Marketing Principles and Techniques: A Comprehensive Report

This report provides a detailed exploration of marketing principles and techniques, covering key concepts such as market segmentation, the marketing mix (product, price, place, promotion), and various market research methods. It examines diverse activities within marketing departments, emphasizing the importance of market research and business development. The report delves into different market segmentation methods (geographic, demographic, behavioral, psychographic) and their application. It also explores e-marketing strategies and the significance of online image management, using examples to illustrate the impact on organizations. Furthermore, the report includes market analysis techniques, particularly SWOT analysis, and analyzes target markets, supported by charts and graphs. The report uses Marks & Spencer as a case study, analyzing its marketing strategies and product offerings, specifically flavored cookies. The analysis emphasizes the importance of understanding customer preferences and adapting marketing strategies to maintain a competitive advantage in the dynamic retail environment.

MARKETING PRINCIPLES
AND TECHNIQUES

Table of Contents
INTRODUCTION................................................................................................................................3
TASK 1.................................................................................................................................................3
1.1 Diverse activities carried out in marketing departments in other businesses .......................3
1.2 Market segmentation as a tool to identify customers and market segmentation methods ...4
1.3 Marketing mix ......................................................................................................................5
TASK 2.................................................................................................................................................6
2.1 Aims of research and market analysis...................................................................................6
2.2 Market research methods .....................................................................................................6
2.3 Market analysis tools and techniques....................................................................................7
TASK 3.................................................................................................................................................8
3.1 Methods used to e-market products and services..................................................................8
3.2 Companies managing their online image with examples to identify the impact it can have on
an organisation if managed poorly or well ................................................................................8
Organisation can manage the online image through-..................................................................8
TASK 4.................................................................................................................................................9
4.1 Market analysis techniques...................................................................................................9
4.2 Target market of research....................................................................................................12
4.3 Presentation using charts & graphs.....................................................................................15
REFERENCES...................................................................................................................................20

INTRODUCTION
Marketing is the process of transforming information between organisation and customers.
Marketing plays main role in any organisation. Through marketing the organisation can understand
taste and preferences of customers and this thing help the organisation to stay in the competitive
environment. In the dynamic era everything is based upon customer satisfaction, if the organisation
focuses to satisfy the customers then it will create competitive advantage. Marks&Spencer is public
limited organisation and it is one of the largest retail industry in UK. Its long term goal is to cut
down the prices and increasing the staff level, and it will impact on profitability of business. It sells
many of things like food, arrivals, electrical equipment, home products and many other products.
This file considers Flavoured cookies in food products which sells by them in all over the country
and outside the country. This file will consider major points such as diverse activities carried out in
marketing departments, segmentation as a tool to identify customer marketing mix, aims of research
and market analysis market research methods used to e-market products and services market
analysis techniques to research the target market.
TASK 1
1.1 Diverse activities carried out in marketing departments in other businesses
Marketing is the systematic approach to meet with the demand of customers. Marketing considers
all the activities related to the product such as in production, sales, advertisement etc. Through
marketing customers get aware about the existence of product and the brand. There are diverse
activities which do by the marketing department-
Market research- Market research is the main part of any organisation. It can help the organisation
to understand the target market and preferences of customer. In the competition market, it is an
important tool to catch the market opportunities. Through market research an organisation can
identifies the situation of their product in the market in compare to other brands. Market research
provides information to the organisation about the whole market.
Business development- Marketing department closely works with sales department and they both
together develops the business. Through marketing the marketer of organisation put all their efforts
to promote the specific product or brand and it will help the sales team to sells in the target market.
Activities of sales and market team are to convince the customer about the product and sell the
product. The marketing department works for business development.
Connecting customers to product- Marketing department is the intermediator between

organisation and customers so the marketing team works for making relationship. They go to the
customers and take feedback from the customers regarding the product. There is two type of
customer, one who use the product and one who is not using the product. The marketing team meets
with both the customers and try to satisfy them according to their needs and wants.
Example- Tesco uses primary research for understand the market so it finds the new information in
efficient way. Other side Sainsbury's organisation uses the market research technique such as
qualitative and quantitative research the bases of customer satisfaction. They both connecting with
the customers through marketing department and this helps in develop their business.
1.2 Market segmentation as a tool to identify customers and market segmentation methods
Market segmentation is the process of dividing entire market into different segments. Dividing the
market on the bases of similar characteristics of customers. A marketer can divide the whole market
on different bases such as gender, age group, income, place, occupation, usage of product, lifestyle
of customers etc. It is an important tool of marketing which applied by every organisation who
wants to develop the market with its product. It is a tool to identify customers. Through market
segmentation an organisation can know about the different types of customer and value of brand. It
is the tool to identify use of product by customers. It helps to identify the market that how many
people likes the product and which age group of people interested to purchase the product. These all
thing help the organisation in production of the product so the wastes can be decreased.
Methods of market segmentation
Geographical segmentation- In it the market is divided on the bases of geography. It is important
for marketer because people from different region have different demand and needs.
Marks&Spencer use geographical segmentation method because the demand of food is different in
every region. So divide the market on the bases of geographical location is important to understand
the demands of customers.
Demographic segmentation- In demographic segmentation the market is divided on the basis of
gender, family size, marital status, age, occupation, nationality etc. It is the most common
segmentation for marketers. In each and every organisation this method of segmentation is applied.
For example Marks&Spencer use this method to identify the customers who use their product. To
identify that what type of customers are existed in the market and their different needs and wants. It
is common thing that having low income people can not buy costly things so the organisation
consider this point while decide the price of product.
Behavioural segmentation- The market is also segmented on the bases of behaviour of customers.

Behaviour include usage of product, preferences, choice and decision making of customer. It is
divided to identify uses of product and knowledge about the product of the customers. For example
marketers of Marks&Spencer segmented the people on the bases the people who know about the
product, those who do not know, current users, potential users, Ex users, first time users etc. It helps
the organisation in market development.
Psycho graphic segmentation- In this segmentation the market is segmented on the bases of
personality, lifestyle and attitude of customers. Consumer buying behaviour affected by the
personality and lifestyle. Personality of consumer includes habits, traits, attitude, temperature etc.
and lifestyle is about how person lives his life. Marketer of Marks&Spencer uses this segmentation
because taste and preferences of people are changes in every season such as winter, summer, rainy.
Through identifying the attitude of people the organisation develops itself.
1.3 Marketing mix
Marketing mix refers to the combination of factors which can be controlled by the organisation. It is
set of practice that help the organisation to promote its product. It consists with 4 main elements
such as product, price, place, promotion.
Product- Marks&Spencer is the most popular brand of UK. It is top retail chain brand in UK. It
sells many products. It sells many types of food products. Quality is an important aspect of the
product and the organisation gives quality product to its customers. Marks&Spencer have 615 food
stores across the UK. Its food sells increased day by day while the clothing is on decreasing mode.
Marks&Spencer sells food under its brand 'St Michael'.
Price- Price is the second element of marketing mix and it is the major element. Some people likes
quality product with comfortable price. It plays an important role in selling of product because most
of the customers like medium price product just because of their income category. Marks&Spencer
having good price strategy which is comfortable and affordable for the maximum people. They give
minimum 30% discount on their food products in schemes. Some product sells on premium price
which only target the upper level customers.
Place- Marks&Spencer have 615 food stores across the UK. Many stores situated in all around the
world and selling of its food products increasing in recent years. It sells the products online also
through different websites. Marks&Spencer have its own website also, which through the citizens
of UK can easily approach to the products.
Promotion- Marks&Spencer choose its mark ting strategy very carefully. It promotes the products
through digital marketing and advertisement campaign. It also uses print media, mobile and social
media apps to promote the food products. Marks&Spencer also promotes the season sale to its loyal

customers.
TASK 2
2.1 Aims of research and market analysis
Market research is the process of gathering, collecting and analysing and interpreting the
confirmation of market, product or service to be offered for sale in the market. Market research is
the process of making relationship between organisation and customers. It is an important aspect of
any organisation because through market research the marketer can identify the target market and
understand about desire of customers. Market research have two sources, one is primary data and
other is secondary data. Primary data refers to gathering information from the customers to meet
them. Market research is conducted for increasing in productivity and profitability of the
organisation.
Aims of market research- Main aim of conducting market research is to identify the needs and
wants of customer in the target market. Through market research the organisation know about the
competitors in market and it helps to making marketing strategies. Overall aim of market research is
increase productivity and profitability of the organisation.
Aims of market analysis- Market analysis helps to identify how market is operates. It helps to
develop current target market and growth of market.
2.2 Market research methods
There are basically two types of market research, primary and secondary
Primary research - It is the research in which data is collecting or gathering from customers first
time. There are different method of primary research-
Surveys- It is the widely known method of market research. Through surveys the marketer can take
feedback from the customers regarding the use of product. It is most common method which used
by every organisation. The marketer makes a questionnaire with different questions and give the
questionnaire to customers to fill. Customers fill the form according to their knowledge about the
product and brand.
Focus group- It is the group of some people in the target market. Through video or audio
conferencing the customers give their feedback regarding the product. A small room where the
group talks about the topic with interest. Through this the marketer can find the problems of
customers.

Interviews- With conducting the personal interview the marketer can understand the market
environment. Through face to face interview the marketer ask some questions to the customers and
understand their thought about the products.
Secondary research - Secondary research is based on primary research. This research is based
upon the data which has already collected by someone. In secondary research the data is collected
through internet, magazines, journals, newspaper, government websites etc. Through market
research it will be known that Flavoured cookies of Marks&Spencer is attracting customers and
they are comfortable with the price of its product.
Example of methods which is suitable for organisational
The best method is primary research method which is suitable for the organisation because
through this method the organisation can gather the real data from the customers. The most effective
thing is feedback from customers which is in trend. Marks&Spencer can use this method to
understand about the market situation of the product and what the customers what from them.
Marks&Spencer can know about the desire of people and increase the profitability through it.
Online feedback method is applied by many organisations because it is the easiest way to know
about the review of customers towards the product.
2.3 Market analysis tools and techniques
SWOT Analysis
It is the internal analysis of the organisation through which the organisation can know about its
strength, weakness, opportunities and threats. Marks&Spencer can use this for its internal analysis.
Marketer can compare internal strength and weakness of the company to opportunities exist in the
market. Swot is used to develop strategies and plan for the organisation. It helps to see the overall
activities which happens in market.
PESTLE Analysis
It is the tool which is used by marketers to identify the external factors which affected the
organisation too much. It is the tool to monitor the macro environmental factors. Marks&Spencer
can use this tool to know about the factors affecting the organisation from outside such as Political,
Economical, Environmental, Technological and legal. It is the evaluation of these all factors which
can be applied by organisation.
Porter's five forces
It is an analytical tool which can be used by Marks&Spencer to identify the market condition. This
model is used to analyse the competition in the business. The organisation can understand about the

competitive environment and the situation of the product in the market among competitors. It
considers bargaining power of customers and suppliers, threat of new entrants, competitive rivalry.
TASK 3
3.1 Methods used to e-market products and services
E-marketing is also called internet marketing which is used to marketing of product and service
through internet. It is also one of the process of marketing the product and services through
wireless. A lot of customers depend on their smartphones to purchase the product so e-marketing is
the important thing to build relations with customers. There are various methods to e-market the
product and services-
Blogging- In blogging the marketer create a personal blog which fulfils with different products and
their specification, through this the marketer of Marks&Spencer promoting and adverting its
product or services. The customers can easily approach to the products through follow the blog.
E-mail marketing- Marks&Spencer use e-mail marketing to aware existing customers or new
customers, about the product and new offers. Markers send mails to the customers to aware them
about the new offering in products. It is the common way of marketing.
Search engine optimisation- It is the process of affecting the online visibility of a website or
webpage in a web search engines unpaid result. Through search engine optimization the marketer
can provide comparative products to the customer. Consumers can easily chose their products
through search engine. Marketers using website of Marks&Spencer to sale the product.
Social networking sites- It is the best place to marketing of product and services. Through social
media applications the marketers of Marks&Spencer sale their products to customer. This is the era
of social sites and everyone use the social media apps so it is easy to approach to the customers
through it. With use of different application customer's get aware about the product and think to
purchase the product.
3.2 Companies managing their online image with examples to identify the impact it can have on an
organisation if managed poorly or well
Online reputation of the company is the important thing. It all depends on the digital marketer or
that how to they manage online reputation of the organisation. It includes the way of present the
product online, its online services, product specification and review etc. On the bases of these all a
consumer visit the site and make the decision whether to purchase the product or not.

Organisation can manage the online image through-
 Optimize the site with company name and contact details
 Choose LinkedIn for social marketing
 Pay attention to offline reputation too
 Pay attention to Wikipedia page
 Put all the products on one single site so customers can easily approach
Impact of strong online image on Marks&Spencer organisation
 Positive customer reviews improve website trust authority
 Helps to improve online traffic
 Positive customer reviews improve bottom dollar sales
 Good image helps to increase profitability
 Build brand loyalty of customers
 Build satisfaction level of employees through big brand name
Impact of poor online image on Marks&Spencer organisation
 Negative publicity of brand
 Impact the profitability of organisational
 Decrease in number of customers
TASK 4
4.1 Market analysis techniques
SWOT Analysis
Strength
 Strong offering in line with the latest
trends
 Strong focuses on customer experience
 Strong approach to the customers
Weakness
 Financial performance is not good.
 Existence of substitute products in the
market.
 Limited market share

Opportunities
 Marks&Spencer can develop their
websites to maximize the sales
 Opportunities to introduce new market
segment just because of good approach
to the market.
Threats
 Competitive market
 External factors
 Strong power of suppliers
PESTLE Analysis
Factors Description
Political factor It is public organisation and the government
policies are in favour of the organisation. High
cost structure has disfavour Marks&Spencer in
international markets.
Economic factor Marks&Spencer affected by the discount policy
of other competitive organisations.
Marks&Spencer focuses on high quality product
which only led to short term loss but customers
force to quality with value.
Social factor It is the most important factor which affected
organisation too much. Taste and preferences of
customers changes day by day so
Marks&Spencer have to fulfil their demand
according to their change.
Technological Technological factors plays an important role.
Marks&Spencer have powerful social media and
online existence so it is well placed to capitalize
on this approach.
Legal Legal factors such as many types of law like
employment law, equity law, health and safety
law etc. They all affect the organisation.
Marks&Spencer allows an OMNI channel

experience by allowing user option for home
transportation. Decision to exit EU along with
other UK retail merchant face legal act and for
that legal plan need to be put in place.
Environmental factor Marks&Spencer has inveterate it is the first
carbon neutral major retailer. It correspondence
with Greenpeace Marks&Spencer has
announced to take out the toxic chemicals out of
manufacturing process.
Porters five forces
Threats of new entrants- New entrants come in the market with new innovations and new
technique, it makes impact on Marks&Spencer. Through new entrants Marks&Spencer have to
reduce the cost of product, lower pricing strategy and providing new value proposition.
Marks&Spencer can face this problem with innovating new products and target new as well as old
customers.
Bargaining power of supplier- Organisations buy their raw materials from the suppliers. Powerful
suppliers use their negotiating power to take higher cost from retailers. It makes impact on
productivity of the company. Through this organisation has to increase the price and price become
factor for decreasing the customers. Marks&Spencer can solve this problem by build efficient
supply chain, experimenting with new product design and using different material.
Bargaining power of buyer- Buyers demanding a lot. They want quality product in low price but
in every case it is not possible for Marks&Spencer. This make impact on organisation to long run.
Marks&Spencer can solve this to building large base of customers, it will bring down the
bargaining power as well as give market possibility to organisation to streamline its production
process.
Threats of substitute product- It creates threat for Marks&Spencer organisation because in the
market many similar products are available and similar products in low cost make impact on the
organisation. Marks&Spencer can solve this problem to being service oriented rather than product
oriented. They have to understand the core need of customers.
Rivalry among the existing competitor- Rivalry among competitors create difficult situations for
Marks&Spencer. It drives down prices and decrease the overall profitability of the organisation.

Marks&Spencer can solve this problem by building sustainable differentiation, by building scale so
that it can compete better.
4.2 Target market of research
Primary research
Introduction - Marks&Spencer is retail chain organisation based on UK. It sells many products
such as food, clothing, home and kitchen alliance, gardening product, make-up and many other
things. Its product supplies in all around the world. This research is based on cookie product.
Company- Marks&Spencer
Product- Flavoured cookies
Target Sample - 30 customers of Marks & Spencer
Aim- Identify the target market to launching the new product Flavoured cookies of
Marks&Spencer.
Objectives-
Target respondents - The cookie product is target different age group customers such as children,
youngster. Company target the children and youngster because they are the user of this product.
Questionnaire
Marks&Spencer Questionnaire
Please share views
Name
Age
Contact number
Email id-
Q.1 Are you happy with the quality of product offered by Marks & Spencer ?
(a) Yes (B) No
Q.2 What is the most attractive thing in product or services by Marks & Spencer ?
(a) Quality (b) Design (c) Price

Q.3 What is your reaction toward Flavoured cookies ?
(a) Positive (b) Negative (c) Neutral
Q.4 How do you know about this product ?
(a) Internet (b) Outlets (c) Other source
Q.5 How often do you buy products from Marks & Spencer ?
(a) Twice a day (b) Weekly (c) Monthly
Q.6 Major factors that Marks & Spencer needs to work upon?
(a) Quality (b) Cost (c) Service
Q.7 What is the most satisfying feature of Flavoured cookies?
(a) Taste (b) Cost (c) Both
Analyse the data from questionnaire
Q.1 Are you happy with the quality of product
offered by Marks & Spencer ?
Frequency
Yes 24
No 6
Q.2 What is the most attractive thing in product
or services by Marks & Spencer ?
Frequency
Quality 15
Design 5
Price 10
Q.3 What is your reaction toward Flavoured
cookies ?
Frequency
Positive 20
Negative 5
Neutral 5

Q.4 How do you know about this product ? Frequency
Internet 10
Outlet 10
Other sources 10
Q.5 How often do you buy products from Marks
& Spencer ?
Frequency
(a) Twice a day 6
(b) Weekly 4
(c) Monthly 20
Q.6 Major factors that Marks & Spencer needs
to work upon?
Frequency
(a) Quality 7
(b) Cost 5
(c) Service 18
Q.7 What is the most satisfying feature of
Flavoured cookies?
Frequency
(a) Taste 15
(b) Cost 5
(c) Both 10

Secondary research-
SWOT Analysis- This analysis helps to identify internal factors of the organisation in which
the organisation runs.
Strength- The flavoured cookies likes by everyone just because of its quality and affordable
price.
Weakness- Competition from other brands which make similar products, is the main
weakness of company for flavoured cookies.
Opportunities- Marks & Spencer has opportunities to expand its cookie product in large
market.
Threats- Threat from local manufacturers who make same product in low price(Graber and
et.al., 2016).
PESTLE Analysis
This analysis help in identifying the external factors which impact on business functions
Political factor- It is determined with political situation where an organisation operates.
Marks & Spencer organisation follows rules while launching its flavoured cookies without making
issue.
Economical factor- Marks & Spencer faced the issues related tax policies when it comes to
sale the product outside the country.
Technological factor- Marks & Spencer required to operate innovative methods that will
help the organisation to modulate the business.
Social factor- Marks & Spencer has to focus on potential customers toward their Flavoured
cookies. It will impact on organisation in terms of profitability.
Legal factors- Marks & Spencer required to follow different legal laws while operating the
business.
Environmental factor- Marks & Spencer develops the product like flavoured cookies, will
not impact on environment so there is no environmental problem with launching the product.
4.3 Presentation using charts & graphs

Interpretation- On the bases of above graph it has been identified that out of 30 respondents 24
respondents are happy with the quality of cookie and 6 respondents are not happy with the quality
of cookie.
Interpretation- On the above graph it has been concluded that out of 30 respondents 15
respondents think that quality of cookies attract them, 5 respondents think that design attract them
and remaining 10 respondents think that price is most attractive element.
Yes No
0
5
10
15
20
25
Frequency
15
5
10
Quality
Design
Price

Interpretation- On the basis of above analysis it has been summarised that out of 30 respondents
20 respondents react positively, 5 respondents react negatively and remaining 5 respondents react
neutral.
Interpretation- From the above analysis it has been concluded that out of 30 respondents 6
respondents buy the product twice a day, 4 respondents buy the product in a week and remaining 20
respondents buy the product on monthly basis.
Interpretation- From the above graph it has been summarised that out of 30 respondents 10 people
Positive Negative Neutral
0
2
4
6
8
10
12
14
16
18
20
Frequency
6
4
20
(a) Twice a day
(b) Weekly
(c) Monthly

aware about the product through internet, respondents through outlet and 10 respondents through
other sources.
Interpretation- From the above data is has been concluded that out of 30 respondents 7
respondents think that Marks & Spencer has to work upon quality, 5 respondents think that
company has to work on cost and remaining 18 respondents think that organisation has to work
upon service.
10
10
10
Internet
Outlet
Other sources
(a) Quality (b) Cost (c) Service
0
2
4
6
8
10
12
14
16
18
Frequency
(a) Taste (b) Cost (c) Both
0
2
4
6
8
10
12
14
16

Interpretation- From the above graph it has been summarised that out of 30 respondents, 15
respondents think that taste is most satisfying feature, 5 respondents think that cost is satisfying
feature and 10 respondents think that both are satisfying feature of the product.
Recommendation
On the basis of above research it has been recommended that-
 Marks & Spencer requires using some research methodologies in order to identify customers
requirement for flavoured cookies.
 Marks & Spencer has to reduce the product cost to save themselves from competitors.
 They have to increase in marketing channel to promote the product.
CONCLUSION
From the above study it has been summarised that there were various activities run in
marketing department. From analysis of research method it has been concluded that primary
research was good for the Marks & Spencer organisation because through used of primary research
the organisation could gain all new information. Done swot and pestle analysis of the organisation
which through the internal and external factors of organisation had known. In the end of this file
research report has been concluded the various thing about use of flavoured cookies.

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