Report: Marketing Principles, Techniques, and Analysis for B&B Limited

This report provides a comprehensive analysis of the marketing principles and techniques applied by B&B Limited, a small retail firm. It delves into the core concepts of marketing, emphasizing the importance of customer satisfaction and the generation of profits. The report outlines the key activities of a marketing department, including market research, product development, advertising, and market segmentation. It further examines the marketing mix elements (product, price, place, and promotion) as applied by B&B Limited. The study also explores various market research methods, including primary and secondary research, alongside the application of PEST analysis. Furthermore, the report addresses e-marketing strategies, such as e-mail marketing, search engine optimization, paid advertising, and social media marketing, as well as the interpretation of survey results regarding customer satisfaction and marketing effectiveness. This report offers a well-structured examination of marketing strategies for B&B Limited.

Marketing principles
and techniques

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
TASK 2............................................................................................................................................3
TASK 3............................................................................................................................................4
TASK 4............................................................................................................................................5
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing principles refers to the principles that are utilise by a business entity to frame
product, promotion, price and distribution strategy of the enterprise. Marketing is known as one
of the most significant factor of successful business (Provost and Fawcett, 2013). It is very
important that all activities related with marketing department should be execute well so entity
can generate more number of profits and at the same time can get competitive advantage. B&B
limited a small retail firms that deal in various type of home and grocery products is consider in
this report for study. Application of various elements of marketing mix for various products is
also mentioned in this. Various methods that can be utilise by manager for market research and
different methods of e marketing is all given in this.
TASK 1
Marketing is the process in which various communication tools are use by a business
organisation to interact with customers, make them information about company's products and
influence them to buy the same. This is known as one of the most important activity as this is the
one which provide opportunity to business enterprise to interact with its target customers. This
process is based on the thinking about business on basis on customer satisfaction (Spotswood
and et. al., 2012). Process of marketing is different from selling as it not concern about the value
an individual get. Overall it is a process of develop a demand for a product in order to generate
more profits and to satisfy the needs of customers. Major activities perform by a marketing
department of a business organisation is given below under the following points: Marketing research: This is one of the major function perform by marketing department
of a business organisation. Major benefit of this is that it help in identify needs of
customers and support in highlight the product to sell company's products (Lefebvre,
2012). With this manager can identify major strengths and weakness of entity and its
rivals. This also provide basis to deal with company's weakness so it can sustain in
market for long run. Product development: Marketing department help a business entity develop products
and services as per the requirements of customers and offer value to them. Marketing
department is the one which remain responsible to identify and utilise the opportunities
exist in market by introduce a specific product. Marketing manager is the one that make
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the product development team aware about the needs of customers which help in create
goods as per needs of customers. Marketing team is the one who remain responsible to
decide the price of product based on collected information.
 Advertising and promotional campaigning: After the entity has a good to offer its
customers then marketing department is the one who remain responsible to promote
product (Taylor and et. al., 2013). This is done with help of advertisements, campaigns,
events and various promotional material. It is done by marketing department to create
awareness of product among customers. A budget is offer to the marketing department
and manager design activities of promotion within that budget.
Market segmentation
Process of divide broad customers in sub groups of customers on basis of a specific
feature is known as market segmentation. One of the main reason why entities perform this is to
identify the customer segment with high growth potential (Gordon, 2013). Market segment that
attract B&B is demographic segmentation in which entity set the price of its products as per the
income of customers in order to attract them and to retain them for long time period.
Marketing mix
This is known as one of the most important and effective tool of marketing which
highlight the major tools and techniques use by business entity to attain its marketing objective.
Product, price, place and promotion are the four major elements of marketing mix. These factors
related with business concept of B&B can be understood by the following points: Product: Various type of home and grocery products are offer by B&B firm in order to
satisfy the needs of customers and generate more profits. It is very essential for entity to
offer featured product to its customers to retain them for long time period. Price: Firm manufacture and offer quality services to its consumers at affordable prices
and this is the main reason firm has a larger market share as compare to its rivals. Place: B&B offer its products goods and services to large number of customers through
its various outlets. This help individuals in easily find company's product.
 Promotion: Company use various promotional tools to promote its products and to
influence customers to buy company's product. This support entity in achieve its sales
target.
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TASK 2
One of the main objective of market analysis is to determine the customer segment with
high growth potential. For this, it is very essential for manager to examine the consumption
trends in order to utilise opportunities exist in market. One of the main objective of market
research remain to gain insight about consumer (Xie and Tian, 2013). This help entity in
manufacture better product which support in achieve sales objective.
Market research methods
Mainly research methods are categories into two known as primary research method and
secondary research method. These are further explain in following points: Primary research methods: This is one of the most popular method of research in which
researcher collect and analyse fresh data in order to draw conclusion. Survey,
observation, focus groups, interviews and experiments all are the major tools use by
research workers under this (Gordon, 2012). One of the main benefit of this research
method is that it help researcher in collect relevant data related with the main topic of
research which help in get desired outcome.
 Secondary research methods: This is another method which can be utilise by an
individual in order to complete the research. It is known as the process of examine
existing data. One of the main benefit of this is that it is very easy and time saving for
researcher to collect this type of data (Lees-Marshment, 2014). This also save funds of
investigator and also provide basis to carry out primary
Marketing analysis tools and techniques
To generate large amount of profit and to attain set goal and objective, undertake market
analysis is very essential for a business enterprise. For this there is a tool called PEST analysis
which can be use by B&B firm. This tool help in examine the four factors exist in business
environment. Political factors: This element reveal the policies of government which affect the
activities and decision taken by business entity. Economic factors: This aspect cover the inflation rate, deflation rate, economic growth,
GDP and income level of individuals living in a country. It directly affect the sale of
company's product.
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 Social factors: This factor reveal the attitudes and behaviours of customers that affect the
buying habits of individuals.
 Technology factors: This element reveal the technology use by business entities for
manufacture products and serve its customers.
TASK 3
E-marketing is known as internet marketing, digital marketing, online marketing or web
marketing. Mainly this is known as the process of market a service or goods with help of
internet. Further, marketing that is done with help of wireless media or e-mail is also include in
this. Use of various technologies that support business enterprise to connect with its customers is
include in this. One of the main advantage of this type of marketing is that it provide more return
on investment as compare to traditional marketing (Graber and et. al., 2016). Significance of
internet marketing is increasing due to increase number of internet users. Various types of e-
marketing can be understood by the following points: E-mail marketing: Use of e-mail in order to promote goods and services is the first
method of e-marketing. Under this, firm market its products by target a specific groups of
segment with help of e-mails. Major features which make it more effective is its low cost,
increasing return on investment, target correct customers and simplicity of use. Search engines optimization: This is known as the art of enhance appearance of website
in the first result of search engines such as Google search engine. Major advantages
related with this is that it is low as compare to paid ads, help in get return on investment
better as compare to paid advertisement. Paid advertising: This is known as one of the best and effective type of e-marketing,
these ads are appear in search engines. These type of ads are depend on the keywords use
by firm to appear in search engines.
 Social media channels: This is a tool to interact with target customers directly in order to
emphasis more on the value of goods and services of enterprise. Facebook, Instagram,
Google Plus, Twitter, YouTube and LinkedIn all are the most popular social media
channels that are utilise by firms. One of the main advantage of this is that it increase
reputation of brand which improve the sales. Interaction with customers with help of
social networking channels increase loyalty of customers.
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A business organisation can manage its image online review of its online sites on continuous
basis and by own the initial page of search engine.
TASK 4
Market analysis is known as very important concept of business organisations as this
make the manager aware about the trends exist in market and enhance understanding about needs
of consumers. This help in manufacture products as per the requirements of customers through
this B&B can satisfy the needs of its customers and can retain them for a long time period. In this
way firm can sustain in market for long run. Primary research is one of the effective research
method that can be use by B&B for the purpose of market analysis. For this purpose entity
formulate and use a questionnaire.
Questionnaire
Name:
Age:
Gender:
Occupation:
Contact no.:
Email id:
Q1) Are you satisfy with the quality and services offer B&B firm?
 Yes
 No
Q2) What is the major areas entity require to introduce some changes?
 Price of its products
 Quality of goods
Q3) Does marketing activities of firm are effective?
 Yes
 No
Q4) Does products offer by firm are effective to satisfy needs of consumers?
 Yes
 No
Q5) Any recommendation to B&B related with its marketing activities.
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Interpretation
Q1) Are you satisfy with the quality and
services offer B&B firm?
Frequency
Yes 15
No 5
Yes No
0
2
4
6
8
10
12
14
16
Interpretation: From the given image, it can be concluded that more than 50%
respondents said that they are satisfy the products and quality offer by B&S firm.
Q2) What is the major area entity require to
introduce some changes?
Frequency
Price of its products 10
Quality of goods 10
6

Price of its products Quality of goods
0
2
4
6
8
10
12
Interpretation: Give picture is indicating that 10 respondents said that price of products
is the area in which entity require to do some modifications. While other 10 individuals
concluded that quality of goods require to be modify by entity.
Q3) Does marketing activities of firm are
effective?
Frequency
Yes 12
No 8
Yes No
0
2
4
6
8
10
12
14
7

Interpretation: Above image is indicating that 12 individuals said that marketing
activities carry out by firm are effective while rest concluded that marketing activities of
company are not effective.
Q4) Does products offer by firm are effective
to satisfy needs of consumers?
Frequency
Yes 11
No 9
Yes No
0
2
4
6
8
10
12
Interpretation: Above given picture is indicating that 11 respondents said that products
manufacture and offer by firm are able to fulfil the requirements of its customers. Rest 9 give
their views in the favour that products of firm are not effective to satisfy their needs.
CONCLUSION
From the above given project report, it can be concluded that it is very important for a
business organisation to execute all marketing activities in effective manner. For attain its sales
and marketing objective, it is very essential for a business enterprise to formulate an effective
strategy related with product, price and distribution and for this company can utilise the
principles of marketing. Concept of e-marketing can be use by business firms to market its
product in market and to generate more profits.
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REFERENCES
Books and Journals
Armstrong, G. and et. al., 2014. Principles of marketing. Pearson Australia.
Gordon, R., 2012. Re-thinking and re-tooling the social marketing mix. Australasian Marketing
Journal (AMJ). 20(2). pp.122-126.
Gordon, R., 2013. Unlocking the potential of upstream social marketing. European Journal of
Marketing. 47(9). pp.1525-1547.
Graber, L.W. and et. al., 2016.Orthodontics-E-Book: Current Principles and Techniques.
Elsevier Health Sciences.
Lees-Marshment, J., 2014. Political marketing: Principles and applications. Routledge.
Lefebvre, R.C., 2012. Transformative social marketing: co-creating the social marketing
discipline and brand. Journal of Social Marketing. 2(2). pp.118-129.
Provost, F. and Fawcett, T., 2013. Data science and its relationship to big data and data-driven
decision making. Big data. 1(1). pp.51-59.
Spotswood, F. and et. al., 2012. Some reasonable but uncomfortable questions about social
marketing. Journal of Social Marketing. 2(3). pp.163-175.
Taylor, C.R. and et. al., 2013. Techniques of immunohistochemistry: principles, pitfalls, and
standardization. Diagnostic immunohistochemistry. 2. pp.1-42.
Xie, Y.M. and Tian, F., 2013. Regulations and guidelines should be strengthened urgently for re-
evaluation on post-marketing medicines in China. Chinese journal of integrative
medicine. 19(7). pp.483-487.
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