Marketing An Introduction Individual Assignment
CONTENTS
INTRODUCTION....................................................................................................................................................2
OUTCOME 1........................................................................................................................................................... 3
QUESTION 1 – IDENTIFY THREE KEY CHARACTERISTICS OF THE MARKETING CONCEPT.............3
QUESTION 2 – EXPLAIN CLARE’S CHOCOLATES MICRO AND MACRO ENVIRONMENT...................5
QUESTION 3 – EXPLAIN WHY MARKET RESEARCH AND THE INFORMATION GATHERED ARE
IMPORTANT TO AN ORGANIZATION LIKE CLARE’S CHOCOLATES.......................................................7
QUESTION 4 – EXPLAIN HOW CLARE’S CHOCOLATES MIGHT COLLECT AND USE MARKET
RESEARCH INFORMATION. INCLUDE ONE QUANTITATIVE AND ONE QUALITATIVE RESEARCH
TECHNIQUE........................................................................................................................................................... 8
QUESTION 5 – EXPLAIN THE PROCESS OF MARKET SEGMENTATION AND TARGETING AND THE
BENEFITS OF SEGMENTATION AND TARGETING TO CLARE’S CHOCOLATES..................................10
OUTCOME 2......................................................................................................................................................... 13
QUESTION 6 – EXPLAIN MARKETING THEORY IN RELATION TO EACH OF THE 4P’S. EXPLAIN
THE FACTORS THAT WOULD INFLUENCE EACH ELEMENT OF THE MARKETING MIX (4P’S) FOR
CLARE’S HAND-MADE CHOCOLATE PRODUCTS...................................................................................... 13
a) Product Mix & Individual Products................................................................................................................................... 14
b) Distribution Channels............................................................................................................................................................. 16
c) Pricing Methods........................................................................................................................................................................ 17
d) Promotional Methods............................................................................................................................................................. 18
QUESTION 7 – USING CLARE’S CHOCOLATE CAFÉ’S AS AN EXAMPLE, EXPLAIN THE
IMPORTANCE OF THE FOLLOWING IN THE MARKETING OF SERVICES:............................................ 19
QUESTION 8 – EXPLAIN HOW CLARE’S CHOLATES MIGHT ADAPT THEIR MARKETING MIX IN
RESPONSE TO THREE POSSIBLE CHANGES IN MARKET CONDITIONS................................................21
a) Digital technologies................................................................................................................................................................21
b) New entrants to the market................................................................................................................................................. 23
c) Recession.......................................................................................................................................................................................24
FINDING & CONCLUSION.................................................................................................................................25
REFERENCES.......................................................................................................................................................26
,Marketing An Introduction Individual Assignment
Introduction
This Report is based on Clare’s Chocolates. Clare’s Chocolate began life in Edinburgh’s
George Street in 1992. The company was founded by a pioneering lady called Clare Wilson
who named her luxury chocolate creations ‘Chez Clare Chocolates’. Clare established the
company in the heart of fashionable Georgian Edinburgh, making her delicious confections by
hand using only natural and premium quality ingredients. After company was bought by James
Gordon from Edinburgh and company expanded by developing the original shops into ‘Clare’s
Chocolate Cafe’s’.
In this report explain the marketing concepts, Clare’s Chocolate’s micro & macro environment,
important of market research to this organization, how the collect data and market research
information was used and process of market segmentation and targeting and benefits of it. Also
explain marketing mix related to Clare’s Chocolate, importance of the marketing of services
and how adapt their marketing mix in response to possible changes in market conditions.
2
Batch: 33
, Marketing An Introduction Individual Assignment
Outcome 1
Question 1 – Identify three key characteristics of the marketing concept
a) Customer Needs, Wants and Demands
This is one of the key characteristics of marketing concepts where the customer is the main
aspect of marketing a product or service and its customer centric. Customer needs can be
classified as states of felt deprivation, which can be categorized as physical, social and
individual. Wants that are shaped by culture and individual personality and Demands as
human needs backed by buying power.
As stated by Mark Anthony Camilleri “Business ought to understand their customers’
needs and wants, if they want to remain successful in a competitive market place.” to run a
successful business, it is of key importance to understand the customer. The customer
needs change and evolve over time and the ability for an organization to change and evolve
in the same manner to cater to the needs of the consumer.
The two major concepts are: that consumers know what they want; and that consumer
sovereignty prevails. Believes marketers cannot take consumers as a given nor take them
for granted and neither can manufacturers nor they will also suffer, explains Dickinson, R.,
Herbst A. and O’Shaughnessy, J.
As the case study explains, Clare’s Chocolate company, the customers had a choice of
selections as per their needs and wants. Understanding the customer and their requirement
the company also offered a range of pre-packaged assorted chocolates in a variety of sizes
ranging from small sample packs to gift boxes which created different consumer segments.
b) Market Offering
Market offering can be defined as offering a total offer to the customers. An offering does
not limit itself only to a product, it can be more than a product itself that could include
components that add value to customers, convenience, availability, quality of service.
3
Batch: 33
CONTENTS
INTRODUCTION....................................................................................................................................................2
OUTCOME 1........................................................................................................................................................... 3
QUESTION 1 – IDENTIFY THREE KEY CHARACTERISTICS OF THE MARKETING CONCEPT.............3
QUESTION 2 – EXPLAIN CLARE’S CHOCOLATES MICRO AND MACRO ENVIRONMENT...................5
QUESTION 3 – EXPLAIN WHY MARKET RESEARCH AND THE INFORMATION GATHERED ARE
IMPORTANT TO AN ORGANIZATION LIKE CLARE’S CHOCOLATES.......................................................7
QUESTION 4 – EXPLAIN HOW CLARE’S CHOCOLATES MIGHT COLLECT AND USE MARKET
RESEARCH INFORMATION. INCLUDE ONE QUANTITATIVE AND ONE QUALITATIVE RESEARCH
TECHNIQUE........................................................................................................................................................... 8
QUESTION 5 – EXPLAIN THE PROCESS OF MARKET SEGMENTATION AND TARGETING AND THE
BENEFITS OF SEGMENTATION AND TARGETING TO CLARE’S CHOCOLATES..................................10
OUTCOME 2......................................................................................................................................................... 13
QUESTION 6 – EXPLAIN MARKETING THEORY IN RELATION TO EACH OF THE 4P’S. EXPLAIN
THE FACTORS THAT WOULD INFLUENCE EACH ELEMENT OF THE MARKETING MIX (4P’S) FOR
CLARE’S HAND-MADE CHOCOLATE PRODUCTS...................................................................................... 13
a) Product Mix & Individual Products................................................................................................................................... 14
b) Distribution Channels............................................................................................................................................................. 16
c) Pricing Methods........................................................................................................................................................................ 17
d) Promotional Methods............................................................................................................................................................. 18
QUESTION 7 – USING CLARE’S CHOCOLATE CAFÉ’S AS AN EXAMPLE, EXPLAIN THE
IMPORTANCE OF THE FOLLOWING IN THE MARKETING OF SERVICES:............................................ 19
QUESTION 8 – EXPLAIN HOW CLARE’S CHOLATES MIGHT ADAPT THEIR MARKETING MIX IN
RESPONSE TO THREE POSSIBLE CHANGES IN MARKET CONDITIONS................................................21
a) Digital technologies................................................................................................................................................................21
b) New entrants to the market................................................................................................................................................. 23
c) Recession.......................................................................................................................................................................................24
FINDING & CONCLUSION.................................................................................................................................25
REFERENCES.......................................................................................................................................................26
,Marketing An Introduction Individual Assignment
Introduction
This Report is based on Clare’s Chocolates. Clare’s Chocolate began life in Edinburgh’s
George Street in 1992. The company was founded by a pioneering lady called Clare Wilson
who named her luxury chocolate creations ‘Chez Clare Chocolates’. Clare established the
company in the heart of fashionable Georgian Edinburgh, making her delicious confections by
hand using only natural and premium quality ingredients. After company was bought by James
Gordon from Edinburgh and company expanded by developing the original shops into ‘Clare’s
Chocolate Cafe’s’.
In this report explain the marketing concepts, Clare’s Chocolate’s micro & macro environment,
important of market research to this organization, how the collect data and market research
information was used and process of market segmentation and targeting and benefits of it. Also
explain marketing mix related to Clare’s Chocolate, importance of the marketing of services
and how adapt their marketing mix in response to possible changes in market conditions.
2
Batch: 33
, Marketing An Introduction Individual Assignment
Outcome 1
Question 1 – Identify three key characteristics of the marketing concept
a) Customer Needs, Wants and Demands
This is one of the key characteristics of marketing concepts where the customer is the main
aspect of marketing a product or service and its customer centric. Customer needs can be
classified as states of felt deprivation, which can be categorized as physical, social and
individual. Wants that are shaped by culture and individual personality and Demands as
human needs backed by buying power.
As stated by Mark Anthony Camilleri “Business ought to understand their customers’
needs and wants, if they want to remain successful in a competitive market place.” to run a
successful business, it is of key importance to understand the customer. The customer
needs change and evolve over time and the ability for an organization to change and evolve
in the same manner to cater to the needs of the consumer.
The two major concepts are: that consumers know what they want; and that consumer
sovereignty prevails. Believes marketers cannot take consumers as a given nor take them
for granted and neither can manufacturers nor they will also suffer, explains Dickinson, R.,
Herbst A. and O’Shaughnessy, J.
As the case study explains, Clare’s Chocolate company, the customers had a choice of
selections as per their needs and wants. Understanding the customer and their requirement
the company also offered a range of pre-packaged assorted chocolates in a variety of sizes
ranging from small sample packs to gift boxes which created different consumer segments.
b) Market Offering
Market offering can be defined as offering a total offer to the customers. An offering does
not limit itself only to a product, it can be more than a product itself that could include
components that add value to customers, convenience, availability, quality of service.
3
Batch: 33
