Marketing Principles & Techniques Analysis and Report for Business

This report provides a comprehensive overview of marketing principles and techniques, focusing on their application within a small family business, "By Sarah," specializing in herbal cosmetic products. The report begins by defining marketing and its various activities, including gathering market information, product design, and the use of digital media. It then delves into market segmentation, explaining geographic segmentation and its relevance to By Sarah's target market. The report explores the marketing mix elements (product, price, place, and promotion) and their practical application. Furthermore, it examines market research methodologies, such as surveys and observations, and emphasizes the importance of online surveys for By Sarah. The report also discusses various market analysis tools, like SWOT, PESTLE, and Porter's Five Forces. The report concludes by exploring e-marketing strategies and techniques, offering insights into how By Sarah can leverage online platforms for product promotion and market expansion. The analysis provides a valuable framework for understanding and implementing effective marketing strategies.

Marketing principles
& Techniques

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................4
Marketing and various activities.................................................................................................4
Market segmentation...................................................................................................................4
Marketing mix and its application...............................................................................................5
TASK 2............................................................................................................................................7
Market Research..........................................................................................................................7
Aims and Objectives...................................................................................................................7
Methods of market Research.......................................................................................................7
various tools & techniques of market analysis............................................................................8
TASK 3............................................................................................................................................9
E-marketing ................................................................................................................................9
Methods used in E- market of products and services..................................................................9
TASK 4..........................................................................................................................................10
Usage of market analysis techniques in researching of the target market for product & services
...................................................................................................................................................10
Interpretation of findings of market research & market analysis..............................................12
CONCLUSIONS............................................................................................................................14
REFERNCE...................................................................................................................................15

INTRODUCTION
Marketing principles and techniques play a very important part in all organisations and
they are helping in achievement of various objectives which have to be fulfilled to achieve high
sales and revenue for a company. These are explained with respect to a small family business in
which I was working (Baker 2016). This is a small scale business started and operated by a
family. This is commonly named as By Sarah, dealing in cosmetic products and major
differentiation is the herbal nature of these products which is formed with minimum chemical
usage in this. These products were of excellent quality but major disadvantage with tsji business
was inefficiency of marketing techniques used to promote their products this resulted into less
sales as Compared yo other brands offering similar type of products. This report consist of
marketing and different functions related to it, market research has been done to draw various
outcomes and apart from that various techniques used for market research are explained.
TASK 1
Marketing and various activities
Marketing is related with various activities which are undertaken with a prospective of
promoting a product or a service. This includes several activities such as advertising and
increasing the sales of product (Biczysko and Jabłońska, 2016). This function is mostly
performed by separate marketing department of a company. The product developed by Sarah is
shampoo for controlling of hair fall and the segment customers is those who are struggling from
this problem and have a priority for chemical free products. There are several activities which are
part of this function in every company as discussed below:
 Gathering of marketing information: This is one of most important activity of
marketing. In this, marketer makes attempts to understand what are various trends which
are prevailing in the market and is related with target segment of customers. In present
case of By Sarah brand, there will be collection of information from those segment of
customers who are having a preference for herbal products in cosmetic range. Product designing: This is also one of important activity in marketing in this a company
is designing their products according to requirement and demands of their customers.
This is related with how product can be deigned and developed according to its shape,
ingredients and packaging. All this if made according to demands of target customers

then it will help in increasing sales. In present scenario, herbal shampoo has been
launched by this company which can help in controlling of hair fall by usage of herbal,
means.
 By Sarah can undertake usage of digital media as this is most innovative and creative
technology which can be used by companies nowadays so that they are able to maximize
their market share by usage of appropriate technology.
Market segmentation
Market segmentation is a activity which is related with dividing of a market according to
certain characteristics and features. A market consist of present and potential customers both so,
it become very important for all Companies that they have to segment it according to certain
features such as based on similar characteristics which they share. In case of By Sarah this is not
a famous brand hence, it is responsibility of the company to segment this market based on
geographic, in this according to locations organisation will be targetting and making their
products reachable for their customers. This means geographic segmentation will be used by By
Sarah. There are various categories in By Sarah such as sun care products, hair care products,
deodorants, make-up products and other related product (Chaffey and Ellis-Chadwick, , 2019).
All this will be very helpful in making product according to various segment of customers. There
are various categories in which can be used by a cosmetic brand to segment their products such
as (hair care, cosmetic etc.), Distribution channel (supermarket, general, departmental, brand
outlets), Gender (Men & Women), Geography (North America, Europe). This type of
segmentation can be used by By Sarah which can help this company in segmenting their target
market and based on that segment various strategies can be formed of how to target their
customers. This is a tool which makes it very easy for companies in making products in
accordance with their requirements of customers. This brand is mostly attracting segment of this
customer who are having a preference for herbal and less chemical products.

Marketing mix and its application
Element of marketing mix Application
Product There are various category of product in which By Sarah
deals with such as lip care, skin care, hair care and many
others. Products made by By Sarah has a main advantage
which is the herbal nature of their products (Fill and
Turnbull,, 2016). This is a differentiation feature which is
very helpful in attracting more customers. Marketing must be
done by the company by having a major focus on
differentiation feature of their products.
Price This is also one of major features which can help in
promoting a brand. The price range which is offered by By
Sarah is very reasonable and is helping in attracting those
customers who are willing to buy products which are natural
and which are available at affordable prices. Mostly there are
brands which offer herbals products but are having very high
prices which is not much affordable.
Place This is related with the target market where a company is
willing to offer its products. This is related with having a
large coverage of market so that large number of people can
be approached at a particular point of time. By Sarah can use
this as a strategy by spreading their outlets across those
places where there is no availability of big brand or no herbal
brand is present in that market (Guerassimoff and Thomas,
2015). This will be very helpful in making people of that
area so experience something innovative and a variety of
products.
Promotion This is related with various promotional and adverting
strategy such as offering of various discount and offers which

can help a company in attracting more customers. There are
many promotional strategies which can be used by By Sarah
which includes various other channels which can help in
promotion of whole portfolio of their products. Depending
on the type of customers which a company is targetting they
can use various promotional strategies such as if it is the
young generation the By Sarah can make use of social media
platforms as a tool for marketing their products.
TASK 2
Market Research
Market Research is a organised effort which is related with efforts to gather information
about target market in which company is willing to launch its product or expand their exiting
range of products (Gulbahar and Yildirim, 2015). This is one of most essential functions of
marketing as because of this functions only a company can develop a understanding of actual
situation of market and also can understand what is the requirements of people who can be their
prospective customers in future. This is a functions which has to be performed with adequate
carefulness because this is only connection with external market and to understand behaviour of
that market.
Market analysis helps in drawing of outcomes from a collected set of data it is necessary
that there are appropriate techniques of prediction which have to be made use by research so that
they are able to make assumptions and based on that assumption further strategies are formed in
a company.
Methods of market Research
There are various Methods which can be used by a company in researching their target
market. According to size of market and various other features, a particular method is selected by

researcher. There are various Methods which are used for researching a market which are
discussed below:
 In person survey: This is a method in which there is face to face interview conducted by
researcher. In this method, there is need for investment of lot of resources in terms of
human and finance which has to be invested by a company. This can only be used in case
there is small sample size of the target market where research has to be conducted (van
buu and Brouns, 2015).
 Telephone surveys: This is also a method which is more costlier. In this, information is
collected by researcher with the help of using telephone as a medium to extract
information from various respondents and then use such information in further analysis
and drawing valid outcomes. This is also done on individual basis hence requires lot of
time.
 Online surveys: This can also be used as a method in which opinion from respondents
can be gathered with help of respondents by filling of forms which are available at online
platforms. This method can be used for covering large part of market but this has a
disadvantage that people are not willing to take initiatives. Many times authentic data is
very difficult to be collected with help of this method of collection data.
 Observation: This is a method of collecting data in which researcher observes a selected
sample of resplendent and then based on that observations various outcomes can be
drawn by the researcher(Kerin and Hartley, 2016).
From above mentioned methods, it can be said that the most suitable method for By
Sarah is to use Online surveys as a way of collecting information from their target segment of
customers. This method will help in approaching a large area of market. Also, there will be
savings in terms of cost and time which is very necessary for this business as this in their growth
stage and there are limited resources which are available with the company.
various tools & techniques of market analysis
There are various Methods which can be used for analysing of market which are
discussed below:
There is a need for making a external analysis for collecting information related to target
market and also with respect to target segment of customers. Different tools such as SWOT

analysis can be used by BY Sarah in this there is a detail understanding which is developed
related with strength weakness , opportunity and threat of a organisation. Also, there is usage of
PESTLE analysis which leads to develop an understanding of various sector such as political,
legal, social, economic and technological. All this is helpful in forming overall strategies by a
organisation. Porters five force framework can also be sued by Sarah so that there is
development of strategies which are useful in understanding what is most suitable strategy for a
particular organisation. With usage of the methods of analysis various outcomes are then
developed which further are used in formation of marketing and promotional strategies by a
company.
TASK 3
E-marketing
E marketing is a type of marketing which is associated with overall process of marketing
related to a product or service (Siedlecki and Depaoli, 2016). This includes marketing activities
which are taking place on internet and at same time this also includes marketing activities done
via mail and wireless media. This has developed with the advent of internet and become more
popular as there is growth of usage of various mediums such as direct marketing, various loyalty
programs, advertising, public relations, trade show promotion and many such related activities.
All these are part of e-marketing activities in an organisation which can be adopted by BY Sarah
in their overall process of marketing.
Methods used in E- market of products and services
There are various Methods which can be used in E marketing by a company as discussed below:
Content marketing: This is a concept in which a strategic marketing approach is used by
focussing on creation of a valuable and relevant content. This has to be designed in a way which
can attract more customers. This is a ongoing process which basically focusses on

communicating with customers and then informing them about product in which company is
dealing.
Social media marketing: This is also a great way which can help business in fulfilment
of various objectives which can help them in building of brand equity. Such as measures like
improving customer services, making new customers and collecting customer feedback. These
are some steps which can help in providing increased value to their customers (Ottman, 2017) .
Affiliate marketing: This is a process which is related with earning of commission by
promotion of product by a company. This is related with how blogs can be used as a medium of
promotion of brands.
E-mail marketing: This is a pillar which is helping in creation of direct contact with
their customers. This type of marketing is connected with providing their customers with news,
information of various products with help of mails which are send cumulatively to large number
of approachable customers.
Above discussed are some of the tools which can be used by BY sarah as they are
willing to promote their brand and products being produced by this brand.

Explain how companies manage their online image
There is lot of difficulty for managing as there are many brands which have been
developed with time which. There is a need for usage of meaningful content by organisations.
This will be very helpful in attracting people based on the relevancy of the information which a
person or organisation is providing. Apart from that there is also a need for using some amount
of innovation so that there is differentiation advantage which can be experienced by a company.
There are lot of Similar brands which are using online mediums to promote their products this
leads to necessity that using something different as a strategy for marketing and promoting
products by a organisation.
TASK 4
Usage of market analysis techniques in researching of the target market for product & services
Market analysis techniques is very helpful in assembling of information related with
target market. This is related with undertaking of market research so that there is in depth
knowledge which can be extracted about potential and also present customers. For getting a
competitive position, business can use various market research analysis technique. This consists
of both analytical and statistical research methods, so that information can be interpreted in a
more systematic manner (Moro Sundjaja, 2015). In By Sarah there was a assessment made by
usage of online survey in which it was assess whether target customers are willing to prefer
herbal products in comparison with other chemical associated products. A new shampoo has
been made by By Sarah which is of great help for reducing hair fall. For understanding customer
response below discussed Questionnaire is being used by company to know customer opinion in
the market. A online survey for a target segment of 250 respondents was selected in which they
were offered to fill a small questionnaire which consist of five questions as discussed below:
Questionnaire
1. which factor posses a influences your decision while you are choosing a shampoo ?
 Family
 social groups
 Price
 Brand name
 ingredients of product

 Hair Type
 Other
2. Do you get influenced by advertisements of cosmetic products?
 Yes
 No
3. Which is most accessed medium you go through in case of cosmetic products?
 Print media
 electronic media
 Social media sites
 Hoardings
 Television advertisements
 Other
4. Do you prefer Herbal products in comparison with chemical containing shampoo?
 Yes
 No
5. What is the most preferred variant for controlling hair fall ?
 Shampoo
 Hair oil
 Serum
 Other
Interpretation of findings of market research & market analysis
This is the second step in which the collected data has to be interpreted and analysis has
to be made so that various conclusion can be drawn based on that gathers information. In this
with help of survey which was conducted online there was a below discussed findings which are
made by researcher and Data analytics is done for three major purposes:

 Major strategies which has been decide by By Sarah in the first question was to develop
an understanding of what are various factors which posses a influence on decision
making by a particular customer. This is also very helpful in development of various
strategies in a organisation. In present context there was a majority answer given to
ingredients of the products (Leung, Bai and Stahura, , 2015). There was approximately
170 respondents who believed that it is ingredients of a product which they focus more
before selecting a particular Brand of shampoo for themselves. Apart from that there was
30 respondents who believed that type of hair they posses is also a features which must
be given preference and rest 50 had a scattered answered which areas spread over
remaining options.
 In second question it was asked to the respondents about whether they are getting
influenced by various advertisements. There was a majority manner which was positive
as 190 respondents said yes that they are getting influence by different modes of
advertisement which are having a strong impact on their decision to select which brand of
cosmetics. Majority respondent said that yes they do get influence by advertisements and
this has lead to marketing department of By Sarah to focus on improvement of their
marketing techniques of promoting their brand.
 Usage of digital media is most accessed source by target customers which must be
focussed on so that they can attracted towards products of By Sarah. There was 168
respondents who responded that they get influenced by social media. There has been a
very strong growth of various social media platforms as there is advent of internet and
smart phones all this has lead to growth of technology. Growth of social media as a tool
which can help in spreading of information very fast and information is passed to target
group of customers.
 180 respondent said that they prefer herbal products in comparison with chemical
products. This has lead to a positive response as now BY Sarah can understand that they
have been able to understand what is major preference for their customers.
 In this question it was asked to respondents that what is hair related products which they
want to focus more. This lead to major preference for hair shampoo that is 150
respondents said this as their answer. Approx 30 respondents believed hair serum can be
an option for controlling hair fall and 70 had a belief that hair oil is also very helpful in

controlling of hair fall. All this lad to a conclusion that there is not particular product
preference and this is spread overall different categories of products related to hair care.
Present findings to marketing team
This is the step which is performed in case of analysis of data in this various strategies
have to be finally decided by marketing department of the company. Such strategies are very
helpful in developing a understanding of what is the result of overall collected information from
the market. In this there is description is made of what information has been collected by the
researcher by usage of various tools of primary and secondary sources of information. This
helps in having a broad view of the collected information
Major strategies which can be used from above analysis is the usage of online platforms
for promoting products. This will also help in having a benefit for cost advantages for By Sarah.
Also, there has been a finding that there is a need for more focus in on production of hair
shampoos, oils, hair serums. There must be extension of product line with respect to these
products. This all will help in increasing present customer base of customers. There is a finding
made in which there has to be association with hair care products. As most respondent had a
favour for products which are related to their hair related problems. For this they are willing to
avoid chemicals.

CONCLUSIONS
From above report it can be said that there are various techniques which are associated
with marketing department of company. These tools and techniques have to be implemented so
that adequate conclusion can be drawn by research and this is very helpful in making of
strategies. There is questionnaire which is used for collection of information and then that
collected information has to be used for formation of appropriate strategies by companies. There
are many available techniques which are used by organisations which help them in adopting in
course of their business which helps them in achievement of laid down objectives.

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