Marketing Report: Marketing Principles and Techniques for Biscuiteers

This report provides a comprehensive marketing analysis of Biscuiteers, a family-owned UK business specializing in iced biscuits. It begins with an introduction to marketing principles, emphasizing the importance of creating a positive brand image. The report then delves into key marketing functions, including market research, product development, target market examination, and promotions. It explores market segmentation strategies, such as geographical, demographic, and behavioral approaches. The marketing mix, encompassing product, price, place, and promotion, is also examined in detail. The report includes a market research section, outlining research objectives, a literature review, and the use of primary and secondary research methods, including questionnaires. Market analysis techniques like SWOT analysis are applied to assess Biscuiteers' strengths, weaknesses, opportunities, and threats. Furthermore, the report discusses e-marketing methods and strategies for managing the company's online image. Finally, the report presents findings from market research, along with recommendations for improving marketing strategies and achieving business goals. The report concludes with a summary of the key findings and recommendations.

MARKETING
PRINCIPLES AND
TECHNIQUES

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1. Explanation of Marketing Functions...............................................................................1
1.2. Market Segmentation.......................................................................................................2
1.3. Marketing Mix.................................................................................................................3
TASK 2............................................................................................................................................3
2.1. Aim of Research..............................................................................................................3
2.2. Market Research Methods...............................................................................................4
2.3. Market Analysis techniques & tools................................................................................6
TASK 3............................................................................................................................................7
3.1. Methods for E-Marketing................................................................................................7
3.2. How the present organization Biscuiteers could manage their online image..................8
TASK 4............................................................................................................................................8
4.1. External Market examination..........................................................................................8
4.2. Interpretation of Findings................................................................................................9
4.3. Presentation of Findings................................................................................................12
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing define as an activity related with the promotion of organisational goods and
services at the market place in an effective manner. Main aim of marketing is to create a positive
image of products and services in front of consumer which is very crucial for the organization to
manage it in an appropriate way. This is the report which is based of the techniques, practices
and principles of marketing. For this “Biscuiteers” has been chosen and is a small family
business within the marketplace of London, UK. The organization produce variety of biscuits
and is specialised in “iced biscuits. These cookies are baked and have refreshing taste due to
being cold still the organization is struggling to get popularity at the marketplace (The best
family-owned businesses in the UK, 2019). The organization has both long as well as short term
goals. Furthermore, company wishes to expand their market share & profitability at the end of a
year. The present report consist of a insight on marketing along with focusing on various
activities comes under marketing, its segmentation and marketing mix. Along with this, it also
includes market research by adopting different research methods as well as techniques. In
addition to this, the report emphasis on both internal and external examination by emphasises on
E-marketing along with managing online image of the company at marketplace.
TASK 1
1.1. Explanation of Marketing Functions
For each and every business organisation it has been identified that marketing is one of
the most effective business operation which is mainly performed to promote their offerings at the
marketplace and create awareness among customers. It is said that there are various marketing
functions carried out by the marketing department of a business organisation. Market Research: Conducting a market research is one of the prime function needs to be
conducted by marketing department of a company. It is very essential to examine the
trends and needs of customers which help organisations such as TESCO, to manufacture
goods which assist in filling the gap as well as for satisfying needs of customer's in an
effective manner. Product Development: Another most important activity performed by the organization’s
marketing department is to develop a product. It is department among Volkswagen which
mainly indulge in market analysis, which assist them to identify various trends which are
1

available at the marketplace. This, as a result help a business organisation in order to
manufacture products which will be accepted at the marketplace. Examination of Target Market: Another most crucial marketing function which is
commonly performed by marketing department of Marks & Spencer, is that they can
analyse the market area which allows them to target their customers on which, the can
easily frame their marketing strategies as well as get maximum outcome.
 Promotions: In The Ledbury, marketing department of the company help them to
promote their goods and services at the competitive marketplace. This will further aid in
order to enhance the popularity of products within the marketplace.
1.2. Market Segmentation
Market Segmentation define as one of the most effective technique adopted by large
number of business organizations in order to examine their target markets in a proper way. For
an organisation it is very crucial to examine their target markets which will assist them in order
to integrate marketing efforts in an appropriate manner. For this, business organisation like
Biscuiteers needs to examine various market segments which are going to be discussed as
follows: Geographical: This is a segment which mainly categories the whole marketplace based
on the geographical location. Each and every marketing strategies of a business based on
the belongingness of consumers. In reference to Biscuiteers, customers are from the
urban areas of the marketplace of UK which will be easier for the firm in order to reach
them. Demographical: It consist of elements such as income, age, occupation & various other
demographic elements on which the organization would develop their products which can
satisfy the requirements of their target segment. In relation to Biscuiteers, customers can
be of general customers with the age group of 13-65 years along with the income level of
around £1,000. Main reason behind choosing these elements is that it will help the
organisation in order to narrow down their market and emphasize on their target
customers.
 Behavioural: According to this segment, it has been analysed that the whole market is
categorized according to the attitude and behaviour of customers. It is one of the most
effective method for the organization as it will assist in producing products by keeping
2

the requirements of customers in mind. In reference to Biscuiteers, this is the segment
will consist of people who are habitual and love eating bakery products and mostly prefer
various types of snacks such as iced biscuits.
1.3. Marketing Mix
Marketing Mix consist of all those factors which are available at the marketing
environment and are important as well as crucial to promote offerings within the marketplace in
an effective manner. All these elements assist an organization in order to attain their marketing
goals within given time period. Some of the most essential marketing mix elements in reference
to Biscuiteers are going to be discussed as follows: Product: This is the most essential element define as the product strategy adopted by a
business entity. The organization chosen in this report manufacture iced biscuits amongst
various different commodities. For ensuring best and most effective strategy in order to
maintain long term sustainability organization required to opt one particular product
strategy. Therefore, diversification is the approach which will assist the business entity in
order to indulge in effective market research as well as produce biscuits according to the
market needs. Price: This is the another element which consist of the pricing strategy used by the
organisation in order to beat the competition level. It is very essential element as
preference of commodity highly based on the price provided by them at the market. In
relation to the iced biscuits, organisation must opt penetration pricing strategy as well as
offer products at lower & affordable price. Place: It includes distribution of products which is offering from the origin point to the
consumption point. In this context, Biscuiteers ensure high prefer that their iced biscuits
offer at physical as well as online portals. These online portals includes Facebook,
Twitter, Instagram and many more. This will assist them in order to reach wider market
and get better returns.
 Promotion: Apart from all the factors, promotion is the another most effective element
where organization opt different diverse methods to promote their goods and services.
For attaining this, organisation invest in both traditional and digital method of promotion
such as methods like Pay Per Click (PPC) and social media.
3

TASK 2
2.1. Aim of Research
Research Title:
“Impact of market examination by Biscuiteers in order to identify about the consumers
and their market conditions.”
Aim:
To conduct an effective market analysis to increase the understanding about preference of
customers and market situation.”
Research Objectives:
 To improve the knowledge about customers taste and preferences. To examine the current market situation within the country.
Literature Review:
As per the opinion of...., it has been analysed that out of each and every sort of snacks
available at the marketplace, users prefer biscuits over any other food products. It has also been
identified that on an average it is said that a household among nations consumes almost 100
biscuits packets every year. It is a type of snack which supports a historical culture among the
country as it was first prepared for sailors within nation and as a result there was high range of
inclination towards this commodity at the market.
According to Jenny Eagle (2019), it is said that the market condition within UK is
favourable for bakery items. Along with this, there is an estimated growth of around 9% at the
marketplace by the year ending 2020. Furthermore, the market area is highly influenced by
consuming low sugar intake which at the current market assist in modifying business operations
as per the requirements of customers.
2.2. Market Research Methods
There are different sort of methods which is mainly used in research for gathering
information and data. Some of the most common methods are going to be discussed as follows: Primary Research: The first and most effective research method is primary research
where the investigation is mainly conducted by the researcher for the very first time and
on a specific topic. Some of the methods are discussed below comes under primary
research:
4

▪ Questionnaires: It refers to a research tool in which questions are asked by
researcher to the respondents in order to gather information on a particular topic.
The main aim of adopting this method is to gather answers on a quick way from
wide range of populations.
▪ Surveys: It is the technique where subjective questions are mainly asked by the
people so that detailed information will be gathered on a specific topic. This is a
tool used on some handful of people so that they can gain vast perspective of
individuals on the research topic. Secondary Research: It define as the sort of investigation which has already been
performed by some other investigators in order to gather authentic information on a
particular matter or topic. This can be done in various manner where some are going to
be discussed as follows:
▪ Internet: In the present environment, this is the most effective tool used for the
purpose of secondary research where investigators gain ample number of
information by using online articles, websites, journals, social media & so on
which are easily present on internet.
▪ Government Agencies: It refers to those institutions mainly operated and managed
by the government which provide reliable and accurate information to the
researchers.
In reference to Biscuiteers, method which is used by the researcher is questionnaire for
gathering knowledge about the preference of customers as well as of the market. Along with this,
sample size is 10 which are mainly the customers who buys bakery products on regular basis.
QUESTIONNAIRE
1) Do you know the organisation
Biscuiteers?
Frequency
YES 4
NO 2
MAYBE 4
5

2) Have you ever experience the most
popular item which is Iced Biscuits
offered by Biscuiteers?
Frequency
YES 3
NO 5
MAYBE 2
3) Which approach is best for the
company in order to target its
customers?
Frequency
SOCIAL MEDIA 5
NEWSPAPERS 2
E-MAIL 3
4) Further recommendations for Biscuiteers in order to introduce new innovative in the
offerings?
2.3. Market Analysis techniques & tools
It is very much important for a business entity to examine the marker so that the scope of
marketing strategies can easily be enhanced according to the situation of nation. For this,
Biscuiteers of SWOT Analysis assist in examining the organisation strengths as well as
weaknesses against the threat and opportunities present at the marketplace.
STRENGTHS WEAKNESSES
 One of the strength of Biscuiteers Iced
Biscuits is that company execute
 Weakness of the company is that
managers adopt inappropriate strategy
6

various innovation and unique service
which increases the quality of goods.
for marketing of the product which is
iced biscuits.
 Another biggest strength for the
organization is the favourable structure
of the business organisation which
leads towards the attainment of
organizational goals.
 Another weakness linked with the
offerings is the rigidity of business
towards opting standard marketing
approaches.
OPPORTUNITIES THREATS
 One of the opportunity available for the
company is digitalisation which make
sure that there is innovation in its
marketing methods.
 It has been identified that there are
different rivals available such as Yildiz
Holdings, which is a well known
organisations at market and offer high
quality bakery products.
 Shifting of requirements of customers
towards the consumption of low sugar
biscuits are the another opportunity
which leads towards the success of the
firm at the marketplace.
 After facing downfall in the economic
system it has been identified that
company is facing challenges in order
to operate its business functions on
lower level which creates threat for the
company.
TASK 3
3.1. Methods for E-Marketing
E-marketing or digital marketing refers to the elements of marketing which includes
online based technologies and internet like mobile phones, desktop computers and various other
digital media platforms in order to promote their offerings at the marketplace. In the present era
where everything is going digitalised this sort of marketing strategy help in attracting large
number of customers towards them. Some of the methods adopted by Biscuiteers are going to be
discussed as follows:
7

 Social Media: This is the most used methods in order to promote their products and
services by using various social media platforms such as Instagram, Facebook, Twitter,
YouTube and many more. Organisation needs to create animation and different videos so
that they can attract customers for their iced biscuits. Along with this, they can start
direct conversation with their customers and acquire feedback from them and modify
their products as per their needs and requirements. Search Engine Optimisation: This is the procedure with the help of which products and
services can easily be market with search engines. According to this, marketing team of
Biscuiteers need to optimise website for enhancing the chance of ratings in reference to
any other similar search conducted by individuals.
3.2. How the present organization Biscuiteers could manage their online image
For a business entity who is struggling in order to promote their products among the
users, it becomes very much important to enhance their digital or online image at the
marketplace. Some of the methods are going to be discussed as follows: Enhanced Social platforms: At present, the overall marketing scenario at the nation is
linked with inclination towards the social media platform. For example, Virgin Airlines
emphasis on showcasing their products which are biscuits to each and every social media
stage such as You Tube, Instagram, Twitter, Facebook and many more which help an
organization to reach large number of people at a time and create a positive image among
them.
 Monitoring: Another most beneficial method with the help of online presence of the
organization can easily be managed is through monitoring themselves on various social
media platform. For example, TESCO is the organization which do not search itself to
examine their offering and image. This as a result restrict them in order to enhance their
image by executing new strategies and policies.
Therefore, both the above mentioned examples have their own influence on the business
entity & this might affect the organisation for adopting required methodologies for managing and
enhancing their online reputation.
8

TASK 4
4.1. External Market examination
For improving the promotion of iced biscuits, it has been identified that Biscuiteers
appropriately examine the external situation for creating effective strategies associated with the
similar. For this, PESTLE analysis are as follows: Political: The political condition of UK is unstable due to uncertainty arise because of
Brexit. It can perform as the threat for business entity and the offerings. Therefore, in
order to overcome from the same, business entities must involve in opting flexible
process which help them to target their market and customers in an efficient manner. Economical: United Kingdom economic condition is falling because of rising inflation as
well as reducing the value of Pound.. Therefore, with the rise in unemployment,
organisation could attain talented people as well as could provide high quality iced-
biscuits within affordable price range. This can assist the business entity in order to
approach their target customers who have income which is around £1,000. Social: This is the another element which is quite favourable for business entity as their
users are health conscious and prefer innovative products. Therefore, Biscuiteers provide
healthy and unique biscuits to their customers which satisfy the requirements of their
targeted customers. The customers they target comes under the age group of between 13
to 65. Technological: As long as this element is getting concerned, it has been identified that
there are different types of technologies such as AI and Automation which can easily be
assessable within the nation. By using these techniques organization can ensure
appropriate as well as modern marketing which leads towards spreading essential
information to the target group within limited time period and in effective way. Legal: It has been analysed that laws as well as regulations available at the marketplace
are quite unstable. In reference to domestic dealing organisation ensure best trade ties
with their suppliers for getting required raw materials in favourable deals. By doing this,
organisation can spend more in order to produce innovative products to their targeted
audience.
 Environmental: It has been identified that there is huge level of environmental concern
at the marketplace of UK. Some acts such as Environmental Act 1995 & many more
9

highly influence the functionality of organization in context of the surrounding and
environment. Therefore, the organization must promote their products by focussing on
best and sustainable approach so that they can secure the environment condition along
with satisfying the requirements of customers.
4.2. Interpretation of Findings
QUESTIONNAIRE
1) Do you know the organisation
Biscuiteers?
Frequency
YES 4
NO 2
MAYBE 4
Interpretation: As per the figure, 4 respondents are very aware about business entity
whereas another 4 have no idea about the company. Therefore, 2 people’s are there who are not
10

so familiar with the organization. Therefore, it is needed to improve the market presence so that
customers become familiar.
2) Have you ever experience the most
popular item which is Iced Biscuits
offered by Biscuiteers?
Frequency
YES 3
NO 5
MAYBE 2
Interpretation: With the help of above figure, it can be concluded that there are around 5
respondent who are not aware with the Iced Biscuits offered by Biscuiteers. Apart from this, 3
individuals are familiar with the commodities. Therefore, it has been identified that majority of
people are not aware with Iced Biscuits which is one of the biggest weakness of ineffective
marketing strategy.
11

3) Which approach is best for the
company in order to target its
customers?
Frequency
SOCIAL MEDIA 5
NEWSPAPERS 2
E-MAIL 3
Interpretation: There are majority which is 5 people who said social media is the best
approach whereas 3 respondents says that emails will be the best approach. Apart from this, 2
individuals says that newspapers is the best method. therefore, social media is the best approach
used by companies to promote their goods.
After examining the whole situation, it has been concluded that the business organisation is
in very serious need for enhancing the brand image at the competitive marketplace and make
their product Iced Biscuits familiar with the customers at the marketplace.
4.3. Presentation of Findings
It is very essential for an organisation like Biscuiteers to show their findings to
marketing team so that they can easily adopt further approaches for communicating products and
12

services offered by them at the marketplace. Therefore, below mentioned are some findings as
well as recommendations to the marketing department:
 It is recommended to the organisation that they must perform their work towards
representing themselves at the marketplace so that they can attain success at the
competitive marketplace.
 For improving marketing, it is necessary for the organization to improve their digital
presence as well as must conduct task towards promoting their offerings by adopting
online strategies such as SEO, Social Media and many more.
 Biscuiteers team must emphasize on manufacturing most effective iced products along
with distributing them among the country for improving their preference among the
customers.
CONCLUSION
With the assistance of above information, it has been concluded that marketing
techniques and principles plays very essential role in order to promote goods and services at the
marketplace in an appropriate manner. Along with this, it is also very difficult to understand
various marketing functions as well as undertake market segmentation in order to identify target
audience. In addition to this, a business entity must adopt various factors of marketing mix in
reference to create effective strategy to promote their offerings at the competitive marketplace. In
addition to this, market research assist organisations in order to know about the taste and
preference of customers. At the end, it has been identified that it is very essential for a business
organisations to opt E-marketing as well as manage their digital presence in an effective manner
at position their brand in an effective and appropriate manner.
13

REFERENCES
Books and Journals
Ahmed, S. and Rahman, M., 2015. The effects of marketing mix on consumer satisfaction: A
literature review from Islamic perspective. Turkish Journal of Islamic Economics. 2(1).
pp.17-30.
French, J. and Russell-Bennett, R., 2015. A hierarchical model of social marketing. Journal of
Social Marketing. 5(2). pp.139-159.
Ferreira, A., Coventry, L. and Lenzini, G., 2015, August. Principles of persuasion in social
engineering and their use in phishing. In International Conference on Human Aspects of
Information Security, Privacy, and Trust (pp. 36-47). Springer, Cham.
Jim Burtles, K. L. J. and CMLJ, F., 2015. Principles and Practice of Business Continuity: Tools
and Techniques. Rothstein Publishing.
Kubacki, K. and et. al., 2015. Minimizing alcohol harm: A systematic social marketing review
(2000–2014). Journal of Business Research. 68(10). pp.2214-2222.
Ryan, J., Mellish, S., Dorrian, J., Winefield, T. and Litchfield, C., 2020. Effectiveness of
biodiversity‐conservation marketing. Conservation Biology, 34(2), pp.354-367.
Resnick, S. M. and et. al., 2016. Marketing in SMEs: a “4Ps” self-branding model. International
Journal of Entrepreneurial Behavior & Research. 22(1). pp.155-174.
Lee, N. R. and Kotler, P., 2015. Social marketing: Changing behaviors for good. Sage
Publications.
Nanda, A., 2015. Social Marketing: A Literature Review. International Journal of Science and
Research. 4(9). pp.697-702.
Moravcikova, D. and et. al., 2017. Green Marketing as the Source of the Competitive Advantage
of the Business. Sustainability. 9(12). p.2218.
Ribeiro, M.I.B., Fernandes, A.J.G. and Lopes, I.M., 2020. Digital marketing: a bibliometric
analysis based on the scopus database scientific publications. In Digital Marketing
Strategies and Models for Competitive Business (pp. 52-73). IGI Global.
Graber, L. W. and et. al., 2016. Orthodontics-E-Book: current principles and techniques. Elsevier
Health Sciences.
Noor, Z.Z., 2020. The Model of Experiental Marketing, Service Quality, and Customer Loyalty.
Journal of Talent Development and Excellence, pp.192-199.
Nowak, G. J. and et. al., 2015. Addressing vaccine hesitancy: the potential value of commercial
and social marketing principles and practices. Vaccine. 33(34). pp.4204-4211.
Brennan, L., Klassen, K., Weng, E., Chin, S., Molenaar, A., Reid, M., Truby, H. and McCaffrey,
T.A., 2020. A social marketing perspective of young adults' concepts of eating for
health: is it a question of morality?. International Journal of Behavioral Nutrition and
Physical Activity, 17, pp.1-14.
Pulker, C. E., Scott, J. A. and Pollard, C. M., 2018. Ultra-processed family foods in Australia:
nutrition claims, health claims and marketing techniques. Public health nutrition. 21(1).
pp.38-48.
Zaidouni, A., Idrissi, M.A.J. and ENSIAS, M.V., A VALUE MANAGEMENT FRAMEWORK
FOR GREEN DIGITAL MARKETING PROJECT.
Velema, E., Vyth, E. L. and Steenhuis, I. H., 2017. Using nudging and social marketing
techniques to create healthy worksite cafeterias in the Netherlands: intervention
development and study design. BMC public health. 17(1). p.63.
14

King, K. A., 2015. The Complete Guide to B2B Marketing: New Tactics, Tools, and Techniques
to Compete in the Digital Economy. Pearson Education.
Wright, A. J. and et. al., 2015. Competitive outreach in the 21st century: why we need
conservation marketing. Ocean & Coastal Management. 115. pp.41-48.
Serrat, O., 2017. The future of social marketing. In Knowledge solutions (pp. 119-128).
Springer, Singapore.
Online
The best family-owned businesses in the UK. 2019. [Online] Available Through:
<https://realbusiness.co.uk/the-best-family-owned-businesses-in-the-uk/>
15