In-depth Report: Marketing Principles, Practice & Huel Case Study

This report provides a comprehensive overview of marketing principles and practices, using Huel, a meal replacement company, as a case study. It explains the different elements of the marketing mix (Product, Price, Promotion, Place, Process, People, and Physical Evidence) and how Huel utilizes each element in its strategy. The report also discusses methods of segmenting markets, including demographic, socio-economic, geographic, and psycho-graphic segmentation, and evaluates the benefits of market segmentation. Furthermore, it analyzes different methods of researching a market, such as primary and secondary research, as well as qualitative and quantitative research approaches. The report also highlights the impact of current technology, particularly social media and mobile marketing, on marketing activities. It concludes by emphasizing the essential role of marketing in creating awareness, maintaining customer relationships, boosting sales, and providing business insights.

Marketing Principles and
Practice

Table of Contents
 Introduction
 Understand the principles of marketing
 Explain the different elements of the marketing mix
 Explain methods of segmenting markets
 Evaluate the benefits of segmenting markets
 Analyse different methods of researching a market
 Explain how current technology impacts on marketing activity
 Conclusion
 References

Introduction
 Marketing principles are the agreed upon marketing ideas which an organisation utilise for an
effective marketing strategy. These are principles in which the organisation create product
promotion strategies. Huel is taken as base company. Huel is a meal replacement which is
available in the form of liquid, grain or powder. The first product is made up of pea proteins,
sunflower, coconut oil MCT's and many more with several dietary supplements. Also half of its
products are sweetened with the help of sucralose and half sweetened with stevia. This
organisation was established by Julian Hearn and James Collier in 2014, headquartered in UK.

Explain the different elements of the
marketing mix
 Marketing mix is a marketing tool used to a company utilize to promote its
product or services in the marketplace. Market mix is made up of 7P's which includes
Product, Price, Promotion, Place, Process, People and physical evidence.

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 Product Strategy:
This marketing strategy refers to the development and design of products according to customer's
demand and needs. Huel was established in the year 2014 in Aylesbury, England. The company offers
variety of food replacement that contains all essential vitamins, minerals, protein, fats, carbohydrates,
fiber and phytonutrients. The products the company offers are made from plant based ingredients such
as rice, flexseed, peas, oats and sunflower and are available in range of products that includes Black
Edition, Powder, Hot & Savory, Complete Protein, Bars and Ready-to-drink. The main purpose of this
company is to produce products which are nutritional and affordable for customers with minimum
impact on environment as well as animals.

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 Place strategy:
This strategy helps a company in determining the right place for its product from where it can become easily
available to the customers. Huel is present all across UK offline as well as online. The company also serves in
international market in approximately 80 countries, customer base also increases and around 1.5 million people are
consuming products of Huel. The annual turnover of the company is approximately £40 million.
 Promotion strategy:
This strategy involves the increasing of sales by attracting customers through effective promotions. Huel promotes
its products through social media platforms such as Facebook, Instagram and Twitter which provides a direct
exposure of products to customers. The company also offers a variety of discounts or coupon codes on its products
such as voluntary discounts on all products, sign up discount of approximately 10%, military discounts, student
discounts, medical discounts and many more.

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 Pricing strategy:
The market price of a product which makes it affordable for the customers comes under the
pricing strategy. Huel follows a competitive pricing strategy because of the increased competition in
market and customers have more options to choose from. It also faces competition from Ample V as it is
providing products on much less price than Huel.
 People:
As people of today's world are becoming more conscious about their choices of food causing an
impact on environment and it seems vegan diets are the only solution of this issue. And the targeted
customers of Huel is vegan people, it makes easier for the company to generate interest and attract people
towards the products.

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 Process:
Huel believes that each raw material of its products must go through processing in order to maintain quality,
nutritional value and consistency. Once all the products are converted into powder, they are sent for final sieve
and metal detectors. After product's quality and taste checks, they are forwarded to packaging department form
where products are dispatched in the marketplace.
 Physical Evidence:
The bottles that Huel uses to pack its products are made up of plastic and are around 51% recyclable.
There are other materials also which the company uses to pack its products such as Aluminium cans, Cardboard
bottle, Tetra Pack and Bioplastic. Customers could buy products from offline stores as well as on its online
website.

Explain methods of segmenting markets
 Market segmentation is the procedure for dividing the target market into small groups.
This divides the customers and audience into small entities which share the same
characteristics such as location, needs, interest and many more. The main purpose of
market segmentation is to determine the distinct entities within the audience so that
they would be able to deliver target message for them.

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 Demographic: Demographic segmentation is the dividing of customers on the basic of traits such as
age, family size, education and so on.
 Socio-economic: Socio-economic segmentation is the division of market as per the combinations of
income and occupation. Each and every socio-economic entity has wide sharing of characteristics
which infer lifestyle, level of disposable income and taste. It has different socio-economic group
such upper middle class, middle class, lower middle class and working class. The selected
organisation chose focuses on lifestyle as products of Huel would help in losing the weight.

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 Geographic: Geographic segmentation is splitting up of market based to its location.
The location of a customers could comprehend the needs and enables organisation to
send location specific advertisements. In this category, the customers are divided on the
basis of state, country, postcode, urban, rural and so on.
 Psycho-graphic: Psycho-graphic segmentation is the procedure of developing clusters
of consumers which share same characteristics and grouping them together which is
based on their interest, values, social class and so

Evaluate the benefits of segmenting
markets
 Improve campaign performance: Market segmentation assists organisation in improving the
performance of the marketing campaigns by helping them to target the right set of individuals with
the appropriate message at the time. This enables the organisation to get knowledge about their
audience so that they could better tailor with the needs and preferences.
 Informs product development: Market segmentation could assists organisation for developing
products which fulfil the requirements of their customers.
 Reveals areas to expand: Market segmentation supports organisation to determine the
segmentation of the audience that they are not able to reach to the marketing efforts and the,
expands into a new market.

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 Improves business focus: Marketing segmentation help s in concentrate on the efforts
which would allow them to introduce their brand identity as well as specialise in certain
category of a commodity.
 Determining market opportunities: Marketing segmentation enables to determine the
market opportunities. The organisation could study the needs of each divisions in the
context to the offering which is provided by the rivals. From the study, the organisation
would be able to find the present satisfaction of the consumers.

Analyse different methods of researching a
market
 Primary, secondary: Primary research refers to that research that includes the collection of
original information related to particular research project. When primary research is done, the
researcher collects details first hand. The organisation could conduct such research inn order to
know about the taste and preferences of the customers. They could use survey which is a type of
primary research in which the individuals are asked some questions which would be based on
beliefs, attitudes, emotions and behaviour.
 Secondary research is a type of research in which the researcher relies on the existing research
rather than gathered data. It is less expensive and time efficient as compared to primary research.

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 Qualitative/quantitative: Qualitative research deals with words and meanings while
quantitative research is a type of research in which it deals with the statistics and
numbers. It includes methods such as interview with open ended questions, literature
review and many more. Quantitative research is used to comprehend the thoughts or
concept and could enables the selected organisation to gather in depth insights in a
certain topic. Quantitative research is utilised to test or confirm theories and
assumptions. It includes methods such as observations, experiments and so on.

Explain how current technology impacts
on marketing activity
 Social media: Social media is a powerful tool which is used by almost every organisation for
marketing of itself and their product. The selected organisation uses social media heavily for
marketing such as Facebook, Instagram, Twitter and so on. They post various content which is
in the form of picture, video, GIF and many more. They also post status and stories on
Facebook and Instagram in order to engage with their customers by asking question,
conducting polls and so on. The organisation could use social media influencer. Social media
influencer are those individuals which has large number of followers on social media and
share their experiences of a product or service. This would help the customers in getting to
know about the product, advantages, side effects of using or consuming and so on.

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 Mobile marketing: Mobile marketing is the marketing and advertising to those
individuals who uses smartphones and tablets. The could use SMS marketing in which
they could send text which could be related to new product which is being launched, or
any discount or offer and many more. This is an effective strategy as many people read
message and respond quickly. They could also use location based marketing in which it
utilises GPS functions which would help the organisation to represents the promotions
and other relevant contents as per the locations of the customers.

Conclusion
 From the presentation, it can be concluded that marketing places an essential role in the
organisation to create awareness about the company as well as its offerings. Marketing
allows businesses to maintain a long tern relationship with the audience. This also work
as a communication tool which is used by organisation to inform customers about
things such as new product, discount or coupons and so on. Along with this, marketing
helps organisation in boosting of their sales and also provide insights about the
business.

References
 Amiel, P. and Powers, M., 2019. A Trojan Horse for marketing? Solutions journalism in the French
regional press. European Journal of Communication, 34(3), pp.233-247.
 Brychkov, D. and Domegan, C., 2017. Social marketing and systems science: past, present and
future. Journal of Social Marketing.
 Norouzi, H., Darvish, F. and Nasri, R., 2019. Impact of marketing capabilities in the field of export
and innovation capabilities on the dimensions of export performance by
moderating role of dysfunctional competition (case study: handicrafts and arts). Journal
of International Business Administration, 2(4), pp.97-119.