Principle of Marketing

This document discusses the principles of marketing and how Rawlinson Knitwear is using them to launch their new product, western wear. It covers the company description, situational analysis, marketing strategies, and more.

Principle of Marketing

Table of Content
INTRODUCTION...........................................................................................................................................3
MAIN BODY.................................................................................................................................................3
Executive summary..................................................................................................................................3
Company description...................................................................................................................................4
Situational analysis......................................................................................................................................4
Marketing strategies....................................................................................................................................6
CONSLUSION...............................................................................................................................................9
REFERENCES..............................................................................................................................................10

INTRODUCTION
Marketing principles are considered as marketing ideas which are using by an
organisation to make effective marketing strategies. These are the principles that help the
business in making more appropriate product promotional strategies and methods. The various
principles of marketing are available which are known as 4Ps marketing strategies which stand
for product, price, place and promotion. For making deep understanding about this concept the
organisation which has taken into consideration is Rawlinson Knitwear which is focussing on
manufacturing school wear and corporate wear garments. As per the current scenario, company
is giving their emphasis on manufacturing western wear in order to enhance market share. For
this, they are making a marketing plan which includes their objectives, strategies, external and
internal factors will cover in this study.
MAIN BODY
Executive summary
The organisation Rawlinson Knitwear is concerning for coming up with new products in the
marketplace that is western wear clothes for young generation people. In this regard, an effective
marketing plan is essential to prepare so that they can make effective strategies related to price,
promotion, distribution, products, position and others. The above study is explained all these aspects in
detail which will help the organisation in attaining their desired outcomes from introducing new
products in the marketplace (Pozdnyakova, 2015).
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Company description
Rawlinson Knitwear is a well known company of the UK market for manufacturing higher quality
plain, bespoke and personalised school uniforms and corporate wear. This organisation was established
in 1935 and owned by an employee in 2015. In terms to increase their market share and brand value
they are coming up with western wear so that they can attract more and more customers towards their
products and services. The main vision of this company is to become a “great place to work for and
with” by demonstrating and living values daily. And mission of this company is to provide a variety
western cloth so that they can earn higher profit and brand value. With the help of their new western
wear they are trying to target young generation people as in the present world most of the people want
to wear western cloths which also enables them to attain higher competitive advantage among the
manufacturing industries (Kamarulzaman and Madun, 2013)
For successfully launching the new products in the marketplace they are making marketing plan
as it helps them in making the best utilisation of all the physical and human resources effectively so that
all determined objectives can be achieved. Along with this, it helps in establishing proper coordination
among all the marketing activities of the organisation and assist in making appropriate decisions.
Situational analysis
In order to operate all the business activities smoothly it is essential for the Rawlinson Knitwear
to analyse the situation of external and internal environment of the business. As this will help them in
ascertaining all the factors like employees, customers need and demand, social trends, market trends,
suppliers etc. In this aspect, for ascertaining the external and internal environment of the organisation
the manager of Rawlinson Knitwear can use PESTEL and SWOT analysis which are defining below:
PESTEL analysis
It is an effective tool for an organisation as it helps them in assessing all the macro
environmental factors which have great impact on the operations of business. This framework consist
elements within which are describing beneath:
Political factors: These factors are related to the rules and regulations of the government from which
they intervene in a certain industry. It includes tax policy, trade policy, labour law, corruption and many
others. While operating activities related to launch new products in the market consideration of these
factors is required as it has huge impact on the business. For example, if government will regulate free
trade policy in the economy then it will allow the organisation like Rawlinson Knitwear to trade across
their nation borders (Robson and et. al., 2015).
Economical factors: These are related to the economic conditions which include economy growth,
inflation rates, interest rate and many others. All these have huge impact on the performance of the
business. For example, if the inflation rate will increase in the economy then it will direct lead impact on
purchasing power of the customers in negative which results lower productivity and profitability of the
company.

Social factors: The assessment of these factors is essential as these are related to population trends like
age distribution, growth rate, lifestyle attitude etc. This will help the Rawlinson Knitwear in ascertaining
their target customers effectively so that they can attract a range of customers.
Technological factors: It is refers to those factors which are occurring due to the enrichment in
innovation and technology. In order to meet the customers’ requirements and needs it is necessary for
Rawlinson to consider updated technologies in manufacturing western wear so that they can get
assurance of their success (Gordon, R., 2013).
Environmental factors: These are related to the influence of surrounding environment which has huge
impact on the business. It includes climate changes; carbon footprint waste disposal etc. for maintaining
the brand value of organisation among customers Rawlinson Knitwear must give their huge contribution
in CSR activities or corporate sustainability responsibility.
Legal factors: An organization must consider all the legislations in their business as it includes consumer
law, employment legislation, health and safety and many more. All these have huge affect on the
business for example; if Rawlinson Knitwear will consider employment law at their workplace then they
will be able to increase the employees’ motivation and retention within the organization.
SWOT analysis
This is very beneficial tool for the organization in order to assess the internal factors of the
organization so that all the activities can be carried out accordingly. Management at Rawlinson Knitwear
can use this tool as it will help them in ascertaining strengths, weakness of the business along with this it
also assist them in coping up all the threats and identify the opportunities which are available in the
market for their business. SWOT analysis of Rawlinson Knitwear is as follow:
Strengths Weaknesses
 The major strength of this organization is
well known for its higher quality school
and corporate wear.
 Another, it has value based business as
they are positive or strong relationship
with their customers and suppliers.
 They are offering their products at very
high prices.
 Due to their limited operational activities
they are not able to cover foreign market.
Threats Opportunities
 This organization has to face tough
competition in the marketplace.
 Due to their less distribution channels they
have to face lower success in the
marketplace.
 It has huge opportunity for them to
produce western wear in the marketplace.
 Adoption of strategies related to
promotional channels can enhance their
sales and profitability level.
4. Description of new product
In order to attain higher market share and to earn higher profitability management of Rawlinson
Knitwear give their focus on manufacturing the new product that is western wear in the marketplace.

The main motive behind manufacturing western wear is to attract a range of young customers. As in the
present world most of the young generation people want to wear western cloths due to which it is huge
opportunity for them to expand their business as it will help them in attaining higher profitability and
brand value in the marketplace. In order to evaluate the success of their new products in the market
management of Rawlinson Knitwear can collect data so that they can operate their activities
accordingly. In this aspect they can use primary and secondary research methods which are as follow:
Primary method: In this method, the data which is collected by researcher is more fresh and first hand
data due to which it contains more reliability and validity. For collecting primary data organization can
use various resources like books, articles, observations, experiments and many others (Bastien and
Kapferer, 2013).
Secondary method: Herein, the data which is gathered by investigator is second hand data in other
words the data which has already used by some other researcher in their project activities. In this
aspect, various sources can be used by researcher like short surveys, interview, government publications
and many others.
Rawlinson Knitwear must use primary data method as it will help the managers of this company
is collecting more accurate and reliable data or information regarding to their new products that is
western wear.
Marketing strategies
It is essential for the Rawlinson Knitwear to come up with some effective marketing strategies so
that they can attract a range of customers towards their new products which is western wear. Here are
defining marketing strategies of this company which managers have adopted for promoting their more
effectively in the marketplace:
Segmentation strategy and potential marketing strategy:
As Rawlinson Knitwear is coming up with western wear apart from their old operation that is
school and corporate wear due to which they are targeting only the young general people who wants to
take advantage of new western clothes. For segmenting market for their new products they have
decided the time period of three months in which they want to attain higher success and growth. In this
aspect, they have considered various target market strategies like they have given their focus on
understanding the demand and lifestyle of people, income of the customers, education level, social
status, spending capacity of consumers etc. all these strategies helps them in ascertaining the level of
customers that which people are able to purchase their products so that they can determine their target
customers and produce their products accordingly. All these will help the company in attaining strong
customers for their new western wear which will results higher success and growth of the company in
marketplace (Miles, Verreynne and Luke, 2014).
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Positioning and differentiating strategy
Positioning refers to the current position of product in the marketplace as compare to
competitors. As per the current scenario, Rawlinson Knitwear is giving their focus on manufacturing
western wear which makes it essential for them to first determine their new products position in the
market so that they can ascertain the success of their products. In order to make differentiate the
products from the competitor, managers of Rawlinson Knitwear will adopt economy pricing strategy and
social media marketing channel as it will enables them in attracting huge number of customers towards
their products which will give them result as higher profitability and market share.
Product strategy
This is refers to that plan or strategies which are making by an organisation in order to come up
with the best product in economy. In this aspect, a firm can go through from three stages of products as
it will help them in ascertaining the nature of product. These stages include core product that is not a
tangible product as a person cannot touch it, second is actual product that is tangible or physical
product. At last augmented product that is a non physical part of the product. Along with this, here are
four types of consumer products like convenience, shopping, speciality and unsought. The consideration
of all this is essential for the management of Rawlinson Knitwear as it will help them in identifying the
needs and demand of the people in an appropriate manner (Young, 2014).
Brand name is one of the most important brand elements which help an organisation in
differentiating their products from other competitors. An organisation will chose their brand name by
considering foreign language words, simple words, online tools etc. along with this, in order to make
their products more distinctive from the competitors Rawlinson consider effective product attributes
like size, colour, functionality, packaging etc. which helps them to snatch the attention and interest of
more consumers.
Pricing strategy
This is an effective strategy which plays a significant role in achieving the desired outcomes from
the business. As it is related to the price of the products at which organisation will offer their products
and services in the marketplace. As the Rawlinson Knitwear is coming with new products that is western
cloths then it is suggested to them that they must focus on adopting economy pricing strategy as
because it will help them in gaining the higher attention and interest of the customers towards their
new products which results higher sell as well as profitability of the company.
Distribution strategy
It is refers to that strategies which have adopted by an organisation in terms to easily reach out
to their customers. The succession and recognition of a firm is based on the effectiveness of their

distribution channels. An organisation can deliver various products and services to their customers
through their outlets, online mediums etc. as like with the help of online medium customers can order
and pay online whereas in other customer go to the stores of the company and but which they wants
and get it easily (Ahmed and Rahman, 2015).
Intensity of distribution refers to the plan of marketers related to the level of availability of a
particular product in the marketplace. This level has been selected by a marketer with the help of its
production capacity, size of target market, price and promotional strategies. Is has also considered by
Rawlinson Knitwear as it helps in ascertaining effective delivery of goods to many outlets so that they
can maximise their sales as well as profitability level.
Promotional strategy
These are those strategies which are adopting by an organisation to create more awareness of
the customers towards company’s products. In order to get the higher success and recognition it is
essential for the manager of Rawlinson Knitwear to espouse some effective promotional strategies so
that they can enhance the sale of their western wear and also can increase their profitability level. There
are various types of promotional strategies like advertisement, personal selling, public relations, sales
promotion etc. Organisation of Rawlinson Knitwear must focus on adopting advertisement and public
relations methods as these both are very helpful for the company to reach out a range of customers and
attract them towards the company’s new products.
Social responsibility
It is an essential element within the business organisation in order to gain the competitive
advantage as these activities help the company in maintaining their brand image among the customers.
An organisation which is considering social responsibilities considered as committing to compliance with
laws, highly transparency governance, prevent human rights, social contribution, maintenance of health
and safety. For maintaining their corporate social responsibilities management of Rawlinson Knitwear
have considered various activities like social welfare, youth development programs, environmental
conversation and programs related to make coexistence with local people. These all will help them in
taking their organisation at leading position with their new products (Raju, SmartBridge LLC, 2014).

CONSLUSION
From the above file, it can be understood that principles of marketing plays a crucial role in
ascertaining the effectiveness of all the business strategies and operating all the activities of the
business appropriately. As it contains all those elements within which are essential for an organisation
to consider for successfully launching a new product in market. It assists an association in selecting best
price, promotional, distribution activities so that success and growth of the business can be assured
within the limited period of time.

REFERENCES
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Young, M. R., 2014. Integrating Quality Matters into hybrid course design: A principles of
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