(PDF) Principles of Marketing & Communications in a Digital World

PRINCIPLES OF
MARKETING &
COMMUNICATIONS IN A
DIGITAL WORLD

Table of Contents
INTRODUCTION...........................................................................................................................1
Main Body.......................................................................................................................................1
Brief description of new product.................................................................................................1
Set strategy for the segmentation, targeting and positioning of product in the market...............1
Marketing mix..............................................................................................................................1
CONCLUSION................................................................................................................................2
REFERENCES................................................................................................................................3

INTRODUCTION
Principal of marketing define as tools that can be use in terms to access the new
competitive market. Organization can use this tool to measure the market and competitive
advantage that can be gained. It can define as the business activities, contains in the devolution
of goods from the producer or seller to the consumer or buyer. These principles include of
product, price, place and promotion. On other side, communication in digital world is mandatory
because in current scenario peoples are easily attracted towards social networking sites (Bolton,
Chapman and Mills, 2019). Therefore, communication is the best tool to build the relationship
with others by the use of words, facial expression and body language peoples are able to
understand the thoughts of people.
The present report is based on new product as Sunscreen and Antioxidant Serum for Hair.
Therefore, report describe the principles of marketing & communications in a digital world.
Hence, report will cover the brief description of new product. Furthermore, report will
describe the segmentation, targeting and positioning strategy of new product, lastly, report
outline the marketing mix of new product.
Main Body
1 Brief description of new product
The report is based on bringing up hair care products as Sunscreen and anti-oxidants
serum. This serum is made up of vitamins that aids to taking care of both inside and out. In this
current scenario, the people face the hair fall issues and this product will aid to get rid of this
problem as this would provide nourishment in hair. The report is based on new product as that is
Sunscreen and Antioxidant Serum. Organization lunched this product in the market for their
future expansion. The important part is that there is no huge competition in this hair care product.
Therefore, to launch this product in the market it can enhance the profitability of the firm. Thus,
there are different features of this product which is that this serum is protects the hair of
consumers (Bheekharry and Singh, 2019). It can protect against UV damage and colour fading
from sun exposure. In this serum includes vitamin E. this vitamin makes hair softer and shiner.
This serum will ensure proper hair growth also it helps to reduce the splits and reduce breakage
leading to longer hair. Therefore, this product is helpfully for the customer because it provides
the hair protection towards the dandruff and different hair irritation problem. This serum will
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easily attract the teenagers because teenagers are concern with their hair problem. Thus, they
easily attract with this type of products.
2 Set strategy for the segmentation, targeting and positioning of product in the market.
Segmentation, targeting and positioning is the tool which helps to identify the target
market for the product and services, this tool helps to identify the customer which firm target the
market for their product, these customers are main key of success the product. The new product
is Sunscreen and Antioxidant Serum for Hair (Chaffey and Ellis-Chadwick, 2019). Thus, to
identify segmentation, targeting and positioning of the product, firm can use this tool.
 Segmentation — Market segmentation is the activity. Firm uses this activity into the
business to divide the target market in different segmentation such as geophysical,
demographical, behavioural, Psycho graphic (De Mooij, 2019). For the new product as
Sunscreen and Antioxidant Serum, firm target the demographical, and behavioural
segmentation for target the market.
 Demographical segmentation — This segmentation includes the different variables
such as age, gender, level of standard, income class, Educational level etc. This new
product is suitable for teenagers and adults that who generally prefer the branded product
for hair, and they also concern for their hair. In teenage, generally peoples are suffered
form different problem for their hair or skin. Thus, this serum product is suitable for the
adults group (girls and boys). Therefore, they target the level of standers which means
people who generate high incomes they prefer the high quality of product for maintain
their standard of living.
 Behavioural segmentation — This segmentation is divide into different group such a
behaviour of customers, loyalty towards the producer and services etc. Thus, for the new
serum product, firm target the buying behaviour of consumers (Simões, Filipe and
Barbosa, 2019). Therefore, consumers who are really preferred branded product they
easily buy product in any price. As in current scenario peoples are getting self-conscious
about their hair and skin, they are getting more concerned with their hairs, so they want to
purchase high quality and high prices of product. Therefore, this product is meet the
requirements of customer.
 Targeting — Organization target the market according to the market size they target the
teenagers (16 to 21) and adults (21 to 30) for their product.
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 Positioning — Enterprise launch the new hair product in the market which is Sunscreen
and anti-oxidants serum with innovative promotional strategy. Therefore, a good position
in the market it enhances the demand of the product, firm offer the discount voucher
while selling the product. Therefore, firm can use advertising strategy to advertise their
product in TV with celebrity face which can help to expand demand of the product.
Hence, Segmentation, targeting and positioning strategy helps to adopt suitable ways of
promotion a product in market. Therefore, It can help to lead the customer base. Therefore, firm
use this tool in the business to promote the product it can help to identify the target market.
Therefore, the new product is 'Sunscreen and Antioxidant Serum' for lunching this product in the
market firm targets the teenagers and adult and also targets the high income group of people who
easily buy this type of products.
3 Marketing mix
Marketing mix is the model that every firm should use in the business to achieve the
marketing objective in the target market. Thus, marketing mix includes the different types of
factors such as product, price, promotion, place (Chaffey and Ellis-Chadwick, 2019). Marketing
mix is the best process to identify the product, place and promotion or pricing strategies.
Therefore, it is the toll of combination of different factors that can be controlled by a company to
influence consumers to purchase its products.
 Product — The new product is Sunscreen and anti-oxidants serum which meet the
requirements of customer. A firm produce the new product which meet the needs of
market. Therefore, product is tangible in form of goods and their has a different feature
like it includes the vitamin in the product which provides the best hair to the customer.
Thus, ingredients in the product provides the protects against hair fall and damages from
sun exposure (Koçyiğit, 2019). Therefore, this product is attracts the customer because
the ingredients in the product is valuable as they provide the nourishment in hair.
 Price — pricing strategy is creates the impact on the sales of the product. Therefore, to
launch the new product in the market organization set the prices on the product which is
'Sunscreen and anti-oxidants serum'. Therefore, firm use the Penetration pricing strategy
when they launch the new product in the market. This strategy is defined as that the
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prices on the product is initially low to attract the customer and then firm enhance the
price according to the demand of the product. This strategy is helpful to attract the
customer because customer are generally bought the low prices of product. Therefore,
entity expect that customers will switch old product into new brand because of the lower
price and high quality (Chaffey and Ellis-Chadwick, 2019). Thus, this strategy is suitable
for the new product because it attracts more customer as hair product is meet the need off
customer.
 Promotion — To promote the new product, organization uses different promotional
strategy to enhance the demand of the product. Therefore, there are different promotional
strategy such as advertising, sales promotion, discount offer, online marketing etc. Thus,
for enhance the demand of 'sunscreen and anti-oxidants serum' firm make the new tag
line winch helps to attract the customer for example, “we will protect, you will shine”
this tag line is attracts the customer towards the product (Bolton, Chapman and Mills,
2019). Furthermore, firm can also use the sales promotion by giving the discount
vouchers like buy one get one free. In other side, firm also use the advertising strategy to
attract more customer in worldwide they use the celebrity face in their advertising to
attract more bulk of customers. Therefore, organization use the online marketing to
attract the customers that means they advertise the hair product in social websites such as
Facebook, Instagram and tweeters etc. Therefore, this all promotional strategy helps to
enhance the demand of the product.
 Place — firm establish the product in different location to target the market. Organization
must select the different location to establish the product in the market like firm target the
UK market, Asian market to enhance the product. Therefore, firm target the development
countries for their product because when firm sale their product in development countries
it can create positive response of the audience because peoples are generally likes the
branded products.
CONCLUSION
From the above project report it summarized that principal of marketing is the tool that
helps to determine the competitive advantage to the organization. The main principal is product,
price, place and promotion that also can be termed out as 4ps. This helps to identify the market
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by continually evaluate and re-evaluate business activities of the firm. Communication in digital
world that helps to share the new ideas with others in effective mode.
The report is based on new product as Sunscreen and Antioxidant Serum for Hair.
Therefore, report has described the brief introduction of product. Furthermore, report has
explained the segmentation, targeting and positioning strategy that can helps to identify the target
market. Lastly, report has explained the marketing g mix strategy which helps to achieve the
marketing objective.
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REFERENCES
Books and Journals
Chaffey, D. and Ellis-Chadwick, F. 2019. Digital marketing. Pearson UK.
Koçyiğit, M. 2019. New Communication Strategies and the Future of Advertising Narration. In
Handbook of Research on Narrative Advertising (pp. 333-340). IGI Global.
Gustavo, N. 2019. Trends in Hospitality Marketing and Management: Facing the 21st Century
Challenges. InHandbook of Research on Entrepreneurship and Marketing for Global
Reach in the Digital Economy (pp. 311-337). IGI Global.
Bolton, R.N., Chapman, R.G. and Mills, A.J. 2019. Harnessing digital disruption with marketing
simulations.Journal of Marketing Education, 41(1), pp.15-31.
Bheekharry, N.D. and Singh, U.G. 2019. Integrating Information Technology and Marketing for
Better Customer Value. In Information Systems Design and Intelligent Applications (pp. 1-
9). Springer, Singapore.
De Mooij, M. 2019. Consumer behavior and culture: Consequences for global marketing and
advertising. SAGE Publications Limited.
Simões, D., Filipe, S. and Barbosa, B. 2019. An Overview on IoT and Its Impact on Marketing.
In Smart Marketing With the Internet of Things (pp. 1-20). IGI Global.
Online
Segmentation, Targeting, and Positioning 2018. [Online]. Available through :
<https://www.consumerpsychologist.com/cb_Segmentation.html>.
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