Marketing Techniques and Analysis: The Button Queen Report

This report provides a comprehensive analysis of The Button Queen's marketing principles and techniques. It begins with an introduction to marketing concepts and the activities undertaken by the organization, followed by an examination of market segmentation and the marketing mix (product, price, place, promotion, people, process, and physical evidence). The report then delves into market research aims, methods, and tools, including PEST and SWOT analyses, and forecasting. It explores various e-marketing methods, such as email marketing, social media, and SEO, and discusses managing the online image of the organization. Finally, the report covers market analysis techniques for researching the target market and presents the findings of the market research and analysis, concluding with a summary of the key takeaways. The report highlights the importance of marketing in attracting customers and building a strong brand image, particularly for a small family business like The Button Queen.

Marketing Principles and
Techniques

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
1.1 Marketing and activities conducted by organisation.............................................................3
1.2 Market segmentation.............................................................................................................3
1.3 Marketing mix.......................................................................................................................4
TASK 2............................................................................................................................................5
2.1 Aims of research and market analysis...................................................................................5
2.2 Market research methods......................................................................................................5
2.3 Market analysis tools and techniques....................................................................................5
• Forecasting: This instrument characterizes that statistical surveying is executed by
administration to distinguish needs and needs of individuals. Button Queen give stylish garments
and items to draw in clients and influence them to buy satisfactory things....................................6
TASK 3............................................................................................................................................6
3.1 Methods used to e-market products and services..................................................................6
3.2 Manage online image of organisation...................................................................................7
TASK 4............................................................................................................................................8
4.1Market analysis techniques to research target market............................................................8
4.2 Findings of market research and analysis.............................................................................8
CONCLUSION................................................................................................................................9

INTRODUCTION
Marketing principles and techniques are appropriate tactic which help small firms to
utilise funds and construct adequate image in market. It is necessary that family businesses
which are started by entrepreneur to generate appropriate revenue from business by investing
money and using it to arrange resources for company. Present report is based on The Button
Queen which is small family business established in London. Different buttons which includes
silver, jet, plastic and glass to give people chance to match fabric colour with them. This report
specifies information about marketing concept and various activities that are executed by
marketing department to promote firm and attract customers. With help market segmentation and
marketing mix is designed by management to identify customers and attract them to purchase
things to fulfil their needs and wants. Market research aims, methods, tools and techniques are
used to collect appropriate information about market situations. This defines that e-marketing is
tactic used by company to manage their online image. Thus, entrepreneur is able to apply
learning and have appropriate findings which are interpreted by marketing team to design system
and establish strong image and reputation in market.
TASK 1
1.1 Marketing and activities conducted by organisation
Marketing is concept which comprises information about activities executed by
organisation to inform people about items and services; thereby influence them to purchase
things in according to their needs and wants. It is essential that appropriate promotional and
pricing strategies are used by The Button Queen to attract customers by informing them about
variety of products and packages. Every industry have number of companies that require to
function in according to position firm higher than competitors. This specifies that management
need to use promotional techniques that is e-marketing to attract people from other countries
without setting outlet in various nations.
1.2 Market segmentation
STP tactic defines that organisation require to have accurate and complete information
about needs and wants of people. It is essential that products and services are provided in
according to market conditions. The Button Queen is company which provide different variety of
buttons in respect to customers demands. This technique is defined below:
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Segmentation: This is first step which defines that people are grouped in according to ascertain
information about their similarities which help in designing things in respect to customers. Psych
graphic, behavioural, demographic and geographic are various segmentation tactics that are used
by firms to provide products according to segments. The Button Queen is small firm which has
outlet in single nation which impacts on sales and profitability.
Targeting: After segmentation, next process executed by management is to select appropriate
segment which has good market size, number of customers. The Button Queen has outlet in
London and as it is traditional business which has limited people base.
Positioning: This component specifies that organisation require to attract people by informing
them about products and services. Promotional techniques such as advertising, sales promotion,
personal selling, online marketing are used by The Button Queen to transform traditional
business to modern by expanding and acknowledging people about items.
1.3 Marketing mix
Product, price, place, promotion, people, process and physical evidence are 7P's which
are defined by management to design components in according to needs and wants of people.
Along this, marketing team even need to frame marketing mix in respect to competitors. This is
description of The Button Queen marketing mix which is as follows:
Product: The Button Queen provides different forms of buttons to have adequate customer base
which help businessperson to attract people and make them purchase things in according to their
fabric colour.
Price: The Button Queen has different ranges buttons which are provided by company to grab
attention of people by giving them things in according to their income level and requirements.
Place: The Button Queen is small family business which has single outlet established in London
which defines that company has less market share. Entrepreneur has limited market reach and
customer base. For this, e-marketing is best technique which helps company to give online
facility to people and to have global reach.
Promotion: Online marketing is appropriate tactic for The Button Queen, as it is small family
firm which has limited market reach and customer base. Sales promotion, personal selling,
publicity and social media are various other promotional techniques used by firms to attract
people and make them purchase things in according to their needs and wants.
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People: Customers which are main and important asset of The Button Queen which purchase
things in respect to their taste and preferences. Entrepreneur responsibility is to have skills and
abilities to organise business activities and utilise resources effectively. This help them to deliver
appropriate products to people in respect to fabric and income.
Process: The Button Queen is small family business which require to use adequate tools and
techniques to deliver things in according to needs and wants of people. For online marketing,
advanced technologies are used by management.
Physical evidence: The Button Queen has traditional outlet structure which influence on sales of
company and market image.
TASK 2
2.1 Aims of research and market analysis
Researcher formulate purpose and objectives which are used by management to direct
activities and collect appropriate data from market about its conditions and situations.
Conducting market evaluation, frame competitive strategies and use cost effective tactics are
various prime goal of The Button Queen.
Market analysis is technique used to acknowledge needs and wants of people. Along this,
rival firms offerings are anticipated by businessperson to design system and implement tools and
techniques in according to deliver quality things to customers.
2.2 Market research methods
Market research is conducted by management to have complete knowledge about market
conditions and system abilities. Primary methods such as interview, observation, focus groups
are used by The Button Queen to get information about needs and wants of people by interacting
with them and taking their feedback. Along this, secondary methods that is journals are used by
management to asses published data to conduct business activities in respect to past records.
2.3 Market analysis tools and techniques
These are various tools and techniques that are used by The Button Queen to enhance
market position and image by using online marketing tools. On the other hand, investigator
utilizes different methodologies and strategies to recognize conditions that are winning in market
to plan framework and influence it to work in as per needs and needs of individuals. These are
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different instruments and strategies utilized by administration of Button Queen are as per the
following:
• PEST examination: This strategy encourages business person to have finish data about
government laws, financial viewpoints, society prerequisites and innovative things impacts on
business. Specialist will have finish information about outer full scale factors which are utilized
to plan framework in like manner.
• SWOT examination: This procedure is compelling which assist business person with
acknowledging framework capacities and economic situations. Button Queen need to upgrade
share and position by using market openings with help of qualities display in framework; along
these lines shield firm from dangers and shortcomings.
• Forecasting: This instrument characterizes that statistical surveying is executed by
administration to distinguish needs and needs of individuals. Button Queen give stylish garments
and items to draw in clients and influence them to buy satisfactory things.
TASK 3
3.1 Methods used to e-market products and services
There are several e- marketing method are available which are effect organisation performance
as well as productivity. Management of the company has develop strategies in order to complete
higher competition at market place thus help them to achieve high market share for long time.
There are several mode of e- market are explain as follows: E- Mail: It is most common as well as effective method of promoting product and
services through electronic mode. In this step, enterprises are identify their target market
and accordingly they prepare content of massage those are simple, attractive, innovative
etc. so that organisation are capable to attract large of individual toward their goods and
services in an effective ways. Button Queen also send personal mail to their customers
and make a healthy relationship with them thus help them to run business activities in
long run effectively.
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 Social media: There are several social media site are available and effectively used by
most of small scale firm like Button Queen. They are also promote their product and
services through this method in which they consider Facebook, Twitter, Instagram,
LinkedIn and many more. Small organisation has develop strategies for social media
marketing that help them to gain higher market share effectively.
 Search engine optimisation (SEO): In present time each one company want that google
or any other search engine shows their company website name in customers first search
result. Through this, they increase traffic on their web page resulted number of visitors
are rise. Button Queen has a small scale enterprises and its very important for them to
used this method to attract number of clients toward their goods.
3.2 Manage online image of organisation
In order to sell product and services through online mode firm want to develop their online
positive image through which they are able to attract large number of consumer toward their
product and services. For developing image Button Queen want to follow some step which are
detail as follows:
 Firstly, Button Queen has make website and select unique URL through this clients are
easily identify firm sites and save time as well as other resources thus help to run their
business activities in long period of time.
 After this they are focus on attractiveness of websites in which they add some picture,
colour, paints and many more. Through this they are capable to achieve goals and
objectives in limited period of time appropriately.
 In their site Button Queen make a column of feedback in that all visitor has write their
opinion about firm product and services thus help organisation to make modification in
existing goods according to clients through this enterprises get higher customers
satisfaction in long period of time appropriately.
TASK 4
4.1Market analysis techniques to research target market
Organisation are provide all information related to commodities to clients so that they to
take right decision in an effective manner. For this, management of Button Queen has analysis
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market techniques in order to conducting market research in the industry. That are explain as
follows:
 Internet marketing and Paid advertisement: Management has select some website where
their target consumers are visit on continuous basis. On that site Button Queen want to
present their ads thus help them to achieve attraction of large number of clients in an
effective ways. Through paid advertisement enterprises are capable to select best mode of
internet marketing thus help them to achieve goals and objectives in given time frame
appropriately.
 PESTEL analysis: It is a one of most popular method which are used by Button Queen in
order to analysis external as well as internal environmental method which enhance their
market position in long period of time. PESTEL has stand for political, economical,
technological, social cultural, environmental, legal and all has effect firm positively as
well as negatively.
 Four P's of marketing mix: Four P's of marketing help organisation to identify their target
market and accordingly develop product to get higher market position at market place.
Four P's has stand for product, price, place, promotion and its directly effected
organisation performance in long run. Management has develop strategies and plan in
order to get higher market position thus help Button Queen to compete competition
effectively.
4.2 Findings of market research and analysis
Review, perception, field preliminaries and meeting are different devices utilized by
administration of Buttin Queen to take criticism from clients to recognize their conclusions and
requests. This assistance specialist to recognize showcase where organization can extend outlet
to improve client base and deals. Marsh showcasing, email, web-based social networking are
different advancement apparatuses used to advise individuals about assortment of items and
changes that are made in garments to make it as indicated by advertise patterns (Batini and
Scannapieco, 2016).
Button Queen is little privately-owned company which has restricted market reach and client
construct which impact with respect to deals and benefit of firm. Advertising group require to
utilize suitable special procedures that is internet based life, email and blog to pull in individuals;
in this manner influence them to buy things on the web. This advantages business visionary to
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have sufficient number of clients to which arrange things on the web; along these lines increment
income ability of firm.
CONCLUSION
From the above report, it has been concluded that showcasing is action which encourages
association to improve generosity and picture. Conventional business has restricted market reach
and clients which impacts on deals and income. With mechanical progressions, internet
showcasing wind up prominent which assist business visionary with informing individuals about
things and give them office to buy items on the web. Anticipating, PEST and SWOT
examination are utilized by Button Queen to have fitting information about market capacities and
framework abilities. Along this, different research techniques and devices, for example, study,
talk with, diaries, perception are utilized to have essential and auxiliary information. This
advantages firm to utilize blog, email and internet based life to draw in clients and position
organization higher than contenders.
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REFERENCESS
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