R&P Retail: Marketing Principles, Techniques, and Analysis Report

This report provides a comprehensive analysis of marketing principles and techniques, focusing on a case study of R&P retail. It begins with an introduction to marketing and its significance in business growth. The report delves into market segmentation, exploring demographic, behavioral, psychographic, and geographic approaches. Primary research methods, including questionnaires and interviews, are discussed to identify customer needs. The report further examines e-marketing strategies, such as email marketing, social media, and referral selling, tailored for R&P. Finally, the assignment includes a SWOT and PESTLE analysis of the product, incorporating primary research findings from a questionnaire. The report concludes with recommendations based on the analysis, offering insights into improving marketing strategies and customer satisfaction.

Marketing Principles
and Techniques

Table of Contents
INTRODUCTION ..........................................................................................................................3
Task 1 –Types of market segmentation...........................................................................................3
Task 2 –Primary Research ..............................................................................................................4
Task 3 – E-marketing ......................................................................................................................5
Task 4 – SWOT And PESTLE Analysis of the product .................................................................6
CONCLUSION .............................................................................................................................20
RECCOMENDATION..................................................................................................................20
REFERENCES..............................................................................................................................22
.......................................................................................................................................................22

INTRODUCTION
Marketing is the management and study of exchange relationship. It is important part for
the each and every business to increase their growth and development at marketplace. It is used
to develop, maintain and satisfy the needs of customers. Marketing is an effective tool which
includes sales and various valuable activities for transferring service and goods. There are
different techniques of marketing including sales promotions, direct selling, advertisement and
many other. The reference company taken in this report R&P is a small retail business which
deals in different variety of grocery products. This assignments is divided into different parts
including concept of marketing, market research, E-marketing and own learning about
marketplace (Graber and et. al., 2016).
Task 1 –Types of market segmentation
Marketing is identify as an effective process of management for determining, evaluating
and satisfying customer needs profitably. These days there are many changes taking pace in
business environment so it is essential to work as per change in business environment.
MARKET SEGMENTATION
Market segment means to divide customer on the basis of their demand. It is essential that
company has to perform business options in effective way to satisfy their demand. There are
various ways on the basis of which customer's get satisfied (McClements, 2015). On the basis of
income, demand, quality, etc. customer's get segmented.
Demographic segmentation: Segmentation generally classifies a population which is
based on variables. For example: age and income group of the person highly effected on the
business performance.
Behavioral segmentation: This kind of segmentation classifies the population according
to their usage, behaviour and decision making pattern. For example: In this individual decision
making is highly influenced on the business and its profitability.
Psychographic segmentation: In this market is divided on the basis of lifestyle of people,
interests, activities and its opinion about the products. For example: opinion of the customers
about purchasing chocolates and many other products impact on company.

Geographic segmentation: Under this, market segmentation classifies people as per the
geographic. For example: In this potential customers of the company will have various
requirement based on the geographic (Nowak and et. al., 2015.).
Task 2 –Primary Research
Market research is important and significant part for the all business to identify basic
needs and wants of the customers about business products, services and process. This research
has two parts including primary and secondary. Both are useful for collecting accurate amount of
information.
Aim of market research: Main aim and motive of market research is “To identify the basic needs
and wants of clients towards specific products and services of R&P”.
Market research Methods:
Primary research: It is a type of field research involves collecting new data and
information that has not been gathered before. For example, surveys applying questionnaires or
interviews with large number of person in a focus group (French and Russell-Bennett, 2015)
There are some parts of primary research which is used by the P&R in order to identifying basic
needs and wants of the customers. Certain types of the primary research which are determined as
under:
Questionnaire: This method of research acts as an effective source for the accumulation
of the information from the scattered group of people. A questionnaire belongs of a mixture of
the questions typed in a definite way on a form – which are forward further to the respondents.
The communicator has to reply these questions on his own. In this researcher prepare a
questionnaire which is effective for them to collect accurate amount of the data.
Interview: It is the verbal conversation between two and more people with the purpose of
gathering accurate information for the research purpose (Hair Jr and Lukas, 2014). This part of
research project help the researcher to collect accurate data about the research aim. This method
also support the business to identify basic wants and needs of the customers.
Focus group: It is a aspect of qualitative research including of interviews in which large
number group are asked regarding their opinions, beliefs, attitudes and perceptions towards a
specific concept, advertisement, product, service, idea, or packaging of P&R. It is also essential
for the investigator to determine basic desires and wants of the clients.

Secondary research: It concern the summary, synthesis and collation of existing research
project. It is contrasted with primary research method in that primary research relate the
generation of information, whereas secondary research applies primary research data as a source
of information for analysis (Ang, 2014). These types can be made accessible by public libraries,
data obtained from already occupied in surveys etc. It is essential for the P&R in order to
analysis SWOT and PESTLE analysis of their products which is beneficial for the company to
easily fulfil basic needs and wants of clients properly. Both analysis are help the business to
identify their strengths, weakness, threats and opportunities that are linked with the political,
environmental, economical, social, technological and legal factor of the company or product.
Task 3 – E-marketing
Marketing is sector which has vast scope as compared to other segments. These days e-
marketing is the concept which is very relevant in market. R&P company is also thinking to
market their product through e- marketing (Jenkin and et. al., 2014). Electronic marketing means
to advertisement products through use of electronic media. Some of the sources selected by R&P
company for e- marketing are as under-
E- mail marketing- in this method, e- mail is the main source is used by company. It is
essential that company has to make advertisement and then forward it to consumer. There are
various changes make in e- mail advertising. In this concept campaign monitor and mail chimp
are considered.
Social media- These days there are many social media applications are relevant in
market. Facebook, Instagram, LinkedIn, Pinterest, etc. are some examples of social media. It is
effective because many people are using these applications, so it s easier for manager of R&P
organisation to contact and deliver relevant information (Jenkin, Madhvani, Signal and Bowers,
2014).
Referral selling- R&P association must use sell of their USP products through referral
codes. It means one person when send referral code to other person, then only they can make
purchase. Through this company can enhance their goodwill in market.
Diversification of web presence- Diversification of web presence means company has to
make website and advertisement on various sites, so association will be reachable for more
people. It is important that company has to make changes in their products regularly, so actions
must be taken in efficient way (Lee and Kotler, 2015).

Joint selling- T make good image in market R&P association can joint efforts with some
other company. E.g. they can joint hands with some logistic company, this is effective for
growing image in industry.
Task 4 – SWOT And PESTLE Analysis of the product
Market Research:
Introduction:
This task is divided into two parts of research such as primary and secondary research. In
case of primary research, investigator made a questionnaire which is based on the customers
response about particular products or company.
Demographic segmentation:
Demographic segmentation too has their own variables like Age, gender, occupation,
religion, family size, income, race and nationality. All these are effects on the business
performance. For example: P&R provide their products as per the gender and age of people
because in their store each and every age group products are available (Lee and Kotler, 2015).
Primary Research: It is important part for the collection of accurate amount of
information trough questionnaire. In this researcher use sample size of the survey which is 20. In
this marketing manager prepare a questionnaire which are determined as below:
Questionnaire
Name:
Gender:
Age:
Contact no.:
Email id:
Q1) Did you like the quality of products and services of R&P?
(A) Yes
(B) No
Q2) Are Store price fair?
(A) Yes
(B) No
Q3) Did you enjoy the selection of products?

(A) Yes
(B) No
Q4) What do you like to change?
(A) Service
(B) products
(C)Process
Q5) Do you use sales promotions as communication too?
(A) Yes
(B) No
Q6) What kind of strategy are used to attract large number of customer?
(A) In- store advertising
(B) Special event on weekend
Q7) Which Brand of chocolate are prefer by customers?
(A) Cadbury
(B) P& R
Q8) What pack of the chocolates are purchase by customers?
(A) Small
(B) Big
(C) Family Back
Q9) Which of these factors or sources affects your purchase?
(A) Advertisement
(B) Doctors Advice
(C) Suggestions from friends
Q10) How many times customers are buy Chocolates?
(A) Once every day
(B) 2-3 Times a week
(C) On special occasion only
Q11) What are the essential attribute of the P&R Chocolates
(A) Taste
(B) Availability
(C) Price

(D) Packaging
Q12) Did you satisfied about the brand of P&R?
(A) Yes
(B) No
Q13) Where do you usually purchase chocolates from?
(A) Road Side shop
(B) Supermarkets
Q14) Whether shopkeepers are interested in selling P&R chocolates are not?
(A) Yes
(B) No
Q 15) Any conclusion for business analysing customer needs?
Interpretation of of funding: Above mentioned questionnaire determined about the customer
preferences and market trends. These are determined as below:
Discussion:
Q1) Did you like the quality of products and
services of R&P?
Frequency
Yes 15
No 5

Interpretation: From the above mentioned graph that shown 20 out of 15 respondent are satisfy
about the R&P products and services and rest of the population are unsatisfied about this.
Q2) Are Store price fair? Frequency
Yes 10
No 10
Yes No
0
2
4
6
8
10
12
14
16 15
5
Frequency

Interpretation: From the above mentioned graph that shown about the reaction of the customer
about R&P grocery products and services. In this 20 out of 10 are say yes about price is fair and
rest of the respondents are not agree regarding this.
Q3) Did you enjoy the selection of products? Frequency
Yes 12
No 8
Yes No
0
2
4
6
8
10
12
10 10
Frequency
Yes No
0
2
4
6
8
10
12
14
12
8
Frequency

Interpretation: From the above mentioned graph that determined about the satisfaction of the
customer towards selecting of grocery products and services. In this 20 out of 12 respondents are
agree and rest of the population are not happy while choosing particular products.
Q4) What do you like to change? Frequency
Services 10
Products 5
Process 5
Interpretation: From the above graph, it can be determined of the changes in the
organisation regarding services, products and process. In this 20 out of 10 respondent are agree
about changing in services, 5 are prefer to change products and rest of the population are agree to
modify their services.
Q5) Do you use sales promotions as
communication too?
Frequency
Yes 17
Services Products Process
0
2
4
6
8
10
12
10
5 5 Frequency

No 3
Interpretation: In this 17 out of 20 respondents are prefer sales promotion as a
communication and rest of the population are not prefer it for this.
Q6) What kind of strategy are used to attract
large number of customer?
Frequency
In- store advertising 10
Special event on weekend 10
Yes No
0
2
4
6
8
10
12
14
16
18 17
3
Column B