Marketing Report: Application of Principles at Venice Bakery

This report provides a comprehensive analysis of Venice Bakery's marketing principles and techniques. It begins with an introduction to marketing concepts, emphasizing their importance in business operations. The report then delves into the application of marketing principles, including market segmentation and the marketing mix (product, place, price, promotion, people, process, and physical evidence). A significant portion of the report focuses on market research, detailing primary and secondary research methods and market analysis techniques such as SWOT, PESTLE, and Porter's Five Forces. Furthermore, the report explores the use of e-marketing strategies, including social media, email, and SMS marketing. The assignment also discusses the importance of target market analysis and presents the findings from a market research study conducted by Venice Bakery. The research reveals customer satisfaction with product quality but identifies areas for improvement in delivery processes. The introduction of a new product, Decorated doughnuts, has been well-received by customers. The report concludes by summarizing the key findings and emphasizing the crucial role of marketing in the success of a business, like Venice Bakery.

MARKETING PRINCIPLES AND
TECHNIQUES

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
TASK 2............................................................................................................................................5
TASK 3............................................................................................................................................6
TASK 4............................................................................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing principles and techniques play a important role in carrying out the business
operations and transactions. It is a essential function that consist of number of interrelated
activities like sales promotion, marketing mix, understanding the customer's behaviour in order
to accomplish final aims and objectives in set time period (Zainuddin and Gordon, 2014). The
report highlights the case of Venice bakery, which is a family business in UK and sells bakery
items that include cookies, bread, pastries, cakes and other confectionery products. The
assignment includes the concept of marketing, importance of market research, E- marketing as
well as applying several market analysis techniques.
TASK 1
Marketing is defined as a management procedure that is concentrated on carrying out
work process by locating demands of consumers and perform functions to satisfy them in
effective manner. There are numerous types of activities that are carried out under this, which
include marketing research, pricing, promotional process, developing communication strategy,
preparation of budget and many others. Hence, the basic objective behind it is to identify the
consumer's needs and work in accordance to satisfy them in market place (Armstrong, Adam,
Denize and Kotler, 2014). For instance, Venice bakery have to perform marketing research
before producing some bakery product. After this, advertisement activities have to be conducted
in order to develop the interest among customers to purchase it. Venice bakery have introduced
Decorated doughnuts for the first time and various promotional activities are performed which
include offering of free samples to customers who visited the bakery. There are other important
activities that are conducted under marketing function which are described below:
 Purchase of raw materials: It is a initial step in which marketer have to make purchases of
basic and raw materials so that final product could be produced.
 Selling function: Sales and marketing are different concepts and involve diverse types of
process that is carried out. Selling involves generating leads for particular goods or
products.
 Effective communication procedure: This is also a necessary activity that is conducted in
marketing process in which producer carry out communication process with their
customers for providing information related to goods or products.

MARKET SEGMENTATION
It is a activity in which whole market place is divided into small groups of customers on
the basis of some common features or characteristics. Every individual is different from others
and therefore, it is necessary to classify them according to their needs and wants so that company
could make their marketing strategies accordingly (Kerstetter, 2011). There are various basis on
which whole market place can be classified that involve according to age group, income, attitude
and interest. Venice Bakery focuses on different age group and produce products or goods
accordingly.
MARKETING MIX
Marketing mix is a model that provide framework to carry out the marketing function. It
consists of 7 components that are described below:
 Product: It is basic item that is produced by marketer and is offered to their customers in
order to satisfy their needs. Bakery offers several products of different kinds and nature
and take decisions related to its design, quality etc.
 Place: There are several branches of Venice bakery hence, number of strategies are
included in it that include customer's accessibility, location, channel distribution.
 Price: It refers to the final price that is paid by customers in return of the product. Venice
bakery offers products at affordable price and make several strategies in relation to it.
 Promotion: It include communication strategies that are adopted by marketer to promote
their product in market place. Hence, bakery could achieve high growth and earn
significant market share.
 People: It involve employees and customers that are included in this component.
 Process: it involve various actions, mechanisms that are adopted to deliver high quality of
services to their consumers.
 Physical evidence: the design and facilities that are delivered by bakery to their
consumers in market place. It involve furniture, ambience and equipments adopted by the
marketer to attract the interest of customers.
TASK 2
MARKET RESEARCH

It refers to the work activity that is performed by marketer to collect relevant data or
information about the focused group of people. This assist the business entity to examine the
behaviour, nature, need, demands of customer so that effective decision can be taken place.
There are several methods through which effective market research is performed and involve
huge amount of activities to be conducted. Its primary purpose is to record the view points of
customers and carry out actions accordingly (Gordon and Gurrieri, 2014).
Aims of research and Market analysis process:
The major aim or objective of research process is to deliver relevant and important
information about various applications used by business entity to their customers.
Market research methods:
Marketing research is performed basically in two ways that include through primary or
secondary sources. Primary market research procedure is conducted through interaction to
focused group of customers that include conducting surveys, interviews, observation,
experimental method and many others. On the other hand, secondary market research is
performed through collecting the information from already collected data that is available in
journal, newspapers, census figures etc. Venice Bakery carry out research process through
survey method as it do not involve high cost.
Market Analysis:
This is a process in which marketer have to study various factors that are present in
business environment and poses direct impact on overall functioning of business entity. It
involve carrying out investigation activities by applying several tools and techniques (Hastings
and Domegan, 2013). Some methods of conducting market analysis are described below:
 SWOT Analysis: To evaluate the strengths, weakness, opportunities, threats of Venice
bakery, it is necessary to conduct SWOT analysis process in which business entity could
determine several opportunities that is available in the market place as well as threats that
will hinder the overall growth and development.
 PESTLE Analysis: This analysis process is conducted to study various external factors
that involve political, environmental, economical, social, technological elements that
need to be consider while carrying out the business activities. This assist the Venice
bakery to take decisions accordingly.

 Porter's Five force model: It is a model that involve analysing the competitive
environment so that sustainable amount of growth and image could be formulated. It
consist of five events that has to be focused upon by the business entity which involve
threat of new entrants, threat of substitutes, bargaining power of customer, industry
rivalry as well as bargaining power of suppliers.
TASK 3
E- marketing
It is a modern or advanced technology that are adopted by business organisation in order
to market their product or services with the use of internet. It is called as web marketing, internet
marketing, digital marketing and online marketing. Hence, all company perform all marketing
function through web methods or e-mails. In order to grow and sustain for longer period of time
Venice Bakery have to adopt E-marketing procedure into their system. Business environment is
dynamic in nature, which keeps on changing with time thus it is required to adopt tools or
techniques of e- marketing. There are number of advantages that are associated with it some are
minimization of operational cost of the company, delivering convenience factor to the potential
buyers and many others (Wood, 2012). There are various methods or tools through which E-
marketing can be performed, some are described below:
 Through using social- media: Through conducting marketing from social media sites like
Facebook, Instagram, YouTube business can gain high competitive advantage as high
market can be tapped at single time. Bakery can adopt this method to create awareness
about new product in customer's mind.
 E-mail Marketing method: This method involve carrying out marketing process by E-
mail process. Under this, database of customers are made and is targetted accordingly.
Product of Venice Bakery is marketed through this method as it do not involve high cost
and at the same time large amount of population is focused upon.
 SMS marketing method: In this type of method company deliver information or relevant
data to their customers on their personal numbers. Proper record of all consumers are
present with business entity. It is a traditional approach of marketing process.
Venice Bakery have to make proper strategies in order to market their products through
online process as there are number of rivalries that are present in market place, there fore it is

indispensable to create distinctive image in customer's mind. As they have introduced, new item
of Decorated doughnuts hence, carry out their marketing process through social media sites like
Instagram, Facebook as more people are concentrated at same time.
TASK 4
It is necessary to analyse the target market so that all work process, decisions are carried
out in this regard. Market analysis is a dynamic procedure in which business have to examine all
factors that are present in environment so that its positive and negative impact can be evaluated.
It helps the marketer to gather all relevant information related to customer's behaviour,
preferences so that decision are formulated accordingly. In order to gain growth and earn high
market share it is essential comply such marketing analysis techniques so that final aims could be
accomplished (Gordon, 2013). Venice bakery utilised primary method of market analysis and is
conducted through questionnaire in which respondents have to fill it which consists of number of
questions. It is not an easy task and involve number of interrelated activities to be performed
while carrying out such process.
While conducting marketing research it is required to find out the purpose, aim that have
to be fulfilled by completion of market research process. The target market of bakery involve
people of age group between 10 to 30 years. On which research is conducted to evaluate the
quality of products that are offered to customers in market place and for this questionnaire is
formed. Clients have presented and share their point of views so that final results can be
interpreted.
FINDINGS
After the market research have been conducted, it has been observed that market research
activity involve cumbersome and interrelated activities that has to be conducted by researcher. It
has been concluded that majority of customers are satisfied with the quality of products that are
offered by bakery. They have given feedbacks that delivery process must be improved as food
items do not reach at correct time period (Lee and Miller, 2012). This is a major finding that
have been find out after conducting market analysis as proper actions will be taken to improve
the work process so that aim of gaining high market share in marketplace can be achieved.
It has also been observed that new item that is Decorated doughnuts is introduced in
market place, people are giving positive response to it. They like the item very much which
results in creation of high demands and is directly linked with earning high share as compared to

its competitors. This finding will assist the marketing team members to make decision in respect
to it so that any improvement in strategies of promotional activity can be improved wherever
necessary.
CONCLUSION
From the above prepared assignment it has been concluded that marketing is a crucial
process that is conducted by every business entity in order to market their products and services
in market area. It highlights the case of small business of bakery that lacks several process of
marketing which is hindering the overall development and are not earning significant amount of
share. Business have conducted marketing research by applying primary method so that
customer's behaviour can be evaluated so that proper decisions regarding any improvements is
made. Apart from it, importance of E- marketing is also included in the project in which several
online methods of marketing is adopted by business.
REFERENCES
Books and Journals
Armstrong, G., Adam, S., Denize, S. and Kotler, P., 2014. Principles of marketing. Pearson
Australia.
Hastings, G. and Domegan, C., 2013. Social marketing: From tunes to symphonies. Routledge.
Gordon, R., 2013. Unlocking the potential of upstream social marketing. European Journal of
Marketing. 47(9). pp.1525-1547.

Wood, M., 2012. Marketing social marketing. Journal of Social Marketing. 2(2). pp.94-102.
Lee, N.R. and Miller, M., 2012. Influencing positive financial behaviors: the social marketing
solution. Journal of Social Marketing. 2(1). pp.70-86.
Gordon, R. and Gurrieri, L., 2014. Towards a reflexive turn: social marketing assemblages.
Journal of Social Marketing. 4(3). pp.261-278.
Kerstetter, K.M., 2011. Investigating high school band recruitment procedures using educational
marketing principles. Journal of Band Research. 46(2). pp.1-59.
Zainuddin, N. and Gordon, R., 2014. Social marketing, value, and behaviour: Some important
considerations.