Principles of Marketing: An In-depth Report on Mintel's Strategies

This report provides a detailed analysis of Mintel's marketing strategies, focusing on market analysis, segmentation, targeting, and positioning. The report examines Mintel's product offerings, particularly in the drinks sector, and identifies areas for improvement based on consumer behavior and market trends. It explores market segmentation based on demographic, behavioral, geographic, and psychographic factors. The report also offers recommendations for the marketing mix, including product development, pricing strategies, and promotional activities, with an emphasis on leveraging digital platforms and adapting to changing consumer preferences such as the demand for eco-friendly products and online shopping. The conclusion summarizes the key findings and highlights the importance of adapting to market dynamics.

Principles of marketing

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Market analysis ...........................................................................................................................3
Segmentation, targeting and positioning .....................................................................................6
Recommendation for marketing mix...........................................................................................7
CONCLUSION................................................................................................................................9
REFERENCES................................................................................................................................1

INTRODUCTION
Principles of marketing is depended on good ideas which make company strategy more to
developed and effective marketing strategy. They are those principles which mainly depend on in
developing product, promotion of goods and services (Kashyap, 2019). Mintel is private limited
company that owns many products such as drinks, beauty, nutrition and personal care. They have
also build up their strategies in telecom, banking, insurance, travel and so on. This report is about
marketed analysis and their segmentation, targeting and positioning along with their
recommendation marketing mix.
MAIN BODY
Market analysis
Mintel company have developed many products such as drinks, food, health products and
beauty personal care. The products which need to be more improved is drinks in vodka with cola.
For this they have to use many labours and material by which they can help their customer and
try to build up their products more with many ways. Cost based pricing on cost of goods and
services which are being sold. There can be some percentage might be added to their products
which are being to be sold and owner should keep in their mind about what good and how much
cost of items are need to be required. Drinks must be more need to be improved for them just
because of their existing goods and services many of customer are not be satisfied and no other
customer are referring to their stores. In drinks, they need to develop that could help them in
themselves for making them band image in between targeted customer.
Market analysis is qualitative and quantitative assessment of any products and services at
marketplace (Glukhov, Ilin and Lepekhin, 2018). It analyzed about customer buying and selling
patterns, their competition and economic environment in starting their new developed business.
Growth trends must be first priority for Mintel while in improving their drinks in market.
If company wants to develop more them in market they have to follow some growth trends
which are as:-
Safety and solitude-
If customer have retention for buying their products company like to take some to their
personal details which should be kept them with for long time. Mintel have to maintain or either
with high profile, the people who are need to be convinced that their consumer can be trusted

with providing them some personal information such area contact, emails and name all are being
more potentially at risks when they sign up.
Customer experience-
Business to business while improving their drinks among market. Mintel have to follow-
up all strategies which they have faced on past, and they have to focused on customer experience
just to make flexible on their refunds and cancellation policies.
Consumer services-
In making growth about their business they have to follow up online business just for
making their more customer, while making more customer services company need to resolve
their query through emails or over sale team (Bohlin and Inha, 2017). They have to operate over
12 hours for solving out their customer problems regarding any products or drinks products
which they are selling online or offline.
Mintel can easily make more product while by analysing the market needs as by using
customer and company have own targeted customer. Their position in market being high with
high quality of products with reasonable price which help them more build up brand image
among new customer or existing customer.
Consumer behaviour means understanding needs of customer in market with reference
their tastes, fashion and so on. As company have to develop many new products according to
trends which they to follow up for their consumer. By understanding their customer needs they
have to fulfil gap between their market and need to observe that needed at marketplace. Some
current consumer attitudes and behaviour in market-
Digital and corporeal shopping:-
Mintel have to adopt some new technologies for their business just to make more
developed in market. As more and more customer have become digital in their shopping in
current most people try to avoid crowd area, so they have become more digital (Ferrari and
et.al.,2019). For selling their involved in drinks they have to also start business online which
might be help them for developing more and more at marketplace.
New meaning of beauty:-
Current behaviour of customer need to improve their fashion and trends while to seeing
others. Brands also make more respond to see them more attractive, and they try to maintain their
brand image. Drinks need to be more attractive with their labelling that can be attracted their

customer and more people have become health conscious so Mintel company have to also keep
their customer strategy in their mind while improving their business plan.
Demand for Eco- friendly:-
Customer attitude being changed while having their use of low plastic as they can use
less plastic which related to become eco-friendly with environment (Bustos and Pomares-
Quimbaya, 2020). Mintel company for selling their drinks they can avoid plastic and try to
prepare their drinks while avoiding plastic which could harm environment.
Savings time :-
Current customer try to save their time while going shopping. Mintel should also try to
follow-up the services for their customer as many others stores have started business to save their
customer time ad they have become more adoption of technologies. Consumer are demanding
their products and services on that time while Mintel always satisfied their customer with some
new adoption.
Following are the main issues or opportunities-
Consumer avoid stores products:-
Mintel have main issue in stores products as many of peoples are trying to avoid their
stores products, and they are preferring more to online stores. But company is trying to improve
their products in different stores and selling out their many more goods and services to other
retailer. Positive thinks can be happened that customer is preferring more to online stores and
there business is being more developed at online while in drinks plus with some other products.
Healthy and clean:-
Most of the people have become more health conscious while due to Covid-19 as they are
just trying to avoid many stores products just for their safety. Mintel have arranged all safety for
their customer which could make them more to sales out their products (van Bavel, 2020).
Customer wants clean and safety environment in which they can easily by their products and
being satisfied with their products which could be the best opportunities for them.
Adopting E-commerce:-
Mintel try to adopt e-commerce for their online customer and it will take time because
they have build more their strategies in developing drinks for their customer. Drinks like cola
which try to attract more customer from stores while by seeing or doing window shopping
specially in summer, and they are also selling seasons wise drinks for their customer.

Making products more suitable:-
Mintel improving their business in drinks for several customers which make them more
suitable and useful for them. Company also need to maintain their slogan for drinks so that
customer will think about that, and they are willing to use out their products (Kapar and Olmo,
2021). Some time making products being more suitable for them it could, might be created some
issue in consumer and more time it could be opportunities for them.
Segmentation, targeting and positioning
Market segmentation can help Mintel to target their customer just for satisfying mostly
people. Segment market have some of one or more qualities that are need to more developed in
company which could help them for their people.
Demographic segmentation-
It refers to observe people with different age, size, income, race, nationality and so on
(Orr and et.al.,2017). Mintel have to improve their products according them while that always try
to keep them changes according to environment changes in market. As company also prepare
their strategies according to their customer requirements or either demographic. To obtain this
segmentation they can easily collect data from social media where they can easily gain some
information and how to improve more products from them.
Behavioural segmentation:-
Mintel needs to improve their business online purchasing, and they can also have action
on while by creating website. In creating website they track customer and easily to interact with
them. Customer loyalty is also must be needed for company.
Geographic:-
Developing their market with different location with some of their customer needs, and
they have also more to developed with many others stores. Drink needs to be improved with
some of new location so that customer can be show out their loyalty, and they could help them to
being innovation. While having geo graphic they also come to know about various customer
need and wants.
Psychographic:-
This segmentation is basically similar to demographic, but depend on emotional and
more mental (Goldman and McCoy, 2020). Understanding aspects of audience they need to

create content and try to appeal them more effectively. Mintel have some information about their
customer taste, products mentality and emotionally how much they are willing to use their
products with them.
Target market of Mintel is demographic with different age group and income as they
have some products which have price with high quality needs and desires. According to
classification of their age they are must be easier for them to develop their drinks according to
their requirements, and they must be work to follow up their needs (Romppanen, 2021). The
Youngest group of age have more level of fulfilling their needs, and they will try buy their
favourite drinks which would satisfy them and company will have more benefits while they are
selling their goods and services on high quality and their customer will also make demand of
their products.
While after improving products company can have their more target customer while buy
their drinks, and they will like put their services which are being provided by them. Mintel offers
many discounts to them that might be one buy get two on weekend and from these strategies
many other customer are also being willing to use that so for this they will convince some other
customer to prefer their brand products. Before when their products is not so much improved in
drinks they are facing challenges and issues from their goods and service, while after developing
their products they are willing happy and make more profits with only supplying of drinks as
cola.
Recommendation for marketing mix
Following are the recommendations that can make the company more capable to deliver
the desired business outcomes. The company has been engaged in the research sector which
directly allows the company to associated with the following recommendations that can improve
the overall scale of business operations entertained by company.
Product
Company can launch more products. Company can work over market development
company get to launch more products in the same dealing market (Mottini and et.al., 2018).
Company can outsource different business analytical services such as data analysis, market
research ad many such services to improve the overall business outcomes of organisation.

Company can use better packaging to improve the business outcomes. Company can deliver its
operations over social media to polish the brand value of company.
Pricing strategy
Company can utilise the cost leadership approach. This pricing strategy involves offering
products at the lowest price based on the industry average. This is a best pricing strategy Mintel
Company can use to achieve the business outcomes desired by the organisation (Fernandes and
Pinto, 2019). Competitive pricing policy is keen towards attracting the potential level of
customers towards the product and services offer by company.
Promotions
Mintel Company can promote its products or brand value over social media platforms
and various digital channels. Company can attack target customers over social media
applications like Facebook, Instagram and other such platforms. Digital promotions include
Amazon Prime, Netflix and many such platforms. These promotions are recommended as they
provide the opportunity to monitor and control the strategies used by company to promote the
services offer by company (Chatterjee, 2019). Promotion will support the company in achieving
the overall objectives behind the business operations entertained by the company as it would
allow the Mintel Company to attract the new customers towards enjoying the product portfolio
offer by company. Company can further utilise search engine optimisation strategy to support the
promotions of company. All these recommended promotion strategy would allow the Mintel
Company to achieve business objectives along with improving the brand value of company.
Channel or distribution strategy
The above mentioned market analysis intend that in business it is important to have the
strong supply chain network. Distribution cycle must be effective and diversified to achieve the
company’s objective (Cao and et.al., 2020). Company can form more strategic alliances with
other distributers to achieve the overall objectives behind the best level of market presence
entertained by company. Company can use Michal Kalccki theory to distribute its services. This
theory would guide the Mintel Company to achieve the best level of distribution network.
The above mentioned recommendations would allow the Mintel Company to achieve the
all different business objectives. Business environment is volatile in nature that makes the
environment capable to offer new and modified challenges that can serve the obstacle in the
process to achieve business objectives. The above mentioned recommendations would allow the

company to deal with all its different challenges associated with the business environment to
allow the company to achieve the overall business objectives.
CONCLUSION
This report concluded about Mintel drinks that needs to be improves more for selling them in
market and making more customer for their business. Company is dealing with many different
challenges which might be help them for achieving goals and objective. Marketing support
company for being more creation and make their more competitor in market. Company should
also needs to adopt some of new technology which helps them in developing their business
online so that in current customer mind they can easily adopt their changing attitudes.

REFERENCES
Books and journals
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enterprise, and public awareness. Journal of Cleaner Production. 242. p.118450.
Chatterjee, S., 2019. Explaining customer ratings and recommendations by combining
qualitative and quantitative user generated contents. Decision Support Systems. 119.
pp.14-22.
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banking services: The role of customer experience. Journal of Retailing and Consumer
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551.
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opportunities. In Internet of Things, Smart Spaces, and Next Generation Networks and
Systems (pp. 471-482). Springer, Cham.
Goldman, M. and McCoy, S., 2020. Tactical branding and positioning.
Kapar, B. and Olmo, J., 2021. Analysis of Bitcoin prices using market and sentiment
variables. The World Economy. 44(1). pp.45-63.
Kashyap, S., 2019. Social marketing: A conceptual framework. International Journal of Research
and Analytical Reviews. 6(1). pp.952-956.
Mottini, A. and et.al., 2018. Understanding Customer Choices to Improve Recommendations in
the Air Travel Industry. In RecTour@ RecSys (pp. 28-32).
Orr, A. and et.al., 2017. Gender and social targeting in plant breeding.
Romppanen, J.M., 2021. Segmentation, Targeting & Positioning (STP).
van Bavel, B., 2020. Open societies before market economies: Historical analysis. Socio-
Economic Review. 18(3). pp.795-815.
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