Marketing Principles and Techniques Analysis: Ava Herbal Products

This report examines the core concepts of marketing, emphasizing their application in small businesses, using Ava as an example. It delves into market segmentation strategies, the marketing mix (product, price, place, promotion), and the aims and methods of market research, including primary and secondary research, along with various market analysis tools like regression analysis, factor analysis, and cluster analysis. The report further explores e-marketing methods, such as social media marketing, email marketing, and search engine marketing, and provides insights into managing a company's online image. Additionally, it discusses techniques for target market analysis, including understanding customer preferences, competitor analysis, and past and future trends. The report concludes with a discussion on interpreting market research findings and presenting them to a marketing team.

Marketing Principles and Techniques

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Concept of Marketing and diverse activities in the marketing departments ........................1
1.2 Market segmentation as a tool to identify customers ...........................................................1
1.3 Marketing Mix .....................................................................................................................2
TASK 2 ...........................................................................................................................................2
2.1 Aims of research and market analysis ..................................................................................2
2.2 Market Research methods ....................................................................................................3
2.3 Market analysis tools and techniques ...................................................................................3
TASK 3 ...........................................................................................................................................4
4.1 Methods used to E-Marketing product and services ...........................................................4
4.2 Manage online image by company.......................................................................................4
TASK 4 ...........................................................................................................................................5
3.1 Market analysis techniques to target market ........................................................................5
3.2 Interpret the findings of market research and market analysis.............................................5
3.3 Present the findings to marketing team.................................................................................6
CONCLUSION ...............................................................................................................................6
REFERENCES ...............................................................................................................................1

INTRODUCTION
In the small businesses, it is to difficult for decision making of developing the market
share and also difficult to understand the concept of marketing. Marketing is the concept of
buying and selling of goods and services. In this report, it will explaining the concept of
marketing and describing that diverse activities in the marketing department. It will explaining
the market segmentation and marketing mix in the small businesses. It will also explaining the
aims of marketing research, market analysis and methods, techniques of market analysis. It will
explaining the E- market methods and managing the online image by the companies. Ava is the
company which is selling the herbals products (Babin and Zikmund,2015).
TASK 1
1.1 Concept of Marketing and diverse activities in the marketing departments
The concept of marketing is to identifying the customers needs and wants. It is the
concept of buying and selling of goods and services for customers satisfaction. It is the concept
of targeting customers for achieving the organizational goals. In the market, there are many
customers and they are different cultures, needs, wants ad values, so that divers marketing is t
helping to identifying the customer needs and wants. There are many activities are running in the
marketing department in the businesses. Such as
Product development: Marketing department is to helping to creating the products for
customer needs and wants and improving the better values. In the small businesses, it is to
difficult for that how will developing their products in the market.
Market Research: In the marketing department, it is the main function and
responsibilities to identifying the customers needs, wants, pricing, competitors pricing, number
of suppliers and number of buyers. It is to helping of identifying the strengths and weakness of
competitors (Baker, 2016).
1.2 Market segmentation as a tool to identify customers
Market segmentation is to helping for targeting customers according to different
categories. Such as genders, age, family size, income , occupations, values, attitudes etc. It is to
using the as a tools for identifying the customers. There are many marketing tools for
segmentation for targeting customers.
Segmentation Trees: It is the marketing tool of segmentation. This tree similarly to
family tree. In the tree, start with the products and services and after that divided into different
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branches. After that divided into different peoples such as office workers etc. Next break down
the groups to show of importance such as taste and cost. The end of tree is to evaluating the
marketing opportunities (Berg,Lune and Lune, 2004).
Lifestyles Segmentation: This tool is to helping for providing the information related to
the customers lifestyle and preferences. Life styles of consumers are including in psychographic
segment of marketing.
Customer Relationship Management: This is a tools to making the relationship with
the customers and to managing it. It is to helping for identifying the potential of the customers.
1.3 Marketing Mix
It refers to 4p's are include products, price, place and promotions in marketing strategy.
Through 4p's, making the decision for targeting customers, marketing planning and management.
Place: In the marketing mix, place refers to the selling of goods and services are
providing in the different places using the distribution channels such as physical stores, online or
both. Therefore this is also difficult decision making for marketing department.
(Source: Marketing Mix, 2016)
Products: In the marketing mix, products refers to satisfied with the customers needs and
wants. It includes quality, quantity, price and other features. Ava is the company who is to
selling the herbals products. So that the company is to making ensuring products features such as
price, quality and quantity.
Promotion: It includes sales promotion, personal selling and advertising. The company
is to making the decision that how to promote their products in the market for attracting the
customers.
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Illustration 1: Marketing Mix

Prices: The price of products is to difficult decision making by the company. They are
ensuring that the price of product which is to fulfilment of customers needs and wants. There
fore, the company is to deciding the prices for satisfaction of the customers (Bryman and
Bell,2015).
TASK 2
2.1 Aims of research and market analysis
Marketing research is to identifying the customers needs, wants and expectation. It is the
system of collecting and analysing the information relating problems of goods and services
(Sekaran and Bougie,2016).
Proper Planning: The market research is to providing on the basis of the policies,
procedures, plans and programmes of the marketing and sales forecasting. The market research is
to formulating the polices and procedures of marketing information. It is to evaluating and
measuring of sales promotion and improvement.
Determine Price Policy: The aim of market research is to determines the pricing policy
and strategies of goods and services in the market. It is to helping of the research related to the
pricing of goods and services (Shank and Lyberger, 2014).
Reducing the Costs: The objectives of market research and analysis is to reducing the
costs. Marketing costs includes selling, advertising and distribution etc. So that the company
should be decided price of products to fulfilment of customers needs and wants.
Market Competition: The objectives of market research is to knowing about the
competition in the market. After research of the competitions, company is to moving on their
further planning. The company may needs to reliable information about the competitors.
2.2 Market Research methods
There are various methods of market research such as primary research, secondary
research, qualitative and quantitative.
Primary Research: It includes interviews, surveys, focus group and observation. These
are helping for identifying the customers needs and wants. The interviews using for targeting
customers. By the focus group, it is to helping for identifying products, its development and
preferences and feedback. For the primary research, conducting through surveys and
questionnaires.
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Secondary Research: This research is to helping for focusing on data or information
collected by the people. By the newspapers, journals, magazines, articles and internet, collecting
the information and data related to the marketing. For examples, inventory records, profit and
loss statement, these are internal sources and internet, government sources and colleges files,
these all are external sources (Tuten and Solomon, 2017).
Above discussed methods are used to collect data from consumers, but analysing of this
data can be done with the help of below mentioned methods-
Quantitative Research: This research is based on the statistical data not the feeling and
opinions of the customers. The example of quantitative research includes surveys, questionnaires
etc. It is also includes interviews and focus group.
Qualitative Research: In this research methods which are mainly taking the opinions
and feeling of customers about the products and services. In this type of research, numbers of
respondents are small. Hence it is easy to interpretate and make changes which are important and
relevant for market.
2.3 Market analysis tools and techniques
For analysing and research the market, the company is using the different tools and
techniques for targeting customers and identifying the needs and wants.
Regression Analysis: This technique using for predict the relationship between the two
variables related to the marketing. For example, advertising and sales variables relationship. The
main goal of regression analysis is to control the between two variables of market like shares,
sales and brands.
Factor Analysis: This tools or techniques are using of decline for the large variables. It is
to changing the one variables or factors to another factors or variables related to the marketing.
For example the company changes the prices of products to see that the changes of sales of that
products.
Cluster Analysis: It is to using for marketing segmentation. It is to using for classifying
the different types of objects into the groups. It is to analysing data that has been classified on
difference and similarities. For examples, creating the marketing strategies using by the company
(Yoo, Donthu and Lee, 2000).
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TASK 3
4.1 Methods used to E-Marketing product and services
E- Marketing is the process of planning and execution of products, prices and promotion
concept with networked environment for sanctification of the customers demand. In the small
businesses, they are offering to the e marketing and online shopping, therefore the customers are
getting the information from the company website.
Social Media Marketing: It is the methods of marketing through social media. The
company is to providing information through Facebook, Twitter etc. Because every person is
using of the social media. So that it is useful to company for increasing sales (Zikmund and
et.al.,2013).
E- Mail Marketing: It is the methods of marketing through email. The company is to
giving the advertising and information and targeting the customers on the Emails. Through email
marketing, they are identifying the rights categories for returns on investment.
Search Engine Marketing: For marketing, company is to creating a websites for
promoting their products. It can be done using techniques and paid of advertisement. It is the
another methods of marketing of products and services.
4.2 Manage online image by company
The company is to providing products and services on online. So that they are adopting
the steps while managing the online image of company.
Company Name: First, in the websites, mentioned the company name, using the tag like
HTML and URL if the possible, describe the company such as about us or contact us.
Checking up websites daily: For managing the online image, company should be
checked their websites day to day. In the web site, company should be looking for the articles ,
reviews and comments about the company on the first two pages in the google search results
(Zammuto, 2018).
Negative Reviews: On the website, the company is not avoiding negative reviews and
comments. The company should be responded of negative comments, because customers
satisfaction is the important for company.
Positive Reviews: The company is to trying that responding of positive reviews are
giving on timely manner. The company should be replied for the clients and asking him or her
for happy of positive reviews.
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TASK 4
3.1 Market analysis techniques to target market
Target market is to useful for identifying the customers needs and wants. So that by using
the techniques of market analysis, it is to helpful to target the market.
Customers Preferences: In the customer preferences includes like and dislike about the
products and services. For identifying the customers preferences, first the finding out the needs
of customers, creating the potential for clients or customers and taking up product and services
out to customers and ask them to about the products and services before going in market.
Competitors Analysis: For target market, it is important of identifying the competitors
products and pricing. For the competitors analysis, it is to identifying the advantages of
competitors.
Past and future Trends: For target market, it is important to monitor the trends which
may affected target market using the resources. There are many resources which are using to
identifying the market trends by the websites for allowing of setting up the alerts of interest and
monitor any activity (Zikmund and et.al.,2013). With analyse past trends, it is easy to plan
futuristic activities. Benchmarks are set for sales personnel through which it is easy to maintain
sales and profits of association.
3.2 Interpret the findings of market research and market analysis
After market research and analysis, it is important is to concluding the findings of market
research and analysis.
Share the findings: Firstly, all the findings are sharing in all part of the business. By
sharing findings is to achieving the goals and earning the profits for adopting the business
process.
Adopting the sales approach: By using the findings, it is to informing and adopting the
approaches related to the sales. It is to helping for identifying the customers needs and
requirement of information (Yoo, Donthu and Lee,2000).
Marketing Strategies: Through findings, it is useful for information related to marketing
strategies. It is to helping for providing the correct information in the right time. Findings of
market research is to helping for describing the marketing strategies.
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Products development: For small businesses, findings are useful for the products
development. By the generating the new ideas for profits or changing the direction of product
development.
3.3 Present the findings to marketing team
Through the finding, it is to helping for identifying the customers needs and wants. After
the findings, company is to presenting in marketing team. For presenting the findings, marketing
team will applying on the marketing strategies of developing the small businesses and earning
the profits. From the above discussion it is clear that marketing activities of Ava is not properly
panned. There is less interference of workers in decision making. There is no proper
communication channel used by marketing department of Ava.
CONCLUSION
In this report, it can be concluded that concept of marketing and diverse activities in the
marketing department. It can be also concluded that market segmentation as a tools to identifying
the customers. It can be concluded that various methods of market research and analysis,
managing the online image by the company and methods of E marketing methods. These days
trends for marketing department is increasing which affects sales in positive manner. As
interpretation, sharing information with concern department, policies for improving sales,
planning marketing strategies, etc. are performed.
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REFERENCES
Books and Journals
Babin, B. J. and Zikmund, W. G., 2015. Exploring marketing research. Cengage Learning.
Baker, M. J., 2016. What is marketing?. In The Marketing Book(pp. 25-42). Routledge.
Berg, B. L., Lune, H. and Lune, H., 2004. Qualitative research methods for the social
sciences (Vol. 5). Boston, MA: Pearson.
Bryman, A. and Bell, E., 2015. Business research methods. Oxford University Press, USA.
Hair Jr, J. F., Wolfinbarger, M., Money, A.H., Samouel, P. and Page, M.J., 2015. Essentials of
business research methods. Routledge.
Kumar, V. and Reinartz, W., 2018. Customer relationship management: Concept, strategy, and
tools. Springer.
Lovelock, C. and Patterson, P., 2015. Services marketing. Pearson Australia.
Sekaran, U. and Bougie, R., 2016. Research methods for business: A skill building approach.
John Wiley & Sons.
Shank, M. D. and Lyberger, M. R., 2014. Sports marketing: A strategic perspective. Routledge.
Taylor, S. J., Bogdan, R. and DeVault, M., 2015. Introduction to qualitative research methods: A
guidebook and resource. John Wiley & Sons.
Tuten, T. L. and Solomon, M. R., 2017. Social media marketing. Sage.
Van Waterschoot, W. and Van den Bulte, C., 1992. The 4P classification of the marketing mix
revisited. The Journal of Marketing, pp.83-93.
Yoo, B., Donthu, N. and Lee, S., 2000. An examination of selected marketing mix elements and
brand equity. Journal of the academy of marketing science. 28(2). pp.195-211.
Zikmund, W. G. and et.al.,2013. Business research methods. Cengage Learning.
Online
Zammuto M., 2018. How to mange the online image.,[Online]. Available through. :
<https://articles.bplans.com/how-to-manage-your-online-reputation/>