Marketing Report: Strategies, Research, Customer Targeting, and Mix

This report provides an introduction to marketing, exploring various techniques used by companies like Kellogg and Horlicks, including product development, market development, branding, and relationship marketing. It also discusses the limitations and constraints of marketing, such as legal regulations including the Sale of Goods Act and consumer protection laws, as well as the influence of pressure groups and consumerism. The report further analyzes the importance of marketing research, differentiating between primary and secondary research, and highlighting the use of PESTLE, SWOT, and SMART techniques for effective market planning. Customer targeting strategies for Cadbury and Coca-Cola are examined, including demographic, geographic, and psychographic segmentation. Finally, the report outlines a coherent marketing mix for a new smartphone, covering product features, pricing strategy, distribution, and promotional activities, emphasizing the role of social media.

INTRODUCTION TO
MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK...............................................................................................................................................1
P1. marketing techniques used to market products in two organisations.................................1
P2. Limitations and constraints of marketing.............................................................................2
P3. marketing research to contribute to the development of its marketing plans.......................3
P4. marketing research for marketing planning.........................................................................3
P5. how and why groups of customers are targeted for selected products ...............................5
P6. coherent marketing mix for a product .................................................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Marketing is very essential in order to increase the sales of a company. It is a concept that
includes introduction of such products which aims to satisfy every needs, requirement and
desires of potential customers in a market. For getting success in the economy of market it is
very necessary to adopt a good marketing strategy (Aras and et.al., 2017). In this following
report, techniques of marketing along with their limitations and constraints has been discussed.
Importance of marketing research in development of marketing plans has been analysed.
Marketing research has been used in planning perfect marketing strategies. Explanation of
targeted customers has been provided.
TASK
P1. marketing techniques used to market products in two organisations
The marketing strategies used by Kellogg and horlicks are as under
Product Development – product development means development or new product in an
existing market . By introducing new flavours of their products , according to the taste and
preferences of the customers .
Market Development- market development is a strategies which is associated with the
development of new market for the existing product . Kellogg has entered into the new market
for the kids (Coco Pops, Moons and stars)and special K, Bran flakes for the health conscious
people . They also have family size big packs and little packets for travel. On the other hand
horlicks grab the market by introducing the women horlicks for women.
Branding – A brand is the identity of the every product. It can be identified by the name,
initials, logo, symbol, colour or slogan . Both Kellogg and horlicks have made their position in
market at very high level, they are easily recognised by their uniqueness.
Relationship Marketing – Relationship marketing is the marketing that is aimed at
developing the relationship between product and customers (Datta, Ailawadi and van Heerde,
2017). It focuses on maintaining a long term relations with large customers. Kellogg and horlicks
is using a strategy called "Direct Mail Drive" to communicate with over 1.5 million customers
1

P2. Limitations and constraints of marketing
There are many legal constraints in the form of several acts which are used to provide
limitations in marketing operations of a company which is discussed as below:
Sale of Goods Act 1979- This act provides the guidance related to every aspect of the
product such as description of all its important specification, to determine the suitability of good
for satisfying the purpose for which it has been produced.
The Consumer Protection from Unfair Trading
Regulations 2008- These acts are made in order to protect the customer from unfair means of
practices which is done by the seller that can be fraud , coercion or misleading .
Consumer Credit Acts 1974 and 2006- Under this provision, it is made sure that
relationship between creditors and debtors should be on fair basis. It leads to impact the various
types of consumer credits and several hiring agreements. The major purpose is to control all
sources of credits related to numerous exemptions. It has set to apply the criteria of holding
licence for all credit providers and recruiters.
Code of Advertising Practice- Unfair means in advertising leads to provide certain
misguidance and misinterpretation of the information regarding the product that leads to make a
customer confused and unaware regarding its every aspects. It leads to determine the compulsory
criteria which every advertisements has to show such as disclaimers and types of ads to be
broadcast on various sources (Hanssens and et. al., 2014). It focuses on the ethical criteria that
leads to protect the customer from any type of misleading information that can lead to harm him
in several aspects.
pressure groups and consumerism- These are considered to be most influential feature
for influencing the decision of any consumers As pressure tends to pressurise or influence the
choosing of particular product according to what they depict because it leads to create some
pressure and consumer has to buy even without his will. Apart from this, consumerism, is totally
different concept which says that it is the basic tight of a consumer to gather every information
regarding any aspect of the product in order to match the features with the uprose for which they
wanted to buy the product. Therefore every company should focus on this concept for successful
marketing.
2

P3. marketing research to contribute to the development of its marketing plans
There are two types of researches which Apple uses for developing its market plans
which are discussed as below:
Primary Research- This type of research is done when the company wants to take
information which is first hand and much more authenticated type of data is collected by
researchers. Under this type of research several types of questionnaires are formed which leads
to take out the preferences of the customers and the expectations which they expects from them.
They can also collect feedbacks from the consumers in order to identify the gaps and making it
more improved which can lead to provide more effective version of the product. This has also
another drawback that it requires a lot of cost for conducting a particular survey as it requires to
hire representatives for this process.
Secondary Research- This particular investigation includes searching out data from
various secondary sources such as books, thesis, journals and various online sources to gather
second hand information for the research. The main advantage can be it can be collected in less
time but the degree of authentic quality of data is not assured as it can be wrong and can lead to
diverge the result of correct research (Huang and Sarigöllü, 2014). It can be used for
acknowledging related to any new market penetration where the company has no idea about is
customers and overall demand. It also provides information regarding latest trends and the needs
of new customers which are required to be targeted. Cost effectiveness is its another advantage
for which it is preferred
P4. marketing research for marketing planning
For Market Planning there are three models which are needed to be focused for
conducting an effective market research that discussed as below :
PESTLE Analysis- It is done in order to conduct external market research. This
includes following factors such as :
Political- It describes the impact of political scenario of the area which leads to support
the decisions related to growth or expansion of business.
Economical- It includes the analysing of economical factors such as inflation rate,
recession, boom, trade barriers, excise duties etc. that can affect the financial structure of
company.
3

Social- It is directly related to people which surrounds the firm (Jørgensen and Agustín,
2015). As their culture and other beliefs affects the working condition as employees can belong
to different culture and can have varied perception that can lead to affect decision making power.
Technological- It comprises of being update according to latest technical trends and
software for reducing work complexities and increasing the efficiency and effectiveness of
productivity.
Legal- It includes keeping all legal documents and working under the rules and
regulations decided by government and holding every required licenses for various operations.
Environmental- These are the geographical features such as the location , transportation ,
climate and surrounding of the area which is selected for setting up the organisation.
SWOT Analysis- It is an analysis which leads to determine the strength, weakness,
opportunities and threats of an organisation.
Strength- It includes all the features of the product which can used as the strong point for
marketing in a market that can give them a competitive advantage over others.
Weakness- It includes all those factors which a product lacks or needed to be modified to
make it much better and advanced for the purpose.
Opportunities- It is the chances which a company seeks for getting advantages over other
competitors in order to attract more customers and increase their sales.
Threat -These are the potential external dangers which can adversely affect the decision
making power of a company leading them to bear harm and many disadvantages.
SMART Technique- This is used to measure the appropriateness of strategies which are
formulated, on the basis of it
Specificness- Which includes clarity of the aim for which it has been formulated
Measurable- the achievement of success should be measurable according to some decide
standards.
Achievable- It means that the goal should be practically achievable instead if
theoretically.
Reliable- The strategy must provide the desired result.
Timeliness- It should get completed on time which leads to reduce the time factor
4

P5. how and why groups of customers are targeted for selected products
Taking cad bury and coca cola as product following are the bases target, cad bury and
coca cola are the global company which are located all over the world
Demographic – cad bury target everyone but mainly focused at 5-60 and for all types of
people whether male or female young , single , married everyone love chocolates (Perreault,
Cannon and McCarthy, 2015). keeping this in mind, Cad bury launched the new bournvita in
2010 and also a new campaign to focus from kids to mothers for this campaign. While coca cola
target those who are thirsty and want to taste something different it mainly focus on the youth.
Coke also segments the small children by introducing tastes like vanilla , lime and cherry so they
focus children from 4-12.
Geographic- Cad bury has spread itself in all over the world . There is no limit of region
in it . Furthermore cad bury dairy milk remains on top of the worlds chocolate products. While
coca cola is worlds largest beverages company and operates internationally. Coca cola is the
public limited company. The main market which is target by the coca cola is airlines and inside
the airports . There is only one place to buy drinks so prices are also increased . Therefore this
would help them to increase their sales and profit.
Physcographic- peoples attitude towards cad bury is positive . People of every age love
to have all its products .while Coca-Cola has its largest demand towards in youth . People are
more attracted towards it as it has launched coca cola diet of health conscious people.
P6. coherent marketing mix for a product
Marketing Mix for New Smart Phone which is needed to be launched by latest has
following aspect :
Product- The new smart phone will have varied memory storage that ranges from lowest
to highest storage facility according to the need (Marketing Strategies, 2018). The product will
have face recognition system and even other biometric system security that includes retina scan
and finger print access and will have many colours for every gender.
Pricing Strategy- Skimming pricing strategy is used for this product as it will target those
customers who values the product more than the price which may lead to provide a good profit.
Place- It will be distributed to every store and also will be available on online shopping
sites fro where customers can avail it without any problem.
5

Promotion- It is very important aspect for increasing the sales which is done through
various promotional activities such as the use of print as well as non print media. The medium
which is chose for the effective promotion is broadcasting in which advertisement will be
broadcaster in televisions and use of social media must be affective (Strengell, 2017). Social
Media has a major role in providing promotions for the products as it has a reach to larger
audience and a every strategy can be implied instantly which saves time as well as cost.
CONCLUSION
It has been concluded that there are various marketing technique which is implemented
by several companies to market their products as these strategies can be market penetration,
market development, branding and even relationship management with customers is very
important to gain competitive advantage over other. Apart from this, there are various limitations
and constraint in marketing that determines certain limitations which are needed to be followed
that protects the right of consumers from any kind of fraud or misinterpretation of product for
selling purpose.
6

REFERENCES
Books and Journals
Aras, M. and et.al., 2017, July. The effect of service marketing mix on consumer decision
making. In International Conference on Education, Science, Art and Technology (pp. 108-
112).
Datta, H., Ailawadi, K. L. and van Heerde, H. J., 2017. How well does consumer-based brand
equity align with sales-based brand equity and marketing-mix response?. Journal of
Marketing. 81(3). pp.1-20.
Hanssens, D.M. and et. al., 2014. Consumer attitude metrics for guiding marketing mix
decisions. Marketing Science. 33(4). pp.534-550.
Huang, R. and Sarigöllü, E., 2014. How brand awareness relates to market outcome, brand
equity, and the marketing mix. In Fashion Branding and Consumer Behaviors (pp. 113-
132). Springer, New York, NY.
Jørgensen, M. B. and Agustín, Ó. G., 2015. Politics of dissent. Frankfurt am Main: Peter Lang.
Perreault, W. D., Cannon, J. P. and McCarthy, E. J., 2015. Essentials of marketing: A marketing
strategy planning approach. McGraw-Hill Education.
Strengell, J., 2017. Marketing plan for coffee chop Green.
Online
Marketing Strategies. 2018. [online]. Available Through<http://cultbranding.com/ceo/52-types-
of-marketing-strategies/>
7

8