Report on Marketing Principles and Techniques for Cocoa Amore

This report provides a comprehensive marketing analysis of Cocoa Amore, a confectionery shop specializing in chocolates. It delves into various marketing principles, including market segmentation, the marketing mix (4Ps), and e-marketing techniques. The report examines the concept of marketing, segmentation strategies (psychographic, geographic, behavioral, and demographic), and the application of the marketing mix to Cocoa Amore's products. It also covers marketing research methodologies, including evaluating customer demand, competitor analysis, and the use of PESTEL analysis. Furthermore, the report explores e-marketing methods like social media and content marketing, and strategies for managing online brand image. The analysis includes a questionnaire designed to gather customer feedback on product satisfaction, staff interaction, pricing, and desired improvements. The findings from the questionnaire are interpreted, providing insights into Cocoa Amore's market position and customer perception.

Marketing Principles
and Techniques

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................3
1.1: Concept of marketing...........................................................................................................3
1.2: Market segmentation............................................................................................................4
1.3: Marketing mix......................................................................................................................4
TASK 2 ...........................................................................................................................................5
Performing marketing research ..................................................................................................5
TASK 3............................................................................................................................................6
3.1: Method used for E-market product and services................................................................6
3.2: Ways companies used to manage their online images.........................................................7
TASK 4 ...........................................................................................................................................7
Applying your learning...............................................................................................................7
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13
.........................................................................................................................................................1

INTRODUCTION
Marketing is the action of business of advertising and selling products and services
including promotion and market research. There are different principles of marketing considering
marketing mix, customer retention, promotional mix, research and development etc. These are
foremost element of marketing which benefited to the company to attract various number of
customers. In addition, marketing is essential tool which is follow by firm to enlarge their
business functions and activities at different level (Haffar, Al-Karaghouli and Ghoneim, 2013).
In this study taken organisation is Cocoa Amore, it is a confectionery shop which deals in
different variety of chocolates. This assignment includes different information regarding
marketing research, market segmentation, marketing research, PEST analysis, 4P's of marketing
and E-Marketing and many other beneficial tools. All these are highly essential for the company
to promote their products and services at marketplace.
TASK 1
1.1: Concept of marketing
Marketing concepts is identify as an effective philosophy that company should evaluate
the requirement of their clients and then make proper decision to fulfil those needs or wants
better than the rivalry. These concepts are divided into five parts including production, sales,
social marketing, product and marketing. All these are important for the company to increase
their success and growth at international level. There are different kind of marketing activities
which are determined as below:
Cold-Calling: It is one of the best and essential activity of marketing in which company
manager call their target and potential clients about providing relevant information regarding
new products and services to the customers (Ratković, Grubić and Tasić, 2012).
Newsletters and Articles: In this all information and data of the business services and
products are providing on newsletters and articles. This activity benefited to the Cocoa Amore to
attract large number of customers towards chocolates.
Trade Shows: In this activity, marketing manager plan a trade shows which support them
to maximise customer base in the organisation. It is essential for the Cocoa Amore to gain
competitive benefits easily.

Product Placement in Entertainment: It is another beneficial activity of marketing
which support the business to maximise their effectiveness and profitability in limited time
duration.
1.2: Market segmentation
It is identify as a strategy of marketing which relates dividing a large target marketplace
into subsets of businesses, consumers, or nations who have and are sensed to have common
priorities, interests, needs and then implementing and designing scheme to target them (Polit,
2012). This segmentation has four aspects which are described as below:
Market Segmentation Cocoa Amore
Psychographic segmentation: Cocoa Amore product segmentation is
completed on the ground of size as small
blocks, bars, large blocks.
Geographic Segmentation: Cocoa Amore chocolates segmentation are
divided into Urban, semi urban and rural area.
Behavioural Segmentation: This segmentation is entirely based on
customers behaviour about chocolates and
many other confectionery goods.
Demographic segmentation: Product of the company is divided on the basis
of its size, taste, quantity and many other
aspects. It is important for the business to
attract different clients towards Cocoa Amore
confectionery goods.
1.3: Marketing mix
Marketing mix is a valuable and useful method for attracting large number of clients by
introducing innovative products and services to them (Gardan and Geangu, 2013). This tool has
four parts which are known as 4P's. These are determined under this:
4P's of marketing mix Cocoa Amore
Product Cocoa Amore provide different products
including new flavours, innovation and many

other. They provides different types of
chocolates to their customers.
Price Price of chocolates are differentiate as per its
quality and quantity. It is important for them to
maximise customer base in the organisation.
Place Products of the company are available at
different places which show strong position of
company in marketplace.
Promotion Cocoa Amore use different promotional tools
such as advertisement, direct selling and other.
These are benefited to the organisation in order
to improve their productivity and profitability.
TASK 2
Performing marketing research
Marketing research is performed so that company can easily fulfil requirements of people
(Fagerstrøm and Ghinea, 2013). It includes various activities such as evaluating demands of
customers and competitive strategies so that they can increase unique and distinct strategies and
policies. Objectives of research performed by Cocoa Amore are:
Evaluating demand of users: In this process company has to evaluate he demand and
requirements of all customers (Market Research, 2018). It is crucial so that they can satisfy all
needs and wants. Hence Cocoa Amore can generate more profits.
Monitoring the competitor's strategies: In this method company can evaluate the
competitors strategies and methods so that they can also create unique strategies and can
maintain their good image. They can sell variety of chocolates with different and delicious
flavour so that they can attract many customers.
Solving marketing issues: Marketer manager can solve different problems and issues so
that they can run their marketing activities very effectively and efficiently. Thus they can
maintain unique position in market.

Marketing methods: Various marketing tools and techniques are used by the marketing
manager so that they can maintain good and unique position in market. Sources can be primary
or secondary (Fahy and Jobber, 2012). But Cocoa Amore can choose the primary data so that
they can collect relevant and suitable information and data from various users.
In primary data Cocoa Amore can create various questions so that can easily take
questions from all users. They can create such questions so that they can easily understandable to
various users. It cannot contain too many questions as people are not interested in giving answers
of all questions. Thus as a result they can maintain unique and good position the market.
Cocoa Amore can easily take suggestions from all customers so that they can directly
improve their policies and procedures (Lefebvre, 2013). Marketing research can also be created
by performing the PESTEL analysis by Cocoa Amore which is described below:
Political: In this company has to follow the rules and regulations of Govt. as the only it
can easily survive in the market. Hence all activities run smoothly and successfully in the
company.
Economic: When there is inflation then company can create strategies to sell products at
less prices. It leads to increase in sale of more chocolates by the company. Thus as a result they
can earn more revenues.
Social: In this company can easily sell many products according to needs and wants of all
users. So it can sell variety of tasty chocolates to users. Through this it can fulfil all needs and
wants of many people and thus can earn more profits.
Technological: It can use recent technologies so that it can produce many chocolates in
less time. Thus it can attract many customers (Legrand, Chen and Sloan, 2013). Through using
of latest technologies it can maintain distinct position in the market.
Environmental: In this process company do not make wastage and do not pollute
environment. It can use technologies such as reuse, recycle so that material cannot be wasted.
Thus it directly protects the environment.
TASK 3
3.1: Method used for E-market product and services
E-Marketing is also identify as internet or online advertising which applies the internet
technology in order to advertise online information to customers. This type of marketing includes

mobile advertising, web banners, social media advertising or email. All these are highly useful
for the business to keep their strong image in marketplace.
Methods of E-marketing: There are some approaches of e-marketing which are determined as
below:
Social media marketing: It is important and beneficial techniques which is apply used by
Cocoa Amore in order to promote their products and services in marketplace. This approach
assist the company to increase their sales and revenues in easy manner. In this approach Cocoa
Amore applied Facebook, Instagram, Twitter and many other valuable tools.
Affiliate marketing: It is another important tools for the company to advertise their
services and products to the customers at reasonable price (Gordon and Gurrieri, 2014). This
approach is valuable and significant for the organisation to increase customer loyalty towards
chocolates products and other effective services.
Content marketing: By using this approach, the goal and objective is to maximise sales,
customer retention and awareness of the confectionery goods. It includes different parts
considering videos, photos, animation, audio and infographics and many other.
3.2: Ways companies used to manage their online images
There are different ways in order to managing business image through online. All these
points are determined as below:
Use digital channels to establish presence: Digitalisation and innovation in the business
operations and activities are identify as an effective way to maintain their online position
systematically. It is important for the enterprise to achieve long term goals and objectives in
limited time duration.
Look for common threads in success stories: It is also important because it define the
past performance of the company at marketplace. So that in order to increase their position
through online company should try to produce quality in their products and services (Hall,
2014). Thus, it benefited to the organisation to accomplish their set targets within predetermined
time duration.

TASK 4
Applying your learning
In this firm can collect information from primary or secondary source. It can select this
source so that it can recent accurate and reliable data from various users. Hence as a result they
can collect suitable information and thus they can easily maintain good and unique position in
the market. This also helps the firm in creating changes in methods and procedures by receiving
the feedback from various users. Thus questionnaire created by Cocoa Amore is described
below:
Questionnaire
Name of candidate
Gender of respondent
Sex
Mobile number
Email id
Q.1 Did you like the chocolates provided by company?
a)Yes
b)No
Q.2 Did you like nature of staff members?
a)Yes
b)No
Q.3 Appropriate prices are charged from customers or not?
a)Yes
b)No
Q.4 Did you like working environment of company?
a)Yes
b)No
Q.5 Do you want that new flavours should be added in chocolates?
a)Yes

b)No
Q.6 What changes you would like to give it to company?
Interpretation from finding
Q.1 Did you like the chocolates provided by
company?
Frequency
a)Yes 90
b)No 10
a)Yes b)No
0
10
20
30
40
50
60
70
80
90
Interpretation: It has been interpreted that 90 out of 100 applicants though that they had
liked the chocolates of company. Hence company has maintained good image in the market and
in front of all users.
Q.2 Did you like nature of staff members? Frequency
a)Yes 85
b)No 15

a)Yes b)No
0
10
20
30
40
50
60
70
80
90
Interpretation: It has been concluded from assignment that 85 out of 100 applicants have said
that they had liked to nature and attitude of various workers working in the company.
Thus they can easily capture many customers.
Q.3 Appropriate prices are charged from
customers or not?
Frequency
a)Yes 80
b)No 20

a)Yes b)No
0
10
20
30
40
50
60
70
80
Interpretation: It has been concluded from assignment that 80 out of 100 respondents thought
that they had charged appropriate prices from all users. This is the positive sign for
Cocoa Amore.
Q.4 Did you like working environment of
company?
Frequency
a)Yes 90
b)No 10

a)Yes b)No
0
10
20
30
40
50
60
70
80
90
Interpretation: It has been interpreted from above project that 90 out of 100 applicants had
liked the working pattern and environment of the company. Thus they can come again
and can also bring new customers in the company.
Q.5 Do you want that new flavours should
be added in chocolates?
Frequency
a)Yes 10
b)No 85