Marketing Principles and Practices for Biscuiteers: A Detailed Report

This report analyzes the marketing principles and practices of Biscuiteers, a UK-based company specializing in iced biscuits. It begins with an introduction to marketing functions, segmentation (geographical, demographical, and behavioral), and the marketing mix (product, price, place, and promotion). The report then details the aims and objectives of market research, including primary and secondary research methods, and the use of questionnaires. Market analysis tools like SWOT and PESTLE are applied to assess the company's strengths, weaknesses, opportunities, and threats, as well as the external factors impacting the business. The report also explores e-marketing methods (blogging, email, SEO) and strategies for managing online image. Finally, the report interprets the findings from research and presents conclusions regarding Biscuiteers' marketing strategies and potential for growth.

And principles

Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
1.1 Description of marketing function....................................................................................3
1.2 Marketing segmentation...................................................................................................3
1.3 Marketing mix..................................................................................................................4
TASK 2............................................................................................................................................5
2.1 Aim of research................................................................................................................5
2.2 Market research methods..................................................................................................5
2.3 Market analysis tool & techniques...................................................................................7
TASK 3............................................................................................................................................8
4.1 E-marketing methods........................................................................................................8
4.2 How business unit manage online image.........................................................................8
TASK 4............................................................................................................................................9
3.1 Market analysis.................................................................................................................9
3.2 Interpretation of finding...................................................................................................9
3.3 Presentation of findings..................................................................................................13
CONCLUSION..............................................................................................................................13
REFERENCE.................................................................................................................................15

INTRODUCTION
Marketing tends to an activity which is undertake by the entities of companies in order to
promote about product/ services within market. Aim of marketing is to develop positive
perception about offering, it is important to manage same effectively (Palmatier and Sridhar,
2017). The present reports based on Biscuiteer, in order to understand the principles & practices
of marketing . This company operates by a small family in London, UK and deal with Iced
biscuits. Now they wish to enhance their presence in market to increase the profitability by the
end of one year. Further, it includes discussion about marketing function, segmentation &
marketing mix. Additionally, marketing research techniques & methods. Lastly, analysis of
internal and external market with E-marketing.
TASK 1
1.1 Description of marketing function
Within a company, marketing refers to an effective company which carries out
communication between consumers and marketers. In which there are number of marketing
function which is performed by marketing department of company. Some of these are as follow:
Marketing research: It is considered as the most effective roles that is performed by
marketing in order to determine the needs and demands of consumers (Rundle-Thiele and et.al.,
2019). It permits company to manufacture product accordingly and that fulfil the gap of market
and consumer’s needs.
Product development: It is another activity that is performed by the marketing
department. It allows to gain insights on preferences & trends of market. Further it helps firm to
manufacture that product which is generally accepted by users.
Promotion: To create brand awareness, companies use various modes of marketing. So
that users will get familiar with offerings and will able to consume desire services.
Analysis of target market: This function helps entities to identify potential consumer
within marketplace. So that companies will able to channelized their strategies accordingly and
get maximum returns.
1.2 Marketing segmentation
Market segmentation refers to a framework in which the entire market is segmented into
sub market based on some characteristics so that market will able to reach out their all potential

consumers. For which, there is requirements of market analysis and in context of chosen firm it
is described below:
Geographical: Based on this characteristic market is divided according to the location or
area (Amin, 2021). For selected firm, urban area’s consumer of UK are those which would
become easy to reach out for their iced biscuits.
Demographical: According to this characteristic, market is divided according to age
group, occupations, income and some other factor. With relevance to biscuiteers, their target
consumers will be general users of UK with 13-65 years age group people and who have income
level more than £1,000. This is because it permits firm to narrow down market and concentrate
their offerings on such consumers.
Behavioural: In such segment market is distributed according to attitude & behaviour of
consumers. In context of chosen firm, they segments those consumers who are habitual of eating
biscuits of different varieties such as iced biscuit.
1.3 Marketing mix
Marketing mix comprises all such elements which helps companies to effectively create
awareness about product. Elements of marketing mix with relevance to biscuiteers are as follow:
Product: To grasp consumers towards offering, it is vital for firm to opt any specific
product strategy and with relevance to chosen firm, product differentiation would be best for
providing different biscuits to their consumers (Gilligan and Lowe, 2018).
Price: It is considered as the most effective factor as company is highly depends on this.
For iced biscuits, the pricing penetration is best strategy for offering at affordable and lower
price.
Place: This tends to an areas where offering are available for consumers. With relevance
to biscuiteers, both online and offline availability are required to accomplish their organisational
goal.
Promotion: To attain this, company need to invest on both traditional and digital mode of
promotion which includes PPC, personal selling etc.

TASK 2
2.1 Aim of research
Research title:
“To determine more about target consumers along with market condition for iced biscuit,
a case study of Biscuiteers”
Aim
“To study about target consumers with prevailing market condition for iced biscuits”
Research objective
 To increase knowledge about preferences of users
 To study market condition within target market.
Literature review
As per viewpoint of Chaffey and Smith (2017), over all other snacks available within
market of UK consumers prefer biscuits. Further, it has been found that more than 100 packets of
biscuits are consumer by the local peoples of UK each year. So there is high preferences rate
towards this. Moreover, this also supports historical culture because these are initially made by
sailors within UK nation. Therefore, there are high chances of inclination on consumers towards
iced biscuits.
According to view point of Nanda and Khandelwal (2018), the market condition of UK
within bakery industry is too much favourable. There is predictable growth about 9 % within
marketplace of nation. Hence companies need to change their current strategies and opt some
new technologies to grasp more consumers.
Further, it could be interpret, biscuiteers need to concentrate towards development of iced
biscuit which are made up of sugar & chemical free. Also, it is preferred by more consumers
within UK marketplace.
2.2 Market research methods
There are so many method of research that is used by researcher. Few of are as follow:
Primary research: This is initial and foremost method of research, in which researcher
carry out it for first time by using various methods. These are as follow:
Survey: In this question are asked by the users or other individual to gain knowledge or
point of view. This is undertaken for gaining huge knowledge on researcher topic.

Questionnaires: In this question are asked to responders, in which it includes open and
closed ended question related to the research topic (Porral and Stanton, 2017). Purpose of using
such technique is to get instant answer.
Secondary research: Such types of research is carried out with the help of already
researched resources such as newspaper, websites, journals etc. Some of are as follows:
Internet: It is considered as one of the most common method of secondary research
methods that is used by the researcher. By surfing websites, social media and other archives
available on net.
Public libraries: In this researcher approaches number of sources such as books, journals,
newspaper in order to gather information related to research topic.
All these consume lots of time but gives relevant information. So it is considered as the
most commonly used methods (Moore, 2021). With relevance to chosen firm, they carries out
questionaries’ to gather information about market trends and consumer’s preferences. Some of
sample question are as follow:
QUESTIONNAIRE
1) Do you known about Biscuiteers
Company?
Frequency
YES 5
NO 3
MAYBE 2
2. Do you ever tasted Iced biscuits
offered by Biscuiteers?
Frequency
YES 3
NO 4
MAYBE 3

3. Do you prefer more healthy and
nutrient biscuits available to you within
city?
Frequency
YES 7
NO 3
4) According to your viewpoint, what is
the best approach to reach out target
consumers?
Frequency
SOCIAL MEDIA 4
NEWSPAPERS 3
E-MAIL 3
5) Suggest some further recommendations for Biscuiteers?
2.3 Market analysis tool & techniques
It is vital for firm to analyse market so that they will able to increase the scope of gaining
success in implementation of strategies according to the condition of market. Below is SWOT
analysis, with relevance to Biscuiteers as strength & opportunities help entities to overcome
threat and weakness of company.
Strength Weakness
Favourable organisational structure is the
biggest strength of Biscusiteers enterprise.
Inappropriate marketing strategies related with
iced biscuit is weakness of selected corporate.
Opportunity Threat
Diversification is the best opportunity for Biggest threat of Biscuiteers is competition

chosen firm as they are offering such product
which is made up of sugar and chemical free.
offered by rivalries of market such as Yildiz
holdings, which have good market share in
cookies and other baked goods (Lee and
Kotler, 2019).
TASK 3
4.1 E-marketing methods
E-marketing tends to an activity of marketing which is carried out with the help of internet.
In era of digital world, such kind of marketing permits company to grasp more consumers
throughout the world. It consist number of methods and some of are discussed below with
relevance to biscuiteers:
Blogging: It tends to writing and publishing the context related to offerings. This s an
interactive activity that could be inform individual about products by blogging of iced biscuits.
E-mail: This is one of the most standard mode of E-marketing. In which firm email their
potential consumers for marketing their brand. This permits Biscuiteers to promote about their
offering with such mode of E-marketing (Pride and et.al., 2017).
Search engine optimisation: This process of marketing is related with search engine and
there is requirements of websites in this. Which is perfectly opt by selected firm to enhance
awareness about their products.
4.2 How business unit manage online image
For those companies who are struggling more towards promoting the offering, it become
important to manage and handle online image within market. There are various ways by which
they can managed that and some are as follow with relevance to chosen company:
Enhanced social channels: Marketing condition exist in nation is linked with the projection
of social media. For example, marks and spencer focus to offer clothing by relying on every
social media mode. As it allows them to reach out more consumers.
Monitoring: Another mode is monitoring the presences of social media and other platform of
marketing for managing online presence. For instance Tesco, carried out this strategies in order
to known the product is well known or not to consumers.

TASK 4
3.1 Market analysis
To increase the opportunity of marketing companies need to carryout market analysis with
the help of any market analysis tool. In context of chosen firm, PESTLE analysis is carried out
so that effective marketing strategies could be formulate according to the external factors:
Political: Political scenario of UK is quite unstable due to Brexit and this acts as threat for
chosen company. To combat with this factor, company need to be flexible with this factor.
Economical: Economic condition of UK after Brexit and Covid get decline and there is
increment in inflation. Nevertheless, to increase sales of iced biscuits, company can take
advantage of unemployment by giving opportunity to talented individuals for removing
unemployment.
Social: It has been often seen that this is the favourable factor as consumers are most likely
to prefer healthy and nutrient biscuits which are made up of sugar & chemical free. Therefore, it
justifies that peoples who fall in 13 to 65 age group is more preferable at most (Lee and Kotler,
2019).
Technological: Advancement in technology become one of the most critical factor that
need to be considered by entities before expanding or operating business smoothly. As
automation and artificial intelligences are there for companies to full fill the demands of
consumers.
Legal: laws and legal within UK market are found as unstable. However, domestically,
company make sure effective trade ties with suppliers in order to acquire deal on raw material.
Companies need to invest more on their offering which is their prime concern.
Environmental: There is high concern related with the environment. So environmental act
1995 and other legislations attract company to perform effectively by addressing environment.
Hence, corporation need to operate their function by minting the sustainability of environment.
3.2 Interpretation of finding
1) Do you known about Biscuiteers
Company?
Frequency
YES 5
NO 3

MAYBE 2
Interpretration: there are five individual who are awar about company and their offering and on
the other hand 3 individual havenot yet aware about this company. So from this it can be said
that compny need to increse its presence within UK market.
2. Do you ever tasted Iced biscuits
offered by Biscuiteers?
Frequency
YES 3
NO 4
MAYBE 3

Interpretation- There are four individual who havenot yet tasted the biscuits that is offered by
Bicuiteers company where as 3 who tasted and 3 who are not awar about that. So majority of
respodents have not aware about offering of Biscuiteers so from this it has been analysed that
their marketing strategies is not good.
3. Do you prefer more healthy and
nutrient biscuits available to you within
city?
Frequency
YES 7
NO 3

Interpretation- From above chart it has been analysed that there are 7 individual out of 7 who
would like to consume healthy and nutrient bicuits which are madeup of sugeer & chemical free.
So the majority is in favour of company.
4) According to your viewpoint, what is
the best approach to reach out target
consumers?
Frequency
SOCIAL MEDIA 4
NEWSPAPERS 3
E-MAIL 3