Marketing Principles and Techniques for ABC Chocolate Shop

This report provides a detailed analysis of marketing principles and techniques, focusing on the case of ABC Chocolate Shop. It covers various aspects of marketing, including market segmentation, the marketing mix (product, price, place, promotion), and marketing research methods (primary and secondary). The report explores the aims of marketing research, different analysis tools like SWOT, PESTEL, and Porter's Five Forces, and the role of e-marketing. It also discusses ways for the company to maintain its image and presents market analysis techniques used in research, along with the interpretation of findings and report presentation to team authorities. The conclusion emphasizes the importance of marketing strategies for enhancing productivity and profitability for the company.

Marketing Principles and
Techniques

Table of Contents
INTRODUCTION...........................................................................................................................................3
TASK 1..........................................................................................................................................................3
1.1: Discussion about marketing..............................................................................................................3
1.2: Marketing segmentation as primary tool..........................................................................................4
1.3: Marketing mix of the company.........................................................................................................4
TASK 2..........................................................................................................................................................5
2.1: Aim of the research method.............................................................................................................5
2.2: Marketing research methods............................................................................................................5
2.3 : Marketing analysis...........................................................................................................................6
TASK 3..........................................................................................................................................................6
4.1: E- Marketing of product and services..............................................................................................6
4.2: Ways in which company can maintain their image...........................................................................7
TASK 4..........................................................................................................................................................7
3.1: Market Analysis techniques used in research...................................................................................7
3.2: Interpretation of all finding of market research...............................................................................7
3.3: Presentation of report to team authorities.......................................................................................8
CONCLUSION...............................................................................................................................................8
REFERENCES................................................................................................................................................9

INTRODUCTION
Marketing is an essential process of making business more profitable by selling products
as per the demand of customers. This seems to be utmost important techniques which is used by
the company in order to promote and sell their product or services in various parts of the country.
As per the mentioned case study they are not being able to operate their business in effective
manner (Dollatabady, Amiri and Bidmeshk, 2012). This project is providing vital information
about all essential marketing strategies and marketing mix which are effective reliable for
attaining more reliable outcomes in coming period. The role of E-market in selling of product
and services are discussed under this report.
TASK 1
1.1: Discussion about marketing
Nowadays, it has been found that there most of the company those are operating at small
or large level need to make use of appropriate marketing techniques which will be effectively
responsible for attaining more profitable business in coming period of time. Marketing will guide
all the users or owner of the “ABC Chocolates shop” to make buying and selling of some
products as per the demand of various customers so that company can increase their future aims
in more quick period of time.
Definition: Marketing is an essential activity which will be assist department to produce all
specific kind of product that are profitable for longer period of time. The main aim of managers
is to make available all demand and services as per the requirement of customers. the marketing
department is playing vital role in increase the business and their objective of an organization.
Each distinctive marketing program need their own activities (Main and et. al., 2012). Some of
them are:
 Production selection: A production can be made on the based on total order that are
taken from various customers. select those products which are more reliable in terms of
quality and features.
 Product activities: Product and services that are provided by the company would require
a companies to analyses specific commodity produced during the month.
 Advertising activities: Formulating all kind of customer demand for their product they

need to analyses all key aspects that are assessing them to promote their chocolate
business in various parts of the nation.
1.2: Marketing segmentation as primary tool
There are various customer examining application that are reliable enough for produce
more appropriate results within an accounting period of time. Segmentation is a marketing
techniques which is used to divide all products those are produce within an organization. It
consists of various parts. Such as:
 Geographic segmentation: It is used to categories all those areas which company wants
to capture so that their products can be reach at every corner of the country. It is divided
on the basis of region, population density, city and climate areas.
 Demographic segmentation: It is divided on the basis of various consumers which are
related with demographic aspects such as age, income, family earning and other crucial
matters.
 Psychographic segmentation: It is used to measure all activities and interest of
customers that are performed during the period of time. It will assist them to determine
perception of each people those are using chocolate in their menu.
 Behavior segmentation: All the consumers that are divided as per their observed
behavior are taken into account (Schmidt, 2017)
 . It can be varying on the basis of their variables that are related with the product.
1.3: Marketing mix of the company
There is various vital aspect are needed to be taken into consideration which will be
effectively reliable for attaining better outcomes in coming period of time.
 Product: As ABC chocolate company is producing various products such as crackers,
chips, rusk and nut milk. These products are sold all over the local as well as internal
marketing.
 Price: It is considering as one of the crucial aspects that is needed to be taken into
account. Price of chocolates would be decided as per the quality of products. It ranges
from 5 to 10 pounds.
 Place: The overall distribution of marketing is based on those areas which is being placed
to attainable for all the children or people.

 Promotion: The most appropriate promoting tool which is being used by the company to
expand their business in various parts of the country is advertising, TV and social media.
TASK 2
2.1: Aim of the research method
Marketing research consists of a systematic manner to gather the information about the people or
companies to understand the need and of the targeted group. The research can is used to analyse
the requirements and wants of the focused customers who are aimed to raise the sales of a
business. The collected information is aid to support in decision making process on the behalf of
this data the future marketing strategies are made. For example, the ABC chocolate is a small
business but has a specific kind of product so there is a different kind of influence on the
customers. There are two kinds of research methods that collects the information about the
products and prospect customers.
Aims of marketing research – Marketing research has some aims for that it conducted, the aims
are :
 It identifies the needs and expectations of the customers.
 It records the reaction for a particular items of the firm.
 Research is conducted to evaluate the company's sales and promotion to analyses the
suitable adjustments.
 To embrace the introduction to new products, modification in existing items and some
innovation in current product.
2.2: Marketing research methods
Research methods – There are two major methods of marketing research such as :
Primary research – The primary research methods is collects the data from various kind
of sources through conducting interviews, surveys, observations, focused group etc. The
marketing team investigate about some questionnaire regarding the products and requirements
of the products. For an example, ABC is a chocolate firm it only produces chocolate items, so it
need to know what kind of chocolates will be preferred by the people in a local area. Because
their may be some diabetic patients who cannot eat normal chocolates but they would like eat
sugar free chocolates (Housden and Thomas, 2012). There are some children who like to eat
some different kind of flavor in chocolates along with the traditional chocolates. These kind of
information can be good for a the ABC Chocolates.

Secondary research – Secondary research is pre – existing public information, such as
the data that is shared from magazines, newspaper, government or industry reports. This
information is available to the large number of people. It refers to the quality information that is
gathered through primary research and thus it uses to derive the final result. The ABC chocolates
can can concentrate on some of the quality research that gives a positive output.
2.3 : Marketing analysis
Marketing analysis is a dynamic study of the market it is an attractiveness of a special
market in a specific industry, basically it is plan that presents the information regarding the
market in which the firm is operating. The analysis is performed to identify the suitable strategies
that can operate a business in the market. There are various tools and techniques that can use to
analyses the market of the firm regarding the specialized product.
For an illustration, the ABC Chocolates can also conduct a analysis to get the
environmental information like :
 SWOT Analysis
 PESTEL Analysis
 PORTER”S FIVE FORCE Analysis
 COMPETITION Analysis
These all the tools that are used to gather the information about the market on the
specialize scenario. It analyses on the behalf of the market size, growth rate, trends, profitability,
success factors, distribution channels and cost structure. Marketing analysis considers all of these
factors which is the major part of the firm that is going to expand its market in the local area.
TASK 3
4.1: E- Marketing of product and services
There are various types of e-marking service that are being useful for the company in
order to increase the sales of the business. Some of them are discussed underneath:
 Social media.
 E-mail marketing
 Paid advertising

4.2: Ways in which company can maintain their image
There are various specific ways those are needed to be followed by the company in order
to attain or maintain profitability position of the company (Jacobson, McDuff and Monroe,
2015). All the below mention ways are needed to be implement by the company to maintain their
reputation. Some of them are discussed underneath:
 Active social media and presence;
 Website appearance.
 Throughout leadership.
 Corporate culture.
 Executive access,
TASK 4
3.1: Market Analysis techniques used in research
In order to get more reliable outcomes in near future time the ABC company need to
make use of appropriate marketing tools and techniques which are more reliable for creating job
opportunities for other people. Strength of the chocolate business is to the demand in the market.
Some sort of weakness is need to be analyses effectively because of improper market mix as
other brands. Various types opportunities are also reliable enough to make increase of products
those are reliable for attaining future demand of the company (Levy, Weitz and Grewal, 2012).
Threat are always there from all those competitors those dealing in same business line.
3.2: Interpretation of all finding of market research
It has been found that all those aspects those are discussed in the above report are utilize
for the purpose of increasing profitability of the company. As the business is not operating in
more reliable manner for last couple of months so they need to research all specific areas which
are responsible for attaining more profitable business in other parts of the company. Proper
segmentation is being done to determine appropriate market that is reliable for attaining future
aims of the company. This market planning is always needed to be done by using reliable
marketing mix that are determining future of the products. Role of E-marketing in selling various
products are analyses in effective manner. The overall finding collected from the above research
are reliable enough to making future targets of the company.

3.3: Presentation of report to team authorities
According to the all market research, it has been analyses that ABC chocolate company is
not having any specific knowledge about how to operate a business in respect to attain more
benefits in coming period of time (Collins, 2012). This report is all about discussed various
matters those are affecting the performance of the company can restrict them to expand their
business. There are various ways to deal with all kind of techniques and resources those are
reliable enough to increase future growth and sustainability for the chocolate business.
CONCLUSION
From the above project report, it has been concluded that marketing is one of the reliable
techniques to enhance the productivity as well as profit for the company. In this process, they
need to make use of appropriate marketing research and strategies which are reliable enough to
organize all activities in appropriate manner. By making all specific kind of analysis the manger
would be able to move their business in right direction and their aims can be attaining in more
quick time.

REFERENCES
Books and journals:
Collins, D., 2012. Business ethics: How to design and manage ethical organizations. Hoboken,
NJ: Wiley.
Levy, M., Weitz, B. A. and Grewal, D., 2012. Retailing management (Vol. 6). New York:
McGraw-Hill/Irwin.
Dollatabady, H. R., Amiri, F. and Bidmeshk, O.G., 2012. Using Social Marketing Principles to
Describe Local Isfahan Managers' Attitude about Using New Energy
Resources. International Journal of Marketing Studies. 4(3). p.160.
Main, D.C.J., and et. al., 2012. Evaluating an intervention to reduce lameness in dairy
cattle. Journal of dairy science. 95(6). pp.2946-2954.
Schmidt, S.J., 2017. Marketing the law firm: business development techniques. Law Journal
Press.
Jacobson, S.K., McDuff, M.D. and Monroe, M.C., 2015. Conservation education and outreach
techniques. Oxford University Press.
Housden, M. and Thomas, B., 2012. Direct marketing in practice. Routledge.