A Report on Marketing Principles and Techniques for Cissy Wears

This report, focusing on marketing principles and techniques, delves into essential marketing concepts, including market segmentation and the marketing mix, using Cissy Wears as a case study. It examines market research methodologies, such as primary and secondary research, and market analysis techniques like SWOT and PEST analyses. The report explores e-marketing approaches, including social media and SEO, and discusses the management of a company's online image. The analysis covers market size, profitability, and growth rates. The report also provides a self-assessment of the learning process, detailing market research findings and their implications for the marketing team. Overall, the assignment offers a comprehensive understanding of marketing strategies and their practical application in a business context.

Marketing Principles
and Techniques

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1- What is marketing? .........................................................................................................3
Concepts and activities of marketing:.........................................................................................3
Market Segmentation:.................................................................................................................4
Marketing Mix:...........................................................................................................................4
TASK 2- Market Research...............................................................................................................5
Aims of market research and market analysis:...........................................................................5
Methods of market research:.......................................................................................................5
Market analysis techniques and tools:.........................................................................................6
TASK 3- E-Marketing.....................................................................................................................7
Approaches used to E-Market services and products:................................................................7
Aspects of managing companies online image:..........................................................................7
TASK 4- Own learning ...................................................................................................................8
Market analysis techniques to research.......................................................................................8
Finding of market research:........................................................................................................8
Providing information to the marketing team about finding.......................................................8
CONCLUSION ...............................................................................................................................9
REFERENCES..............................................................................................................................10
.........................................................................................................................................................1

INTRODUCTION
Marketing is identify as an art and science of exploring, delivering and creating value to
satisfy the requirement of target market or audience at a profit. It is also defines unfulfilled
desires and needs of the customers. It quantifies, measure and defines the size of specified
marketplace and the profit potential (Arcaro and et. al., 2016). It is more important tool which is
used by the each and every enterprise with motive to maximise their turnover and sales in given
time period. The reference organisation taken in this assignment Cissy Wears, it is a small shop
which is located in London, UK. This report cover different tasks including marketing concepts,
E-marketing, types of market research and its finding which presented to the marketing team.
TASK 1- What is marketing?
Concepts and activities of marketing:
Marketing refers to the essential activities of an organisation associated with selling and
buying a services or products. It covers, selling, advertising and delivering the quality products
to the people. There are different activities of marketing which are determined as below:
Product Selection: Cissy Wears is a small enterprise which deals in different kind of
products including Toys & Gifts, Grown ups, Interiors and many other beautiful design products.
In this business manager provide selection facility to the customers so that they are satisfy with
company products (Gordon, 2012). It benefited to the organisation to maximise their profitability
and productivity.
Pricing Activities: Price of the business products are diversified as per its quality and
quantity. It is good for the every class of people. In this company analysis price of their
competitors and set best price in order to compete challengers in marketplace.
Product placement: Under this activity marketing play vital role to diversifying products
into different category. In this Cissy Wears place their various products including Gifts & toys,
interiors and many other.
Promotional activities: It is another important and beneficial activity which help the
business to promote their all products and services in marketplace. In this company used
different kind of promotional mix including advertisement, public relation etc.

Market Segmentation:
It is another important part of marketing which identify the customer taste, preferences,
income level and many other. Thus, classification of market is totally depend on customer
behaviour, attitudes and many other relevant points. These segmentation are divided into four
parts which are explained as below:
Geographic segmentation: It is essential for the marketers as large number of person
belonging to various regions may have various needs. Cissy Wears provides different products to
the customers as per its needs.
Demographic segmentation: Under this segmentation, market is classified on the basis of
family size, martial status, age, religion, nationality etc. Business products are useful for the
every age group people which help them company to maximise their turnover (Gordon, 2013).
Behavioural segmentation: The market is also classified which is based on preferences,
usage, behaviour, decision making and choice of customers. Behaviours of the buyers about
Cissy Wears products is good which benefited to them in order to make strong position at
marketplace.
Psychographic segmentation: This part of the market segmentation is classified the
customers on the basis of their attitude, lifestyle and personality.
Marketing Mix:
It is one of the important and beneficial tool which help them to introduce their new
products and services in marketplace (Jenkin and et. al., 2014). This techniques includes 4P's
which are determined as below:
4P's of Marketing mix Cissy Wears
Product Company deals in different variety of clothing
and many other product including Toys, gifts,
Clothes for every age group and many other.
Price They apply differentiation pricing strategy for
its clothing and many other goods. It support
them to maximise their sales and revenues in
given time period.
Place Products and services of the company is

available at different places. They use simple
and attractive layouts which support to
maximise customer base in the company.
Promotion In order to promote their toys, gifts and many
other clothing products, company follow
different promotional techniques including
advertisement, sales promotions, public
relation and many other useful tools.
TASK 2- Market Research
Aims of market research and market analysis:
Main motive of market analysis and research is to recognise wants and requirements of
customers about toys, gifts, clothing products etc. Another motive is to analysis the trends and
demands of marketplace regarding products.
Market analysis is applied to evaluating the essential parts of marketplace and to identify
different threats and opportunities of company (Lefebvre, 2012). There are some parts of market
research which is identified as below:
Market Size: This part mainly considered with entire size of company including
products, services and many other aspects which are related with company. In this Cissy Wears
produce various products like toys, clothes, gifts and so on.
Market profitability: In this manager play vital role for identifying the demands and
needs of marketplace. In this business should try to fulfilled basic requirement of company
which benefited to the enterprise to increase their sales.
Market growth rate: It is another part for analysing the market with motive for
forecasting its growth rate, these are entirely relay on historical information into the upcoming
time (Menzel and Shrestha, 2015).
Methods of market research:
Market research is important element for all organisation by which they analysis the
needs and demands of buyers regarding clothing, toys, gifts and many other products. Market
research has mainly two methods including primary and secondary (Market Research,2018).

Both types are useful for the Cissy Wears to increase customer base in the organisation. These
are determined as below:
Primary research: It is important for the business to organise a research program with
motive to analysing basic needs and wants of clients. This approach consists different parts
including Interviews i.e. face to face or telephone, Survey i.e. mail or online, questionnaire, visit
to competitors and focus groups.
Secondary research: It is another type of research method which has been gathered,
published complied and organised already by others. In this studies and reports by government
bodies, trade association and many other business (Spotswood and et. al., 2014). In other to
gather relevant information researcher use trade journals, reading articles in magazines and many
other parts.
Cissy Wears apply primary research approach including survey and questionnaire. Both
are beneficial for them to identify basic requirement of customers about clothing and many other
products.
Market analysis techniques and tools:
It is another important part which help the Cissy Wears in order to analysis market by
using SWOT Analysis and PEST Analysis. Both are suitable approach for the organisation but
one of the valuable tool is PEST which are explained as below:
PEST Analysis Cissy Wears
Political In this entire kind of clothing and many other
products that are supply by the Cissy Wears is
valuable and useful for gaining maximum
amount of money (Taylor and et. al., 2013). In
this political and taxation instability would not
impacts on business operations.
Economical As the all products of company are popular, the
cost of the product is more higher. In this
extreme inflation rate of products including
toys and gifts become more expansive to
different population.

Social In this main role of the manager is to provide
quality in its products and services. It is good
for the society and its large number of
populations.
Technological It is another important part of the PEST
Analysis which support an organisation to
apply digitalisation in order to deliver their
products and services through online.
TASK 3- E-Marketing
Approaches used to E-Market services and products:
There are different kind of E-Marketing services which is applied by the Cissy Wears in
order to sell and promote their products and services via online (Different Types and Methods of
e-Marketing, 2018). It support the company to maintain their online image in an effective and
efficient manner. Some methods of E-Marketing which are determined as below:
Social media: It is a best kind of communication for company to communicate all
information about products and services of business to the customers in direct way (Wood,
2012). In this Cissy Wears follow different media channels including Twitter, Facebook,
Instagram, YouTube and LinkedIn.
Search engine optimization: It is identify the art of maximising the appearance of their
own websites in the primary outputs of SEO as google search engine. It is important for the
business because it maximise the followers and customers.
Aspects of managing companies online image:
There are mainly four aspects of managing online image which is used by the Cissy
Wears. These are determined as below: Own the first page of search results: In this company search the needs and wants of the
clients through online. Paint the picture before the exhibition: Under this business entity provide quality in its
products and service by using advanced technology (Xie and Tian, 2018). Don’t forget the execs: Equally essential to online brand establishment is the execution
of image management policies or plan of actions for key executive.

 Ask for help when required: When times acquire hard-bitten, movement the expertness
of specialists that aid keep and enhance online images or reputation for a living.
TASK 4- Own learning
Market analysis techniques to research
There are different techniques of market research including internal and external factor of
company. These are SWOT and PESTLE Analysis, both are valuable and essential for the
company to identify their strengths, weakness, opportunities and threats, these are consider as
internal factor. On the other hand PESTLE Analysis which consists political, economical, social,
technological, legal and environmental. It is useful factor for the Cissy Wears to analysis the
market trends and demands. Own learning about PEST factor is good because this force help the
business entity to recognise rules and regulation about company products, process and services.
This factor highly support Cissy Wears to save this time and cost by applying advanced
technology and many other tools. This will also support to increase their profitability and
productivity ratio in allotted time duration (Xie and Tian, 2018). Another tools of market
research is to conduct survey and questionnaire which help them to easily recognise
requirements and demands of the buyers about toys, gifts and other clothing goods.
Finding of market research:
Market research assist the business entity and marketers to evaluate taste, preferences,
attitude, behaviour of the clients about Cissy Wears products. In this company analysis about 100
out of 70% respondents are satisfied about business services, products and process. In this
company manager find out difficulties in the selection of products. In order to overcome this,
Cissy Wears manager classified their all products on the basis of Size, gender, financial
condition, behaviour, attitudes, age and so on. All these are highly assist company to maintain
their strong position and goodwill in marketplace. Another difficulties also analysed by the
company with the support of questionnaire and survey methods. This issue mainly related with
online services which is poor of the company (Arcaro and et. al., 2016). So in this an enterprise
should try to produce their services and products through online which help them to maximise
their revenue and sales as well as help to gain compensative advantages within predetermined
period of time.

Providing information to the marketing team about finding
As per the research methods, marketers will analysed different issues and difficulties
about selection choice of products and delivering process. All these information are provided by
the researcher to its marketing team. So it is important and valuable for them to maximise their
growth and development in an effective and efficient manner. These information and data are
useful for the marketing team to attract large number of customers and increase their sales in
allotted time period (Gordon, 2012). Thus, marketing team make an effective decision regarding
business success and development.
CONCLUSION
From the above mentioned report, it can be explained about marketing is important
concept for all business to gain competitive advantages and increase their sales also. In order to
attract different customers towards business services and products company use various tools
including 4P's of marketing mix, PEST analysis, E-Marketing, market segmentation, primary
research and many other techniques. All these are highly beneficial for the firm to maximise
their turnover and accomplish desired objectives and goals within predetermined time period.

REFERENCES
Books and Journals
Arcaro, P. and et. al., 2016. Social marketing and public health. Annali di igiene: medicina
preventiva e di comunita. 25(3). pp.247-262.
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.
Jenkin, G., Madhvani, N., Signal, L. and Bowers, S., 2014. A systematic review of persuasive
marketing techniques to promote food to children on television. Obesity reviews. 15(4).
pp.281-293.
Lefebvre, R. C., 2012. Transformative social marketing: co-creating the social marketing
discipline and brand. Journal of Social Marketing. 2(2). pp.118-129.
Menzel, N. N. and Shrestha, P. P., 2015. Social marketing to plan a fall prevention program for
Latino construction workers. American journal of industrial medicine. 55(8). pp.729-
735.
Spotswood, F., French, J., Tapp, A. and Stead, M., 2014. Some reasonable but uncomfortable
questions about social marketing. Journal of Social Marketing. 2(3). pp.163-175.
Taylor, C. R., Shi, S. R., Barr, N. J. and Dabbs, D., 2013. Techniques of immunohistochemistry:
principles, pitfalls, and standardization. Diagnostic immunohistochemistry. 2. pp.1-42.
Wood, M., 2012. Marketing social marketing. Journal of Social Marketing. 2(2). pp.94-102.
Xie, Y. M. and Tian, F., 2018. Regulations and guidelines should be strengthened urgently for
re-evaluation on post-marketing medicines in China. Chinese journal of integrative
medicine. 19(7). pp.483-487.
Online
Market Research, 2018. [Online]. Available through:
<https://www.shopify.com/encyclopedia/market-research>.
Different Types and Methods of e-Marketing. 2018. [Online]. Available through:
<https://code95.com/blog/types-and-methods-of-e-marketing/ >.