Principles of Marketing: Environment, Segmentation, Targeting and Positioning

This report covers the principles of marketing including environment, segmentation, targeting and positioning. It explains the factors of the marketing planning process and carries out a brief environmental audit. It classifies the market for the new soft drink product and defines targeting manners for B2C market.

Principles of Marketing

Table of Contents
INTRODUCTION...........................................................................................................................4
SECTION 1 – Environment of Marketing and Process Planning ...................................................4
Explain the factors of the marketing planning process and define the marketing context for the
new soft drink product, with specific reference to the role or the importance of adopting a
marketing orientation and its application to the business.......................................................4
Carry out a brief environmental audit in the form of a PESTEL analysis for the new soft drink
product ensuring that you detail specific market related facts that are fully referenced.
Additionally, you should highlight relevant micro-environmental factors such as dominant
competitors in the industry and recent competitor activity. .................................................6
Define the Marketing mix 7Ps and explain how the extended marketing mix contribute to the
effect ......................................................................................................................................7
SECTION 2 – Segmentation. Targetting and Positioning ............................................................8
Classify how the market for the new soft drink product might be segmented for consumer
(B2C) and business (B2B) markets. To what extent do the approaches difference between
B2C and B2B segmentation ?.................................................................................................8
Define the targetting manners which can be utilized for the B2C market and define the new
target for the latest production within the pointers of the characteristics including
demographics, benefit, behavioural and lifestyle...................................................................9
Demonstrate the terminology of 'Positioning' and suggest how the new soft drink by-product
would be positioned in the brains of the target market. ......................................................10
SECTION- 3 Analysis of Marketing Mix .....................................................................................11
Utilizing the format of table below of creativity design and the describing the 7Ps of
marketing mix for the mentioned soft drink based on the target marketplace ....................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
The description of marketing can be structured into the consideration where altogether
the tasks of the respective corporation will indulge in the performance which will assist in the
awareness of public platforms regarding to the good and services of the organization. The
stratification will involve the tasks within the procedure of manufacturing the products to the
point at which the product are getting sold. The conduct of application of the postulates of
marketing will be varied from differentiated standpoint which will further encourage the
procedure of goods and services of the company. All the stratification and other techniques of the
doctrines of marketing, will be put into use to increase the clientele base, as the consumers will
buy the amenities which are getting produced by the company. The report will describe relatively
to the fundamentals of the soft drink organization introduced in the marketplace, the name of
organization, states Bubbles. This industry has made the arrangement plan to announced their
soft drink in the advertising areas of United Kingdom. This report takes along with the objective
to prescribe the factors of the stratification of the marketing plan and learning the significance of
the adaption within the scope marketing. It also involves with the analysation of PESTEL of the
organization, withholding the parameters of the 7 Ps which are basic measures of the business. In
order to cover the relatable procedure of the B2B and B2c marketplaces and status of the by-
product in the marketplace (Ali, Ahmad,Rehman,and Kamal 2018). Section third of the report
will enfold the solely analysis of the company within its 7 Ps of marketing process.
SECTION 1 – Environment of Marketing and Process Planning
Explain the factors of the marketing planning process and define the marketing context for the
new soft drink product, with specific reference to the role or the importance of adopting a
marketing orientation and its application to the business.
The peripheral of marketing tends to be seen as the most vital components for the
business structure which will carry through the entire procedure of manufacturing and
announcing the by-product in the market. As per the conditions to smoothen and keep the

marketing scheme and manufacturing order of the sift drink Bubbles, the organization needs to
look after six crucial factors. The model of factors are mentioned below :
 Thorough Research of Market- The research procedure is determined to be the basic
learning of the market planning. The introduction of product in the marketplace, does
necessarily needs exhaustive market research. Classification of the market includes, the
perspective and habits of the clients , the nature of market, the development and growth
variable of market and other principles which affect the product in a pivotal manner. In
regard to attain the referred needs and objective of clients preferences and wants, while
announcing the organization of soft drink.
 Strategy of market- It is an important component of marketing, company should aware
to its surroundings that, what strategies and policies were getting used by competitors.
According to that company have to adapt strategy which gives growth to the company.
Company Bubbles use that strategy which attracts more customer's like they use slogan
for their soft drinks “ Bubble's which takes your trouble” and they also design their logo
through which customer's get attracted and buy their product. To make product different
from others, company have to use some different strategies (Baaij, and
Reinmoeller,2018).
 Finances- The whole business operations and its activities are dependent on budget of
the company. It is an essential thing about which company has to make an estimate. In
context of Bubbles, it will be better for them to make an expected expenses chart before
initiating any task or an activity. It will give an idea about the expenses according to that,
they can spend their money on promotion, advertising etc. it has many advantages,
company can perform with all the care and without any worry they can spend or invest
money in many activities.
 Location- To establish company, place plays an important role. Only the place can
decide whether company will survive in this area with that product or not. Before starting
a business, company would see the area where they will do their business. The
classification of deciding the location which plays a vital role in order to set up the
business. In the present context, the establishment of soft drinks organization Bubbles.
The planning of target market will be considered as suitable for the organization.

 Structural Plan- the components which are examined by the organization are
considered to be very crucial for the positioning of market place. The implementation of
the structural plan of market will provide assistance in regard to increase the reach of the
consumer's. In the purview of Bubbles, the reach of client's can be attained through
different types of retailers and restaurants.
 Classification of Competition- Propounding the analytical of the spectrum of of
competitors in the market, which tends to affect the sale of by products, difference of
cost, reputation of organization, parameters in term of goods and services in the
company. In the scope of the soft drink organization, Bubbles, the company needs to
examine different types of competitors n the market who eventually sales similar
products and have similar market strategies (Lim, and Guzmán, 2022).
Carry out a brief environmental audit in the form of a PESTEL analysis for the new soft drink
product ensuring that you detail specific market related facts that are fully referenced.
Additionally, you should highlight relevant micro-environmental factors such as dominant
competitors in the industry and recent competitor activity.
PESTLE is the model which assist in identifying the external facets and their implications
on the organisation. There are six factors in it which are described below:
 Political Factor: bubbles as introduced new product needs to adopt and comply
with the rules and regulation of the government. These rules regulates the conduct
of the company. Bubbles is a soft drink which needs to be passed on the
government norms (Kreutzer,2019).
 Economic Factors: it pertains to charges and rates of the product which are made
for selling. The charges and rates of a product should be reasonable and meet the
customer expectations.
 Social Factor: it pertains to costumes and beliefs of the people at large. A
product should relate the customer preferences. In case of bubble soft drink it
needs to maintain the social acceptability.

 Technological factors: technology plays vital role in business world.
Contemporary business setups are preferring to install modern machinery to run
its business operations smoothly and fast. Technology gives pace to the business.
 Legal factor: it pertains to rights and obligations of an organisation. Every
company has its own product which shows its identity and the process of
developing such product. The formula for bubble soft drink is secret. Company
needs to create legal rights over that formula (de Sousa, and Castañeda-
Ayarza,2022).
 Environmental factor: it refers to natural environment and ecology which affects
the business organisation. Environmental factors affects the business in the form
of , natural calamities, earthquake , tsunami, and m,any more. In context of
bubble soft drink , the company needs to setup its plant at suitable locations where
the chances of natural calamities is less.
The factors which affects the bubbles soft drink company are mentioned below:
 Effecting strike of the Customer : Customer is the most significant entity or any
business. It is a customer for whom the product is created . Therefore , bubble soft drink
company needs to attract more customer to generate huge profits and make strong
customer base.
 Accessibility of the Employees: Employees are the force of an organisation whose duty
is to help in the business operations. An employees contributes in the growth of company
therefore it has very important place in the company. In the same way bubble soft drink
neds to hire best trained candidates who works in the interest of the company
(Helmold,and Samara,2019). Structure of Competition : In the world of business competition is never an exception,
competition enables the company to perform well and always attempts to create best
product in the market to stand the competition. Competition at last inspires business to to
grow more
Define the Marketing mix 7Ps and explain how the extended marketing mix contribute to the
effect
The entire description of the entire arrangement planning platform, provides assistance to
enhance the transparency the goals and aims in regard to the present circumstances of the

marketplace. The needs and wants of the clients can be satisfied if the attributed of the market
mix are sufficed are on the top o the availability for the clients. The safety measures must be
included in the products to give more priority tot eh safety of the customers. It is crucial for the
market components to meet the needs and satisfactory parameters level of the clients, this
wholesome practice will provide an arrangement plan for looking out for the future challenges
which effect the market. In the context of, Bubbles Soft Drink,the organizations to take up in the
account of consideration of all the P's of the significance of marketing to organzine and for the
establishment of their by-product in the marketspace to decrease the influence of the challenges.
SECTION 2 – Segmentation. Targetting and Positioning
Classify how the market for the new soft drink product might be segmented for consumer (B2C)
and business (B2B) markets. To what extent do the approaches difference between B2C
and B2B segmentation ?
There are determined to be plenty of options when it comes to the business to sell their by-
products to the clients, but considerably there two followed parameters through which an
organisation can attain the facilitation of their potential clients. Discussed below are the
components of segmentation in the purview of the method of selling and the pathways for the
organisation, which states :
 Segmentation relating to demographics- This formation of segmentation thoroughly
concentrate on the individuals contains to have identical lifestyles and noticing the
designs conduct of their living standards which will gives about the assistance in the
procedure of selling the products. The parameters taken into consideration will bring
about a blueprint to reach the goals of consumers in regard to the Bubbles soft drink. The
procedural approach of Business to Customer will not be appropriate for the organisation.
 Segmentation relating to the Psychographic – The arrangement plan of this
segmentation carries through a division within the customers on the basis of their interest,
the sort of activities they do, the point of opinions and all this attributed later defines the
intention behind the buying parameters of interests. Bubbles need to figure to how the
individual are reacting to the brand. The determined approach of business to business will
make the organization gained scale of development. B2B conceptualization will

representable in course of action to maintain a good amount of customers for the
business. The conceptualization of B2C is not worthy in the scope of the business.
 Segmentation relating to behaviour- The efficacious groundwork in regard to the
selling process, the company needs to focus on how the customers are reacting to the
products in order to make the suitable changes, so that the clients can be more attractive
towards the products and all the prescribes of this segmentation will indulge in the
framework for the booming the sales of the company. The slant outlook of the B2B is
validated for the business structure which will give a roadmap for understanding the
alikeness and loath of the customers, Whereas, the B2C viewpoint will enhance the
variable of sales and the table of cost.
 Segmentation relation relating to the geography – The arrangement plan of
segmentation through their research parameters towards where the individuals live , work
or usually travel. Point of view of the whereabouts are majorly considered as the vital
pointers in the scope of marketing and selling. The course of action of the B2B structure
will provide availability of enormous scale of the clients within a short period of time, as
in the case of B2C state of affairs ultimately takes it period of time to attract and
influence the scale of clients (Grantham, 2022).
Define the targetting manners which can be utilized for the B2C market and define the new
target for the latest production within the pointers of the characteristics including
demographics, benefit, behavioural and lifestyle
The conceptualization of Business to Customer (B2C) announces different kinds of techniques
for marketing and selling for conducting of formation of attracting the customers, The targetting
techniques in regard to the Bubbles soft drink organisation, are mentioned below :
 The Method of Advertising- This is considered as the standardised procedure to attract
the scale of customers in relation to the brand. Advertising the product will enhance the
knowledge regard the product and develop the sense for buying the product into the
minds of the clients. This method will giveaway the information and ingredients
regarding the product to the consumers.

 Social Media Engagement Method- This course of action will eventually target the
clients through the suffice platform of social media. The individuals who are hooked on
the screen and scroll the social media, it is crucial for the brand to bring about
advancements in their social media engagement. This method will provide enhancement
in the approach of B2C.
 Discounts Techniques and Offers- Often customers looks for the silver lining or
discounts in the by product, which should apparently by the company. This method
providing discounts and offers to the consumers will target the consumers and enhance
the drive in no time. This approach is very productive for the organisation, in context
with the Bubbles soft drink (Kumar, 2020).
Demonstrate the terminology of 'Positioning' and suggest how the new soft drink by-product
would be positioned in the brains of the target market.
The term Positioning can be defined as the process of examining, investigating and
evaluating the best market for the putting in place and state of affairs of the sale in respect with
the goods and services (Mohammadian,Shahhoseini,Castro,and Merk,2020). There are numerous
contemplations which are to be taken care of at the time of constructing the by-product of such
whereabouts, contributions ways and much more to it. In the context of Bubbles, which should
organize their structure of positioning by classifying the pointers :
 Evaluation of Price- Considered to be the vital component that is taken into account by
the clients. Corporation of Bubbles bring about the state of affairs of costing, which is
meant to maintain the cost of the by-product in the reach of the clients.
 Component of Quality – Parameters of the target audience tends to change every now
and then. When it comes to the scope of Bubbles Soft Drink organisation, they efficiently
keeps their drink healthy and safety. The organisation very well do their conduct of
quality check.
 Divergence – This prescribes the uniqueness of the spin-off, differentiation between the
mentioned product (Bubbles soft drink) and other product in the marketplace is necessary

. This method will help to enhance the productivity, scale of sale, and customer variables
for the brand (Lang,Buu, and Hien,2020).
SECTION- 3 Analysis of Marketing Mix
Utilizing the format of table below of creativity design and the describing the 7Ps of marketing
mix for the mentioned soft drink based on the target marketplace
BUBBLES SOFT DRINK
Product Bubbles, soft drink determined to be the product which are advancing
their services in the market of UK. The company is enhancing their
focus on the taste of the drink and the procedure will take place based
on the needs of the customers.
Place Bubbles, tends to have enamours amount of target region in the United
Kingdom and a rapid scale of distribution. The course of action
regarding their strategies involves bringing about development of the
brand in the market.
Pricing This factor is considered to be immensely pivotal for the brand as well
as the entire organization. Bubbles induces a plan of action regarding
their costing will should be contemplated to be minimal and affordable
for the clients .
Promotions Bubbles, the construction and production factor for the business does
tends to work on the promotion components. This will bring about to
straighten the parameters in front of the audience. Transparency of
components and other information regard to the product can be let
known to the customers, through various platform of promotion, such
as , TV, radio, and other social media platform
(Themistocleous,2018.).
Process The process of Bubbles is highly adapted by the competitive supply
chain which advance the development measures for the company.
utilizing the scope of sustainability , the construction procedure and
much more can be approved.
Physical evidence The analytical characteristics of Bubbles, it shows up their own
suitable and captivating shape, colours and other features on their
bottle and can. The product it showcased in specific section or aisle in
the supermarkets by the retailer It enhance the one of a kind feature for
the soft drink.
People Bubbles , The organisation has put through many attempts for guiding
and enlarging their employee and provide them with healthy work

culture. The attempt of providing fiscal variable and betterments in the
incentives boost the productivity level in the workers and work culture
for the employees.
CONCLUSION
The report stated above the generalized postulates of marketing, which are considered to be
vital of foundation and operational functioning. The factors provide the framework to the
company from the scratch. Marketing is definitely crucial function for any business and
understanding their scale of sale is vital too for the company. The mentioned report clarifies the
viewpoint regarding the company of soft drink, Bubbles which is newly set up in the United
Kingdom. This report tends to cover the features of PESTEL, the operation functioning
procedure of B2B and B2C, which will be considered to be more efficient for the company.
Furthermore, it states the measurements which should be taken into account by the business in
order to bring about developments for the spin-off. And later, it defines the 7Ps contemplated to
be absolutely pivotal.

REFERENCES
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