Principles of Marketing: Analysing Product/Service Launch Activities

This report analyzes the marketing activities associated with the launch of a new diet pizza product by Iceland Foods Ltd. in the UK market. The report begins with a product description, followed by an outline of market analysis, including key market trends influenced by the COVID-19 pandemic, competitor analysis, and customer attitudes. The analysis identifies main issues and opportunities, such as the growing demand for healthier food options and the company's efforts to improve packaging. The report also examines the competitive landscape, highlighting key competitors like Tesco PLC and Waitrose Ltd., and discusses how Iceland Foods Ltd. can improve its position in the market by adapting to changing customer preferences and focusing on environmental sustainability through eco-friendly packaging. The report concludes by emphasizing the importance of market research and adapting to consumer demands to increase sales and improve the company's overall performance.

Describe and analyse marketing
activities associated with the
launch of a new or improved
product or service

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
PRODUCT/SERVICE DESCRIPTION..........................................................................................3
a. Brief description of the new product of service.......................................................................3
OUTLINE MARKET ANALYSIS.................................................................................................3
b. Brief analysis of market...........................................................................................................3
c. Key market trends....................................................................................................................3
d. Main Competitors and Current Position..................................................................................4
e. Customer's current Attitude.....................................................................................................4
f. Main Issues and Opportunities.................................................................................................5
REFERENCES................................................................................................................................1

INTRODUCTION
Launching a new product or service is very special occasion for a business or venture,
because a final product or service is the outcome of all hard work. Reason is, new product
development is not a small task to a company, because there are a company has required to put
its great efforts in the form of market research, innovation, production, collection of fun etc.
That’s why product or service development is not a small task (Kalva, 2017). This report
discusses the marketing functions and new product development factors of Iceland foods ltd.
This is a very popular British food retail which currently serves in across the UK and many other
countries as well. There are various productive strategies of marketing also has been discussed in
this report which can positively affect to the product development process of Iceland foods ltd.
MAIN BODY
PRODUCT/SERVICE DESCRIPTION
a. Brief description of the new product of service
Top-level management of Iceland foods ltd. has decided to launch its new exclusive diet
pizza product with own home country the United Kingdom. The management of Iceland foods
ltd. claims that this new pizza product will give the great food experience to customers or food
lovers within the UK’s food retail industry. Currently the company has very high expectations
from this new product. For attracting many of customers towards this pizza product in its initial
stage, this company has added some additional green vegetables also in this pizza.
OUTLINE MARKET ANALYSIS
b. Brief analysis of market
Currently the food retail industry has gained large market share within the UK’s business
environment. Basically, food is very essential to all humans, that’s why most food companies has
very the large number of customers (Tuten, 2019). In this situation there are Iceland foods ltd.
also has the great customer base within the UK’s food retail industry. Most people within this
country are literate, and they completely know the value of quality food, so Iceland should try to
maintain an excellent quality of its new developed pizza product.
c. Key market trends
Existing market trends can influence to Iceland foods ltd. for more improving its packing
of food products, because due to coronavirus (COVID 19) pandemic most people within the UK

are avoid to purchase food products from those businesses or companies who not provides food
items in proper packaging. Reason is, food with poor packaging promotes infection of
coronavirus. On the other side, company should provide the quality pizza product to customers
with favourable rates, because this factor of company also can attract many of customers within
the market.
d. Main Competitors and Current Position
The Iceland Food Ltd. Deals with the retailer marketing of consumer goods. The products
of the supermarket are drinks, produce, baked goods and many more. Its headquarter is in
England, UK (Porral and Stanton, 2017). The main thing which impacts the overall progress of
the company is its competition in the market.
The main competitors of Iceland Food Ltd. Are Tesco PLC, Waitrose Ltd., Argos Ltd.,
Aldi Inc., S24 srl, Marks and Spencer plc, Asda and Poundworld. These companies are mainly
dealing with the food product's services. The competition mainly exists on the basis of the
products, employees and the revenue. All the existing players hold some position in terms of all
these factors.
Iceland Food Ltd. Has approx. 25000 employees which makes it on middle position
among its competitors in terms of employees. It doesn't hold good position in terms of the
revenue. So, it has introducing new strategies and implementing them to increase its position in
the competitive market of UK. It is also planning to change its method of delivery and packaging
to create awareness among customers for environment.
e. Customer's current Attitude
The attitudes of customer keeps changing regularly in UK. So, it is necessary to satisfy
the needs of the customers. Majority of the people in UK prefer Junk Food. So, they have lots of
options of supermarkets from where they can get the junk food like pizza (Guptill, Copelton and
Lucal, 2017). So, according to the demands the company provides the customers with the food
which has delicious taste and are in trend. It is giving more varieties of each category of food.
But, it gives a greater competition as all the food markets are adapting the changes and are
selling junk food. In UK, the more number of people are of age group between 3-19 and they
prefer the food which makes them satisfied without looking at its benefits and drawbacks. The
people of this age group are not at all health conscious so they intake the food having high
calorie and high sugar content.

Iceland Food Ltd. Is providing the services of Junk Food from many years but still is not in
the topmost position in the competitive market. So, it decided to launch a new product and target
the people of different age group to increase its goodwill and to make it unique from the existing
players. It has planned to change the packaging method so that the more number of customers
are attracted towards it. This will also keep the company changing and will increase the overall
productivity.
f. Main Issues and Opportunities
The main goal of the Iceland Food Ltd. is to increase the number of sales thereby
increasing the position in the market in terms of revenue. The main issues and the opportunities
can be analysed only when the company will do a complete research of the market of UK. The
main focus of the research must be on the demands of the customers.
So, the company has analysed that the most consumable food among the people is Pizza.
People of all age groups like to eat pizza (Gbadamosi, 2019). But, nowadays the people are
becoming more health conscious, demanding organic food and are rejecting pizza. Iceland Food
Ltd. Considered it as an opportunity and it tried to induce the health benefits in the pizza and
make it a dietary food.
It implements its strategy in such a way that the people who like pizza will be attracted
along with the diet conscious population. They introduced a new product which they named as
'Diet Pizza'. They are expecting that maximum number of people will be consuming it. The name
Pizza itself attract the customers but does not make any company unique as all the food markets
are selling it. But, to make it good for health, they are making this junk food as a dietary food to
be consumed by majority of the people in UK.
Along with the launching of new product, the company is planning to reduce the use of
conventional plastic bags in the packing process of products. The main issue existing in the
markets of UK is that the people are less aware of the adverse impacts of environment
contamination (Boyland and Harris, 2017). So, Iceland Food Ltd. has changed their method of
packing and started giving products in Bioplastic bags. This reduced use of conventional plastic
and increased use of Bioplastic will not only benefit the environment but also increase the good
will of the company in the market. It expects that till 2015 the company will totally become
environment friendly and will provide all the services and products in eco-friendly manner.

By implementing the above-mentioned strategies, the company expects its growth to be
doubled and will increase its overall sales, productivity, image and progress which are the major
objectives of any company.

REFERENCES
Books and journals
Boyland, E. J. and Harris, J. L., 2017. Regulation of food marketing to children: are statutory or
industry self-governed systems effective?. Public Health Nutrition. 20(5). pp.761-764.
Gbadamosi, A., 2019. Contemporary issues in marketing: Principles and practice. SAGE
Publications Limited.
Guptill, A. E., Copelton, D. A. and Lucal, B., 2017. Food and society: Principles and paradoxes.
John Wiley & Sons.
Kalva, R. S., 2017. A Model for Strategic Marketing Sustainability (Marketing mix to Marketing
matrix). In National Conference on Marketing and Sustainable Development. (pp. 7-
23).
Padel, S., 2017. Introduction to global markets and marketing of organic food. In Deciphering
Organic Foods: A Comprehensive Guide to Organic Food Consumption”(Karaklas I,
Muehling D (Eds) (pp. 187-216). Nova Publishing.
Porral, C.C. and Stanton, J. L., 2017. Principles of marketing. ESIC Editorial.
Tuten, T. L., 2019. Principles of Marketing for a Digital Age. SAGE Publications Limited.
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