Marketing Principles and Customer Communications

This study material explores the principles of marketing and customer communications. It discusses consumer behavior, marketing environment, and communication campaigns. The material includes case studies on Sainsbury, Marks and Spencer, and Aldi.

Marketing Principles and
Customer Communications

Table of Contents
INTRODUCTION...........................................................................................................................4
SECTION 1.....................................................................................................................................4
Introduction..................................................................................................................................4
Main Body...................................................................................................................................4
Conclusion...................................................................................................................................6
SECTION 2.....................................................................................................................................6
Introduction..................................................................................................................................6
Main Body...................................................................................................................................6
Conclusion...................................................................................................................................8
SECTION 3.....................................................................................................................................8
Introduction..................................................................................................................................8
Main Body...................................................................................................................................9
Conclusion.................................................................................................................................10
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11
Books and Journal......................................................................................................................11

INTRODUCTION
Marketing can be characterized as one of the most utilized sources of enhancing the demand for
the organisational offering in the marketplace. It refers to the act of influencing and pursuing the
target consumers in order to invest in the products and services delivered by the business
organisation in the market environment (Jizdny, 2020). Marketing is wide concept and involves
various principles which facilitates in enhancing the awareness about the organisation's products
and services in the market and increasing the sales and generating profits from the same.
Communication also plays a vital role in describing the vision of the organisation to its target
consumers in order to persuade and convince them to buy the same. The report comprises of
three major sections. Section one incorporates Sainsbury as an organisation which is considered
to be United Kingdom's one of the largest supermarket chain. In section two, British retail
organisation Marks and Spencer has been selected. Aldi is considered for Section three, it is one
of the popular supermarket family businesses. The report projects and discusses one of the three
major marketing problems and issues relating to Market environment, Communication campaign
and consumer behaviour.
SECTION 1
Introduction
Consumer behaviour can be termed as the learning and examination of the ways in which the
consumers (individuals or groups) act and behave in the business environment. It focuses on the
ideas, perceptions, perspectives and behaviour of consumers while purchasing and dealing in the
marketplace (Kolářová and Kolářová ,2020).
The business article that has been incorporated in order to study the issues pertaining to
consumer behaviour discusses the value of analysing consumer behaviours in the market in order
to identify its branches and components determining the same. It also provides a brief about the
patterns related to consumers and the forces that guides the decision making power of target
consumers in the market.
Main Body
As per the viewpoint of Euan, 2016, in order to enhance the marketing operations of the
organisation its very essential to understand the behaviour of the consumers and interpret how

they behave in the market environment. Sainsbury also capitalises on the the same so as to
identify the needs and wants of the consumers in order cater to the same. It helps the company in
attraction and retention of consumers within the business organisation in the near future.
Consumer behaviour and decision making is influenced by various factors and Sainsbury need to
align their operations to the same in order to increase the sales and operations of the business
organisations
There are various steps and stages involved in examination and interpretation of the consumer
behaviour of the target consumers. Sainsbury incorporates the same in their management
functions in order to promote their products and services in the market.
Demand or problem recognition: First and the foremost step involved while buying the products
and services in the market is that the specific consumer identify its needs, want and requirement
from the marketplace.
Relevant information search: After identifying the respective needs, consumers tries to gather
information about the products and services that can help them to satisfy and live up to their
requirements and expectations.
Effective evaluation of the alternatives: It is a step which involves the evaluation of products
and services available to the consumers in order to select the best alternative possible.
Purchase decision: This step involves making the final decision of buying the products and
services best suitable to the consumer.
Post purchasing behaviour: This step incorporates the behaviour and feedback of the consumer
in relation to the product purchased by the same so as to determine whether the product was
satisfactory or not and is the consumer willing to invest in the product or service again or not.
The above mentioned steps facilitates Sainsbury in order to make sure that all the above
mentioned details are aligned with organisational functions and help to persuade the consumer s
to buy the products and services offered by the organisation. The company can also leverage
from the audience generated on its online portals in order to connect with them in an effective
manner and increase their interest about the organisational offerings. Hence, it is very essential
for Sainsbury to utilise all the measures in order to examine the needs and leverage from the
same (Loisa, 2020). This will also assist the company in encouraging their productivity and
goodwill in the market environment.

Conclusion
From the above information, it can be stated that assessment of the consumer behaviour is
extremely important in order to gain a competitive advantage in the market and increase the
market share as well. It also helps the business entity in order to capitalise the same in their
production and of operations functions.
SECTION 2
Introduction
Marketing environment can be characterized as an element that needs to be studies by the
various business organisations in order to determine the forces that are internal or external to the
particular business organisation and have the power to impact either of them (Kushnerus, 2020).
Few of the forces prevailing in the market environment can be controlled whereas some of them
cannot be restricted or controlled by the organisation. Therefore, it is very important and relevant
information pertaining to the business environment so as formulate and implement effective
strategies which can facilitate in responding to the same.
Two business articles are taken into consideration in order to describe the market environment.
The first one details about the factors and forces related to the marketing environment and the
second one provides a brief about the Techniques and tools incorporated by a business enterprise
in order to analyse and examine as well as interpret the internal as well as external business
environment and facilitates in the effective alignment of business strategies in the same.
Main Body
According to Agwu, 2018, they study of marketing environment is necessary to identify and
analyse the current business trends of the same. It provides us a brief about the formulation of
policies and procedures that can help an organisation to enhance its current marketing function in
order to capture and attract the consumers towards organisation's products and services. A
marketing environment comprise of two major components i.e. micro and macro. Micro
basically incorporates the general public, competitors, suppliers, intermediaries etc. whereas the
macro incorporates social, legal, political, environmental, cultural, economical, technology
forces. In order to maintain a good position in the market it is essential for an organisation to
analyse the above mentioned i.e. micro and macro components so as to make contingency plans
relating to the same.

Jennifer Post, 2018, stated that a business organisation can utilise various theories, modals and
frameworks in order to conduct an effective and efficient market environment research study.
PEST and four principles of marketing are some of the theories and models that can incorporated
and utilised by an organisation so as to cope up with the sudden changes and dynamics of the
market environment.
Marks and Spencer is an organisation that also utilises the above mentioned models so as to
survive in the market and maintain its current position in the same.
PEST analysis in relation to Marks and Spencer organisation are listed below :-
PEST analysis: It is a structure adopted by business organisation in order to study the
environment external to the organisation and utilise the same in organisation's favour.
Political: Due to unrestricted and loose trade policy, Marks and Spencer capitalises on a great
political benefit so as to operate its operations worldwide. Although the company has the
respective advantage, it still needs to take Brexit code into consideration as the same has
restricted the application of the loose trade policies in the Marks and Spencer. The company also
needs to take into consideration the political stability so as to carry out its operation according to
the same.
Economic: In order to regulate the financial resources of Marks and Spencer, it is necessary for
the company to keep an eye on the economic factors as they provide an insight to the
organisation about the current economic condition and stability of the environment and how an
organisation can use the same in order to enhance its current market effectiveness (Wereda and
Woźniak, 2019).
Social Factor: Marks and Spencer need to study the social and cultural aspect of the consumers
in order to line up and adjust its services to the same and provide better satisfaction to them.
The company is expected to adjust to the social dimensions of the target segments it wants to
cater to so as to assist the organisation in increment of its sales and operation in the market place.
Technological: In order to maintain a lead in the market it is very prominent for Marks and
Spencer to introduce and utilise latest technology in its production and operation so as to
promote innovation in operations of the company and reach more consumer attention as
compares to the competitors in the market. Technology is one of the most essential elements as
its advancements can helps the organisation to up its game in the market environment and enjoy
greater profits as well.

Four Principles of Marketing in relation to Marks and Spencer:-
Four principles of marketing: It can be described as the major elements that facilitate and
contribute in enhancement of marketing strategies in the market environment so as to promote
brand within the target consumers.
Product: The product range of Marks and Spencer is quite broad and vast. The company has
various product lines to offer such as casual and day wear clothing, home appliances,
accessories, footwear, night wear etc.
Price: The Company’s pricing policies are quite affordable and flexible so as to reach a large
number of consumers and enhance retentiveness of the same within the business organisation.
Place: Marks and Spencer is a global firm which carry out its business operation all across the
world. The presence of the company at a global level is one of the main advantages of the same
as it helps the company to acquire good market share in its particular industry.
Promotion: Marks and Spencer capitalises on various promotional antics such as digital
marketing, online advertisements, digital campaigns, social media platforms etc. in order to
create the awareness about the products and services offered by the organisation within the target
market.
Conclusion
It can be stated from the above mentioned information that it is important for an organisation to
effectively analyse the market business environment as it assist the company in order to identify
the prevailing opportunities in the market conditions and how a company can capitalise on the
same in order to achieve the organisational goals and objectives. 4’Ps as well as PEST model is
significant in order to analyse the macro environment as well.
SECTION 3
Introduction
Communication campaigns are designed in order to enhance the interaction of the organisation
with the consumers in order to grab their attention and persuade the same to buy the products and
services of the company. It also helps the organisation to encourage its respective brand value in
the market and enhance the organisation’s brand name as well in the marketplace. It is one of the
most popular strategies incorporated by the organisation so as to motivate the consumers to
connect with organisation more effectively (Alsamydai, 2019).

The specific article selected in order to discuss about the communication campaigns will give an
insight on why it is essential for organisations to organise innovate communication campaigns so
as to reduce or eliminate communication barriers and gap between the business organisation and
its target consumers.
Main Body
As per the opinions of Dmitry, 2020, it can be sad that communication campaigns are carried out
by the business organisation with an endeavour of creating alertness about their offerings in the
business environment. It involves scattering and communicating relevant and interesting
information about company’s products and services through various influential media tools such
as television, advertisement, online networks etc. In order to sustain in the current market
condition it is very important for the companies to be more interactive and enhance their
communication as to give tough competition to the rival companies and gain an advantage over
the same.
Aldi is an organisation that has introduced and developed a compotent marketing communication
campaign in order to tanks and regards its staff members for being part of the organisation during
the COVID-19 epidemic. The major purpose of doing the same was to enhance the interest of its
employees towards their work and motivate and encourage them to give their hundred percent
potential in order to realise the company’s objectives and goals. It also helped the company to
boost the confidence of the company’s staff and workforce and also facilitated in maintaining
positive environment in the business organisation.
These communication campaigns helped the organisation to build a positive brand image in the
market and also enhanced the value of the organisation in the eyes of the consumers as they
could connect better t the company due to the communication campaigns carried out by the
same. Communication campaigns have become a necessary part of Aldi’s operations and are
helping the company to enhance its performance in the market and acquire great talent as well.
The communication campaign has helped the company to gain respect and faith of the employees
as well as the consumers as they get touched by the kind gesture made by the organisation taking
care of the individuals that are helping in the growth and success of the company (Gbadamosi,
2019). These effective campaigns also help the company to focus on its expansion and strive to
become of the of dominant organisation in their respective industry.

Conclusion
It can be known from the above study that communication campaigns have the ability to shape
the organisation’s image positively in the consumers as well as employees mindsets. It can help
the companies to maintain good relationship with its target consumers and employees so as to
leverage from both in the long run. It can be analysed that communication campaigns have great
scope for capturing the interest of customers towards the organisational goods and services as
they help to grip the concentration of wide number of audience in the marketplace.
CONCLUSION
Overall it can be concluded that, there are several issues existing in the market which are faced
by the business organisations. An organisation needs to take care of these issues while dealing in
the market and has to plan out valuable strategies so as to respond to these issues effectively and
efficiency in order to promote output and efficiency in their respective companies. A company
needs to study and understand consumer behaviour and purchase decision so as t gain deeper
insights on how to influence the same. Marketing environment needs to identified and analyzed
effectively so as to form essential tactics to cope up with same. Moreover, communication
campaigns need to be intended so as to communicate the mission and vision of the organisation
in order to enhance the sales operations of the company.

REFERENCES
Books and Journal
Jizdny, J., 2020. The Role of Marketing Communication in Social Media on Conversion of
Customers in FMCG e-Commerce (Doctoral dissertation, Webster University).
Kolářová, V. and Kolářová, E., 2020. An analysis of the use of marketing 4.0 principles for
managing customers retionships in microbreweries in the capital city of
Prague. Potravinarstvo Slovak Journal of Food Sciences, 14, pp.336-342.
Loisa, D.C.R., 2020. The Influence of Brand Images on Customer Loyalty (Study of University
Students Using Ticket. com Applications).
Kushnerus, D.A., 2020. Marketing PR and PR relations with marketing. Язык в сфере
профессиональной коммуникации.—Екатеринбург, 2020, pp.403-409.
Wereda, W. and Woźniak, J., 2019. Building Relationships with Customer 4.0 in the Era of
Marketing 4.0: The Case Study of Innovative Enterprises in Poland. Social
Sciences, 8(6), p.177.
Alsamydai, M.J., 2019. Marketing Engineering And Making Marketing
Decisions. International Journal of Scientific & Technology Research, 8(11).
Gbadamosi, A., 2019. Marketing: the paradigm shift. Contemporary Issues in Marketing:
Principles and Practice, 1.
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