ATHE Level 5: Marketing Principles and Practice Report on 55DSL

This report provides a detailed analysis of marketing principles and practices, using 55DSL, a clothing brand, as a case study. It begins with defining marketing and its contribution to achieving business objectives, followed by an examination of how external factors influence marketing activities. The report then delves into the elements of the marketing process, including situational analysis, marketing objectives, and strategies. A key focus is on the marketing mix, including product, price, place, and promotion. The report also reviews market segmentation, the positioning of 55DSL's products, distribution methods, pricing strategies, and promotional techniques. It outlines the aims, objectives, and target market of 55DSL, as well as the impact of micro and macro factors. The report concludes with a proposed marketing mix and the implementation of the marketing plan, providing a comprehensive overview of marketing strategies within the context of a real-world business.

Marketing Principles and
Practice

Table of Contents
INTRODUCTION...........................................................................................................................2
TASK 1 ...........................................................................................................................................3
1.1 Define Marketing .................................................................................................................3
1.2 Contribution of Marketing towards achieving business objectives......................................3
1.3 Analyse how external factors influence marketing activities...............................................4
1.4 Elements of Marketing Process ............................................................................................5
1.5 Role of marketing NPO's .....................................................................................................5
TASK 2 ...........................................................................................................................................6
COVERED IN PPT.....................................................................................................................6
TASK 3............................................................................................................................................6
3.1 Review market segment........................................................................................................6
3.2 Positioning of Company's product or services......................................................................6
3.3 Explain how products are distributed ...................................................................................6
3.4 Use of pricing strategy .........................................................................................................7
3.5 Promotional Strategy used by 55DSL...................................................................................7
TASK 4............................................................................................................................................7
4.1 Aim and objective of plan of 55DSL ...................................................................................7
Aim: Their aim is to capture large market share and maximise its profitability and revenues. .7
4.2 Define target market..............................................................................................................7
4.3 Impact of micro and macro factors ......................................................................................7
4.4 Proposed Marketing Mix.......................................................................................................8
4.5 Implementation of Plan ........................................................................................................8
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................1

INTRODUCTION
The term “Marketing” refers to the social process via which companies and individuals
obtain what they desire and need through exchanging and developing values with each others. It
mainly focuses on establishing strong customer relationship by providing them products or
services that effectively satisfies their wants. In simple words, it means promoting firm's product
at large level through advertisement, sales promotion, publicity and public relation (Ballantyne
and et. al., 2011). It is mainly responsible for anticipating, identifying and satisfying the
requirement of potential buyers profitably. This report is based on 55DSL which is mainly deals
in selling female and male clothes all across the globe. This assignment talks about the
contribution of marketing, elements of marketing process and marketing mix, impact of
technology on marketing, pricing and promotional strategies and lastly impact of micro and
macro factors on marketing activities.
TASK 1
1.1 Define Marketing
Marketing is used by business enterprise in order to create, maintain and satisfy the needs
and wants of potential buyers. In simple words, it means promoting or advertising company's
product or services via advertising, publicity, sales and public relation. This concept states that in
order to achieve organizational objectives, it is necessary for firm to anticipate the multiple needs
and wants of target audience and fulfil them in a better and effective way as compared to its
competitors. According to American Marketing Association, it can be defined as set of activity
and processes for developing, communicating, exchanging and delivering offering that creates
value for partners, society, clients and customer at large. It is an ongoing process that builds
strong relationship with potential buyers over a period of time.
1.2 Contribution of Marketing towards achieving business objectives
Marketing does not means selling company's product or services in the market place. It
refers to an art of presenting or selling goods and services to potential buyers that satisfies their
multiple needs and demands. Since it is concerned with all requirement that deals in satisfying
clients, marketing management considered as an important part of organization towards which
every personnel works (Barr, 2011). Basically it anticipates likes and dislikes of target customer
that enables the firm to manufacture product as per their requirement. 55DSL deals in selling

both male and female clothing. They can use marketing tool in order to promote and attract the
large number of customer that results in increasing their profitability and revenues. With the help
of marketing, referred firm can evaluate the needs and preferences of customer so that they can
modify their product and fulfil their requirement in an effective and efficient way (Blau, 2015).
Also via marketing, they can aware consumer about their new product, build strong relationship
with them, increase in their growth and revenues and multiple lead generation.
1.3 Analyse how external factors influence marketing activities
Activities of marketing can affected by various external factors which are in the form of
economic, competitor, market dynamic, technological change etc. These adversely affect the way
in which company is currently promoting and advertising its product or services. All these
factors are possessing significant effect on the success and growth of marketing campaign.
Therefore, it is advisable for every organization to consider these factors while taking decision
related to marketing. Below mentioned are the detailed description of external factors that affects
the marketing activities of 55DSL are as follows:
1. Economic Environment: It deals with identifying the demand for product or services. For
instance, during recession 55DSL is required to determine the demand for its products
and then produce accordingly. This reduces the chances of high inventory cost. Also they
are required to continuously track the likes and dislikes of buyers which are keep on
changing rapidly.
2. Competitors Actions: 55DSL are require to monitor their rivals performance, For
instance, competitor of referred firm is using social media platform for promoting their
product which 55DSL is not using. As a result, this decrease the sales and profit figures
of referred firm and increase the same for competitors.
3. Marketing Dynamics: Market dynamics deals with market growth, segmentation and size.
Any change in these factors influence the objective of marketing. Thus, 55DSL is require
to adapt or change themselves as per the marketing dynamics so to gain higher revenues
or profit.
4. Technological Change: 55DSL are required to consider all factor related with
technological advancement and innovation while preparing marketing objectives (Ferber
and Winkler, 2013). For instance, they can create their own websites, taking customer
feedback via online.

5. Social and Political Change: Any change in legislation has an adverse impact on
marketing opportunities. Thus, referred firm are required to taken into consideration all
such laws and regulation that supports the welfare of customer and society.
1.4 Elements of Marketing Process
Various Element of marketing process are described as follows:
1. Situational Analysis: It serve as a base of marketing plan. In this 55DSL are required to
determine the factors that affects its business operation and performance (Brealey and et.
al., 2012). It mainly includes SWOT analysis, Pestle framework, Stakeholder analysis
and Porter five forces model. With all these models or framework referred firm can easily
determine micro and macro factors affects their business operation.
2. Marketing Objectives: These are generally the goals of company that focuses on
earning higher revenues by satisfying the needs of customers. These objective should be
related to company's mission and vision statement. This mainly shows how an enterprise
will get benefit from various marketing tools. 55DSL are required to defined their
objective as per SMART rules which mainly include specific, measurable, attainable,
realistic and time-frame. For example: Increase the sales of skinny jeans by 20%
3. Marketing Strategy: Strategy can be defined as long term plan that firms makes in order
to attain business objective. For formulating effective strategy company are required to
follow STP approach in which :
S- Segmentation
T- Targetting Group
P- Positioning
4. Marketing Mix: It is a combination of 7 tactics that works collectively and effectively
towards attaining marketing and business objective. It includes product, price, promotion,
place, physical evidence, process and people (Coduto, 2015).
5. Implementation and Control: It mainly covers or depicts the result of marketing
planning. At this manager of 55DSL monitor whether all activities are executing in an
appropriate manner or not.
1.5 Role of marketing NPO's
NPO's are using marketing tool in order to markets or promotes their work which they
done for the welfare of people and society. Here the purpose of marketing is to create awareness

among people and to gain support from public in terms of financial support. Such types of
companies determine the need of others and provide assistance in terms of donating time, money
or services. Like any other company, NPO's also use different marketing channels in order to
aware customer about issues related with society, welfare, environment etc.
TASK 2
COVERED IN PPT
TASK 3
3.1 Review market segment
55DSL has segmented their market on the basis of various factors which are described as:
Geographic: They are operating their business in Italy, Switzerland and Balerna.
Demographic: Their target group includes young generation and adults. As they deals in selling
20th century product, it turns out as an advantage for them as they can include adults as well.
Teenage will buy their product considering them as fashion statement (Tricker, 2015).
Psycho-graphic Segmentation: 55DSL segmented their market as per the lifestyle of target
audience. They analyse the purchasing and buying power of customers.
Behavioural Segmentation: Under this, 55DSL observe the behaviour of target market in
context of frequent purchasing or attitude towards product or services.
3.2 Positioning of Company's product or services
Positioning means the image that company holds in the mind of consumer and to
differentiate themselves from rivals. Basically it means what position company holds among
customer, investors and competitors. It is important for every firm to describe about its product
and its specification in order to gain high competitive advantage (Moriarty and et. al., 2015).
55DSL is holding the image of selling 20th century jeans in the modern era. They are mainly
bridging the brand gap between fashion and urban culture.
3.3 Explain how products are distributed
Place is considered as the main components of Marketing Mix. It means how companies
are selling their product or services in the market place. In order to increase sales and
competitiveness, businesses are required to have specific strategy for distribution that maximises
its profits or revenues. 55DSL is mainly selling their product by following ways:

 Retail Outlets
 Wholesalers
 Online Sale
 Catalogs and Direct Mail
3.4 Use of pricing strategy
Good and effective pricing strategy assist the company in determining the cost price that
ultimately increase the profit or revenues on sales its goods or services. While fixing price,
manager of 55DSL is require to consider various factors related with distribution cost,
competitor offering, production, customer base and positioning strategies. 55DSL is mainly
using economy pricing and bundle pricing strategies (Parrish, 2010).
3.5 Promotional Strategy used by 55DSL
55DSL is mainly using following promotional techniques that enables them to take the
advantage of higher sales and revenues are as follows:
 Print Media(Newspapers, Magazines, Brochures, Leaflets)
 Electronic Media(Television, Radio)
 Social Media Platform such as facebook, instagram, snapchat
TASK 4
4.1 Aim and objective of plan of 55DSL
Aim: Their aim is to capture large market share and maximise its profitability and revenues.
Objective: Their objective is to introduce the trend or fashion of early late century in the modern
era. It bridges the brand gap between fashion and urban culture.
4.2 Define target market
The target market of 55DSL includes both young and adult. As they mainly sells products
of 20th century which attracts the interest of adults as they are able to wear product of their era
(Stroke, 2015). In case of young generation, they treat their product as latest fashion statement or
trend.
4.3 Impact of micro and macro factors
Both internal and external factors influence the functioning and performance of business
enterprise. Internal factors mainly includes employees, management whereas on the other hand

External factors includes political, social , environmental, legal, competitors, suppliers, investors,
customers etc. All these factors directly or indirectly influence the performance and functioning
of 55DSL.
4.4 Proposed Marketing Mix
Product: 55DSL deals in selling both men and women
clothing range.
Price: They are selling their clothes by following
economical and bundling pricing strategies.
Place: They mainly covers the area of Italy,
Switzerland and Balerna
Promotion: They promote their product via online
shopping websites, print media, social
networking media etc.
4.5 Implementation of Plan
Lastly their marketing manager needs to monitor that all marketing activities should carry
out in an effective way, If they found any error they can measure it via constructive control. It is
important that all above mentioned activities should execute in a proper and systematic manner
in order to avoid any error and variation(Wilson, 2012).
CONCLUSION
As per the above mentioned report it can be concluded that marketing plays an important
role towards achieving the firm's objective and goals in an effectual manner. Marketing bridges
the gap between customer and company by providing them product or services as per their likes
and dislikes. Marketing and Promotional Mix enable the firm to gain the benefit of high
competitiveness level and maximise their revenues and sales figures.

REFERENCES
Books and Journals
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Pearson Higher Ed.
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Cunningham, F. and et. al., 2014. Williams Obstetrics, 24e. Mcgraw-hill.
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criteria towards an assessment based on organic principles. A review. Agronomy for
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Goeldner, C. R. and Ritchie, J. B., 2012. Tourism: principles, practices, philosophies (No. Ed.
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Jobber, D. and Ellis-Chadwick, F., 2012. Principles and practice of marketing (No. 7th).
McGraw-Hill Higher Education.
Kasap, S. O., 2013. Optoelectronics & Photonics: Principles & Practices: International Edition.
Pearson Higher Ed.
Moriarty, S. and et. al., 2014. Advertising: Principles and practice. Pearson Australia.
Parrish, B. D., 2010. Sustainability-driven entrepreneurship: Principles of organization design.
Journal of Business Venturing. 25(5). pp.510-523.
Tricker, R. B. and Tricker, R. I., 2015. Corporate governance: Principles, policies, and
practices. Oxford University Press, USA.