Report on Marketing Techniques and Strategies for NHS and Virgin Group

This report analyzes the marketing strategies employed by the National Health Service (NHS) and the Virgin Group, focusing on their approaches to market penetration, product development, and diversification, as framed by Ansoff's Growth Strategies. It delves into the limitations and constraints of marketing, particularly those imposed by legal requirements such as the Sale of Goods Act and Consumer Protection regulations, as well as voluntary constraints like advertising codes. The report highlights the crucial role of marketing research, both qualitative and quantitative, including primary and secondary research methods, in developing effective marketing plans. It examines how the Virgin Group utilizes marketing research to understand competitors, consumer needs, and improve selling activities. Furthermore, the report explores how both organizations target specific consumer groups and the rationale behind these targeting strategies, considering the distinct nature of their products and services within the public and private sectors, respectively. The report concludes by discussing the development of a marketing mix for a new product or service, demonstrating the practical application of marketing principles.

Introduction to Marketing.

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P 1 Marketing techniques like growth strategies are utilized by two selected organization.......1
P 2 Limitation and constrains of marketing in relation to legal requirement..............................3
TASK 2 ...........................................................................................................................................4
P 3 Utilization of marketing research contribute to development of marketing plan of one
selected company........................................................................................................................4
P 4 Utilization of collecting information through marketing research for marketing planning..5
TASK 3 ...........................................................................................................................................6
P 5 Ways and reasons for targeted group of consumer for selected goods.................................6
TASK 4 ...........................................................................................................................................8
P 6 Develop marketing mix for new product or services............................................................8
CONCLUSION ...............................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing is determined as satisfying requirements and desires through exchange
procedure. It is the management procedure which accountable for determining, evaluating and
satisfying consumer requirements profitably (Lovelock and Patterson, 2015). This study is based
on National Health Services and Virgin Group. National Health Service is the publicly funded
national healthcare system for each constituents' nation of UK. Virgin Group is British
multinational venture capital conglomerate founded by entrepreneur. Report will explain
marketing techniques such growth strategies are utilized by two selected company. It will
describe limitation and constrains of marketing in relation to legal requirement.
TASK 1
P 1 Marketing techniques like growth strategies are utilized by two selected organization
Ansoff's Growth Strategies:
It is the strategic planning technique which gives framework to aid administrator, senior
manager devise concepts for upcoming development. There are four growth strategies such as
market development, diversification, market penetration and product development.
Market Penetration:
The organization tries to accomplish development with existing goods in their current
market segments that purpose to raise the market share. The market of organization that their
existing goods to their existent consumers (Kotler and et.al., 2018). This refers to raise revenue
by promoting the goods, locating the brand etc. This kind of strategy is least risky since it
leverages various existing resources and capabilities of the organization. There can exist chances
to raise market share in case challengers reach capacity limits.
Market Development:
The company tries to growth by targeting their existence goods to new market segments.
For example: The market of company that their existing goods range in the new market with
medium risk. This refers to products remains the same, but it is marketed to new consumer
group. If the core competencies of company are related more to particular good than to their
experience with particular market segment, so that development of fresh market can be good
approach (Ansoff's Matrix, 2010). This kind of strategy has more risky rather than market
penetration approach.
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Product Development:
The organization grows new goods targeted to their existent market segments. In this,
market is completely new goods to new consumers. In this context, they develop and creative
new product offering to replace existing ones. If the strengths are related to their particular
consumers instead of special good itself, so that this strategy can be appropriate.
Diversification:
The company develops by changing into new businesses through growing new goods for
new marketplace. In this strategy, company will try go new market with new products. This can
high risky for the business (Tuten and Solomon, 2017). This kind of growth strategy is more
risky since it needs both product and market development and can be outside core abilities of the
company.
In addition to that, Virgin Group follow diversification growth strategies which means
provide the new product into new market such as Virgin Cola, Virgin Airline,
Telecommunication that are example of new goods made through Virgin Group of United
Kingdom in relation to advantage the branding of organization. On other side, National Health
service follow product development which means develop the new products as services like
home made healthy and organic foods in hospitals, private schools and hospitals within the
existing marketplace which is UK. With the help of it, increasing branding and relationship with
consumers in the marketplace.
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Illustration 1: Ansoff's Matrix
Source: (Ansoff's Matrix, 2010)

P 2 Limitation and constrains of marketing in relation to legal requirement
Limitation and constrains are elements which works as resources that is recently working
at their full capabilities. These restrict company from accomplishing their potential and also it is
the legislation which enable only particular quantity of goods and services being sold to
consumers that can refers to as consumers regulations in relation to company (Morgan and et.al.,
2019). The simple mean of limitation that regulation of decreasing something. There are many
illustrations of limitations and constrains are as follows:
Legal Constrains:
Sale of Good Act, 1979: It is the Act of Parliament of the UK that regulates English
contract regulation and United Kingdom Commercial law in relation to products which are sold
and bought. It is regulation which secure customers and assures products are as defined and also
fit for purpose which is satisfactory quality (Hansen, McDonald and Mitchell, 2017). Sale of
Good Act refers to any goods sold can be fit for aim. For example: utilization of goods which
Virgin can give such as sale of network contracts of mobile phones and aim that is agreed with
seller. Also, this will mean that product will be accurately in terms of wants of consumers.
Consumer Protection from unfair Trading Regulations, 2008: This act secure
customers from misleading trading activities and ban unfair mistake and competitive sales
tactics. Consumer protection from partial trading can assures that firms do not lie to consumers
and secure that they perform honestly towards all of their consumers. For instance: Virgin has
some issues with misleading the consumers with some techniques to create consumers purchase
their goods with deceptive title like free for three months.
Voluntary Constrains:
Voluntary Codes of Advertising Practice: The ASA is not a section of the legal model,
still, it is industry body. ASA promotes and controls the code of ads, sales of marketing and
direct marketing as well. Voluntary codes are codes of activities and other management which
effect , shape, control or establish benchmark for behaviour in the marketplace (D’Souza and
et.al., 2019). This influences Virgin group as it controls them from hiding actual data from users
which can advise their decisions to purchase products of Virgin Group.
Acceptable Language: It has influence on many companies for instance if firm were to
advertise goods they sell on TV, they will have to assure that they utilize acceptable
communication to make sure that they do not offend any expected consumers. For example:
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Virgin adverse can portray good acceptable communication which means no verbalize words or
insulting language to be shown. It makes sure that each one is respected and understood, as
sometimes various advertisement can be attacking to specific individual that can cause the advert
to be banned.
TASK 2
P 3 Utilization of marketing research contribute to development of marketing plan of one
selected company
Marketing Research:
It is the procedure which associated the producers, consumers and end users to the
marketers by info utilized to determine marketing chances and issues such generate, refine and
measure marketing activities (Sheth, Sinha and Shah, 2016). It involves monitor marketing
execution, develop and knowing about marketing as procedure. There are two methods of
marketing research such as qualitative and quantitative research.
Qualitative Marketing Research:
It includes natural or experimental investigation of the beliefs which govern behaviour of
customers. The management and model of study is frequently revised as new data is increased
which enable investigator to appraise contents and topics in deeply manner. The quality of the
study made is highly dependent on abilities of investigator and is effected by examiner bias.
Quantitative Marketing Research:
It is the utilization of quantitative study methods to area of marketing. It has paths in both
positive views of the world and modern marketing point of view by which marketing is
interactional procedure in that both purchasers and seller reach satisfying statement on four P's of
marketing like, products, prices, place and promotion (Huang, 2015).
Primary Research:
It is the interpreted through firms or hired study company to collect information to be
utilized for their aim. It belongs to gather data from expected consumers via surveys, interviews,
direct observation and so on which gives first-hand data.
Secondary Research:
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It is the kind of market study method which includes gathering data from secondary
sources. This refers in method of study in which company gathers and utilizes data which has
previously been gathered through some other person (Zikmund and et.al., 2017).
In this context, Virgin Group utilize primary research which involves identifying the
competitors, online surveys, focus group, telephone or peer-to-peer interviews etc. With the help
of it, company needs to collect the information and data relating to competitors, its prices,
products in the marketplace.
P 4 Utilization of collecting information through marketing research for marketing planning
From above, Virgin group collect and utilize the information which has been collected
from the primary sources such as competitors, online surveys, focus group, telephone or peer-to-
peer interviews etc. This can aid to identify the prices, product and promotional activities of the
competitors of the Virgin Group. In order to that, marketing research is very essential in the
marketing planning which will conduct by the organization (Lamberton and Stephen, 2016). It is
the essential activity of marketer is acquired the correct good at the accurate place with exact
price to the right people. It is also needed to go back and discover whether user is getting optimal
satisfaction, so that they remains loyal. These views created it insistent for the marketers to
organized marketing research. Thus, marketing research is important in different ways such as:
Identifying problem and chances:
Marketing research aids in determining new market chances for existent and new goods.
It gives data on market share, nature of competition, consumer satisfaction levels, sales
executions and distribution channels (Luchs, Swan and Creusen, 2016). This assists in solving
various issues of Virgin Group. Through this, company easily create marketing plan for
promoting the goods and services in the marketplace.
Determining consumer needs and wants:
Marketing research is very essential to determine the consumer needs and wants towards
different goods and services in the marketplace. Through marketing research, company like
Virgin Group collected and utilised the information for identifying the different requirements and
desires of consumer within the marketplace. Through this, company easily create marketing plan
for promoting the goods and services in the marketplace.
Improving selling activities:
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Through marketing research, company easily collect the information or data about selling
activities of competitors in the marketplace. Therefore, company like Virgin Group easily use the
information for improving their selling activities of the business. With this, firm easily increasing
sales of the business (Lovelock and Patterson, 2015). Through this, company easily create
marketing plan for promoting the goods and services in the marketplace.
Improving brand position:
Marketing research is also necessary to improve brand position. Therefore, company
make efforts to collect and use the information through primary sources about existing brand
position in the industry in which they operate. With this, company easily develop and increase
brand position and image in front of consumers (Kotler and et.al., 2018). Through this, company
easily create marketing plan for promoting the goods and services in the marketplace.
Targeting consumer group:
Marketing research is also important to target the consumer groups in the marketplace.
Therefore, company make efforts to gather and use of information which are collected through
primary sources like interview, online surveys etc. By this, organization like Virgin Group target
the lots of consumers group in effective manner. Through this, company easily create marketing
plan for promoting the goods and services in the marketplace.
TASK 3
P 5 Ways and reasons for targeted group of consumer for selected goods
The Virgin Group and National Health services are two organization which operated in
public and private sector. Both are companies are different with each other. In this context, both
firm are different products and services to the consumer. NHS provide the various services like
dental, mental health, opticians, hospitals and so on (Tuten and Solomon, 2017). On other side,
Virgin Group give different products such as banking, internet, travel, retail etc. As per products
and services differentiation, targeted consumer groups are totally different. Therefore, both
organizations will make efforts to target customers groups as per products for effective
marketing planning.
In order to that, there are many target consumer groups such as geographic, demographic,
psychographic, lifestyle, size, region, value so on. The selected products of Virgin Group such as
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Media, Travel and Retail. Besides that, the chosen services of NHS like dental, mental health and
eye care services in the UK.
Geographic Segment:
It involves nation, region, location, population density or climate etc. In this context,
National health service will target all the segments for provides the particular threes services
such as dental, mental health and eye care services in this segment. On other side, Virgin Group
will target consumers as per location and nation for their travel and media products and all the
segments for retail products in this segment (Morgan and et.al., 2019). Through this segment,
both companies will easily target consumers for their products and services within the
marketplace.
Demographic Segment:
It includes mixture such as age, gender, income, education, martial status, profession,
occupation etc. National health service will target all the segments for provides the particular
threes services such as dental, mental health and eye care services in this segment. As compared
to that, Virgin Group will target consumers as age of 18-35 group for media products. For travel
and retail goods, company will target the all age group, high level income and business travelers
in this segment. Through this segment, both companies will easily target consumers for their
products and services within the marketplace.
Psychographic Segment:
It means to personality and emotion based on behavior associated with purchase choices
involving attitudes, lifestyle, hobbies, leadership traits etc. National health service will target all
the segments for provides the particular three services such as dental, mental health and eye care
services in this segment. As compared to that, Virgin media and travel will target high lifestyle
consumer group in this segment. Also, Virgin retail will target all consumers group in this
segment. Through this segment, both companies will easily target consumers for their products
and services within the marketplace.
Value Segment:
It means religious, political, cultural, natural beliefs and values. National health service
will target all the segments for provides the particular threes services such as dental, mental
health and eye care services in this segment. On other side, Virgin media and retail business will
target all consumer groups as per their needs and wants in this segment. Also, Virgin travel will
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target cultural consumer segment in which they focus on the occasion, festivals, vacations etc.
Through this segment, both companies will easily target consumers for their products and
services within the marketplace.
TASK 4
P 6 Develop marketing mix for new product or services
Marketing mix is the about putting the right goods or mixture of place, at the accurate
time and exact prices. The complex portion is doing well as company require to understand each
views of business plan. The marketing plan is overriding linked with the 4P's of marketing mix.
Now threes P's are also involves which are called as extend marketing mix (Hansen, McDonald,
and Mitchell, 2017). 7P's of marketing mix stands for price, place, promotion, product, process,
people and physical evidence. In order to that, Virgin Media company Introduce the “Plume
smart home service” at the affordable prices to the household users.
Product:
The product is an item which is built or manufactured to satisfy the requirement of
particular group of people. Good can be intangible or tangible as it can be in kind of services or
products. In order to that, Virgin Media company Introduce the “Plume smart home service” at
the affordable prices to the household users. With this, company easily increase the sales and
profits of the business. Also, increasing the brand image and productivity of the Virgin media in
the marketplace. New product development aid to raise market share and revenue of the selected
company.
Price:
The price of good is amount which consumers pay for products to enjoy it. It is the very
essential element of marketing mix. As it defines profits and survivals. In order to that, Virgin
Media company Introduce the “Plume smart home service” at the affordable prices to the
household users (D’Souza and et.al., 2019). With this, company easily increase the sales and
profits of the business. Also, increasing the brand image and productivity of the Virgin media in
the marketplace. New product development aid to raise market share and revenue of the selected
company.
Place:
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The distribution or place is very essential element of product mix. Company have to
position and distribute the goods in place which approachable to expected purchasers. In order
to that, Virgin Media company Introduce the “Plume smart home service” at the affordable
prices to the household users (Lamberton and Stephen, 2016). They provide the new product in
both ways physical stores and online stores. With this, company easily increase the sales and
profits of the business. Also, increasing the brand image and productivity of the Virgin media in
the marketplace. New product development aid to raise market share and revenue of the selected
company.
Promotion:
Promotion is also very essential element of marketing as it can promote brand
identification and sales. It comprises different components like sales, public relation, advertising
and sales promotion. In order to that, Virgin Media company Introduce the “Plume smart home
service” at the affordable prices to the household users. For that, they will make effort to
promote the new product, so that they follow different promotional tools such as social media
marketing, advertisement etc (Zikmund and et.al., 2017). With this, company easily increase the
sales and profits of the business. Also, increasing the brand image and productivity of the Virgin
media in the marketplace. New product development aid to raise market share and revenue of
the selected company.
CONCLUSION
This report has summarized that marketing techniques like growth strategies such as
public and private sector which involves diversification, product development, market
development and market penetration in the business. It can be concluded that many of legal
limitation relating to marketing such as sale of good act, 1979 and consumer protection from
unfair trading regulations, 2008 as well as voluntary constrains like voluntary codes of
advertising practice and acceptable language in the organization. It can be discussed that
Utilization of marketing research contribute to development of marketing plan such as primary
research which involves interview, questionnaire and so on. Also, company has introduced new
products for raise market share, revenue, increasing the brand image and productivity of the
business.
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REFERENCES
Books and Journals
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Hansen, J. M., McDonald, R. E. and Mitchell, R. K., 2017. Marketing benchmarking,
triangulated isomorphism, and firm strategy. In Creating Marketing Magic and Innovative
Future Marketing Trends (pp. 533-543). Springer, Cham.
Huang, M. H., 2015. The influence of relationship marketing investments on customer gratitude
in retailing. Journal of Business Research. 68(6). pp.1318-1323.
Kotler, P. and et.al., 2018. Marketing management: an Asian perspective. Pearson.
Lamberton, C. and Stephen, A.T., 2016. A thematic exploration of digital, social media, and
mobile marketing: Research evolution from 2000 to 2015 and an agenda for future
inquiry. Journal of Marketing. 80(6). pp.146-172.
Lovelock, C. and Patterson, P., 2015. Services marketing. Pearson Australia.
Luchs, M. G., Swan, K. S. and Creusen, M. E., 2016. Perspective: A review of marketing
research on product design with directions for future research. Journal of Product
Innovation Management. 33(3). pp.320-341.
Morgan, N.A. and et.al., 2019. Research in marketing strategy. Journal of the Academy of
Marketing Science. 47(1). pp.4-29.
Sheth, J. N., Sinha, M. and Shah, R., 2016. Breakout strategies for emerging markets: Business
and marketing tactics for achieving growth. FT Press.
Tuten, T. L. and Solomon, M. R., 2017. Social media marketing. Sage.
Zikmund, W. G. and et.al., 2017. Marketing Research: Asia-Pacific Edition. Cengage AU.
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