Marketing Principles and Techniques Report - Analysis of M&S Marketing

This report delves into the core principles and techniques of marketing, exploring concepts such as market segmentation, the marketing mix, and market research methods. The assignment uses Marks and Spencer as a case study to illustrate these concepts. It examines the aims of market research, various research methods (surveys, interviews, etc.), and market analysis tools like PESTLE and SWOT analyses. Furthermore, the report covers e-marketing strategies, including email marketing, blogging, and social media, along with techniques for managing an organization's online image. The report also includes a practical application of market analysis techniques to research a target market for a hypothetical product, such as a jacket, and interprets the findings of the market research.

Marketing
Principles and Techniques

Table of Contents
INTRODUCTION...........................................................................................................................4
TASK 1............................................................................................................................................4
1.1 Definition as well as concept of marketing..........................................................................4
1.2 Marketing segmentation as a tool to identify customer........................................................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 that could be used......................................................7
TASK 3............................................................................................................................................7
4.1 The methods used to e-market products and services..........................................................7
4.2 Identifying the way an organisation manage their online image.........................................8
TASK 4............................................................................................................................................8
3.1 Using market analysis techniques to research the target market for own product or
service ........................................................................................................................................8
3. 2 Interpreting the finding of market analysis as well as research ........................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing is defined as the activity which is conducted by employees in an organisation
with the motive of promoting products or services. The objectives of marketing are to increase
sales as well as profitability. There are several principles of marketing which directs marketing
manager towards achievement of objectives. In preset scenario , the marketing activities has
wider scope.
The purpose of the assignment is to develop the understanding about marketing concept
in context of Marks and Spencer company. It also has focus on identifying the activities or
function performed by marketing manager in an organisation.
TASK 1
1.1 Definition as well as concept of marketing
The definition proposed by Kotler , according to him marketing can be defined as the art
or science which assist an individual in exploring , developing as well as delivering the high
value to customers. The purpose of facilitating marketing is to inform people about the product
or services offered by an organisation and to fulfil the needs of people by delivering goods or
services (Meaning and function of marketing management, 2010.). The marketing strategy
formed by manager in Marks and Spencer company intends to help business entity in increasing
market share and customer base.
Marketing includes the several activities which is executed by marketing department in
an organisation for specific purpose. It is considered to be as a way to inform the availableness
of a trade good, service, idea or a brand to the customer in such a manner that people are
interested in it and wish to acquire the products.
The function of marketing department is to formulate plans or strategics to attract the
customers. In addition to this it is the duty of marketing manager to facilitate market research
and assist firm in promoting brand , product or services (Marketing Function,2017). The task of
marketing manager is to implement marketing strategies.
1.2 Marketing segmentation as a tool to identify customer
Marketing segmentation is considered to be as an appropriate tool which can be used by
the manager in an organisation for recognising particular target group. In market segmentation ,
manager in an organisation divides market into small parts. Market segmentation assist an
organisation in identifying the needs as well as demand of particular customer group. It also

supports manager in identifying the customer group to whom the company wants to sell the
products or services.
Market segmentation strategy allows manager to analyse or determine the need of goods
or services. It also enables management to address the problem and analyse the appropriate
solution for the same (Kubacki and et.al., 2015). Market segmentation strategy refine target
market by identifying the customers or people who has bought the goods or services offered by
an enterprise.
For instance, if Marks and Spencer company need to launch new item , marketing
manager should conduct research. As this strategy will assist firm in ensuring the successful
launch of product or service in the market. Those customers who find trade good or service
appealing often share similar characteristics, which will assist marketing manager in identifying
their target audience.
The market can be segment on the following basis such as:
 Demographic segmentation : In this type of segmentation strategy, market is
categorised in small segments on the basis of Quantifiable population characteristics like
age, gender , socio -economic status etc.
 Psycho graphic criteria : Customers are grouped into small segments on the basis of
their life styles, attitude and other personal characteristics.
 Geographic segmentation : Physical location is the criterion used for dividing large
market in small portion. For instance: M&S will target customers residing in greater
London.
 Behavioural segmentation: Customers are grouped into small parts or portion on the
basis of consumption as well as buying behaviour. Examples of such market
segmentation basis include occasion, user status, usage rate, loyalty status and buyer
readiness stage.
In context of Markers and Spencer company, business entity has adopted the
demographic market segmentation strategy which has helped firm in minimising the effect of
competition its business activities. Thus, business unit will target youngsters (20-35 years old)
who prefer to use stylish jackets.

1.3 Marketing mix
Marketing mix is considered to be as the important factor or element which should be
included in marketing plan .As without the proper marketing mix , the firm will not able to
achieve its marketing objectives. Marketing mix of Marks and Spencer company:
Product : The Marks and Spencer operates in retails industry and offers wide variety as well as
range of products or services to customers (Kumar, 2016). Business entity manufacture products
or services for all people belonging to different age group.
Price: an enterprise offers wide range of goods as well as has adopted the competitive pricing
strategy.
Place : Marks and Spencer has many stores located at different location. This strategy has helped
an organisation in reaching to the wide number of customers. In addition to this a firm also haver
its own website from where customer gain information about the company.
Promotion : Manager in Marks and Spencer company has aligned its marketing strategy with
the advertisement campaign. In addition to this an enterprise has also decided to utilise digital
platform such as social media sites for promoting brand, goods or services.
Procedures: Business entity has focus on renovating its stores as well as making outlets more
attractive.
Physical evidence: Marks and Spencer organisation has its store in domestically as well as
globally.
TASK 2
2.1 Aims of Research and market analysis
The aims of executing the market research is to identify the needs as well as demands of
customer in the market. Market research activity helps business entity in meeting the expectation
of customers and assist in gaining the loyalty of client (Loe and Ferrell,2015). It also helps an
enterprise in increasing sales and profitability.
Purpose of market analysis is to gain the knowledge about the market and analyse the
situation. Market analysis strategy support manager in making the appropriate plan in to deal
with the several changes in situation. It also helps an enterprise in gaining the competitive
advantage in the market.

2.2 Market research methods
There are several methods which can be used by manager in Marks and Spencer
company, these are survey, interview, observation, experiments , trials, primary and secondary
research. In context of Marks and Spencer company, marketing manager can utilise survey
method for facilitating research. As this method or research techniques will help an organisation
in collecting the detail information about the customer as well as market. Survey is considered
to be as an effective method when manager in an organisation want to measure something
objectively (Barrett and Weinstein,2015). This method has been recommended as there are the
larger number of buyer for products or services, it will be difficult for company to analyse the
need of individual. Survey method can be effectively utilised for analysing the attitude of
employees or customers.
2.3 Market analysis tools and techniques that could be used
There are different types of tools and techniques which can be used for analysing the
market such as :
 PESTLE analysis- It is considered to be as the effective tool which assist marketing
manager in analysing the effect of changes in external or internal environmental factors
on business operations. Such external environmental analysis technique provides deeper
insight about political, economic, social, technological, legal and environmental
condition prevailing in UK. Hence, referring analysis tool or model manager of M&S can
get deeper insight about market condition and become able to formulate strategies which
in turn contribute in gaining competitive edge.
 Swot analysis- This tool supports manager in identifying the internal strength and
weakness of firm. It also presents opportunities and threats associated with the business.
Hence, by doing SWOT analysis M&S can do internal environmental analysis more
effectually and thereby would become able to develop suitable strategic framework.
 Product analysis- This market analysis technique includes analysing the features as
well as determining cots , quality other aspects of good. The objective of implementing
this technique is to analysed rte perception of stakeholders about launch of new product
by company.

 Portfolio analysis- It includes recognition as well as evaluation of all products or service
groups offered by an organisation in market. Portfolio analysis helps marketing manager
in formulating strategies in order to support firm in increasing share and sales.
 Competitor analysis- Porters five force model can be used as a tool for measuring the
intensity or level of competition in an industry. It can also be used by marketing manager
in an enterprise for evaluating or analysing an effectiveness of an industry in which
company is operating (Bahadir, Bharadwaj and Srivastava, 2015).
TASK 3
4.1 The methods used to e-market products and services
There are several methods for online marketing these are:
E-mail marketing- It is recognised as the traditional method of marketing. In this list of e-mail
helps marketing manager in ensuring that message has been successfully sent to the target
customers.
Blogging – By utilising this online marketing technique market manager in Marks and Spencer
organisation can share detail information about the products or services.
SMS marketing- This method assist an organisation in direct sharing of information about
launch of new product , schemes or brand.
Press release- It is considered to be as the new or modern method used for promoting the brand ,
goods or services. Online publication , newsletter etc. some of these are also pushed out to print
publications.
Social media channels – By utilising the social media platform , a firm can reach to wide
number of customers and facilitate direct communication with them.
4.2 Identifying the way an organisation manage their online image
There are several techniques which can be used by marketing manager in Marks and
Spencer company in order to protect the online reputation of an organisation . These are:
Setting up of google alerts- It is very much important for marketing manager to have
knowledge about the tool which can be used for maintaining the online image of firm. Google
alerts is considered to be as an appropriate tool which enables an individual to set alarms or
alerts which will notify them when anybody provides their feedback about company or its
products (Pels,2015).

Launching or implementing content strategy- It is required by Marks and Spencer
organisation to make investment in authoritative content. By adopting the content strategy,
manager in an enterprise can easily identify problems as they emerge.
TASK 4
3.1 Using market analysis techniques to research the target market for own product or service
Qualitative analysis techniques has been used for conducting the survey and gathering the
information directly from the customer about their expectation related to the launch of new
products such as jacket (Homburg, Jozić and Kuehnl, 2015 ). The customers are first categorise
in small segments on the basis of demographic criterion that some of the participants were
selected randomly. For executing the research 20 participants has been selected .
Questionnaire
Ques 1 : What are you expectation related to the Jacket?
 Good quality
 Low price
 New cloth material
 Trendy
Ques 2 : What are the preference related colour of jacket?
 Blue
 Black
 Pink
ques 3. What are your concern related to the product?
 Cost
 Quality
 Both
Ques 4. What you expect price of the product would be ?
 50 $
 60 $
 70 $
Ques 5. What material you prefer to be used in Jacket ?
 Leather
 Cotton

 linen
Ques 6. Will You prefer to buy the product when it is launched in the market?
 Yes
 No
Que 7. What factors you considered when buying the product ?
 Quality
 cost
 Procedure through which product is created
 Colour
Ques 8. What are the factors which can influence you decision or choice related to buying
product?
 Social influences
 role models
 Latest trends
Ques 9.Among the following option which factor does you value more ?
 Brand
 price
 quality
 All of above
Ques 10. What you expect about life span of the product ?
 1 year
 6 months
 2 year
 3 year
Ques 11.Will you prefer to buy the product online ?
 Yes
 N
 Ques 12. have you made any purchase from marks and Spencer organisation before?
 Yes
 No

Ques 13. Have You bought any product by getting influenced from marketing or branding
programme ?
 Yes
 No
Ques 14. What are the main factor if you buy jacket of another brand ?
 Innovation
 Advertisement
 Other
Ques 15. Are you brand loyal or conscious of jacket ?
 Yes
 No
3. 2 Interpreting the finding of market analysis as well as research
What are you expectation related to the
Jacket?
Frequency
 Good quality 15
 Low price 2
 New cloth material 1
 Trendy 2

Interpretation : It has been indicated from the above information that most of the
customers in the market have the high expectation related to the quality of jacket. Among 20
employees four employs has stated that they expect that in jacket new material will be used and
its look trendy.
What are the preference related to colour of
jacket?
Frequency
 blue 5
 Black 10
 Pink 5
Good quality Low price New cloth material Trendy
0
2
4
6
8
10
12
14
16
Column B

Interpretation : It has been interpreted that among 20 employees 10 have stated that the
black is the standard colour which they prefer to have jacket. While 5 people have stated that
they want jacket in blue and pink colour.
What are your concern related to the
product?
Frequency
 Cost 5
 Quality 5
 Both 10
blue Black Pink
0
2
4
6
8
10
12
Column B