Marketing Principles and Techniques Report: Cissy Wears Case Study

This report provides a detailed marketing analysis of Cissy Wears, a small retail store with two outlets in London. The report covers key marketing principles and techniques, including the marketing concept, marketing mix (product, price, place, promotion, people, process, and physical evidence), and market segmentation (demographic, geographic, psychographic, and behavioral). It also delves into market research methods, such as primary (observation, interviews, surveys) and secondary research, along with market analysis tools like PESTLE, SWOT, and forecasting. The report further examines e-marketing strategies, including social media, email, and blog marketing, and how Cissy Wears manages its online image. Additionally, the report presents the results of market research, including a questionnaire, and provides insights into the target market and the application of various market analysis techniques. The report concludes with recommendations for the marketing team based on the research findings.

Marketing Principles and
Techniques

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Marketing concept and activities conducted by department.................................................1
1.2 Market segmentation.............................................................................................................1
1.3 Marketing mix.......................................................................................................................2
TASK 2............................................................................................................................................3
2.1 Aims of research and market analysis...................................................................................3
2.2 Market research methods......................................................................................................3
2.3 Market analysis tools and techniques....................................................................................4
TASK 3............................................................................................................................................4
4.1 Methods used to e-market products and services..................................................................4
4.2 Manage online image of organisation...................................................................................5
TASK 4............................................................................................................................................5
3.1 Market analysis techniques to research target market...........................................................5
3.2 Findings of market research and analysis.............................................................................6
3.3 Findings to marketing team...................................................................................................6
CONCLUSION................................................................................................................................6
REFERENCES ...............................................................................................................................8

INTRODUCTION
Marketing principles and techniques define that every organisation management
responsibility is to establish good position and image in market. It is essential that appropriate
promotion techniques are used by entrepreneur to inform people about needs and wants; thereby
influence and persuade consumers to purchase things in according to their needs and wants
(Graber And et. al., 2016). Present report is based on Cissy Wears which is small retail store
established in London. This shop has two outlets, one which offers child apparels and another
have jewellery, toiletries and home ware for youth. This assignment comprise information about
marketing, its mix and segmentation to identify customer. Market research is tool used by
administration to acknowledge tools and techniques used by company to anticipate taste and
preferences of people and competitors products. Along this, E-marketing methods used by
management to construct online image; thereby attract customers.
TASK 1
1.1 Marketing concept and activities conducted by department
Marketing is tactic which includes activities executed by management to attract
customers by informing them about items and services. Organisation comprises different
segments such as human resource, finance, operation, marketing, sales, IT, research and
development. These are units which are constituted by Cissy Wears to organise business
activities and use appropriate tools and techniques which help entrepreneur deliver adequate
products to customers. This is a small firm so it is necessary that administration uses funds and
have adequate resources to accomplish goals and targets within defined time (Batini and
Scannapieco, 2016).
Marketing department duties include constructing plan which comprises information
about marketing mix that is product, price, place, promotion, people, process and physical
evidence. Along this, they even need to frame budget and use appropriate pricing and
promotional strategies.
1.2 Market segmentation
Demographic, geographic, psycho graphic and behavioural are various segmentation
tactics that organisation uses to provide items in according to taste and preference of people.
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Cissy Wears is small clothing firm, so it is necessary that entrepreneur provide products in
according to market conditions and in respect to customers age groups and requirements. STP
tactic is used by management to grab attention of people by giving items in according to their
needs and demands. This is description of Cissy Wears to segment, target and position
customers is stated below: Segmentation: This concept define that population in divided into small segments that is
heterogeneous people are segregated and converted into homogeneous group which has
similar demands, taste and preferences. Cissy Wears provide items in according to age,
gender, income and other aspects. This helps management to attract customers and make
them purchase things in according to their needs and wants (von der Heidt, 2015). Targeting: This tactic specifies that organisation need to provide products in respect to
demands of people. Cissy Wears target child and adult which help businessperson to have
adequate customer base.
 Positioning: This is last step which defines that promotional techniques are used by
management of Cissy Wears to grab attention of people by providing them information
about items, its features and other essential attributes.
In addition to this, various kinds of segmentation are explained below:
Geographical: It is perhaps considered as one of the common market segmentation based
on which areas are divided needs and wants of people are given much preferences. For example:
London is cold place so according to the climatic condition Cissy wears can target winter wears
in order to improve their sales and profitability.
Demographic: This is segmented on the basis of age, gender, income, family size etc.,
there is a possibility that some brands majorly focus on women and some on men. Cissy wear, is
manufacturing clothes by considering all categories, whether old aged person, young, males or
female.
1.3 Marketing mix
Marketing mix is determined as the foundation of marketing and it consist of marketing
tools through which firm can develop objectives so that it can be achieved in speculated time
frame. Further it can be classified into 4Ps or 7Ps. Namely: products, price, promotion and place.
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TASK 2
2.1 Aims of research and market analysis
Research is defined as activity executed by management to have complete and accurate
information about market conditions. It is essential that businessperson construct objectives and
purpose which are used by them to design system and conduct business activities in effective
manner. This benefits entrepreneur to identify customers and their demands to manufacture items
according to taste and preference of people.
Market analysis: This tactic defines that small business firms require to utilise resources
and make system function in according to market conditions. It is necessary that management has
complete information about needs and wants of customers, competitors and industry. This help
businessperson to assess market size, select appropriate target. Market trends and competitive
analysis techniques used by Cissy Wears to design items and services in according to customers
(Eagle, Hamann and Low, 2016).
2.2 Market research methods
Researcher has various tools and techniques to acknowledge needs and wants of people to
design system and implement appropriate technologies; thereby provide items and services in
respect to taste and preference of customers. These are various research methods that are used by
management of Cissy Wears are stated below:
Primary methods: Observation, interviews, survey and field trials are various techniques
used by superior to identify current market trends and competitors offerings. This help
management to produce stylish clothes and different varieties in respect to target customers.
Observation: It is determined as one of the most common methods for collecting data,
and it is done in natural settings. This can be conducted without participant's concern. So, it is
considered as one of the best methods because outcomes are true and unbiased.
Interviews: While conducting this method researcher has to go to every individual whom
they want to interview. This is quite expensive as compared to other primary data collection
method.
Questionnaire: It is considered as one of the most common methods of data collection
and they are less time and cost consuming. This is used by most of the researcher because
responses can be collected very easily.
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Secondary methods: This is another tool which helps businessperson to use published
data to acknowledge past information about sales and profit. Journals, magazines and newspaper
are various techniques used by Cissy Wears to have complete data in respect to customer base
and market position ( Panwar and et. al., 2015).
In relations to secondary methods Cissy Wears will conduct SWOT analysis through
which they will get to knew about their internal strengths and weaknesses. Whereas PESTLE
will provide information related to external environments that are creating problem in business
operations.
2.3 Market analysis tools and techniques
Researcher uses various approaches and methods to acknowledge conditions that are
prevailing in market to design system and make it function in according to needs and wants of
people. These are various tools and techniques used by management of Cissy Wears are as
follows: PEST analysis: This tactic helps entrepreneur to have complete information about
government laws, economic aspects, society requirements and technological things
impacts on business. Businessperson will have complete knowledge about external macro
factors which are used to design system accordingly. SWOT analysis: This technique is effective which help entrepreneur to acknowledge
system abilities and market conditions. Cissy Wears need to enhance share and position
by utilising market opportunities with help of strengths present in system; thereby protect
firm from threats and weaknesses.
 Forecasting: This tool defines that market research is executed by management to
identify needs and wants of people. Cissy Wears provide trendy clothes and products to
attract customers and make them purchase adequate things (Bach and Alnajar, 2016).
TASK 3
4.1 Methods used to e-market products and services
Electronic-marketing is process which is executed by marketing department to attract
customers by informing them about items and services. This technique helps organisation to
increase customer base and market reach with use of internet. Cissy Wears is small family firm
which has single outlet established in London. Hence, e-marketing is effective tools which helps
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entrepreneur to enhance customer base by providing things online. These are various methods
used by marketing team to inform people about items and services are as follows: Social media marketing: YouTube, Facebook, Google and Instagram are various tools
which help organisation to attract customers by informing them about variety of items.
Cissy Wears is small firm which require proper utilisation of funds and other resources to
enhance market share by using online tactics (Barrios, Grant and Arias, 2017). E-mail marketing: Cissy Wears has record of customers which is appropriate technique
to provide adequate information to people about variety of items and services by sending
them information about discounts, rebate and vouchers.
 Blog marketing: This is another tactic used by Cissy Wears to construct a blog which
includes suggestions and opinions of customers. This help management to grab attention
of people by making them aware about clients which are happy by their services and
quality of things.
4.2 Manage online image of organisation
E-marketing is appropriate technique for Cissy Wears which helps business person to
increase market reach and share by using internet facility. This is small family business which
has outlet established in London, so this tactic helps entrepreneur to enhance customer base and
sales. These are various steps conducted by management to establish strong image and goodwill
in market are stated beneath (Falk and Bozek, 2015):
 Marketing team of Cissy Wears constructs website to inform people about variety of
items and modifications that are made in clothes to make it in according to current market
trends.
 Blog marketing is tool helps management to take reviews from customers which help in
attracting other people and influence their purchase decision by giving them quality
assurance.
TASK 4
3.1 Market analysis techniques to research target market
Market analysis is activity conducted by organisation to asses taste and preference of
people which help entrepreneur to segment market and target customers which have potential to
purchase things in respect to their needs and wants. PEST analysis is technique which helps
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management of Cissy Wears to design system and make it function legally. Government laws
and legislations are used to frame policies and strategies; thereby implement appropriate
techniques and technologies to deliver clothes in according to kid and adults. Along this. SWOT
analysis benefits management to utilise market opportunities and strengths. Forecasting helps
identify demands of people and protect company from competitors and weaknesses (Graber, And
et. al., 2016).
INTRODUCTION:
Marketing research is considered as a set of procedure which helps company in
determining the needs and wants of customers as per a particular market area. This includes
certain criteria like opportunities, marketing action, monitoring marketing performance etc., as a
result it will assist company in executing their plan in a better manner.
PRIMARY RESERACH
TITLE: This report will be based on Cissy Wear company and emphasis will be more on
clothings products.
DEMOGRAPHICS: According to this category segmentation was done on the basis of
age, gender, occupation, income and many more.
QUESTIONNIRE AND ITS ANALYSIS:
THEME 1: Buy clothes from Cissy wear
Q1) Do you buy clothes from Cissy wear? Frequency
Yes 18
No 2
6

Interpretation: As per the this graph to can be evaluated that 18 of the respondents purchase
clothes from Cissy wear whereas rest 2 prefer other stores for the same.
THEME 2: Main feature you like about clothes
Q2) What is the main feature you like about
clothes offer by Cissy wear?
Frequency
Price 5
Quality 10
Colour 5
7
Yes No
0
2
4
6
8
10
12
14
16
18
18
2
Column B

Interpretation: According to questionnaire, 5 of the respondents are buying clothes because of
price, whereas 10 for quality and rest 5 for colour.
THEME 3: Clothes offer by Cissy wear are successful
Q3) Does clothes offer by Cissy wear are
successful in satisfy your needs?
Frequency
Yes 15
No 5
8
5
10
5
Price
Quality
Colour
15
5
Yes
No

Interpretation: With the help of this it can be evaluated 15 of the respondents are agreeing that
company is satisfying their needs in terms of clothing and rest 5 are not satisfying.
THEME 4: Like purchase clothes online
Q4) Do you like purchase clothes online? Frequency
Yes 17
No 3
Interpretation: 17 of the respondents are saying yes they buy clothes online and rest 3 don't.
THEME 5: Collect information about the fashion before take purchase decision
Q5) Do you collect information about the
fashion before take purchase decision of
clothes?
Frequency
Yes 12
No 8
9
17
3
Yes
No

Interpretation: 12 of the respondents said that yes before purchasing clothes they collect
information online whereas 8 don't prefer gathering data.
THEME 6: Purchases usually planned or remain
Q6) Are you purchases usually planned or
remain on the moment?
Frequency
Planned 5
On the moment 5
Both of them 10
10
12
8
Yes
No

Interpretation: 5 of them plan before purchasing clothes, whereas 5 make decision at the
moment and lastly, 10 prefer both of them before purchasing.
THEME 7: Purchase a matching outfit item?
Q7) During purchase clothes, do you
purchase a matching outfit item?
Frequency
Yes 16
No 4
11
5
5
10 Planned
On the moment
Both of them
16
4
Yes
No

Interpretation: 16 of them are saying yes whereas 4 just go and buy goods.
THEME 8: Major factor you consider
Q8) What is the major factor you consider
while make a purchase decision?
Frequency
Fashion 8
Budget 5
Both 7
Interpretation: According to the above graph it can be evaluated that 8 of them look out for
fashion and 5 look out for budget and rest 7 of them consider the both.
THEME 9: Celebrities fashion labels influence you to make a purchase decision
Q9) Does celebrities fashion labels influence Frequency
12
8
5
7
Fashion
Budget
Both

you to make a purchase decision?
Yes 17
No 3
Interpretation: 17 of the respondents are saying that celebrities fashion labels influence them in
purchasing decision and rest 3 are No which means celebrates fashion doesn't bother them.
THEME 10: Purchase a new item
Q10) How often you purchase a new item? Frequency
1-5 time per year 5
Once in a month 10
4-7 time per month 5
13
17
3
Yes
No

Interpretation: 5 of the respondents are saying that they purchase goods in 1-5 time per year,
whereas 10 of them are saying they buy clothes once in a month and rest 5, 4-7 time per month.
THEME 11: Inspiration for make new purchases
Q11) From where you take the inspiration
for make new purchases?
Frequency
Friends 15
Family 3
Fashion blogs 2
14
5
10
5
1-5 time per year
Once in a month
4-7 time per month

Interpretation: 15 of them are saying they task inspiration from friends, 3 of them from friends
and 2 of them prefer fashion blogs.
THEME 12: Mainly shop with
Q12) Who do you mainly shop with? Frequency
Family 15
Alone 5
Friends 5
15
15
3
2
Friends
Family
Fashion blogs

Interpretation: 5 of them shop with family, whereas 10 of them go with friends and rest 5 shop
alone.
THEME 13: Encourage more to try new fashion and style
Q13) What would you encourage more to
try new fashion and style?
Frequency
Celebrity’s style 12
Friend’s suggestion 4
Family’s suggestion 4
16
15
3
2
Friends
Family
Fashion blogs

Interpretation: 12 of them prefer celebrity's style whereas 4 that suggestions from friend and
rest 6 take family suggestions.
THEME 14: Buy more clothes when on sales
Q14) Do you buy more clothes when on
sales?
Frequency
Yes 15
No 5
17
12 4
4
Celebrity’s style
Friend’s suggestion
Family’s suggestion
15
5
Yes
No

Interpretation: 15 of them purchase clothes during sales and rest 5 are saying no which means
they buy clothes anytime.
MARKETING MIX
Marketing department of Cissy Wears frame marketing mix which help company to
construct adequate image and reputation in market are defined below:
Product: This element define that firms provide variety of items and services to fulfil
needs and wants of people; thereby generate adequate profit from business. Cissy Wear has
stylish kid and adult apparels, home ware, toiletries and jewellery things.
Price: This tactic specifies that management require to use appropriate strategies such as
penetration and skimming to attract customers by providing them things at reasonable rates.
Cissy Wears has different range items which help seniors to have adequate number of people
which benefit them purchase things accordingly (Huang and Rundle-Thiele, 2015).
Place: This component defines that entrepreneur establish outlets in different places to
attract customers and make people easily avail services and items. Cissy Wear has only one
outlet which is established in London. So, company has less number of consumers which impacts
on sales and revenue of business.
Promotion: Advertising, sales promotion, personal selling, publicity and online
marketing are various techniques that marketing unit used to inform people about products and
services. Cissy Wear is small family business which has very less market reach. Businessperson
is not using any promotional tools. Thus, these are various tactics which need to be used to
enhance market position and image.
People: This element comprises various individuals which constitute appropriate position
in company. Cissy Wear is small firm, so entrepreneur need to have adequate workforce,
members to provide adequate things in market in according to needs and wants of people.
Process: Management implements tools and techniques in system to manufacture
appropriate items and deliver quality services to people. Cissy Wear is retail store which need to
provide stylish clothes to people and use software which help in enhancing market goodwill
(Wright and Allen, 2015).
Physical evidence: This tactic defines that organisation require to provide adequate
infrastructure and facilities to customers. Cissy Wear is small retail store which have traditional
outlet which influence on image of company in market.
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CONCLUSION
From the above mentioned reports, it can be concluded that primary and secondary both
methods are assisting firm in analysing their external and internal factors which is having some
or the other impact on business operations. In addition to this, company is using marketing mix
tool in order to get appropriate outcomes for their research.
RECOMMENDATION
It can be recommended that company must manufacture clothes for all the genders and
must not focused on one gender.
SECONDARY RESEARCH
Moreover PESTLE and SWOT analysis is conducted and explained below for a better
understanding:
PESTLE analysis
Political: While establishing their business it is crucial that company considered this
factor, as they are the one who formulate laws and regulations. If government is stable in nature
than firm can operate its business in a better manner. But continuous change in regulatory bodies
can lead to negative impact on business.
Economic: This factor is crucial because sudden change in economic policies can lead to
modification in strategies and plan of action for the company. Therefore, firm must go through
laws, inflation and deflation rates etc., so that effective strategies can be made.
Social: People are the one for whom company manufacture goods so that their sales and
profitability can be increased. In context with Cissy Wear they are producing goods of all
sections of society by their main focus is on making women centric apparels.
Technological: With the change in course of time, technologies has assisted company in
manufacturing goods in more appropriate manner. As company is not big because of which they
have implemented small tools.
Legal: Company for running their business in an effective manner, they have to follow
some legal procedures and it is different according to country.
Environmental: Now a days' firm are establishing their business by considering
environmental factor. They look out for areas from where enterprise can get ample number of
resources and other facilities.
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SWOT analysis
Strengths: As firm is manufacturing clothes that are women centric because of which
Cissy wears are increasing their sales and profitability.
Weaknesses: Cissy wear is concentrating only on women appeals because of which they
are unable to attract males and other gender people towards theirs stores. As a result it is
decreasing sales.
Opportunities: In recent times company is provided with lot of opportunities, it depends
upon firm which opportunities they want to grab. For example: they can start manufacturing
clothes for other people as well.
Threats: With the increase in competition in threat is increasing. In context with Cissy
Wear, if company selling same products can work as a threat for the enterprise.
CONCLUSION
From the above report, it can be comprehended that marketing is activity which helps
organisation to enhance goodwill and image. Traditional business has limited market reach and
customers which impacts on sales and revenue. With technological advancements, online
marketing become popular which help entrepreneur to inform people about items and give them
facility to purchase products online. Forecasting, PEST and SWOT analysis are used by Cissy
Wears to have appropriate data about market abilities and system capabilities. Along this, various
research methods and tools such as survey, interview, journals, observation are used to have
primary and secondary data. This benefits firm to use blog, e-mail and social media to attract
customers and position company higher than competitors.
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REFERENCES
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techniques. Springer.
Eagle, L., Hamann, M. and Low, D. R., 2016. The role of social marketing, marine turtles and
sustainable tourism in reducing plastic pollution. Marine pollution bulletin. 107(1).
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Wright, R. A. and Allen, B. H., 2015. Improve the health care macro-system through micro-
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