Marketing Principles and Practices Report: Biscuiteers Case Study

This report provides a comprehensive analysis of marketing principles and practices, using the Biscuiteers company, a UK-based iced biscuit manufacturer, as a case study. The report begins with an introduction to marketing functions, including market research, product development, promotion, and new product development. It then delves into market segmentation, exploring geographical, demographic, and behavioral segmentation strategies relevant to Biscuiteers. The marketing mix (product, price, place, promotion, process, people, and physical evidence) is examined in detail, providing insights into how Biscuiteers can effectively promote its products. The report further investigates market research methods, including primary and secondary research techniques, such as surveys and questionnaires, and market analysis tools like SWOT and cluster analysis. E-marketing methods, including blogging and email marketing, are discussed, along with strategies for managing a business unit's online image. Finally, the report presents a market analysis, interprets findings, and presents these findings, concluding with recommendations for Biscuiteers to enhance its market presence and profitability.

Marketing and principles

Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
1.1 Description of marketing function....................................................................................3
1.2 Marketing segmentation...................................................................................................3
1.3 Marketing mix..................................................................................................................4
TASK 2............................................................................................................................................5
2.1 Aim of research................................................................................................................5
2.2 Market research methods..................................................................................................5
2.3 Market analysis tool & techniques...................................................................................7
TASK 3............................................................................................................................................8
4.1 E-marketing methods........................................................................................................8
4.2 How business unit manage online image.........................................................................8
TASK 4............................................................................................................................................9
3.1 Market analysis.................................................................................................................9
3.2 Interpretation of finding...................................................................................................9
3.3 Presentation of findings..................................................................................................13
CONCLUSION..............................................................................................................................13
REFERENCE.................................................................................................................................15

INTRODUCTION
Marketing tends to an activity which is undertake by the entities of companies in order to
promote about product/ services within market. Aim of marketing is to develop positive
perception about offering, it is important to manage same effectively(Palmatier and Sridhar,
2017). The present reports based on Biscuiteer, in order to understand the principles & practices
of marketing. This company operates by a small family in London, UK and deal with Iced
biscuits. Now they wish to enhance their presence in market to increase the profitability by the
end of one year. Further, it includes discussion about marketing function, segmentation &
marketing mix. Additionally, marketing research techniques & methods. Lastly, analysis of
internal and external market with E-marketing.
TASK 1
1.1 Description of marketing function
Within a company, marketing refers to an effective company which carries out communication
between consumers and marketers. In which there are number of marketing function which is
performed by marketing department of company. Some of these are as follow:
Marketing research: It is considered as the most effective roles that is performed by marketing
in order to determine the needs and demands of consumers (Rundle-Thiele and et.al., 2019). It
permits company to manufacture product accordingly and that fulfil the gap of market and
consumer’s needs.
Product development: It is another activity that is performed by the marketing department. It
allows gaining insights on preferences &trends of market. Further it helps firm to manufacture
that product which is generally accepted by users.
Promotion: To create brand awareness, companies use various modes of marketing. So that
users will get familiar with offerings and will able to consume desire services.
Analysis of target market: This function helps entities to identify potential consumer within
marketplace. So that companies will able to channelized their strategies accordingly and get
maximum returns.
New product development: this is also associated function of Marketing department in which
there is market research, monitoring of competition and forecasting activities that are performed
by product managers.

Corporate branding: It associated with the functions of product labelling and developing of logo
design. In this process there is corporate branding of various manual guidelines in order to build
up a specific product brand.
Internal marketing: in this function there is re seller support that is focused on company intranet
maintenance. Marketing department is working towards crisis management for drawing a
procedure and development of internal newsletter to support the function of marketing activities
internally.
1.2 Marketing segmentation
Market segmentation refers to a framework in which the entire market is segmented into sub
market based on some characteristics so that market will able to reach out their all potential
consumers. For which, there is requirements of market analysis and in context of chosen firm it
is described below:
Geographical: Based on this characteristic market is divided according to the location or
area (Amin, 2021). For selected firm, urban area’s consumers of UK are those which would
become easy to reach out for their iced biscuits.
Demographical: According to this characteristic, market is divided according to age
group, occupations, income and some other factor. With relevance to biscuiteers, their target
consumers will be general users of UK with 13-65 years age group people and who have income
level more than £1,000. This is because it permits firm to narrow down market and concentrate
their offerings on such consumers.
Behavioural: In such segment market is distributed according to attitude & behaviour of
consumers. In context of chosen firm, they segment those consumers who are habitual of eating
biscuits of different varieties such as iced biscuit.
1.3 Marketing mix
Marketing mix comprises all such elements which help companies to effectively create
awareness about product. Elements of marketing mix with relevance to biscuiteers are as follow:
Product: To grab consumers towards offering, it is vital for firm to opt any specific
product strategy and with relevance to chosen firm, product differentiation would be best for
providing different biscuits to their consumers (Gilligan and Lowe, 2018).

Price: It is considered as the most effective factor as company is highly depends on this.
For iced biscuits, the pricing penetration is best strategy for offering at affordable and lower
price.
Place: This tends to areas where offering are available for consumers. With relevance to
biscuiteers, both online and offline availability are required to accomplish their organisational
goal.
Promotion: To attain this, company need to invest on both traditional and digital mode of
promotion which includes PPC, personal selling etc.
Process: this is related with the overall process of supply chain on manufacturing in which
product is made up and is finally reach to the consumer. In Biscuiteers it was co founded by
Harriet hastags and the brand is based on creating their own eCommerce positioning. They are
having a single process of manufacturing and for the retailing products through their own
website.
People: It includes all the associated stakeholders to a brand that is helping them in
maximizing their revenue. In Biscuiteers the brand is one of the fastest growing companies
because of satisfaction level and support customers have provided to this brand.
Physical evidence: This aspect of marketing mix is associated with the packaging and
branding aspect of a particular brand. Biscuiteers is a baking brand that is offering the most
creative packaging as per the claims made by the brand in all their advertisements.
TASK 2
2.1 Aim of research
Research title:
“To determine more about target consumers along with market condition for iced biscuit,
a case study of Biscuiteers”
Aim
“To study about target consumers with prevailing market condition for iced biscuits”
Research objective

 To increase knowledge about preferences of users
 To study market condition within target market.
Literature review
As per viewpoint of Chaffey and Smith (2017), over all other snacks available within
market of UK consumers prefer biscuits. Further, it has been found that more than 100 packets of
biscuits are consumer by the local peoples of UK each year. So there is high preferences rate
towards this. Moreover, this also supports historical culture because these are initially made by
sailors within UK nation. Therefore, there are high chances of inclination on consumers towards
iced biscuits.
According to view point of Nanda and Khandelwal (2018), the market condition of UK
within bakery industry is too much favourable. There is predictable growth about 9 % within
marketplace of nation. Hence companies need to change their current strategies and opt some
new technologies to grasp more consumers.
Further, it could be interpreted; biscuiteers need to concentrate towards development of
iced biscuit which are made up of sugar & chemical free. Also, it is preferred by more consumers
within UK marketplace.
Aims and objectives are related with enhancing the knowledge about the user preferences.
This aspect is also related with analysing the overall market conditions in the target market.
Further there can be focus on analysing the various functions that can be performed by the
marketing department with respect to the future predictable growth.
2.2 Market research methods
There are so many method of research that is used by researcher. Few of our as follow:
Primary research: This is initial and foremost method of research, in which researcher
carry out it for first time by using various methods. These are as follow:
Survey: In this question are asked by the users or other individual to gain knowledge or
point of view. This is undertaken for gaining huge knowledge on researcher topic.
Questionnaires: In this question are asked to responders, in which it includes open and
closed ended question related to the research topic (Porral and Stanton, 2017). Purpose of using
such technique is to get instant answer.

Secondary research: Such types of research are carried out with the help of already
researched resources such as newspaper, websites, journals etc. Some of are as follows:
Internet: It is considered as one of the most common method of secondary research
methods that is used by the researcher. By surfing websites, social media and other archives
available on net.
Public libraries: In this researcher approaches number of sources such as books, journals,
newspaper in order to gather information related to research topic.
Focus group analysis: It is effective method of capturing interpretations, knowledge and
opinion of multiple individual at a time period. Focus group data analysis offers a wide range of
information that can be analysed as per specific researcher post questions. In Biscuiteers this
technique will help marketers to use the collected information by obtaining insights on specific
products or services.
Observation: It a way of collecting data by watching events, behaviour and noting various
physical characteristics and the process of natural setting. Marketers in Biscuiteers can use this
method for the purpose of collecting data. The benefit of this method is that people are likely to
be a naturally as they don't know they are being observed.
All these consume lots of time but gives relevant information. So it is considered as the
most commonly used methods (Moore, 2021). With relevance to chosen firm, they carries out
questionnaires’’ to gather information about market trends and consumer’s preferences. Some of
sample question are as follow:
QUESTIONNAIRE
1) Do you known about
BiscuiteersCompany?
Frequency
YES 5
NO 3
MAYBE 2
2. Do you ever tasted Iced biscuits Frequency

offered by Biscuiteers?
YES 3
NO 4
MAYBE 3
3. Do you prefer more healthy and
nutrient biscuits available to you within
city?
Frequency
YES 7
NO 3
4) According to your viewpoint, what is
the best approach to reach outtarget
consumers?
Frequency
SOCIAL MEDIA 4
NEWSPAPERS 3
E-MAIL 3
5) Suggest some further recommendations for Biscuiteers?
2.3 Market analysis tool &techniques
It is vital for firm to analyse market so that they will able to increase the scope of gaining
success in implementation of strategies according to the condition of market. Below is SWOT
analysis, with relevance to Biscuiteers as strength & opportunities help entities to overcome
threat and weakness of company.

Cluster analysis: cluster analysis is a statistical tool that can be used to classify different
objects into clusters. Biscuiteers can use this market analysis method for the purpose of
analysing data which is categorised based on differences and similarities. When an organisation
finds out about the customer fit in the group they are able to create successful market strategies.
Factor analysis: It is a well-known statistical technique that can be used for the purpose of
analysing large number of variables in a common group that is called factor. Factor analysis is a
exploratory analysis that group similar variables in dimensions. Marketing factor analysis can be
used by Biscuiteers as per changing of one marketing variable to see whether it can change the
other variable outcome. This technique can be used for test marketing variable as per the focus
groups and survey method.
TASK 3
4.1 E-marketing methods
E-marketing tends to an activity of marketing which is carried out with the help of internet.
In era of digital world, such kind of marketing permits company to grasp more consumers
throughout the world. It consists number of methods and some of are discussed below with
relevance to biscuiteers:
Blogging: It tends to writing and publishing the context related to offerings. This s an
interactive activity that could be inform individual about products by blogging of iced biscuits.
E-mail: This is one of the most standard modes of E-marketing. In which firm email their
potential consumers for marketing their brand. This permits Biscuiteers to promote about their
offering with such mode of E-marketing (Pride and et.al., 2017).
Search engine optimisation: This process of marketing is related with search engine and
there are requirements of websites in this. Which is perfectly opt by selected firm to enhance
awareness about their products.
Viral marketing: It is a sales technique that involves word-of-mouth information about a
product or service that can spread at an ever-increasing. With the advent of internet social media
has helped in many viral messages in forms of forward, share, likes and mails that are helping
online business to grow at a fast pace.

Content marketing: It a technique of distributing and creating valuable and relevant
content for attracting a clearly defined audience. This aspect is associated with the objective of
driving a profitable customer action by using content as a tool.
4.2 How business unit manage online image
For those companies who are struggling more towards promoting the offering, it become
important to manage and handle online image within market. There are various ways by which
they can manage that and some are as follow with relevance to chosen company:
Enhanced social channels: Marketing condition exists in nation is linked with the
projection of social media. For example, marks and Spencer focus to offer clothing by relying on
every social media mode as it allows them to reach out more consumers.
Monitoring: Another mode is monitoring the presences of social media and other platform
of marketing for managing online presence. For instance Tesco, carried out this strategies in
order to known the product is well known or not to consumers.
Corporate culture: organisations are focusing on creating a corporate culture. For this
organisation is willing to develop positive work experience for employees through their own
social media channels.
Through leadership: There can be focus on creation of educational content through industry
research analysis. This technique helps in creating a positive brand experience because there can
be educating of audiences rather than just soliciting them.
Website appearance: website is the first impression for the potential customer.
Biscuiteers is a brand that is selling the opportunity in food gifting and develops the idea of iced
biscuits
This brand can focus on creating a very attractive appealing for the brand in order to attract the
target segment of customers by organising biscuit exhibitions and displaying 3D biscuit
structures across their websites.

TASK 4
3.1 Market analysis
To increase the opportunity of marketing companies need to carryout market analysis with
the help of any market analysis tool. In context of chosen firm, PESTLE analysis is carried out
so that effective marketing strategies could be formulated according to the external factors:
Political: Political scenario of UK is quite unstabledue to Brexit and this acts as threat for
chosen company. To combat with this factor, company need to be flexible with this factor.
Economical: Economic condition of UK after Brexit and Covid get decline and there is
increment in inflation. Nevertheless, to increase sales of iced biscuits, company can take
advantage of unemployment by giving opportunity to talented individuals for removing
unemployment.
Social: It has been often seen that this is the favourable factor as consumers are most likely
to prefer healthy and nutrient biscuits which are made up of sugar & chemical free. Therefore, it
justifies that peoples who fall in 13 to 65 age group is more preferable at most (Lee and Kotler,
2019).
Technological: Advancement in technology become one of the most critical factor that
need to be considered by entities before expanding or operating business smoothly. As
automation and artificial intelligences are there for companies to full fill the demands of
consumers.
Legal: laws and legal within UK market are found as unstable. However, domestically,
company make sure effective trade ties with suppliers in order to acquire deal on raw material.
Companies need to invest more on their offering which is their prime concern.
Environmental: There is high concern related with the environment. So, environmental act
1995 and other legislations attract company to perform effectively by addressing environment.
Hence, corporation need to operate their function by minting the sustainability of environment.
Swot analysis:
Strength Weakness
Favourable organisational structure is the
biggest strength of Biscusiteers enterprise.
Inappropriate marketing strategies related with
iced biscuit are weakness of selected corporate.
Opportunity Threat
Diversification is the best opportunity for Biggest threat of Biscuiteers is competition

chosen firm as they are offering such product
which is made up of sugar and chemical free.
offered by rivalries of market such as Yildiz
holdings, which have good market share in
cookies and other baked goods (Lee and
Kotler, 2019).
3.2 Interpretation of finding
1) Do you known about Biscuiteers
Company?
Frequency
YES 5
NO 3
MAYBE 2
YES NO MAYBE
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
5
3
2 Frequency
Interpretration: there are five individual who are awar about company and their offering and on
the other hand 3 individual havenot yet aware about this company. So from this it can be said
that compny need to increse its presence within UK market.
2. Do you ever tasted Iced biscuits
offered by Biscuiteers?
Frequency
YES 3
NO 4
MAYBE 3

YES NO MAYBE
0
0.5
1
1.5
2
2.5
3
3.5
4
3
4
3
Frequency
Interpretation- There are four individual who havenot yet tasted the biscuits that is offered by
Bicuiteers company where as 3 who tasted and 3 who are not awar about that. So majority of
respodents havenot aware about offering of Biscuiteers so from this it has been analysed that
their marketing strategies is not good.
3. Do you prefer more healthy and
nutrient biscuits available to you within
city?
Frequency
YES 7
NO 3

YES NO
0
1
2
3
4
5
6
7
7
3 Frequency
Interpretation- From above chart it has been analysed that there are 7 individual out of 7 who
would like to consume healthy and nutrient bicuits which are madeup of sugeer &chemical free.
So the majority is in favour of company.
4) According to your viewpoint, what is
the best approach to reach out target
consumers?
Frequency
SOCIAL MEDIA 4
NEWSPAPERS 3
E-MAIL 3

SOCIAL MEDIA NEWSPAPERS E-MAIL
0
0.5
1
1.5
2
2.5
3
3.5
4
Frequency
Interpretation- Accoring to the above chart it has been found that there are 4 individual who like
social media mode to reachout the consumers and for E-mail markting & newspaper 3
individual. Therefore, it could be said that social media is the most prefereable tool of marketing.
3.3 Presentation of findings
It has been analysed that it become crucial for the Biscuiteers that to present themselves
effectively for carrying out strong communication. With relevance to this some of
recommendation is as follow:
Company need to concentrate on making strong presence at marketplace for achieving
success in new offerings.
For increasing presence at marketplace, company need to focus on online made of marketing
and formulate some strong marketing strategies to grasp more consumers. With the help of social
media mode such as Facebook, Instagram etc. they can effectively reach out their potential
consumers.
For creating awareness about new offering, distribution channel is also need to be strongc.
Success at new offerings can be achieved by focusing on using a strong marketing presence.
Brands like Biscuiteers have to enhance their presence across social media platforms by
throwing up on LinkedIn page and Facebook platforms. There has to be interaction between the
target segments of customers by populating the social media presence regularly. Timely response
to customer feedback can help in building a trusted community that is very important for
aligning with the business objectives.

CONCLUSION
From above discussed report it has been analysed that marketing principles & techniques are
vital for company to create awareness about offerings within market. Moreover, it is important to
known the roles of marketing function and important of market segmentation for determining the
target market. Further, a company need to undertake marketing mix for developing strategies of
marketing. Also, marketing research assists entities to known about trends and preferences of
consumers along with prevailing market condition. At the end, companies are opting E-
marketing for gaining competitive advantages and manage their online presence in order to stay
competitive within marketplace.

REFERENCE
Books & Journal
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Publications.
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