Principles of Marketing: Marketing Planning, Segmentation, and Positioning

This document discusses the principles of marketing, focusing on marketing planning, segmentation, and positioning. It covers the components of marketing planning, including market research, target market identification, and competitive analysis. The document also explores the micro and macro environment analysis using the PESTLE framework. Additionally, it discusses the marketing mix elements and how to position a company's product in the consumer market. The document provides insights into the overall market segmentation and the importance of understanding the target market. It concludes with strategies for positioning a company's product in the consumer market.

PRINCIPLES OF
MARKETING

Table of Contents
SECTION 1......................................................................................................................................3
Marketing Planning Component.................................................................................................3
Micro and Macro environment analysis......................................................................................4
Marketing Mix............................................................................................................................5
SECTION 2......................................................................................................................................6
Overall market Segmentation......................................................................................................6
Identifying the Target market......................................................................................................7
Positioning companies product in consuming user market.........................................................7
REFERENCES................................................................................................................................9

SECTION 1
Marketing Planning Component
Marketing play vital role for all organization in establishing good name of business in
front of other in a market. First element of marketing is planning done in regards of marketing.
There are different type of component which need to consider by the Megan before offering
vineyard tour, some of the components are as follows:
 Market Research: First component is a market research, Megan has to make sure that
they used to conduct a market research in a way that it used to help the vineyard in
getting information about different trend which are prevailing in market (HR and Aithal,
2020). Also, market research will help Megan in understanding the future uncertainty, on
the basis of same different decision can be made easily.
 Target Market: It is another component which need to consider by Megan in marketing
planning concept of company. They have to plan a user base they are in general looking
to target a user in the coming future. Target customer base will generally help an
organization in planning the offering in the best way to a user (THIS, 2020). Competitive analysis: It is another component of marketing planning which need to be
consider at the time of planning future activity. As it is very much important to have
knowledge about the competitor and on the basis of future activity in an organization
should be planned.
Marketing context
Vineyard is looking to offer a tour to a user in their vineyard. Tour will be offered to all
UK visitor and also for other tourist. Marketing context of an organization will offer the right
service to consuming user at the right place. For the same reason there are different type of
decision which will be taken by an organization. Some of the same are as follows:
Advertisement: It is the first context in the process of achieving goal of the vineyard,
Megan will concentrate on advertising offering of an organization with the help of hoarding and
boards at different tourist places and Airport and stations in general. It is important for an
organization as it will only help an organization in educating target customer with the offering of
an organization.
Communication: It is another important part of marketing feature of an organization. As
organization will look to communicate the different offering of an organization to target

customer on regular basis. This will help a user in being update with different offering. This will
have done with help of email and SMS marketing.
Micro and Macro environment analysis
PESTLE
Political Factor: Looking at political forces in UK, it can be said that it is very much
favourable for an organization as there is good sort of political stability in the nation. This will
help company in staying with same policy for longer period. At the same time decision like
Brexit will definitely affect an organization in context of cost and number of customer.
Economical Factor: This factor will bring mix impact for the vineyard, as interest and
inflation rate of nation is very much favourable which will help an organization in procuring the
finance at lower rate.
Social Factor: This is not that favourable in term of its impact, as taste and preference of
consumer are changing on regular basis. Hence, it will create good cause of concern for an
organization to manage need of all consumer effectively.
Technology Factor: Technology in a market is changing on the regular basis, it used to
increase amount of competition for an organization as different competitor uses different
technology to attract consumer toward them. Hence, it will be difficult for company to select the
best technology out of different alternative available.
Legal Factor: Looking at the legal factor there are variety of different type of legal issue
which will be faced by the organization. As there are many restrictions in regard to running a
vineyard. Employment legislation is another legal issue which is faced will be faced by the
vineyard.
Environmental Factor: There will be variety of different type of impact which will be
faced by an organization in managing the environmental forces in a market. For the same reason
organization has to make sure that they compile different activity with environmental friendly
service. Also, health and safety of employee is another big concern for all the organization in
current scenario. For the same reason organization has to make sure that they used to provide
good environment for employee at workplace.
SWOT

Strength Weakness
Quality of companies product is one of the
biggest strength of company, as it is loved by
consuming user in current scenario.
Local goodwill of an organization is another
strength of company (Ketter, Mansfeld and
Avraham, 2016).
Lack of resources of an organization used to
reduce the scope of an organization to expand
in coming future.
Lack of product line is another weakness of an
organization.
Opportunity Threat
There is good sort of opportunity for an
organization to expand their business to new
location and improve scope of business.
The Biggest threat for an organization is the
amount of competition present in organization,
this impact the efficiency of an organization in
the current scenario.
Marketing Mix
Product: Company will be offering services to a user in regard to touring to the vineyard
and also will offer the good and fresh vine to a user as a product of an organization.
Price: Company will be using screaming pricing method in general to attract the eye of
customer in a market (Moosavi Tabatabaei, Sadjadi and Makui, 2017). Under these scheme
company will be keeping the price of companies product in initial stage and after that price of
offering will be increased.
Place: Place will be location of the yard that is North Downs of famous Chalky soil
which is spread over 20 acres of land. Company is also looking for online sell of companies
product as well.
Promotion: Service of an organization will be promoted with the help of social media
platform and on road hoarding at different tourism place.
People- people includes in Hill’s Vineyard are majorly owners that is Jamie and Megan.
Along with this other management team and employees working in vineyard are also includes in
people aspect of marketing mix.

Process- process is defined as series of steps undertaken to provide goods and services to
consumer. In case of vineyard tour consumers will be taken for tour of whole vineyard.
Physical evidence- physical evidence includes environment of vineyard and this is
approximately 20 acres of land and has vines grown in all over land.
SECTION 2
Overall market Segmentation
The first element of STP model is segmentation which is defined as identifying the need of
consumer and then dividing them in different groups based on common characteristics
(Camilleri, 2018). The segmentation is very essential as this assist business in dividing consumer
under different group on the basis of some similar characteristic or attributes. a market
segmentation is very crucial and beneficial for company as this will assist an organization in
focusing on major segment of consumer which are the target of company. This will help
company in paying more attention to major segment of company only. This will increase the
working capacity and profitability of company to a great extent. The major reason behind this is
that company knows in advance that which target group they have to focus more and which
group need to be given less preference.
For the case of Hill’s Vineyard, major option for which they must focus on segmentation is
tourist which are coming to UK looking for booking a vineyard tour. The idea in this case study
is to start up a new online retail outlet but the owners Jamie and Megan are not having proper
knowledge relating to online working. So the reporter also suggested about providing of
‘vineyard tour’ to both UK based visitor and other tourist coming to the place. This idea is more
viable as this will increase the image of company among the consumers (Adeola, Ehira and
Nworie, 2019). In addition to this consuming user will have an opportunity to look at way the
wine is being prepared and what things are being involved. The major segment in which
consumers can be divided are as follows- Demographic- under this segmenting is based on personal attributes like age, gender,
income, education and other related factors. Geographic- under this consumer are divided on basis of geographic areas like city,
region, state and others.

 Behavioural- under this major basis of segmenting is how the people use product and
how much loyal consumer is with company and many other.
 Psychographic- this is segment which is related with lifestyle, personality, values,
thinking, perception of people (Segmentation, Targeting and positioning (STP) model,
2020).
For the Hill’s Vineyard segmentation is done on basis of demographic and geographic
basis. The major reason underlying this is that on basis of demographic the age is taken as base
for consumer and in geographic UK people and tourist coming to UK are more focused. In
addition to this psychographic segmentation can also be used as under this Hill’s Vineyard will
mainly focus on the people having high class lifestyle. The major reason behind this is that high
class people has major interest in vineyard tours.
Identifying the Target market
After segmentation is done, next stage is selection of target market which means that out
of segment selected a major group of consumers are being selected. Deciding the target market is
very essential for an organization to have success. The main reason beneath this is that when
company knows that which is their major target then they have to focus only on that group of
consumers only. After deciding for all segment, company analyses need of each of segment and
then matches requirement and demand of product and services of an organization to need of
segment. After this company selects the segment wherein need of product and service is very
high and target for that group only.
In the case of Hill’s Vineyard, major target being selected is based on geographic area
that is company will majorly focus on tourist of UK only. In addition to this another major target
which Hill’s Vineyard will focus is younger group on the basis of demographic segment. The
major reason for selection of younger mass of society is that they are more attracted towards
vineyards. In addition to this people having rich lifestyle can also be targeted from
psychographic segment (Nengsih, Soleh and Stiari, 2019).
Positioning company's product in consuming user market
The positioning is last stage or element of STP model which states that positioning product
in mind of consumer is very essential. The major reason underlying this fact is that when
company position product then this creates an image in mind of consumers. This also includes
creation of Unique Selling Proposition (USP) as this will help company in placing good image of

company and its product in eyes of consumer (AL-MANIQ, 2019). The positioning is very
essential for Hill’s Vineyard to conduct as this will assist company in increasing number of
consumers by placing good image among consumers by providing good quality of product and
services to consumer coming for vineyard tours. For effectively positioning product Hill’s
Vineyard can use following strategies-
 Set the pricing of product very nominal so that consumers can easily have access to
product and services.
 In addition to this another strategy is to provide for better quality of services and product
in addition with reasonable pricing.
 Along with this another strategy is to provide more benefits and advantages as compared
to other competitors. This is done in order to have a competitive advantage over other
competitors. The major reason underlying this fact is that when additional benefits will be
provided to consumer then they will prefer product and services of Hill’s Vineyard over
other competitors.

REFERENCES
Books and Journals
Adeola, O., Ehira, D. and Nworie, A., 2019. 5 Segmentation, Targeting, and Positioning in
Healthcare. In Health Service Marketing Management in Africa (pp. 45-55).
Productivity Press.
AL-MANIQ, D.H.F., 2019. PENGARUH KINERJA SUMBER DAY INSANI, PROMOSI,
KEMITRAAN, MEREK DAGANG DAN SEGMENTATION, TARGETING,
POSITIONING TERHADAP PERKEMBANGAN USAHA BORDIR DI PROVINSI JAWA
TIMUR (Doctoral dissertation, IAIN Tulungagung).
Camilleri, M.A., 2018. Market segmentation, targeting and positioning. In Travel marketing,
tourism economics and the airline product (pp. 69-83). Springer, Cham.
HR, G. and Aithal, P. S., 2020. Integrated Marketing Mix Framework for Baby Care Retailing in
India. International Journal of Applied Engineering and Management Letters
(IJAEML). 4(1). pp.191-218.
Išoraitė, M., 2016. Marketing mix theoretical aspects. International journal of research
granthaalayah. 4(6). pp.25-37.
Ketter, E., Mansfeld, Y. and Avraham, E., 2016. The role of marketing in tourism planning:
Overplay, underplay or interplay?. Turizam: međunarodni znanstveno-stručni
časopis. 64(2). pp.135-148.
Moosavi Tabatabaei, S. R., Sadjadi, S. J. and Makui, A., 2017. Optimal pricing and marketing
planning for deteriorating items. PloS one. 12(3). p.e0172758.
Nengsih, M.K., Soleh, A. and Stiari, M.A., 2019. ANALISIS IMPLEMENTASI STRATEGI
PEMASARAN MEMBERSHIP DITINJAU DARI SEGMENTATION, TARGETING,
POSITIONING DAN MARKETING MIX (Studi Pada Toko Subur Lestari Group
Lubuk Linggau). Khazanah Ilmu Berazam. 2(2 Juni). pp.250-261.
THIS, T. M. I. L., 2020. Strategic Marketing Planning. Hashtags and Headlines: Marketing for
School Leaders, p.29.
Online
Segmentation, Targeting and positioning (STP) model. 2020. [Online]. Available through: <
https://www.mindtools.com/pages/article/stp-model.htm >