Arden University: MKT4001D Principles of Marketing - Splash Report

This report analyzes the marketing strategies for Splash, a soft drink company, focusing on the UK market. It begins with an introduction to marketing principles and the application of these principles to Splash. Section 1 examines the marketing planning process, emphasizing the importance of a marketing orientation and includes a PESTEL analysis to assess the external environment, along with an analysis of micro-environmental factors like competitors. Section 2 explores market segmentation for both consumer (B2C) and business (B2B) markets, defining target markets based on demographics, benefits, behavior, and lifestyle, and outlines a positioning strategy for the new soft drink product. Section 3 provides a detailed analysis of the 7Ps of the marketing mix, offering creative design elements tailored to the target market. The report concludes by summarizing the key findings and providing references to support the analysis.

Principles of Marketing

Table of Contents
INTRODUCTION ..........................................................................................................................4
TASK ..............................................................................................................................................4
SECTION 1 – Environment of Marketing and Process Planning ...................................................4
Examine the factors of the marketing planning process and define the marketing context for
the new soft drink product, with specific reference to the role or the importance of adopting a
marketing orientation and its application to the business...........................................................4
Carry out a brief environmental audit in the form of a PESTEL analysis for the new soft drink
product ensuring that you detail specific market related facts that are fully referenced.
Additionally, you should highlight relevant micro-environmental factors such as dominant
competitors in the industry and recent competitor activity. ......................................................6
Define the Marketing mix 7Ps and explain how the extended marketing mix contribute to the
effect ...........................................................................................................................................7
SECTION 2 – Segmentation. Targetting and Positioning .......................................................8
Classify how the market for the new soft drink product might be segmented for consumer
(B2C) and business (B2B) markets. To what extent do the approaches difference between
B2C and B2B segmentation ?.....................................................................................................8
Define the targetting manners which can be utilized for the B2C market and define the new
target for the latest production within the pointers of the characteristics including
demographics, benefit, behavioural and lifestyle?......................................................................9
Demonstrate the terminology of 'Positioning' and suggest how the new soft drink by-product
would be positioned in the brains of the target market. .............................................................9
SECTION- 3 Analysis of Marketing Mix .....................................................................................10
Utilizing the format of table below of creativity design and the describing the 7Ps of
marketing mix for the mentioned soft drink based on the target marketplace .........................10
CONCLUSION .............................................................................................................................11
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing is considered as commercial activity performed by a company to promote the
sell and Purchase of goods and services. It involves promotion, advertisement and delivering of
products from manufacturer to potential consumers. It aims to maximise the needs and demand
of the consumer and earn higher profit from that services. It is an effort made by the company to
satisfy the market demand and expand the business in the international market. The business
world is complex and dynamic. The advancement of technology and innovation has increased the
effort of new businesses and required the marketing technique to promote the goods and services
by using the most effective tool of marketing (Baliga, Chawla and Kumar, 2021). This report
will cover fundamental strategies that are adopted by soft drink organisation to introduce their
soft drinks in the market. The name of the chosen soft drink organisation is Splash. The
organisation has made all the necessary arrangements to promote varieties of soft drink in the
UK market. Further, this report will analyse the effective marketing plan that will enhance the
scope of their product. It includes PESTLE analyses , 7Ps of marketing mix and procedure for
B2B and B2C marketplaces.
TASK
SECTION 1 – Environment of Marketing and Process Planning
Examine the factors of the marketing planning process and define the marketing context for the
new soft drink product, with specific reference to the role or the importance of adopting a
marketing orientation and its application to the business.
The marketing planing is a continuos process to survive in the competitive market. These
plans heps to analyse the market trends and need of the consumer to gains competitive
advantages to minimise profit. The procedure of marketing begins from conversion of raw
material into finished product and reach it to the end user of that product. In context to Splash,
soft drink organisation, they are required to overview the following factors to promote their
product in the competitive market.
These factors are discussed in details below:
 Research and development of product: In order to analyse the market trend, the
research has been conducted to examine the taste and expectation of ultimate consumer
(Bonaparte, 2019). It helps the soft drink organisation to understand the human behaviour

and taste and produce the gods and services accordingly. It is very complex procedure
and required expert knowledge to gain different prospective of individual. The marketing
planning can be easily made with the help of analysation made through such and help to
evaluate the research. Therefore, it is very useful for the splash, to conduct the research
and development to analyse the market.
 Competition: The marketing plan is made to ascertain the competition in the market.
With emergence of globalisation and industrialization, the competition is heavily
increased in the market due to which difficulties has been faced by the new companies.
Therefore, the soft drink company splash is required to make effective plans to deal with
the stiff competition in the market. This factor is highly influenced the potential
consumers to make purchase of product.
 Finances: It is one of the most important factor that every organisation must properly
managed in order to smoothly operate their business. It is used to deal with uncertain and
dynamic business situation to survive easily (Chandra and Hamato, 2022). Finance is the
most important asset for any organisation and can be used for expansion of the business.
It is important for splash organisation to use their funds in the most effective manner to
avoid its misuse. They can easily use these funds in promoting , advertising and raising
their capital to diversify their business.
 Location: It is another important factor that helps to make effective plan. In order to
establish a company, the place is the most crucial elements that ensure the success of an
organisation. It helps to target the new consumers and availability of resource to procure
the new product in the market. In relation to Splash, a soft drink organisation, can
establish their business in the urban areas to meet the demand of its consumers.
 Structured policies: This factor is examined as the most crucial for positioning in the
marketplace. The structural plan and policies increases the large base of consumers by
providing effective assistance to the organisation. These plans provides the direction to
the splash organisation to reach the product through various mechanism and channels
who are supplying these product to the end user such as restaurants and cafe.
 Position of brand: this approach is used to meet the goal of an organisation and effective
marketing plans ensure brand loyalty and goodwill in the market. Branding of products
helps to attract the large base of Client and attention of the potential consumers. In

context to Splash , soft drink company can create their brand loyalty through their quality
services and unique taste of their soft drinks.
Carry out a brief environmental audit in the form of a PESTEL analysis for the new soft drink
product ensuring that you detail specific market related facts that are fully referenced.
Additionally, you should highlight relevant micro-environmental factors such as dominant
competitors in the industry and recent competitor activity.
PESTLE analysis is used to determine the external factor that are directly affect the
functioning of an organisation. In context to Splash organisation, they has used this analysation
to make improvement in their marketing policies to achieve the objectives of an organisation.
There are six factors that are discussed below:
 Political Factor: The current political stability in the UK market is a beneficial for the
success of the soft drink organisation. They can use the government policies and norms to
expand their business at large scale. The necessary compliances procedure is very simple
and easy to incorporate new business.
 Economic Factors: This includes the changes in the interest rate, minimum wages of the
employees, inflation rate etc. The stability in the price rate helps the soft drink
organisation to grow and can sale their product at reasonable price so that potential
consumer can easily purchase their products.
 Social Factor: It is one of the significant factor that highly influence the market trends as
continuos change in the human taste and expectation requires the company to make
changes in their strategies and plan to manufacture the products accordingly (Dogu and
Albayrak, 2018). The demand of soft drink is high due to increase in the consumption of
soft drink on the various occasion and marriages, people usually prefer to drink soft drink
to experience the unique taste.
 Technological factors: This factor has direct impact on the performance of organisation.
If the company has innovative plans and advanced technology, then they are surely
succeed in the competitive market. In context to Splash organisation, they are using the
advanced technology to compete with other soft drink companies in the UK market.
 Legal factor: The current amendment in the UK legal system in relation to expansion of
business is a boon for the soft drink organisation to experience higher growth at

international market. The reduction in trade tariff rates and other regulation ease the
export of soft drink into other countries.
 Environmental factor: The surrounding and ecological factor has great impact in the
survival of an organisation. It is crucial factor that Splash company should taken into
consideration by using pollution free technique and sustainable use of resources in order
to avoid its wastage (Isa, Kelly and Kiumarsi, 2020). The ecological balance is important
to maintain the integrity and safety of people to ensure them healthy environment.
The following factor affects the Splash soft drink company are discussed below:
 Large base of consumer: Consumers are the ultimate king of market. They are
responsible for the success of any organisation. In context to Splash organisation,
company is required to attract large base of consumers to maximise profit. The
production of good is done according to the need and demand of consumers.
 Highly skilled Employees: The success of an organisation is depend on its employees
and management. The motivated employees are always contribute in the success of an
organisation. The Splash organisation is required to provide training and skill
development programmed to enhance their productivity. Structure of Competition: Due to stiff competition in the market, the Splash
organisation is required to formulate effective plans and policies to survive in the
competitive market. The marketing plans helps to gains competitive advantage to the
Splash organisation.
Define the Marketing mix 7Ps and explain how the extended marketing mix contribute to the
effect .
The marketing arrangement is made to assist the organisation to bring transparency in the
working system. It emphasis on the performance of an organisation. The short term and long
term plan of marketing helps to achieve the goal of an organisation. The need and expectation of
the potential consumer can be easily meet by using the marketing strategy tool to strengthen the
position of an organisation in the competitive market. They are required to all th necessary
measures to compete with other organisation. In context to Splash organisation, market
component will cover all the parameters of success and will overcome the future uncertainties. It
is important for them to consider all the 7P's of marketing in order to influence the consumers

with their quality services and product in the market. It will helps the to influence the market
trends and expectation of the potential consumers.
SECTION 2 – Segmentation. Targetting and Positioning
Classify how the market for the new soft drink product might be segmented for consumer (B2C)
and business (B2B) markets. To what extent do the approaches difference between B2C and
B2B segmentation ?
There are various strategic tool that are used by the organisation to attract the clients. The
business cab be expanded by segmenting the market into two parts in order to enlarge the scope
of product diversion. In context to Splash soft drink organisation segmentation can made within
the purview of method of selling as mentioned below:
 Segmentation on the basis of demographics- This segmentation is based on attracting
the end user of product belongs certain traits and categorise on the basis of age, gender
and income of an individual. It is the most common form of segmentation that are usually
done to understand them better and associated needs.
 Segmentation on the basis of Psychographic- In this type of segmentation is based on
the individual interests, activities and similar opinions to establish brand loyalty and
reputation in the market (Ismail, 2021). The Splash has to figured out the expectation of
individual to produce goods accordingly. The business to business (B2B) approach will
facilitate the course of action to influence the behaviour of an individual.
 Segmentation on the basis of behaviour- The segmentation on the basis of behaviour
related to selling process, it is essential for company to emphasis on the reaction of
consumers after making suitable modifications in the product. This assist the company in
attracting more consumers towards their products. The purpose of this segmentation is to
enhance the sale of the company. The business to business facilitates the business
organisation as it provide framework to understand the requirements of the consumers, on
the other hand business to customers opinion enhance the cost of product which create
variables in sale.
 Segmentation on the basis of geography- The segmentation on the basis of
demographic parameters laid down plan on the basis of geographic research which covers
living standard of individual, work and travel. The major point on which company
emphasis in this segmentation is selling and marketing. The business to business structure

provide wide range of products to their customers within short duration,on the other hand
in the context of business to consumers it take lot of time to allure the consumers in order
to increase the sale of the company.
Define the targetting manners which can be utilized for the B2C market and define the new
target for the latest production within the pointers of the characteristics including
demographics, benefit, behavioural and lifestyle?
The concept of business to consumer prescribe several types of techniques relating to
selling and marketing in order to attract the consumers. This mode of supply chain aims to target
the large base of consumer in order to build brand and goodwill in the market. It is the most
effective way to influence the consumer with their services and product. The technique which is
opt by the Bubbles soft drink is targeting technique which are mentioned below:
Advertising Method: It is considered as one of the important and common mode of promoting
their brand for creating awareness among the consumers. The promotion of product through
advertisement enhance the knowledge of clients regarding product which develop sense for
purchasing the product in their mind.
Mode of social media: This technique adopted by company for targeting their audience by using
social media platform (Koch and Gyrd-Jones, 2019). Now a day every person having account on
social media, the company easily targeted their clients by using social media. As this technique
covers wide range of consumers in short duration. So, it is essential for company to make
account on social media for promoting their products. This assist in increasing the approach of
business to consumers.
Technique of offers and discounts: This technique considered as most beneficial technique for
the company for enhancing the sale of the product. As consumer at the time of buying any
product look out the offers and discounts if any available on the product. In relation to Bubble
soft drink, it is crucial for company to provider coupons or cash back and many more to
consumers in order to increase the sale of the product.
Demonstrate the terminology of 'Positioning' and suggest how the new soft drink by-product
would be positioned in the brains of the target market.
The terminology positioning refer to the procedure of examine, investigate and evaluate the
suitable market for selling the company's product. There are various factors which are

determined by company to influence the consumer's perception in relation to brand recognition
and identity of product in the market. In context to Splash organisation, they are required to
organised their business activities to structured the positioning strategy by using following points
as described below:
 Determining the prices: It is important for Splash organisation to evaluate the prices of
their soft drink in order to attract the consumer with their pricing policing by giving them
special discounts, offer and other schemes to make capable to afford their product.
 Quality Assurance: In order to use positioning strategy, it is necessary for splash
organisation to provide quality product to its consumer (Mingione and Leoni, 2020). The
product must be healthy and safe for the people so that they can consume and use the
product easily. They quality must assured and measured by the authorities to meet safety
standards.
 Divergence: It is possible when the product is unique and novel in the market and
necessary for the expansion of business. It will help the soft drink company to enhance
their productivity and brand value in the market.
SECTION- 3 Analysis of Marketing Mix
Utilizing the format of table below of creativity design and the describing the 7Ps of marketing
mix for the mentioned soft drink based on the target marketplace .
SPLASH SOFT DRINK
Product In context to Splash, the product must be determined the need and
demand of the consumers. The company focuses on providing the
flavoured and exotic taste of soft drink on various occasions.
Place Splash, tends to target the region and geographical areas where the
demand of such soft drink is high. The companies is required to
strategies their plan to run effectively in the market.
Pricing It is the most important factor that the Splash soft drink organisation
must consider to provide their product at reasonable price. Effective
costing plan ensure the sell of product at affordable price so that the
potential consumer can easily purchase their product.
Promotions The promotional strategy helps the soft drink organisation to promote
their product in the market in order to attract large base of consumers.
It can be done through various modes such as television, radio and
online mode by promoting their products on social media etc.

Process The technique and method used by the Splash company is highly
advanced which ensures them to use sustainable methods to grow
production.
Physical evidence The specialised feature use by the Splash organisation is unique and
novel, attract the consumer to buy the soft drink.
People In context to Splash organisation, many efforts has been made to
aware and convince the people with their services (Novela and
Hansopaheluwakan, 2018). The employee and the management are the
sources of their success and profit maximisation.
CONCLUSION
From this above report, it has been concluded that Marketing plays significant role to ensure
effective operation of a business. It helps the company to grow at large scale by formulating
strategic plans and mechanism through which success of an organisation can be ascertained.
Marketing is crucial to understand the behaviour of consumer in the market. It involves various
plans and strategies that are important for the expansion of business. The internal and external
factor will ensure the smooth functioning of a Splash organisation to consider them in order to
strategies their effective plans. The marketing mix is the most efficient toll that provides the 7Ps
of marketing to strengthen the business position in the competitive market. The B2B and B2C
operational function allows the company to sell direct to their consumers in order to fulfil their
demand and expectation from the market.

REFERENCES
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