Marketing Principles and Techniques

This report examines the application of marketing principles and techniques in the context of The Oven Bakery, a bakery situated in London, UK. It analyzes key marketing functions, including market segmentation, marketing mix, and e-marketing strategies. The report also includes a detailed analysis of market research methods and tools, demonstrating their application in developing effective marketing plans for the bakery.

Marketing Principles and
Techniques

Table of Contents
INTRODUCTION ..........................................................................................................................4
TASK 1............................................................................................................................................4
1.1 Marketing and functions perform by marketing department................................................4
1.2 Market segmentation.............................................................................................................5
1.3 Marketing mix ......................................................................................................................5
TASK 2............................................................................................................................................6
2.1 Aim of research and market analysis....................................................................................6
2.2 Market research method........................................................................................................6
2.3 Market analysis tools and techniques....................................................................................7
TASK 3............................................................................................................................................7
4.1 Methods used for e-marketing of products and services.......................................................7
4.2 Method regarding management of online image of organisation.........................................8
TASK 4............................................................................................................................................8
3.1 Application of market analysis techniques to research target market of own products........8
3.2 Interpretation of market research and analysis......................................................................9
3.3 Presentation of the findings to marketing team.....................................................................9
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing techniques are those that are used by marketing department in order to
encourage sales of products and services of company. Marketing is a process of facilitating
products and service to customers. Marketers should ensure that their products are timely
available to customers (Batini and Scannapieco, 2016). This leads to better satisfaction of
consumers. By using different tools and techniques, marketers can develop better plans and also
result in more sales. They implement different marketing functions and marketing mix while
formulating plan in order to increase the efficiency of plan. This project is based on The Oven
bakery which is situated in London, United Kingdom that offers different types of products such
as cakes, pastries, doughnuts, wafers, etc. This assignment will cover different aspects of
marketing, marketing research, E – marketing, etc.
TASK 1
1.1 Marketing and functions perform by marketing department
MARKETING
Marketing is a process which help company to sell their products and services into target
market and to customers. Company invest huge amount of money in marketing activities so to
achieve higher sales, more profitability and better brand awareness. In order to maximise
marketing of company's product, organisation uses different techniques and they are advertising,
promotion, selling and delivery of the goods and services. Marketing department develop
suitable marketing plan that assist company to achieve all its marketing objectives (Bishop, Fody
and Schoeff, 2013). The Oven Bakery needs to carry out marketing activities and for that they
can implement following marketing functions.
Promotion: Main role of promotion is to enhance the image of products and company in
the mind of customers. This is a powerful tool which help company to advertise and promote
their bakery products so that people come to know about their products which they are providing.
With strong promoting tools, company can attract large number of customers towards their
bakery and encourage their sales. As a result, more profits to company.
Market-research: Bakery can run different types of investigation and surveys in order to
find out tastes and preferences of customers and providing them the desired taste in their
products. Market research is used by company to identify the reason due to which customers buy

i.e., needs and wants of customer. If company is aware about that then it would be easier for
them to modify their products accordingly.
By applying above marketing functions, Oven company can analyse their target
customers with people and can plan their marketing strategies according to that. If marketing
activities is align to the mission and vision of company then they would attain competitive
advantage over others in future.
1.2 Market segmentation
This is a process which help in dividing markets and people based on their characteristics
and divide them into different segments and groups. This segmentation help in targeting market
and people in better manner and satisfying all their needs by fulfilling them. In order to know
about exact markets and customers, The Oven Bakery can research on following segments:
Behavioural segmentation: This help company to know about tastes and patterns of
customers and offering their products and services according to that. This segmentation divides
people on the basis of their behaviour, usage and decision making patterns.
Geographic segmentation: This segmentation helps in dividing customers and markets
according to geographic region (Lees-Marshment, 2014). Various geographical variables
include: Country, region, city or town size, etc. Company uses this type of segmentation for
instance company can not sell ice cream in the cold places as it won't help company to increase
their sales.
Psycho graphic segmentation: This segmentation is mainly concerned with lifestyle of
people, their activities, interests, etc. It is similar to behavioural segmentation. In this customers
perception, values, beliefs, religion, cast etc is analysed and monitor by company so to make
their product accordingly.
Demographic segmentation: It divides population on the basis of different variables and
those are age, gender, religion, race, colour, income, occupation, etc. This is most widely used by
companies. The Oven Bakery adopt this segmentation in order to know about different
customers.
1.3 Marketing mix
It is a tool that is used by marketers to achieve marketing objectives of company.
Marketing mix is one of the the effective tool which mainly includes 4P's, that are product,

people, promotion, place and later on it was extended to 7P's which includes people, physical
evidence and process.
Price: It is generally the amount of the product which is kept by company according to
customer's spending habit. It is an important factor of marketing mix as this will directly effects
product's sales. Reasonable price attract customers and also maximise sales on the other hand if
price of the product is high but product is not providing any value to money then customers
won't buy the product. That's why company set their prices after analysing all the factors which
could affect the sales of company. By keeping economic price, Oven Bakery can easily attract
and retain customers.
Product: It is intangible or tangible item that is developed by company in order to fulfil
customer's needs and desires. The Oven Bakery manufactures different types of products like
pastries, cakes, wafers, cookies, etc. according to tastes and preferences of consumers.
Place: This includes positioning and distribution of company's product. Places should be
decide by company after monitoring scope of selling in different modes i.e., online and offline.
This help in delivering food items to customers and for this, it requires detailed study of different
markets where company can reach easily to its customers and on time.
Promotion: It is an important tool for marketers to advertise and promote their goods and
items. It make customer aware about the products offered by bakery (Reynolds, 2013). It is a
powerful tool which have the capacity to attract customers towards them. The Oven Bakery use
different and unique tools to seek the attention of people.

(Source: Marketing mix, 2018)
Illustration 1: Marketing mix

TASK 2
2.1 Aim of research and market analysis
Research and market analysis are crucial parts of an organisation as they help marketing
department to know about their target customers and market places. Survey helps company to
provide different types of information like competitor pricing, customer needs and wants,
external threats etc. With proper analysis and investigation, Oven Bakery can formulate effective
plans and strategies which can help them to earn high profits and encourage their sales. It also
facilitate bakery to establish a good position and reputation in the market. Following are some
aim of market-research and survey:
 To identify potential customers.
 Needs and wants of potential customers.
 In order to analyse competition in the market.
 Gather maximum information related to macro factors.
 Helps in evaluating company's reputation and future opportunities.
 Helps in identifying customer's buying and spending behaviour.
2.2 Market research method
As mentioned above, market research is crucial for organisation as it provides important
details and information related to several factors. In order to carry out research effectively,
marketers use two types of methods and they are primary and secondary research. As The Oven
Bakery is new organisation and at the initial stage market research is necessary to know about
the market and people. Following are the primary and secondary research:
Secondary market research: Collection of information is from those sources in which
the somebody has already compiled the research. It basically involves reports, studies by some
agencies, etc. This is more affordable and easily accessible as compared to primary research.
Primary market research: This research is one of the best method at initial stage of a
company. Information and other details are collected directly from the sources or customers
through interviews, questionnaires, surveys, focus groups, etc. Two types of information is
generally gathers at the time of primary research and they are: Exploratory: This type of research is general and open.

 Specific: This type of research is specific and more precise.
2.3 Market analysis tools and techniques
There are different tools and techniques that are used by marketers of Oven Bakery in
order to analyse macro factors and also finds out competitors. Tool that is used by them are
PEST Analysis and is mentioned below:
Political: This factor tells company about the political environment of London. As Oven
Bakery is a new organisation, government supply funds to new ventures at nominal interest rates.
This helps in running business operations and start up in smooth manner.
Economical: It includes all economic factors that can influence business profitability and
operations (Ehrlich and Fanelli, 2012). It mainly includes tax, interest, exchange rates, etc. As
Oven is a new company, before starting up the business, they have to analyse all these factors in
order to avoid loss.
Social: This factor involves people living in society, their way of living, age, eductaion,
culture, attitude, etc. Company can use market segmentation and categorise different people and
focus on their target customers.
Technological: As bakery is a new venture, they can implement new and recent
technologies that will help them to produce better food items with greater tastes. With better
quality and taste, they can attract as well as can retain customers. Technology helps company to
gain competitive advantage as advanced machines increases quality of product as well as
quantity of product they are producing with minimal cost.
TASK 3
3.1 Application of market analysis techniques to research target market of own products
By implementing several methods of research, sited company can research their target
markets and focus on providing best services to them. They can use primary and secondary
sources in order to collect information related to market and customers. Marketers are using
effective market tools like SWOT Analysis, PESTEL Analysis, Ansoff matrix, etc. to know
about the market and people (Stewart and Smith, 2014). With this, they can concentrate on more
on their market and develop better strategies and plans, which can benefits the company with
greater profits and revenues. With proper implementation of marketing activities, they can easily

achieve their marketing objectives and can also attract large number of customers towards them.
Research and marketing activities assist company to develop a good position in market.
3.2 Interpretation of market research and analysis
From the above information, it can be interpreted that there are greater opportunities for
Oven Bakery as they are providing quality products at reasonable and economic prices. With
greater tastes and higher quality, Oven bakery can attract customers and can achieve their desired
success in future. Marketers should be aware about external environment and competitors and be
prepared for possible contingency.
3.3 Presentation of the findings to marketing team
All the findings which are gathered from market analysis is necessary to present
marketing team. This will help in improving decision making process and developing strong and
effective strategies.
 With this, they can develop better bakery items by considering customers tastes and
preferences.
 Marketing team have kept low prices which is one advantage to attract people toward
them.
 With affordable prices, company can achieve maximum sales and thus achieve their
desired success.
 Company can only become market leader if they differentiate their product with other
companies product. It can only achieve by improving quality and making innovative
products for customer.
TASK 4
4.1 Methods used for e-marketing of products and services
E-marketing: It is referred to buying and selling of products and services by using
internet. This is also known as digital marketing. This is an effective platform where company
can switch their business to online mode as they will get better customers online. With this
online mode, they can reach millions of customer and thus this increase revenues and profit for
company.

E-mail marketing: This will help them to provide information related to offers
and discounts on bakery products to their customers by using E – mails. Company can adopt this
methods to reach to their customers and providing them there services at their doorsteps.
E-market methods: The Oven Bakery can use different online marketing methods to
attract customers and make people about their company. Some of them are mentioned below:
Search Engine Optimisation: This is an effective process which help company to make
their company visible on online websites or on search engines so that people can prefer them first
over others (Graber and et. al., 2016). Bakery can adopt this by giving web makers more money
so that there company can be visible on top of the list.
4.2 Method regarding management of online image of organisation
Following are some methods that help in maintaining online reputation of company:
 Up gradation of websites and content written in it so to provide all the important
information to their customers.
 Vigilance team should be made by company so that they can monitor and analyse all the
activities on online platform.
 By search engine optimisation in order to be visible on top of the bakery companies.
 24 hours customer services so to enhance their customer experience engagement.
 Use credible sources and secure payment methods so to avoid any kind of fraud.
Above are some points which should be followed by company in order to provide better
services to their customers so that they can be satisfied.
CONCLUSION
From the above report, it can be concluded that, marketing is an essential process that
help company to make their products available in target marker and for people. By performing
appropriate market research, they can gather crucial information related to customer's demands
and requirements and market also. With this they can develop better market plans that help them
to attract customers towards their bakery items. As The Oven Bakery is a new venture, they need
to run research for better establishment of business. This will help them to compete with already
exiting competitors and establishing a good position in market.

REFERENCES
Books and Journals
Batini, C. and Scannapieco, M., 2016. Data and information quality: dimensions, principles and
techniques. Springer.
Bishop, M .L., Fody, E. P. and Schoeff, L. E. eds., 2013. Clinical chemistry: principles,
techniques, and correlations. Lippincott Williams & Wilkins.
Lees-Marshment, J., 2014. Political marketing: Principles and applications. Routledge.
Reynolds, G., 2013. Presentation zen design: Simple design principles and techniques to
enhance your presentations. New Riders.
Stewart, B. and Smith, A.C., 2014. Introduction to sport marketing. Routledge.
Ehrlich, E. and Fanelli, D., 2012. The financial services marketing handbook: Tactics and
techniques that produce results (Vol. 150). John Wiley & Sons.
Graber, L.W., and et. Al., 2016. Orthodontics-E-Book: Current Principles and Techniques.
Elsevier Health Sciences.
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Market Research, 2018.[Online]. Available through:
<https://www.shopify.com/encyclopedia/market-research>.
Understanding the Marketing Mix Concept – 4Ps. 2018. [Online]. Available Through:
<https://www.cleverism.com/understanding-marketing-mix-concept-4ps/>.