Marketing Principles and Techniques Report: 69b Boutique Analysis

This report provides a comprehensive analysis of the marketing principles and techniques employed by 69b Boutique, a clothing and accessories retailer in London. It begins with an introduction to marketing and its core concepts, including the marketing mix (4Ps) and market segmentation. The report then delves into market research methods, including primary and secondary research techniques and various market analysis tools such as PESTLE, SWOT, and competitor analysis. It also explores e-marketing strategies, including social media, email marketing, and website management. The report concludes with a SWOT analysis of 69b Boutique and highlights key learnings from the research, emphasizing the importance of understanding customer needs and adapting to the competitive fashion industry. The report suggests business expansion to improve customer reach and increase profitability.

Marketing Principles and
Techniques

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1 :- Marketing.......................................................................................................................1
TASK 2 :- Marketing Research ......................................................................................................2
TASK 3 :- E-Marketing...................................................................................................................4
TASK 4 :- Learnings........................................................................................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Marketing is the concept through which products and services offering by the company
move from the concept of customers (Lees-Marshment,2014). Mainly it done with the
coordination of 4P's such as product, price, place and promotion as well these are known as
marketing mix tools. It is based on the thinking of business and owners which is formed in
relation to fulfilling customers need and wants. Moreover marketing is formed for providing
satisfaction to customers because without this no company can sustain in business environment
for long duration. This assignment is based on 69b boutique which is situated in London and
offering men's and women's both clothes as well accessories. Below mention report explain
entire marketing program of the respective boutique which help them in reaching to customers
and fulfil their needs and wants.
TASK 1 :- Marketing
Marketing – Marketing is set of activities, instruction, procedure of creating,
communicating, delivery and exchange offerings which have value of customers, partners,
society at large level. In simple words it can be said that marketing is the process through which
enterprise create interest of customers in goods and services offering by them. It generate
strategies like business communication and development, sales techniques along with this
company can build strong relation with their customers and also create values. For 69b Boutique
marketing is important because it will help them in attracting more and more customers which
increase their sales and profit ratio (Lilien,Rangaswamy and De Bruyn,2013). Company can also
use digital marketing tool and techniques such as social media, E-Mails and several other.
Boutiques is not too much popular so with the assistance of marketing they can become more
popular and famous in London.
Market Segmentation – Market segmentation is the procedure of dividing customers into
different segments and groups on the basis of some specific characteristics. Thus, there are
several numbers of groups who are sharing similar characteristics and generally more than one
common aspects are finned in them. This is one of the most effective tool which assist marketer
to cater their targeted customers (Spotswood and et.al., 2012). Market segment make easy to
personalise their campaign, for grouping similar customers Along with this, it can also target
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customers in cost effective manner. There are four types of market segments in which 69b
Boutique can divide their customers:-
 Demographic Segmentation – This segment use variables such as age, gender, family
size, occupation, income, nationality and religion for dividing their customers in different
segments.
 Behavioural Segmentation – It is the segment which divides the population on the basis
of their buying habits, decision making, behaviours and usage.
 Psychographic Segmentation – Psychographic segment is that which includes lifestyle
of peoples, activities, interest and opinions for dividing customers in it. Geographic Segmentation – In this customers are divided on the basis of their
geographical area . This divides customers as per their location in which they are living.
Marketing Mix – marketing mix is the set of tactics or actions which is used by company for
promoting their brand and products in market area. It includes 4P's product, price, place and
promotion. Now a days competition is increasing because of that some more P's are included in
this such as packaging, positioning and people. Description of 4P's is given below:-
 Product – This is related to the items such as clothes and accessories which is sold by
69b Boutiques. Main motive of delivering product is to satisfy needs and wants of
customers. This can be tangible, intangible and can be in the form of goods and services.
But it must be ensure by enterprise that it should be according to needs and wants of
customers.
 Price – It is simply the amount of products which is pays by customers for consuming or
enjoying it. Price is important part of marketing mix because it determine profit and
survival of business (Geissler,, Edison and Wayland, 2012). While setting the price of
product three major pricing strategies can be taken in mind such as: market penetration,
netural and market skimming.
 Place – It includes the area in which 69b Boutique have to sell their goods such as
clothes and accessories. Place must be accessible or in the reach of potential customers.
 Promotion – This is used for boosting brand and recognition of sales. Promotion is
comprised of different elements such as: public relation, advertising, sales promotion and
sales organisation.
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TASK 2 :- Marketing Research
Aims and market analysis.
When any of firm gets establish in market they have a certain aims for which they
perform various task and activities to attain that particular aspect in great way. A Modern Society
clothing shop also have some of aims as:
 Modern Society also thinking to use modern techniques to identify about there customers
and in which market basically they are operating to attain a better market competitiveness
(Burchell, Rettie and Patel,2013).
 To manipulate perception of people towards cloth of modern society as they provide an
quality product to large market.
 To earn a good amount of profit which can help entity to expand there business too in
right prospect.
Market Research Method.
To conduct a research in market there are variety of methods available with firm that can
help them to cover large market to collect an important information and data. A research is
classified into two segment i.e. primary and secondary research.
Primary research:- This research method make company to gain information for the first
time as never data and facts is being collected. Therefore, ways through which it can be collected
as Surveys, Focus Group, Interviews and having an observation etc.
Secondary method: It simply means to act as seeking an existing research and data. It is
that which do involve books, journals and UK census data etc. Hence, this is considered as best
method as it is less expensive and quick to use as well because no sorting is required in this
particular section.
Primary Method can be used by company as survey and observation power can help in
effective manner to modern society to corrective steps towards there aims and conducting
research over particular thing can help them to collect an needed information and data as well.
Market Tools and techniques.
Variety of tools and techniques are there in market for marketing department to analyse
as which could be better for enterprise to work in right manner, even this could make them to
perform there working in right contrast. Various tools that can be use by researcher for modern
society to analyse market are as:
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 PESTLE Analysis
 SWOT Analysis
 PORTER's FIVE FORCES
 PORTFOLIO Analysis
 COMPETITOR Analysis
These tools can manipulate company to bring in a effective strategy and decision which
could help them to perform there working and can attain a perfect competitive analysis in right
context. Even though, these analysis are considered as main aspect and used by firm too so as to
formulate a proper policy and procedure by 69b Boutique.
TASK 3 :- E-Marketing
E- Marketing :- Electronic marketing is also known as online, web, digital and internet
marketing. It is the through which company can market their goods and service by using internet
but it not only includes internet, but also done with the help of e-mail and wireless media. E-
marketing use several tools and techniques which help individual in connecting with their
customers. Thee are several tools and techniques of the same which is used by 69b Boutique :-
 Social Media – This is an type of communication channel through this company can
directly contact with their customers. These includes Facebook, Twitter, Google Plus,
LinkedIn, YouTube and Instagram. Respective boutique can provide information to
customers and also build reputation in market area (Calco and Veeck,2015). Target
different categories of [people easily and identify their needs and wants also.
 Email marketing – This is easiest and less expensive way of doing marketing. Through
this enterprise can easily provide information to their target customers about their
existing and new launching goods and services.
 Website – It is also a form of E-marketing because website includes address of firm,
contact detail, products images with price, details about goods they are offering. This is
more attractive way of doing marketing.
Ways of managing online image – there are several ways through which company can build
their online image in market. Explanation of these are given below:
 Use digital channels to establish presence – Public relation and marketing both are
different from each other. For building online image of boutique they have to use digital
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marketing channels. It includes social media which assist in building brand image or
reputation online.
 Look for common threads in success stories – It is not possible that every technique of
building online image can give immediate actions. They require observations and
whatever the common threats where facing by every administration during online
building image should be kept in mind while framing marketing process.
 Commit to consistency – For building reputation with the help of online there is
requirement of consistency. Without continuous focus nothing can be achieved properly.
TASK 4 :- Learnings
SWOT analysis:-
 Strength – Unique fabric which is used by 69b Boutique is their strength. The products
they are delivery in market of London is not easily find in other boutiques. Through this
they can compete with their competitors in better manner.
 Weakness – This is small scale business thus they don't have much finance to implement
latest technology in their business (Hair and et.al., 2012). Along with this resources
which is important for meeting day to day activity is not appropriate in amount.
 Opportunity – Best opportunity of the same boutique is that they can expand their
business in several other cities and can also in more areas. Which help them in increasing
sales as well in profit maximisation also.
 Threats – Entrance of more and more companies is major threat of 69b Boutiques which
is facing by them. Because fashion industry is large in nature and having huge
competition.
Target audience of the same organisation is chosen according to behavioural segment
because in purchasing of clothes there is required of identifying buying habit of customers, taste
and preferences.
After conducting research I find that major issue through which company ongoing is that
their store is not in the reach of every customers. Thus, they have to expand their business in
more cities for satisfying need and wants of customers. Because products offering by them is
unique in nature if they open their more stores than have chance they can generate more and
more profit and can grab customers from whole market.
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CONCLUSION
The above report had concluded that marketing principles and techniques are those
practices which are helpful to carrying out various promotional activities properly. These
activities provide support to make people aware about product or service so that people get
attracted towards goods. Marketing mix should be observed and analysed several factors like
product, price, place, promotion, people, people and physical evidence. Marketing research is
necessary to be conducted for know about actual needs and demands of clients strategies of
competitive firms and current fashion of market in appropriate manner. Determining of
requirements of people is helpful to manufacture desired goods to attain satisfaction to customers
properly. E- marketing can be utilised by small firms to improve image of brand and grab more
market share successfully.
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REFERENCES
Books and Journals
Lees-Marshment, J., 2014. Political marketing: Principles and applications. Routledge.
Lilien, G.L., Rangaswamy, A. and De Bruyn, A., 2013. Principles of marketing engineering.
DecisionPro.
Spotswood, F. and et.al., 2012. Some reasonable but uncomfortable questions about social
marketing. Journal of Social Marketing, 2(3), pp.163-175.
Hair, J.F. and et.al., 2012. An assessment of the use of partial least squares structural equation
modeling in marketing research. Journal of the academy of marketing science, 40(3),
pp.414-433.
Geissler, G. L., Edison, S. W. and Wayland, J. P., 2012. Improving students' critical thinking,
creativity, and communication skills. Journal of Instructional Pedagogies, 8, p.1.
Burchell, K., Rettie, R. and Patel, K., 2013. Marketing social norms: social marketing and the
‘social norm approach’. Journal of Consumer Behaviour, 12(1), pp.1-9.
Calco, M. and Veeck, A., 2015. The markathon: Adapting the hackathon model for an
introductory marketing class project. Marketing Education Review, 25(1), pp.33-38.
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