Marketing Principles and Techniques for Hay Hampers

This report provides a comprehensive analysis of marketing principles and techniques applicable to Hay Hampers, a family-run business specializing in cheese hampers. It begins with an introduction to marketing concepts, diverse activities within a marketing department, and the significance of market segmentation in identifying target customers. The report then evaluates the marketing mix (4Ps) and its application to cheese hampers. Task 2 delves into market research methods, including e-marketing strategies such as SEO, email marketing, and social media, along with traditional methods like surveys and interviews, and analysis techniques. Task 3 focuses on e-marketing methods for promoting products and services, and ways to manage online image. Finally, Task 4 explores market analysis techniques for targeting markets, presents findings from a market research survey, and outlines how to present these findings to a marketing team. The report provides valuable insights into how Hay Hampers can enhance its online presence and overall marketing effectiveness.

Marketing Principles and
Techniques

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
marketing and diverse activities carried out in marketing department .................................1
Meaning of segmentation and its role in identifying customers.............................................1
Evaluation of marketing mix and its application on Cheese hamper.....................................2
TASK 2............................................................................................................................................2
Market Research methods to be adopted by hay hampers for effective business operations:. .2
Describe market research methods:........................................................................................3
Outline market analysis tools and techniques that could be used:........................................3
TASK 3............................................................................................................................................3
Methods used to E market products and services...................................................................3
Ways to manage the online image..........................................................................................4
TASK 4............................................................................................................................................5
Market analysis techniques for targeting market for selling product or service....................5
Findings of market research and analysis...............................................................................5
Presentation of findings to marketing team ...........................................................................6
REFERENCES................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing can be considered as the soul of business as it brings together success and
growth of organization in market. It has been used by the organization in order to create, keep
and satisfy requirement of customers in market. Present report is based on the small family that
runs business named Hay Hampers which is operating since 1984 as a restaurant in UK. They are
specialised in making “Cheese Hampers”. Report will provide a clear understanding about the
concept of marketing, principles and important techniques that need to be used by organisation
for increasing its online presence in market.
TASK 1
Marketing and diverse activities carried out in marketing department
Marketing is a detailed management process that includes set of activities, to be performed in
order to create, communicate, guide and maintain the organization grow and the customer
satisfied . It's an important area of every organisation as it a link between the customers and the
company, it performs vital functions to keep coordination between various departments of the
organisation (McClements, 2015). Every company has set of creative officials to carry out these
activities of the marketing department, which are to expand and developed companies business,
promote companies product \ services, build strong brand image, effective pricing of product\
services, proper handling your customers and keeping them satisfied, planning strategies to
expand products\services line, including new ventures, create good public relations, gathering
and analysing the market information of on going market trends, competitors strategies, there
reaction towards company policies and plans, develop and create new ideas and plans and lastly
to execute them.
Meaning of segmentation and its role in identifying customers
Market segmentation in general meaning refers to the division of a whole market into small
market with people having same interest, likes, dislikes, choices and preferences income groups,
irrespective of there age, gender, caste and religions, but some segmentations are done on the
basis of gender, age, demographic locations, etc (Batini and Scannapieco, 2016). This is done to
gather information about the targeted customers and to serve them according to there needs.
Generally customers are widespread on a demographic location, These segmentation plays an
important role to evaluates the customer and allow company to make product or provide its
services according to it. The questions like how to produce, for whom to produce, when to
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produce and in what quantity to be produced so that it may not create burden on a company are
few questions been address by proper customer segmentations, if the company does not able to
produce according to it then this may create an unfavourable brand image of the company.
Types of Market Segmentation: Demographic: In this process of Segmentation marketing manager differentiate target
groups on the basis of demographic characteristics i.e. Age, Gender, Income Group and
Family Size. Geographic: Targeted consumers within this form of segmentation is divided on the basis
of geographic criteria like; Nations, Regions, States, and Climatic Conditions, etc. For
instance Division of Target market on basis of Climatic conditions prevailing in the
particular country. Behavioural: This form of market segmentation divides consumers on basis of their
behaviour, usage and decision making pattern. For example; Cheese will be more
preferred used by Younger Consumers.
 Psycho Graphic Segmentation: Target consumers are segmented on basis of lifestyle.
their opinions and interests. Examples of such segmentation are; daily activities, social
status, opinion of certain topic and food habits, etc.
Evaluation of marketing mix and its application on Cheese hamper
Marketing mix is a combination of 4P'S which are; Product, Promotion, Price and Place.
 Product: the Tangible thing which the company offers to its customer. Each product
consist of special and unique characteristics, which company provides to it's targeted
customers In case of the edible products company have wide varieties to provide to its
customers (Gummesson, 2011).
 Price: The value which the customer is ready to pay in order to get the product\services.
Setting the desired value to the product needs to be done carefully as it may have
negative effect. Price should be within the limits of the all targeted customers.
 Promotion: To make the product know to the customers, choosing up right strategies key
aspects, further these strategies should be cost effective, and it should reach to targeted
customer, company can promote through local news press, television commercials, or on-
store promotion (Lamb, Hair and McDaniel, 2011).
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 Place: The place includes physical location of the product. It should be evenly spread out
for mass reach.
TASK 2
Market Research methods to be adopted by hay hampers for effective business operations:
The most common yet important form is e-marketing. The edible food industry is exploring more
effective and new techniques of e-marketing, they are generally low in cost and target wider
areas of customers. These are:
 Search Engine Optimisation: To make company product available on various engines this
can be done through paid ads. They will make products reach more no of customer in less
time.
 E-mail Marketing: oldest yet the most effective form of e-marketing as more customers
can be reached in low cost, also it creates sense of speciality as it' s directly linked the
person (Philip, 2014).
 Social media : A new tool to promote your brand through all the targeted customer
market in a easy and competent way, build up a more customers to your brand my
making people reseacrch acknowledged about it. Accessibility of social media is
increased with time, one should take benefit out of it.
Describe market research methods:
 Conducting surveys: One of the basic and strongest tools is to conduct surveys, they
bring more reliable information at ease. They can be conducted in forms of questionnaire,
telephone surveys, etc.
 Focus Groups: It's a expensive method because one has to target a group to conduct
research and analyse that research. But, in order to get a good result it's important for a
company to go through such market research.
 Interviews : this method is to make research by asking one candidate at a time, it's a time
consuming method but it can be effective if the company wants to make necessary
changes in it's new or existing product (Shukla, 2015).
 Observation: This is generally used to observe the potential competitors behaviour, it can
be done manually by observing your subject, this will help in focusing to a particular area
and getting correct knowledge regarding it.
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Outline market analysis tools and techniques that could be used:
 Primary Technique: The customer has reacted positively to e-marketing concepts, data's
and facts revealed that more customer are attracted towards it as it's easy to locate,
company is getting its product known in a lower cost, which brings more profits, further
e-marketing provides many new choices to explore on. People being more
technologically upgraded it is easy to promote your brand (Lamb, Hair and McDaniel,
2011).
 Secondary technique; A good deal of research work on the internet reveals that it is
getting a popular trend over time as large number of people are satisfied with e-
marketing tools as it helps customer to expand its business reach beyond geographical
boundaries, get more customers to know the brand and to be its loyal user.
TASK 3
Methods used to E market products and services
E Marketing is considered as the promotion technique which has provided major success
to various small business enterprises in attracting customers. In this context, there are various
important methods which can be used by Hay Hampers for marketing of their Cheese Hampers
online such as:
Email Marketing: Marketing of products through Email is the most important method of E
marketing. It involves marketing of products or services to database through targeting a specific
segment of customers by E-mails (Different Types and Methods of e-Marketing, 2016). Hay
Hampers can also provide information to their customersthrough direct mails. It is an efficient
way because of its low cost, simplicity of use and targeting the correct category of customers
Social Media Marketing: This involves use of social media application and networking sites for
communicating with customers and providing information. For example: By using application
such as Facebook, Twitter and Instagram, Hay Hamperes can directly promote their products to a
large population.
Search Engine Optimization: It is also considered as an art of increasing presence on company's
website in the first results such as Google search Engine (Graber and et.al., 2016). In implies that
. Hay Hampers can promote their product by using their own websites and need to highlight their
websites on E commerce channels and applications etc.
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Paid marketing: Pay Ads are the advertisements that always appear on any Websites or search
Engine and they are one of the best methods of E-marketing. Through this, customers can
directly access the website of company by clicking on it.
From this, social media marketing will be the best method for Hay Hampers for
promotion of their Cheese Hampers products because it covers a large population and involves
no cost.
Ways to manage the online image
While using E marketing, it is also essential for organisation to manage its brand image in
the market. Brand image will support organisation to attract more customers and attain high
profits as well as market share (Lees-Marshment, 2014). In the present scenario, there are three
important ways through which Hay Hampers can manage their online image. Providing real Advertisement: For improving the online image of company and products,
it is essential for company to provide right information and advertisement on their
websites about product’s quality, prices and ingredients, etc. This attracts customer’s
thinking and changes their perception towards products.
 Providing quick response: In marketing, effective communication is required to from a
part of seller so that customers will gain high satisfaction (Reynolds, 2013). Marketing
team of Hay Hampers should provide quick response to their consumers on websites.. For
example: Amazon provides quick response to their customers through Emails for
resolving their problems and providing information.
TASK 4
Market research
Market analysis techniques for targeting market for selling product or service
Introduction
Market research is based on the analysis of current trends and preferences of customers in
fast food products which are manufactured and sold by Hay Hampers in market. Survey of
selected 50 customers have been done to analyse their preference towards the New product of
Hay Hampers Ltd. Questionnaire is also developed for conducting primary research on
customer demand and requirement this new food product in market.
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Title: Hay Hampers and Cheese Hamper
Demographics: It is considered as marketing strategy in which total market is divided on the
basis of customer demographics such as age, gender, income, family life cycle, educational
qualification, social economic status and religion. In this context, for market research and
selling of products, company has targeted customers between age group of 15 – 40 years from
middle income group. People between these age group usually prefer fast food products and
provide appropriate information about demand as well as quality of product.
Questionnaire for research at least (15 questions)
QUESTIONNAIRE
Name:
Age:
Company: HAY HAMPERES
Product Survey: Cheese Hamper
1. Have you ever tried the fast food products of Hay Hampers?
(a) Strongly Agree
(b) Agree
(c) Disagree
(d) Strongly Disagree
2. Do you think product quality of Hay Hamper is better than its substitutes?
(a) Strongly Agree
(b) Agree
(c) Disagree
(d) Strongly Disagree
3. Do you think new product of Hay Hampers like Cheese Hamper is appropriate and fulfil
your requirement?
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(a) Strongly Agree
(b) Agree
(c) Disagree
(d) Strongly Disagree
4. Which element of Cheese Hamper mostly affects your desire to buy the product?
(a) Quality
(b) Price
(c) Quantity
(d) Attractiveness
5. Do you think that marketing and promotion techniques of Hay Hampers are appropriate for
influencing customer?
(a) Strongly Agree
(b) Agree
(c) Disagree
(d) Strongly Disagree
6. Which is most effective method and techniques of Hay Hampers to attract customers.?
(a) Discount offers
(b) Low selling prices
(c) Gifts
(d) Extra services
7. Which factor provide major impact on sales Hay Hampers products in market?
(a) Product
(b) Price
(c) Place
(d) Promotion
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8. What features do you look for when you purchase products of Hay Hampers?
(a) Quality
(b) Attractiveness
(c) Taste
(d) Contents
9. What improvements have been made by company in their to attract more customers?
(a) Increase products features
(b) Add values
(c) Improve tastes and quality
(d) Customer requirements
10. Which type of promotion technique of Hay Hamper influenced your perception and buying
behaviour?
(a) Newspaper Advertisement
(b) Digital advertisement
(c) Promotion Events
(d) Social media
11. Do you think company take feedback of its customer's towards its new product?
(a) Strongly Agree
(b) Agree
(c) Disagree
(d) Strongly Disagree
12. How can Hay Hamper should best communicate that benefit to the people they are
interested in attracting?
(a) Promotional Events
(b) Social media platform.
(c) Directs Mails
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(d) Company Website
13. Which problems you have identified in marketing of Hay Hampers?
(a) Lack of Appropriate information.
(b) Ineffective promotion
(c) Misrepresentation
14. Do you think that new product of Hay Hampers will achieve growth in market?
(a) Strongly Agree
(b) Agree
(c) Disagree
(d) Strongly Disagree
15. What improvement you suggest the company to be made in its new Food product?
_____________________________________________
Findings of market research and analysis
Theme1: Product quality of Hay Hamper is better than its substitutes.
Do you think product quality of Hay Hamper is better than its
substitutes? Responses
(a) Strongly Agree 25
(b) Agree 5
(c) Disagree 15
(d) Strongly Disagree 5
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Total customers 50
Theme2: New product of Hay Hampers like Cheese Hamper is appropriate and fulfil
customer's requirement.
10
(a) Strongly Agree
(b) Agree
(c) Disagree
(d) Strongly Disagree
0 5 10 15 20 25
25
5
15
5
Responses
(a) Strongly Agree (b) Agree (c) Disagree (d) Strongly Disagree
0
2
4
6
8
10
12
14
16
18
20
10
20
15
5
Responses