Marketing Report: Innovation, Data, and Customer Needs Analysis

This report delves into core marketing principles, focusing on market segmentation, targeting, and positioning, with Marks & Spencer as a case study. It examines the rationale for product innovation in meeting customer needs, emphasizing the role of innovation in business growth, competition, and adapting to market and technological changes. The report further explores how data enhances relationship marketing, providing insights into customer behavior and preferences to improve marketing strategies. It also highlights the importance of understanding customer needs to ensure product relevance and customer satisfaction, covering demographic, geographic, and behavioral segmentation. The report underscores the significance of positioning products effectively in the market to gain a competitive edge and build brand perception.

REPORT

Table of Contents
INTRODUCTION...........................................................................................................................1
Concepts of segmentation, targeting and positioning specific to a product or service..........1
Create a rationale for innovation in a new product and/or service design for chosen
product/service in meeting the needs of customers................................................................4
Target group within the framework of chosen business and create viable solutions that would
appropriately that specific target customers’ needs................................................................5
Role of data in improving relationship marketing..................................................................6
CONCLUSION................................................................................................................................9

INTRODUCTION
Sales and marketing both are the main functions of business. These both impact the lead
generation as well as revenue. Sales is related to the operations and activities consist in
promoting or selling services or products. It prospects directly to be reinforce value of
company’s solution in order to convert the prospects into consumers. Marketing consists
technique or process of promoting and distributing the products or services. This encompasses all
the activities which assist to spark interest in business. Mainly marketers use the market research
to understand interests of existing customers (Chernev, 2018). Marks & Spencer is British
multinational retailer with headquarters is in London. This company is specialising in setting
food items, clothing and home products. There is going to discussing about create rationale for
innovation in new product and/or service design for chosen product/service of an organisation in
order to meeting the requirements of consumers in line with organisation’s strategy. Role of data
in order to improving relationship marketing within business will be discussed in detailed
manner.
Concepts of segmentation, targeting and positioning specific to a product or service
Market segmentation refers to the group of people who share the common characteristics
and have same features and grouped together for the marketing purposes. The market
segmentation is unique and set a particular target market for their product and services. This
approach helps in understanding the needs, lifestyles and demographic of the target customer.
Market segmentation target the people and make them satisfied customers of the company. For
segmentation the market is split into the groups that have common characteristics or have same
qualities. It helps in identifying the right market for the product and help them in targeting
efficiently (Claro and Ramos, 2018).
Clothing sector in market segmentation helps in identifying the small clothing of the
retailers, whole sellers, manufacturers. This help in reaching the non-buying customers through
advertising and marketing.
Demographic Segments- It refers to the division of markets in to the small segments on the
basis of different demographic factors like their age, gender and income they do not focus on the
whole market they focus only on the specific factor and achieve them. This also help the
company to use their time and the resources efficiently.

Segments related to gender- Small clothing retailers make use of the gender segment for
example like small and independent department stores sell clothing for both men and women and
the children, the customer do not have to visit to other shops for the products on one shop all the
products are available (Datta, Ailawadi and Van Heerde, 2017).
Segment related to age- It helps in determining the buying audience by targeting teenage
girl with their trendy new fashion lines and the old age group young age group clothing is to be
available according to the fashion and the trend on the one single store only which help them not
to switch to other company.
Geographic segments- Clothing preference are different in regions and geographical
areas this can also be determine by changing in the weather like in summer the people prefer
short clothes and in winters the warmer clothes are preferred by the people. The geographic
segment can be divided on the basis of the geographic area where they live in on the basis of that
area the clothing is decided and wear by the people according to their cultures they purchase the
product from the market.
Behaviour related segments- Behaviour is also an important aspect as some people prefer
to buy from the small shops and some need the clothes of good quality which are important for
them. Quality is one of the important factor which keeps in mind mostly by the people living in
the Urban areas and the people also switched to the other if they find the price is different
because quality and price are the factors kept in mind before purchasing the products (Dent and
White, 2018).
Lifestyle segmentation- In this, the small clothing retailers and manufacturer base the
product selection. Clothing material is to be manufactured according to the needs and the
opinions of the people what they actually want to wear according to the party, profession clothes
are designed.
Market targeting
After selecting the segments company should be aware about the needs and wants of the
target market. It is very important to identified the most the most profitable and the most served
segments. In this three market are covered and can be applied which are undifferentiated
marketing, differentiated marketing and concentrated marketing. Once the market create
different segments then various market strategies can be used according to the taste and
preference of the individual of particular segment. It helps in planning the advertising media for

the proper market segmentation through print or other source of media. By setting the target the
company will remain in competition as it helps the company to grow fast and earn more profits
and by targeting the quality of the products and services are also improved what the actual wants
of the customer and fulfilling them is the main goal of an organisation to achieve (Farris, 2016).
After targeting and selecting the person need and wants they advertise their information only on
the sites which are regular visited by the audience which help them to know the new trends in the
market.
Clothing target market refers to the men and the women of the age from 18-40 years. The
range of the products provided is not so high people can easily purchase them. The incomes are
normal for the people to purchase them. The customers that are targeted are very fashion forward
and the trend conscious mostly the people who are residing in the urban areas. They usually
prefer the latest trend only and the clothes which make them feel comfortable. They mostly shop
for themselves or for their children. Now a day’s customer is more sensitive while purchasing the
clothes as they are very specific about the quality of the clothes.
Market positioning
As it is the last and the important step which helps us in viewing how customer actually
focuses on how customers view the products which help in gaining the competitive advantage in
the market. Brand positioning has a great impact on customer perceptions. It helps in positioning
of product in the mind of target audience. Positioning means implementing the things which we
have targeted. There are three types of positioning as a competitive advantage are functional
positioning, symbolic positioning and experimental positioning. These three helps in providing
better value than the competitors value and help them to communicate them in a better way
(Gentsch, 2017).
Clothing as a market positioning helps in providing the good quality of clothes which is
one of the important feature for the growth of this industry as this industry should be placed on
tops if the customers’ needs and demands are to be fulfilled and presented in front of them so
that they can match the trends in the present market. Trendy clothes are should be of affordable
prices so that the customers get attracted and help them in purchasing the products again,
providing customer satisfaction is the main of market positioning

Create a rationale for innovation in a new product and/or service design for chosen
product/service in meeting the needs of customers
Innovation refers to a something new or a change made in an existing product to make it
unique. Innovation refers to something different from the actual ones. Innovation is basically an
idea in the mind of the people which is converted and created in the new ones. It helps in adding
up the value of the organisation if company uses different ideas or making the product in an
advance form which give them benefit in the long run. It is creation, development and also
implementation of new goods, services or process that aim is improving the effectiveness and
efficiency. It is apt to consist practical implementation of invention in order to make the
meaningful impact at marketplace. It manifests itself through engineering process when problem
is solved of scientific or technical nature (Ingram, 2015).
Product Innovation is related to the problem solving way the large customers have. It
helps us in creating the new spaces in the market and helps in identifying the gaps and filling up
the gaps by using innovative ideas and make the audience satisfied. Product innovation does not
mean completely changing the idea of the product but it helps in building new innovation from
the existing product for examples iPhone improved the quality of camera in the iPhone 11 pro
which is more attracted and liked by the people most. By fulfilling the gaps of the needs and
wants of the customer we can say the product is innovative.
Reasons of Product innovation
Business growth: It can be achieved if the person is successful in achieving the markets
by adopting product innovation. By adopting new ideas, the company will grow and provide
various services. For example: If Marks and Spencer starting selling shoes as an innovation then
the business growth will increase automatically.
Competition: Every business and industry wants to capture the share in the market and
wants to defeat the competitors by improving the new products with an improved style so that
the consumer gets affect and the demand of the product is also increased. For example, if the
Marks and Spencer brings the shoes then there is a tough competition between different brands
as this brand is already most liked by the people and with the innovation in product the
competitors easily get defeated (Järvinen and Taiminen, 2016).
Market changes: Atmosphere and conditions in the market are changing from time to
time, the preference of the customers change at a very fast rate and the changes must be made in

the product specifications so that they can be met effectively. For example, in Marks & Spencer
by improving the quality of the product it can come into the competition and the changes should
be made according to the trends in the market.
Technological Changes: Scientific and technological changes are very important for the
organisation as this is a situation in which no enterprise can maintain demands for its existing
products. For example: Marks and Spencer have to change the ideas of the shoes either to the
innovative one or to change the idea fully by introducing the new product in the market.
Minimise Risk: Every business has a life cycle and this have to be innovated because
when a product reaches to the stage of saturation or decline it is important for an organisation to
innovate it in a new idea. For example- Marks & Spencer is earning the profit continuously from
the specification ideas of shoes then suddenly the saturation period arises in which they have to
change the ideas from shoes to different products (Jobber and Lancaster, 2015).
Maximum utilisation of resources: Every enterprise should use the possible utilisation of
the resources for this also the product innovation is necessary for the development and the
growth. For example: Marks& Spencer is producing the shoes then the shoes can also be
produced by using the waste material which help in using the resource properly.
Impress the consumer: The consumers can be impressed if the product providing to them
is the actual need of the consumers as all their needs and demands are fulfilled. For example:
Marks& Spencer can impress the customer by adding up the innovation of shoes so that the
customer does not have trouble to go to other shop for purchasing of shoes which makes them
more comfortable to buy.
Use of Social Media: Social media is an important innovation tool for the company as
they can inform properly about the new product with dull details on the social media because
now a day the customers are using the social platform more and company can see the reviews
properly about the product. For example, if Marks & Spencer have an idea of innovative shoes
then they can put about the product on social media so that we get to know what the person is
actually thinking about the product (Johnson, Matthes and Friend, 2019.
Target group within the framework of chosen business and create viable solutions that would
appropriately that specific target customers’ needs
Marks & Spencer company uses some of the marketing strategies which assists in attain the
requirements of target market. Different marketing strategies are mention below:

Social media marketing- Basically, respective tactics focus on facilitating consumers
together with information they have defined as successful and like to spread through their social
networks since this basically helps in improving the traffic and exposure of ideas and opinions of
businesses or individuals. With the support of this organisation, it can exchange videos, content,
images and also impact the ability of SEO through which social media networks like Twitters,
Linkedln, Youtube and others can increase their importance in search results. With regard to
Marks & Spencer, these campaign tactics should be used as this then helps to reduce marketing
spending while improving lead generation, encourages indicators that give them more visibility
into the consumer region and others (Kotler, 2017).
Search engine marketing- This is perceived to be basic techniques used by the entity to
build traffic on its websites through paying online ads. In comparison, pay-per-click connections
are one of the effective ways of this. Essentially, company buys or supports this link, which
serves as an advertising for search engine results while looking for keywords related to their
brands. So any time the advertisements are clicked on by people, the organization needs to pay a
search engine a tiny fee. Within the framework of Gatorade Sales due to the development of
online tactics, cost effectiveness in developing greater exposure of their new product and ability
to adapt for different markets as well as customers, they should follow relevant marketing
strategy as this is very successful.
Email marketing- It is proven to be a highly successful method of cultivating and
transforming leads. This is not a game of possibility, though, since every company's message
ends up in spam philtres. Instead, email marketing is an automated mechanism that targets
individual factors as well as consumers with goal of manipulating their purchase decisions. In
addition, the effectiveness of the respective campaign campaigns is measured by available prices
and click-by-rates, so techniques are ongoing and even directly where this is used as an aspect of
huge interventions on the internet market. These marketing tactics allow them to establish
partnerships with prospects, recent buyers and ever before with respect to Marks & Spencer, as
this gives them an opportunity to connect directly with them during their inbox (Kumar, Choi
and Greene, 2017).
Role of data in improving relationship marketing
Relationship marketing is strategy that is mainly designed to foster the customer loyalty and
also long term engagement. This is mainly designed to develop the strong connections with

consumers through giving them information that suited to requirements as well as interest
through promotion. This is facet of the customer relationship management that focus on the
loyalty of customers and the customer engagement on long term basis. Main aim of relationship
marketing is to develop the strong and emotion connections to brand that can lead to the ongoing
business. It stands in contrast to traditional transactional marketing that focus on enhancing
number of the sales. Without the relationship marketing, consumers many not be come back to
brand in future. It is complex and costly for company to acquire the new customers. In regards to
this, relationship marketing assists to sustain the consumers over long term that result in the
loyalty of consumers than those who buy once (Lee and Scott, 2015).
Data is becoming most necessary part of the marketing. Data is an essential element in
marketing partnerships as it has allowed organisations to evaluate the present situation and use
future tools in an efficient manner because that form can handle its role and accomplish a better
target. The shoes which consists of a variety of features, will be introduced within the sector in
the sense of the selected organisation. Such traits are closely related to management strategy and
partnership marketing plays a necessary role. Company collect information regarding
performance of staff members, consumers and sector that ever before. This is helpful in
improving the goods, marketing and customer service. Data and technology are part of equation
as brands have to careful not for neglecting human side in the favour of robot such as
interactions. There is a need to marketer to connect with the people in order to form business
customer relationships. Data and information can assist to improve targeted advertising, content
and customer experience. This will help in reach at the consumers directly and want to make
improvement in performance campaign for advertisers. Use of big data to develop personal
relationship might be seeming the counter intuitive. Amassing the digital customer information
by channel can get hand is far cry from genuine connections of consumers at idyllic corner store.
In context to this, relationship marketing by big data CRM mainly consists combination of
internal customer relationship management data with the external consumer data that objected by
use of social media networks and same sources (Olsen, Wagner and Thack, 2016). Patterns and
trends are to be uncovered through data that give opportunities for enhancing sales and goods
providing the adjustments which are more in the line with requirements of consumers. There are
a number of benefits of using data in improving the system of relationship marketing which are

discussed below in context of this smart watch. There are several advantages of using data in
order to improving system of the relationship marketing that given below:
Determine customer requirements- In defining the existing needs of clients, data is
valuable for the enterprise. This is how knowledge refers to the emerging patterns in culture that
the consumer uses to optimise the parts of their working. This is useful in distinguishing and
using the functions of various consumers and in an effective way. There are various roles that
can be used to accomplish the aims and execute these functions in an effective manner by the
entity. This is linked to the accomplishment of corporate goals that can be useful to the
corporation in fulfilling its existing functions (Perreault, 2018).
Helpful in examining customers’ requirements- Data is beneficial to the company in
the study of consumer needs and in the use of current patterns according to requirements. It can
be seen as there are a variety of information that allow to define consumer requirements by
evaluating them as per the organization's expectations and requirements. In context to innovation
in the shoes, organization can use multiple types of data accessible on multiple channels that can
be obtained by primary and secondary analysis. This information is useful for the company to
evaluate the latest consumer needs in the industry and to adjust the watch's features and to
analyse the response through running multiple tests. In order to manage consumer service,
overall data is helpful by defining the current demand (Sleep, Lam and Hulland, 2018).
There are a variety of roles relating to use of data and management of client relationships in
the industry. This is effective in marketing partnerships as well as supporting the organization's
role in achieving goals. In the case of the organisation selected, in order to incorporate shoes in
the organisation of the sector, it is possible to use the correct method to gather data that requires
an appropriate procedure (Piwoz and Huffman, 2015). This process is given below:
Consisting catchy title- Reasonable title is important to catch the consumer's interest in the
industry where the organisation needs to guarantee that it receives enough data to support the
company in achieving the accurate description of products and services.
Analysing data- Data analysis is necessary and it requires number of systems to also be
followed and the garbage items to be removed must be established. This allows the company to
control the work and accomplish the goals as per criteria and needs.
Storing data- A most important operational method for the new tourism, where it could be
used to define and organise data in various stores and store according to requirements. It will

have an effect on the organization's efficiency and will decrease its data processing capacity
(Scott, 2015).
Use of data
There is a convenient way of using device in the sense of selected entity that will assist in
gathering the data and using the starter to handle the relationships. Here in order to evaluate the
task and accomplish the goals of the group, the entity will use all the facts and figures gathered.
Through learning about particular needs of consumers as well as categories of customers who are
involved in the goods and services provided by the company, actual organisation can use various
individuals to communicate with the brand. In the case of shoes, companies can often have input
on the company and take it feedback positively and that by handling their data in an acceptable
way, this can effectively double consumer count. They can also use behaviour data to explain the
engagement of customers with the company and to consider multiple client interactions for
improved organisational functioning (Sharma and Syam, 2018). The company would do this to
classify the latest visits to the business entity's pages. In executing the data collection, this is
useful. In this method, companies will analyse a constituent person's mobile phones where they
can forget the consumer by introducing them.
Data processing is helpful for company in developing acceptable partnerships with
various clients in relation to the targeted client of the organisation. This is because, by properly
evaluating the data, it allowed to recognise the current targeted clients and the behaviour. This
would also encourage consumer buying patterns within the industry to be coordinated so that
firms can easily reach their intended market through using suitable tactics. It was useful for the
company to accomplish its aims and to execute the work in an efficient way. It will also direct
current working climate for various employees and will contribute to the effective fulfilment of
priorities and goals. In order to accomplish the aim and manage functions as per the criteria of
resource availability of functions, entity should define the existing requirements that must be
satisfied by type (Sheridan, 2019).
CONCLUSION
It has been concluded from above mention report that sales and marketing both are the most
necessary part of marketing. The sales function focus on selling the products and services to
company for enhancing the profitability. The marketing function focus on designing, promotion
and selling of products and services at reasonable cost. There has been discussed about the

segmentation, targeting and promotion of the specific product of company. For the segmentation,
there has been demographic, geographic, behavioural and psychographic segmentation
considered. In this present report, there has been discussion about the reason to make innovation
in the products and services that can help in meet with the requirements of customers.
Relationship marketing is important for business as this helps in make the connection of
company with customers. There has been considered the role of data in improving relationship
marketing in detailed manner.