Marketing Principles Report

This report covers various aspects of marketing principles, including the marketing process, benefits and costs of marketing orientation, environmental factors influencing marketing decisions, and strategies for product development. It also analyzes the marketing mix for Vodafone UK and HSBC, highlighting their approaches to segmentation, targeting, and positioning. The report concludes with insights into the differences between domestic and international marketing.

MARKETING PRINCIPLES

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................3
1.1 Explain the various elements of marketing process..............................................................3
1.2 Analyse the benefits and cost of marketing orientation of an organisation..........................4
TASK 2............................................................................................................................................5
2.1 Describe micro and macro environmental factors which influence marketing decisions.....5
2.2 Propose segmentation criteria used for products in different markets..................................6
2.3 Choose target strategy for a selected product.......................................................................6
2.4 Demonstrate how buyer behaviour affects marketing activities in different buying
situations.....................................................................................................................................7
2.5 Propose new positioning for a selected product/ service......................................................7
TASK 3............................................................................................................................................7
3.1 Explain how products are developed to sustain competitive advantage...............................7
3.2 Distribution strategy..............................................................................................................8
3.3 Pricing strategy......................................................................................................................9
3.4Promotional activity...............................................................................................................9
3.5 Analyse additional element of extended marketing mix.....................................................10
TASK 4..........................................................................................................................................11
4.1Plan marketing mix for two different segments in consumer markets for Vodafone UK. . .11
4.2 Difference in marketing products or services to business rather than consumers for
Vodafone UK............................................................................................................................12
4.3 Difference of international marketing from domestic marketing.......................................12
CONCLUSION .............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing is that procedure in which company deliver a product or services in the target
market by adopting the effective approach. Therefore, there are various type of marketing
approach that includes such as marketing research, STP ( Segmentation, targeting and
positioning) and also marketing-mix (Jobber and Ellis-Chadwick, 2012).. In the research project
there are is a mainly discussion on internal and external factors that are directly affecting the
business. Thereafter, there is a also discussion on marketing-mix of Vodafone UK and HSBC.
TASK 1
1.1 Explain the various elements of marketing process
Greenwich Leisure Limited adopts the marketing process that helps them in understand
the expectation of a customers that helps them to attain their requirement in most effective
manner. Thus, there are various aspects of marketing process that helps the company to
effectively capture the target market in most desired manner. These are as describe as follows-
 Situational Analysis- It is the primary stage of marketing process through the Company
can effectively analysis the condition in the workplace. It helps them to finding out the
strength and weakness of a company that are achieve through adoption of SWOT
Analysis. Thus, it facilitates the organisation management to evaluating their internal and
external factors that affecting the activities or operations of a firm. In regard to this, the
cited company evaluating the major environmental factors that directly impacting the
firm's activities and operations (Parker and et, 2011). The main purpose of analysis the
company activities as well as functions and also able them to understand the company's
target market and also their market position in the UK. Thus, it able them to know the
market opportunities and also understand the weakness as well as to understand the
threatens that affect the firm.
 Marketing Strategy- It is the second stage of a marketing process through which the
company able to understand their strength as well as weakness. Accordingly, they able to
adopts the effective marketing strategy that helps them to capture a wider market and
enhance customer base in most effective manner. Greenwich Leisure limited adopts the
market segmentation, targeting and positioning strategies and also marketing-mix
strategy. Thus, the Company implement the marketing-mix strategy in the target market

that helps them to capture a large market share and enhance customer base in desired
manner. In regard to this, it is necessary for the firm to first adopts the market research
through which they able to understand the needs and desire of a customers. Thus, there is
a needs to segment the United Kingdom market and targeting the only one single market
among demographic, physiographic, geographic and sociographic segmentation.
Therefore, the marketing-mix strategy implement in one single market segmentation in
which they make positioning in that market by delivering a unique products. Marketing-mix decisions- The Greenwich Leisure limited applied the marketing-mix
strategy in the target market that attain the marketing objectives in most effective manner.
There are various aspects of marketing-mix that are describe as follows-
Product- The Greenwich Limited company offer a healthcare products or service in the target
market by attracting a large number of customers.
Price- Greenwich Limited adopts the premium pricing strategy for the purpose of capturing the
market share through deliver a high quality of products or services in the target market.
Promotion- The cited Company adopts the modern technology such as social media websites
such as Facebook, Twitter and Instagram etc.
Place- The cited Company adopts the distribution strategy in they choose only one channel in
which they sell products or service in the target market directly. They adopts retailer and whole-
seller intermediaries distribution strategy in which they deliver products indirectly to the
customers.
 Implementation & Control- It is the last stage of marketing process in which the
company implementing the marketing mix strategy in the target market such as UK.
1.2 Analyse the benefits and cost of marketing orientation of an organisation
Marketing-orientation that are mainly focus on delivering the products or services
according the customer's desires and preferences. The cited Company adopts the market-
orientation approach in which it incur both cost and benefits. These are describe as follows-
Benefits Customer advantages- In the market-orientation approach it requires deep marketing
research for the purpose of understanding the customers desires. It able them to capture a
high market share that enhance the sales and attain the objectives in most effective
manner.

 Competitive advantages- The advantages of marketing-orientation approach in which the
opt the competitor strategy through which they able to capture a high market share in
most desired way ( Forsgren, 2015). The benefits they get from the market-orientation
approach in which they establish the high quality of goods or services that helps them to
beat the competitors.
Cost
 Expensive- In the market-orientation approach in which the cited company conduct the
market research in which the spend a huge amount of money on it. Therefore, they spend
a money on traditional marketing strategy in which they spend on advertisement such as
Magazines, Newspaper, billboard and print media etc.
TASK 2
2.1 Describe micro and macro environmental factors which influence marketing decisions
There are various factors that influence in marketing decisions. These are micro
environmental factors and macro environmental factors. In micro environmental factor there are
various factors which influence in marketing decisions. These are as follows:
 Customers: they are those people who purchases the products and services. By satisfying
needs and demand of them they plan and takes decisions. HSBC banks provides valuable
policies as per the accordance of the customer's. They satisfy their needs and wants.
 Employee's: they are the one who is hired by another to perform and gives their services
by taking wages or salaries. They help in taking decisions by their performance to
increase the businesses and These plays a most important role in banks like HSBC etc.
 Government: Everywhere, all works as per the accordance with the rules and regulations
of the government. Government invents new policies and procedure so that we can take
decisions. In HSBC banks every types of rules and policies prepares as per the
accordance with the government.
And as per macro environmental factors, prepare a pestle analysis. Under this political,
economical, social, technological, environmental and legal all the aspects are considered. These
are most helpful in taking decisions. They help us to give all the aspects so that we can satisfy
the wants and needs of the customers successfully. And takes decisions successfully.

2.2 Propose segmentation criteria used for products in different markets
Wants and needs very from consumer to consumer. Or else we say that different consumer buy
different goods and services. So meet the needs of different consumers, organisation identify the
group of people of same wants and needs and fulfil their wants. According to research 20% of
people buys 80% of goods of a certain brand And remaining 80% of people buys 20% of the
goods of a certain brands. So market is divides in different segment and fulfilling the needs of
Every consumer. So they segment them as per money, sex, age etc. are in different market.
Marketers use in segmentations in criteria such as geographic, demographic, socio economic,
psycho graphic and behavioural segmentation. In geographic segmentation market divides in
different group as per country, religion, cities, districts etc. In demographic segmentation divides
people as per family lifestyle, sex, nationality, race etc. and accordance with socio economic
segmentation divide consumers as per occupation, income and the level of education. Next is
psycho graphic, as per this divide as per customers taste and as per their culture. So that they
receive their product as accordance with lifestyle and culture and satisfy their needs.
2.3 Choose target strategy for a selected product
There are various types of target strategies available in the market such as;
undifferentiated strategy, differentiate strategy, focused strategy. Accordance with the
undifferentiated strategy organisation takes decision with the help of product information
messages in the market. Under differentiated strategy form provides different product to different
people as per their wants and needs. It focuses when company gets easily advantage and takes
their competitions advantages. And the last one is focused strategy, according to this strategy
products becomes highly satisfies there customer needs. So from all these strategies' customer's
gets satisfy their wants and needs. Adopting the strategies is very from company to company.
Like S & S companies adopting undifferentiated strategy because they deal in healthcare, sport
and education sectors. So that these strategies effectively target the market and achieve their
goals. They mainly ignore the market segmentation.
2.4 Demonstrate how buyer behaviour affects marketing activities in different buying situations
There are various type of consumer behaviour that affect the company marketing strategy
and there are some factors that impacting on the buying situations that are as describe as follows-

 Culture factors- It is that type of factor that affect the consumer buying behaviour as
there is change in customer lifestyle, desires and customers culture. Thus, the manager of
marketing develops marketing strategy as per the customers culture if they changes than
it directly affecting the marketing strategy of a company.
 Social factors- It is one of the major factors that affects such as family income status,
tradition and customs. Therefore, the company have to develop marketing strategy as per
the customs and the products are acceptable by the customers in most effective manner.
2.5 Propose new positioning for a selected product/ service
Positioning can be stated in which the organisation create a brand image in the mind of
customers through deliver them a unique quality of products or services in the target market. For
this, the company categories a large UK market into various parts in which they only focus on
the single market segmentation. Under which, they target only single market through make
positioning by deliver them a unique quality of products or services. For this, they adopts the
positioning strategy in which they able to capture the large market share in most effective
manner. Greenwich limited capture the demographic segmentation in which they deliver
healthcare products or services through make positioning through deliver them a branded
products. There are some positioning strategy that are followed by the company which are as
describe as follows-
Price-quality approach- The company adopts this app(Jobber and Ellis-Chadwick,
2012).roach through which the company able to make the high-quality of products or services. It
able them to capture the market by deliver them a high quality of products or services. It assure
them to establish the brand image in the minds of customers in the target market.
TASK 3
3.1 Explain how products are developed to sustain competitive advantage
HSBC Company wants to capture a high market share and improve their customer base in
the competitive environment. Thus, to gain the competitive advantages they adopts the product-
oriented approach that able them to capture a high targe(Jobber and Ellis-Chadwick, 2012).t
market in most effective manner. Therefore, there are various types of product they deliver in the
target market are traveller cheques , ATM cards, home equity, saving accounts, mortgages, debit
cards and transactional accounts etc. Furthermore, they are conduct survey for the purpose of

understanding the preferences, needs and desires of a consumers for the purpose of capturing the
target market in most effective manner ( Forsgren, 2015).. Apart from this, HSBC done various
business activities in several different segments which includes are private banking, global
marketing, commercial banking, retail management and investment banking. Under this segment
they deliver a wide range of products or services in the various different countries to capture a
high target market share. Therefore, they offering a wide ranges of banking services at various
different levels from personal to business to corporate bankings. It can be describe through
examples such as HSB develops a relation with the several another banks at the corporate level.
For this, they look at the corporate finance, payment, cash management etc. Thereafter, they also
act as a financial advisory in which they there is a main currency are to be traded such as
derivatives, foreign exchange, money market and foreign exchanges etc. Beside this, HSBC also
delivering a banking as well as financial services to the both type of enterprises such as small
and medium-firms etc. It mainly involves such as doorstep banking, multi branch banking and
phone banking etc. Therefore, they also delivering a various ranges of services such as merchant
banking services, consultancy services, vehicle loan, personal, Credit card and also opened
accounts that are current as well as saving account etc.
3.2 Distribution strategy
HSBC used a unique distribution strategy in which they able to reach with the customers
in target market in most effective manner. Thus, to reach with the potential target market HSBC
capture a market through establishing several stores and branches so, they deliver financial
services at faster rate. Thus, it able them to capture a high market share in UK in desired way.
Thereafter, there is an also another way that are adopted by the HSBC is that they opened various
ATM near schools, colleges, villages, hospital, market, malls, metros stations and also public
places. It facilitate the customer to use the banking services at a near distances by handling a
small card. HSBC carry out the financial services in wider area such as Europe, Africa, North
America and South America etc (Hartmann and Apaolaza-Ibáñez, 2012). Thus, it can effectively
capturing a high market share and also develop their business at wider places. Therefore, they
used effective channel such as intermediate as they tie up with the various banking and financial
services such as insurance company, mutual funds and also tie up with the other banks. It is the
most effective distribution strategy through which they deliver banking services. For instance,
the customers wants to obtain policy for this they go to the financial Company and after that they

offer them a loan to the same customers. Thus, at the same time they can also request the
customers to open bank account with the HSBC and also take the ATM services.
3.3 Pricing strategy
HSBC adopting the pricing strategies in that manner through which they capture a high
market share of UK in most effective manner. Thus, they charge low rate of interest rate on loan
such as mortgages and vehicle, home loan etc. charge less amount of fee as compared to other
competitors at the time of procedure documentation in banking services. Furthermore, they also
charge rate of interest on the basis of Liyod TSB and LIBOR bank rate which slightly closer is a
fixed and flexible interest rate (( Wilson and Gilligan, 2012)). The purpose of HSBC is that to
attract a large number of customers from wider places for this they offer banking products at a
reasonable rate. Therefore, the HSBC adopts the marketing mix pricing strategy for the purpose
of retaining the customers as the price are differentiate from product to product. Furthermore,
they charge a minimum rate of interest of banking and financial products or services for the(
Wilson and Gilligan, 2012) purpose of attracting a large number of their customers from wider
places.
3.4Promotional activity
HSBC bank offer range of banking products or services for the purpose of fulfil their
objectives are capture a high market share. For this, they adopts the promotional strategy are the
social media in which they able to placing the products on the online platform such as social
media websites such as Facebook, Twitter, Instagram etc. It is the most advantageous for the
HSBC in terms of cost and it is the most effective strategy through which they quickly get the
response of customer within a less time framework. Furthermore, company's financial strength is
so strong for which they adopts the traditional advertisement approach such as Newspaper,
magazines, bill board, social media and radio television etc. Thereafter, they also promote their
banking services through using of sponsorship strategy through sports events. It helps the HSBC
to familiar their banking products or services in the eyes of audi through sports events.
Therefore, HSBC has a strong sponsorship teams through they able to promote their banking
services such as MONACO( Football) and Telford Rider ( Rugby). Apart from this, they also
done CSR activities for the purpose of enhancing the purpose of capture a target market and
increase sales.

3.5 Analyse additional element of extended marketing mix
Extend marketing mix is used by the company for the purpose of promote the services
due to which they able to attain objectives in most desired manner. These are as describe as
follows-
 People- It is a most important element of extend marketing mix as they are the
key assets of a Company through they deliver services to its target market in most
effective manner. For this, HSBC hire the skilled people frequently on quarterly
basis. Thus, this high skilled workers able to attract a customers at the time of
delivering services in which the effectively describe the information of product
(Pratomo and Yudowati,2016).. HSBC conducting a training programmes on half
yearly basis for the purpose of updating knowledge of employees so, they can
able to use the latest technology. Therefore, it not only improves the firm
productive but it also enhances the the knowledge and skill of workers.
 Process- It is also one of the most important aspects of extend marketing mix
strategy through which the Company able to deliver their products or services
smoothly. Therefore, HSBC adopts the standardized procedure through which
they operate their banking services in most effective way (Stern, 2014 ).
Furthermore, HSBC also adopts the customization procedure in which they able
to establishing the large number of stores as well as branches in the market of
United Kingdom. The most beneficial the firm getting from these procedure is
that they able to minimize the wastage time in searching the services as these
helps the company to obtain banking services in most effective way.
 Physical evidence- It is the most important aspects of extend marketing mix in
through which company able to attract the customers through the usage of
physical evidence. Furthermore, HSBC adopts the physical evidence that involves
a employee's dress, punch lines, reports, signage and another tangibles etc. Under
which the HSBC adopts the dress code physical evidence through which they able
to attracting their clients in most desired manner. Furthermore, the another
physical evidence adopts by the HSBC is that their Logo that show the corporate
identity that show the brand image of a Company. Thereafter, the HSBC also
attract their customers through offer pens, writing pads to their client member and

also deliver the cheques and passbook. HSBC also attracting the customers
through the corporate statements.
TASK 4
4.1Plan marketing mix for two different segments in consumer markets for Vodafone UK
Vodafone is the biggest Company and it is one of the leading brand in telecommunication
industry. Thus, it has a large customer base that are about the 130 million and it employs staff
worker that are near around 65, 000 as well as operate their business in 31 countries. There
marketing-mix of Vodafone company are describe as follows-
 Product- Vodafone deliver a wide range of product such as fixed line solutions, voice,
messaging and data. The main objective of Vodafone Company is that to fulfil the
communication desires to its customers in desired manner. Therefore, for the purpose of
fulfilling the needs of customers in different segments by provide the ranges of tariffs for
the main purpose of targeting the several customer segments (Armstrong, 2014). Thus,
the customers are always searching a high quality of services for this they go to the
Vodafone company as they deliver the branded services as per the customer desires,
preferences and needs. Thus, Vodafone has a wide range of products that involves
Handsets, value added service, handsets, internet services and Vodafone Branded phone
etc.
 Price- The Vodafone Company adopts the pricing strategy to capture a wider market for
this they adopts the competitive pricing strategy for the purpose of beat the competitor.
They structure its pricing as per the various needs of a customers in which they a minis
plans and Jumbo postpaid and prepaid plans. The rate of internet such 2G and 3G are
made available doubled in the target market.
 Promotion- To reach with the high customers the Vodafone used frequently promote
their banking services through the famous Olympian naArmstrong, G. and et. al.,
2014.med “ Marry Kom” that is a global brand ambassador. It also used promote through
famous sports stars such as Michael Schumacher and David Beckham etc.
 Place- Vodafone Company are frequently enhance their services that are recently deliver
the 3G services which are based upon the new GSM technology. For this they sold their
services through shops and customer care centres (Challagalla Murtha and Jaworski,

2014). Thus, they offer their products by the retailers that are independent. Thus, it has a
experienced staff workers through which the Vodafone Armstrong, G. and et. al.,
2014.Company able to fulfilling the complaints, need and queries. They opened the Thus,
also reach with the customers through opened a Vodafone stores at a wider places.
4.2 Difference in marketing products or services to business rather than consumers for Vodafone
UK
Difference among the business to business marketing and business to consumer
marketing of a Vodafone Company
Business to Business
 Vodafone UK Company adopts the market research techniques
 The market survey carry out in the B2B markets with the smaller population as there
company are difference in the size. report report
 B2B market are more complex due to which tangled decisions are taken by the Vodafone
UK Company.
Business to Consumer
 Vodafone UK Company adopts the consumer market research in the markets in different
manner. report report report
 report In the Vodafone UK in the report consumer market has a target potential
consumers for which they adopts the quantitative methods. On the other hand, they also
report used qualitative techniques for the purpose of understanding the consumer
motivations and perception.
4.3 Difference of international marketing from domestic marketing
 Domestic marketing is that in which the company's products or services are traded in
home country.
 The good or service of a company are offering only home country that are limited at a
smaller area due to which the interference of a government is less (Rivera, 2017).
 International marketing is that in which report the Company deliver a product or services
across boarders in which they deliver across several countries all over the world.

 In the international marketing their products or services in both local as well as foreign
markets due to which the interference of government is high as compared to domestic
market.
 It increase risk high as the change in the rules and regulation of a country are fluctuating
continuously that affects the Vodafone company at higher rate.
CONCLUSION
Summarising the whole report it has been concluded that Vodafone is the biggest
Company and it is one of the leading brand in telecommunication industry. Thus, it has a large
customer base that are about the 130 million and it employs staff worker that are near around 65,
000 as well as operate their business in 31 countries. It has been further analyse that HSBC used
a unique distribution strategy in which they able to reach with the customers in target market in
most effective manner. Thus, to reach with the potential target market HSBC capture a market
through establishing several stores and branches so, they deliver financial services at faster rate.
Thus, it able them to capture a high market share in UK in desired way. Thereafter, there is an
also another way that are adopted by the HSBC is that they opened various ATM near schools,
colleges, villages, hospital, market, malls, metros stations and also public places. It facilitate the
customer to use the banking services at a near distances by handling a small card. HSBC carry
out the financial services in wider area such as Europe, Africa, North America and South
America etc.

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