Marketing Principles and Techniques: Grocery Store Analysis

This report delves into the core principles of marketing, examining their application within the context of a grocery store. It begins with an introduction to marketing concepts, including its definition and significance for business operations, and proceeds to analyze market segmentation strategies, encompassing geographic, demographic, behavioral, and psychographic approaches. The report then explores the market mix, focusing on product, price, place, and promotion strategies. Furthermore, it investigates market research methodologies, including primary and secondary research techniques, and discusses the application of market analysis tools such as PESTLE and SWOT analysis. The role of e-marketing, including email marketing, social media, and paid advertising, is also examined, along with strategies for managing online brand image. The report concludes with an interpretation of findings and recommendations for the grocery store's marketing communication plan, emphasizing the importance of understanding the target market and utilizing marketing analysis techniques for business improvement.

Marketing Principles and
Techniques

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Concept of marketing............................................................................................................1
1.2 Market segmentation ............................................................................................................2
1.3 Market mix............................................................................................................................3
TASK 2............................................................................................................................................3
2.1: Aims of research and market analysis ................................................................................3
2.2 Marketing research method ................................................................................................4
2.3: Market analysis tools and techniques ...............................................................................4
TASK 3............................................................................................................................................5
4.1: Method used for E-market product and services................................................................5
4.2 Ways companies used to manage their online images..........................................................5
TASK 4............................................................................................................................................6
3.1: Use of marketing analysis techniques to research...............................................................6
3.2: Interpretation of finding.......................................................................................................6
3.3 Presentation in front of marketing team................................................................................6
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Marketing can be stated as one of the vital aspects for the concern of business for mainly
improving the level of production along with economical growth. There are certain aspects
highly related to the products within the mentioned detail data in this kind of case. This report is
mainly about the concept of marketing and having appropriate kind of research for bringing
improvisation within process and operations (Armstrong and et. al., 2014). Role of E-Marketing
for improving the profit ratios is being determined. By the utilisation of innovative ideas along
with ability of learning for the small businesses which can improve the level of goodwill in
number of parts which is being mentioned in report.
TASK 1
1.1 Concept of marketing
In modern scenario, marketing can be stated as the concept which has
become necessity for the company for conducting the operations in coming
period of time. Based upon the case study, Grocery Store which has been
running for around 6 months which can not operate in certain way. Major
motive of this sector is the products which are being provided to give out
high level of satisfaction to the customers in better and effectual manner.
Definition: According to the association of marketing, there are set of institutions and the
process of communicating, creating and thus exchanging the demand which mainly has the
certain kind of value for the customers, partners and other kind of communities (Bishop, Fody
and Schoeff, 2013). Apart from this, this mainly can be stated as the activity of the companies
which are mainly related to the buying and selling up of products provided by the grocery store
to multiple customers. This mainly consists of selling, delivering and advertising for multiple
people. Dominant role is majorly being played by the marketing sector in promoting the business
and accomplishing the objectives. This is being mainly served as company's face which mainly
coordinates the producing all material representing the business. These mainly depends upon the
various kind of aspects which are:
 Defining and managing their brand: This kind of factor is mainly associated with
the management of resources which brand in turn can bring improvisation in coming
1

period of time. Campaigns are being conducted for the initiatives of marketing within
certain tenure.
 Producing internal communication: Value of the company has to be determined by
the employees along with objectives which are being set up the company. These are
mainly vital and has effectual communication for being result oriented.
 Planning activity: This is mainly being considered as one of the reliable executive
set which is highly related with the marketing objectives. This in turn improve the
marketing share with certain kind of percentage for meeting up of objectives
(Gordon, 2012).
 Research Activity: This kind of factor is highly effective for carrying out proper
research for determining the opportunities for having better level of profits.
1.2 Market segmentation
This is mainly being stated as one of the essential breakdown of the target of the
company within the smaller unit which is mainly manageable by all kind of group. This mainly
enables the companies to serve the customers by conducting research so that needs and wants
can be evaluated and fulfilled in better and effectual manner. There is the high need for
classifying the markets along with customers into various kind of homogeneous products. This is
mainly categorised in 4 equal parts and they are described below:
 Geographic segmentation: In this kind of factor, market is being classified as per the
geographical area. Modern market is mainly being segmented for the continents and more
narrowly and this mainly consists of region, country, density of population and climatic
zone.
 Demographic segmentation: This kind of demographic division is majorly based upon
the variables of customers which are like income, age, family size and socio economical
factors. This mainly assumes that similar kind of demographic profiles will mainly
exhibit the buying patterns and interests (Graber and et. al., 2016).
 Behaviours segmentation: Segmentation is mainly being done on grounds of attitude
and behaviour of customers for mainly determining the behaviour of number of
customers. Marketer mainly believes upon the all kind of variables which are highly
superior of demographical formulation of market.
2

 Psycho-graphic segmentation: These are mainly based upon the lifestyle segmentation
which in turn is being measured by studying all kind of activities, interest and customer's
opinion. This is mainly being utilised for various kind of aptitudes which are spending
certain kind of issues.
1.3 Market mix
This is mainly the most reliable part of the marketing model. Marketing mix has been
defined as the set of valuable techniques for various kind of products , price and other kind of
crucial aspects and thus it can mainly be determined within future time (Hodge and et. al., 2011).
This mainly consists of 4ps of marketing and some of them are described below:
 Product: In the business of grocery store, numerous kind of products are mainly being
produced which in turn can help company for improving the productivity. This mainly
consist of every kind of home products, food items and many more.
 Price: There are prices which are being set upon the products which are being set by
the members of family. However, the prices which are being set are at their maximum
level as compared to the quality . There is the need of changing up the prices as per
quality standard. Like for the household products there should be range set below the
MRP rate.
 Place: As per the given data, this has been majorly found out that the business has been
running successfully for 6 months in the grocery sector at single location. This is highly
difficult for making the expansion so easily for growing the business in slow manner.
 Promotion: Awareness needs to be created for the products which are mainly being
offered by the company (Lees-Marshment, 2014). There is the need of making the
utilisation of promotional techniques which are highly reliable for attracting the people.
TASK 2
2.1: Aims of research and market analysis
Major objective of the particular research which in turn can mainly improve the level of
businesses by utilising the innovative ideas for product. By this, researcher will be able to
determine the purchasing habit, advertising recalls and packaging of the product with some of
the factors (Lefebvre, 2011).
3

Analysis of market is being done for investigation of the crucial aspects and thus it can
help in determining number of opportunities along with threats as well. This mainly consist of
common aspects such as:
 Market size: This is mainly being related with entire level of sales and potential sales
done by the company for work expansion effectively. There are some vital resources
which helps in determining size of market which is Govt. data, trade association and
financial data from wide players.
 Market growth rate: It is more straightforward angles that is utilized for guaging the
market development rate those depend on authentic information into what's to come.
According to the say circumstance of pastry kitchen shop is likewise not all that
successful. They are not ready to foresee vital defining moment.
 Market profitability: It has been seen that in a market which will have different levels
of benefit, the normal benefit for the Grocery store is requirement for knowing that it is
so difficult to profit in advertise . These are investigations by utilizing five power forces.
2.2 Marketing research method
There are certain kind of research methods which are being utilised for making the
outcomes much more effective conducted by marketing managers. Categorisation of research is
secondary and primary research:
Primary market research: These are mainly reliable research methods which are helpful for the
business for collecting the fresh data for various means. These are:
 Survey: These are mainly stated as the one of the most common method utilised for
market research. These are much more effective as there are questions which are being
formulated for getting genuine data regarding the perception for grocery business
(McClements, 2015).
 Target group: This is mainly involved for getting valuable kind of amount by which data
can be collected from the selected people. There are some professional targets which will
have one way mirror for attaining the valuable amount of opportunities in coming time.
2.3: Market analysis tools and techniques
Major tools which are being utilised in this particular process which is being mentioned
below:
PESTLE:
4

 Political factors: There are grocery stores which are mainly being produced by the
company and they are highly valuable for having high amount of funds and revenue.
Political instability and taxation will not affect the business.
 Economical: These kind of products are much more specialised and the cost is too much.
In this kind of event, there is the extreme products inflation which are like household
products, utensils, accessories for kitchen, food items and many more.
 Social: This kind of factor is related with society, so the products given out should be of
high quality and up-to the standards.
 Technological: There are some kind of changes which in turn can create impact upon the
grocery shops. However, there is the improvement within technology and thus can be
utilised for making online delivery to the customers (Pykett and et. al., 2014).
TASK 3
4.1: Method used for E-market product and services
There are number of E-marketing services which are being utilised for the companies
which will sell up the products across the globe . Some of them are:
 E-mail marketing: By sending letters on the client ids on the off chance
that they used to book arranges on online mode. They can be get sure
measure of rebate on their kitchen things.
 Social media: This is by all accounts all the more simple mode to
associate most extreme individuals toward them. With the utilization
of Facebook, YouTube and Instagram they are draw the consideration
of individuals.
 Paid Advertising: It has been seen that paid advertisements are more seem, by all
accounts, to be web search tools and they are a standout amongst the best sort of e-
showcasing. This can be more solid hotspots for pitching items to different clients
4.2 Ways companies used to manage their online images
Multiple ways which are being mentioned below:
 Be on the top of search engine results
 Image needs to be painted before exhibition
 Excess should not be forgotten
5

 In any case, help can be asked.
 Review of cases and sites.
TASK 4
3.1: Use of marketing analysis techniques to research
Target market is mainly being analysed which can help out the company which in turn
can help in developing the marketing communication plan. This is an appropriate set of
marketing for an individual which has same kind of needs demanded by small level businesses.
End user is being considered which can mostly purchase the products (Wymer, 2011). SWOT
Analysis can be stated as a technique which can lead to the control of all sectors of organisation.
3.2: Interpretation of finding
On this basis, there are outcomes which are being generated in period of accounting. This
has been mainly founded that the performance of stores needs much more attention along with
pricing strategies. There are tools and techniques which are being adopted so that resources can
be utilised in optimum manner. Company has the target market which can mainly capture the
middle class family. Generally, every factor has the potential for making positive impact upon
store and thus they needs to be utilised in effectual manner.
3.3 Presentation in front of marketing team
As per the research, it is mainly founded that the company who are in the initial stages
can operate in much more effectual manner. All strategies and techniques which are being
planned within business operations needs to be understood in better manner. For this kind of
purpose, two methods are being utilised which are primary and secondary. On grounds of basis,
this has been observed that there should be focus upon the business at various location for their
productivity which can be increased.
CONCLUSION
From the above report, it is concluded that the there are all necessary aspects which are
mainly related with the analysis of marketing of company. Utilisation of E-marketing for selling
out the grocery products which are mainly being discussed in this kind of report. These are
mainly responsible for improving the profit ratios and future sustainability of the business which
is the primary motive of the research.
6

REFERENCES
Books and Journals
Armstrong, G., and et. al., 2014. Principles of marketing. Pearson Australia.
Bishop, M.L., Fody, E.P. and Schoeff, L.E. eds., 2013. Clinical chemistry: principles,
techniques, and correlations. Lippincott Williams & Wilkins.
Gordon, R., 2012. Re-thinking and re-tooling the social marketing mix. Australasian Marketing
Journal (AMJ). 20(2). pp.122-126.
Graber, L.W., and et. al., 2016. Orthodontics-E-Book: Current Principles and Techniques.
Elsevier Health Sciences.
Hodge, G.L., and et. al., 2011. Adapting lean manufacturing principles to the textile
industry. Production Planning & Control. 22(3). pp.237-247.
Lees-Marshment, J., 2014. Political marketing: Principles and applications. Routledge.
Lefebvre, R.C., 2011. An integrative model for social marketing. Journal of Social Marketing.
1(1). pp.54-72.
McClements, D.J., 2015. Food emulsions: principles, practices, and techniques. CRC press.
Pykett, J., and et. al., 2014. The art of choosing and the politics of social marketing. Policy
Studies. 35(2). pp.97-114.
Wymer, W., 2011. Developing more effective social marketing strategies. Journal of Social
Marketing. 1(1). pp.17-31.
7