Marketing Principles and Techniques Report - Cosmetic Industry

This report delves into the core principles and techniques of marketing, specifically within the context of the cosmetic industry. It begins by defining marketing and its various activities, emphasizing the importance of understanding market segmentation and applying the marketing mix to cos...Read More

Marketing Principles
and Techniques

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1 ...........................................................................................................................................1
What is marketing...................................................................................................................1
1.2 Market Segments- ............................................................................................................2
Marketing Mix........................................................................................................................2
TASK 2............................................................................................................................................3
Aims of research and market analysis-...................................................................................3
Market analysis aims.............................................................................................................4
Market research methods........................................................................................................4
Outline market analysis tools and techniques........................................................................5
TASK 3............................................................................................................................................5
E-market methods-.................................................................................................................5
Company's online image- ......................................................................................................6
TASK 4............................................................................................................................................6
1. Market analyse techniques.................................................................................................6
2. Interprets finding of market research.................................................................................7
CONCLUSION ..............................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing is a function for sales the products for profit or non profit purpose. To earn
more profit and build a strong market image organization has its own market techniques and
policies. Cosmetic business has different marketing way to promote products (Shaw,2016).
Firstly the report will discuss diverse marketing activities. Explanation of market segmentation
and apply the marketing mix in cosmetic products. After this describe the aims of research,
research methods and market tool with the help of SWOT. Evaluate the e-marketing method to
create online company's image. And in the last research the target market with the help of market
techniques, interpret market analysis present all research to the marketing team.
TASK 1
What is marketing
Marketing is a medium to build relation between marketers and customers. It includes
sales, promotion of products and services. Action of paper strategy called Marketing (Serrat,
2017). Usually marketing purpose is search new customers, maintain existing customers and
satisfy them. Diverse activities in marketing department in beauty.
 Strategy- Set such strategy which easy to ache vice overall business objectives. Choose
different marketing channel of selling like online marketing.
 Market research- Market research helps the identify business opportunities and target
customers. Boutique has to search a market where it has huge numbers of stitching
wearing customers.
 Product Development- To develop new product and improve existing product according
to market demand. Launch new designs according to customers taste, sings of product
development in Boutique.
In small cosmetic product business promotional business activities-
 Packaging- Place the product in attractive packages, product can attract more customers
(Lees-Marshment, 2014).
 Canopy- Arrange canopy at different places to provide product information.
 Expos-To expos the product marketing activities around the target customers.
Marketing function
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There are some functions of marketing followed by manager to achieve objectives which
are discussed as under-
Conducting Market Research- Firstly marketing research has to be done. In this step
what is demand of people must be analysed. This helps to perform other functions of marketing
accordingly.
Product development- After conducting research, product and services are planned. This
is done according to demand of consumers which are analysed in earlier stage.
Analysing Target Market- After product development, targeted consumers are analysed.
For instance in case of cosmetic majorly targeted consumers are women.
Promotions- At last, promotion of product and services is done. There is competition, so
different promotional tools are used such as discount, buy 1 get 1 free, etc.
1.2 Market Segments-
Market segments means a bunch of people who has common choice for the product. It is
known as a homogeneous market. Customers can be come from different background,
individuals etc. Types of segments to identify customers-
Geographic Segmentation-This divides the market according to geography. In this
segment people comes from different regions with having different taste. E.g. cheap beauty
products provide in the rural area to earn profit.
Demographic segmentation- In this segmentation customers divide basis of their age,
gender, occupation, income, country etc. Less expensive beauty products for middle class and
costly for high class customers (Nowak and Butler, 2015).
Behaviour Segmentation-In this segment customers divided according to their choice,
knowledge about the product, what kind of customers they are(existing customers, first time
customers) etc. Beauty products according to users skin or age.
Psycho graphic Sedimentation- Market divides according to users lifestyle, habits,
attitude etc. A high profile user prefer luxury lifestyle instead of a middle class user prefer a
normal lifestyle. For the maintaining high lifestyle high range beauty products also available in
the market.
Marketing Mix
It is a bundle of those factors which manage by a company to attract consumers to buy its
products and services. Elements of Marketing Mix-
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(Source: Marketing mix, 2017)
 Product- It is an item(products and services) which made and launched to satisfy needs
and demand of users. E.g. Fineness cream is a product who fulfill the needs of different
age group people.
 Price- It is a more important element of marketing mix. Price of a product is the amount
that a users pays for to use it. E.g. Price of a beauty cream decides according to users
class (Hinkel and et.al., 2015).
 Place- Which market is best for which product where potential users easily reach to the
product. For cosmetic product small scale market is good to cover the more users.
 Promotion- It is a per-launching activities of product to aware the users about the
products and services. E.g. Provide the awareness about the cosmetics products
advertising, online marketing, stall at malls etc. are the promotional activities.
TASK 2
Aims of research and market analysis-
Marketing research is the process to know customers response towards the products and
services.
Planning- Framing all marketing strategy, policies, promotional programs. In market research,
planning is one of the important aspect because this helps to plan what has to be done in order to
achiever goals and objectives.
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Illustration 1: Marketing Mix

Reduce Marketing Costs-Reduce the cost of marketing activities like sale, advertisement etc.
marketing research provides path. In marketing, there are different factors which has to be
considered by managers of association. Hence it is responsibility of manager to reduce it. It must
be less than sales of organization to attain good profits and revenues.
New market for existing product- Expansion of market for the existing products and services
can be easy with help of market research. Business can be expanded with marketing existing
product among new consumers . This assist in making good consumer base and hence good
revenues can be attained.
Price Policy- Framing price policy according to different market segmentation for the existing
product. Price is one of the major aspect which is considered by consumers these days because
they want full return of their money invested. There is competition in industry so manager has to
make strategies for minimizing prices of product and services.
Market analysis aims
Initial market system- Up to date data is required because market may change dramatically.
Frame the market system- To know how and why market system change, frame the market
system. It is important because market impact the taste of users (Shaw,2016).
Stage of system-level- Know the where is the system exist. Planning for make the system more
strong to earn more market value.
Fix the priorities of constraints- Aim to have assumption of market roots, the strongest market
point and opportunities of competitors and how to beat their market value.
Market research methods
Surveys- The most usable method in market research is surveys. It is more popular because
surveys are the easy to collect information about the product and services. Surveys can be
applied in different ways-
Paper surveys, Telephonic surveys etc. Paper surveys is the best method for cosmetics. Paper
survey is not relevant in current days because there are possibilities that consumer does not
revert. Hence this sounds to be wastage of time and cost.
Interviews-The second method is interview. In this method ask questions who has interest in
market research product. Ways of interview-
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Face to face, Phonic/online interview. Take customers face to face response of cosmetic user.
Interview are done by individuals of organization, so it is easy to maintain two way
communication and hence they are able to know perception of workers.
Observation- Notice the different user's behavior on a specific situation. Competitor
background, number of buyers etc. Eg. Obverse the other cosmetic product market activities and
compare with our products (Shaw, 2016).
Focus Groups- It is the expensive method. Eg. Discuss in a group about the own and other
cosmetic products to know the market value and prepare next strategy according to current
research results.
Asking Employees- Ask to employees about the product and services. Ask to sales team because
they have direct connection to customers.
Outline market analysis tools and techniques
Small scale business entrepreneur by using tools and techniques to frame market strategy
before introduce the product and services. With the help of SWOT discuss market tools-
SWOT- SWOT analysis is a platform used to describe an organization market position by
knowing its strengths, weaknesses, opportunities and threats.
Strengths
It explains what an organization is best
compare to its competitor-numbers of
customers, customers believe, healthy revenue
etc. In cosmetic industry organization evaluate
its strengths to compare its product reliability,
hygienic or unhygienic for the users make
customers believe (Armstrong and et. al.,
2014).
Weaknesses
This is which stage where an organization
perform below its optimum line. It is the stage
where the organization needs to improve weak
production level. Cosmetic business has to
provide such products which suits the users to
overcome weakness.
Opportunities
Weakness of competitor is an opportunity for
our business. Provide such cosmetic product
those are good compare to competitor.
Threats
Produces high producing cost cosmetic
products threats for the business.
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TASK 3
E-market methods-
E-marketing is modern marketing method where marketing products and services through
the internet and mobile.
E-mail-Marketing through e-mail is one of the element of e-marketing. Target certain number of
customers to send information about the products. For cosmetic business e-mail marketing is best
because of its low cost.
Search engine optimization-Website marketing includes in this type. Cosmetic products show
their products search engine website like google. Advantages of SEO- Low costs, Collect the
more website traffic, Return on investment
Paid advertising-Ads which appear in search engines are called paid ads (Burns and Sinha,
2014.). Paid ads are depend on the keywords. Like cosmetic business run their ads beside or
above the search engines results. This is expensive e-marketing method.
Social media channels-Social channels are the medium of cheap e-marketing. It is the channel
where business directly communicate with customers. Organization can run their ads on face
book, twitter, what app, linked ln etc. Cosmetic is a small scale business, so marketing of its
product via different social media channels is easy and cheap.
Company's online image-
For making company's image something dos and don't-
Do
Attractive online presence-It show customers organization is professional, quality provider.
Profile presentation attract customers (Serrat,2017). This helps to attracts consumers to visit their
website and hence brand awareness can be maintained.
Engage with audience-This method include using specific keywords in business which are more
familiar to the search engine like google to be high ranker. Consumer are the key to make
business growth. This is effective because there is interaction with consumers and hence it is
easy to know demand of consumers and policies can be framed to improve consumer
satisfaction.
Visuals and messaging-Clear messages to the customers on search engine helps to create
different image on users mind.
Don't
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Don't represent organization in wrong way, which misguide the searchers.
Don't copy other brands' logo, tag lines, jingles etc. it will create bad company image.
Don't ignore the external market environment which influence brand image.
TASK 4
1. Market analyse techniques
In this context, market analyse is one of the most important part for small sector
organisation. It is help to improve current information about different factors, which is give
positive impact on overall market conditions. To be focus on each and every factor, which is to
be give direct impact on profit and increase market share. Obedience Development organization
is applying some market strategies to focus on possess items or administrations. The most ideal
approach to advance the items is examination the intended interest group (Lees-Marshment,
2014). Target group of onlookers examination is the inner piece of showcasing methodology.
In semantic relation improvement organization is creating organization, the financial plan
for promoting is constrained. To be focus on each and every customer to improve market
performance level. Some changes are most important for improving market share as per the need
of market share. This is to be give direct improvement in market share. To be focus on
promotional need of each and every factor, which is improved profit and other factors in work
place. This is improved current performance as well as future change have direct impact on small
sector organisation. Marketplace investigation technique, an organisation does not petition
subject matter on its own but relies on the content that is not yet easy from assorted sources
accumulated by several grouping over the instance (Nowak and Butler, 2015). Market
investigating investigation method, an organisation places more value on the facts and applied
maths for the information and not to the sensitivity and sentiment of the user.
2. Interprets finding of market research
This is one of the most important factor of market research work for small sector
organisation. It is help to improve overall research work in effective manner. Some changes need
to be improve current as well as future performance. On the other hand, up-to-the-minute trends
in the marketplace, general purchasing habits, ever-changing practical application, and rival
activity. To be focus on each and every competitor in market place to increase future conditions
must be changes for improving profit and productivity of organisation. There are many factors
into making known and re-create market logical thinking at crucial conjunction in business cycle
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before first appearance a product or instrumentation an increase plan of action etc (Hinkel and
et.al., 2015). will miss out on vital chance that can take establishment to the next level, or
disregard declaration than can insignificantly injury operation management. This is help to
improve current environment as well as future change must be done for marketing sector.
CONCLUSION
Form the above report is concealed that market segmentation is help to improve different
market area and future changes of small sector organisation. As per the above report is focus on
mobile cyberspace in a peculiar neighbourhood that are preparation to reference point. The report
will be concluded obtain reliable message from authorities establishment like the enclosure of
commercialism, census office, labour administrative district etc. From the above report is focus
on every customer to improve market performance level. Some changes are most important for
improving market share as per the need of market share. This is to be give direct improvement in
market share.
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REFERENCES
Books and Journals
Armstrong, G. and et.al., 2014. Principles of marketing. Pearson Australia.
Burns, A.C., Bush, R.F. and Sinha, N., 2014. Marketing research (Vol. 7). Harlow: Pearson.
Hinkel, E., 2015. Effective curriculum for teaching L2 writing: Principles and techniques.
Routledge.
Lees-Marshment, J., 2014. Political marketing: Principles and applications. Routledge.
Nowak, G.J. and et.al., 2015. Addressing vaccine hesitancy: the potential value of commercial
and social marketing principles and practices. Vaccine, 33(34), pp.4204-4211.
Serrat, O., 2017. The future of social marketing. In Knowledge solutions (pp. 119-128).
Springer, Singapore.
Shaw, S., 2016. Airline marketing and management. Routledge.
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