MARKETING PRINCIPLES

Marketing Principles

Introduction1

Brief Background of the Company1

1.1 Various Elements of the Marketing Process2

1.2 Marketing orientation culture6

2.1 Macro and Micro Environmental Factors7

Merit Criteria 19

Distinction Criteria 110

2.2 Market Segmentation10

2.3 Targeting strategy12

2.4 Effect of buyer behaviour on marketing activities13

2.5 Positioning of the new product14

3.1 Sustainable Competitive Advantage through New Product15

3.2 Distribution Strategy17

3.3 Pricing Strategy18

3.4 Promotional Strategy20

Merit Criteria 222

Distinction Criteria 223

3.5 Additional Elements of the Extended Marketing Mix23

4.1 Marketing mix for two different segments25

4.2 Difference between Marketing to B2B and B2C26

4.3 Domestic Marketing and International Marketing28

Merit Criteria 328

Distinction Criteria 330

Conclusion30

References31

Marketing Principles

Introduction

This report aims to discuss and analyse different concepts related to marketing management in an organisation. The report applies different marketing principles to an organisation and considers a number of associated factors. The report uses different literature, secondary resources and charts to provide backing to the assumptions made and opinions provided in the report.

Brief Background of the Company

Gulp beverages ltd. is a newly twisted company. The company proffers a selection of ground-breaking healthiness beverages ranging from fresh juices, vitamin tea to energy drinks unified with various natural antioxidants. The company operates in the FMCG sector. The company is well aware of life style of its customers, thus in engaged in providing a wide range of innovative beverages, and also develops resourceful health solutions to meet all the health related expectations of consumers in United Kingdom.

The company Gulp Beverages is planning to launch an innovative line of energy drinks “Goji plunge” that would integrate the health benefits of the “super outgrowth”- Goji berry, with a notable list of medical advantages. This report aims to discuss various aspects related to the marketing of the new product of Gulp beverages that is Goji Plunge.

1.1 Various Elements of the Marketing Process

1.2 Marketing orientation culture

Introduction

When any organisation strives to recognise the needs and wants of its target market and then develops its marketing activities accordingly, the organisation is said to adopt a marketing orientation culture (Klopper et.al, 15-17).

Discussion

Adopting a marketing orientation is imperative for the success of our organisation 'Gulp beverages'. By integrating such a culture, the organisation will be better able to discern what is needed and wanted by its target customers. Once these needs are identified, all the elements from the idea of product offering to the promotional activities will be a reflection of those needs (Klopper et.al, 15-17). This will increase the probability of the success for the company's product. Since the customers will be provided with what they have aspired, they will be most likely to try the product and respond to the marketing activities.

The marketing orientation culture; however, implies significant costs in terms of extensive marketing research. Also, the company is required to change the offerings according to the changing demands of the customers. Although, marketing orientation culture implies costs, but the costs are more an investment which has significant return on investment.

Conclusion

Taking into consideration the above discussion it can be concluded that the benefits of the marketing orientation for the modern day organisations like Gulp beverages surpass the costs and efforts ...