BMP4004 - Marketing Report: Backup North West and Marketing Mix

This report explains the marketing process and the importance of the marketing mix for Backup North West, a charity supporting homeless youth. It analyzes their current strategies, including segmentation, targeting, and positioning, and evaluates the effectiveness of their marketing mix elements: product, price, place, promotion, people, process, and physical evidence. The report also discusses customer relationship management (CRM) and the theory of the Triple Bottom Line, concluding with insights on how marketing efforts contribute to customer satisfaction and increased donations. Desklib offers a range of study resources, including similar solved assignments and past papers, for students seeking to deepen their understanding of marketing principles.

Contemporary issues in
marketing Report Back Up North
West

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
Overview of Backup north-west .................................................................................................3
Marketing process........................................................................................................................3
Step 1: Marketing environment.........................................................................................3
Step 2:Segmentation, targeting and positioning................................................................4
Step 3:Marketing mix........................................................................................................4
Step 4: Customer relationship management (CRM)..........................................................6
Step 5: Profit and theory of Triple bottom line..................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8
Appendices.......................................................................................................................................9
SWOT analysis of Backup north-west.........................................................................................9
PESTLE.......................................................................................................................................9

INTRODUCTION
Contemporary issue in marketing related to the innovative approach of learning to regard
the concept of marketing with its collaboration. The present report based on Backup north-west,
that provide multiple services across Bolton to young people who are in the age 16 to 25. Also,
they are homeless or have risk of homelessness in order supporting for accommodation. The
present report discussed on the basis of importance of marketing-mix within marketing process
in order to generate donation for supporting the charity services and supporting the activities.
MAIN BODY
Overview of Backup north-west
Backup north-west is commonly known as the formerly Bolton young person housing
scheme which is introduced in 1992 also the main aim of the organization to support and provide
accommodation for vulnerable and homeless young people in Bolton (Moayeri, Mahmoudi and
Dabaghi, 2018). There are different type of services such as preventing homelessness and
increasings independent living skills. There are different project which are managed such as loft
house, chances, Lucas project, project front door, reds place, outreach team, support lodgings etc.
In context to raising fund and awareness the core event including such ass our annual gala ball,
ladies lunch, golf day, sleep out etc.
Marketing process
This is related to marketing process such as selecting target market, market opportunities,
developing marketing mix in order to manage effort. There are five stages are included in this
process which are helps to find capturing the customer value. On the basis of chosen firm it has
been identified that it is necessary to analyse the need, want and demand for an individual on the
basis of market research and behaviour of customer. Moreover, it also helps tos build customer
relationship by implementing different strategy (Thwala and Slabbert, 2018.).
Step 1: Marketing environment
The marketing mix are related to the complex mix for opportunities and threat of
company that can be classified for some times. It is classifieds into two such as external and
internal environment and it can be explained on the basis of appendix 1 and 2 that are related to
SWOT and PESTLE. On the basis of external analysis it has been identified that there are the
political factors are affect the Backup in order to change the policies and that is why it can not

make more donations from outside the country. Also, due to covid 19 there are many problems
faced by company regarding shortage of accommodation.
Step 2:Segmentation, targeting and positioning
On the basis of demographic strategy Backup north-west attracts for are 16 to 25 age
group people who are homeless and have the risk of homelessness. Also, There are different type
of services such as preventing homelessness and increasings independent living skills. There are
different project which are managed such as loft house, chances, Lucas project, project front
door, reds place, outreach team, support lodgings etc (Purohit, Paul and Mishra, 2021.).
Step 3:Marketing mix
There are different numbers of key factor which are helps the company including what kind of
service they should prefer and then how to distribute the service among people. All the content
of marketing mix are as follows:
Product- Every successful company looking for completing the need, want and demands
of the customer in order to offer appropriate services so that it helps to deal with meeting the
future need of person. There are different services offered by Backups including accommodation,
advice, support and guidance services are related to lofts house, chances, Lucas projects, project
fronts door, redds place, Outreach team, supported lodgings. Every project is different from one
another according to need of customers in Loft house it provides short stay for emergency
accommodation for 16-17 years people, chances are related to support which helps for existing
placement in order to solve many issues bys preventing people from homelessness. Project fronts
service is related to extra service in which staff available for 12 vulnerable young people for 24
days with high support needs (Rajavi, Kushwah and Steenkamp, 2019). This is the service which
helps to providing short term placement foundation.
Price- The pricing strategy followed by the Backup north-west are cost leadership in
order to make the company by improve competitive advantage also its helps to attract more and
more people towards the services and it also helps tos get good amount of donation. The
donation can be in the form of beds, non-perishable goods etc. and marketers have identified that
there are large number of people re joined ins orders to have low cost services. Also, pricing play
important roles in order to attract more customer by different services.

Place- There are wide area covered by Backup in Bolton, Greater Manchester Road. This
is the most popular place where people can easily come to take any services by their own. Also,
they also provide convenience services which help young people to make this own food and
supports in other facility such as employment, budgeting, cleaning and cooking so that it helps to
make fun by people by getting different services. Also, to support residential groups it supports
leisure, educational and other activities. There are also supported lodging including 4 unit of
temporary accommodation in the family or young adult home also known as spare room. It is
support the independent living which are member of Backup.
Promotion- The promotion strategy used by firms is traditional as well ass modern in
order to generate more fund and initiate people to support more. Also, in traditional strategies
they offer make campaign so that public can gets the idea what they are for generate the money
also on the other hand modern method there are all the service are promote at social media such
as twitter, Instagram, Facebook etc. its helps to increase the reach of the products also this is the
easiest way of target large number of people (Worku, Feleke and Nigusie 2019). Then, it also
shares the experience of students or people who are connected with organizations in order to
attract them. Further, major donation are getting by high profile people who are looking for
charity and support that kind of place.
People- There are large number of people are connected in order making charity and
other are referred to representing people in order to share all information on the regular basis.
Some stories and facts are shred at the social media which are like by people and motivate by
them for building the good network. This type of communications helps to give idea about what
kind of services people should provide. Then businessman are become part of it by making
charity of people. Further, in covid-19 there are large number of people are connected with
Backups because this is helps tos create softer brand movement that directly translate intro
donation by arisings the funds.
Process- Backup is the organization where people can easily gets the access of having
shelter, the registrations process is very easy that are related to share the informations regarding,
age, name, locality in order to get informations on the basis of referral agencies who is at the age
18 above according to EBT. Then telephone service is available by Monday to Friday 9am to
5pm. For the 10 bed services in emergency accommodation referral 24/7 on the basis of
different agencies. The maximum lengths of stay is 6 months to 1 year and minimum is 3 to 6

months stay. It also allows volunteers in orders participating in the organization on the basis of
getting training and its helps to develops the knowledge and understandings regarding the firm.
To make the process easy it is necessary to regular meeting that helps to build good relations
with the management.
Physical evidence- The physical evidence of the company are related to registered office
ion Bridgeman House, 77 street, Bolton,s England, BL36BY and this is the private limited
company bys guarantee without share capital use for limited exemption. This is incorporated in
the year 1997. Also, the nature of business is SIC in which 55900 related to accommodation and
88990 are related to social work activities that are without accommodation that is not classified.
Step 4: Customer relationship management (CRM)
This organization is mainly focused on building good relation with people those who are
like to charity and those who are like to stay for accommodation. There are different strategy
used by company in order to build good relation on the basis of interactions services, support
calls and social media sites by providing all the related source of information (Pitti, Espinoza and
Smith,2019). CRM helps to use analytical tools in regard to combine customer by making good
relation by strengthen customer relationship. To provide alls the detail ons the social media sites
are helps to connect more people and then Twitter is one of the best applications which helps to
increase the reach of services.
Step 5: Profit and theory of Triple bottom line
The Backup North West is an organization that is incorporated for the serving the society
and for betterment of the people. The organisation is formed independent from the government.
These non profit entities provide various services for the welfare of the society. The companies is
not incorporated with the motive to earn profit but to serve the society. The theory of Triple
bottom line states that the companies should focus on protecting the social and environment in
order to make the profit. The theory consist of three components such as profit , people and
planet(Landoni, and Trabucchi, 2020). The challenges faced by the companies is sustainability
development and for social sustainability, the company should focus more on community and
surroundings. On the other hand the first element that the company should focus on contributing
into the community based projects and focus on improving the local health. The other element is

the planet that is associated with the environment and the company should focus and monitor
the amount of natural resources are being used , waste management which has positive impact on
the society and environment. The profit generated should be for society and should be utilised for
the betterment of the society.
CONCLUSION
Its has been concluded that marketings process help to analyse the current strategy ins
order to highlight the EC of business and also discuss important element which are related to
marketing mix of Backup north-west. Further, all the step of marketing process are explained in
order to identify the major role of it and how can its helps to generate more donation. Lastly, it
has been evaluated that how its supports for customer satisfaction and creating the awareness
regarding this.

REFERENCES
Books and journals
Landoni, P. and Trabucchi, D., 2020. Sustainability Models for Social Innovation Projects: An
Empirical Perspective. In Universities as Drivers of Social Innovation (pp. 149-171). Springer,
Cham.
Moayeri, A., Mahmoudi, G. and Dabaghi, F., 2018. Factors affecting patients' preference in
choosing a hospital based on marketing mix (7p) in Iran. Journal of Ilam University of
Medical Sciences, 26(1., pp.62-72.
Pitti, A., Espinoza, O. and Smith, R., 2019. Marketing practices in the urban and reclaimed wood
industries. BioProducts Business, pp.15-26.
Purohit, S., Paul, J. and Mishra, R., 2021. Rethinking the bottom of the pyramid: Towards a new
marketing mix. Journal of Retailing and Consumer Services, 58, p.102275.
Rajavi, K., Kushwaha, T. and Steenkamp, J.B.E., 2019. In brands we trust? A multicategory,
multicountry investigation of sensitivity of consumers’ trust in brands to marketing-mix
activities. Journal of Consumer Research, 46(4). pp.651-670.
Thwala, K.C. and Slabbert, E., 2018. The effectiveness of the marketing mix for
guesthouses. African Journal of Hospitality, Tourism, and Leisure, 7(20). pp.1-15.
Worku, N., Feleke, A. and Nigusie, A., 2019. Magnitude of intention to leave and associated
factors among health workers working at primary hospitals of north Gondar zone,
Northwest Ethiopia: mixed methods. BioMed Research International, 2019.

Appendices
Appendix-1
SWOT analysis of Backup north-west
Strength Weakness
 It has cultural and political knowledge
regarding locality and society.
 To building good customer relationship
with volunteer and donors.
 Promotional strategy of company is high.
 There is limited experience with
poor communities regarding market
forces.
 It has suffered from inconsistent
flow of revenue.
Opportunities Threats
 It has the opportunity of mobilizes with
government to creates money donation.
 This is improving the quality of
accommodations by which it can attract
more people.
 The poor management in export
opportunities.
 Changing the political factors affect
the marketing strategy.
Appendix-2
PESTLE
Political
Opportunities
Political
Threats
Economic
Opportunities
Economic
Threat
 Brexit (higher
Shipping tax,
new rules,
and
 Increased
Infrastructure for
Alternative
accommodation
▪ The industry's
 Economic
slowdown
Caused covid 19.
 High costs of
imported
accommodation

Regulations.
▪ Lock-down
Restriction suffered by
Backup north-west
Technology
Develops, limiting
Wage growth.
equipments.
Social
Opportunities
Social
Threats
Technology
Opportunities
Technology
Threats
 It has the
opportunity of
attracting more
tourist towards
their services.
 Travel
restrictions
will
reduce
the industry
demand.
 Banned
social
Gatherings.
 Cancelled
events
People can support
accessibility by using
online platforms for
registration and its
helps to share the
information regarding
organisation on the
basis of social media.
Legal
Opportunities
Legal
Threats
Environmental
Opportunities
Environmental
Threats
Laws and regulations
changed by country
Its helps to create
customer relations by
supporting people.

Covid affect the
policies of it