Marketing Report: Rebellion Development's Strategies and Analysis

This report provides a comprehensive overview of marketing principles and techniques, focusing on their practical application within a business context. It begins with an introduction to the core concepts of marketing, emphasizing the importance of understanding consumer demand and the role of a marketing department. The report then delves into the Segmentation, Targeting, and Positioning (STP) approach, explaining how companies can effectively segment their markets and target specific consumer groups. The 7Ps of the marketing mix (Product, Price, Place, Promotion, People, Process, and Physical Environment) are examined in detail, illustrating their significance in developing successful marketing strategies. The report also covers market research methodologies, differentiating between primary and secondary research methods, and exploring various data collection techniques like surveys and interviews. Market analysis tools such as SWOT analysis are also presented. The report concludes with an analysis of e-marketing strategies and their impact on managing a company's online image, using Rebellion Development as a case study to illustrate the application of these concepts in the context of computer games and magazine products. The report includes questionnaire data and analysis to support its findings and recommendations.

Marketing Principles and
Techniques

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
TASK 2............................................................................................................................................2
Methods of Market Research .....................................................................................................3
Market analysis tools and techniques.........................................................................................4
TASK 3............................................................................................................................................4
Methods used to e-market products and services.......................................................................4
Explain how companies manage their online image...................................................................5
TASK 4............................................................................................................................................5
Market analysis techniques.........................................................................................................5
Interpret the findings of your market research and market analysis...........................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Marketing is the essence of business. Marketing is the procedure by which producers of
goods and services aim to find out where demand of its goods and services. Marketing function
is based on some principles and techniques which is very fruitful for any business. The basic
principles of marketing majorly consist of product, price, place and promotion. There are some
functions of marketing as marketing manager has to perform market research, making marketing
plan, product development and promoting for goods and services.
The report gives an understanding of entire definition of marketing and department of
marketing. Furthermore, the report will also analyse STP technique and 7P's of marketing mix.
Marketing research and its tools and techniques will be also analysing in this assessment.
Moreover, the concept of E-marketing is also included in this report.
The product in this report is magazines and games of computer of Rebellion Development which
is a small-scale company in UK.
TASK 1
Marketing- It is the heart of every business and is the procedure of moving goods from stage of
production to consumers. Rebellion Development is trying to promote its products and make
available to maximum customers. Marketing includes procedure of communicating, delivering
and exchanging offers that have worth for customers, clients and society (León-Flández and et.al,
2018).
Marketing is a never- ending process as it starts before launching of products and ends
after evaluating and identifying all levels of satisfaction of customers. Traditionally, there are
4P's of marketing mix but today company uses 7P's of marketing which is a broad concept.
Rebellion Development Company of UK is going to launch new magazines in computer
education by using 7P's strategy.
Role of Marketing Department
In a company, there is a marketing department which conduct whole activities of
marketing.
Build relationship with customers- This department helps in building effective relationship
with audience. I also create awareness among people about products and business.
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Generate Income- the main aim of marketing department is to generate income in business. All
activities aim at taking advantages of opportunities and generating high revenues.
Segmentation Targeting and Positioning (STP)-
This is the best tool to develop marketing strategies. It is the most popular approach of
marketing. There are three phases in STP. In these techniques, determination of existence of
various kinds of consumers occurs, secondly selection of the best method takes place and lastly,
application occurs by optimizing products for that segment and communicating all products and
services to audience.
Segmentation- Segmentation means identifying what kinds of consumers with various
needs exist. There are various sections of marketing such as geographic segmentation,
demographic segmentation, psycho-graphic segmentation, behavioural segmentation and other
types of consumer segmentation (Garrido-Morgado, and et.al, 2017). For example- Rebellion
Development is trading in computer games and magazines so it can divide its customers in kids
or youth.
Targeting- target marketing involves breakage a market into segments and then
concentrating on efforts of marketing on few key segments. By targeting company can win over
competitors. For example- Rebellion Development can target children's and youth for targeting
its products.
Positioning- Positioning segment is the most important segment of STP tools as it is very
important to have specific position of products in the market and also among competitors. It also
focuses on products that occupy a consumer’s mind. For example- Rebellion Development can
acquire a good image or position on the mind of children's and youth by providing effective
computer games and interesting magazines.
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7P's of Marketing Mix.
This is the modern concept of marketing. 7P's of marketing has broader concept than 4P's
of marketing. 7P's of marketing assist the manager of company to review and define key issues
that affect marketing of its goods and services. 7P's is also called as Digital Marketing Mix. The
manager wants to launch new magazine in the market. Therefore, he must consider all elements
of 7P's in order to achieve objectives and goals.
Product- products means to what manager of company wants to sell including all
features, advantages and benefits that consumer can enjoy purchasing magazines and games of
computers.
Price- This is the most concerned element of marketing because pricing of products
directly affects customers. The manager should evaluate prices of product and ensure it is value
to money. Price of products should not be so high and it should not be too low at-least it should
cover operating cost of the company.
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Illustration 1: Segmentation Targeting and Positioning
(Source: Segmentation Targeting and Positioning, 2017)

Promotion- Promotion is the fundamental function of marketing manager as it is very
necessary to aware consumers about its products. Manager of Rebellion Development Company
conducts efficient promotional activities by giving advertisements on television, road show,
templates in order to promote magazine.
Place- Place means the product can easily be purchased, produced and distributed in the
market. The product needs position in the market place in order to distribute products in place
that is reachable to potential customers.
People- People is the most essential element in the market as without people the product
has no existence in the market place. People in this element mean employees, staff, customers
and entire manpower in business. Positive experience is achieved by brilliant customer service
Process- Process means the procedure of delivering goods and services to the customers.
The manager has to choose effective channel of distribution procedure.
Physical Environment- the includes physical environment where manager is supplying
products (magazines), layout and interior design. Content, cover and colours.
TASK 2
Aim of Market Research & Market Analysis
The main intention and aim of market research is to collect all relevant data on
consumers and potential buyers. Market research is a key element in managing and maintaining
competition in the market. The collected data's are used for making decision of business. Market
research also reduces the risk of making decisions of business.
There are some objectives of Market Research which are as follows-
To render basis for systematic planning- Research of marketing helps in making
systematic planning of products. The manager of Rebellion Development is doing sales forecast
which is the best way to make effective plans of marketing.
To reduce cost of marketing- Marketing research furnish various modes and ways to
reduced or control the cost of marketing such as merchandising, advertising and distribution.
The main intention and aim of market analysis is a quantitative and qualitative study of
market. Manager of Rebellion Development Company is doing market analysis in order to look
into the size of market with respect to volume and value, competition, different segments, buying
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pattern and economic environment in respect to barriers to entry and regulation (Gordon, and
Oades, 2017). There are some objectives of Market Analysis-
Know and understand the market- The manager before launching products, it is the
first duty of him to understand the entire market.
Map the market system- Manager of marketing investigate the opportunities which
influenced the target market by determining how to operate in market and who are the major
players.
The market is big enough to build a sustainable business.
The manager of Rebellion development has make some plans which are as demographic and
segmentation, target market, market need, competition, barriers to entry and regulations.
Methods of Market Research
There are various ways to gather information about customers, market or competitors
which are Primary and Secondary Sources and various kinds of information to gather are
quantitative and qualitative data (Appah and George, 2017).
Primary Research- Primary researches are those research which collect information directly
rather than collecting information from published and other sources. Surveys, direct
observations, direct interviews are included in primary research. Primary researches are more
reliable as it is collected and observe by own.
Secondary Research- Secondary researches are those research which collect information from
other available sources. For example- information from internet, past result of market research,
existing data from own lists and customer info and information from agencies such as industry
bodies, government agencies, libraries and local councils.
Survey- It is the most common methods in market research and it is the most powerful weapons.
Survey is most famous and popular method of research because it very easy and simple method
to implement. There are five forms which can be applied in survey, paper survey, telephone
survey, online survey and individually survey.
Interview- Interview is also the most common method of survey, it also the simplest method of
survey people can meet someone who will be interviewed. Manager of Rebellion Development
Company also make use this technique and ask the questions about the market and interests on
reading books and games of computer (Schmidt, 2017).
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Trial and Error- This is the most risky method of market research. Companies mostly small
companies does not use this method because in these methods, company will either win or fail in
the market and once company fails in the market, it is not easy for them to come up.
For Rebellion Development company, the most suitable and perfect method of market
research is survey method. Survey method is the simplest and easy method of marketing
research. By conducting survey company can investigate the interest of its products.
Market Analysis Tools and Techniques
STRENGTHS
 Positiveness in internal attributes of
organization.
 Organization has Matt Cutts on speed
dial.
 Teams members are experts
 Games and magazines are creative and
innovative which is the biggest
challenge for competitors (Lilien,
Rangaswamy and De Bruyn, 2017).
WEAKNESSES
 Working capital is limited in Rebellion
development company.
 Matt Cutt has blocked company on
twitter.
 Wastage of resources.
OPPORTUNITIES
 Profitability in magazines and games is
rising.
 Magazines are being rewarded.
 Products of company is growing at
increasing rate
THREATS
 Government rules and regulations.
 High competitions.
 Need high working capital to conduct
day to day activities.
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INTRODUCTION
The main intention and aim of market research is to collect all relevant data on
consumers and potential buyers. Market research is a key element in managing and maintaining
competition in the market. The collected data's are used for making decision of business. Market
research also reduces the risk of making decisions of business. In this market research,
questionnaire is prepared and tabular graph is done for interpretation. Further, conclusion of
questionnaire and recommendation and 4 p's of marketing is also included in this research.
COMPANY & PRODUCT
Rebellion Development
Magazines and Computer Games
DEMOGRAPHICS
Rebellion Development is selling computer games and magazines. So, youth and
children's will be targeted by the company. Company will ask question from 15 customers.
QUESTIONNAIRE
Name-
Age-
Gender-
QUESTIONNAIRE
1.Do you play computer games?
 Yes
 No
 Not sure
2.Do you read magazines?
 Yes
 No
 Not Sure
3.Do you know about magazines?
 Yes
 No
 Not sure.
4.What are the advantages of playing computer games?
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 It relaxes the mind.
 Reduces the stress.
 It is good for time pass.
 Non of above.
4.What are the disadvantage of playing games on computer?
 It becomes addiction to people.
 Effect on eyesight of people.
 Non of above.
5.What are the advantages of magazines?
 Increase the knowledge.
 Reading habit is developed.
 None of above.
6.What are the disadvantage of magazines?
 Magazines don't have same reach as television.
 Magazines takes long lead time.
 None of above.
7.In your opinion magazines or newspaper or novel which is best?
 Newspaper.
 Magazines.
 Novel.
8.Do you play any other computer games in your life?
 Yes
 No
 Not Sure
9.In your opinion, magazines and computer games is wastage of time?
 Yes
 No
 Not sure.
10.Do you heard the name of Rebellion Development?
 Yes
 No
8

 Not Sure
Theme 1: Play computer games.
Particular Respondents
Yes 10
No 3
Not sure 2
Theme 2: read magazines.
Particular Respondents
Yes 8
No 5
Not sure 2
9
Yes No Not sure
0
2
4
6
8
10
12
Column B

Theme 3: know about magazines.
Particular Respondents
Yes 10
No 2
Not sure 3
There 4: Advantages of playing computer games.
Particular Respondents
It relaxes the mind. 10
Reduces the stress. 3
None of above. 2
10
Yes
No
Not sure