Report on Marketing Principles | Perfetto

Marketing
principles

CONTENTS
Introduction................................................................................................................ 3
Task 1......................................................................................................................... 3
a) Elements of marketing process...........................................................................3
b) Benefits and costs of marketing orientation .......................................................4
Task 2......................................................................................................................... 4
a) Macro and micro environmental factors .............................................................4
b) Segmentation criteria for the purpose of targeting market.................................5
c) Factors in choice of targeting a market segment ...............................................6
d) Concept of consumer buying behaviour ............................................................6
e) Product re-positioned for Perfetto Juice Company ..............................................7
Task 3......................................................................................................................... 8
a) Products are developed to sustain competitive advantage ................................8
b) Distribution.......................................................................................................... 8
c) Role of pricing strategies in achieving organizational objectives in recession
time period ............................................................................................................. 9
d) Promotional activities to achieve objectives ......................................................9
e) Extended marketing mix...................................................................................10
Task 4....................................................................................................................... 10
a) Marketing mix .................................................................................................. 10
b) Differences in marketing products and services to businesses
rather than consumers market ............................................................................11
c) Marketing activities for domestic & international market .................................12
Conclusion................................................................................................................ 12
References................................................................................................................ 14

INTRODUCTION
Marketing principles involves wide range of strategies, standards, ideas and techniques
which helps the organization to develop their marketing activities and practices in an effective
manner. The effective marketing practices are performed in order to promote company's product
and services in the market. The principles of marketing are considered by most organizations
because it helps in enhancing the brand image of both existing and new product in successful
manner. In accordance to this aspect this report helps to understand marketing principles. In this
report, according to given scenario Perfetto Juice Company is considered which is specialized in
healthy beverages and it is one of the famous smoothie brands in both UK and Europe. Further,
this report evaluates elements of marketing mix process and its tools are used to analyse micro
and macro environment of the organization. This report also involves concepts of segmentation,
targeting and selection of cited firm products.
TASK 1
a) Elements of marketing process
Marketing process is a planning procedure which contains formulation of strategy,
marketing mix decisions and analysis of situation along with control and implementation. To
ensure the development of Perfetto in an effective manner cited firm needs to consider various
elements of marketing process. These elements are discussed as below:
 Environmental analysis- This analysis helps the company to understand various factors
which are related to both internal and external environment. The evaluation process is
done by using strategic tools such as SWOT, PESTLE and Porter's five forces model, etc.
Perfetto implements these strategic tools to understand its customers and market
demands.
 Market audit- The market audit includes procedure to evaluate present market
conditions along with identified needs of company's customers. Through this market
audit, the management of cited firm can develop and produce its products in the more
effective way (Dalgic and Leeuw2015).
 Objectives- To examine relevance of its marketing objectives, Perfetto can use SWOT
analysis tool to evaluate the situation. This method will assist the management to identify
company's strength, weakness, opportunities and threats. This stage of marketing process

identifies marketing objectives of Perfetto which mainly focus on profit maximization in
both long and short term perspective. The marketing objectives help to increase value of
firm's brand image.
 Marketing mix- This step of marketing process deals with different elements of
marketing mix such as price, promotion and place etc. which aids to evaluate
characteristics of target customers of Perfetto.
b) Benefits and costs of marketing orientation
The marketing orientation helps in understanding the specific demands and needs of
target customers and it also monitors value of brand image and performance of products in the
market.
Benefit
The main aim of marketing orientation is to deliver better quality products to customers
by focusing on customers’ needs and requirements. With the help of marketing orientation
Perfetto gain strong hold on company's target market. Furthermore, it is beneficial for the cited
firm to create customers value along with increasing the level of trust among target customers
towards its products and services (Ranjbar, 2012).
Cost
To identify needs of customers, firm spends both time and money by conducting various
programs such as survey and suggestion session. This research process takes lot of time to collect
all information because it is long time procedure which takes efforts, time and money. In
competitive market, if competitors are focusing on product engineering than Perfetto can take
this opportunity to increase their sales level and customers through marketing orientation. The
challenges such as rapid changes in target market affects strategies of marketing orientation. The
changes may be fluctuation in cost of raw material, services and products etc (Marketing
orientation, 2012).
TASK 2
a) Macro and micro environmental factors
Both macro and micro environments are analysed to develop market by using various
tools and techniques which are described below:
Macro environment