Introduction to Marketing

Introduction to marketing

Introduction

In this task, I will be evaluating the marketing techniques (segmentation, targeting, branding and relationship marketing) used by my selected organisation. I would explain how primary and secondary research has been used and also how qualitative and quantitative analysis has been used for the marketing techniques. I would also be making recommendations for future innovation in improvement and development.

Segmentation

Segmentation is the way in which the market is divided into various groups. There are three basics for segmentation. Sainsbury could segment their market based on geographical, demographic and psychographic. Geographical segmentation divides the market into different geographical areas. When deciding where to locate their stores, Sainsbury will like to locate it where there are big cities and towns because they are more likely to buy the products. Demographics segmentation is done according to population factors like age, gender, address and family or social issues while Psychological segmentation classifies people according to characteristics, interest and their opinion.

Using primary and secondary research for segmentation

Primary research is involves the obtaining of new information. Sainsbury carry out Primary research when the information needed is not readily available by a secondary research previously carried out. Before Sainsbury start selling organic products in Lewisham, they would carry out a secondary research to find out the number of people in Lewisham that is actually interested in buying organic products.

Sainsbury also use primary research when segmenting their market according to demographics. The marketing team research on the age and gender of people in a particular location to decide on how they would market their products and what kind of products would the shelves contain. When the information needed is not found, Sainsbury will then carry out a primary research either internally obtaining information within the organisation and externally by obtaining information from outside the organisation. Sainsbury conduct their primary research externally by carry out observations, experimentation, market surveys, E-marketing, focus groups, panels and field trails.

Before conducting a primary research on how they would segment the market, Sainsbury first carry out a secondary research which involves using information that has previously been collected by other researchers. Before Sainsbury open up a new store anywhere, Bromley for example, they first carry out secondary research to find out the population of the people living there that will be in need of their products and services. They carry research on the age, gender and interest of people in that location so