Learn Marketing Techniques and Principles

TASK 1

Marketing and its diverse activities

Marketing is a process which is filled with numerous actions that helps a business firm in doing promotional activities of products and services that are being made and offered by them to its consumers. In present context, Coffee, Cake & Kisses have made and offered some good quality products which is being liked by customers in ample numbers. But, they do not know how to promote their products so that to enhance their moderate sales. There are some actions and activities of marketing department that can help this organisation to do so and these are given beneath:

Diverse activities of Marketing:

Enhancing and maintaining sales of products: One of main activity which can also be stated as a responsibility of marketing department is to enhance sales. For an example: Coffee, Cake & Kisses which is a small coffee shop carrying a lot of products but cappuccino is famous among its regular customers. In order to enhance sales it is required for them to promote this specific product through using different tools that do not cost much to them like online social sites.

Keeping up with the competition: Another major duty and activity that is of marketing department is to develop strategies and implement them which may aid Coffee, Cake & Kisses in giving good rivalry to competitors (Lees-Marshment, 2014). For an example: Fluctuation price of product according to the market scenario and evaluating strategies that are being adopted by competitors can help Coffee, Cake & Kisses in gaining competitive advantages.

Market segmentation

Market segmentation can be known as a process to segment customers according to their potentials may and deliver them products according to their needs and requirements. It also include various things like positioning and targeting as well. In present context, market segmenting is very much required for Coffee, Cake & Kisses in order to improve its reputation and sales in local business environment. This includes various things like: age, demographs, lifestyles of customers and behaviour which may help this firm in targeting users in an appropriate manner. Segmentation, Targeting and Positioning (STP) are being understood beneath:

Segmentation: It is very much required for Coffee, Cake & Kisses to develop segmentation and consider it in an appropriate manner which is filled with perceptions and demographics of consumers (McClements, 2015).

Targeting: After the segmentation process, targeting takes place as this may help Coffee, Cake & Kisses in locating all needs and wants of customers and deliver them products according to their requirements.

Positioning : This process takes place after both segmentation and targeting where Coffee, Cake & Kisses can develop a proper framework and place products according to needs of customers. Positioning the best selling goods in front of customers right on place can improve profitability of business firm.

Example that can be taken under present context, i.e. of Demographic segmentation which can be understood as the best approach that should be adopted by Coffee, Cake & Kisses in order to improve its sales of products and services.

Marketing mix of organisation

Marketing Mix is being considered as the best sort of approach that can help Coffee, Cake & Kisses in order to improvise sales along with reputation which is done beneath:

Cappuccino which is best selling product of Coffee, Cake & Kisses and application of Marketing Mix on this may help this organisation in hitting its targets and grabbing attention of consumers high in numbers.

Task 2

Main aim of market research and market analyses

Market Research and its aim:

It has been located that to attain all goals and objectives of a firm which is related to sales of products and services, market research plays a vital role. Aim of conducting a research is to collect relevant data which may aid an investigator in making decisions that can help in hitting their targets. Investigation can help researcher in locating perception of consumers and of other people through which determination can be made.