Marketing Principles and Techniques: Analysis and Recommendations

This report provides a detailed analysis of marketing principles and techniques, focusing on a case study involving a family-run herbal product business. The report covers key concepts such as the definition of marketing, market segmentation (geographic, demographic, behavioral, and psychographic), and the marketing mix. It delves into the aims of market research and analysis, exploring various market study methods, including primary and secondary research, surveys, and market observation. The report also examines market analysis tools and techniques, such as SWOT and PESTLE analysis. Furthermore, it explores e-marketing techniques, including social media marketing, paid advertising, and email marketing, alongside strategies for controlling online reputation. The report culminates in a practical application section, including primary research with a focus on Naturabeauty's herbal beauty cream, using a questionnaire to gather customer insights on product usage, influencing factors, and the impact of advertising. The report concludes with recommendations for the business.

Marketing Principles and
Techniques

Table of Contents
INTROUCTION..............................................................................................................................................3
TASK 1..........................................................................................................................................................3
1.1: Concept of marketing.......................................................................................................................3
1.2: Market segmentation and their various types..................................................................................4
1.3: Marketing mix...................................................................................................................................4
TASK 2..........................................................................................................................................................5
2.1: Aims of research and market analysis...............................................................................................5
2.2: Market study method.......................................................................................................................5
2.3: Market analysis tools and techniques...............................................................................................6
TASK 3..........................................................................................................................................................7
4.1: Techniques used for E-market product and services........................................................................7
4.2: Certain ways useful for controlling their online reputation..............................................................7
TASK 4..........................................................................................................................................................7
3.1 Applying your learning.......................................................................................................................7
Primary research......................................................................................................................................8
Title: ........................................................................................................................................................8
Demographic: .........................................................................................................................................8
Questionnaire for research......................................................................................................................8
CONCLUSION.............................................................................................................................................19
RECOMMENDATIONS................................................................................................................................19
4 PS of marketing for the same product or company ...........................................................................19
REFERENCES..............................................................................................................................................20

INTROUCTION
Marketing is one of the reliable management exchange relationships which is used to
create and satisfy various customers’ needs and want of an organization. As per the mentioned
case scenario, it has been found that one of the family member are operating small business their
own skills and ability. By without having appropriate marketing knowledge they are not being
able to operate their business in proper manner. This project report is all about analyzing concept
of marketing and their essential research methods those are profitable in coming period of time.
Further this report provided certain crucial aspects related with customers and E-marking are
mentioned under this report. All kind of learning experience those are gather from overall
research is being discussed positively in this report (Ang, 2014)
TASK 1
1.1: Concept of marketing
Market is a place where a product and services can be traded as per the demand of
customer. While marking is known as one of the crucial process which is being used for the
purpose providing products to the customers in that manner in which they get satisfied. To be a
successful in business that must be helpful to attract and retain customer for longer period of
time.
According to the mention case study which is related with production of “Herbal products”
for almost 6 months’ time. The business that is run by them are taken as one hypothetical basic.
In spite of having such a great business they are not able to manage their resources and generate
sufficient amount of profit. There are certain marketing abilities are lacking which can be needed
to be resolve as soon as possible so that future aims and attain in more quick period of time. The
marketing managers is playing an eminent role in promoting business and their aims of an
organization (Armstrong and et. al., 2014). They seem to be future face of the company so some
vital activities are required to be implemented. Some of them are:
 Product planning: The main activity of an organization is to make appropriate strategies
regarding increase the customer size by providing valuable product to them.
 Advertising: This seems to be another important technique which are used for the
purpose of promoting their products in various parts of the nations.

 Direct selling: It is more concern with face to face marketing of products mainly done
business to customers.
1.2: Market segmentation and their various types
In market concept, it has been found that segmentation is one of the appropriate
techniques of marketing which is need to divide product as per the various demand of the
company. It is one of the effective process of dividing a market one the basis of potential
customers into various groups and various characteristics. There are various types of
segmentation. Such as:
 Geographic segmentation: This type of market segment is crucial for the researcher as
people belonging to various regions would have various demand. It drafts personalized
marketing campaign for period. For example, Naturabeauty choose market in various
countries but the company sold its products in one market.
 Demographic segmentation: It is one of the appropriate market segment which is based
on various aspects such as age, gender, family income, occupation and nationality etc
(Bramer, 2013). For example, Naturabeauty targeted to women and men as well. In
which they easily evaluate their needs and wants towards Herbal products.
 Behavioral segmentation: The market relies on overall audience attitude, usage and
choice as well as decision making. Market is divided as per the knowledge of product and
usage of goods. For example, mostly woman are likes to use herbal products to maintain
their beauty. As Naturabeauty is target their customers as per their behavior.
 Psychographic segmentation: It is used to divided the people on the basis of personality,
lifestyle and behavior. This seems to be reliable process which would work by
personality of various customers that consists of habits, traits and attitude. For example,
Naturabeauty offer premium products to its customers in order to satisfy their needs and
wants.
1.3: Marketing mix
Marketing mix is an effective tool which used by the company to increase customers
demand towards its products and services. One of the main aim of using this is to enhance the
brand image of the company at market place and at the same time also increase market share.

TASK 2
2.1: Aims of research and market analysis
In every business, it is necessary to make use of appropriate marketing aims that can
make company to plan their business in more effective manner. The primary motive of the
mentioned family business is to make use of appropriate marketing tools and techniques in order
to increase overall aim and objectives of the company (Wright and Watkins, 2010). The motive
behind doing so is to attain maximum growth and revenue in coming period. In order to analyze
the market some vital aspects of business as well as market trends are needed to be taken into
account so that new innovative opportunities can be created. Some of them are:
 Market size: It is mainly associated with the entire business and sales they are doing
within each months. This will assist them to expand their business in more effective
manner.
 Growth rate: It is more common ways those are being used for estimating market
potential which are depend on historical information in coming period. According to the
mentioned business of Herbal product is consider more effectives (Gordon, 2011).
2.2: Market study method
In accordance to get more reliable results regarding the current demand of the customer.
It is vital for appropriate marketing research to manage use all kind of resource that are used
during production process. Such as:
Primary market research: It is known as one of the primary sources of data collection which is
used for the new venture or any other small businesses. It tends to take all raw aspects such as
information gather through focus group or research.
 Survey: This seems to be more effective technique which is consider in primary analysis.
By using this, a researcher would be able to analyze total demand and perception of
various customers. it consists of questionnaire and interviews (Shank and Lyberger,
2014).
 Market observation: This seems to be more reliable method which is being analyze by
using various market trends and data collection techniques. It will guide marketer to
provide those products which is more in demand.

 Questionnaire: This method is also important for company through which researcher ask
various questions to its customers in order to evaluate their needs and wants. The main
purpose of making questionnaire is to analyses customers views and opinion of the
customers towards company products and services.
Secondary market research: According to this research method, researcher would be into
consider of all past available trends and data statistic which are already published. This research
is use make analyze of present make demand by comparing it with other one.
Swot and Pestle both are important factors for analyzing the actual performance of the
company at market place. With the help of this, researcher can easily collect relevant information
about company and its products as well. In addition of this, Swot analysis is highly relate with
internal environment of the company. Pestle analysis is evaluate the external environment of the
firm as it highly impact on the company.
2.3: Market analysis tools and techniques
In order to analyze the products of the family business in more reliable manner they need to
into consideration of various tools and techniques. Such as:
 Political: For every product that is being manufactured by the company is more concern
about increasing overall amount of profit. They need to follow all taxation and political
instability that would not affect the business.
 Economic: The products in case of huge inflation products would baby care and
personal caser are more luxury to some people (Hair Jr and Lukas, 2014).
 Social: The main motive of this kind of tools and techniques are associated with people
health. All the products that are harmful for the skin are not be produces. It will make
huge impacts on the people.
 Technology: By the help of latest technology one can easily be able to create huge
amount face cream and face wash. With the use of digital facilities, they order it on
internet by seeing all their specification.

TASK 3
4.1: Techniques used for E-market product and services
There are various kind of E-market by using them one can easily be able to sell their
product and services during an accounting period of time. Some of them are discussed
underneath:
 Social media marketing: It is considering one of the crucial online line market where
various types of products can easily be sold. In case of Herbal business, they need to look
for all those aspects that are needed to be attain in coming period of time. It can be done
through using Facebook, you tube and Instagram etc (Hall, 2014).
 Paid advertising: This seems to be more reliable part of the search engine that are more
effective part of selling products by using any particular site. Customer can easily gather
necessary information about herbal product at any period of time.
 E-mail marketing: These type of marketing is more reliable for an organization which
included all essential aspects of orders that are made by using social sites. By using these
official booking can provide certain amount of discount on purchase of maximum
products.
4.2: Certain ways useful for controlling their online reputation
Protecting image and developing a positive image always required proactive posture. It
consists of various aspects such as:
Setting up google alerts:
 Becomes an appropriate social listener
 Launch a specific planning
 Regular monitoring of feedbacks from various customers.
 Reviews all anticipatory decision making which is being made during the time.
TASK 4
3.1 Applying your learning
INTRIDUCTION

Market research is an important activity to collect and gather relevant information
towards the customers needs and wants. As it includes various methods through which researcher
can easily undertake whole research. With the help of this investigator take right decision and
draw a valid conclusion.
Primary research
Title:
The research is based on the Naturabeauty and the selected product in herbal beauty
cream for market research.
Demographic:
Under this, the products of the company is segmented as per age, gender, income level
and occupation of the customers.
Questionnaire for research
Theme 1: Cosmetics products used by customers?
Q1 How often do you use cosmetics products? Frequency
a) Rarely 5
b) Frequently 25
Interpretation: 25 respondents are frequently use cosmetics products. 5 customers are rarely use
beauty products.
5
25
a) Rarely
b) Frequently

Theme 2: Factor is most influencing while choosing cosmetic products.
Q2 Which factor is most influencing while choosing cosmetic
products?
Frequency
a) Work place 15
b)Family Members 15
Interpretation: 15 customers are influence by workplace at the time of selecting cosmetic
products. 15 people get influenced through family members.
Theme 3: Quality advertisement changes the perception of buying the products.
Q3 Does quality advertisement changes the perception of
buying the products?
Frequency
a) Yes 20
b) No 10
15 15 a) Work place
b)Family Members

Interpretation: 20 people are said that advertisement change the perception of the customers at
market place.
Theme 4: Images possess by cosmetics users.
Q4 What images possess by cosmetics users? Frequency
a) Groomed Professional 15
b) Stylish 15
15 15 a) Groomed Professional
b) Stylish
20
10
a) Yes
b) No

Interpretation : 15 people think that Groomed Professional image posses in market. 15 are says
that stylish image in market.
Theme 5: Buy the cosmetic product after watching an advertisement.
Q5 Do you buy the cosmetic product after watching an
advertisement?
Frequency
a) Yes 19
b) No 11
Interpretation: 19 people are buy cosmetic products after watching advertisement. 11 customers
are not buying products.
Theme 6: Discounts are available on beauty cream on departmental stores.
Q6 How often does discounts are available on beauty cream on
departmental stores?
Frequency
a) Always 21
b) Sometime 9
19
11
a) Yes
b) No

Interpretation: 21 respondents are said that discounts are always available on beauty creams. 9
are not agree with this statement.
Theme 7: Type of brands are available at market place.
Q7 Which type of brands are available at market place? Frequency
a) Skin Care 20
b) Hair Care 10
20
10
a) Skin Care
b) Hair Care
21
9
a) Always
b) Sometime