A Comprehensive Report on Marketing Strategies for ABC Chocolate Shop

This report offers a comprehensive analysis of marketing principles and techniques applicable to ABC Chocolate Shop. It begins with an introduction to marketing and its importance, followed by a discussion on marketing segmentation, exploring geographic, demographic, psychographic, and behavioral segmentation strategies. The report then delves into the marketing mix (product, price, place, and promotion) and its application to ABC Chocolate Shop. Furthermore, it outlines marketing research methods, including primary research (interviews, observations, and questionnaires) and secondary research (SWOT and PEST analysis). The primary research section includes a questionnaire and its data analysis with graphical presentations. The report concludes with recommendations for the company, emphasizing the role of e-marketing and strategies for maintaining brand image, while also incorporating a SWOT and PEST analysis to provide a holistic view of the business's environment. The report aims to provide vital information about all essential marketing strategies and marketing mix which are effective and reliable for attaining more reliable outcomes in the coming period.

Marketing Principles and
Techniques

Table of Contents
INTRODUCTION...........................................................................................................................................3
TASK 1..........................................................................................................................................................3
1.1: Discussion about marketing..............................................................................................................3
1.2: Marketing segmentation as primary tool..........................................................................................4
1.3: Marketing mix of the company.........................................................................................................4
TASK 2..........................................................................................................................................................5
2.1: Aim of the research method.............................................................................................................5
2.2: Marketing research methods............................................................................................................5
2.3 : Marketing analysis ..........................................................................................................................6
TASK 3..........................................................................................................................................................7
4.1: E- Marketing of product and services..............................................................................................7
4.2: Ways in which company can maintain their image...........................................................................7
TASK 4..........................................................................................................................................................8
3.1: Market Analysis techniques used in research ..................................................................................8
PRIMARY RESEARCH....................................................................................................................................8
Introduction.............................................................................................................................................8
Tittle.........................................................................................................................................................8
Demographics..........................................................................................................................................8
Questionnaire..........................................................................................................................................9
Data Analysis with Graphical presentation..............................................................................................9
Conclusion...............................................................................................................................................9
Recommendation....................................................................................................................................9
4P's of marketing mix..............................................................................................................................9
SECONDARY RESEARCH.............................................................................................................................10
SWOT Analysis of ABC Chocolate Shop..................................................................................................10
PEST analysis..........................................................................................................................................10
CONCLUSION.............................................................................................................................................10
REFERENCES ..............................................................................................................................................11

INTRODUCTION
Marketing is an essential process of making business more profitable by selling products
as per the demand of customers. This seems to be utmost important techniques which is used by
the company in order to promote and sell their product or services in various parts of the country.
As per the mentioned case study they are not being able to operate their business in effective
manner (Dollatabady, Amiri and Bidmeshk, 2012). This project is providing vital information
about all essential marketing strategies and marketing mix which are effective reliable for
attaining more reliable outcomes in coming period. The role of E-market in selling of product
and services are discussed under this report.
TASK 1
1.1: Discussion about marketing
Nowadays, it has been found that there most of the company those are operating at small
or large level need to make use of appropriate marketing techniques which will be effectively
responsible for attaining more profitable business in coming period of time. Marketing will guide
all the users or owner of the “ABC Chocolates shop” to make buying and selling of some
products as per the demand of various customers so that company can increase their future aims
in more quick period of time.
Definition: Marketing is an essential activity which will be assist department to produce all
specific kind of product that are profitable for longer period of time. The main aim of managers
is to make available all demand and services as per the requirement of customers. the marketing
department is playing vital role in increase the business and their objective of an organization.
Each distinctive marketing program need their own activities (Main and et. al., 2012). Some of
them are:
 Production selection: A production can be made on the based on total order that are
taken from various customers. select those products which are more reliable in terms of
quality and features.
 Product activities: Product and services that are provided by the company would require
a companies to analyses specific commodity produced during the month.

 Advertising activities: Formulating all kind of customer demand for their product they
need to analyses all key aspects that are assessing them to promote their chocolate
business in various parts of the nation.
1.2: Marketing segmentation as primary tool
Marketing segmentation can be referred as the aggregation of prospective service user
into units with common requirements and respond commonly to an action of marketing. There
are various customer examining application that are reliable enough for produce more
appropriate results within an accounting period of time. Segmentation is a marketing techniques
which is used to divide all products those are produce within an organization. It consists of
various parts. Such as:
 Geographic segmentation: It is used to categories all those areas which company wants
to capture so that their products can be reach at every corner of the country. It is
eliminated on the basis of region, population density, city and climate areas. For e.g.
ABC Chocolates shop is aiming to UK people.
 Demographic segmentation: It is divided on the basis of various consumers which are
related with demographic aspects such as age, income, family earning and other crucial
matters. For e.g. ABC Chocolates shop is aiming to all age group people.
 Psychographic segmentation: It is used to measure all activities and interest of
customers that are performed during the period of time. It will assist them to determine
perception of each people those are using chocolate in their menu.
 Behavior segmentation: All the consumers that are divided as per their observed
behavior are taken into account (Schmidt, 2017). It can be varying on the basis of their
variables that are related with the product.
ABC Chocolates Shop is opting the demographic and psychographic method in order to
mainly focus over all age group of people in order to accomplish business objectives.
1.3: Marketing mix of the company
Marketing mix can be termed as the set of marketing tools which an organization utilize
to pursue their objectives of market in the target. There is various vital aspect are needed to be

taken into consideration which will be effectively reliable for attaining better outcomes in
coming period of time. The techniques of marketing mix is helpful in order to expand the market
and develop a new service or product within the organisation. Hence, ABC Chocolates shop is
focusing over the dynamics of marketing i.e. Product, price, place and promotion in regard of
accomplishing their business objectives and expand their business significantly.
TASK 2
2.1: Aim of the research method
Marketing research consists of a systematic manner to gather the information about the
people or companies to understand the need and of the targeted group. The research can is used
to analyse the requirements and wants of the focused customers who are aimed to raise the sales
of a business. For example, the ABC chocolate is a small business but has a specific kind of
product so there is a different kind of influence on the customers.
Aims of marketing research – Marketing research has some aims for that it conducted, the aims
are :
 It identifies the needs and expectations of the customers.
 It records the reaction for a particular items of the firm.
 Research is conducted to evaluate the company's sales and promotion to analyses the
suitable adjustments.
 To embrace the introduction to new products, modification in existing items and some
innovation in current product.
2.2: Marketing research methods
Research methods – There are two major methods of marketing research such as :
Primary research – The primary research methods is collects the data from various kind
of sources through conducting interviews, surveys, observations, focused group etc. The
marketing team investigate about some questionnaire regarding the products and requirements
of the products. For an example, ABC is a chocolate firm it only produces chocolate items, so it
need to know what kind of chocolates will be preferred by the people in a local area. Because
their may be some diabetic patients who cannot eat normal chocolates but they would like eat
sugar free chocolates (Housden and Thomas, 2012). There are some children who like to eat
some different kind of flavor in chocolates along with the traditional chocolates. These kind of
information can be good for a the ABC Chocolates. Here are discussed some of its tools: \

 Interview: similar to focus group, interviews refer to the practice or conversation where
some questions are asked from respondents to get their answer. Numerous types of
interviews are organized for distinct purposes such as telephone interview, face-to-face
interviews or group interview which provide in-depth information of participants to get
specific answer or response. Observation: Observation are considered as one of interesting and cost effective
techniques or method of primary research as this studies the behavior of participants
which can often prove very enlightening. This is utilized for the purpose of evaluating
nature and behavior of human or the required subject. This type of research carried out to
understand the consumer despite of business organisation.
 Questionnaire (Survey): This tool of primary research include to get response from the
potential consumer by a organized or multi-question survey. Through numerous mediums
such as email, face-to-face, postal etc. the questions are being asked from respondents
that can assist in understanding the referred behavior of question through evaluating their
responses.
Questionnaire
Q1. Are you fully satisfied with taste of chocolates?
 Yes
 No
Q2. Is there any change you want in chocolates?
 Yes
 No
Q3. Did you happy with the price of chocolates?
 Yes
 No
Q4. Why do you love ABC chocolates?
 Taste
 Price
 Quality

 All the above
Q5. Which flavor is your favorite one?
 Chocolate
 Strawberry
 Vanilla
 Other one
Q6. Are you going for any other option?
 Yes
 No
Q7. Did you love to have a long term connection with us?
 Yes
 No
Q8. Is there any change is required in our serving technique?
 Yes
 No
Q9. Shall we share our opinion on changes which is required in you favorite flavor to making it
more tasty or unique?
 Yes
 No
Q10. Do you want any unique or creative chocolates?
 Yes
 No
Q11. Did you want expansion in our business for experiencing new things?
 Yes
 No
Q12. How likely you change your chocolate flavors?
 Weekly
 Monthly
 Daily basis
Q13. Did you want any discount or our creativity on special occasions?
 Yes

 No
Q14. Will you going to support us by sharing you experience with others like on social media
and various social sites?
 Yes
 No
Q 15. What rate you will give to our chocolates?
 Excellent
 Very good
 Not satisfactory
Q16. Can you suggest us what factors we have to consider while making various types of
chocolates?
Theme 1:- Satisfied with the taste of chocolates.
Particular Frequency
Yes 18
No 12
Theme 2:- Any change you want in chocolates
Particular Frequency
Yes 20
No 10

Theme 3:- Happy with the price of chocolates
Particular Frequency
Yes 24
No 6
Theme 4:- Reason for loving ABC chocolates
Particular Frequency
Taste 12
Price 8
Quality 8
All the
above 2

Theme 5:- flavor is your favorite’s one
Particular Frequency
Chocolate 8
Strawberry 7
Vanilla 10
Any other 5
Theme 6:- Are you going for any other option
Particular Frequency
Yes 20
No 10

Theme 7:- Did you love to have a long term connection with us
Particular Frequency
Yes 17
No 13
Theme 8:- Is there any change is required in our serving technique
Particular Frequency
Yes 24
No 6

Theme 9:- Shall we share our opinion on changes which is required in your favorite flavor to making it
more tasty or unique
Particular Frequency
Yes 22
No 8
Theme 10:- Do you want any unique or creative chocolates
Particular Frequency
Yes 25
No 5