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Marketing Principles

Contents
Introduction............................................................................................................... 1
1 Understand the concept and process of marketing..............................................................2
1.1 Explain the various elements of the marketing process.....................................................2
Elements of Marketing Mix..................................................................................... 3
1.2 The benefits and costs of a marketing orientation for BEDFONT Coffee...............................4
2 Be able to use the concepts of segmentation, targeting and positioning....................................5
2.1 Show macro and micro environmental factors which influence marketing decisions (D2)..........5
2.2 Propose segmentation criteria to be used for products in different markets.............................7
2.3 Choose a targeting strategy for a selected product/service..................................................7
2.4 Demonstrate how buyer behaviour affects marketing activities in different buying situations......9
2.5 Propose new positioning for BEDFONT Coffee............................................................11
3. Understand the individual elements of the extended marketing mix.....................................11
3.1 Explain how products are developed to sustain competitive advantage................................11
3.2 Explain how distribution is arranged to provide customer convenience...............................12
3.3 Explain how prices are set to reflect an organizations objectives and market conditions..........12
3.4 Illustrate how promotional activity is integrated to achieve marketing objectives...................13
3.5 Analyze the additional elements of the extended marketing mix........................................13
4. be able to use the marketing mix in different contexts......................................................15
4.1 Plan marketing mixes for two different segments in consumer markets...............................15
4.2 Illustrate differences in marketing products and services to businesses rather than consumers. . .16
4.3 Show how and why international marketing differs from domestic marketing.......................17
Conclusion.............................................................................................................. 18
References.............................................................................................................. 18

Marketing Principles

Introduction
In a business organization there are departments and marketing is one of them. Marketing
introduces organizational products and services to customers. The sales and profit of an
organization largely depends on the activities of marketing. Dynamic marketing team can
ensure higher sales and profitability. Organizations spend a lot of money in marketing
activities and this assignment represents the business report of BEDFONT Coffee.
BEDFONT Coffee aimed to provide the local people with an opportunity to relax in a
friendly environment, where they would also be able to buy good quality coffee and snacks.
The business plan is for the coffee lovers and the local people to relax and enjoy time within
the local community. The cafeteria is set to open in Bedfont (Feltham) in the summer of
2015. The business is expected to make profit for consecutive periods as we expect a
reasonable profit from the opening of the business.
The plan includes a company overview, product and services, market analysis summary,
strategy and implementation that include the marketing and promotions strategy. The
Business plan provides an overview of the exciting opportunity that offers a profitable and
traditional coffee shop.
1 Understand the concept and process of marketing
1.1 Explain the various elements of the marketing process
There are many marketing definitions available, for the purpose of this assignment two
definitions are going to be used. Marketing is the activity, set of institutions, and processes
for creating, communicating, delivering, and exchanging that have value for customers,
clients, and society at large. (BPP Business essentials, page6)
Second definition Marketing is the social process by which individuals and groups obtain
what they need and want through creating and exchanging products and value with
others.(Philip Kotler, 1999)
The Marketing Process:
Marketing process consists of several steps and these steps are analysing below:
1.
Analysing marketing opportunities: BEDFONT Coffee generally finds out its market
opportunities by analysing current and future market trends, current resources and
capabilities, and internal and external environment.
2.
Selecting the target Market: the next element is choosing of target customers for their
products and services. BEDFONT Coffee looks the whole market in different parts based on
different aspects and selects the best one for our products and services.

Marketing Principles
3.
Marketing Strategy: BEDFONT Coffee develops marketing strategy after selecting the
target market and marketing strategy consists of value proposal, targeting, segmenting and
positioning of services and goods.
4.
Marketing Mix Decisions: The next stage is determining marketing mix for
organizational products and services. Marketing mix should cover pricing decision,
promotional marketing campaign growth, distribution agreements and product growth.
5.
Implementation and Control: the last stage of marketing process is implementation and
control where strategies are implemented and monitored. During this time if management
thinks that the current marketing mix and advertising is not appropriate, they change those.
BEDFONT Coffee finds out its market opportunities by analyzing current and future coffee
market trends, current resources and capabilities, and internal and external environment. Now
days people look for a healthier lifestyle. That why BEDFONT Coffee offers customers
organic coffees, teas and handmade foods. The next step is choosing of target customers for
their products and services. BEDFONT Coffee situated near a school and post office. Its
target customers are parents, children, and local people.
M1 Identify and apply strategies to find appropriate solutions
Marketing Mix - A mixture of several ideas and plans followed by a marketing representative
to promote a particular product or brand is called marketing mix. Several concepts and ideas
combined together to formulate final strategies helpful in making a brand popular amongst
the masses form marketing mix.
Elements of Marketing Mix
The elements of marketing mix are often called the four Ps of marketing.
1. Product
Goods manufactured by organizations for the end-users are called products.
Products can be of two types - Tangible Product and Intangible Product (Services)
An individual can see, touch and feel tangible products as compared to intangible
products.
A product in a market place is something which a seller sells to the buyers in
exchange of money.

2. Price

Marketing Principles
The money which a buyer pays for a product is called as price of the product. The
price of a product is indirectly proportional to its availability in the market. Lesser its
availability, more would be its price and vice a versa.
Retail stores which stock unique products (not available at any other store) quote a
higher price from the buyers.
3. Place
Place refers to the location where the products are available and can be sold or
purchased. Buyers can purchase products either from physical markets or from virtual
markets. In a physical market, buyers and sellers can physically meet and interact
with each other whereas in a virtual market buyers and sellers meet through internet.
Lately three more Ps have been added to the marketing mix. They are as follows:

People - The individuals involved in the sale and purchase of products or services
come under people.

Process - Process includes the various mechanisms and procedures which help the
product to finally reach its target market

Physical Evidence - With the help of physical evidence, a marketer tries to


communicate the USPs and benefits of a product to the end users

1.2 The benefits and costs of a marketing orientation for BEDFONT Coffee
Business organization can develop products based on either product oriented approach or a
marketing oriented approach. The marketing oriented approach means organization reacts to
what customers want. Here organization makes decision based on customers needs and
wants rather than what the organization thinks is right for the customers. Generally successful
organizations follow market-oriented approach. Market oriented approach bring some
benefits and costs to Boosts. The benefits of market oriented approaches are:
1. Customer centric: This process is customer centric and BEDFONT Coffee gives
importance on the customers demands and needs.
2. Addressing demand: BEDFONT Coffee reacts with customer demand
3. Making customer benefit: This process helps BEDFONT Coffee to create buyer value that
increase customer loyalty and frequent shopping.
4. Reasonably competitive advantage: As BEDFONT Coffee develops products and services
based on customers demands and needs; it ensures the full use of products and services that
gives competitiveness over its competitors.
The disadvantages of customer orientations are:
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Marketing Principles
1. Comprehensive and costly research: It is really cost ineffective and BEDFONT Coffee
spends a lot of money in marketing research which is not possible to perform by small
organizations.
2. Increasing benefit increases price tag: As consumers are getting their desired products they
have to pay higher price.
3. Deficiency of predictability: In market orientation product development is really tough
because different customers have diverse choices.
D1 Use critical reflection to evaluate own work and justify valid conclusions
Benefits of marketing approach
High consumer satisfaction, faithfulness and retention
Enlarge sales and market share
Development in productivity
Better competitive advantage
Better business image
Cost of marketing approach
Rising customer outlook
Staff teaching and growth requirements
Technology necessity for purchaser contact and enhanced ways of doing trade
Increase source require to provide purchaser specific advertising
Complex purchaser growing requirements and power
2 Be able to use the concepts of segmentation, targeting and positioning
2.1 Show macro and micro environmental factors which influence marketing decisions
(D2)
The micro environment comprises all aspects of a market that have direct effects on the
companys relationship with its customers and their patterns of competition. (BPP Business
Essentials, page 87). The micro environments within BEDFONT Coffee are employees,
suppliers, customers, competitors and interests groups are all part of marketing decisions
within the organization. Employees in BEDFONT Coffee have to be friendly in every aspect
in the company especially in the shop to give the best possible customer service to their
customers. Suppliers and management work very similar to make sure those products within

Marketing Principles
the business are selling well. Management have a responsibility to making sure staff and
customers are happy.
Customers who come to BEDFONT Coffee expect high quality of service. Consumers
occasionally look at a product price and price match against other stores products. Customers
and competitors work together to make a relationship when buying products. If a customer
sees a specific product in Costa that is cheaper, they will take it to BEDFONT Coffee to see if
they can price match etc. BEDFONT Coffee then can see price match with other competitors
and BEDFONT Coffee may reduce prices. Profits and making money are challenging for any
business. The more products a business sells there will be an increase in profits. Products that
sell very well in BEDFONT Coffee means that the marketing strategy developed well and its
customers are happy.
The macro environment can be described in terms of four key components:
Political
Economical
Social
Technological
Legal
Environment
BEDFONT Coffees marketing decisions are affected by the macro environment as well.
Political is government intervention, whether which one to produce and sell. Because
BEDFONT Coffee shop depend on the suppliers, if government policy to tax more the
produce of the wheat price will be increased sometime if they bring control on import will be
affect the coffee.
Economical changes in the country or region in terms of the production and consumptions of
goods and services and the supply of money. (Oxforddictionaries.com). BEDFONT Coffee
shop need to concentrate economic because if inflation is high then prices need to be
increased at the sometime if unemployment goes down then the finding the employees will be
difficult.
Social affects the demand of the product, because this includes customers education, taste,
behaviour and income of the people. Social trends influence BEDFONT Coffee decisions, as
more people are buying organic, free range and fair trade products BEDFONT Coffee is also
investing lot on the healthy foods.
Technology will play a huge impact on BEDFONT Coffee, because how quick customers will
be served, the waiting time of the customers will be reduce, so BEDFONT need to use the
new technology to serve quickly.

Marketing Principles
Legal affects by having different legal requirements to safeguard the interests of the
customers and employees. Legal factors include consumer law, employment law etc.
Environmental factors have become important due to the increasing scarcity of raw materials,
pollution. More and more consumers are demanding that the products they buy are sourced
ethically and if possible from a sustainable source.
We can see BEDFONT Coffee is influenced both by micro as well as macro environments.
M2 Select/design and apply appropriate methods/ techniques
Relevant theories and techniques have been applied
A range of methods and techniques have been applied.
A range of source information has been used.
The selection of methods and techniques/sources has been justified.
The design of methods/techniques has been justified.
Complex information/data has been synthesised and processed.
Appropriate learning methods/techniques have been applied.
The student used all the relevant models given in class correctly.
The student was able to address all the elements of the extended marketing mix and apply
them correctly to the product and the service.
The student has used a variety of sources of reference for the creation of his/her business
report and presentation.
2.2 Propose segmentation criteria to be used for products in different markets
One product I chosen is a skinny latte. A latte is espresso, steamed milk, and optional syrup.
When a person orders a skinny latte, it means that the milk is skim and the syrup is sugar
free. Healthy food product has a big market. Healthy food is very popular for women and
healthy minded customers.
In BEDFONT Coffee there is a massive variety and choice on skinny lattes. Skinny lattes in
BEDFONT Coffee is carefully marketed and priced to ensure that not only the product sells
well it sells at a reasonable price. Its the presenting and service to the customer that attracts
the attention of the product. So for this product my segmentation criteria will be on the basis
of gender and the trends (the healthy minded customers) which will help me in targeting the
right segment for this particular product.
2.3 Choose a targeting strategy for a selected product/service
It is important that organisation make a decision on how to target chosen segments. Here are
some targeting options:

Marketing Principles
Undifferentiated (mass) marketing: This policy is to produce a single product and hope to get
as many customers as possible to buy it. In this plan a business chooses to ignore
marketplace segment dissimilarities and aim the complete market with single product. Mass
marketing tried to reach its customers by a maximum level of advertising campaign. Mass
marketing simply aims the masses with no any anxiety over concentrate on different wants of
dissimilar segments of the populace. Mass marketing can be effective for products that are
helpful to the majority of people. Advertisers often combine more than one type of ad around
a single theme or slogan to help the product become more familiar with consumers. Instances
for mass marketing are as follows,
Television
Television commercials are an example of mass media advertising. Although there is some
targeting involved, the very nature of the medium tends to be broad in nature. For example,
marketing agencies might create a commercial that grabs the interest of adults between the
ages of 18 and 40, and book it for shows and networks that petition to that audience. Major
TV ad campaigns, though, in particular those for common branding, regularly are aired
extensively, devoid of niche targeting. One instance would be an advertisement aired all
through prime time declaring that a certain brand of potato chips is tempting.
Print Advertising
Journals, flyers and voucher campaigns could be differentiated or undifferentiated. For
instance, an ad located only in a journal for mothers of toddlers that claim the product makes
moms life simpler has a concentrated or niche market. Print advertising can also reach the
masses when an ad is more general in nature, such as a soft drink ad that says the product is
refreshing. This type of mass market ad would go into several different types of magazines
and would target more than one segment of the population.
Differentiated (segmented) marketing: The organization attempts to introduce a wide range of
product versions, each aimed at a different market segment. For instance, a business could
market goods that demands to women or both men and women in a range of age groups. In
these strategies a business can also use one of their low cost products for a segment and a
high quality, expensive product for different segment. The example for differentiated
marketing is as follows;
Practical Differences
A huge company with elevated market share has the chance to offer improved products or
services that demand to broad viewers. For example, a large construction company able to
purchase higher quality goods by purchasing larger amounts of them could provide quality
products at a reasonable price. This would probably appeal to a wide market. Charging a
premium for an exceptional product or service, as Mercedes-Benz does, is another option.
Aiming to have the best customer service in the industry, or the most convenient or energy
efficient products would also lead to broad practical appeal.

Marketing Principles
Concentrated (niche) marketing: The organization attempts to produce the ideal product or
small range of products for a single segment of the market. (BPP) This marketing is useful
for small businesses with limited capital. These businesses can reach a strong market position
without large amount of production or promotions.
Concentrated Marketing is a scheme whereby merchandise is urbanized and advertised for a
very well defined and precise segment of the customer population. Concentrated marketing is
chiefly effective for little companies with incomplete resources for the reason that it allows
the company to attain a strong advertise position in the precise market segment it provides
without mass manufacture, mass distribution, or mass promotion.
Some features of Concentrated Marketing are:
A concentrated marketing move towards aims at a contracted, precise customer group
through one dedicated marketing plan cooking to the requirements of that section
Concentrated marketing is admired for little firms for these motives:
Mass production, mass distribution, and mass promotion are not necessary.
It could succeed with partial resources and aptitudes by focussed efforts.
BEDFONT Coffee will advertise its homemade, healthy low priced sandwiches to all the
customers as its differentiated (segmented) marketing policy. It sells healthy, homemade
sandwiches using local produce in order to increase the sale to the entire marketing sector.
This will help improve sales, as people are interested in where the food comes from and
whether it is healthy.
This will give us an edge over our competitions that are big corporations who get their
produce from international sources. We will advertise this on, flyers, local newspaper, and
library notice board, blackboards outside our cafe which will attract peoples attention and
will advertise the product locally in order to create a close-knit community the feeling we are
aiming to create with this project.
2.4 Demonstrate how buyer behaviour affects marketing activities in different buying
situations
All companies depend on their customers to keep them in business. In addition to understand
the needs of your customers, you need to understand what motivates them to purchase, and
how you can influence the buying process to ensure that your products or services are on the
shopping list. The psychology of the buying process has been widely studied, and no matter
what size your business, knowledge of this process can help you become more successful.
(LSST Connect, 2015).
That is why BEDFONT Coffee needs to keep on changing with the changing buyer habits.
There are several dimensions to buyer behaviour, such as:

Marketing Principles
Personal variables: personnel information that include such as gender, race, ethnicity, size of
the family, income level. BEDFONT uses these personal variables-demographic statistics to
improve customer satisfaction.
Decisions and buying behaviour are obviously also influenced by the characteristics of each
consumer.
Age and way of life:
A consumer does not buy the same products or services at 20 or 70 years. His lifestyle,
values, environment, activities, hobbies and consumer habits evolve throughout his life.
For example, during his life, a consumer could change his diet from unhealthy products (fast
food, ready meals, etc. to a healthier diet, during mid-life with family before needing to
follow a little later a low cholesterol diet to avoid health problems.
Lifestyle:
The lifestyle of an individual includes all of its activities, interests, values and opinions.
Social: Societies and cultures are ever growing, and every business has to change its actions
to meet up with the changes. For example with the rise in the healthy, vegetarian food loving
segment BEDFONT need to focus on that group of society. Social factors are among the
factors influencing consumer behaviour significantly. They fall into three categories:
reference groups, family and social roles and status.
Many brands look to target opinion leaders (initiator or influencer) to spread the use and
purchase of their product in a social group. Either through an internal person of the group
when it comes to a small social group
Psychological: Motivation is one of the psychological factors what will drive consumers to
develop a buying behaviour.
Among the factors influencing consumer behaviour, psychological factors can be divided into
4 categories: motivation, perception, learning as well as beliefs and attitudes.
Motivation:
Motivation is what will drive consumers to develop a purchasing behaviour. It is the
expression of a need is which became pressing enough to lead the consumer to want to satisfy
it. It is usually working at a subconscious level and is often difficult to measure
Perception:
Perception is the process through which an individual selects, organizes and interprets the
information he receives in order to do something that makes sense. The perception of a
situation at a given time may decide if and how the person will act.
Cultural factors
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Marketing Principles
Cultural factors are coming from the different components related to culture or cultural
environment from which the consumer belongs.
Culture and societal environment:
Culture is crucial when it comes to understanding the needs and behaviours of an individual.
Throughout his existence, an individual will be influenced by his family, his friends, his
cultural environment or society that will teach him values, preferences as well as common
behaviours to their own culture.
BEDFONT tries to satisfy increasingly demanding consumer needs in a highly competitive
market place and ever changing business environment of 21 st century. Success in selling is
built around managing particular accounts carefully. The aim is to help customers to sell
BEDFONT products and to ensure that sales figures meet not only BEDFONT's targets but
customers' targets too.
2.5 Propose new positioning for BEDFONT Coffee
Positioning, in a marketing context, is the process of identifying a proper business sector
corner for an item, service or brand and getting it built up it here. The endeavor is further
separated into those three classifications. Product positioning, for example, seeks to find a
unique niche within the market for a particular product, in which, ideally, it addresses a
consumer need that no other product satisfies. Brand positioning and service positioning
work similarly.
Brand repositioning is when a company changes a brands status in the market. This
generally includes changes to the marketing mix (product, place, price and promotion).
Repositioning is done to keep up with consumer wants and needs.
The product i chosen for repositioning is Iced coffee
4 PS

Current product

New product

Product

Iced coffee

Iced coffee delight by


adding delightful ice cream
flavours

Price

An
effective
pricing
strategy takes into account
the products perceived and
actual values. The final
price should be based on
both these in order to make
the product attractive to

After its relaunch, Iced


coffee delight was priced a
little higher than before to
account for the new
formula, better packaging
and extended range of
products. New price is 3

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Marketing Principles

Place

both buyer and seller. Old


price 2.50
Bedfont coffee shops
Bedfont coffee shops

Promotion

TV, notice, Web

TV, notice, Web

Planning Expert in BEDFONT coffee work closely with the various functional departmental
heads to decide on selection and launch of new products. BEDFONT coffee has two level of
products on which they give maximum emphasis. One is the power brand and the second is
the new products. The new product can be called as a subset of the power brand. The power
brand is also known as the key brand. The name itself is self-explanatory. Those brands of
BEDFONT, which have a higher market recall and enjoy superior customer share are known
as power brands or key Products. A company consuming a higher product range in the market
may not have control on all the products. There are some products which are flagship or the
fast moving items. These are what BEDFONT coffee defined as the Power Brands. Before
there are those products which need to be launched regularly on a new foundation this is the
best way to sustain brand dominance of an organization and this is where the leadership
ability assets itself.
Launching any new product, it is very significant that the administration has completed the
marketing procedure. Understanding the customer needs and wants is very important to
conduct the research and design the strategies to fulfil the market demand. When positioning
any product of service there is number of factors involve considering, from which the cultural
and religion factors are key areas. When position any product in the market it is very
important to understand the cultural and social values of the targeting market.
For example, BEDFONT Coffee is positioning its services in the mind of customers with
psychological needs, offering various products, value and satisfaction with affordable and
realistic prices and filling up the gap in the market. So, the fresh marketing method can be
calculated on the sturdy positioning memo like the affordability of employ.
3. Understand the individual elements of the extended marketing mix
3.1 Explain how products are developed to sustain competitive advantage
Growth uses the shop research information provided by Advertising to create a 'sales
rationale'. This is market and product knowledge that the Account Manager scan share with
their customers to help them sell the product. A Sales 'Point of Purchase' team provides
expertise on Point of Purchase activity, e.g. promotional material to go on shelves such as
'shelf talkers' as well as planograms that depict the ideal location of the product on the shelf
(e.g. eye level). BEDFONT has several different types of customers. BEDFONT Account
Managers liaise with the Head Office of each specific customer. This allows them to
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Marketing Principles
negotiate a deal with one key contact from each retail chain instead of with each store
separately. This is more time efficient and cost effective. It also encourages consistency
across all individual stores as they are coordinated by their Head Office.
3.2 Explain how distribution is arranged to provide customer convenience
The product team is specialist on certain line of products like - Cereals, Canned Foods, and
Sweetmeats etc. They are responsible for growth of their product line. The functionality or
role is a somewhat a limited role of marketing team. The difference is marketing; the
responsibility is for the entire spectrum of products and business market standing, while in
the products it is confined to that particular range. Each product team is responsible for
analyzing the market position of their range of products, including yearly numbers, consumer
trends and choices, upgrading or equivalent new product launches.
Market research provides the base for new product launches. Food products are at the end of
the day, purely decided by consumer preferences and to a very less extent by requirements.
The factors manipulating these preferences are Multitude. They range from- Existing brand
favorites, Demographics of a particular region - This is very important. A locality having a
large amount of middle aged people will have a total different food serving pattern as
compared to a locality where the 19 to 25 age group is more dominant. Where a younger
group is more evident, eating habits will be more decided by popular new products and the
word of mouth spread is faster. Where middle aged groups are present, health considerations
decide the type of food to be purchased. In a mixed population, there will be different
varieties of food products running.
3.3 Explain how prices are set to reflect an organizations objectives and market
conditions
Generally speaking BEDFONT Foodstuffs is a manufacturer of high value products (organic,
healthy and specified). The company is not involved in any low cost policy. All the brands are
well-known and considered as the top of the product on the market. According to Bowman's
clock the firm is focused on variation and modification. To get focused on this change Irene
Rosenfeld agreed to modify firm's strategy, by simplifying the managerial structure. In 2009,
savings have been realized, but it can also be clarified by the closing of 36 plants and 19000
locations have been eliminated. In 2006, approximately one-third of BEDFONT's incomes
came from outside North America. It boosts the international share of the mutual company's
business more than 50 percent.' Otherwise, this strategy illustrates that BEDFONT intend to
differentiate its products and markets to maintain its international company.
Price is not just a number on a tag hanging on a product, but pricing is an important
marketing strategy in all manners. Your purchaser could afford your goods, appropriate sales
channels, manufactured goods cost, competitors and accepted incomes.
The price of an item for consumption will require to be attracting to the price of the product.
Prices are forever recognized with a BEDFONTs objectives and market circumstances in
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Marketing Principles
mind. Management makes a decision that the marketing strategy sets the managerial goals
and makes a decision on what product lines are worth following. Prices are also established
based on an organization's goals and the market conditions at any given time in the business's
operations.
Bedfont Company make use of market skimming as there is a enough number of consumers
that have a soaring order; also Bedfont sets a major high price and then lesser the cost to
make the manufactured goods accessible to an wide market. Bedfont use diffusion pricing
scheme as they desire to hold utmost share of the marketplace by maximum income.
Bedfont use reduction pricing, where their goods prices are frequently become down
throughout sale stages and special events, like Christmas, Easter etc. Also Bedfont use
opponent pricing, where to assemble the competition based pricing, their goods pricing are
set about the identical level as its opponents
Price of soft drink is very sensible as evaluated to its major participants. According to
Bedfont price its 330ml bottle is for 65 and 2L bottle is for 1.98. When compared to other
shops it is lesser but the product is a high quality product.
3.4 Illustrate how promotional activity is integrated to achieve marketing objectives
The Knowledge growth achieved by the part of Jean Spence can help the Inward bound
Logistic by outcome new raw material, or, according to the BEDFONT coffee website,
improve new products like in Munich, the responsible for Product and Method development
where food, Nutrition Beverages, Salted Snacks, Sweet, Biscuits are always improved; or
learning an alternative problem of the rising price of petroleum which increases the cost of
the raw materials and also the cost of transportation.
Operation
Human Resources achieved by Karen May can help the Processes creating a climate of trust
and respect between employees in order not to slow down the making or avoiding the "sick"
effect of a bad climate at work.
Marketing sales
In order to be active statement the growth of trends like the dining out trend or health food
trend, vitamin drinks trend against the obesity, marketing can be supported by the technology
growth to develop new products or to help selling these products with the internet, because
inviting web sites with games for companies like Oreo and The method Package for
BEDFONT itself help the product to be more human to sale other.
3.5 Analyze the additional elements of the extended marketing mix
The marketing mix consists of four supports, which include product, placement, price, and
promotion. Each of these types plays a different role in the marketing plan of a company.
Each pillar must be considered to successfully reach customers in a good environment. By
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Marketing Principles
revising the marketing mix, it is possible for companies create a specific niche in the market
that provides to a specific type of customer. The balance between the Four Ps of advertising
will define the marketing operations of a company. Product refers the design and images that
are associated with the product itself. Placement is the location and target customer base the
product or service hopes to reach in the marketplace. Pricing determines how much a product
will cost relative to competing firm. Advertising refers to the efforts made to communicate
information about the product to the target customer. The discipline of marketing is arranged
on these four topics and successful firms must always consider the effects of the marketing
mix.
People: This declares to the individuals who are instantly in contact with the purchaser such
as staff. One of the significant parts in trading a product is the company's staff for the reason
that most regulars rely on a straight service previous to buying a product. For instance, the
workers in BEDFONT have a standard identical. The corporations always spotlight on
friendly and quick facility to its consumers from their staffs. The procedure of the
manufactured goods is necessary in advertising. These determine the ability of the
manufactured goods to provide the demand of the customers.
The procedure at BEDFONT is apparent and hidden BEDFONT has two kinds of process
which is involve bottling and tagging solutions. For the most part important phase that
BEDFONT believe is organize of the company to get merchandise at the decided time and
good quality, and the final step they believe is, the trade of brew for objective customers of
distributors.
Physical evidence is a significant element of advertising mix where regulars will base their
conclusion based on the facility which is insubstantial. Companies' physical evidence is
supported by signs, symbols and artefacts of the business itself. Examples of this would be
the signage in BEDFONT which reassures the customer through branding.
BEDFONT is one of the largest food producers in the world and has used marketing to
successfully sell their brands to very wide listeners.
D3 Demonstrate convergent /lateral / creative thinking
As a newly appointed marketing manager of the organisation, i have some responsibilities to
promote the company by any needs. Promotion and advertising are the two important
elements in this and as a manager of the organization i can explain that as follows;
Promotion
Promotion refers to the various strategies and ideas implemented by the marketers to make
the end - users aware of their brand. Promotion includes various techniques employed to
promote and make a brand popular amongst the masses.
Promotion can be through any of the following ways:

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Marketing Principles
Advertising
Print media, Television, radio are effective ways to entice customers and make them aware of
the brands existence.
Billboards, hoardings, banners installed intelligently at strategic locations like heavy traffic
areas, crossings, railway stations, bus stands attract the passing individuals towards a
particular brand.
Taglines also increase the recall value of the brand amongst the customers.
Word of mouth
One satisfied customer brings ten more customers along with him whereas one unsatisfied
customer takes away ten more customers. Thats the importance of word of mouth. Positive
word of mouth goes a long way in promoting brands amongst the customers.
4. be able to use the marketing mix in different contexts
4.1 Plan marketing mixes for two different segments in consumer markets
First, product (or service) is the core piece of value that is offered by a company. In some
businesses, the products themselves are very unique and do not require a large degree
outlining. The fashion industry, for example, produces products that have very unique styles
and brands can be identified without special labels and/or packaging. On the other hand,
some products are very similar and cannot be distinguished without descriptive package.
Most of the products are sold by BEDFONT fit into this group.
The company need separate its brands by creating fun and engaging packaging that will grab
the attention of the potential customer. One of the best iconic products released by
BEDFONT Foodstuffs is Jell-O, which is a gelatin based dessert product. This product has
used an attractive brand name and attention-grabbing images to capture the minds of
customers. For several years, BEDFONT has developed the product marketing strategies to
meet the demands of customers. This has allowed the company to like a leading place in the
gelatin dessert manufacturing. Marketing has been the primary driving force behind the JellO brand and no other company has been able to challenge its success.
There are four elements to the marketing mix and they are product, promotion, price and
place. To meet consumer's needs and to create an effective marketing mix, business must
produce the right product, at the right price, make it available at the right place, and let
consumers know about it through promotion.

Product
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Marketing Principles
In Bedfont there are several products which are loved by many customers. Especially, kids
love several types of juice drinks. In our shop we have many varieties of drinks in many
flavours.

Price
According to the pricing it should be less when compared to other shops in UK. So the plan is
to know about the price for several drinks in other shops and make the pricing strategy of
Bedfont lesser and cover the customers.

Promotion
This is the important segment for the product. Without promotion a product cannot be
familiar to the public and it can be retailed. It is good to promote through TVs, radios,
banners etc. It is very easy to advertise about the drink outside the shop through notice. So
that customers will buy the product and make profit to the company.

Place
There are several places to sell the product. Mainly there are some retailers who are already
in partnership with Bedfont. So the product made by Bedfont can be retailed through
departmental stores where food products are available.

These are the 4ps which are very important in the consumer market.

M3 Present and communicate appropriate findings


The appropriate structure and approach has been used
Coherent, logical development of principles/concepts for the intended audience.
A range of methods of presentation have been used and technical language has been
accurately used.
Communication has taken place in familiar and unfamiliar contexts.
The communication is appropriate for familiar and unfamiliar audiences and appropriate

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Marketing Principles
media have been used. The structure of the business report is professional and written in
grammatically correct English.
4.2 Illustrate differences in marketing products and services to businesses rather than
consumers
Kotler and Keller (2012) argued that, Marketing products and services to an organization is
different due to the fact that those within an organization are usually workers of their
allocated departments".
The business to customer market is unrelated from business to business market, the
subsequent table two presenting the basic variations in agreement with Hollensen and Svend,
(2011)

Business to Business

Business to Consumer

Easy buying process

Formal buying behaviour

Difficult buying process

Informal buying behaviour

Expensive transaction

No emotional attachment

Cheaper transaction

Having emotional attachment

Cost is higher than the B2C market

Focus on the features

Cost is lower than B2B market

Focus on the price

Table Two: Marketing B2B vs. B2C market


4.3 Show how and why international marketing differs from domestic marketing
International marketing and domestic marketing has some changes and similarities which
transported the dissimilar aspect of the worldwide marketing plan. But, Hollensen and Svend,
(2011) maintained as, the alteration is most significant rather than comparisons
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Marketing Principles
The international marketing varies from the domestic advertising due to the tariffs and
custom responsibilities, measurable restrictions, interchange controls and native taxes.
Consequently, the different legal responsibility subsidized to be different. Though, the most
significant issue is cultural alterations which expressed the higher changes. For an
illustration, the UK marketing situation and the Pakistan marketing situation not the same
which aids to upsurge the marketing alteration in domestic and overseas
Lastly, even though the domestic marketing and international marketing has certain
differences, the objective is similar which is intended to generate value.

Conclusion
In brief, Today's unheeded threats may well become a harbinger for tomorrow. This is what
BEDFONT is intending to convey the employees of the organization. The learning and
analysis of the presents scenario clearly shows that BEDFONT is well entrenched as a
reputed and leading player in the Food Manufacturing Segment. However it does want to
leave anything to chance. In other words, it believes in being a leader and not just as someone
who is one of the players.

References

Principles of Marketing 13e2010 by Philip Kotler

Principles and Practice of Marketing1 December 2012 by David Jobber and Fiona
Ellis-Chadwick

Marketing Principles3 March 2014 by John Mutunga

Principles of Marketing, Global Edition6 November 2013 by Philip Kotler and Gary
Armstrong
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Marketing Principles

Marketing Principles2011 by Pippa Riley

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