Marketing Principles and Techniques Report - Cadbury Market Research

This report delves into the core principles and techniques of marketing, providing a comprehensive overview of essential concepts. The report explores various marketing activities, including market segmentation, the application of the marketing mix, and the significance of e-marketing strategies. A key focus is on market research, with an examination of primary and secondary research methods, market analysis tools like SWOT, VMOST, and PEST, and their practical application. The report also examines the application of e-marketing tools such as SEO and social media marketing. Finally, it applies these learnings through a case study on Cadbury chocolates, analyzing its strengths, weaknesses, opportunities, and threats using market analysis tools. The report provides valuable insights into strategic marketing practices.

Marketing Principles
and Techniques
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Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
1.1: What is Marketing and different marketing activities:........................................................3
TASK 2............................................................................................................................................5
2.1 Market research.....................................................................................................................5
TASK 3............................................................................................................................................7
3.1 E-Marketing..........................................................................................................................7
TASK 4............................................................................................................................................8
4.1: Applying your learning........................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10
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INTRODUCTION
Marketing is among the most important device that can be utilized by the association for
enhancing deals and income of a firm. There is a solid prerequisite to have a viable marketing
instrument with intention to improve the products of a company in a viable way. Despite the fact
that, this can be properly said that various authors have made a powerful procedure which can be
utilized by the association for interpreting the marketing in a different manner (Vargas-
Hernández, 2012). Maybe a couple of them conceives that marketing is a solid device which
connects to the satisfaction of business activities for distinguishing various plans, settle values,
publicizing of products and services, advancements and distributes in a powerful way. While, on
the other hand, few thinks that marketing is a sort of business instrument that stress on upgrading
expectations for everyday comforts of the general public. Different authors appropriately said
that marketing is a sort of method that upgrade on enhancing items values in a viable way. This
report moreover investigate about standards and tools of marketing and significance of E-
marketing and various fundamental devices of marketing. This research is made on the market
investigating of the Cadbury chocolates company which emphasis on the marketing of the
product.
TASK 1
1.1: What is Marketing and different marketing activities:
Marketing: This is a process which helps an organizations in using organization actions
henceforth they could plan activities linked to offering of products like pricing, advertisements of
products and services and promoting them in this manner in which they are willing to offer final
consumers. Here are diverse specialists in the industry which elaborates marketing as the process
of communicating features, price and other details about the goods which are willing to offer and
likewise form value of the goods in the minds of the ultimate consumers. Marketing process is
essential to gain consumer base and attain the market share in comparison to the diverse
competitors. While organization retains higher consumers which enhances the revenue of the
organization in turn advantages shareholders biased concept and implemented for the
satisfactions of the consumers henceforth, organization could attain the concerned objectives of
the firm.
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Marketing segmentation: This is completed on two basis, firstly, this can be rightly said
that the geographical domain of the country and secondly, via demographic components like age,
income, occupation, attitude, education others. While on the other hand, in geographical
segmentation is concerned, organizations segregated organizations divide their operations into
the diverse subsidiary units of the organization that could operates in diverse locations and they
are required to produce goods and services as per the culture of that specific area. Demographic
segmentation adopted those factors like age groups along with impression which same age group
people would have same pattern for enhancing their revenue, similar taste preferences and so on.
Marketing segmentation is performed by the firms for exploring new and advanced segments
which are introduced in the economy and targeting them as per their requirements and
preferences.
Applications of marketing mix: Holiday season and likewise new year's and Christmas
is reaching, henceforth for meeting needs of the consumers of chocolates. The cited organization
must introduce their product along with renewed vital and enhancing consumer base. Objectives
and aims of the plan comprises increment the loyal consumers in the organization and henceforth
enhancing sales. Targeting consumer base in offering this goods is within the age group of 5 to
15. environmental components like macro and micro must need to assessed in convening
marketing research for elaborating components which are connected to the strengths,
weaknesses, opportunities and threats (Sarea and Hanefah, 2013). Likewise, the organization,
must adopt enhancing amount of inflation in the area where the organization is operating. There
is a reduction in the sales of the product as of the people are aware about their health among the
consumers. Organization might face cut throat competition from diverse organization in the
market and fro whole these backdrops the organization is trying to adopt whole advantages form
the forthcoming season by manufacturing of Cocoa for meeting the demand of the consumers.
Organization would likewise have to adopt the enhancement prices of gases and specific
regulations which are imposed by the government friendly manufacturing and henceforth
likewise forcing business in investing higher in the security of the Eco-system. For example,
marketing mix approach the organization must edit the packaging of chocolates in order to form
it in more efficient manner and easy to peel, that could likewise reducing the cost of packaging
by 10% and this likewise environment friendly.
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TASK 2
2.1 Market research
Aims of the market research: This comprises whole activities like gathering, consuming
and in last, assessment of the information which are linked to the selling of the goods and
services for the targeted market. Researcher must need to assess whole past, present and future
based contenders and consumers as well, for taking initiatives for sales of the product (Polman
and Atwater, 2012). The marketing research is convened in mostly two manner:
Primary Research: This is the research method which is used by the researcher for the
first time. As this is the time consuming process and researcher would need to have one to ine
interaction from the diverse respondents in an effective manner. Observation, Interview,
questionnaire are the tool which can be used by the researchers for making the decision. But this
research method is the time consuming activity as this requires so much time for collecting the
data.
Secondary research: This has already been published somewhere. Now this can be
rightly said that the researcher use this already published data in an effective manner.
Government departments have the data which can be used by the organization for making the
decisions in an effective manner.
Market analysis: This market assessment deals in elaborating the diverse processes and
norms of the organization, that must be adopted by the organization for attaining the best
outcomes form the marketing practices (Phillips and Graeff, 2014). The assessment procedure
normally adopted studying of the marketing flexibility and quality of the specific market that
represents specific industry. Marketing assessment introduced with the Swot analysis.
Research methods: This research tools comprises two main methods which would be
implemented to resolve any kind of queries which could emerge, first is experimental research
and secondly, non-experimental research tool. Here are so many benefits of the experimental
research tool that could control extrinsic variables and manipulation of one or more variables.
Experimental research tool of the research would be implemented for this business as they are an
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advanced in the market and they are needed to do interventions that could permits in this
approach.
Market assessment tools: Diverse organizations implemented diverse kinds of tools for
assessing market conditions. Here are some of them are elaborated as under:
VMOST: This is the marketing tool which stands for vision, mission, objectives, stratgey
and tactical and operational level method (Hall, 2012). Prosperity of the any kind of firm based
upon the top down and bottom up approach. These all components must be linked to each other
for keeping that working. VMOST analysis operates on handling that links.
SWOT: This is the tool which is used by the organization used for analyzing the research
internally and externally. Weaknesses and strengths could be inner , but the opportunities and
threats could be external. This forces in forming a dialogue with the shareholders and other
individuals linked to the organization to get diverse perceptions.
PEST: This is the most effective strategic analysis tool that can be used by the
organization form knowing and assessing the external environment in an effective manner.
However, this simply been said that the this helps to know the external environment in an
effective manner. PEST stands for Political, Environmental, Social and Technological. This tool
reveals opportunities and threats which exist in the environment that can be linked to the
business.
SOAR: This is also the tool which is used by the organization for assessing the
opportunities, strengths, aspirations and outcome (Georgiou and Jack, 2011). This is crucial to
the organization in case they are required to form strategies and there is a requirement for
concentrating on the particular impact zone.
TASK 3
3.1 E-Marketing
Methods implemented in E-Marketing: E-Marketing is the procedure of attaining the
consumers and final consumers of the good via online websites and networks. This online
marketing tool is used by various firms in order to promote and advertise their goods which are
as follows:
 Search Engine Optimization: This is the tool which is used by the organizations for
improving their websites and able to attract more consumers by placing firm's website on
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the top. This simply done via research, inbound links to other sections of internet sites
and hyperlinks from other advertisements on sites. Via using this tool, company's website
is filtered and this would place an efficient objectives in an effective manner. This is the
most effective tool to attract the major traffic over the internet in an effective manner.
 Social media Marketing: This is a kind of promoting tool that are now used by each
organization. Every firm is fulfilling for seeking attention on the social medial platforms
like Facebook, Snapchat, You- tube and other tools and others are operating in the market
(Deaconu and Buiga, 2010). Consumers rightly said that the social media channels plays
a crucial tool in the decisions which are connected to the buying as TV and other tools
does. Henceforth, this is rightly said that suitable tool is used for marketing. Social media
has the capabilities of attracting various potential consumers. Social media renders
valuable content along with cheap and reasonable rate.
Maintaining online image of the organization: Here are diverse tools that could be
implemented in handling online image of the organization which are as follows:
 Optimizing websites of the firms along with the organization's name.
 Diversify the online presence of the organization.
 If company had to select one social networking sites then in that case this must be
Linkdin.
 Organization must actively handling web search outcome once in each month.
 Specific steps must be respond to the negative content and contact maker of it.
 Paying attention of it and concentrates on the offline reputation of the organization
(Cohen and Karatzimas, 2013)
TASK 4
4.1: Applying your learning
Using market analysis tools: In this organization, there is a strong need to implement
SWOT analysis in order to identify diverse aspects which are elaborated as under:
Strengths: The cited chocolate company interpreted diverse data which are acquired
from the market which could be said that the product selected by the organization could be
advantageous for the organization. As chocolates are treated as the gift majorly and mostly used
in any kind of celebrations.
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Weaknesses: This is rightly said that the company might face weaknesses which are
related to the high product prices and cost enhancement. The company's product were earlier
rising due to the enhance in the regulation by the government for environmental friendly
manufacturing, as which price of the products are likewise enhancing.
Threats: This is the external component which can not be handle or manage by the
organization. The main thereat of the cited company is that the people are now aware about their
health which could detrimental to the firm revenues (Aiken and Ji, 2013). The other main threat
is that the people are not actively participate in the festivals which is also the major concern that
company is facing.
Opportunities: Rural markets; the weaknesses of the company can be converted into the
opportunities of the company, if cited organization concentrates on their enhancement their
supplies to the rural areas of the nation then they could enhance their sales substantially.
Interpretation of the results: Market research of the chocolates is assessed which is
implementing data acquired from the market. Now, this can be rightly stated that the product
selected by the organization could be advantageous for it. As this has so many opportunities
which are interpreted from SWOT analysis which is completed by the researcher. While on the
other hand, threats and weaknesses could be overcome in an effective manner.
CONCLUSION
From the above mentioned report, this is rightly concluded that various certain analysis
are implemented in the marketing process. In order to have justifiable outcome in the
forthcoming future which is crucial need of implementing by the organization in handling
constant and enhancing profitability in the market in the forthcoming period. As per the review
of data it is gathered which would be implemented in incorporating of the report.
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REFERENCES
Books and Journals:
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