Marketing Principles and Practice

This presentation provides an overview of marketing principles and practice. It covers key concepts of marketing, including production orientation, product orientation, sales orientation, marketing orientation, and societal marketing orientation. The presentation also discusses the effectiveness of these concepts and their impact on business success. It includes a case study on Ryanair and its marketing strategies, as well as data and statistics on the company's market share. The presentation concludes with recommendations for businesses to improve their marketing efforts and satisfy customer needs.

Marketing Principles
and practice

Content
• Introduction
• Marketing concept
• Marketing concepts and its effectiveness
• Conclusion
• Recommendations
• References

Introduction
Marketing is defined as a business process of creating relationships and
to attract as well as satisfied their customers. It involves doing
promotion, advertisement, as well as distribution of goods and
services for sales. Effective marketing practices and principles
depicts the methods of high level business operations.

Define key concepts of marketing
Marketing concepts considered as a
philosophy which a company
implement to increase profits, sale,
takes competitive advantages as well as
satisfy customers.

Production orientation
In this concept businesses were concentrate on
manufacturing, production as well as
efficiency issues to increase the supply and
minimise cost. The company focused on the
mass production at low cost and creates
demand for products itself and maximise
profit.

Product oriented
It based on the customers favour products which are produced on the
basis of high quality, low prices, innovative features etc. and
focused on continuous product improvements as per the needs and
requirements of the consumers. Product oriented company emphasis
on products only not the consumer's needs and expectations.

Sales oriented
This concept emphasised on the
making actual sale of their
products and services
regardless the quality and
customers needs. This can be
done through large scale selling
and promotional efforts

Marketing oriented
This focused on customers needs and
wants and makes goals and
objectives accordingly. It is
considered as a customer first
approach or sense and responds
philosophy as well as delivers the
desired satisfaction better then their
competitors.

Societal marketing oriented
This market strategy delivers value to their customers in a manner that
develops and maintain well beings of customer's and society's as a
whole. It puts human welfare first or on top before profits and needs
satisfaction.

Marketing concepts and comment
effectiveness
Production orientation: For example Ryanair has already deals in low
cost and no frills travel but the company can focused on mass
production of airlines products or brings efficiency in their product
manufacturing and production process.
Product oriented: For example innovative features such as reliability,
availability of fares, services, on-board comfort as well as clarity in
fees under control which Ryanair cannot manage in several ways.

Marketing concepts and comment
effectiveness
Production orientation: For example Ryanair has already deals in low
cost and no frills travel but the company can focused on mass
production of airlines products or brings efficiency in their product
manufacturing and production process.
Product oriented: For example innovative features such as reliability,
availability of fares, services, on-board comfort as well as clarity in
fees under control which Ryanair cannot manage in several ways.

Continue...
Sales oriented: For example Ryanair web sites will be used to analyse
the key prospectives of e-commerce but it can also analyse business
and marketing strategies as well as future site development.
Marketing oriented: For example Ryanair can use marketing practices
and approaches to satisfy their customers needs and expectations by
using customer oriented plans.

Continue..
Societal marketing oriented: The company can use management
practices and theories effectively with this issue to examine with
competitive company.

Data and statics of Ryanair
From the above graph and data's it has been
interpreted that Ryanair captures approx 40% of
low cost airlines market and 31% market
captured by Easy Jet while other dominate the
rest of the market which is only 29%. the
company has high customer traffic as compared
to its competitor such as 4.5 million passengers
carrier by Ryanair whereas 30,00,000 passengers
annually by Easy Jet.

Continue..
From the above report it has been
summarised that Alitaila captures
49.3% airport seat capacity by
carrier which is lead in that
criteria. Secondly easy Jet captures
6.2% and top third Rome
Fluminicino Airport seat capacity
by carrier is 3.6% which is of the
Ryanair.

Conclusion
It has been concluded from the above discussion that marketing is
essential aspects for every business organizations and it is useful for
grabbing the market opportunities on time. The marketing concepts
are useful for the company to increase the sales and profits as well
as take competitive advantages and satisfy their customers in
effective way.

RECOMMENDATIONS
The company should focused on the product and marketing concepts
more because this will helps in increasing the sales and profits. Ryanair
should continue with its growth and expansion strategy due to the
market growth and enhance sustainability of its strategy. The company
should focus on their customer services which are poor and results in
dissatisfied customers so build public image with regards to CSR
issues.

References
Kotler, P. and et. al., 2015. Marketing. Pearson Higher Education AU.
Shields, J. and et. al., 2015. Managing employee performance & reward:
Concepts, practices, strategies. Cambridge University Press.
Shaw, S., 2016. Airline marketing and management. Routledge.
Kireev, V. S. and et. al., 2016. Marketing management as the realization
process of research, production and sale activity of the enterprise.
International Review of Management and Marketing. 6(6S). pp.228-
234.

Thank You