Marketing Principles and Techniques

This document discusses marketing principles and techniques, including market segmentation, marketing mix, and market research methods. It applies these techniques to the products of Christmas Bakery. The document also presents the findings of market research and analysis.

Marketing Principles and
Techniques

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
1.1 Explain Marketing and its diverse activities carried out in marketing department in
business...................................................................................................................................3
1.2 Explain Market Segmentation and its method as a tool to identify customers................4
1.3 Explain marketing mix and apply it on products of Christmas Bakery...........................5
TASK 2............................................................................................................................................6
2.1 Explain the aim of research and marketing analysis........................................................6
2.2 Explain Market research methods and give example of primary and secondary research.
Further explain primary methods and secondary sources......................................................6
2.3 Outline market analysis tool and technique that can be used by Christmas Bakery........7
TASK 3............................................................................................................................................8
3.1 Use the marketing techniques to research the target market for Cone Cake....................8
3.2 Interpret Findings of Market research and market analysis.............................................8
3.3 Present findings to the marketing team..........................................................................10
TASK 4..........................................................................................................................................12
4.1 Explain the methods used to E-market products or services..........................................12
4.2 How companies manage their online image and give examples to explain the impact it can
have on an organisation if managed poorly or well.............................................................13
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Marketing principles are the tools which is used by the companies to build a successful
marketing strategy for their business. There are four principles of marketing they are product,
price, place and promotion. The techniques of marketing are Email preview, brand storytelling,
podcasting, link building, etc. In this project the topics covered are marketing department
activities in the organisations, a brief of market segmentation and marketing mix, E-Marketing
and its methods, marketing research methods and techniques (Budovich, 2021). The chosen
outlet is Christmas Bakery, it is a bakery shop which have varieties of flavours and items in cake,
bread and buns, etc. Recently, the Outlet have added a new items in their bakery i.e. Cone Cake.
It is a small business shop in UK, the short term goal of business is to build a loyal customers to
increase the sale. The long term goal of the business is to expand their business in different
market by providing a best quality of products to its customers.
TASK 1
1.1 Explain Marketing and its diverse activities carried out in marketing department in business.
Marketing
Marketing is an activity which is used by the organisations to promote their businesses and its
product or services by various promotional techniques such as advertising, sales promotion,
personal selling and many others. It helps to attract the customers and provide valid information
to them about the product or services that increases the sale and profit of the business.
There are various activities which is carried out by marketing department they are as follows-
 Managing brand value-
The marketing department have to manage a brand value of its company and define the
organisation acts, what the company stand for, what they provide to its customers. It is a
responsibility of marketing department to provide a better experience to its customers and make
them feel happy with its facilities. For example- If a company provides worst experience to its
customers than they will not prefer products of the business and it reduces the brand image.
 Providing promotional materials-
The marketing department must provide a materials that promote and gives detailed information
of products or services provided by the company. They should make sure that their products

information must reach a large number of audience. For Example- H&M Promote their products
through various platforms such as social media, advertising, hoardings, etc.
 Market research-
The marketing department have to do research for exploring more opportunities that could help
company to expand their business. Conducting research makes the organisation aware about the
latest technology and needs or demands of customers (Buhalis and Volchek, 2021). For example-
Many companies like Marks and Spencer, Samsung conduct research to get updated about the
new trends and technologies.
1.2 Explain Market Segmentation and its method as a tool to identify customers.
Market Segmentation
Market Segmentation is a procedure that helps business to divide their target market into smaller
groups based on the common interest or characteristics they share, it help companies to target
different categories of customers who can perceives value of product differently from others.
Methods of Market Segmentation
There are various methods of Market segmentation they are as follows-
 Geographical Segmentation-
In this segmentation the customers are divided on the basis of their physical location it helps the
organisation to understand the needs and requirements of consumers. Geographical segmentation
includes city, state, country, region, population density and Zip code. To divide a market
according to the locations helps organisation to recognise differences and advertise according to
it. For example, Mc Donald's serve different products according to different countries culture in
Philippines they sell McSpaghetti whereas in Hong kong ramen flavoured French fries are sold
by them. So the products varies according to different countries. Christmas Bakery have to
choose one of the city to explore and provide bakery products to the local people.
 Demographic Segmentation-
Demographic Segmentation divides a customers on the basis of their age, occupation, gender,
income, educational level and more. When the organisation divided the target market into
smaller groups make them to use their resources and time more efficiently and effectively. The
marketers advertise their product according to the selected target market, they have to focus on
one of the demographic factor to provide information and make market more broader. For
example, H&M target men, children, women of all age and advertise their products according to

the segment. Christmas Bakery have to focus on one of the segment and produce products
according to them.
 Behavioural Segmentation-
Behavioural Segmentation is based on dividing the segment on the basis of customers
behaviours. This segment helps the company to know more about its customers actions, their
habits, status and brand interactions. Behavioural segmentation focuses on the reactions and the
ways through which customers make their decisions on buying process (Chautard and Collin-
Lachaud, 2019). For example Christmas Bakery can organise a reward program to enhance the
behaviours of customers for creating an loyalty towards company.
1.3 Explain marketing mix and apply it on products of Christmas Bakery.
Marketing mix is a model that helps the organisation to plan marketing strategy and
marketing activities that could satisfy target audience and attract more customers. Marketing mix
includes product, price, place and promotion. Through this four P's marketers can keep focus on
the things which are really matter for Christmas Bakery.
Product-
The product of Christmas Bakery must be design in such a way that could met the needs of target
audience and attract them to buy the product. Christmas Bakery should conduct the research
while launching any new bakery product. The products of Christmas bakery are cakes, bakery
biscuits, bread and buns. The products quality must be good and tasty that attracts more people
towards the shop.
Price-
The product price must include all the cost incurred while producing, promoting and delivering
the product. The cost of product should be worthwhile to customers and must be according to the
quality of product. Christmas Bakery must set price of the product keeping in mind the
purchasing or buying pattern and pocket of customers.
Place-
Christmas Bakery should select a place where the products of shop can easily available to
customers in market. The firm have to take decision whether to serve their products online,
physical store or both. Nowadays, customers want a quick delivery of the product keeping in
mind the location of the business should be in right area so that more customers can visit the
shop.

Promotion-
Promotion is a tool which is used to promote the products of Christmas Bakery and provide
information to customers about the new products. Promotion can be done through advertisement,
direct selling, digital marketing, sales promotion and various other methods. By Promotion the
sale of Christmas Bakery could increase and they can earn high profit. Christmas Bakery can use
this tool if they are launching any new products (Edler, 2019).
TASK 2
2.1 Explain the aim of research and marketing analysis.
Aim of research
“To increase market share by enhancing awareness about the Cone Cake”.
Market analysis
Christmas Bakery have to analyse firstly before launching the new cake, they have to know the
perspective and feedback of the customers than only the outlet can launch new item. Market
analysis is important for any business as it reflects whether the product will survive in the market
or not. Through market analysis Christmas Bakery can get the information about the customers,
industries and competitors. It also help to make the strategy and plans according to the market
situations.
2.2 Explain Market research methods and give example of primary and secondary research.
Further explain primary methods and secondary sources.
Market research is a technique which is used to collect information of target market.
Generally the organisation use this information for increasing their use experience and design a
better quality of products that attracts the customers. The market research methods are as
follows-
 Surveys-
Survey is one of the method of market research which includes a questions bank related to the
products, the question can be open ended or close ended. The questions should be written in a
concise way and must be clear so that the reader may not face any difficulty while answering.
Christmas Bakery can also use this method so that they can know about their product quality
feedback from customers.
 Interviews-

Interview is a communication between the interviewer and customers. Interviews are more
effective method as this include a face to face communication and it allows to clarify the doubts
or queries. Christmas Bakery can use this method as it help them to figure out how to allocate the
resources efficiently and effectively.
 Focus groups-
Focus group is another method of market research, this method helps to bring out together a
group of people who can fit the organisations target market. Christmas Bakery can focus on a
particular group which increases the loyalty in customers towards the business and if the focused
group is loyal the outlet can lead to increase in growth and profitability.
 Observations-
Observations method is a qualitative research method in which the customers observe their
subjects and watch a user engage with their product or items. Christmas Bakery have to observe
the behaviours of the customers towards the items of the outlet and notice their response towards
the product.
In Christmas Bakery survey is the best method which can be used as it helps to collect
information and even they can know about the product quality and taste reviews.
2.3 Outline market analysis tool and technique that can be used by Christmas Bakery.
Christmas Bakery ca use SWOT analysis to identify their competitive position in the
market. SWOT Analysis stands for Strength, weakness, opportunities, threats. It is a technique
which is used by the organization for making appropriate decision regarding the betterment of
the organisation (France and Ghose, 2019) .
 Strength-
The strength of Christmas Bakery should be identified in which they are good or distinguish
from its competitors.
 Weakness-
Weakness is a negative factor which should be identified and improved certainly as it may affect
Christmas Bakery.
 Opportunities-
Christmas Bakery have to grab the opportunities as it leads them to success.
 Threats-

Threat may affect the business negatively it should be identified before Christmas Bakery
becomes victim.
TASK 3
3.1 Use the marketing techniques to research the target market for Cone Cake.
The chosen market analysis technique is Porter's five forces model, it helps to ascertain
the profit making capability of Christmas Bakery and level of competition they can face in the
market (Hughes and et. al, 2019).
 Competitor rivalry-
Christmas Bakery have to identified their competitors in the market who also produces the same
product. They have to work hard to maintain the competition and increase their profitability.
 Threat of New Entrants into the Market-
Christmas Bakery can face a threat of new entrants in bakery industry, if any competitor also
opens an outlet in same location it will be threat for them.
 Threat of substitute product-
The high threat of the substitute product reduces the profit margin of Christmas Bakery and it
also affects the growth of the organisation.
 Power of Suppliers-
There are so many suppliers they have to create their image by providing a best quality of
materials. Christmas Bakery have top maintain a healthy relations with suppliers.
 Power of Customers-
Christmas Bakery have to make sure that their products must be better than their competitors in
the market as the customer’s loyalty matters the most for the company.
3.2 Interpret Findings of Market research and market analysis
Findings and discussion
For conducting research the researcher is using both the methods known as primary and
secondary research. For primary research the researcher has selected questionnaire because it
helps in gathering first hand data that is very raw and have never used whereas in secondary
researcher, the researcher has gathered data from books, journal articles and magazines. They are
the data which is basically second hand, they has already published in the market and used by
different people.

Objectives
 To identify ways for promoting cone cake in market place.
 To determine strategies for increasing market share by promoting cone cake.
 To examine the importance of promoting cone cake for Christmas Bakery.
10 respondents are chosen from the market on random basis from large population which are
representative of this whole population present in the market.
Questionnaire
Q1 Do you prefer bakery items like cakes, cupcakes, puffs etc? Frequency
a) Yes 8
b) No 2
Q2 Would you prefer cone cake if it is innovated by Christmas Bakery? Frequency
a) Yes 7
b) No 3
Q3 What type of marketing strategies you prefer for cone cake? Frequency
a) Social media 5
b) Print media 3
c) Others 2
Data interpretation
Q1 Do you prefer bakery items like cakes, cupcakes, puffs etc? Frequency
a) Yes 8
b) No 2
Interpretation: From the above mentioned report it has been interpreted that out of 10
respondents, 8 respondents said yes that they eat bakery items because they like sweet items

more whereas 2 respondents said no as they do not prefer bakery items because they avoid sweet
items.
Q2 Would you prefer cone cake if it is innovated by Christmas Bakery? Frequency
a) Yes 7
b) No 3
Interpretation: With the above mentioned report it has been summarised that our of 10
participants, 7 employees are interested to prefer cake because it is an new innovation whereas 3
participants said no because they do not like any type of cakes.
Q3 What type of marketing strategies you prefer for cone cake? Frequency
a) Social media 5
b) Print media 3
c) Others 2
Interpretation: With the given graph it has been showed that from total 10 respondents, 5
respondents preferred social media strategy for marketing because they are the people who are
more active on various channels of social media, 3 respondents think print media because it is
the type of channel which is preferred by almost every age group of people and the remaining 2
respondents said others as they think there are also other marketing strategies which are more
effective.
3.3 Present findings to the marketing team
Question1 Prefer bakery items like cakes, cupcakes, puffs etc.

a) Yes b) No
0
1
2
3
4
5
6
7
8
8
2
Frequency
Question2 Prefer cone cake if it is innovated by Christmas Bakery
a) Yes b) No
0
1
2
3
4
5
6
7
7
3 Frequency
Question3 Type of marketing strategies you prefer for cone cake

a) Social media b) Print media c) Others
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
5
3
2 Frequency
Recommendations
Christmas Bakery have to make sure that their first priority is Customers they have
satisfied the needs of the customers by providing them an excellent quality of product. The Cone
Cake is a new cake which should met the expectation of the customers and they should like the
product in taste, colour, designs and quality. The product price should be not so costly.
TASK 4
4.1 Explain the methods used to E-market products or services.
Electronic Marketing is a procedure of marketing a product or services through modern
technologies like Mobile and Internet. It helps to reduce the time of customers and sellers.
Christmas Bakery can also save their time and increase sale by approaching more customers
through online platforms (Mishra and Dham, 2018). There are different methods of E-marketing
they are outlined below-
 Search Engine Optimization-
Search Engine Optimization is a method which is used by the company to increase their
appearance on search engines like Google Search Engine. Through Search Engine Optimization
the website of the particular shop or company will be in the top results. This method helps to
increase the number of visitors on site and it is cost effective.
 Paid ads-

Paid advertisement are the ads for which the company pay to appear in Search engine. They paid
to be shown in top results on google search engines. This method is one of the most popular
advertisement method on Internet. Christmas Bakery can use this method to be in the top results
on search engine, they have to pay for using this method.
 E-Mail Marketing-
E-mail marketing is one of the best method of E-marketing as the cost incurred is low, simple to
use and target the right customers. Through this method the outlet or company can reach more
customers through e-mails. Christmas Bakery can also send mails to their customers for giving
any information related to product or any other subject (Radomskaya 2018).
 Affiliate Marketing-
Affiliate Marketing is another type of E-Marketing in which a commission is charged to promote
or advertise the product or services. The products are promoted by blog or video for which the
seller have to give a commission amount when someone will bought their product. Christmas
Bakery have to pay a certain amount to the link owner If anybody will purchase their products
from link.
 Social Media Marketing-
Social Media networking is a method which is used by the company to promote their brand's
product or services on social media platforms. There are various social media platform which
can be used to increase their sale and growth like Facebook, Instagram, twitter etc. Christmas
Bakery can also promote their bakery items on social networking sites to grab more customers
and increase their sales (Umesalma and BG, 2020 ) .
4.2 How companies manage their online image and give examples to explain the impact it can
have on an organisation if managed poorly or well.
In an online world, it is important to manage online image for every business as
customers get attracted by visiting the sites and if it is not properly managed it may create a huge
impact on companies. There are various ways through which the organisations can manage their
online reputations in front of people they are-
 Set up google alerts-
Google alert is a tool which can be used by the companies if anybody mention the brand for good
or bad reasons they will get a notification from the google. Setting up google alerts can also be

used to study the competitors and make the company up to date in market industry. It is a
quickest and simplest tool which can be used to track alerts.
 Manage a content-
The best way to maintain an online image in the market is to manage the content. Company have
to be active in writing a content on any subject matter or problems that grab the attention of the
customers. In this strategy there is no need to involve any third party or middlemen, the
reputation of the organisation is in their hand only (West and et. al., 2020).
 Monitor Feedback-
To build and maintain an online reputation the companies have to respond to the feedbacks
incurred by the customers. Nowadays, customers want feedback within a minutes they expect to
get the response in one hour only, they didn't have patience to wait for the reply. To increase the
online image, organisation have to listen and respond frequently to the feedbacks given by
customers (Мазоренко, 2018).
If Christmas Bakery have maintain its online image on social media sites they can face many
problems they are-
 The Christmas bakery can face a reduction in their profit and sale.
 Poorly managed online image could retain the customers.
 Customers gives a negative reviews on the sites that influence the other customers to not
to purchase items from the outlet.
 It reduces the brand value of the outlet if its online image is poorly managed.
 The company may not compete with its competitors.
CONCLUSION
From the above given information it is been concluded that there are various marketing
activities which should be done by the marketing department. The Organisation should target the
particular segment and make the product according to their needs and demand.

REFERENCES
Books and Journals
Budovich, L. S., 2021. Features of Modern Marketing in Innovation for Socio-Economic
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Buhalis, D. and Volchek, K., 2021. Bridging marketing theory and big data analytics: The
taxonomy of marketing attribution. International Journal of Information
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Chautard, T. and Collin-Lachaud, I., 2019. Introducing the storytelling analysis methodology in
marketing: Principles, contributions and implementation. Recherche et Applications en
Marketing (English Edition), 34(3), pp.27-46.
Edler, C., 2019. Marketing and Processing Techniques of Small-scale Food Producers in
Texas (Doctoral dissertation, Texas A&M University-Commerce).
France, S.L. and Ghose, S., 2019. Marketing analytics: Methods, practice, implementation, and
links to other fields. Expert Systems with Applications, 119, pp.456-475.
Hughes, A. and Dann, S., 2020. 6 Australian political marketing.
Kardash, A. and Khomenko, S., 2019. Marketing distribution techniques in digital medium.
Mishra, P. and Dham, S.O. eds., 2018. Application of gaming in new media marketing. IGI
Global.
Radomskaya, V., 2018. Growing competition for screen tourists activates new destination
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Umesalma, S. R.L. and BG, V.P., 2020 THE IMPACT OF GUERRILLA MARKETING ON
CONSUMERS BUYING BEHAVIOR.
West, R. and et. al., 2020. Applying principles of behaviour change to reduce SARS-CoV-2
transmission. Nature Human Behaviour, 4(5), pp.451-459.
Мазоренко, О. В., 2018. Electronic marketing: syllabus of the educational discipline for
students of the first (bachelor) level.