logo

Assignment on Marketing Principles

   

Added on  2019-12-28

14 Pages4420 Words152 Views
Marketing Principles 1

Table of ContentsIntroduction......................................................................................................................................3Task 1...............................................................................................................................................31.1 Various elements of marketing process.................................................................................31.2 Evaluating the costs and benefits of marketing orientation in context of AVON.................4Task 2...............................................................................................................................................42.1 Identifying various micro and macro environmental factors.................................................42.2 Segmentation criteria for AVON’s products.........................................................................52.3 Appropriate targeting strategy to boost the sales of Avon....................................................62.4 How buyer behavior is affected in different market situations..............................................62.5 Suggest marketing positioning of Avon and methods employed for repositioning theproduct.........................................................................................................................................7TASK 3............................................................................................................................................73.1 Developing products to sustain competitive advantage.........................................................73.2 Organizing distribution to achieve high level of customer convenience at AVON..............83.3 Pricing strategies used by Avon’s to reflect objective and market conditions......................83.4 Way in which promotional activity is integrated into AVON’s marketing objectives..........93.5 Additional elements of the marketing mix of AVON...........................................................9TASK 4............................................................................................................................................94.1 Plan marketing mixes for two different segments.................................................................94.2 Differences in marketing products and services to business rather than consumers...........104.3 Difference between international and domestic marketing in Avon’s case.........................11CONCLUSION..............................................................................................................................11REFERENCES..............................................................................................................................122

INTRODUCTIONMarketing principles are the combination of several tools, techniques, standards,processes and rules that are necessary to be adopted by the management of company whilepromoting its products and services in the market (Gregory and et.al., 2005). In the present era,marketing is an essential function of every organization which helps in attracting more numberof customers and enhancing the brand image of business in front of people. While performingmarketing activities, various principles such as segmentation, targeting, positioning as well asseveral promotional tools are necessary to be considered. In this aspect, the present report isbased on the case study of AVON which is one of the leading international beauty company thatfocuses in rendering various cosmetic products to its women customers. It has various range ofproducts such as make up, skin care, bath and body, hair care, AVON wellness, fragrance andoutdoor protection. In order to ensure the image of these products in the market, management ofthe company focuses on marketing on the regular basis. Due to this, the report will focus ondefining various elements that are needed to be considered by AVON while conducting itsmarketing process. TASK 11.1 Various elements of marketing processMarketing is the process of promoting the goods and services of company in front ofvarious people so that large number of customer can be attracted. Marketing plays a vital role inthe growth and development of company as by this, business entity will be able to enhance itscustomer base as well as its brand image in the market (Hartline and Ferrell, 2010). As level ofcompetition is so high in the cosmetic industry so management of AVON needs to focus to raisethe level of its marketing practices. For that, they need to involve the following elements in itsmarketing process which are as follows:Market research: Before introducing any new product, market research is must bywhich needs of customers and market trends can be identified in a better way. Now days,requirements of consumers change frequently so market research on the regular basis isnecessary for company.3

Strategy: After doing market research, AVON needs to set an appropriate strategy aswith the help of this, they can get success in performing marketing process effectively(Herrera, 2007).Planning: By considering planning, goals and objectives can be determined and achievedin a better way so that AVON can attract more number of customers towards business asit is the main objective of marketing process.1.2 Evaluating the costs and benefits of marketing orientation in context of AVONIn marketing orientation, products and services are developed on the basis of customer’sneeds as well as requirements along with involving product functionality and productioneffectiveness (Lancaster and Massingham, 2010). In context of AVON, various costs andbenefits of marketing orientation are as follows:Benefits of marketing orientation: By focusing on this approach, organization can focus onunderstanding the needs of customers and accordingly, they can develop products as well asservices. This method leads to increase the number of customers which in turn enhances theprofitability of company (Kotler, 2009). By using this, product efficiency can be improved as itfocuses on taking feedback form customers on the regular basis. Costs of marketing orientation: Intense market research is directly associated with marketingorientation that raises the cost of company to a great extent. Along with this, focusing more onmarket research can distract AVON to perform its other business activities in an effectualmanner.TASK 22.1 Identifying various micro and macro environmental factorsIn order to run business in a smooth manner, AVON needs to determine various microand macro environmental factors that put its positive and negative impacts on several businessoperations.Micro factorsIn case of AVON, micro factors are related to various stakeholders of company who areas follows:4

End of preview

Want to access all the pages? Upload your documents or become a member.

Related Documents
Marketing Principles Assignment
|16
|4131
|80

Marketing Principles for Avon
|13
|4339
|365

Sales Strategies of Avon- Report
|21
|6934
|56

Marketing Principles of McDonald : Report
|19
|5256
|61

TASK 11 Principles and Techniques for Market Research
|25
|5152
|483

Marketing Principles and Techniques for Nature Essence
|25
|5152
|180