Report on Marketing Principles and Techniques for Businesses

This report delves into the core principles and techniques of marketing, examining various aspects such as market segmentation, the definition of marketing activities, and the application of marketing mix elements. It explores market research methodologies, including primary research methods like surveys and interviews, and secondary research methods. The report also covers e-marketing strategies, including email marketing, paid advertising, and search engine optimization, along with methods for managing online brand image. Furthermore, it applies market analysis techniques to research the target market for a herbal beauty cream, interpreting findings and providing recommendations. The report emphasizes the importance of understanding consumer behavior, identifying market segments, and utilizing effective marketing tools to achieve organizational goals and objectives, such as generating revenue and maintaining a strong brand image. The report utilizes examples such as the Natural Care Enterprises and Nestle to highlight the practical applications of these marketing concepts.

MARKETING
PRINCIPLES
AND
TECHNIQUES

Table of Contents
INTRODUCTION ..........................................................................................................................1
TASK 1 ...........................................................................................................................................1
Definition of marketing various activities carried out in marketing departments in other
businesses. ............................................................................................................................1
Market segmentation as a tool to identify customers. ..........................................................1
TASK 2............................................................................................................................................3
Aims of market research and market analyses .....................................................................3
Different types of marketing research methods .....................................................................3
TASK 3............................................................................................................................................5
Various methods used to e-market products and services....................................................5
Methods by which companies manage their online image...................................................5
TASK 4............................................................................................................................................6
Market analysis techniques to research the target market for herbal beauty cream .............6
Interpret the findings of your market research and market analysis......................................6
Finding and recommendation ..............................................................................................25
CONCLUSION .............................................................................................................................25
REFERENCES..............................................................................................................................27

INTRODUCTION
Marketing plays an important role to deliver different types of products to the customer.
There are various process of marketing which helps to determine buying behaviour of the
consumer which help to sell and purchase of different products in the marketplace (Meindl,
2012). Natural care enterprises is the company which provide various cosmetic products to the
customer in the marketplace. This is small company which uses different element of marketing
mix, various techniques of marketing which helps to determine the taste and preferences of
different customer. The marketing manager of organisation conduct market research which
helps the company to attain success of company.
TASK 1
Definition of marketing various activities carried out in marketing departments in other
businesses.
Marketing is the process by which exchange of different commodity with the money
(Syed and Kramar, 2017). Taking example of herbal skin products which is consumed by the
different customers marketing department gather information about views of different
products. Various tools and techniques used to promote this new products in the marketplace.
Various promoting tools which are used by the marketer like take helps of social site, newspaper,
advertisement of television and many others methods which are used by the manager of
company.
Market segmentation as a tool to identify customers.
Marketing segmentation is the process by which company divide the business market in
to different segment. The segmentation is done on basis of age group, demographic
segmentation, behaviour segmentation, geographic segmentation etc. Taking example of skin
care beauty cream company target female customer which aids to accomplish goals and
objective of customer. It position the product in such a way that customer can easily segment the
customer (Robichau and Wang 2018). The organisation target those customer which are very
cautious about their skin.
The various types of market segmentation are discussed below:
 Demographic Segmentation – In this category, market is being segmented on the basis
of variables like age,family, education , religion etc. With the help of these variables, a
1

large population can be segmented into specific customer groups which eventually helps
the company in selecting their targets in more appropriate manner. Like, in case of
Natural care company, they can make use of these segmentation so as to choose
appropriate targets for their product (Types of market segmentation, 2018).
 Behavioural Segmentation – In this category, the marketing manager differentiates the
group of customers on the basis of their knowledge, response, loyalty towards their
products. It is believed as one of the best segments that can be used by the marketers.
Like- If a customer is having good knowledge about cosmetic industry and knows that
which product is good and which is bad then Natural care company can successfully
target these customers for selling their products.
 Geographical Segmentation – This can be considered as one of the simplest method of
doing marketing segmentation because in this marketer can segments the market on
criteria like state, nation, country etc. If Natural care company will consider this then
they will select their target market as per these criteria itself.
Source: (“4P's of marketing mix, 2017 “)
2
Illustration 1: 4P's of marketing mix

TASK 2
Aims of market research and market analyses
The main objectives of market research is gather different types of information about the
needs and want of customer (Belk and Moreira Casotti, 2014). The marketing manager of
Natural care enterprises needs to perform different types of market research in order to know
about demand and desire of customer which helps to generate large number of revenue of the
company. The main aims of market research are describe below:
 determine the consumer response to organisation products.
 Know the consumers needs and expectations. Determine the various marketing problems.
Aims of marketing analyses
The main objectives of market analyses is to determine high yield consumer segments
for the outlook period. It is necessary to determine the consumption of different types of
products to the customer. Company needs to focus on to provide qualitative products as per the
demand made by the customer.
 Verify about the initial market system
 Map the market system
 identify system- level constraints
 Decide the priority of different customer.
Different types of marketing research methods
There are different types of market research methods which used by the marketer in order
to know the views about the different products which are provided to the customer. This helps to
generate large number of revenue of the company (Ciobanu and Ciobanu, 2015). There are
various ways to perform market research which aids to accomplish demand and desire of
different types of customer.
PRIMARY RESEARCH:
It can be defined as a type of research in which the data is being collected by the
researcher for the first time and is not being used by any other. If any organisation is conducting
primary research then it will also help them in acquiring the correct data which can be used by
3

company without any issue. There are various ways in which primary research can be collected
and few of them are as follows: Survey: this research is accomplish by the marketing manager of company. Marketing
manager of company communicate with the customer in order to know the feedback from
different customer which helps to know the demand and desire of different customer in
effective manner. Interviews- In this technique, a question answer session will be held between small group
of people in which they will be asked that whether they are liking the product which is
being offered by the company in the market. By using this method, the chances of getting
accurate information is more.
 Observation – This is the technique in which data is being collected by taking notes
about the occurrence happening in the world. It helps the company in understand the
insights about specific people, events that are being conducted around them.
Taking example of new product which is launch by the company survey method is most
appropriate methods to know the views about the market research which helps to know the
feedback from the customer.
The tools that can be used by the company for conducting market research are as follows:
 SWOT analysis – It is a very effective tool that can be used by the company to analyse
their internal factors and form strategies according to that. Natural care company can use
this tool while doing their research as it will help them in understanding that in which
areas company is strong and in which areas they are weak. Also, they will be able to
recognize that what kind of opportunities are available for them in the market and what
are the threats that they might face in the market.
 PESTLE – This tool is also very much helpful for the company while doing their market
research because through this, they will be able to analyse and monitor their external
environment factors which might have both positive and negative impact on the
company. Thus by analysing these, company will be able to take the decisions that are
beneficial for business.
4

TASK 3
Various methods used to e-market products and services
E- marketing is method by which various products of company are provided to the customer by
online medium. Customer chose the products by the different source of online and place order
marketing site and that particular product is reach to the customer by home delivery. There are
various methods of online marketing are as follows.
E-mail marketing: E- mail marketing is online methods by which a product or services to
a database through target a segment of customer through giving information about the different
products and services of company which is given to the organisation. This leads to accomplish
goals and objectives of organisation (Hwang and Chung, 2018).
Paid advertising: Paid advertising is also a most effective methods to promote the new
herbal beauty care products. This helps to promote different types of products provided to the
customer
Search engine optimization: These are the methods by which company able to increase
the appearance of website on different social site which helps to attract large number of customer
in the marketplace.
Methods by which companies manage their online image
There are various methods by which company can sustain a strong brand image in the
marketplace. These methods are given below:
monitoring: Company have to monitor the different functions of employee who are
involve in e- marketing and also focus on to provide different types of products to the customer.
Providing various products offers: Company needs to offers different types of discount
offers on the different products which are availed by the customer by online medium.
Delivery of products on time: the management of organisation needs to provide different types
of herbal products to the customer on stipulate time period.
Fulfil demand and desire of customer: Gathering different types of feedback from the
customer this leads to accomplish demand and desire of different customer which aids to fulfil
the demand and desire of the customer. This aids to maintain effective brand image in the
company.
5

Taking example of Nestle this company provide different types of products to the
customer but due to some issues in products like Maggie. People do not want to buy the products
which reduce the performance of organisation. The took various initiative steps in order to
increase the performance of company (Dann and Dann, 2016).
TASK 4
Market analysis techniques to research the target market for herbal beauty cream
There are various types of marketing techniques which helps to target various female
customer which helps to generate large number of revenues for the company. The marketing
manager of Natural care enterprises should use the survey methods to know the views about the
herbal beauty cream which helps to make changes in the products in effective manner. Company
uses different types of techniques to know the feedback of the customer.
Interpret the findings of your market research and market analysis
MARKET RESEARCH
A company can conduct their market research in two forms which are :
PRIMARY RESEARCH
Introduction - In this section, Natural care company is conducting a primary research so as to
analyse the market in a proper manner. Through this, they will be able to understand the market
and the taste of customers who are present at that market. It will eventually help them in
increasing their sales in the marker area and bringing growth and development to the company as
well.
Title – The company which is chosen here is Natural care company and the product which is
being produced by them is Natural herbal beauty care cream.
Demographics – In this section, following details are required to be included: Type of Investigation – Here, the researcher is making use of Qualitative method to
investigate the research. Type of Respondents – The respondents which will be chosen here will be the customers
as they will only be able to tell the actual position about the product in the market. Data Sampling – The research will make use of probabilistic sampling techniques so as to
chose the sample respondents. The sample size chosen here is 20.
6

 Data Analysis – The researcher will make use of Thematic analysis for analysing the
research in an appropriate manner.
Questionnaire for research -
7

QUESTIONNAIRE
NAME:
AGE:
GENDER:
E-MAIL:
MOBILE NUMBER:
INCOME:
Q.1) How do you often buy cosmetic products?
a) Very Frequently
b) Frequently
c) Rarely
d) Not Interested
Q.2) What are the factors that influences a person to buy cosmetics for themselves?
a) Family
b) Advertisement
c) Peer Group
d) Work place
Q.3) Are you aware about The Natural Care company?
a) Yes
b) No
Q.4) Do you think applying cosmetics is injurious to skin?
a) Yes
b) No
Q.5) What type of cosmetic products have you applied?
a) Fairness cream
b) Foundation
c) Concealer
d) Face Powder
Q.6) Have you seen any advertisement of The Natural Care Company anywhere?
a) Yes
b) No
8

c) Maybe
Q.7) What are the possible sources through which the customers can get to know about the
beauty products that The Natural Care Company will launch in the market
a) Cosmetologist
b) Magazine
c) Television
d) Friends or Family
Q.8) While choosing a cosmetic product, which of the following factor will be considered by
you?
a) Quality
b) Product's ingredients
c) Convenience
d) Brand
Q.9) Are you willing to try the The Natural herbal beauty cream launched by The Natural
Care Company?
a) Yes
b) No
Q.10) Do you think that Natural Care Company is producing effective cosmetic products for
their customers ?
a) Yes
b) No
Q.11) Have you suffered from any kind of side-effects after using the herbal products of the
Natural care company?
a) Yes
b) No
Q.12) What kind of place will you prefer to buy the cosmetic products?
a) Local Kirana Stores
b) Super markets
c) Shopping Malls
d) E-Shopping
Q.13) How much are you willing spend on these herbal beauty creams per month?
9

a) > Rs. 150
b) Rs. 150 -200
c) Rs. 250-300
d) < Rs. 300
Q.14) Do you think that The Natural Care company is making use of good promotional
campaigns to promote their cream in the market?
a) Yes
b) No
Q.15) Give recommendations on improving organisational performance in the market?
Data Analysis and Interpretation -
Q.1) How do you often buy cosmetic products? Frequency
a) Very Frequently 8
b) Frequently 6
c) Rarely 4
d) Not Interested 2
10
a) Very Frequently b) Frequently c) Rarely d) Not Interested
0
1
2
3
4
5
6
7
8
9
Frequency