Principles and Practices of Marketing Assignment Sample

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Introduction - Principles and Practices of Marketing Assignment Sample

Marketing is defined as the promotion of products and services through traditional and digital methods so that a large coverage of market coverage can be achieved. For the successful working of the company, it is necessary that effective marketing needs to be followed by the companies so that they can have a competitive position in the market. The current study is based on Toby Tiger, which is one of the organic children's wear companies which started in 1999. The company was founded by Zoe Mellor and provides a wide range of organic and sustainable children's wear, which is of premium quality and is offered at reasonable prices.

The company deals in ethical, organic and colourful children's wear and focuses on using top-quality fabric so that it does not harm the children and the environment as well. The tagline of the company is save the planet and go organic and this increases the working efficiency of the company and the market position as well. Hence, for the successful working of the company, it is mandatory that effective marketing is done. For this, the critical evaluation of STP and marketing mix will be done. Also, the different tools and metrics for promotion will be highlighted, along with recommendations for improvement.

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TASK 1

Critical evaluation of STP and perceptual map

With the analysis of the different scholarly articles, it is clear that effective compliance with the STP is very necessary for the successful working of the company. It is a type of marketing strategy through which the company makes different decisions relating to the selection of the target audience and how the product will be positioned in the mind of the consumers. According to the views of Shafiyyah et al, (2021) it is not necessary that the right type of audience is selected, as when the correct audience is selected, then it will provide the benefit of increasing the sales of the company. When the correct audience is selected then they will automatically be attracted towards the company. Hence, this will increase the sales of the business.

Principles and Practices of Marketing Assignment Sample

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On the other side, Willyanto and Iskandar (2023) argued that when the STP model is not effective, as every consumer and their need are different. Hence, for this, it is not necessary that the effective type of the marketing strategies is prepared for every consumer individually. Hence, with the help of the STP, the company selects a particular segment which is more suitable for the product and services of the company and then tries to position the product and services among them. Based on the analysis of the company and its products and services, it is clear that the right selection of the segment and target audience is very much needed to be followed. Based on the critical evaluation, it is clear that the compliance with STP was effective, and ultimately, it will improve the efficiency and efficacy of the company. Hence, for this this the STP implemented by the company is as follows-

• Segmentation- this is a type of strategy in which a particular type of segment is selected on which the company will be focusing. This includes analysing the products and services of the company and then deciding which type of consumer or target audience will be suitable for the work (Sirajuddin et al, 2023). Hence, for this, it is mandatory that the Toby Tiger effectively evaluate which type of consumer segment will suit the product offered. According to the product, the major segment of the company is based on demographics and psychographics. This is particularly followed because the company offers good quality products, and for this age demographic, is focused on Toby Tigers.
• Targeting- this is a strategy which emphasises the selection of a target which includes the major audience on which the company will be focusing. Selecting the right type of target audience is very much needed to be selected so that the appropriate type of consumers can be focused on. Thus, the effective type of selection of the target is much needed so that the overall working is improved. The company emphasised an undifferentiated targeting strategy, and with the help of this, the consumer belonging to the age category of 0-15 is focused.
• Positioning- it is defined as creating an immense place within the mind of the consumers so that they remember the company for its different aspects. It is necessary for the reason that when the effective type of the strategies is followed, then the effective positioning is done (Chairysa and Wibowo, 2024). So, for this, Toby Tiger is implementing the use of the value creation by providing premium quality products for the target audience. When the effective type of the quality is provided to the target audience, then they will be motivated to buy the products and services of the company.

Perceptual map The perceptual map is a diagrammatic presentation which is used to assess the fact that how the consumer perceives the products and services of the company. The purpose of a perceptual map is to get an in-depth understanding of the market and to link the findings into the practice.

Evaluating the branding element

With the selection of the appropriate type of branding strategies, Toby Tiger is effectively implementing a good branding strategy. The branding strategy is defined as the approach which assists the company in building a good brand image among consumers and the market. This is necessary because when the effective branding strategies are implemented by Toby Tiger, it is necessary for the effective implementation of better marketing strategies (How does promotion mix affect brand equity? Insights from a mixed-methods study of low involvement products, 2025). Hence, for the successful working of Toby Tiger, it is needed that the effective branding strategies are followed. For this, Toby Tiger, effectively work on the colours and has a very good colour that is blue and it also emphasis on effective working so that the people are attracted towards the company. Further, there is high relation among the colour and logo of the company.

This is because of the reason that when the good colours are selected then it attracts the mindset of the consumers more and ultimately the efficiency is improved. Also the typography is another aspect of branding which need to be effectively followed so that the overall working can be improved. When a good and attractive logo is used then it grabs the attention of the consumers (Husada and Aprianingsih 2025). For this Toby Tiger is also emphasising on the effective management and development of the good typography logo so that more consumers are attracted. Thus, based on the Keller brand equity model, Toby Tiger identifies the target audience and provide the effective response to the need of the target and ultimately better relation is fostered among them.

TASK 2

Evaluating the marketing mix and making recommendations

The marketing mix is defined as a strategic framework which is used by the company for the promotion of the product and the services of the company. Toby Tiger is effectively implementing the use of the 4 Ps of marketing mix, and this assists in improving the overall working capability. Hence, for this, the effective type of marketing decisions must be effective so that better work can be implemented well. According to the views of Nilplengsang and Pankham (2024) the product under the marketing mix is the major element which includes giving a description of the product and services which they offer and the various decisions that need to be taken.

On the other side, Sadri and Aprianingsih (2025) argued that price is another aspect of the marketing mix that needs to be decided, as it is the key aspect for deciding the profitability of the company. With the effective setting up of the prices, it is necessary that the right price is charged from the consumers, and this makes the work better and also the overall profitability. Moreover, Richardson (2024) stated that the place is another aspect which is necessary for the company to decide and ensure that the working better. When the place will be decided well then it will be providing a better base to the company to manage its operations well. In addition to this, Sanjaya et al, (2023) stated that when the effective type of the promotional activities will be implemented then it will be improving the efficiency of the working. The effective promotional activities need to be implemented so that the overall working of the company is improved.

The competition within the market is very intense and for the successful working it is needed that the effective promotional activities can be implemented. With the evaluation of above critical analysis, it is clear that the company is effectively implementing the marketing mix for the successful working of the company. It is required by the company that they decide the elements effectively so that better working can be improved and the intense competition can be managed well (Kotabe and Helsen 2022). When the marketing mix decisions of Toby Tiger will be effective then it will be improving the working efficiency better and ultimately, the decision will help company improve better working. The decision of the company includes the following in the respect of marketing mix as follows-

• Product- The product is defined as the aspect or the brand which is provided to the customers for satisfying their needs. For the companies to be successful it is very necessary that the appropriate type of the product and services of provided to the customers. Also, it includes the different types of the goods and services which are offered by the company to the customers (Shafiyyah et al, 2021). In the current case Toby Tiger is the one which provides the different types of the product for the children. It includes providing good quality organic products for the children starting from new born to the 8 to 10 years of age. For providing the product and services to the consumers, the company undertake the use of product life cycle. This is a particular cycle which provides different types of the stages for working to the company. Currently Toby Tiger is working at the growth stage wherein the company is growing and is providing the product and services to different types of the customers (Kotler, Keller and Chernev, 2022). The company is trying to expand its product and services within the international market and is trying to grow the business successfully. In addition to this the packaging of the product is also environment friendly and reuses every waste which is produced through packaging. Hence, it improve the environmental sustainability as well which includes it better working and earning profit.
• Price- Another aspect of the marketing mix includes the price which is the amount charged by the company from the customers in exchange of the product and services offered. For the business to be successful it is very necessary that the appropriate price is determined so that the company can earn good amount of profit. Within the case of Toby Tiger the compliance with the penetration pricing is followed. It is particularly used by the company because under the scheme Toby Tiger first set the low prices and as the product is liked by customer the prices are charged high. Hence, as a result of this the overall working is improve and the profitability is also increased. So, ultimately the overall working improves and the profitability of the company is enhanced well.
• Place- The place is defined as the way through which the operation takes place for the company. It is particularly used by the company because with the effective compliance with the place of distribution the company can promote the services better (Willyanto and Iskandar 2023). For the effective distribution Toby Tiger focuses on the combination of physical store and the online options. The company provides both these options for the customers to buy the product that is they can go to the physical stores of the companies. Along with these physical stores, the online option is also available for the customers to buy the product for their children. Additionally the distribution strategy include the compliance with the intensive distribution system. This is a type of the system of distribution which aims at maximizing the availability of the product with the help of the different outlets. It assist in reaching the wide range of customers as it provides the customers with a wide variety options to buy and it increases the product and market penetration.
• Promotion- this is the key decision which need to be taken by the company to become successful. In case the effective promotion is not implemented then the comparative working will not be effectively managed. Hence, for the effective promotion of the product and services, the combination of traditional and modern digital marketing techniques are implemented by Toby Tiger. The traditional methods used includes promotion through television, pamphlet, newspaper, advertisement and many others. For the modern marketing method the company implements the use of social media platform, Search Engine Optimisation, influencer marketing and many other different types of the methods (Sirajuddin et al, 2023). Additionally for the effective promotion of the product and services Toby Tiger implements the use of AIDA model. It includes developing awareness of the customers and developing their interest towards the product and services offered. After creating the interest the desire is created among the customer so that they buy product or the service of the company. Lastly comes the actions which motivate the customer to undertake the decision of purchasing the product of the service. The effective compliance with the other strategies such as above the line marketing (ATL), below the line marketing (BTL) and through the line (TTL) marketing is also implemented by the Toby Tiger for promoting the product of the services.

Tools and metrics for promotional activities

With effective implementation of the promotional activities it is clear that for Toby Tiger it is necessary that the appropriate tools and metrics are used for assessing the success of the promotional activities. Hence, for measuring the success of the company it is necessary that the promotion mix is effectively evaluated (Chairysa and Wibowo, 2024). It is necessary because when the appropriate monitoring and metrics are used and it assist in evaluating the fact that whether the company is able to successfully meet the promotional objectives or not. For this the most common metrics used by Toby Tiger includes analysing the conversion rate.

This includes the rate at which the potential customers are getting converted into the actual customers of the company. In addition to this the survey is another technique which is opted by Toby Tiger for assessing the promotional activity and its success. With the help of the survey, the company can effectively evaluate that whether the customers are having interest towards the product and services of the company or not. Additionally the compliance with the sales receipt can also be undertaken to assess the success of the promotional activities. With the increasing sales, it can be stated that the customers are liking the way the company is promoting the product and services. Hence, with this it can be stated that effectively the company is implementing the promotional activities which enhancers the profits generating capacity of the company.

CONCLUSION

Lastly it is concluded that effective marketing strategy is necessary to be implemented. With the help of the effective marketing the company can promote the product and services in the highly competitive environment. The above study highlighted that effective decision relating to STP needs to be implemented. In the current case the segmentation is based on demographic and the targeting is done on the basis of undifferentiated basis. Also Toby Tiger effectively complies with the quality as the positioning strategy. Moreover, with the help of the effective product mix it was evaluated that company is operating at the growth stage. Further, it was assessed that traditional and modern marketing methods are used by the company for its promotion. Lastly it was identified that different tools were implemented for assessing the promotion mix which includes the compliance with sales receipt, survey and many other different types of the techniques.

REFERENCES

Books and Journals

• Chairysa, F. and Wibowo, S.A., 2024. Marketing Strategy for Indonesian Law Firms to Attract Multinational and Foreign Clients (USLS Law Firm). International Journal of Current Science Research and Review, 7(06), pp.4416-4432.
• Edwina, E. and Wandebori, H., 2024. Proposed marketing strategy for fixed mobile convergence products case study: Telkomsel One. Journal of Multidisciplinary Academic and Practice Studies, 2(3), pp.385-405.
• Husada, A.A. and Aprianingsih, A., 2025. Developing Effective Marketing Strategy For Inpatient Herbal Services (Case Study: RSU Holistic Purwakarta). International Journal of Economics and Management Research, 4(1), pp.557-576.
• Karamina, N. and Fachira, I., 2023. Proposed Marketing Mix Strategy for Indonesian Restaurant in The Netherlands (Case Study: Pasundan). International Journal of Current Science Research and Review, 6(08), pp.5567-5578.
• Nilplengsang, Y. and Pankham, S., 2024. Beyond STP Marketing Strategy for Online Service Businesses. Revista de Gestão Social e Ambiental, 18(6), pp.1-26.
• Richardson, N., 2024. The Marketing Mix. In Sustainable Marketing Planning (pp. 79-136). Routledge.
• Sadri, I. and Aprianingsih, A., 2025. Strategic Marketing Approaches Leveraging the 7P Marketing Mix Framework to Overcome Sales Challenges and Enhance Purchase Intention for IELTS Programs at Athena English Course. Journal of Research in Social Science and Humanities, 5(1).
• Sanjaya, A.N., Purnomo, A., Prasetyo, Y.T., Tho, C., Maulana, F.I. and Persada, S.F., 2023. Marketing in wireless communication: a systematic review. In International Conference on Wireless and Satellite Systems (pp. 85-93). Springer, Cham.
• Shafiyyah, S., Syah, T.Y.R., Indradewa, R. and Lestariani, R.I., 2021. Implementation of the Marketing Mix Clinic Fertility (IVF) Strategy with the Assurance System in the Kamala Clinic. Journal of Multidisciplinary Academic, 5(1), pp.55-60.
• Sirajuddin, R.S.B., Senathirajah, A.R.S., Haque, R. and Isa, A.M.M., 2023. Marketing mix influence on consumer buying behavior: A case study on the cosmetics industry. International Journal of Professional Business Review: Int. J. Prof. Bus. Rev., 8(5), p.39.
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• Kotabe, M. and Helsen, K. (2022) Global Marketing Management (9th edition). Hoboken: John Wiley & Sons, Inc.
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