Strategic Marketing Report: Promoting Joy Nation's Active Wear

This report provides a comprehensive analysis of marketing principles and their application to Joy Nation, a family-owned business in Ghana's clothing sector specializing in sports and active wear. It begins by defining marketing and detailing diverse activities within marketing departments, such as market research, segmentation, and targeting. The report explores market segmentation strategies including geographic, demographic, psychographic, and behavioral approaches, and applies the marketing mix (product, place, price, promotion) to Joy Nation's offerings. It discusses the aims of research and market analysis, evaluates various market research methods (surveys, interviews, focus groups, customer observation), and highlights market analysis techniques and tools. Furthermore, the report examines different types of e-marketing, including email marketing, social media marketing, and search engine optimization, and outlines how companies manage their online image. Finally, it suggests marketing techniques for targeting specific market segments, leveraging findings from market research and analysis to inform the marketing team's strategies.

Marketing principles

Table of Contents
Introduction......................................................................................................................................3
Main body........................................................................................................................................3
What is marketing?.....................................................................................................................3
Describe the diverse activities carried out in marketing departments in other businesses. .......3
Provide examples to help your colleagues understand the full range of activities they could
undertake to promote the business..............................................................................................4
Explain market segmentation as a tool to identify customers. Give examples of the different
market segments your business attracts......................................................................................4
Explain the marketing mix and apply it to your products...........................................................5
Task 2...............................................................................................................................................5
Discuss aims of research and market analysis............................................................................5
Analyse market research method and describe the method which is most suitable for an
organisation.................................................................................................................................6
Market analysis techniques and tools..........................................................................................6
Task 3...............................................................................................................................................7
Types of E-marketing..................................................................................................................7
How companies manage their online image...............................................................................7
Task 4 ..............................................................................................................................................8
Marketing technique which can be used in order to target the market segment.........................8
Findings of market research and market analysis.......................................................................8
Findings to marketing team.........................................................................................................8
Conclusion.......................................................................................................................................9
REFERENCES..............................................................................................................................10

Introduction
Marketing is an essential activity that has to be carried out by each and every company so that
they can reach to its potential customers. It is important for the company to make sure that the
advertising and promotion activities of the company is carried out correctly for each and every
product of the company as it will make sure that necessary information is reaching to potential
customers and will also help in increasing the sales of the company (Raynauld and Lees-
Marshment., 2019.). In context to Joy Nation, the company is a family owned business and is in
the industry for only six months. The company is operating in clothing sector and is trying to
capture market with the help of marketing and advertisements. The company is majorly
providing sports and active wear for the people of Ghana. In this report the marketing which can
help the company in promoting their product is given.
Main body
What is marketing?
Marketing helps the company in promoting their products and services in an effective manner
and will also make sure that the company is able to reach to the market segment which they want
to target. It is an activity carried out by companies in order to create value and provide offerings
of the company to the consumers in the best possible way. It is an ongoing process which helps
the company in providing customers satisfaction and will also let the company know about the
market trends as well as helps the company in introducing new products and services in the
market.
Describe the diverse activities carried out in marketing departments in other businesses.
Their are different types of activities that are carried out by the marketing department whether it
is related to the promotion or advertisement of products or are related to providing assistance to
customers or providing information to customers. The major activities that are carried out by the
marketing department are:
Marketing research: The major aim of marketing department is to research about the
market. In this process the marketing department provide knowledge and information about the
market in which the company wants to operate (Reddy and et. al., 2020.). The research tells the
company about the customers needs, ongoing trends, taste and preferences of consumers, etc. the

marketing department will analyse the wants and demands and expectations of the consumers
from the products and services of the company.
Segmentation: it refers to the process through which the marketing department divides
the market in different parts on the basis of behaviour, characteristics, age, demographics, etc. in
case of Joy Nation, the segmentation of the market of the company is on the basis of age factor.
Market targeting: It refers to the market which the company wants to target in order to
get the best outcome from the market and sales (Hay, Eagle and Bhati. eds., 2020.). It refers to
the potential market which can provide growth to the company and where the company can
attract large amount of customers.
Provide examples to help your colleagues understand the full range of activities they could
undertake to promote the business
It is important for the company to make sure that they are targeting their market segment
correctly so that they can make strategies for their marketing and other tasks. These strategies
will be made so that the company will be able to target the right audience for the company and
will be able to attract the right amount of customers for the company.
Explain market segmentation as a tool to identify customers. Give examples of the different
market segments your business attracts
Geographic Segmentation: This refers to the segmentation of the market on the basis of
geographical region such as area, region, population, climate and location(Rehman and et. al.,
2021.). In case of Joy Nation, the company can target this segment on the basis of population.
Demographic Segmentation: This refers to the segmentation of the market on the basis
of age, income, education, family size, etc. the company can target this segment on the basis of
age factor.
Psycho graphic Segmentation: It completely depends upon the customers interest,
values and behaviour. The company can target this segment on the basis of interest of customers.
Behavioural Segmentation: It refers to the segmentation done by the company on the
basis of some special occasion, loyalty, purchase behaviour, etc. In case of Joy Nation, they can
target the market segment on the basis of purchase behaviour of customers.

Explain the marketing mix and apply it to your products.
Product: It refers to the item which the company is providing to its customer. The
product is the thing which provides value to the customers and in return customers are willing to
pay price (Nicholas., 2019.). Product plays a major role in providing satisfaction to the customers
and in creating a loyal customer base for the company. In case of Joy Nation, the company is
providing best in class sports and active wear to customers. The products of the company are
highly durable, affordable and will be able to provide comfort to the customers.
Place: It refers to the location from where the company is operating. It is important for
the company to choose appropriate location is the company is going for physical store. In case of
Joy Nation the company is willing to open company stores so that they can reach to their
customers.
Price: It refers to the pricing strategy that the company wants to adopt. As the markets
nowadays are highly price sensitive it is important for the company to make sure that they are
choosing their pricing strategy carefully so that they can capture the market (Davari and et. al.,
2019.). In context to the company it is already given that the company wants to provide
affordable goods to consumers and the prices will be lower than competitors.
Promotion: It refers to the advertising and marketing strategy of the company which
helps them in making sure that the company is reaching to its potential customers. In case of Joy
Nation, the company must take digital marketing and promotion into consideration as it will
increase the reach and also will be cost effective.
Task 2
Discuss aims of research and market analysis
Research aim refers to the intention of the research study. It refers to the paragraph that tells the
tell about the expectations from the research and what the researcher wants to achieve in the end
of the research (Munandar and et. al., 2020.). It is important to have a specifically phrased aim
so that a clear intention of the research can be stated.
Market analysis is an important factor as it provide initial foundation for designing a intervention
and building credibility. As the markets are dynamic and are constantly evolving which is the
reason why market analysis cannot be fixed.

Analyse market research method and describe the method which is most suitable for an
organisation
Their are four common types of marketing research method which can be used by the company
in order to do market research and in order to collect the information of the customers. The
different market research methods are suitable for different business so it is important for the
company to find their best match.
 Survey: It is a form of qualitative research that helps the company in asking a series of
question and the responses that the researcher collects states the result of the research
(Zareian and et. al., 2021). It is one of the most commonly used research method an it is
cost effective as well. In context to Joy Nation, it can be served as a powerful and useful
tool which can help the company in doing market research.
 Interview: It refers to the method in which one on one conversations takes place with the
target market. It can be very helpful for the company if they want to have an in depth
conversation from their target customers. It is a time consuming process.
 Focus group: In this method the marketer target a selected group of potential customers
of the company. It is considered to be a risky research method as if the group is not
selected carefully then the result of the research can be misleading and may not provide
accurate information to the company.
 Customer observation: Observation is tend to be a powerful tool as the researcher takes
notes of the customers who is engaged with the product of the company (Saura and et.
al., 2019.). The changes i8n the behaviour and pattern of the customer will help the
company.
Market analysis techniques and tools
There are ten market analytics tools and techniques which can help the company and the
marketers in improving their efforts and prove the worth of themselves. The ten marketing
analytic tools are google analytics, MixPanel, The AdWord performance grader, Heap analytics,
Cyfe, Klipfolio, Optimizely, SEMrush, Buzz Sumo, Crowdbooster.

Task 3
Types of E-marketing
Their are several types of marketing which can help the company in reaching to the potential
customers and will also make sure that the company is on the right track (Baverstock and
Bowen., 2019.). It helps the company in measuring the success of the company and will also
make sure that the marketing methods used by the company are cost effective.
Email marketing: It refers to the method of E-marketing through which the company is
able to reach to its potential customers via E mails . A user generated email is send to the
potential customers of the company telling them about the services that the company is offering
or any special discounts that the company is providing., it keeps the customers update about the
offers of the company and encourage them to purchase the products of the company.
Social media marketing: This type of marketing is one of the most widely used
marketing techniques in today's world (Benedict., 2021.). These are highly effective marketing
techniques that helps the company in making sure that they are reaching to their potential
customers. This type of marketing has a wider reach and the results of this marketing is
measurable which help the company in making sure that they are on the right track.
Search engine optimisation: It refers to the marketing strategy of the company through
which the company will be able to come on the first page of the search engine. According to the
research 70% of the people look at only the first page of the search engine in order to collect
information so it is important for the company to make sure that they are on the right track.
How companies manage their online image
In order to manage the online image of the company, they follow six steps which are given
below:
Set up google alert: This helps the company in setting up an alert which allows the
company in having a knowledge about the customers whenever they search for the products of
the company (Abolmasom and et. al., 2021.). It helps the company in keeping track of they
customers and their needs. It will help the company in analysing whether the products of the
company needs some changes or are perfect for the customers.
Become a social listener: It refers to the fact that companies must not focus on speaking
but should focus on listening to the customers. The company who don't listen and only speak will
eventually fall.

Launch a content strategy: It is important for the company to make sure that they are
having a correct content strategy which will help the company in capturing the correct market
segment (Kachalov and Sleptsova., 2018.). It is important for the company to take the things in
to the hands of themselves. The company may opt for blogging and other type of activities which
can help them in reaching to its customers.
Carefully monitor feedback: It is important for the company to make sure that they are
analysing the feedbacks correctly and will also make sure that they are analysing the feedbacks
and concerns of the customers correctly. It is important for the company to have a proper
knowledge about the problems that the company is facing right now.
Task 4
Marketing technique which can be used in order to target the market segment.
It is important for the company to make sure that they are targeting the right segment of audience
as this will help the company in analysing the market and customers. In case of Joy Nation, the
company can opt for observation method of research as it will help the company in analysing the
comfort level that the customers is having and will also be able to get complete reviews of the
product. The company for this research can take people of all age groups for their research as it
will help the company in segmenting their target market.
Findings of market research and market analysis.
The market research has helped the company in analysing the behaviour and reviews of the
customers while they were using the product (Ooi and et. al., 2020.). It is important for the
company to observe this nature as it will help the company in analysing whether the people are
having comfort in the product of the company or not. The market research and analysis make the
company understand the changes that the company have to make in their products and services in
order to fulfil the needs and demands of the company.
Findings to marketing team
The marketing department must make sure that they are having their presence on digital media
so that the company will be able to attract right customers for the product of the company. The
company must analyse their competitors of the company are attracting customers on the basis of
effective marketing. According to the research that target market of the company will be youth
and the people falling in the age group of 17 to 30.

Conclusion
From the above report it is concluded that in order to have a presence in the market and in order
to reach to the potential customers of the company it is important for the company to make sure
that they are actively involved in marketing activities. It will help the company in making sure
that they are attracting potential customers and are working towards the success of the company.

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