Marketing principle

Table of Contents
Introduction: ...............................................................................................................................3
Task 1.........................................................................................................................................3
1.1 Explain the various elements of the marketing process ..................................................3
1.2 Evaluate the benefits and costs of a marketing orientation for Himalaya........................5
Herbals....................................................................................................................................5
Task: 2........................................................................................................................................7
2.1 Show macro and micro environmental factors which influence marketing decisions ..........8
2.2 Segmentation criteria to be used for products of Himalaya in different markets ...............10
2.3 Elucidation of a targeting strategy for Himalaya ..............................................................11
2.4 Demonstrate how buyer behavior affects marketing activities in different buying situations
..............................................................................................................................................12
2.5 Propose new positioning for Himalaya ............................................................................13
Task: 3......................................................................................................................................14
3.1 Explaining how products are developed to sustain competitive advantage .......................14
3.2 Explaining how prices are set to reflect an organization’s objectives and market
conditions..............................................................................................................................15
3.3 Explaining how prices are set to reflect an organization’s objectives and market
conditions..............................................................................................................................16
3.4 Illustrating how promotional activity is integrated to achieve marketing objectives..........18
3.5 Analyzing the additional elements of the extended marketing mix ...................................19
Task: 4......................................................................................................................................20
4.1 Marketing mixes for two different segments in consumer markets for Vodafone UK. ......20
4.2 Illustrate differences in marketing products and services to businesses rather than
consumers for Vodafone UK. ................................................................................................21
4.3 Show how and why international marketing differs from domestic marketing in the case of
Vodafone UK........................................................................................................................22
Conclusion:...............................................................................................................................23
References: ...............................................................................................................................23

Introduction:
Consumer needs and wants are filled with market offering of products and strong customer brand
engagement. In organizations importance of marketing process, orientation elements, STP,
Marketing Mix, Consumer Insights are being illustrated here. Above all the role of marketing in
creating values for customers and ways of maintaining strong brand loyalty and customer
engagement with practical examples are described in this assignment. Authoritative achievement
to a great extent relies on upon the dynamic promoting techniques it takes to maintain in the
aggressive commercial center. On the off chance that division, focusing on and situating are by
and large appropriately met then authoritative achievement can't be halted. In the long run
creating client driven showcasing system, appropriate utilizing of promoting blend and blend of
value item can clearly get an association to high.
Task 1
1.1 Explain the various elements of the marketing process
Marketing can be defined as a set of actual and potential buyers and sellers. Elements of
marketing process are being illustrated as below:

Figure: Elements of the marketing process (self-creation)
Process 1: Understanding the marketplace, consumer needs and wants:
Marketing process starts with this step. Here market place is being segmented & well researched.
Every product has its own set of target market, segmented audiences, potential customers. This
process initiated after customer needs and wants.
Needs wants & Demands of Customers:
Process 2: Design a consumer driven marketing strategy:
Segmentation, Targeting & positioning come in this process. Marketer have to analyze the type
of the product. It’s can be homogeneous or heterogeneous. Then marketer divide the market
according to demographic, psychographic or geographic. Then focusing on the target customers
part come. At last marketer have to position the brand in such a way like a simple particular
sound or simple particular image can convey the massage of the brand (Academia.edu, 2016).
Process 3: Conduction and execution of integrated marketing program:

Marketing Mix comes in this process. Marketing mix refers 4P (Place promotion, product, price).
Product refers the type, quality and amount, place refers the location of availability of the
product for the customers, pricing refers the penetration, premium or comparative pricing
strategy. At the end promotion refers the marketing campaigns which have undertaken in order
to increase the brand value and customer engagement with product (Scribd, 2016).
Process 4: building profitable customer brand relationship:
Rather than increasing market share and sales a farm needs to perform certain responsibilities to
its customers and for society. Corporate Social Responsibility (CSR) comes in this point. It
refers, firm has certain duties towards the society and its faced social problems. Firm performs
such responsibilities and increases its brand value and customer satisfaction in particular
(Academia.edu, 2016).
Process 5: Capturing value & creating customer equity:
Customer Lifetime Value term comes in this point. Product has five life cycles:
i. Development
ii. Introduction
iii. Growth
iv. Maturity
v. Decline
Market value, sales, advertising cost differ from one stage to another. All the firms want to
capture the maturity band growth level because this two are the most optimum point of
production life cycle. So, marketing process refers its long term goal is to increasing its customer
equity by capturing the maturity and growth stage of production life cycle (Academia.edu, 2016).
1.2 Evaluate the benefits and costs of a marketing orientation for Himalaya
Herbals.

Business organization builds products, marketingcampaigns & strategies on the basis of its
focused orientation plans. Here marketing orientation refers that business organization need to
give the customer what they want. Marketing orientation is being undertaken when the market
and the product are too homogenous. Normally there is huge competition exist in market
oriented strategy. Among all the macro environmental factors, political factor exercise most
influences on the business. The benefits and costs of a marketing oriented strategy for Himalaya
Herbal is illustrated as following:
Figure: The benefits of marketing oriented strategy (self made)
Market oriented campaigns and initiatives are basically customer centric as there are lots of
brands out in market & customers will buy the product which has comparative advantage. This
process is focused on customer needs & Himalaya gives essentials to its customers. Moreover,
this can create market value as well as create a buzz among the existing and potential customers
which leads to an increase in customer loyalty and equity. Such process can also play an
effective role in competitiveness over market competitors and challengers.

On the other side, marketing oriented strategy development has some costs. To build such long-
term strategy it requires huge cost research on market potentials, common threats, external
environment, next move of competitors & so on. After research part, when the product is being
manufactured, additional prices are added. Here small organizations can’t take such big initiative
like Himalaya. Moreover, risk lies, if the existing consumers don’t accept the new product line
then brand loses its reputation. This may happen because different customers have different
mindset and choices.
Figure: The costs of marketing oriented strategy (self made)
Task: 2

2.1 Show macro and micro environmental factors which influence marketing
decisions
Business builds and executes their activities under micro and macro environment. These
environments have multifarious factors which influence organizational marketing decisions to a
great extent.
Micro environmental factors influencing Marketing decisions:
These environmental factors influence on the root level of marketing decision making. These
factors are small enough to fit in any futile sector but strong enough to exercise impact on big
decisions. Some of the factors are being illustrated as following:
Consumers: Consumers are the key focusing factor of any organization. Himalaya retains its
consumers with great herbal services. Good customer brand engagement can mobilize
organizational market share as well as sells (Scribd, 2016)
Personnel: Personnel of organization need to be very skilled, adroit, motivated in order toensure
that he or she is giving their best on their day to day organizational performances.
Suppliers and Intermediaries: Another important sector of Micro environment is the suppliers.
Organization should have good supply chain in order to make business successful (Scribd, 2016).
Competitors: Every business has its own sets of competitors. It’s very important for an
organization to perceive its competitors next potential move.
Shareholders: In order to draw capital from the market place, organization needs to sell shares
to increase capital. Perceiving shareholders wants, their preferences & maintaining their rights
are organization’s one of the most important objective.
Macro environmental factors influencing Marketing decisions:
Macro environmental factors behold longer lasting effect on the organization than micro
environment. Macro environmental factors are being illustrated as following:

Demographic factors: Demographic factors consists of target marketed consumers age, gender,
class, income, location etc.
Political Environment: Among all the macro environmental factors, political factor exercise
most influences on the business. New laws and foreign exchange policy may pass which may
have adverse or optimal impact on marketing decisions.
The technological environment: Modern technologies play an important role in marketing
decision making process. For instances, Facebook, tweeter, YouTube, Instagram have become
the most widespread form of portioning activities.
Cultural Environment: Taking marketing decisions, marketer have to assess the culture of the
country. For instance, rough marketing can’t be prevailing in Arab nations. (Scribd, 2016)
Figure: The macro and micro environmental factors influencing market decisions (Scribd, 2016)

2.2 Segmentation criteria to be used for products of Himalaya in different
markets
Himalaya has different types of products for its diverse customers in Herbal market. The
segmentation criteria used for Himalaya products are illustrated as following:
Geographic Segmentation: Himalaya can divide its target market on the basis of the location,
population size, tropical region, climate, season of any particular geographic area.
Demographic Segmentation: Himalaya can segment the market on the basis of age, sex,
gender, income, color, literacy (Learnmarketing.net, 2016)
Behavioral Segmentation: Himalaya can segment the market on basis of customer reaction
towards similar kind of Herbal products in the market, customers’ expectations, customer market
size and equity. This segment is the most powerful and reliable segmentation among others.
Psychographic Segmentation: Himalaya can segment the market on the basis of customer’s
belief, thinking, lifestyle, values, class and psychographic elements (Learnmarketing.net, 2016).

Figure: Segmentation Criteria
2.3 Elucidation of a targeting strategy for Himalaya
Every organization has its own segmented market to serve. There are so many ways of
penetrating segmented market. Such as Undifferentiated marketing or mass marketing,
differentiated or segmented marketing, concentrated marketing or niche marketing. Himalaya
Herbal brand follows segmented marketing strategies. As because this Himalaya brand has so
many diverse product for its diverse customers, so Himalaya have to take different segmented
marketing strategies in order to reach Target Group. After research part, when the product is
being manufactured, additional prices are added. Here small organizations can’t take such big
initiative like Himalaya and make most total sales. Most contemporary marketers have strong
believe on this strategy in today’s competitive environment. Eventually to reach the target
audience Himalaya have to make direct marketing, public relation, sales promotions, sales
promotion, TVC, digital marketing and affiliated marketing. The inevitable result of this market

segment is huge competition. But segmented marketing produces more sales and market shares
than mass marketing (Learnmarketing.net, 2016).
Figure: Differentiated Marketing strategy for Himalaya Herbal
2.4 Demonstrate how buyer behavior affects marketing activities in different
buying situations
Customer Engagement with the brand basically depends on the tangible(prduct) or
intangible(service) value. Here four kinds of buying behavior are being explained as following:
Cultural factors: Cultural factors influences most on the consumer buying behavior. It refers
subjective, social class, religious value etc. viewpoint from product’s positioning criteria. So
when a marketer undertakes a marketing campaign or a plan he or she needs to focus on the
cultural perspective of the nation (Learnmarketing.net, 2016).
Social Factors: Social factors define reference group, class, family, roles and status are related
with product’s targeting and proportioning activities. For instance, when a TVC is made, the
producer has to think about the targeted social group for which the TVC will convey its massage.
Personal and Motivational factors: There are some personal and motivational factors are
related with consumer buying behavior. Personal factors refer age, income, economic status, life
style.

Figure: The way buying decision process works
2.5 Propose new positioning for Himalaya
Himalaya Herbal currently is positioned as the “increasing fairness and removing dark spot”
brand. If they want to position themselves as something new, then they can come up with
“antibacterial” herbal solutions. Point to be noted, Margo soap also positioned themselves as
dark spot remover as well as antibacterial product in the market. So, it’s possible to entitle with
these two elements. Himalaya currently existing in a Differentiated market where it has
homogeneous products with low comparative advantage. This can be an new starting for a
portion of Himalaya herbal. As it’s very tough to bring entirely new positioning with such brand
where competition is very much intense, Himalaya can come up with subsidiary positioning
strategy (Learnmarketing.net, 2016). Himalaya need to rival Loreal, Fair and beautiful, Lakeme,
Boots etc. Fundamentally product improvement is one of the key components to manage upper
hand. New element can be added to existing item or new item can change the current item
totally. Himalaya items are more than homogeneous items. The greater part of the Herbals has
basic characteristics, effects and dealings. Along these lines, thought era and itemized building
ought to be set on the item improvement arrange. Here is a chart of demonstrating the basic way
of item advancement issue and its effect on the promoting choices on the viewpoint of
maintaining upper hand.

Task: 3
3.1 Explaining how products are developed to sustain competitive advantage
Products are being developed by applying multifarious analytical techniques to gain competitive
advantage over the external factors. Himalaya has to compete with Loreal, Fair and lovely,
Lakeme, Boots and so on. Fundamentally product development is one of the key factors to
sustain competitive advantage. New feature can be added to existing product or new product can
alter the existing product completely. Himalaya products are more than homogeneous products.
Most of the Herbals have common traits, impacts and dealings. So, idea generation and detailed
engineering should be placed on the product development stage. Here is a diagram of showing
the critical path of product development issue and its impact on the marketing decisions on the
perspective of sustaining competitive advantage.
Critical path starts with the project feasibility measurement study, after that preparation of
schedule plan and estimation comes where actual statistical data are represented. Then upper
class needs to give project approval to execute the plan. They can even kick off the project if it
lacks necessary potentials. Then marketers analyze preliminary design of the project.

Figure: Critical path of sustaining competitive advantage for Himalaya products
3.2 Explaining how prices are set to reflect an organization’s objectives and
market conditions.
Three factors need to ensure before setting prices which reflect organization’s objectives and
market conditions:
Figure: Factors need to ensure before setting prices which reflect organization’s objectives
Perceiving Client value and cost: When prices are set marketers need to focus on the target
group’s income and cost. As marketers design their 4P(marketing) mix on the basis of their
target audiences, so it’s very important for them for perceiving the income and cost of their
target customer in setting product prices.
Reflecting strategy and market condition: When marketers set prices he or she needs to keep
in mind about current marketing demand, market status (elastic, inelastic, perfect inelastic or
perfect inelastic), existing reseller relationship and the nature of the economy.

Optimal Price balance profit with sale: In all marketing mix elements, price is the most
sensitive one. Generally, over pricing will lead to lower sales where as under pricing can lead to
higher sales but more market share. So if brand’s target is to capture the market share in long
term then the brand may follow optimal pricing whereas brands having milestone of making
profit for short run, can undertake overpricing.
3.3 Explaining how prices are set to reflect an organization’s objectives and
market conditions.
According to the objective of the firm, there are different kinds of pricing strategies. Marketer
undertakes multifarious pricing in order to sustain competitive advantage through the product life
cycle. Some of the pricing strategies are being illustrated along with their objectives and market
conditions:
Penetration Pricing: When companies set low initial price to enter the market rather than
premium price, it’s called market penetration pricing. It’s the quickest and deep way to attract
potentials customer group and make them potential consumers. Penetration pricing works as a
“Sniper effect” for the differentiated and niche marketing (Zeepedia.com, 2016).

Figure: Pricing objectives
Prestige Pricing: Prestige or Premium pricing refers to set high price to enter into the market.
Generally, hotel, restaurants, café undertake such pricing strategies to grasp the market. Prestige
pricing works strongly with Niche market.
Market Skimming Pricing: Marketers set price skimming by increasing the product price when
Market is experiencing inelastic sensitivities. It is believed that, lowering the price will reduce
revenue in short run. So, it’s a useful technique for short term policy but not good for long term
if the product is too homogeneous and lacks proper competitive advantages. Generally, tourism
industry undertakes market skimming pricing (Zeepedia.com, 2016).
Here Himalaya follows prestige pricing in Herbal market to attract its customers.

Figure: Types of pricing strategies according to market condition (Zeepedia.com, 2016)
3.4 Illustrating how promotional activity is integrated to achieve marketing
objectives
Promotional activities are the key factors for maintaining public relations, advertising or personal
selling. Promotional activities are the coordinated form of initiatives use for creating larger brand
value and strengthening brand positioning into consumer black box. Firm spends lots of money
in promotional activities of firms. Promotional activities can be analogue or digital in accordance
with the perspective of the product. Himalaya generally focus on digital marketing like
undertaking campaigns, hosting events and conducting CSR activities (Zeepedia.com, 2016).
Fundamentally product improvement is one of the key elements to maintain upper hand. New
element can be added to existing item or new item can adjust the current item totally. Himalaya
items are more than homogeneous items. Marketing oriented strategy development has some
costs. To build such long-term strategy it requires huge cost research on market potentials,
common threats, external environment, next move of competitors & so on. The vast majority of
the Herbals have regular characteristics, effects and dealings. Along these lines, thought era and
natty gritty building ought to be set on the item advancement organize. Here is a chart of
demonstrating the basic way of item improvement issue and its effect on the showcasing choices
on the viewpoint of maintaining upper hand. Basic way begins with the venture practicality

estimation think about, after that arrangement of timetable arrangement and estimation comes
where real factual information are spoken to.
3.5 Analyzing the additional elements of the extended marketing mix
Price, place, product and promotion are the first four elements of marketing mix and the later
three elements are illustrated as following:
Figure: Extended Marketing Mix
Process: Marketing activities are followed by systemic IMC (Integrated Marketing
Communication) planning. It’s a uniformity of offering, product delivery and services. Marketers
need to focus more on the processing aspect of marketing mix
People: People refer the Human Resource Management involves with the decision-making
process of marketing. They expose organizational cultures and efficaciously promote
organizational products and services. Sometimes personnel need training, monetary rewards and
satisfaction to work diligently to meet the millstones made by the upper-class management
(Thimmesch, 2016).
Physical Evidence: It refers intermediaries like suppliers, infrastructures used in production and
promotional activities. Moreover, stores, booth, campaign events are also part of this sector

Figure: The entire Marketing Mix including people, process, physical (Thimmesch, 2016)
Task: 4
4.1 Marketing mixes for two different segments in consumer markets for
Vodafone UK.
Vodafone is being said world’s largest telecommunication community with 65k personnel from
256 operating countries. There are approximately 22k people in UK uses Vodafone. Vodafone in
UK generally follows premium pricing with mass marketing. Two different segments for
Vodafone are as following:
Birthday Holidays
Target Market: Age(12-60) are the prime target of this segment, basically friends, family and
relatives
Segmentation: Mixture of Socio-economic and psychological segmentation

Prices: Market Penetration prices because teenagers are involved.
Product: Heterogeneous
Place: Product sells by random local travel agents
Promotion: Promotion involves digital marketing through Face book, twitter, Instagram,
newspaper, billboards, TVC
Raise Healthy & Live Healthy
Target Market: All ages are targeted who want to have healthier lifestyle but adults are the
prime target
Segmentation: age and lifestyle focused
Prices: Market prestige prices because economically matured adults are involved.
Product: Heterogeneous
Place: Product sells by random local supermarkets
Promotion: Promotion involves digital marketing through Facebook, twitter, Instagram,
newspaper, billboards, TVC
4.2 Illustrate differences in marketing products and services to businesses
rather than consumers for Vodafone UK.
Business organizations consist of intermediaries like whole selling and retailing. The business
markets deal with the larger part of these intermediaries. As markets are geographically
concentrated, business buyers are more adroit than the consumer buyers in terms of
professionalism. When a company takes any promotional activity, it needs to look into

consumer’s insights, potential black box factors. For instance: Jack Dicky the former CEO of Ge
said that “The best way to build your customers is to constantly figuring out how to give them
more from less”. They strive to offer just the right combination of quality and good service at a
fair price. Business consumers exhibit inelastic price behavior and leisure for an comparative
elastic price response (Thimmesch, 2016).
4.3 Show how and why international marketing differs from domestic
marketing in the case of Vodafone UK.
There are multifarious factors in international marketing differs from domestic marketing in the
case of Vodafone are as following:
Currency Price changes: This fluctuation in currency surely needs more attention in
international trade.
Competing Domestic Producers: Sometimes Vodafone needs to compete with domestic
telecommunicate industries which lead to a tough comparative challenge (Thimmesch, 2016).
Foreign Policy: Sometimes changes in the foreign policy often retard in telecommunication and
vice versa.

Figure: Vodafone in UK (portrait)
Conclusion:
Organizational success largely depends on the dynamic marketing strategies it takes to sustain in
the competitive market place. If segmentation, targeting and positioning are being properly met
then organizational success can’t be stopped. Eventually developing customer driven marketing
strategy, proper using of marketing mix and mixture of quality product can surely get an
organization to high. Purchaser needs and needs are loaded with market offering of items and
solid client mark engagement. In associations significance of promoting procedure, introduction
components, STP, Marketing Mix, Consumer Insights are being represented here. Over all the
part of advertising in making values for clients and methods for keeping up solid brand reliability
and client engagement with functional cases are portrayed in this task.
References:

Marketing principle

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