Principles and Practices of Marketing

This report discusses the principles of marketing mix, strategic decisions and relevant theories in marketing efforts. It evaluates the effectiveness of marketing efforts for Holland & Barrett, a chain of health food shops headquartered in the UK. The report covers the four principles of marketing mix, AIDA model, push and pull marketing strategies, and more. The report concludes that using such theories and models assist in developing strategies and achieving a competitive advantage at the marketplace.

Principles of
Practises of marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Marketing mix........................................................................................................................1
Illustrate about strategic decision and relevant taught theories in marketing efforts.............3
Does can evaluate the effectiveness of marketing effect........................................................6
CONCLUSION................................................................................................................................6
.........................................................................................................................................................7

INTRODUCTION
Marketing is defined as set of activities that is used by an organisation to promote its
goods and services at marketplace (Ningsih, 2021). In addition to this, it is important for an
organisation to conduct marketing activities effectively as it help in enhancing brand image,
increase performance, enhance market performance and so on. The four principles of marketing
mix are product, price, place and promotion. In the present report, Holland and Barrett is taken
into consideration. It is a chain of health food shops which was established in year 1870 and
headquartered in England, UK. The report will cover marketing mix of the respective
organisation along with how it support company to position itself. Along with this, there is a
discussion about various theories associated to strategic directions (Simatupang., 2021). In the
last, evaluation of effectiveness of marketing efforts in context to chosen organisation is
elaborated in a proper manner.
MAIN BODY
Overview of the organisation
Holland & Barrett is a chain of health food shops which is headquartered in UK and
founded in year 1870. In addition to this, the company has around 1320 stores globally within 16
countries which shows that it has high market presence and share as well. The products that is
offered by company is vegetarian foods, herbal medicines, beauty enzymes, minerals and many
more. Holland & Barrett has approx (Vallejos Martinez, 2021). 7000 skilled and talented staff
members which is one of the major reason of its success and growth at marketplace. The
organisation make use of effective promotional techniques such as advertising, direct marketing,
social media and many more. All this assist Holland & Barrett to gain higher growth and
enhance its brand image within the market.
Marketing mix
It is a bunch of marketing tool used by company to constructively sell it's product in the
market. Combinations of these tools allows companies to make lucrative marketing decisions by
developing their strengths and limiting their weaknesses. Seven P's of marketing mix are as
follows: Product: This grasps focus on product's purpose, look, packaging and other details
related to product and what does a consumer desire to obtain from it. Holland and Barrett
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is always committed to serve better quality of product and services with defined purpose
and best packaging to it's customers. Their selling practices involves wide range of
branded as well as self-absorbed products across vitamins, supplements, food, beverages,
health, wellness, vegan, natural-beauty, sports nutrition, and many other categories. It
owns a number of copyrights, licensing and trademarks for specific sports nutrition
product lines. The product are showing the values of fitness and wellness that means to
people right away which can lead to the accomplishment of long term growth and
success of the business organisation. Price: This element of marketing mix not only focus on selling price of a product but, it
also focuses on discounts, offers, fees, etc. which they realise along the purchase of that
product. This allow marketers to think about actual market position of their company and
then decide the product's price (Hopkins., Ferrell and Hopkins, 2021). Holland and
Barrett goes through various reports and analysis which help them to identify customers
needs, they also keep prices of necessary nutrition products stable without compromising
quality to gain maximum profits. The organisation is always interested in discovering
price effective, newly furnished and innovative products to attract their customers.
Company's products should not be so costly as compared to its quality and benefits that
arrive by its use, that makes the pricing policy by marketeers very much suitable and
cost effective for customers. Place: This element let marketers to place their products at correct place and most
suitable time where customers are available and smooth-flow of operations could occur.
Marketers studies how they should place their advertisements where it achieves
maximum visibility of customers and try to expand in destined locations. Holland and
Barrett has established it's outlets and distributes its products by studying about location,
where population density is considerable and product is accessible to everyone. The
company has campaigned its products at various place and initialised health awareness
and a thinking of 'wellness for all' in the streets of UK (Yaghtin, 2021). Its products and
services will cover areas nearby fitness centres, gyms, hospitals, supermarket retails,
shopping hubs and other outlets to sell its products effectively.
 Promotion: It helps to introduce and convey exact social messages associated with
product or services to consumers that helps to bring in awareness about an existing or
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new products or services. Holland and Barrett believes to induce customers towards their
brand by using both above-the-line and below-the-line marketing strategies. The
company also uses various technical and online support like use of social media sites for
improving brand recognizance. The company campaigns its products and services all
across UK with the help of online Workout videos and normalising good habits by
sharing various ways for fitness and getting people to purchase its products.
Promotional mix: It is defined as combination of various marketing strategies that is used by an
organisation to communicate about its product and services along with benefits. In relation to
Holland & Barrett, it make use of advertising, sales promotion and direct marketing as an
effective element for promoting its brand.
Advertising: In context to Holland & Barrett, the company make use of both online and
offline methods to advertise its products such as social media platforms. This help company to
attract large number of customers within less time and enhance its customer base level, increase
performance and achieve competitive edge at marketplace.
Sales promotion: In order to promote its offering and increasing sales of its product,
Holland & Barrett provide discount, loyalty programs and other benefits to its customers
(Amanda., Santosa, and Winarno, 2020). This assist company to raise its sales in less time and
also improve its business performance effectively and appropriately.
Illustrate about strategic decision and relevant taught theories in marketing efforts.
Strategic marketing decision are the decisions which made part of interactive process of
strategy development. In this company these decision in response to the changing dimensions of
the marketing that environment in order to ensure a sustainable competitive advantages. It will
also help to formulate as per plan of action and align about small term and long term goals. As
per management perspective strategic decision making is different form the routine choices make
every day. In perspective of Holland and Barrett company is one of leading chain of health and
food shops in overall international level. There are some of the marketing theories implement to
analyse better competitive advantages:
AIDA model:
According to this model which stands for Attention, Interest, Desire and Action model
where it is used advertisement effect model that identifies the stages individual goes through
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during the process purchasing product or service. This model is also commonly used in digital
marketing where it used sales strategies and public campaign.
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 Attention: This is first step in marketing or advertisement to perform in such a manner
as customer get attract as much more towards product and services. The presentation of
product and services advertisement must in quality manner that shows the some right
amount of content that attract more customer attention (Fallahi and SOLEIMANI.,
2020). This is one of best approaches of attracting consumer attention is which called
creative disruption highly message creative. For Holland and Barrett, their marketing
team need to make sure to promote or advertise their product and service in different to
make customer attention in high manner.
 Interest: Once the consumer is aware that the product of services exists, the business
must work on increasing the potential customer interest level. This is one of most
challenging part where company need to make sure the advertisement information is
segregated in easy to read and understand. Similarly, Holland and Barrett their
marketing team need to use simple communication language which makes customer
understand about their product and services as well as implement some of the innovation
and creativity to increase the interest of customer.
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Illustration 1: AIDA model., 2020.
Source:
https://corporatefinanceinstitute.com/resources/knowledge/other/aida-
model-marketing/

 Desire: After the process of interested in the product or services where the goal to make
consumer desire it. This is important to make customer realise about why they need to
promote product or services. They providing interesting information on the product
along with benefits of buying it. The benefits and identify to make consumers want to
product more and more as per creative situation. In perspective of Holland and Barrett
need to manufacture their health food product on the basis of mapping customer desires
through market survey in product and services. Thus., this would help out to measure
positive and negative preferences to attain more competitive advantages.
 Action: This ultimate goals is to drive the receiver of the marketing campaign to initiate
action and purchase the product and services. After getting analysed the desires of
customer then it would easy to Holland and Barrett marketing team to implement actions
to get attain more competitive advantages effective management.
Advantages and Disadvantages of AIDA model:
Advantages Disadvantages
It mainly focus on the four elements that build
Attention, interest, Desire and Action where it
is careful to each of elements that comprise
that AIDA name to maximise success of
marketing efforts.
The negative factor for AIDA model is that
purchase decision process is not considered
any more after it ends when customer make
purchase effect such as dissatisfaction,
unfavourable feedback remains unaffected.
Push and Pull strategy in Marketing
In simple terms to push marketing involves pushing to brand in front of audiences. To
pull marketing on the other hand means implementation a strategy to naturally draws consumer
interest brand or product.
 In perspective of Push Marketing is a promotional strategy where the individual business
used to attempt take their product and services to customers (Warasanti and Rustiadi.,
2021). The term push from of ideas the marketers are attempting to push or can consider
to constantly promote single product which make positive impact on market.
 In other side, Pull marketing undertakes opposite approach. The goal of pull marketing is
set to get customer to come for marketer are attempting to pull the customer effectively.
For the perspective of Holland and Barrett their marketing team can make focuses to pull
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their customer for their specific product and services within effective manner. As this
would be generally will use marketing when the customers knows what they seeking for
what problem where he needs to solve about measuring the solution.
Advantages and Disadvantages of push and pull marketing strategy:
Advantages Disadvantages
Push Marketing This marketing strategy would
help to reach more wider accidence
and sell product to create
advertisement.
To hold launching advertisement
event spend lot of money the
marketing purposes (Hati, Gayatri and
Indraswari., 2020). This kind issues
can make your potential customer
doubts the product to sell.
Pull Marketing This type of marketing is
considered as major cost effective
as because usually the customer
already knows what product they
want to buy.
The only disadvantage factor of this
marketing team that this would not
reach to the wider customer towards
outside group.
Does can evaluate the effectiveness of marketing effect.
Yes, by using of AIDA model and Pull and Push marketing strategy can help to mitigate
the challenges and opportunities that existed in competitive market. In perspective of Holland
and Barrett company these two model would be effective to help them increase their sales and
productivity in marketing (Katsikari, Fotiadis and Folinas., 2020). For focusing the promotional
strategy to makes the Holland and Barrett company to analyse their product or branding
positioning in competitive marketing which help to attain more competitive advantages
effectively.
CONCLUSION
From the above discussion, it has been concluded that marketing business function plays
significant role within an organisation in order to gain growth and success at marketplace. Along
with this, marketing mix allow company to develop an effective strategy to put right product at
right place and at right time as well. There are various models used by an organisation for
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strategic direction that is push and pull strategy, AIDA model and so on. It is determined that
using of such theories and models assist to develop strategies and to achieve competitive
advantage at marketplace. It is analysed that it is important for a company to evaluate the
effectiveness of marketing efforts which is measured through key performance indicators.
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REFERENCES
Books and Journals
Ningsih, F. H., 2021. Pengaruh Strategi Marketing Mix dan Brand Image Terhadap Loyalitas
Pelanggan Minimarket Alfamart di Gandaria Jakarta Selatan. Jurnal Ilmu Ekonomi
Manajemen dan Akuntansi, 2(2). pp.106-115.
Simatupang, E. H., 2021. Pengaruh Marketing Mix Terhadap Keputusan Pembelian Konsumen
di Coffee Shop Janji Jiwa Jilid 200 Padang (Doctoral dissertation, Universitas Negeri
Padang).
Vallejos Martinez, D. I., 2021. Estrategias de marketing mix para mejorar el posicionamiento
de" Panadería y Pastelería Q RICO" en el municipio de Cochabamba.
Hopkins, C.D., Ferrell, O.C., Ferrell, L. and Hopkins, K.H., 2021. Changing Perceptions of
Marketing Ethics and Social Responsibility in Principles of Marketing. Journal of
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Yaghtin, S., 2021. Sustainable B2B marketing during a pandemic crisis: An overview of
sustainable solutions and marketing practices. EXPLORING SUSTAINABLE PATHS,
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Amanda, N., Santosa, P.I. and Winarno, W.W., 2020. Effectiveness of E-tourism Website as a
Tourism Promotion Media using AIDA Model: A Study in Context of visitingjogja. com.
Fallahi, F. and SOLEIMANI, B., 2020. A Study of the Effectiveness of Gestalt Theory in
Logotype Design on Audience, Using AIDA Model (Case Study: Logotype of Harir
Fabrics Manufacturing Company).
Warasanti, A.T. and Rustiadi, S., 2021, September. Proposed Marketing Strategy to Increase
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Business, Management and Entrepreneurship (GCBME 2020) (pp. 570-574). Atlantis
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Qian, T.Y., Wang, J.J. and Zhang, J.J., 2020. Push and Pull Factors in E-Sports Livestreaming:
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Sport Communication, 13(4), pp.621-642.
Katsikari, C., Hatzithomas, L., Fotiadis, T. and Folinas, D., 2020. Push and Pull Travel
Motivation: Segmentation of the Greek Market for Social Media Marketing in Tourism.
Sustainability, 12(11), p.4770.
Hati, S.R.H., Gayatri, G. and Indraswari, K.D., 2020. Migration (Hijra) to Islamic bank based on
push–pull–mooring theory: a services marketing mix perspective. Journal of Islamic
Marketing.
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