Marketing Principles and Techniques: Mash Direct Case Study Report

This report provides a comprehensive overview of marketing principles and techniques, using Mash Direct as a case study. It explores the fundamental concepts of marketing, including the marketing mix (product, price, place, and promotion), market segmentation (demographic, behavioral, geographical, and psychographic), and the importance of market research. The report delves into primary and secondary research methods, SWOT and PESTEL analyses. The report also discusses e-marketing strategies. The report analyzes Mash Direct's marketing activities, target market, and the impact of market research on its product development and business decisions. The report concludes with a discussion on the challenges and opportunities faced by Mash Direct in the competitive food and beverage industry.

MARKETING PRINCIPLES
AND TECHNIQUES

Table of Contents
Task 1- What is marketing?.........................................................................................................3
Task 2 – Market Research............................................................................................................5
Task 3 – E-marketing ................................................................................................................10
Task 4 Target market of research ..............................................................................................11
CONCLUSION..............................................................................................................................22
REFERENCES .............................................................................................................................23
Books and journal......................................................................................................................23

INTRODUCTION
Marketing plays a very important role in the current competitive environment of the
business towards achieving sustainability and success through offering customized products and
services. The products and services are changing very frequently according to needs and
expectations of the customers in order to achieve more profits and customer satisfaction (Pride
and et.al., 2017). Mash Direct, a UK based producer and supplier of farming and food products.
It operates in Ireland and UK and exports its products to USA and Middle East. In this
assignment a comprehensive detail about marketing function and its associated activities will be
discussed with the help of marketing mix and segmentation tools. Furthermore, the reason
behind conducting market research along with the benefits of the same to both customers and
organization will be discussed here.
Task 1- What is marketing?
Marketing refers to the process of dealing with producing, communicating and delivering
products and services that creates value for the customers and society at large. It includes
identification of needs and expectations of the target segment by conducting a market research,
creating or modifying products or services on the basis of information so gathered through
market survey and promoting the same through various promotional techniques in order to create
awareness of the products and services in the market. Marketing is the combination of many
activities like selling, researching, choosing target segment, maintaining relations with various
market participants and undertaking promotional activities.
Common marketing activities are as follows:
Market Research: It is a systematic process of collecting information of the target market in
terms of their tastes and preferences, competitors strategic analysis and other factors of the
market through surveys and interviews. The information then analysed to obtain logical
outcomes to frame strategies and plan in order to gain reasonable market share and profitability.
Promotions: It is a most important part of every marketing activity contributing towards creating
awareness about the products or services and its uses in order to attract more purchases
(Chautard and Collin-Lachaud, 2019). The various communicating and value adding activities

performed under this techniques are personal selling, publicity and advertising depending upon
the company's ability to commit resources for promotional activities.
Market Segmentation: The various bases on which segmentation done by the firms for achieving
higher customer base and accordingly market share are as follows:
Demographic segmentation: It is one of the simplest base used by companies in segregating
market population on the basis of gender, age, religion, income and nationality and offering
differently to different segment is always proved to be beneficial for businesses in obtaining
higher sales volume. Mash direct targets children and adults buyers for their truffle cupcake.
Behavioural segmentation: Grouping market population on the basis of their attitude, tastes and
preferences, nature and decision making style (Shrivas and Khandelwal, 2019). In the context of
Mash Direct, truffle cupcake are produced by keeping mind the tastes and preferences of youth
and children. This move of the company is useful in enhancing sales revenue.
Geographical segmentation: Under this technique of segmenting the market, the marketer
divide the market on the basis of area or location of their customers. Mash Direct, operating
only in UK needs to provide products and services according to the tastes and preferences of
people in that region.
Psychographic segmentation: Psychographic segmentation allows for offering products and
services on the basis of interests, lifestyles and opinions of the market population (Jesubright and
Saravanan, eds., 2019).
Marketing Mix: A marketing strategy comprising of four P's that is, product, price, place and
promotion in order to create an effective marketing plan in order to promote brand in the market
in an unique and effective way. The mix so created is meant for achieving competitive edge in
the marketplace.
Product: It refers to the development and modification in the existing product in order to meet
needs and expectations to achieve higher customer satisfaction. Mash Direct offers mash
potatoes with different ingredients on the basis of customer's tastes and choices like vegetables
dishes and cakes.
Price: It the amount that the customers make while purchasing company's products and the
company strives to prove and justify it products price through the value and quality it provides to
the customers. Mash Direct offers vegetable dishes at reasonable price with the corresponding

good quality of products to the customers, supermarkets and retailers around UK (Churchill,
2017).
Secondary research: In.
Place: The identification of the target market along with providing them the products and
services at the best possible location which is accessible to target customers is the another
important motive of the marketer and the same can be possible through adopting appropriate and
strong channels for distributing products and services (AI Shajrawi and Ali Khan, 2020). Mash
Direct with aid of its strong distribution channel in terms of 5000 stores across UK able to access
more customers which acts as tools for enhancing market share.
Promotion: Mash direct in order to communicate and promote the ultimate truffle cake under
various promotional techniques such as social media marketing through channels such as
Facebook, Twitter and Instagram. Along with this they utilize various events as a promotional
opportunity in order to increase their market share and customer base.
Task 2 – Market Research
Market research has been a popular concept widely adopted by modern marketing manager
towards examining the competitor's strategies, needs and expectations of the customers, market
environment and associated factors including governmental policies and many more with the
motive to enhance company's profitability through devising an attractive strategies (Chaffey and
Smith, 2017). There are commonly known researches which includes primary and secondary
research. Through the research so conducted, a lot of valuable and logical information can be
gathered for the target market attributes and characteristics, so that the company can develop
completely new or modify the existing products and services in order to achieve competitive
edge and fulfils customer expectations in the best possible manner.
Aim of market research: The basic aim of conducting research by the marketer is to identify
who the target customers are, what are their needs and expectations and what kind of changes
they are desiring from company's products and services (Lies, 2019).
Aim of market analysis: To determine or define new perspectives of the market and what are the
growth aspects that can be exploited by the Mash Direct in order to gain higher position in the
market.
Methods of market research: There are commonly known two types of sources from which
information can be collected about market and customers both, that is primary and secondary

research. Mash Direct utilizes both sources for obtaining relevant information about its target
market segment.
Primary research: This technique provides useful information which has been gathered for the
first time by the marketing research team (Kashyap, 2019). The information are never collected
or utilized by other researchers before. Mash Direct undertakes to perform primary research
through the following techniques:
Surveys: Through the survey tool, Mash direct undertakes to ask its respondents or customers
regarding new dishes that should be included in the existing menu and also they ask questions
such as variations customers need in the dishes and their tastes.
Feedback form and questionnaire: Mash Direct in order to obtain appraisal of its products and
service's quality and to post customer's review online undertakes to filled with their customers
feedback form and questionnaire.
Focus groups: A gathering of people comprises of generally few numbers of customers for
interactive session at a location distinct from the corporate office like an online conference for
the purpose of discussing on a particular matter (DiMarco, 2017). The customers are asked to
share their views and opinions regarding the company's products and services, so that sufficient
and useful information can be collected by the company.
By gathering information through primary sources, Mash Direct came to know that their
customer's need more quantity to be served in their offering, along with this it has introduced
single serve pots, gluten free dishes and mash pots to cater to the needs of wide range of
customers (Cateora and et.al., 2020) this type of research, the information that has already been
collected by someone else has been utilized. The sources here includes magazines, journals,
books, internet and sites of government and universities. Through utilizing secondary sources of
information, Mash direct has realised that its profits are increased from 6.1 to 6.3 billion which
came out to be 4 % increase in December 2017 (Newman, 2018). It provides various growth
opportunities in terms of identifying customer requirements and in order to react to such
opportunities, the company undertakes to open its stores in England and Wales and in addition to
this they have collaborate with Waitrose, a largest supermarket of UK.
SWOT Analysis: It is the framework used by companies which aids them in critically identifying
and examining its position in the market place among its competitors. The framework is made up
of Strengths, weaknesses, opportunities and threats. It is considered as an analytical tools which

gives enough consideration to a lot of factors in the micro and macro environment of the
business (Pride and et.al., 2017). The factors here are so considered are deemed as a greatly
affecting factors which can have both positive and negative impact over company's operations
and profitability. SWOT analysis is a tool through which various factors can be identified that
can aid in attaining goals and objectives along with those factors that can act as an obstacle or
uncertainty for the company. Therefore, businesses are able to exploit potential opportunities and
overcome threats in order to obtain their set target within the specific time period.
PESTEL Analysis: PESTEL is a very common tool used by modern marketer in order to track
and detect the environmental framework under which it operates. It involves analysis of factors
such as Political, Economic, Social, Technological, Environmental and Legal. The analysis in-
depth of these factors are helpful for managers in identifying key drivers of changes to be
considered while making strategic decisions (Palmatier and Sridhar, 2017).
SWOT Analysis – Mash direct
Strengths Weaknesses
 Enjoying higher profitability for many
years (Gbadamosi, 2019.).
 It has good recognition due to the brand
image it has achieved.
 Margins are quite appreciable due to
premium pricing strategy.
 The very high price of its product has
resulted in lower customer base which
is just limited to higher income group.
 Also, due to the premium priced
products, the sales are limited.
Opportunities Threats
 The company has opportunity to grow
its profitability due to the increasing
desire among people to avail its tablets
and smartphones (Shrivas and
Khandelwal, 2019).
 Opportunity to grow by developing
new products.
 Access to new market and customers
through expansion strategy.
 There found to be aggressive
competition in the food and beverages
industry and more specifically from its
biggest competitor Waitrose.
 Also, the Mash direct is facing rising
labour costs which acts as a threat on its
profitability.
 The design of its product can be copied
by other market players.

PESTEL Analysis – Mash direct
Political factors: As an British retail company, Mash direct has a lot of accumulated cash
balance in its bank account which was around 35 billion dollar in 2015. Due to this, there is an
increased amount of tax levied by British government in order to remove inequality of income.
Economic factors: Depreciation of other currency's against the strongest Euro has made it
complex for the company to do business in many countries as its products has become quite
expensive for the customers in these countries.
Social factor: The increasing desire of the youth in new markets seems to be an opportunity for
its sales growth. As consumers in these markets are not aware about Mash direct's products along
with those young people in UK who could be a potential customers have less attachment with
Mash direct's product, so the key drivers of sales are lacking.
Technological: Competitors are copying their products and services making its products no more
attractive and unique.
Legal: Due to the company's diversification into financial sector through its services like Mash
direct pay has increased the necessity to compliance with laws and regulations (Chautard and
Collin-Lachaud, 2019).
Environmental: Issue with the company in disposing off its products particularly those
containing lithium batteries along with the higher costs associated with its disposal. Mash direct
need to provide compulsorily for these costs due to the concern about landfills.
Smart objectives for Mash direct
The earning of the Mash direct can be enhanced by separating is variety of Organic food
into high-level in the Organic food market by having 15% of total market share with the end of
2016.
Specific: Mash direct can define a new market where they can take required time to think and
take innovative ideas in better way. Till the date there is no other watch that is more successful
than Mash direct.

Measurable: The objective of Mash direct can be measured as they are trying to enhance their
share in the market with 15% that will also assist to generate more profit. This is applicable
because as Mash direct is private organization and also have purpose to enhance the profit.
Attainable: Mash direct is having such position which can grab better revenue as well as share
in the market as per its brand image in the market. With this company is also launching a new
product which will help of this Mash direct can ultimately lead to gain profit margin.
Relevant: The relevancy can be shown with the growth standard in the area of production of its
products as the company is mainly investing its resources their only.
Time: the company is try to achieve its standard goal till the end of the year 2016.
Target customer's Products
Youngsters The Organic food, farming products are the
products are basically used by younger people.
The organic products are being consumed by
wider area of customer's (Kotabe and Helsen,
2020).
Employees Mash direct brand is offering all kind of food
and farming products with organic which help
the employees to eat healthy and business
activities and able to make more efficient
decisions. As the products of Mash direct are
high quality, organic and powerful which
consist of various benefits that help to stay
motivated and more efficient.
Businesses Any type of company which wants to grow or
establish any new brand or launching any
product in the new market. Mash direct is
having more than any other brand products
which are innovative and have their separate
identity in the market (Camilleri, 2018).

Fitness people The journey from the practising the activities
to be performed and till the goal is being
accomplished. Fitness people are mainly
targeted as company is offering organic and
farming products.
Marketing mix
The marketing mix contain combination of marketing essentials that are used by a
company that assist to meet the needs as well as expectations of the buyers (Vinerean, 2017).
The elements of marketing are different, yet they have to perform their activities jointly to reach
the goal. Mash direct is launching its new product that is a fast charger for smartphones. The
marketing mix have four major elements:
Product: The product is basically those things which can be offered and having ability to satisfy
the need of individual. The products can be anything an good or a service, properties, quality of
information and many more (Baines and et.al., 2017). The Mash direct is launching a product
which is SFW charger that is made for charging purpose in the smartphones.
Price: The price is the generally an amount which have to pay in respect to avail any kind of
commodity. The Mash direct is using pricing penetration strategy to offer an effective price that
is easily payable by customers. When price of selling is lower than company can enhance the
market share and afterwards Mash direct can rise the price (Kukartsev and et.al., 2020).
Promotion: This is activities which business take to make aware about the products that
company is offering to the targeted audience. Mash direct charger will promote by Television
and the templates with newspapers. When customer's will start buying the product than
promotion is done by online techniques that will be through you-tube ads.
Place: This show how the potential and new customer's can grab the products. The company
should mainly focus to provide its goods in the right market. Mash direct is selling its
commodity with the help of supermarket company for initial stage Tesco will provide the
product to sell internationally.
Task 3 – E-marketing
The internet marketing is a process of applying the different strategies, techniques and the
principles with the digitalization or internet means to attract targeted people of the society

(Davenport and et.al., 2020). The E- marketing involves different types that are advertisement
through online platforms, web banners and many more. The promotion through online selling
promotion is very effective in this days, as it is fast and less costly to reach to wider area
customer's. The E- marketing is being used to improve and maintaining the relationship between
the brand and customers. There are different type E-marketing which are being undertaken by
Mash direct which are:
Social media: As in this generation the social media is being used very commonly by each type
and age group people Mash direct can easily capture huge number of people with the help of
social media sites. There are different platforms like Facebook, LinkedIn, Pinterest, and many
more. The social media is more efficient tool that share the post and content regarding the
products of the company. It also assists to gather the feedbacks of the customers of the company.
E-mail marketing: They are promoting their sales with the help of E-mail marketing. This
technique is basically to transfer the commercial message in the existing customer's in order to
aware about the production, offers which are given in existing market (Cateora and et.al., 2020).
Marketing with SMS: This is an old or traditional method of sales promotion that could be used
by Mash direct in the form of promotional messages consist of discounts and offers. They can
also provide product information to the customers with SMS.
Diversification of Web presence: The company is making regular efforts to manage its website
by posting all the products with the respective details and also making offers for the
collaboration and so that they can take orders of potential and new customers in wider area.
Task 4 Target market of research
Primary research
Mash direct is providing food manufacturing and farming based in Ireland, UK. The company is
big supplier of vegetables, cakes, croquettes and some kind of prepared food in the retail sector
(Churchill , 2017). The Mash direct is launching product that is ultimate truffle cupcakes to get
to better position in the market.
Title: company: Mash direct
Product : ultimate truffle cupcake
Demographics: The company is targeting all age group people who are liking the Cupcakes.

Data analysis
Q1) Does the quality of ultimate truffle
cupcake is satisfactory or not ?
Frequently
Yes 19
No 11
Interpretation: As per the graph it is shown that out of 30 respondent, 19 are satisfied with the
product and 11 are not been satisfied.
Q2) what makes you attracted towards the new
product of Mash direct?
Frequency
Quality 18
Designing 12
63%
37%
Quality of ultimate truffle cupcake
Yes
No