Marketing Principles and Techniques

This report analyzes the marketing principles and techniques applied to AF Blakemore & Son's new juice line. It examines market segmentation, marketing mix, market research methods, and e-marketing strategies. The report also includes a SWOT analysis and Porter's Five Forces Model to assess the competitive landscape and identify opportunities for growth.

MARKETING PRINCIPLES
AND TECHNIQUES

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Marketing basics and activities carried out in departments of businesses.............................1
Explanation of market segmentation......................................................................................1
Explanation of marketing mix................................................................................................2
TASK 2............................................................................................................................................2
Explanation of aims of research and market analysis............................................................2
Market research methods........................................................................................................2
Market analysis tools and techniques.....................................................................................3
TASK 3............................................................................................................................................3
Description of methods of e marketing used for products and services.................................3
Explanation of how companies manage their online image...................................................3
TASK 4............................................................................................................................................4
Utilization of market analysis techniques on AF Blakemore & Son's Juice line...................4
Interpretation of findings of market research and analysis....................................................5
Presentation of findings..........................................................................................................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................9
APPENDIX....................................................................................................................................10

INTRODUCTION
Marketing is the activities of an organisation which includes inventing, designing,
advertising and selling of products and services to customers (Huang and Rundle-Thiele, 2015).
This assignment will cover details of AF Blakemore & Son's marketing activities and analysis on
research, segmentation, pricing and public relations will be done on their new juice line.
Determination of market segmentation will be done. With the help of various tools, it will
analyse and identify customers and their needs through research on market. It will examine
problems that arise in services and assess e-marketing and its application.
TASK 1
Marketing basics and activities carried out in departments of businesses
Marketing is an essential part of any business. It consists of various activities that is done
in order to buy and sell products or services to consumers (Lee and Kotler, 2015). The process
starts with innovation, designing, advertisements, merchandising and delivering of products.
Marketing activities include:
 Research of products through various methods for increasing sales. For example, AF
Blakemore & Son can research on how good quality juice can be made so that it can
attract customers.
 Targeting consumers that would be interested in buying AF Blakemore & Son's new juice
line
 Pricing of products in an affordable manner
 Segmentation of customers to find right ones for selling products
 Advertising and promoting of products and services
 Public relations management
 Management of social media accounts to interact with customers.
Explanation of market segmentation
Market segmentation divides markets into various groups which helps AF Blakemore &
Son determine behaviours and patterns of their customers, so that they are able to produce the
juice and market it an attractive way. This is done through socio-economic segmentation, in
which customers are divided into different groups, behavioural segmentation separates
individuals on the basis of behaviour (Eastman, 2017). Demographic segmentation divides
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consumers on basis of age, gender and family income and psycho-graphic segmentation analyses
lifestyle and interest of people's buying pattern. Geographical segmentation separates customers
according to the areas in which they live. This helps in understanding the preferences of
customers and creating a juice accordingly so that company can cater to their needs.
Explanation of marketing mix
Marketing mix is a tool that is used for controlling factors that influence customers to
purchase products and services of a company (Kenny and Dyson, 2016). These include: Product: AF Blakemore & Son has to ensure that the juice tastes good and is made from
quality raw materials and most importantly flavours that their customers like. Price: Products have to be value for money, so that customers buy from them and they
are able to generate enough profits through sales. Promotion: With the use of attractive advertisements, AF Blakemore & Son can
promote their Juice at various platforms.
 Place: AF Blakemore & Son can open stores at places which can easily attract
customers.
TASK 2
Explanation of aims of research and market analysis
Market research means assembling customer's and market's data systematically. Their
aim is to identify and determine how customers behave towards AF Blakemore & Son's juice
line, expand it across the country and increase its sales with help of various strategic promotions.
Market analysis aims in studying needs and wants of customers (Rozdolskaya and Ledovskaya,
2015). Their purpose is to analyse current marketing problems and opportunities so that they can
make their juice line accordingly. Quality of juice is an important factor for success of the
product and with help of quantitative and qualitative research, AF Blakemore & Son can achieve
their target.
Market research methods
There are various primary and secondary research methods that can be used by AF
Blakemore & Son. They can collect information by conducting surveys and analyse it. This can
be done through a suitable method, questionnaires, which utilises a common tool to find out
whether or not customers are satisfied with pricing and packaging of juice products. This helps in
communicating directly with customers (Armstrong and et.al., 2014). Interviews can be
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conducted by AF Blakemore & Son, so that they get an idea of performance of their juice line.
These are suitable methods that can help managers in implementing changes in the products so
that sales and customer satisfaction can be increased.
Market analysis tools and techniques
Micro analysis tools and techniques consist of SWOT Analysis. This analyses a
company's strengths, weaknesses that they have, opportunities available to them and threats that
can harm them. It deals with short term goals regarding products, prices and strategies in the
market. Macro analysis includes PESTLE Analysis. It analyses political, economic, social,
technological, legal and environmental factors which may affect the company and strategic
marketing plans can be prepared for their juice line accordingly (Baker, 2016). Competitor
analysis is another technique that can be utilized in assessing advantages and disadvantages of a
company with regard to present and potential competition.
TASK 3
Description of methods of e marketing used for products and services
E marketing helps in making plans and executing innovation, distribution, promotion and
pricing using computerized environments such as the internet. This can help AF Blakemore &
Son in reducing their operational costs, distribution channels and store spaces. They will be able
to increase sales of their juice line with the help of application of proper strategies
(Schlegelmilch, 2016). The tools of e marketing are as follows:
 Search engine marketing
 Pay per click
 Search engine optimization
 Viral marketing
 Email marketing
Explanation of how companies manage their online image
AF Blakemore & Son can create an online reputation with the help of e marketing. This
can be done through the use of social media platforms such as Facebook, Instagram and twitter,
which will retain and attract new customers (Social media marketing, 2018). They will be able to
make and maintain a brand image of company. This is beneficial as many customers use these
websites and AF Blakemore & Son can share updates of products that company is launching as
well as campaigns and events that they organise. This will make customers feel close and
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connected to them. Their social responsibilities can be posted as well, which will increase their
image and reputation in the public eye. Google has proved to have an excellent presence in social
media by providing a platform for businesses to promote and sell their products and services.
But there are some negative aspects towards it. For example, McDonald's asked customers to
post their reviews about company's goof and services to increase positivity, but instead they
joked about obesity and dog food. This created a bad image for them in 2012.
TASK 4
Utilization of market analysis techniques on AF Blakemore & Son's Juice line
SWOT Analysis application:
Strengths Weaknesses
 Low Investment
 Flexibility in planning
 Lack of Marketing Strategies
 No social media presence
Threats Opportunities
Competitors
 Legal problems
 E marketing
 Diversification of product
Porter's Five Forces Model application:
This method of market analysis can help AF Blakemore & Son' decide how their new
juice line will perform in the market and levels of threats that are present.
Forces Level
Power of buyer High
Power of Supplier Moderate
Threat of substitute products High
Barriers to new market entry Low
Competitive rivalry High
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Interpretation of findings of market research and analysis
A questionnaire was given to managers of AF Blakemore & Son, to analyse market
research of their new juice line. Given below are interpretations of findings.
Need of using of different techniques for promoting AF Blakemore & Son's new line of
juice.
Options Answers
Yes 8
No 2
Yes No
0
1
2
3
4
5
6
7
8
9
8
2
Answers
Major requirement behind the use of promotion techniques while promoting AF
Blakemore & Son's juice.
Options Answers
Increasing awareness of customers 4
Improving brand image 1
Increasing sales 5
5

Increasing awareness of customers
Improving brand image
Increasing sales
0
1
2
3
4
5
6
4
1
5
Major attributes that has to be considered by marketing manager of AF Blakemore & Son
during development of promotional plan.
Options Answers
Product 6
Price 0
Place 1
Promotion 3
Product Price Place Promotion
0
1
2
3
4
5
6
7
6
0
1
3
6

Major challenges for AF Blakemore & Son while using different promotional strategies.
Options Answers
High financial investment 5
Competitor’s strategy 2
Requirements of skills and knowledge 3
High financial investment
Competitor’s strategy
Requirements of skills and knowledge
0
1
2
3
4
5
6
5
2
3
Presentation of findings
With help of questionnaire, it was found that 8 out of 10 managers felt that change in
promotional techniques of new juice line is required. AF Blakemore & Son needs to analyse and
determine new tools for advertising. It was seen that promotion was needed in order to increase
sales, as per the view of 5 managers, while 4 thought that it would help increase customer
awareness and 1 felt brand image required improvements. Managers opted that products and
promotion should be given priority while developing plans and price should not be an issue
(Eastman, 2017). Finally, 5 managers found that high financial investment is a major challenge
for AF Blakemore & Son and they need to develop new skills in order to succeed.
CONCLUSION
This report can conclude that AF Blakemore & Son need to learn, develop and adopt
marketing strategies, which will help to promote their new juice line to a wide range of
customers and increase their sales, that will generate high revenue. They can utilize different
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marketing techniques and research market where they want to sell their juice. They can use
various tools for analysis and e marketing to improve their brand image as well as reach
customers around the world.
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REFERENCES
Books and Journals:
Armstrong, G. and et.al., 2014. Principles of marketing. Pearson Australia.
Baker, M.J., 2016. What is marketing? In The Marketing Book (pp. 25-42). Routledge.
Eastman, M.L., 2017. The Brand Project: Reinvention of a Principles of Marketing Course for
the Digital Age. Journal of Higher Education Theory and Practice. 17(6). pp.64-70.
Huang, Y.T. and Rundle-Thiele, S., 2015. A holistic management tool for measuring internal
marketing activities. Journal of Services Marketing. 29(6/7). pp.571-584.
Kenny, B. and Dyson, K., 2016. Marketing in small businesses. Routledge.
Lee, N.R. and Kotler, P., 2015. Social marketing: Changing behaviours for good. Sage
Publications.
Rozdolskaya, I.V. and Ledovskaya, M.E., 2015. Customer-oriented marketing imperatives of
innovation in the field of organization management working on the internal consulting
principles. Mediterranean Journal of Social Sciences. 6(2). p.74.
Schlegelmilch, B.B., 2016. Global Marketing Ethics and CSR. In Global Marketing
Strategy (pp. 195-220). Springer, Cham.
Online:
Social media marketing. 2018. [Online]. Available through:
<https://www.smartinsights.com/social-media-marketing/>
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