Principles and Practices of Marketing- PPM

This report discusses the positioning of Holland and Barratt, the application of 4Ps of marketing mix, and the evaluation of marketing effectiveness. It reflects on the decisions and theories used in marketing attempts and evaluates the effectiveness of marketing efforts. The subject is Marketing, Course Code is PPM.

PRINCIPLES AND PRACTICES OF
MARKETING-PPM

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................3
Positioning Of Holland And Barratt............................................................................................3
Explaining Four Of The Marketing Mix P's Are Utilize To Reinforce Positioning....................4
Reflecting tactics decisions and suitable taught theories in its marketing attempt......................7
How Does Holland And Barrett evaluate the effectiveness of its marketing efforts...................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing is the key element of success and growth of companies whether it is small or
large, private or public. With this component, organizations in the recent time are taking pleasure
of increasing sales and profitability. This element is associated with different forms of practices
such as planning, managing, and promoting venture or a product that gain the attention of key
customers. Marketing department with the effective and useful strategies as well as plans has
contributed to enhance the satisfaction level of target market, generated revenue and increase
profits margin. The current assignment will be based on Holland and Barratt, which falls under
the category of leading chains of health food outlets in the UK. The study will explain
positioning statement of chosen company and four marketing mix elements application in their
United Kingdom operations. Furthermore, the report will also define how organization evaluate
effectiveness of its marketing efforts.
TASK
Positioning Of Holland And Barratt
Positioning is defined as overall strategy and effective implication of plans that aim is to
make a brand occupy a top position in the market within specific nation. This term encompasses
different types of strategies and actions that provide a lot of benefits to the organizations such as
Holland & Barratt that operates in the UK and run its venture successfully in retail industry
(Holland & Barrett: a healthy approach to retailing, 2021). It may tend to obtain varied benefits
in bulk such as gain competitive advantages, which is not that easy for any company to do so,
until they may do not have better tactics related to positioning. In the world of business, there are
multiple methods and techniques accessible that chosen organization and its management may
take into their consideration.
For example, firm may consider the key approaches of Porter's Generic strategies,
which play significant role in success and excellent progress of its business (The Advantages of a
Product Differentiation Strategy, 2019). It may utilize differentiation strategy, because of
gaining competitive benefits in effective and systematic manner. It may drive its attention toward
offering those products that encompasses more value and worth, better than organization rivals
that are operating in similar market or industry from longer time. Holland & Barrett have 1,3000
stores in the 16 nations, where company attempt to offer vitamins, ethical beauty enzymes,
minerals, vegetarian food and herbal medicines. Differentiation tactic, may give firm power to

make all these items valuable for customers, in form of adding values that may also contribute to
build positive brand image in the sector. It can be said that differentiation strategy is included in
list of those methods or approaches that varied companies develop and utilize successfully by
providing target market something unique, distinct and different from goods that its rivals are
also offering or providing to individuals. Chosen tactic is better than the other strategies, because
it aids organization to gain competitive edge with in and across national boundary. With this
technique, marketer may take approach to create a desire position of its goods in the market,
more than wait to be created by potential customers or competitors (Tintara and Respati, 2020).
It can be said that by differentiating each item, firm can achieve greater or top position that its
stakeholders expected to grab to achieve in consumers mind. It is fact that successful implication
of differentiation tactic may create brand loyalty among target buyers, which is quite beneficial
for Holland and Barratt in term of increasing sales more than last few years or months.
Explaining Four Of The Marketing Mix P's Are Utilize To Reinforce Positioning
In the corporate world, several models and strategic frameworks available that has been
utilized and applied in the context of many companies, among which marketing mix is the best.
This model encompasses 7 forms of elements that are clearly visible to a firm, which they may
consider and used to reinforce their ventures positioning in particular market or industry. In case
of Holland and Barratt, 4ps of marketing mix concept applied, that aid organization to grow
rapidly and expand its business across UK boundary successfully.
Product-
Organization and its management may take this element into their consideration, which
drive their concentration toward producing and offering those products that target market
demand for and expect to purchase from well-known and trustworthy brands such as Holland
&Barratt. It can be said that a product of any firm, it the key source of success, because it makes
a company successful and able to sustain for long time in the market. It is quite important for
chosen organization to focus on offering each category of item, according to target market
expectations and needs (The 4Ps of Marketing: Product, Price, Place, and Promotion, 2021). It
may contribute to retain and acquire new buyers who belong to different nations or regions and
tend to purchase quality goods. As leading wellness and health retailer in the Europe, firm may
effort to make all its products useful and valuable. By doing so, it may attract more consumers

who are interested in purchase of vitamins, specialist foods and other forms of products, that
make a new consumer capable to become loyal one that is important for brand success.
Price-
Another element of marketing mix model is current one, which company may also take
into its recognizant and utilize to achieve set aims & objectives successfully. According to this
component, it is necessary for Holland & Barrett to select and use the best pricing strategy,
which make it able to retain buyers and gain the attention of more who might be capable to
become a loyal customer. For instance, firm may utilize competitive pricing tactic, in order to
analyse, modify and evaluate the prices of its rivals products and gain competitive advantages by
conducting this practice. The chosen strategy may enable management to continually give
Illustration 1: Marketing Mix
(Source: The 4 Ps of Marketing: Understanding the Marketing Mix, 2017)

competition to other firms and stay head in the market as the biggest competitors for all, for
purpose of preventing loss of potential buyers as well as market shares to firms (The advantages
of competitive pricing strategy, 2019). With this strategy, firm may get chance to higher rate of
its success and progress, which is not that easy for any organization to grab appropriately as key
market opportunity, because it needs a lot of time & efforts.
Place-
This element refers to process of offering and providing target market access to goods,
that means they may purchase each item according to their demand, need and requirements. It is
essential for marketer and other functional units of Holland & Barrett, to select the best and most
comfy location to establish their outlet (Understanding the Marketing Mix: The 4 P’s of
Marketing, 2019). It may give people reason to stay with brand and purchase quality products
continually, without taking decision to switch to other brands items. They may take approach to
develop their venture existence in the mid of populated market, where people may easy reach,
instead of doing a lot of efforts to search the location or store of company. Whether it is UK, or
US, it is important for Holland & Barrett to choose the appropriate destination where its skilled
and talented teams of players build-up business presence and gain attention of more buyers to
take pleasure of shopping goods that in turn provide benefits to them in term of improving health
and reducing the negative impact of any health issue. Organization may take initiative to sell or
deliver products by using both, online and brick & mortar options.
Promotion-
In order to reinforce, business or brand position in the retail industry, Holland & Barrett
marketer may take initiative to utilize the best technologies, channels and methods, because it
may make them capable to promote variety of products worldwide. Promotion is the main tool or
organizational success as it enable marketer to reach at global level and take step to enter into
new market or nation, which in return provide several advantages of the company for that they
work harder. For instance, they may utilize Instagram for purpose of generating brand and
products awareness in the market. In the recent time, population utilized this social media
channel, more than the other channels, in order to collect information about specific things or to
share info about a product, etc. Marketer by using this channel may take pleasure of generating
more web traffic, which may give them chance to become and let firm a strong rival in retail

sector where number of brands are existing. With this method, they may generate awareness and
attract more individuals toward buying goods.
Reflecting tactics decisions and suitable taught theories in its marketing attempt
Holland & Barrett is the best example of leading health food shop in the United
Kingdom, that offer quality and satisfactory quantity of multiple goods to customers. Like other
companies, it also tends to be competitive and gain benefit of continuing this practice. It is
possible, when organization may use strategic approaches and take essential decisions such as
utilization of most effective marketing tool. It can be evaluated that usage of social media
marketing & sales promotion, enable firm to grow rapidly and make capable to be competitive
in the overall industry (Li, Larimo and Leonidou, 2021). It may utilize this strategy in form of
using specific channel or source that may help to share brand message as aim and aware people
about what it seeks to offer them, with consideration of their needs and expectations from
company. Social media marketing put positive impact on firm, in term of increasing its sales
more than other companies. In the recent time, this source is considered as most effective
element in the context of engaging wider customers base (Wibowo and et. al., 2021). As people
prefer to utilize social media channels, such as Instagram, to make assure that they may get data
or proper info about those items that they may use and refer others to take pleasure of that for
longer run.
It can be said that chosen strategy may affect venture significantly that rely on progress
through effective communication and collaboration. By using social media marketing, Holland &
Barrett may take pleasure of generate more revenue and increasing web traffic, which included
in category of most challenging task or operation for companies (Ebrahim, 2020). As it put a lot
of pressure on marketers to work effectively and utilize the best techniques than other
companies. The current technology or digital marketing channel is more than just a platform for
organization, because it may give marketer chance to interact with those individuals whom
which they tend to communicate and aware about quality goods that they may have. In today's
competitive environment, each and every company take approach to communicate with people
whom they target as potential customers. In case of Holland & Barrett, marketer may utilize
social media, which enable them to obtain desire outcomes and expand venture worldwide,
especially those nations where success and growth chances accessible in bulk.

With this strategy, marketer may reflect or reinforce positioning as well as brand
personality, in term of providing useful information to individual buyer who seek to take
decision to purchase quality goods that put positive impact on their health and make them fit.
Furthermore, along with social media marketing, they may utilize sales promotion as well, in
effective and systematic manner (Renwarin, 2021). For example, this method may give brand
power to develop plan to offer discount to customers when they take approach to subscribe their
favourite items and get the lowest price from the last 90 days plus free home delivery. It might
be an amazing offer that no one would miss it, as it may give firm chance to gain the attention of
loyal consumers. Each customer after getting benefit in similar term may conduct word of mouth
promotion that also aid to generate revenue, increase sales and emerge demand for more quality
items.
While purchasing grocery or other category of products, individual person take interest to
grab the discount offer that any firm may give them. Holland & Barrett, may also take the similar
pleasure in term of increasing profitability more than last few years or months, which directly or
indirectly achieve its set aim (Išoraitė, 2020). It can be said that the promotion is the element of
marketing mix tactic that might emphasize the utilization of varied communication techniques
and approaches that company may use to promote the value of its venture successfully. The key
benefit of sales promotion is consumer attraction. As it may enable marketer to gain the attention
of international consumers by offering and promoting discounts, which is the best sources of
marketing. In term of sales promotion and social media marketing, marketer may utilize both
techniques and gain benefit of decision for using these sources.
SDM is another source of marketing effectiveness that Holland & Barrett may use to gain
benefit in bulk. This theory of driver marketer attention toward obtaining benefit of increasing
sales, revenue and market share (Danner and et. al., 2020). It may allow marketer to achieve
strategic aim and objectives in effective manner, by developing those tactics that contribute to
build excellent brand image in the world of business. It may impact positively in form of
enhancing customer base, more than last few months or years. It encompasses strategic solutions
such as utilization of social media and other types of approaches, that marketer of chose
company may use as marketing tools. It can be said that shared decision-making theory may
include key solutions and resolve tension between buyers practitioners and self-determination,
that accountable to assure that each decision are evidence based and in customers interests.

How Does Holland And Barrett evaluate the effectiveness of its marketing efforts
Along with consideration of all the practices and actions, it is important for a company to
measure or evaluate the success and effectiveness of marketing attempts. In case of Holland &
Barrett, marketer may take approach to use the best KPI tool, because it may give them power to
measure the effectiveness of all their products and venture promotion efforts that they may put to
make company famous in the new nation, where it may plan to enter with utilization of key
resources such as good financial background, skilled employees and experience management as
well as other stakeholders who are able to take right decision and action to grow business in term
of both national and international level. For example, marketer may take initiative to identify the
gap between last or current years' profitability, after selling all the products to customers
whether they are new or existing (Czerwinska and Pacana, 2020). It can be said that the profit
margin of a firm is the best source through which their marketers can determine the success and
effectiveness of any action they take to gain benefits and provide value to target market. When
the costs firm more to generate the revenue than the profits it may generate, that's a negative
profits margin and firm is not long for the world of business. Marketer to gain desire outcomes,
when they consider that after products and other from of promotion, does people purchase goods
from last year or not. It may give them capability and better understanding about where the
further changes are needed and who effectively they perform to increase sales (Tundys and
Fernando, 2020). It is one the best and easiest form of methods that are accessible in the
corporate world and utilized by many firms, not matter when it is private or public, large or
medium, this tool provides benefits to each.
Along with above, Holland & Barrett can evaluate the effectiveness of marketing efforts
that its marketer put to reach expected result, it may utilize social media comments. For
example, the utilization of social media channel, may enable marketer to review positive and
negative comments or perspectives of customers. They may take action to read each comment
and interact with those who are still unaware of offering that firm offer to people by adding
value. With this tactic, stakeholders may take opinion of individual buyer and collect data about
how effective their marketing plan is, because it may give them chance to communicate and
interact with new as well as existing group of consumers.
In the recent era, individuals prefer to share their thinking and perspective via using
electronic tools such as current one. It may give marketer opportunity to identify the benefits of

their efforts and take reviews as key consideration about making possible change in the future
that make their work more profitable than ever. Along with all benefits, they may take action to
measure the overall effectiveness in term of reaching website as well, where people may give
their option about goods in term of likes or dislikes. It may give better comprehending to identify
the fact data and it may drive their attention toward taking the best approaches.
CONCLUSION
From above analysis, it has been concluded that differentiation strategy chosen from
Porter's generic model, enabled brand to pleasure of increasing sales and profitability. It has
given tough competition to main competitors in the retail industry and successfully gained
competitive advantages in bulk. It has enhanced its customer base wider than other brands that
are operating in the similar sector. Organization has set its excellent brand image in the market
by using and developing the best elements for purpose of marketing. Furthermore, by summing
up above discussion, it has been summarized that social media and other forms of marketing
methods as well as channels has gained the attention of potential and loyal consumers toward
purchasing brand products. Its marketer has effectively and appropriately evaluated success of
their marketing attempts with utilization of useful KPIs tool, social media analytics and other
techniques, among which social media comments are better in varied terms.

REFERENCES
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