Marketing Principles and Techniques Report for Amara Company

This report provides a comprehensive overview of marketing principles and techniques, focusing on their application to the online retail business Amara. The report begins with an introduction to marketing, defining its core activities and the importance of target market analysis. It then delves into market segmentation, exploring demographic, geographic, psychographic, and behavioral segmentation strategies. The marketing mix, encompassing product, price, place, and promotion, is also discussed. The report further examines market research, including its aims, methods (observations, field trials, and surveys), and analysis tools and techniques. It also covers e-marketing methods such as email marketing, social networks, and SMS marketing, along with activities used to manage a company's online image, like videography, website creation, image uploads, and social media engagement. Finally, the report presents market analysis techniques, including quantitative and qualitative research, and discusses primary and secondary research methods to research the target market. The student concludes the report with their findings and recommendations for the marketing team.

Marketing Principles and
Techniques

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Marketing...............................................................................................................................1
1.2 Market segmentation as a tool to identify customers............................................................2
1.3 Marketing mix.......................................................................................................................3
TASK 2............................................................................................................................................4
2.1 Aims of market research analysis..........................................................................................4
2.2 Market research methods.......................................................................................................4
2.3 Market analysis tools and techniques ...................................................................................5
TASK 3............................................................................................................................................5
4.1 Methods used to e-market products and services..................................................................5
4.2 activities used by companies to manage their online image..................................................6
TASK 4............................................................................................................................................7
3.1 Market analysis techniques to research the target market....................................................7
3.2 Interpretation and findings of market research and analysis.................................................7
3.3 present your findings to the marketing team..........................................................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Since I have completed my course, I have been working in my family business for 6
months. And I have notice that the members of staff are not aware about the latest marketing
concepts, marketing activities, its segmentation tools etc. (Wilson, 2001).. Therefore, further in
this project I am going to collect information as formal report and explain about marketing, its
concept, segmentation tools, marketing mix and will prepare a detailed report about it and give it
to the staff members for future impact on the company and to have permanent job in this
company. This report is based on Amara which is an online retailer of luxury gifts, designer
home ware, lighting and furniture designing association.
TASK 1
1.1 Marketing
Marketing is the activity of selling the product by deciding its packaging, price, place and
promotion. It involves the activity of moving of goods from producer to customers. Some of its
activities are: Analyse of target market- Analysis of target market is one of the important and crucial
activity or performing activities of Amara. This helps to know what has to be produced to
satisfy consumer needs. Promotional activities- There is competition in industry, so with the help of promotional
and marketing activities, it is easy to create awareness and increase consumer base.
Promotion of product at Amara can be done with hoarding, newspaper advertisement,
radio, etc.
 Value addition to the product- These days, consumers are more choosy and want ti avail
latest trends. Hence there is requirement of alterations and new changes in products and
services. This helps to increase consumer base of Amara and makes long term relations
with consumers.
Amara, an online retailer of luxury gifts, designer home ware, lighting and furniture designing
company of UK, my first step will be to set a target market for my products. Our second step will
be increasing the customers for my product by examine their needs and demand and providing
customer satisfaction. Our final step will be adding a special value to my product so that it may
attract customers to buy them (Aaker, 2011). By offering promotional schemes, offers, gift cards,
etc. can add value to our product.
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1.2 Market segmentation as a tool to identify customers
It is a process of dividing market customers into different segments or groups on the basis
of some characteristics. Different types of market segmentation are:
(Source: Different types of market segmentation, 2017) Demographic segmentation:- Variables like age, gender, marital status, income, religion,
occupation, status, etc. divides the customers in the market. On this basis of segmentation
variables, managers at Amara will divide potential customers and will influence their
buying decision (Fischinger, Seiler and Seiler, 2015). Geographic segmentation:- This segmentation is on the basis of geography. People
living in different regions may have different requirement according to their needs.
Geographic segmentation will help us to draft individualized marketing campaigns for
everyone. Psycho graphic segmentation:- Under this process customers of Amara are divided on
the basis of their lifestyle, personality and attitude. In this, we can influence the decision
of the customer to buy the product according to their personality and lifestyle (Market
Analysis Tools and Techniques Every Marketer Should Know. 2018).
 Behavioural segmentation:- In this process of segmentation customers can be
segmented on the basis of their behaviour. Product knowledge of the product and its use
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Illustration 1: Different types of market segmentation

affects the customers buying decision. Managers of Amara will be going to segment it on
the basis of current user, first time users, etc.
1.3 Marketing mix
The marketing mix refers to those activities that an organisation exercise to promote its
brand or product in the market. Vital elements of marketing mix are:
 Product: It refers to a product/item that a company sells in the market. The features of
product of Amara should match its price, it should deliver a level of performance
(Turban, Outland and Turban, 2018).
(Source: Marketing Mix, 2018) Price:- A set value of a product is called its price. Price of a product depends upon its
cost of production, packaging, supply and demand of the customers and other factors.
Target of Amara will be to set the best price for our product that the market can easily
pay. Place:- Place strategy is a decision regarding the right location for selling company's
product. Our target will be to find the best place for our product so that it will make easy
for the customers to buy it.
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Illustration 2: Marketing Mix

 Promotion:- Promotion refers to all those activities undertaken by Amara to promote its
product in the market. Promotional activity includes advertisement of the product, its
sales promotion, personal selling, direct marketing etc.
TASK 2
2.1 Aims of market research analysis
The main aim of market research is gathering information regarding its customers. These
collected information will help or business to run smoothly and effectively without any risk. It
will help us in effective decision making. Aims of market research at Amara are as follows:
 Identify and solve the marketing issues of the organisation.
 Know the consumers needs and requirements.
 Help the manager to resolve about the quality of the product, its qualifications,
packaging, pricing, branding, etc.
 Analyse for new marketing opportunities
 Predict the future sales and business conditions (Pride and Ferrell, 2015).
 Helps the organisation to improve its existing product and also introduce new products in
the market.
 Determine the consumer response to the company’s product.
2.2 Market research methods
There are many ways to conduct a market research for gathering information. The type of
information we need, will determine the type of techniques we are going to use.
1. Observations:- It is a process of gathering information by observing customers with or
without interacting with them (Baser and Buchbauer, 2015). By observing customers in
mall or stores gives us a more straight image of customer's usage habits and shopping
patterns.
2. Field trials:- Under this we will method we will place our new products in some stores to
see customers response. This will help us to modify or product, set price and its
packaging.
3. Surveys:- Surveys can be conducted by various methods; we can take face to face
interviews at public places to collect information from group of people, other way will be
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online surveys as it is a simple and less expensive method. With the help of
questionnaires we can study a sample group that represents our target market.
2.3 Market analysis tools and techniques
There are different types of marketing techniques that can be used by small business
ventures to increase their sales. Promoting the end results: customers don't want our product or service, they want the
best performance/benefits produced by using our product. We should make sure that we
must promote the end results our customer want. Adding something new: company should keep adding something new in your business to
increase your sales. For example, adding new features and information on your online
site about your brand or product, this will make customers to see something new. This
will attract new customers which were not interested in your product before.
 Become a valuable resource: to become a valuable resource for your customer, look for
different ways which can help you to supply them with best services, and help them to do
things easier, faster and in less expensive way (Barrett and Weinstein, 2015).
TASK 3
4.1 Methods used to e-market products and services
E-marketing i.e. electronic marketing also known as digital marketing, internet marketing
or online marketing. It is the process of selling products or services using internet. It also
includes marketing done through emails or wireless networks. Using e-marketing helps in much
better and faster results, easy access through web, etc. different methods are as follows:
 Email marketing:- Email marketing is cheap source of e- marketing used by Amara. In
this method. Schemes, discount offers, etc. convey to consumers. Email can be conveyed
to numbers of workers at the same time. There are possibilities that consumer may ignore
such mails. this is one of the oldest ways of marketing online. Having a double opted in
the list of email helps us to know whether the receiver of this mail actually wants our
mail or not.
 Social networks:- These days consumers are using social media application to remain
updated. Hence promotion of product at Amara can be done on it. Managers of Amara
can take advantage from these social sites to promote our website as well as our business
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by advertising on such website i.e. Facebook, snap chat, Instagram, YouTube etc
(Bahadir, Bharadwaj and Srivastava, 2015).
 SMS e-marketing:- Managers of Amara can use SMS for marketing product, greeting on
festive seasons, etc. it involves advertising of the business by sending messages to a
group of people. We can update our online website from our smart phones. Chat
networks like twitter, we chat and WhatsApp are used to notify people about business.
4.2 activities used by companies to manage their online image.
Online image management is one of the most important things that works better if you
utilise it before you actually need it (Wilson, 2001). There are different ways to build company's
online image: Videography:- another activity to manage online image is making videos and uploading
them on YouTube or Vimeo, most popular video sites. This will influence search results.
Video related to outlet of Amara can be updated on webpage. This attracts consumers to
visit outlet and hence consumer base gets increased. Creating website:- creating or having your own website is the first step to build positive
online image. Site with business or person’s name generally rank first when people
search for the name. Managers of Amara has their own website, with it is clear to how
much brand awareness among society. This can be done with analysing number of
visitors for website daily. Upload a lot of images of Amara products:- when we will create our social website, this
can easily be done. By uploading a lots of pictures of Amara products, can have a great
impact on image search results.
 Active on social media:- create social profiles on different social networks and remain
active to keep them up to date. This will build our online reputation by having strong
audience. Customer care department of Amara must be active on social media, because
this is the place where feedbacks are registered by consumers. This helps to increase
satisfaction and brand loyalty of consumers.
TASK 4
3.1 Market analysis techniques to research the target market
Market research is a process of gathering information regarding target market or target
customers. Market research analysis technique consists of both analytical and statistical methods.
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Techniques used for market research analysis are: Quantitative technique:- In this type of research, company gives more importance to the
information and statistics rather than the feeling or belief of the customer.
 Qualitative research:- In this research technique, a company tries to get opinions and
feelings of the customers through one on one interviews. It focuses on the customer's
opinions and feelings.
Apart from this there are two research method from marketing prospective. They are
discussed as under- Primary research method:- research taken by any organisation to gather information to
improve its product or services. Under primary method research is done through different
sources to get feedback from the customers or group of people regarding company's
product (Aaker, 2011)..
 Secondary research method:- Under this method company does not gather information
on its own, rather it depends on the data which is already available from different
sources.
3.2 Interpretation and findings of market research and analysis
On the basis of primary, qualitative and quantitative research, it has been found that a
large audience are interested in usage of luxury gifts and designer home products. This was
ensured by conducting surveys and interviews. Below is the information of my primary
investigation.
Questionnaire
Name
Age
Q1) Do you think buying Amara products?
 Yes, Always.
 No
 Sometimes Quite frequently
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Q2) On what basis, do you purchase Amara products?
 Price
 Quality
 Varieties Other________
Q3) How often do you purchase luxury gifts by Amara?
 Every month
 Weekly
 Bi- weekly Every day
Q4) Would you like to recommend others to purchase from Amar?
 Yes, always
 Never
 May be
3.3 present your findings to the marketing team
In this finding will be taken with help of survey analysis. In this, question has been asked
from 50 women.
Q1). Do you think buying Amara products?
 Yes, Always.
 No
 Sometimes
 Quite frequently
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Interpretation: From the above research it has been interpreted that out of 15 there are
many respondents who like Amara products. However, few among them do not consider Amara
product.
Q2) On what basis, do you purchase Amara products?
 Price
 Quality
 Varieties
 Other________
Interpretation: From the above research it has been interpreted that out of 15 there are
many respondents quality influence them to make purchase and few of them select price of the
product.
Q3) How often do you purchase luxury gifts by Amara?
 Every month
 Weekly
 Bi- weekly
 Every day
Interpretation: From the above research it has been interpreted that out of 15 there are
many respondents who make purchase on weekly basis or every month. On the other side, few of
them who make every day purchase.
Q4) Would you like to recommend others to purchase from Amar?
 Yes, always
 Never
 May be
Interpretation: From the above research it has been interpreted that out of 15 there are
many respondents that they recommend other to make purchase of Amara products and few of
them do not recommends
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CONCLUSION
From the above report concluded that, marketing is the activity of selling the product by deciding
its packaging, price, place and promotion. There are many ways to conduct a market research for
gathering information such as survey, observation etc. There is use of primary and secondary
research which is important and significant for making changes in product and services. With the
help of questionnaire it is easy to understand response of consumers related to product and
services.
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