MARKETING ASSIGNMENT

NAME: MALIK SAJJAD HAIDER

E.MAIL: mlk.sajad@yahoo.co.uk

Q1:IDENTIFY Three Main Characteristics of Market Concept .

ANSWER:
INTRODUTION
Marketing is the process to launch new
goods to customers. It is the process to attract the customers to the
newly launch product. Marketing is also used to get satisfaction of
the customers and also for the good customer relationships.
Marketing is also used to increase the sale of a spesific product
which is still not sold and waiting for the customer. It also expand
the interest of the customer to gain reliability from the product.
Infact, in my opinion marketing is back bone of the selling
different products.

DEFINITION
“The management process responsible for
identifying, anticipating, and satisfying customer requirments
profitability. ”

(CHATERED INSTITUTE OF MARKETING)

CHARACTRISTICS OF MARKETING CONCEPT

Following are the three main characteristics of
marketing concept.
 1. Market Products.

2. Market place.

3. Market price.

MARKET PRODUCT

Market product is the main characteristic of the

market concept. Market tells us about the basic needs of the
people, it also tells us about the taste and requirement of the
people. Basically, market product is main subject of the market.
I
st
f we talk about “market products” then 1 of all the quality is
mattered. If market provides best quality products, which is packed
in a very good manner then it is a very fruitful way to attract the
customers to these products.

MARKET PLACE

P Place is most important feature of the market

concepts. Because customers access is most important thing . when
a customer reach in market easily he purchase the particular thing
in the effective manners. Products should be placed out according
to needs of customers of that area. For example, if a car’s
showroom is far from city then people can’t reach there easily.

MARKET PRICE
Price is a major element of market. Price plays a
vital role in the market. Ups and downs in prices may also play a
vital role in the market. High prices may be caused to reduce the
customers. You have to select those prices in which customer will
satisfy. There is a relationship in quality and price. Pricing is
depending upon the product, distribution and promotion decision.

Q 2: Explain Britvic’s micro & macro environment?

ANSWER:

MICRO ENVIRONMENT

“Factors or elements in an organization immediate

area of opration that affects of performance and decision making
freedom. These factors include competitors, customers,
distribution channel, suppliers and the general public”.

Micro environment is also called internal environment of the

company by which the company can exercise greatest control their
best into the firm. Some are internal factor close to any company
that has a direct impact on any organization making for strategy.
Their names are given below:

Customers
Employees
Suppliers
Shareholders
Media
Competitors
These factors play very important role in any organization. These
are the factors which is necessary for any organization.
 SWOT ANALYSIS

“Analysis of the internal strengths and weaknesses

of a business and its external opportunities and threats.”
(D HALL et al, 2009)

STRENGTH

These are the things which are necessary for any business and staff
must have the following abilities. Their names are given below:
• How to make money
• Satisfy the customers
• What they known for
E.g:-
From the case study leading brands, building a Morden
factory, License to produce, brand loyalty.

WEAKNESS

It means the poor reputation of the company. Company faces many

problems in that condition. Due to poor reputation company can
cause many losses, disputes and hardship for a business.

OPPURTUNITIES

There are many different directions in which business can get huge
profit.
E.g.:- From the case study children and young teenager has
targeted, rise brand awareness and promote sales.
 THREATS

Threats to a business arise from the activities of competitors and

form failing to avail different opportunities.

MACRO ENVIRONMENT
Macro environment is based on external factor of an
organization that have a direct or indirect influenceon its
ability to produce, promote and sell to customer.
PEST analysis stands for "Political, Economic, Social,
and Technological analysis" and describes a framework of macro-
environmental factors used in the environmental scanning
component of strategic management. (Wikipedia)

Political:
Political factors include the different type of instrument:
• Market regulation
• Advertising
• Product safety
E.g.:- From the case study Britvic the children under 16 has apply
new rules of T.V campaigns.

Economical:
Economic factors include the different type of
instrument:
• Income level
• Interest rate
• Employment level
E.g.:- From the case study decline in soft drink due to economic
downturn.
Social: It includes the different factors within the society such as
family, friends, colleagues and the media social forces affect our
attitudes interests and opinion.
• Trends
• Fashions
• Heath
• Crime
E.g:- From the case study they plan they should launch a tango
variant called tango clear with no sugar to attract the older people.

Technological:
Technology play leading role in the market industry.
• Transport
• Global communication
• Computer aided manufacturing
E.g.;- From the case study provide service vending machines for
appropriate local use.

Market research and information.

Market Research.
“Market research is any organized effort to
gather information about markets or customers.”
(Wikipedia)

Market Information.
“Any written, printed, audiovisual, or
graphic information, including advertising, pamphlets, flyers,
catalogues, posters, and signs, distributed, broadcast, or made
available outside of retail outlets that are used to assist in the sale
or promotion of a product.”
(law.justia)

In simple words market information means,

“Any information used or required to support making decision on
the basis of collected data from market including customers,
feedback, surveys etc.”

Types of research.
There are two types of research.

• Primary research.
• Secondary research.

1. Primary Research.
Primary research is also called field research.
It is the research in which data is collected very first time for the
project making. Britvic does not deals with the data that already
exists. Primary research is also useful for gathering statistics and
opinions like leadership, motivation, teamwork etc.

2. Secondary research.
Secondary research is also called desk
research. Britvic deals with the data that already exists and
collected by the desk research. It only includes the internal sources
like company accounts, Stock analysis, retail data etc.

Market research & Information beneficial for Britvic

Market research and market information, both

of them are important for Britvic because of the following
circumstances,
 • To cover large market
• Export of products in approximate countries
• To take over the franchises like Pepsi and 7UP
• Expansion of business
• Supply of drinks to everywhere like hotels, cafes, cinemas,
pubs, supermarkets etc.

Market Research & Info Gathered

There are several ways to gather data on market research. In our

research regarding Britvic, we will define it into 2 ways.
• Quantitative technique
• Qualitative technique

Quantitative Technique : If Britvic ask its customers regarding its

product, like what flavor do they like, how many bottles of juices
do they drink in a day, do they require any other flavor which
hasn’t been introduced, its all based on quantitative techniques.

Qualitative Technique: If Britvic ask its customers regarding its

products taste, like what kind of taste it has, either its good or bad,
which flavor they like most, why they have chosen that drink when
other companies also have drink like this, this all is based on
qualitative techniques.

Market Segmentation

Definition
A way of analyzing a market by specific
characteristics in order to create a target market.
 (www.glencoe.com/sec/busadmin/marketing/dp/a
d_serv/gloss.shtml)

Process of Market Segmentation

Market segmentation is the
identification of the market which is different from one another.
Market segmentation allows the organization to better satisfy the
needs and wants of the customers. It is also communicate the right
message to the right person. Market segmentation is processed in
the following way.
A. Segment identification

1. Segment Variables
 Personal Characteristics
 Geodemographics
 Psycho demographics
 Benefits sought
 Behavioral measures
2. Segmentation techniques

B. Segment Evaluation
C. Targeting through Marketing Mix

Explanation
First of all we have to identify peoples through age’s
needs and areas from different segments. It includes ages, gender,
cities, states, attitudes, lifestyles, usage level, benefits, etc. we also
have to choose some segmentation techniques. Then we have a
view on segment evaluation n evaluated the first identify section.
And after then we have to build targets through marketing mix.

Benefits of Market Segmentation:

It is very to describe when we divide a
market into different segments like Britvic has divided it’s into
different ages such as children and teenagers they have found the
taste of all these different types like children , teenagers and old
people want and need of customers in this way and served them
particular drinks. Market segmentation means to target the market.
We can make different segmentation such as age, sex, lifestyle,
income etc. this is the easy method to find out the need of
customer.

Marketing 4P’S

There are 4p’s in marketing theory and these are given below.

1. Product.
2. Price.
3. Place.
4. Promotion.

Product
By product in market we means that the brand names,
functionality, style, packing, repairs & support and warranty etc.

Price
Price in market usually indicates,
• Price strategy.
• Price flexibility
• Price discrimination etc

Place
Place or distribution of product means to gather the
product to customers some of its examples are as follows,
 • Warehousing
• Distribution via
• Distribution places
• Reserve logistics

Promotion
Promotion is about the communication and information of
a product. It also means to meet the goals. Some of its examples
are public relation services, sales promotion, promotional strategy
etc.

Choices of 4P’S by Britvic

 Product mix and individual product

Britvic Company is producing pepsi, fruit shoot, tango, 7up,

purdeys etc and Ali Company is producing sprite high quality and
attracting customers. Both companies are famous due to his high
quality production and price.
Product mix and individual product effects on Britvic Company.
Some suggestions for Britvic company as following as:

• Provide good taste

• Attract customers by high quality production
• Reasonable price
• Satisfy to their customers
• High quality production at reasonable price

 Pricing method
When Britvic Company fixes the price firstly they should keep in
their mind that every person can afford that price. So, Britvic
Company should maintain the price according to the product and
the company adopts the skimming strategy. It means charging a
higher price for a new product for a limited period.

 Distribution channels
Distribution channel is such type of place where customer
purchase the product direct to the distribution manufactured and
consumer can indirect purchase from the retailer. The soft drink
which is manufacturing by Britvic Company can buy from retailer
shops such as asda, Iceland and Sainsbury.

 Promotional methods
It is a successful method to promote Britvic Company. There are
many ways to promote the product of Britvic Company following
as:

• Advertising
• Sales of the product
• Show Britvic product on newspaper
• Customer and public relation also promote to the
Britvic product.

Factors effects
If the Britvic Company choose the high quality product then the
customer needs will be fulfill and customer will attract and create
relations with customer. The main effect of choosing mix and
individual product is increasing profit ratio of the Britvic
Company. The main effect of the distribution is that if Britvic
Company sells the product and services from manufacturer to
consumer is almost the efficient methodology for doing a business.
The main effect of pricing method is that Britvic Company set the
reasonable price that customers can easily purchase and they will
be happy and having relation with customers. If the Britvic
company choose promotional method than there is positive effect
business will increase and profit will increase and the customer
attract towards the Britvic company.

Importance of Marketing Service

1. Process
By process we mean having an established, step-by-
step way of doing things, and a well-articulated set of internal and
external documents and tools supporting it. It is matters that how
the process take place like how it is working such as transportation
from one place to another place and delivery are also involved in
this procedure such as delivery of particular products in a given
time. There are two reasons why process is so key. The first is
efficiency. It doesn't make sense to have to reinvent steps each
time through. It is a waste of time. Having documentation that you
can use as a tool saves time, energy and resources.

2. People
People are an important ingredient of the market
Consumers make judgments and deliver perceptions of the service
based on the employees they interact with. According to the needs
and wants of customer services should provide to them like at three
store services should be provided to customer what they need in
their staff. Staff should be educated so that they can convey every
clear message to the customer of anything. Staff should have the
appropriate interpersonal skills, attitude, and service knowledge to
provide the service that consumers are paying for.

3. Physical environment
The physical environment sends important
signals to all of the hospitality organization’s stakeholders, but
most importantly to customers, according to their ages, needs etc.
It is the process where we can know about all the physical matters
of the company like what the infrastructure of the company is and
what kind of physical product they use for the packing of the
product.

Britvic’s adaptation of marketing mix in the Three Possible

Changes

Explanation
The three possible changes in addition to Britvic are
economic downturn, poor summer weather and health
awareness. Poor summer weather also has an impact on market
trends that effect to the Britvic Company. Economic downturn has
impact on reduce the sales of drinks because of lees money with
consumers that reduces the customers and the company bears the
loss. In poor summer weather drinks are bit used because of low
thirst. So the Britvic used to produce more soft drinks because
nowadays youngsters are more used to of soft drinks inspect of
some hot drinks whether the weather is hot or cold. So, Britvic
Company should produce the soft drinks according to the weather.
Health awareness has driven demand within the soft drink market
since 2000 both from the customers and government level. Health
awareness has an impact in the market.