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.
1

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.
2

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.
3
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
4

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).
5

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.
6

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

Theme 5: Advantages of magazines.
Particular Respondents
It becomes addiction to people. 7
Effect on eyesight of people. 3
None of above 5
11
It relaxes the mind. Reduces the stress. None of above.
0
1
2
3
4
5
6
7
8
9
10
Column B

Theme 6: Disadvantage of magazines.
Particular Respondents
Magazines don't have same reach as television. 11
Magazines takes long lead time. 3
None of above. 1
12
It becomes addiction to people.
Effect on eyesight of people.
None of above
0
1
2
3
4
5
6
7
Column B

Theme 7: Opinion magazines or newspaper or novel which is best.
Particular Respondents
Newspaper 4
Novel 5
Magazines 6
13
0
4
8
12
Column B

There 8: Play any other computer games in your life.
Particular Respondents
Yes 11
No 4
Not sure 1
14
Newspaper novel magazines
0
1
2
3
4
5
6
Column B

Theme 9: Magazines and computer games is wastage of time.
Particular Respondents
Yes 9
No 3
Not sure 3
15
Yes No Not sure
0
2
4
6
8
10
12
Column B

Theme 10: Heard the name of Rebellion Development.
Particular Respondents
Yes 12
No 2
Not sure 3
16
Yes No Not sure
0
1
2
3
4
5
6
7
8
9
Column B

Theme 11. Product will able to satisfy customers wants and expectation
Particular Respondents
Yes 7
No 4
Not sure 4
17
Yes No Not sure
0
2
4
6
8
10
12
Column B

Theme 12. Product will affect the buying behaviour of people
Particular Respondents
Yes 12
No 2
Not sure 3
CONCLUSION
18
Yes
No
Not sure
Yes
No
Not sure

From the above questionnaire, it was concluded that Rebellion Development will get
success as per the survey taken form customers. People are aware of computer games as well as
magazines too. Major respondents are like to play games on computers and read magazines.
RECOMMENDATION
It is recommended that Rebellion Development should launch its products in the market
targeted to youth and children's. Today's generation play games to refresh their mind and also
read magazines for fun and knowledge both. So their the product of Rebellion Development will
get success as per the market research.
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.
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.
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.
PROMOTIONPromotion 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.
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TASK 3
Methods used to e-market products and services
Social Media Channels- it is the type of marketing which enables customers directly in
order to highlight the value of products and services of company. There are various social media
channels such as Facebook, Twitter, LinkedIn, You Tube (Pulker, Scott and Pollard, 2018).
E-mail Marketing- it is the most popular method of marketing. It includes marketing a
product or services to database through targeting segments of customers. It is low cost, it targets
the right category, easy to use and high return on investment.
Search Engine Optimization- it is the art of increasing the appearance and design of
website. There are various advantages which include low cost, increase number of subscribers,
high return on investment and many others.
companies manage their online image.
In order to manage the online image, management of Rebellion development is
managing its online image by various ways.
1. Search yourself- For developing and managing online image, search yourself on google,
and search your name in google image (Velema, Vyth and Steenhuis, 2017).
2. Put your content in one place- There numerous sites available. Rebellion Development
Company should also put the best content and looks like a professorially designed.
3. Join social network- this is also the best way to make better online image of company.
Like on Facebook, Instagram, people are more attracted towards these sites. Company
can make his page on Facebook and Instagram and many others.
TASK 4
Market Analysis Techniques
Rebellion Development is applying some market techniques to target own products or
services. The best way to promote products is analysing the targeted audience. Target audience
analysis is the internal part of marketing strategy. Rebellion development company is developing
company, the budget for marketing is limited (Lee, 2017). For luxury marketing, company has to
incest lot of fund in order to target the audience. The audience are of different groups, culture
and people. There are some tips which help to understand the target market such as look at the
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present customers, check out competitions, analyse the products, select particular area to target
and last evaluate the decision. After analysing the audience in the market, it very necessary to
planned the entire analysis. It is also very important to take feedback after targeting the audience.
Company should make some plans to take feedbacks.
PESTLE Analysis is a planned structure that is utilized to dissect the effect of outside elements
or miniaturized scale condition that has awesome effect on the capacities and tasks of business.
This idea is utilized as apparatuses by Rebellion Development to track the environment where
they are working or intending to present or dispatch its items and administrations in showcase.
Political-Political variables have awesome effect on the activities and elements
everything being equal. It incorporates inconvenience of expenses, obligations, monetary
strategy, and exchange tax by government bodies. Political factor makes extraordinary weight on
organization as it lessens the incomes or benefits. The political circumstances are not steady in
UK since government is steady and proactive.
Economic factors additionally prompt incredible effect on organization's benefit and also
on activities and capacities. This factor has long consequences for organization. Financial factor
incorporates rate of inflation, foreign exchange, outside trade and in addition example of
monetary development. Rebellion Development will set up its business units in UK in the period
of expansion; organization can accept open doors of swelling period and can charge high costs
for their items and administrations. Expansion to this, in the time of Recession, Company has
gone to substantial misfortunes which thusly lessen the request of the items and in addition
benefits.
Social-Social factor is a key component in conveying business to progress. It
incorporates social patterns, populace, socio-economics, expectation for everyday comforts of
individuals and so on. Rebellion Development can accept open doors of social factor as the
populace ascends with enormous development at UK too the general population are exceedingly
requesting for computer games and magazines in UK which is a major open door for Rebellion
Development.
Technological- In the time of modernisation, mechanical elements are on crest. These
innovative variables have vast effect on organization's benefits and efficiency positively or
horribly. Keeping in mind the end goal to defeat the negative impact of innovative factor on
21

Rebellion Development should direct innovative work, and also robotisation as they ought to
know about mechanical progression to make progress in the market. Rebellion Development can
present its product like magazines and computer games with high developments and can take
points of interest of giving exceedingly improved items to the people of UK.
Legal- legal factor influence the business in both inside and outer states of organization.
Organization additionally details some lawful laws and approaches, which influence the
organization inside and legitimate laws and arrangements defined by the administration can
influence whole capacities and activities of business. Lawful laws made by the administration of
nation are purchaser laws, work laws, and well-being and security laws. Rebellion Development
must comply with every one of these laws and strategies of the UK government and take
advantages of expanding trust before people of UK.
Ecological- Environmental factor has enormous effect on organizations benefit and its
activities. Condition factors incorporate catastrophic events, climatic conditions, worldwide
changes, ecological balances and so on. These political circumstances have awesome effect on
Rebellion Development as production network of organization gets influenced.
SWOT Analysis
STRENGTH
 Attractive product.
 Convenient location
 Easy accessibility.
 Online service is also available at
Rebellion Development company.
WEAKNESSES
 High rental cost
 High staff cost
 Weaker brand.
OPPORTUNITIES
 Outsource to experts for magazines.
 Improve trust of consumers.
 Increase market penetration.
THREAT
 High competitions.
 Consumers are confused.
 Changes in demand and perception of
consumers.
Findings of market research and market analysis.
From the above report it found that marketing is the essence of company and its diverse
activities of department of marketing. I further learn about the marketing tool which is the best
22

tool for company i.e. STP. Furthermore, the 7P's of marketing is also applied to marketing.
Market research is also come to understand and its methods (Serrat, 2017). Marketing analysis
tools is also discussed above. Advantages of E-marketing are also included in this assessment. I
also learn how Rebellion Development Company can manage its online image.
23

CONCLUSION
From the above report, it was concluded that marketing is very necessary for company to
make awareness among customers about the products. Furthermore, the report also makes
understand the different tools and techniques of marketing.

REFERENCES
Books and Journals
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An Analysis on the Roman Catholic Church’s Marketing Efforts in Ghana. Journal of
Economics & Business Research, 23(1).
Garrido-Morgado, Á., Campo, K., González-Benito, Ó. and Martos-Partal, M., 2017, June. Are
Different Merchandising Techniques and Promotions Equally Effective to Improve the
Sales of Utilitarian and Hedonic Products? An Abstract. In Academy of Marketing Science
World Marketing Congress (pp. 97-98). Springer, Cham.
Gordon, O. and Oades, L., 2017. Social marketing of wellbeing. Wellbeing, recovery and mental
health, pp.311-323.
Lee, N.R., 2017. Policymaking for Citizen Behavior Change: A Social Marketing Approach.
Routledge.
León-Flández, K and et.al, 2018. Marketing techniques in television advertisements of food and
drinks directed at children in Spain, 2012. International journal of public health, pp.1-10.
Lilien, G.L., Rangaswamy, A. and De Bruyn, A., 2017. Principles of Marketing Engineering and
Analytics. DecisionPro.
Pulker, C.E., Scott, J.A. and Pollard, C.M., 2018. Ultra-processed family foods in Australia:
nutrition claims, health claims and marketing techniques. Public health nutrition, 21(1),
pp.38-48.
Schmidt, S.J., 2017. Marketing the law firm: business development techniques. Law Journal
Press.
Serrat, O., 2017. The future of social marketing. In Knowledge solutions (pp. 119-128). Springer,
Singapore.
Velema, E., Vyth, E.L. and Steenhuis, I.H., 2017. Using nudging and social marketing
techniques to create healthy worksite cafeterias in the Netherlands: intervention
development and study design. BMC public health, 17(1), p.63.
Online
Segmentation Targeting and Positioning, 2017. [Online]. Accessed through:
<https://www.consumerpsychologist.com/cb_Segmentation.html>.
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