Marketing Principles and Techniques Report for Gill Wing London

This report provides a comprehensive overview of marketing principles and techniques, focusing on their application to Gill Wing London, a cook shop. It defines marketing, explores market research methods including primary and secondary research, and discusses the significance of market segmentation and the marketing mix (price, place, product, promotion). The report delves into e-marketing strategies, encompassing personal branding, search engine optimization (SEO), social media, and email marketing. A PESTLE analysis examines the political, economic, social, technological, environmental, and legal factors impacting Gill Wing. The assignment concludes with an application of the learning, emphasizing the importance of understanding market demands and trends to drive innovation and customer base expansion for the business.

Marketing Principles and
techniques

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK1- Definition of Marketing....................................................................................................3
TASK2- Market research.................................................................................................................4
Task 3 – E-marketing ....................................................................................................................6
Task 4 – Applying your learning ....................................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing is consider as important element of organisation in which different tools and
techniques has been used in order to promoting the goods and services at various part of region
in which company operate their business (Bishop , Fody and Schoeff ,2013). Further, in today
dynamic environment competition has been huge because of innovative and digitalise techniques
coming in the form of products and services that induces small companies at the time of starting
business research the market trends in order to evaluate the demand of products which were
going to launch in market. Under this assignment the company which is preferred i.e. Gill Wing
London based cook shop deals in different kitchen products and envy inducing cookwear.
Further this project discuss about the concept of marketing, E-marketing, marketing research and
different learning aspect in marketplace.
TASK1- Definition of Marketing
Marketing can be defined as process in which organisation execute different process and
actions in which various promoting activities has been conducted in order to sell the products
and services through advertising and marketing research at optimum level so that market share
and profitability can be enhance. Now a days in dynamic environment competition has been
increasing due to recent modification in trends, choices and preferences of customer therefore it
is necessary for small businesses like Gill Wing to introduce some new varieties in their kitchen
products and services which attracts large audiences that facilitates long sustainability in
competitive world. Apart from it, there are different activities which has been running out by
whole marketing department in order to achieve goals. Different activities are described below:- Branding:- In order to establish strong position in external market company require to
create their brand value in the market for which they need to use different marketing tools
techniques that facilitates better sales and profitability in market place (Dann ,2010). Marketing research:- For small business like Gill Wing marketing manager need to
conduct research on marketing through which they collect the all the data and
information through primary and secondary source regarding all the current trends and
demand in respect of different multiple features in products services through which they
make alteration in their products. Purchase:- Raw material purchased has been performed by marketing manager because
they provide standard quality of goods and services.

Market Segmentation
The term can be define as process under which company divide the target or potential customers
into various groups, segment on the basis of their taste and preferences. Further market
segmentation is very important for marketer at the time of conducting their marketing campaigns
in which promotion strategies has been distributed among different segment and marketer save
their time, money and efforts at the time when targeting on individual basis.
Marketing Mix
The term marketing mix consider as mixture of all those promotional strategies and tactics which
has been executed in order to sale the products and services in market. Their are different
elements of marketing mix used by Gill Wing are described below:- Price:- It is the consideration which the individual paid in respect of goods and services
he or she purchased and it is decided on the market demand and supply. Place:- Different types of customers that engaged with Gill Wing and it is vital for them
to deliver the goods and services to different customer at particular place. Product:- Different types of Kitchen products are offered by Gill Wing in various region
therefore it is one the important factor of marketing in which company need to make
modification according to recent demand and trends of society.
 Promotion:- This is one of the important element of marketing mix in which Gill Wing
marketer required to use various tools and methods through which they promote and
aware customer regarding the product in which company deals.
TASK2- Market research
Market research meaning:- This term can be describe as process under which marketer conduct
different types of research in order to observe the recent demand and needs of customers
regarding various business products, services and different process (French ,2010). Further
company has to conduct both the primary and secondary research so that they collect important
informations.
Aim of marketing research:- The main objective of marketing marketing research is to identify
the response of customer in respect of business products and apart from it understand the current
customer needs and expectation according to their buying behaviour.
Aim of research:- It's main criteria is basically understand the current trends and market demand
in respect of various goods and services.

Different marketing research methods
Apart from it there are tools and techniques which has been used by marketer through their
marketing research which include various approaches like market research, surveys, observation
and different types of interview or experiment through which organisation can easily conduct
their research in better manner. All these things are essential and beneficial for company in order
to accomplish their goals and objectives within specified period of time. All these things are
valuable and become suitable for business like Gill Wing but the foremost methods for any
association is survey only. Apart reason for choosing this approach is just to save time, money
and efforts.
Company at the time of evaluating of various needs and wants of customers Gill Wing conduct
the large survey because it assist them by providing different relevant and various accurate data
and informations regarding customers opinion and preferences. Under this type approach
company conduct different survey in which they collect various information and data regarding
different individuals mainly applied in order to gather various information regarding individuals
through different marketing investigation in order to collect data information from various study
player. Further, marketing manager plays an vital role in order to conducting research survey and
for identifying the requirement of customers and various market trends in order to attain the
goals and objectives of business. On the basis of different type of research Gill Wing easily
attract large number of customers in order to enhance their sales.
Further Gill wing is small company who decided to conduct primary research in which all
the data and information has been collected by the marketer for the first time regarding the
current market trends and information through which they easily understand all the expectation
of customers and make unique changes in respect of their features and quality which create
higher chances for success of business products in market. Under primary research they
conducted interview in which different question asked from customers regarding their
experiences on the basis of which better modification has been made in respect of goods and
services.
PESTLE of Gill Wing
Political factors:-
This model help in analysis all the government
policies that reflect or influence the whole
Economic factors:-
Whole grocery market get an opportunity to
grow in better way which is based on

business and Gill wing has significant political
external factors in macro environment which
related to regulation on organic and GMO
food, free trade agreements and low labour
standards that act as opportunity and thread for
business.
economic stability and increase in labour cost
act as threat for business so Gill Wing has to
evaluate these factors.
Social factors
In social factor main elements like culture,
choice, sentiments through which customer
attach affect the sale of business so Gill wing
manufacture different kitchen products on the
basis of it.
Technological factors
In grocery and food sector there is
advancement in technologies which help in
increase the efficiency of business and the term
GMO threatens the whole food market to
adequate supply.
Environmental factors
Different factors like global warming and
increase in carbon foot prints affects the
business operation of grocery market so Gill
wing try to protect environment through their
processing.
Legal factors
Gill wing also consider all the compulsory
legal rules and regulation that enforced on the
products services related to Kitchen items.
Task 3 – E-marketing
Meaning of E-marketing:- The term E-marketing define as process under which marketer
formulate different types of strategies and tactics through which they are able to reach to large
number of audiences. Further, due to advancement in technology they are number of users which
were working through internet in which they directly access through various websites by using
various tools and techniques like computer, Laptop and different smart mobile devices through
which they can gather large number of data and conduct their work through various modes and
information. Further, organisation on the basis of different marketing source like advertisement,
social media and electronic modes organisation can approach to large audiences in order to
aware them regarding the online facility they are providing to public at discount rate so that

customers easily buy the product without going to retail stores (Gordon ,2012). On the basis of
E-marketing company easily update their digital techniques and maintain long term relationship
with customers that enhance their sales and profitability.
Methods of E-marketing Personal branding:- An successful entrepreneurs are those who easily generate set of
momentum through their business and under this branding is one of the important ways
that provide an opportunity to generate brand image and promote the whole brand and
through this company can easily maintain large customer base electronically which
automatically increase its sales and profitability. Search engine optimization:- SEO is one of the important e-marketing source under
which after establishing own official website which is more visible search engine so that
company can get more traffic from the people searching for the products or services that
organisation offer. This will help in creating large customer base by providing them
information about varieties of products and services in which company currently dealing. Social media:- This is one the best ways under which company uses different types of
online application like Facebook, Instagram and twitter through which company can
directly in touch with large customer and offer them different design of product services
in which company dealing therefore Gill wing used e- marketing modes through which
they avail customer about different new information in which they are engaging in
present time.
 Email marketing:- This is the most convenient and effective ways under which after
getting the personal ID of individuals company gather all the data and information and
send all the information of new products and services in which they are dealing by
sending their images to public which increase their sales. For example company must
adopt such modern strategies as compare to traditional techniques which allow them to
improve their market image and increase profitability of business.
Therefore, Gill wing need to scan all the strategies and tactics of rivalry related to electronic
media on the basis of which they establish their policies for strengthen their brand portfolio and
gain competitive advantages over competitors.

Task 4 – Applying your learning
On the basis of own marketing research and observation it is valuable for business and essential
for business to consider all the thoughts and opinion which is much essential for business in
order to running all the operations of business. Further, target market of company is according to
the age group and personality on the basis of which they offer all the products and services to
customers which help in capturing large customer base. On the basis of primary and secondary
research it has been found out that Gill Wing is small grocery store dealing in different food and
kitchen items required to understand all the market demand and trends in respect of same fields
which allow them to make further changes and innovation by introducing new features and large
varieties for customers. Apart from it, PESTLE analysis help the organisation that what type of
market opportunity they get and how to reduce all the obstacles and utilisation of different
marketing strategies and tactics through which they gain competitive advantages over
competitors and increase the goodwill and brand equity at global level also (Gordon , Carrigan
and Hastings ,2011).
CONCLUSION
It has been concluded from the whole assignment that marketing techniques and
operations are plays an important role in running all over operation of business. Further various
marketing tools techniques used by them in order to promote all the goods and services. Gill
Wing required to scan the external environment and ascertain all the recent market changes and
trends on the basis of which they bring modification on their kitchen products and services for
higher profits and market sales.

REFERENCES
Books and Journals
Bishop, M .L., Fody, E. P. and Schoeff, L .E. Eds., 2013. Clinical chemistry: principles,
techniques, and correlations. Lippincott Williams & Wilkins.
Dann, S., 2010. Redefining social marketing with contemporary commercial marketing
definitions. Journal of Business Research. 63(2). pp.147-153.
French, J. ed., 2010. Social marketing and public health: Theory and practice. Oxford University
Press.
Gordon, R., 2012. Re-thinking and re-tooling the social marketing mix. Australasian Marketing
Journal (AMJ). 20(2). pp.122-126.
Gordon, R., 2013. Unlocking the potential of upstream social marketing. European Journal of
Marketing. 47(9). pp.1525-1547.
Gordon, R., Carrigan, M. and Hastings, G., 2011. A framework for sustainable marketing.
Marketing Theory. 11(2). pp.143-163.
Kennedy, A .L., 2010. Using community-based social marketing techniques to enhance
environmental regulation. Sustainability. 2(4). pp.1138-1160.
Miller, R. and Lammas, N., 2010. Social media and its implications for viral marketing. Asia
Pacific Public Relations Journal. 11(1). pp.1-9.
Nowak, G. J., and et. al ,2015. Addressing vaccine hesitancy: the potential value of commercial
and social marketing principles and practices. Vaccine, 33(34), pp.4204-4211.
Parker, S., and et. al. ,2011. Formative assessment using social marketing principles to identify
health and nutrition perspectives of Native American women living within the
Chickasaw Nation boundaries in Oklahoma. Journal of nutrition education and
behavior. 43(1). pp.55-62.
Pesavento, S. and Bégué, L., 2011. Introducing marketing strategies and techniques into the field
of voluntary blood donation, to meet the rise in blood demand. Transfusion clinique et
biologique: journal de la Societe francaise de transfusion sanguine, 18(2), pp.198-205.
Reijonen, H., 2010. Do all SMEs practise same kind of marketing?. Journal of Small Business
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Online
Different Types and Methods of e-Marketing. 2018. [Online]. Available through:
<https://code95.com/blog/types-and-methods-of-e-marketing/ >.