Assessment Report: Marketing Principles and Techniques for Business

This report provides a comprehensive overview of marketing principles and techniques, using R Robson (Guinot) as a case study. It begins with defining marketing and exploring market segmentation as a tool for identifying customers, then delves into the application of the marketing mix (including the 7 Ps). The report then examines the aims, methods, and tools of market research and market analysis, including PESTLE analysis. It also covers e-marketing methods and how companies manage their online image, followed by techniques for analyzing the target market and the findings of market research. The report concludes with a summary of the key findings and insights gained from the analysis of marketing strategies. The report is well-structured, covering various aspects of marketing, from fundamental concepts to practical applications, and includes relevant examples.

Marketing Principles and
Techniques

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1...........................................................................................................................................1
What is marketing?.....................................................................................................................1
Marketing segmentation as a tool to identify customers.............................................................2
Marketing mix and its application: ............................................................................................2
TASK 2............................................................................................................................................4
Aims of market research and market analysis............................................................................4
Market research methods...........................................................................................................5
Market analysis tools and techniques..........................................................................................5
TASK 3............................................................................................................................................6
Methods used to e-market products and services........................................................................6
How companies manage their online image: .............................................................................7
TASK 4............................................................................................................................................7
Techniques to analyse target market...........................................................................................7
Findings of market research and market analysis: .....................................................................8
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing Principles and Techniques means that strategies which are being used to
promote products of the company and which helps in designing it such that it meets the
requirement and expectation of customers. It also focuses on market performance of existing
article and launch of new article. In this present assessment R Robson (Guinot) will be chosen
for assessment. It is a private limited company of United Kingdom which offers beauty
products and which is incorporated in the year 1972. Further this report will explain the
concept of marketing and market segmentation is a tool to identify customers also it will focus
on explanation of E-marketing and its techniques to sale products and services through the use
of social media or e-mail.
TASK 1
Definition of marketing: ?
Marketing is the basic component of business management which focuses on letting
the customers know about company's product or services. Marketing is done by organisations
to obtain their needs and wants by exchanging value with customers. There are so many
marketing activities that are carried out by organisations so that they can achieve profits and
growth in their business (Mayer, Borges and Simske, 2018).
Here are some marketing activities that are carried out by marketing department of an
organisation.
1. Planning: It includes setting of objectives like increase in revenue by 5% or increasing
market share to 8%, to achieve such objectives company plans so many activities like
product launch, advertising campaigns etc.
2. Channels: To know the most important channels to market, marketing department
review the purchasing pattern of customer. To increase the sales, company can appoint
retailers and distributors to cover over all region.
3. Relationships: Marketing main aim is to build a strong relationship with customer so
that it will help the company in fostering overall growth in long term.
R Robson (Guinot) can carry such marketing activities so that It will help company in
promotion of its business.
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Marketing segmentation as a tool to identify customers
Marketing segmentation is a process which bifurcate the market of customers into
smaller parts. There are five types of market segmentation.
1. Demographic segmentation: In this segmentation basis of differentiation is gender,
education etc.
2. Behavioural segmentation: Differentiation of market has been done on the basis of
loyalty status, knowledge etc.
3. Geographical segmentation: Easiest way to bifurcate the market on the basis of nation,
state, city or town
4. Physiography segmentation: To bifurcate the market in to different segmentation,
consumers are classified on the basis of opinions, self-image and attitude.
5. Benefit segmentation: Manager of the company can bifurcate the market on the basis of
customer service, performance and quality.
R Robson (Guinot) needs to make smaller subsets for marketing segmentation on the basis of
age group of people, gender and income of the consumer as it is a beauty product company so
these are the major basis of segmentation (Fairchild and et.al., 2017)
Marketing mix and its application:
Marketing mix is traditionally determined by 4 P's which is now extended to 7 P's that
is also called services marketing mix because in new modern world providing services is
equally important.
R Robson (Guinot) is also using the strategy of 7 P's of marketing to launch its new
beauty product in the market. Here are the 7 P's of marketing mix:
7 P's of marketing mix Explanation
Product Products should be as per the expectations of
customers always so R Robson (Guinot) will
try to make such beauty product that will not
harm any customer and will fulfil their
expectations.
Price Price is what customer pays for a product so it
should be valued for the money consumer is
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paying.
Place Place is where product are sold and are easily
available to customer
Promotion Promotion means efforts by the company to
make the product popular.
People It includes director to front line sales staff who
run the company, so the having the right people
is very important for a company.
Process Providing best services to the clients is the
main work of every company so that customer
can get satisfied.
Physical evidence It means the services that are provided by the
company weather in tangible form or not.
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Illustrati
on 1: 7 P's of marketing
(Source: 7 P's of marketing,2016 )

TASK 2
Aims of market research and market analysis
These are the aims of R Robson (Guinot) which are being set:
 To know the needs and wants of consumers so that they can get satisfied.
 To know that how the customer will react to the company's product.
 Marketing research mainly focuses on knowing the current marketing problems and
how to take best follow up actions for the same.
 It aims at designing best packaging of company's product and do such promotion that it
will attract consumers.
 To know about the area where company is targeting its products to sell.
 Research aims at knowing the taste and preference of the consumer so that company
can make such products which are higher in demand.
 Company should always study about the strength and weakness of competitors.
Market research methods
There are various methods to do marketing research but R Robson (Guinot) is following
these five methods to do marketing research:
There are mainly two ways to do research
 primary research
 secondary research
Primary research collects data from original sources rather than collecting it from published
sources, here are some if the ways to do primary research.
Surveys: surveys are conducted by asking questions to a selected group of individuals through
mails, telephone or in person. Survey will help in knowing about type of beauty products
people use and their preferences, so that company can take it into consideration and work on
that.
Focus groups: Focus groups means bringing together to a group of people and through a
scripted question series a discussion is conducted so by that question series needs of human
beings can be identified. (Lilien and De Bruyn, 2017).
Personal interviews: This is an expensive way of research than above both ways. But it is
used by company when a person thoughts will influence others or the topic is too personal to
be discussed in the group.
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Secondary research collects information from existing published sources like
information from newspaper, existing customer base data, result of research market.
For R Robson (Guinot) collecting information from the magazines and existing customer data
about the beauty products is the best way of collecting information.
Market analysis tools and techniques
R Robson (Guinot) is a small company of beauty products and is new in market,
so to analyse the market PESTLE analysis has been done:
PESTLE ANALYSIS
POLITICAL FACTOR:
In beauty products company political factors affect the company very much, the government
policy and rules affects the companies because beauty products are considered to be the luxurt
products.
ECONOMIC FACTOR:
All the factor that affects the purchasing power of the customers are economic factors, so
unemployment rate, interest rate will indirectly affect the demand of the consumer
SOCIAL FACTOR:
In beauty products mainly customer focuses on results rather than blindly believing on the
product Because major consumers are young and middle aged group
TECHNOLOGICAL FACTOR:
Raise in demand of beauty products due to adaptation of higher techno;ogy.
LEGAL FACTORS:
Consumers who use beauty products expect that company use necessary standards for the
protection of customers.
ENVIRONMENTAL FACTORS:
Products should be Eco friendly and such organisation receive a positive public image.
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TASK 3
Methods used to e-market products and services
Marketing of product through the useof internet is known as e marketing or it is also
called digital marketing. E marketing results in less selling campaign cost and fast results.
Here are some methods which are used to do e-marketing or methods of marketing through the
use of internet (Goldberg and et.al., 2018).
1. Search engine optimization: It is an art of bringing company's website on top of the
search engine and this is done by experts who target some keywords in the website so
that it can appear on the top results. SEO is a low cost and helps in achieving better
results than paid advertising.
2. Social media marketing: To sell the products and services through the use of internet
company do advertising through social media such as Facebook, Instagram etc. because
advertising through such social sites helps in reaching the consumer fast.
3. E-mail marketing: e marketing through the use of e-mails is considered as the best
way of Marketing through electronic media because it haslow cost and simple to use
provides higher returns.
4. Pay per click: In this form of marketing, on every click ads, advertise pays a fee. It's a
way of buying the site rather than earning the visits originally
How companies manage their online image:
In today's world, customer do online search of the product and of the brand before they
buy the product so it is very important for the company to manage the online image, else it
will affect the sales of the organisation
Here are the things that company is required to follow to maintain its online image.
1. Content should be useful: writing interesting content on company's website or in the
product description box attracts the consumer and will help in maintaining the image of
the company because irrelevant or fake content to attract consumer results in soiling
image of the organisation (Prasad and Saigal, 2019).
2. Establish guideline for employees: If an organisation treats their employees well than
employees praise the company and it improves the image of the administration. And if
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the employees of the company are socially active than they can post about the working
atmosphere or about the way they are being treated in the organisation.
3. Clean up the act: R Robson (Guinot) is a small company and every small step affect
image of the company so it should remove any negative comment or inappropriate
photos to maintain its online image.
TASK 4
Techniques to analyse target market
In a small business company marketing department should analyse the market so that
company can achieve growth.
There are so many techniques to analyse the market, here are some of them:
1. Factor analysis: It is the key analysis marketing technique which helps in knowing the
effect of change in one factor over other factors.
2. Regression analysis: This technique helps in knowing the state between dependent and
independent variable.
3. Correlation analysis: it is the technique helps in know about how two variables are
closely to each other.
4. Cluster analysis: It is that statistical tool through which categorization of different types
of objects in to groups are done. It is majorly used for market division. This analysis
further helps in targeting the customer as per their needs, beliefs and behaviour.
Findings of market research and market analysis:
This report has helped me in finding that marketing is the heart of company and its
helps in achieving the goals of the organizations. I have further learned about the marketing
tool which is the best tool for company as well as, f 7 P's of marketing is also applied to
marketing. Through Market research I have also come to understand and its methods
Marketing analysis tools is also discussed above. Advantages of E-marketing are also included
in this assessment. I also learn how R Robson (Guinot) manage its online image (Tuten and
Solomon, 2017).
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CONCLUSION
The above report summaries the activities that are required to be carried out for
marketing purpose along with that marketing segmentation are being explained to know the
identification of customers besides that the main aim behind the analysis of market has been
explained and methods to explain the market research are also shown in the project. Measures
that can be taken by R Robson (Guinot) to maintain its online image are also explained
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REFERENCES
Books and journals:
Fairchild, S.L. and et.al., 2017. Pierson and Fairchild's Principles & Techniques of Patient
Care-E-Book. Elsevier Health Sciences.
Goldberg, et.al., 2018. Social marketing: Theoretical and practical perspectives. Psychology
Press.
Lilien, G.L., Rangaswamy, A. and De Bruyn, A., 2017. Principles of Marketing Engineering
and Analytics. DecisionPro.
Mayer, J., Borges, P.V. and Simske, S.J., 2018. Introduction. In Fundamentals and Applications
of Hardcopy Communication (pp. 1-5). Springer, Cham.
Prasad, P. and Saigal, P., 2019. Social Media Marketing: Tools and Techniques. In Application
of Gaming in New Media Marketing (pp. 202-214). IGI Global.
Pulker, C.E., Scott, J.A. and Pollard, C.M., 2018. Ultra-processed family foods in Australia:
nutrition claims, health claims and marketing techniques. Public health nutrition, 21(1),
pp.38-48.
Tatlow-Golden, M. and et,al., 2017. A safe glimpse within the" black box"? Ethical and legal
principles when assessing digital marketing of food and drink to children. WHO Public
Health Panorama, 3(4), pp.613-621.
Tuten, T.L. and Solomon, M.R., 2017. Social media marketing. Sage.
Online
7 P's of marketing, 2016, [Online]. Accessed through :
<https://www.smartinsights.com/marketing-planning/marketing-models/how-to-use-
the-7ps-marketing-mix/>
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