(MARKETING)

A project Report

Submitted in partial fulfilment of the requirements for the

Award of the Degree of MBA

(MARKETING)
By

“CHANCHAL SAINI”

(322102195)

Centre for Distance and online Education

LOVELY PROFESSIONAL UNIVERSITY

PHAGWARA PUNJAB

(2022-2024)
 Declaration by The student

To whom- so-ever it may concern

I, CHANCHAL SAINI, 322102195, hereby declare that the work done by

me on “MARKETING ”, is a record of original work for the partial
fulfilment of the requirements for the award of the degree, MBA.

CHANCHAL SAINI

(322102195)

Signature of the student : CHANCHAL SAINI

Dated :
 ACKNOWLEDGEMENT

Here's a possible acknowledgement for a marketing topic:

"I acknowledge that marketing is a crucial aspect of business that plays

a vital role in identifying and communicating value to customers, driving
business growth, and revenue generation. I understand that effective
marketing involves understanding customer needs, building brand
awareness, generating leads, and fostering customer engagement,
loyalty, and retention. I recognize the importance of marketing in
differentiating businesses from competitors, creating products or
services that meet customer needs, and achieving business objectives
such as sales, profitability, and sustainability."

CHANCHAL SAINI
 ABSTRACT

Social media play a Vital role in today's MARKETING. Sufficient

numbers of social media apps should be made Available so, that
MARKETING do not face any problems and become easy for them to
move around in different MARKETING strategies.

Present study was done to assess the requirements of social media

apps in MARKETING.

The prospective descriptive exploratory study was conducted at a new

MARKETING strategy.

Here's a possible abstract for a marketing topic:

Title: "Unlocking Customer Value: A Strategic Approach to Marketing"

In today's rapidly evolving market landscape, businesses face increasing

competition and complexity in reaching and retaining customers.
Effective marketing is crucial for success, yet many organisations
struggle to develop and implement strategies that truly resonate with
their target audience. This [paper/research/project] explores the concept
of customer value and its significance in marketing, highlighting the need
for a customer-centric approach that prioritises understanding,
engagement, and retention. By examining the latest marketing trends,
technologies, and best practices, this research aims to provide
actionable insights and recommendations for businesses seeking to
enhance their marketing efforts, drive growth, and sustain a competitive
edge.

CHANCHAL SAINI
S. Particulars Page No ….
No
Annexure
Annexure:1 Cover Page
Annexure:2 Declaration by Student
Annexure:3 Acknowledgement
And Abstract

1. Chapter:1 Introduction 7-12

1.1 Purpose 12-19
1.2 Applicability 19-20
1.3 Types 21-22
1.4 Importance 23-24
2. Chapter:2 Guidelines
2.1 Scope of Project 24-26
2.2 Expected outcomes 27-29
2.3 Stage Of Project 29-30
3. Chapter:3 History Of Marketing 31-32
3.1 Current State 32-33
4. Chapter:4 Formatting of Report 33-34
5. Chapter:5 Aim and objectives 34-35
6. Chapter:6 Research Methodology 36-37
7. Chapter:7 Observations 37-39
8. Chapter: 8 Data analysis and 40-41
Interpretation
9. Chapter:9 Discussion 42
10. Chapter:10 Conclusion and 43-44
Recommendation
10.1 Bibliography 44
10.2 References 45
 Chapter -1
Introduction of the Topic
In today's fast-paced, digitally driven world, marketing has evolved into a
dynamic and multifaceted discipline. The traditional boundaries of
marketing have expanded, and new avenues have emerged, enabling
businesses to connect with their target audience in innovative and
personalized ways.

The advent of technology has revolutionized marketing, introducing new

channels, platforms, and tools that enable real-time engagement, data-
driven decision-making, and precision targeting. Social media, in
particular, has transformed the marketing landscape, allowing
businesses to build brand awareness, foster community engagement,
and drive conversions.
The rise of e-commerce and digital marketplaces has also reshaped
consumer behavior, with online shopping becoming the new norm.
Marketers must now navigate the intricacies of online consumer
journeys, leveraging search engine optimization, pay-per-click
advertising, and influencer partnerships to reach and retain customers.

Data analytics and artificial intelligence have become indispensable in

modern marketing, enabling businesses to glean insights from vast
amounts of data, predict consumer behavior, and tailor their strategies
accordingly. Personalization has become a hallmark of effective
marketing, as consumers increasingly expect customized experiences
that resonate with their individual needs and preferences.

Content marketing has emerged as a key strategy, allowing businesses

to establish thought leadership, build trust, and nurture relationships with
their target audience. The proliferation of content formats, from blogs
and videos to podcasts and webinars, has created new opportunities for
marketers to showcase their brand's story, values, and expertise.

As marketing continues to evolve, businesses must remain agile,

adaptable, and attuned to the shifting landscape. By embracing
innovation, leveraging technology, and prioritizing customer-centricity,
marketers can unlock new opportunities, drive growth, and thrive in
today's dynamic marketing environment.

In this era of rapid change, one thing remains constant – the importance
of understanding and connecting with customers. By staying attuned to
their needs, preferences, and behaviors, marketers can develop
effective strategies that resonate and deliver results.
Professionals who work in a corporation's marketing and promotion
departments seek to get the attention of key potential audiences through
advertising. Promotions are targeted to certain audiences and may
involve celebrity endorsements, catchy phrases or slogans, memorable
packaging or graphic designs, and overall media exposure.

KEY TAKEAWAYS
●Marketing refers to all activities a company does to promote and sell
products or services to consumers.

●Marketing makes use of the "marketing mix," also known as the four Ps
—product, price, place, and promotion.

●Marketing used to be centered around traditional marketing techniques

including television, radio, mail, and word-of-mouth strategies.
●Though traditional marketing is still prevalent, digital marketing now
allows companies to engage in newsletter, social media, affiliate, and
content marketing strategies.

●At its core, marketing seeks to take a product or service, identify its
ideal customers, and draw the customers' attention to the product or
service available.

Understanding Marketing
Marketing as a discipline involves all the actions a company undertakes
to draw in customers and maintain relationships with them. Networking
with potential or past clients is part of the work too and may include
writing thank you emails, playing golf with prospective clients, returning
calls and emails quickly, and meeting with clients for coffee or a meal.

At its most basic level, marketing seeks to match a company's products

and services to customers who want access to those products. Matching
products to customers ultimately ensures profitability.

Formal Definition:
"Marketing is the activity, set of institutions, and processes for creating,
communicating, delivering, and exchanging offerings that have value for
customers, clients, partners, and society at large. "
—Official definition from the American Marketing Association, approved
2017.

Purpose of the MARKETING

The purpose of marketing is to identify, communicate, and deliver value
to customers, ultimately driving business growth and revenue. Effective
marketing achieves several key objectives:
1. *Identifies target audience*: Marketing helps businesses understand
their ideal customer, their needs, preferences, and behaviors.

2. *Creates brand awareness*: Marketing builds recognition and

establishes a brand's identity, differentiating it from competitors.

3. *Generates leads*: Marketing drives interest and inquiry, converting

prospects into customers.

4. *Drives sales*: Marketing promotes products or services, encouraging

purchases and revenue growth.

5. *Builds customer relationships*: Marketing fosters engagement,

loyalty, and retention, ensuring long-term customer connections.

6. *Differentiates from competitors*: Marketing highlights a brand's

unique value proposition, setting it apart in a crowded market.

7. *Informs product development*: Marketing provides insights into

customer needs, guiding product innovation and improvement.

8. *Supports business objectives*: Marketing contributes to overall

business goals, such as revenue growth, market share expansion, and
profitability.

9. *Measures and optimizes performance*: Marketing analytics enable

data-driven decision-making, refining strategies for optimal results.

10. *Enhances customer experience*: Marketing ensures a consistent,

positive experience across all touchpoints, building trust and loyalty.

By achieving these objectives, marketing plays a vital role in driving

business success, revenue growth, and long-term sustainability.
Effective marketing is essential for businesses to thrive in today's
competitive market landscape.
Though it may seem unbelievable, modern marketing began back in the
1950s. It was the time when people started to use platforms and
channels beyond print media to endorse their products. Then, as
television and soon, the internet entered households, the marketers
were able to conduct entire campaigns spanning multiple platforms. This
eventually increased the importance of marketers to fine-tune how
businesses sell products or services to customers while optimizing their
success.

In the current times, there is a myriad of platforms where marketers can

carry out sales and marketing campaigns. Let’s take a look at the types
of marketing relevant and efficacious in the 21st century.

Types of Marketing
●Internet Marketing – The idea of establishing an online presence of
your business

●Search Engine Optimization– The process of optimizing the content of

a website so that it appears in the top results of Search Engine Result
Pages

●Blog Marketing– Brands write and publish blogs about their industry to
nurture potential customers’ interest who browse the internet to get
information

●Social Media Marketing– Using social media channels such as Twitter,

Facebook, LinkedIn, and Instagram for creating impressions on their
audience over a period of time.

●Print Marketing– For some people, newspapers and magazines still

work the best. This is the reason businesses are continuing to sponsor
photography, articles, and content similar to what their customers are
reading in the publications

●Search Engine Marketing– This is a little different from SEO.

Businesses can pay search engines a price to place their links in one of
the top results to get better exposure.
●Video Marketing – Creating videos that educate and entertain
customers and increase their engagement.

Additionally, marketing in the 21st century is highly dependent on clear

and practical strategies to reach as well as engage with target markets in
the evolving world. Professional marketers develop different types of
marketing strategies with strong knowledge and practical experience in
personalized marketing, globalization, technological shifts, new
consumer trends, and pricing strategies. If you also want to excel in new-
age and versatile marketing, you can explore online marketing courses
such as Digital Marketing and Analytics and others from globally reputed
institutes and give your career a kickstart or upskill yourself.

HOME / BLOG / SALES & MARKETING

What is Marketing? Purpose, Types and Career Opportunities

By
Yashvi Jain

video-views 7 Min Read video-views Last Updated: 13 December 2023 |

Published On: 30 March 2022
What is Marketing? Purpose, Types and Career Opportunities | Sales &
Marketing | Emeritus
In this article

Types of Marketing
Marketing and Advertising: Are They Different or the Same?
The 4 Ps, 7 Ps and 4 Cs of Marketing
Marketing Expert – Promising Career Opportunity
When it comes to defining marketing or answering ‘what is marketing’, a
definition might not be helpful as the term marketing is a bit variable and
all-encompassing for a straightforward definition. Nonetheless, Hubspot
defines marketing as ‘actions a business takes for attracting an audience
to the business’s products or services using high-quality messaging.
Marketing aims at delivering standalone value for consumers and
prospects through content, with the long-term goal of strengthening
brand loyalty, demonstrating product value, and increasing sales.

Every business’s success largely depends on the type of marketing

strategy they deploy as marketing is present across all the stages of
businesses, from beginning to end. It is essential for businesses to
conduct extensive research, know their target audience well, make a
comprehensive sales and marketing management plan and choose the
marketing channels wisely.

Moreover, considering the changing marketing dynamics and the soaring

difficulty to convince consumers to buy a particular product or service,
conventional marketing strategies may lose their significance soon and
the vacuum will be filled by technologically advanced marketing
strategies.

The Purpose of Marketing

Marketing involves a business’s different aspects, such as product
development, advertising, sales, and distribution methods. The key
purpose of marketing is to get people interested in the products or
services of a company. This happens through market analysis, research
and contemplating the interest of a business’s ideal customers and
attracting them through messaging which would be educational and
helpful to a business’s target group. In turn, this would also help
businesses convert a higher number of leads into customers.

Though it may seem unbelievable, modern marketing began back in the

1950s. It was the time when people started to use platforms and
channels beyond print media to endorse their products. Then, as
television and soon, the internet entered households, the marketers
were able to conduct entire campaigns spanning multiple platforms. This
eventually increased the importance of marketers to fine-tune how
businesses sell products or services to customers while optimizing their
success.

In the current times, there is a myriad of platforms where marketers can

carry out sales and marketing campaigns. Let’s take a look at the types
of marketing relevant and efficacious in the 21st century.

Types of Marketing
●Internet Marketing – The idea of establishing an online presence of
your business

●Search Engine Optimization– The process of optimizing the content of

a website so that it appears in the top results of Search Engine Result
Pages
●Blog Marketing– Brands write and publish blogs about their industry to
nurture potential customers’ interest who browse the internet to get
information

●Social Media Marketing– Using social media channels such as Twitter,

Facebook, LinkedIn, and Instagram for creating impressions on their
audience over a period of time.

●Print Marketing– For some people, newspapers and magazines still

work the best. This is the reason businesses are continuing to sponsor
photography, articles, and content similar to what their customers are
reading in the publications

●Search Engine Marketing– This is a little different from SEO.

Businesses can pay search engines a price to place their links in one of
the top results to get better exposure.
●Video Marketing – Creating videos that educate and entertain
customers and increase their engagement.

Additionally, marketing in the 21st century is highly dependent on clear

and practical strategies to reach as well as engage with target markets in
the evolving world. Professional marketers develop different types of
marketing strategies with strong knowledge and practical experience in
personalized marketing, globalization, technological shifts, new
consumer trends, and pricing strategies. If you also want to excel in new-
age and versatile marketing, you can explore online marketing courses
such as Digital Marketing and Analytics and others from globally reputed
institutes and give your career a kickstart or upskill yourself.

Marketing and Advertising: Are They Different or the Same?

The terms marketing and advertising are different yet related.
Advertising is just an aspect of marketing. While advertising is ideally a
paid way of messaging which is designed to convert leads into sales,
marketing is the comprehensive approach to speaking with the
customers about the brand. Advertising is that part of marketing that
involves making the brand known to people by getting the word around
about the business’s products or services to your target audience. It can
also be a short-term thing for a special ongoing or promotion.

In contrast, marketing management is the process of systematically

planning, implementing, and controlling a mix of activities for bringing
buyers and sellers together. This is for mutually advantageous transfer
or exchange of products or services. Usually, marketing begins with a
USP (Unique selling proposition) – a short, effective, and compelling
sentence describing your business. This message helps you in finding
your target group, helping you streamline your marketing strategies and
use your resources, time, and money optimally.

Conclusively, marketing is a wider concept that can be divided into

advertising, market research, media planning, community relations,
public relations, sales strategy, and customer support.
 2. Applicability
Marketing is applicable to various aspects of business and society,
including:

1. _Product/Service Marketing_: Promoting physical or intangible

offerings to customers.

2. _Brand Marketing_: Building and maintaining a brand's identity and

reputation.

3. _Digital Marketing_: Leveraging online channels like social media,

email, and search engines.

4. _Social Marketing_: Addressing social issues and promoting positive

behaviors.

5. _Non-Profit Marketing_: Supporting charitable causes and

organizations.
6. _Political Marketing_: Influencing voters and promoting political
campaigns.

7. _Personal Marketing_: Building individual personal brands and career

development.

8. _Event Marketing_: Promoting and managing events, conferences,

and experiences.

9. _Experiential Marketing_: Creating immersive and memorable

experiences.

10. _International Marketing_: Expanding businesses globally and

navigating cultural differences.

11. _B2B (Business-to-Business) Marketing_: Targeting businesses and

organizations as customers.

12. _B2C (Business-to-Consumer) Marketing_: Targeting individual

consumers as customers.

13. _Account-Based Marketing_: Focusing on specific accounts and

decision-makers.

14. _Influencer Marketing_: Partnering with influencers to promote

products or services.

15. _Content Marketing_: Creating and distributing valuable, relevant,

and consistent content.

Marketing's applicability extends beyond traditional business settings,

influencing various aspects of society and our daily lives.
3…Types of Marketing:->>>>
Here are some types of marketing:

1. *Digital Marketing*: Online marketing, including social media, email,

search engine optimization (SEO), and pay-per-click advertising (PPC).

2. *Traditional Marketing*: Offline marketing, including print, television,

radio, and outdoor advertising.

3. *Inbound Marketing*: Focusing on creating quality content to attract

and engage with customers.

4. *Outbound Marketing*: Proactively reaching out to customers through

cold calling, direct mail, and advertising.

5. *Account-Based Marketing*: Targeting specific accounts and decision-

makers with personalized marketing.

6. *Affiliate Marketing*: Partnering with affiliates who promote products

or services for a commission.

7. *Content Marketing*: Creating and distributing valuable, relevant, and

consistent content to attract and retain customers.

8. *Email Marketing*: Using email to send messages to customers and

potential customers.

9. *Event Marketing*: Hosting or participating in events to promote

products or services.

10. *Experiential Marketing*: Creating immersive and memorable

experiences for customers.

11. *Influencer Marketing*: Partnering with influencers to promote

products or services.
12. *Referral Marketing*: Encouraging satisfied customers to refer others
to a business.

13. *Search Engine Marketing* (SEM): Using paid advertising to appear

in search engine results pages (SERPs).

14. *Social Media Marketing*: Using social media platforms to promote

products or services.

15. *Sponsorship Marketing*: Partnering with other organizations or

events to promote products or services.

16. *Product Marketing*: Launching and promoting new products or

services.

17. *Service Marketing*: Promoting and differentiating intangible

services.

18. *Brand Marketing*: Building and maintaining a brand's identity and

reputation.

19. *Reputation Marketing*: Managing online reviews and ratings to

maintain a positive reputation.

20. *Neuromarketing*: Using neuroscience and psychology to

understand consumer behavior.

Remember, these types of marketing are not mutually exclusive, and

many businesses use a combination of several types to achieve their
marketing goals.
4..Importance of Marketing
Marketing is essential for businesses and organizations as it:

1. *Creates awareness*: Informing potential customers about products or

services.

2. *Drives sales*: Converting prospects into customers, generating

revenue.

3. *Differentiates*: Setting a brand apart from competitors.

4. *Builds relationships*: Fostering customer loyalty and retention.

5. *Conducts market research*: Gathering insights into customer needs

and preferences.

6. *Identifies opportunities*: Spotting trends, gaps, and new markets.

7. *Optimizes product development*: Informing product innovation and

improvement.
8. *Supports business growth*: Expanding market share, increasing
revenue.

9. *Enhances reputation*: Building trust, credibility, and a positive image.

10. *Encourages innovation*: Driving creativity, experimentation, and

progress.

11. *Facilitates communication*: Ensuring consistent messaging across

channels.

12. *Measures performance*: Tracking progress, adjusting strategies.

13. *Creates competitive advantage*: Outperforming rivals through

effective marketing.

14. *Supports customer retention*: Nurturing long-term customer

relationships.

15. *Fosters adaptability*: Helping businesses respond to changing

market conditions.

By recognizing the importance of marketing, businesses can allocate

resources effectively, develop successful strategies, and ultimately
achieve their goals.There was a problem generating a response. Please
try again later.

Chapter-2 : Guidelines >>>

1.. Scope of the project

The scope of marketing is vast and encompasses various aspects of
business and society. Here are some key areas:
1. _Product development_: Marketing influences product creation,
features, and innovation.

2. _Brand management_: Marketing builds, maintains, and evolves

brand identities.

3. _Customer engagement_: Marketing fosters relationships,

interactions, and experiences.

4. _Market research_: Marketing involves gathering insights into

customer needs, preferences, and behaviors.

5. _Competitive analysis_: Marketing analyzes competitors, their

strategies, and market positions.

6. _Digital presence_: Marketing encompasses online channels, social

media, and e-commerce.

7. _Advertising and promotion_: Marketing includes advertising, sales

promotions, and public relations.

8. _Pricing and revenue management_: Marketing determines pricing

strategies and optimizes revenue.

9. _Distribution and logistics_: Marketing ensures effective product

distribution and supply chain management.

10. _Customer service and support_: Marketing often oversees

customer service and support.

11. _Data analysis and performance measurement_: Marketing uses

data to measure performance and inform decisions.

12. _Strategic planning and goal setting_: Marketing contributes to

overall business strategy and goal setting.
13. _Innovation and entrepreneurship_: Marketing drives innovation and
entrepreneurial spirit.

14. _Social responsibility and ethics_: Marketing considers social and

environmental impacts.

15. _Globalization and international trade_: Marketing operates in global

markets and navigates cultural differences.

Marketing's scope extends beyond traditional business functions,

influencing various aspects of society, including:

1. _Social media and online communities_

2. _Popular culture and trends_

3. _Public policy and regulation_

4. _Environmental sustainability and social responsibility_

5. _Technology and digital transformation_

Marketing's scope is constantly evolving, and its impact is felt in many

areas of business and society.
2..Expected outcomes of Marketing
The expected outcomes of marketing include:

1. *Increased brand awareness*: Establishing a strong brand identity

and recognition.

2. *Lead generation*: Creating interest and inquiries from potential

customers.

3. *Conversion and sales*: Driving purchases and revenue growth.

4. *Customer engagement*: Building relationships and loyalty with

customers.

5. *Market share growth*: Expanding the customer base and increasing

market share.

6. *Competitive advantage*: Differentiating the brand and establishing a

unique market position.

7. *Revenue growth*: Increasing sales and revenue through effective

marketing strategies.

8. *Customer retention*: Retaining existing customers and reducing

churn.

9. *Brand loyalty*: Building a loyal customer base that advocates for the
brand.

10. *Data-driven decision-making*: Using data and analytics to inform

marketing strategies and optimize performance.
11. *Increased website traffic*: Driving traffic to the website and online
platforms.

12. *Improved customer insights*: Gaining a deeper understanding of

customer needs and preferences.

13. *Enhanced customer experience*: Creating a positive and

memorable customer experience.

14. *Increased social media presence*: Building a strong social media

presence and community.

15. *Improved brand reputation*: Establishing a positive brand reputation

and managing online reviews.

16. *Increased partnerships and collaborations*: Forming strategic

partnerships and collaborations.

17. *Market expansion*: Entering new markets and expanding the

customer base.

18. *Product development*: Informing product development and

innovation.

19. *Increased customer lifetime value*: Increasing the value of each

customer over their lifetime.

20. *Return on investment (ROI)*: Achieving a positive return on

investment for marketing campaigns.

These outcomes help businesses achieve their marketing goals, drive

growth, and succeed in a competitive market.
3…Stage Of Project Marketing

The stages of marketing typically include:

1. *Market research*: Gathering data and insights about the target

audience, industry, and competitors.

2. *Target market segmentation*: Identifying and selecting a specific

group of customers to focus on.

3. *Positioning*: Defining the brand's unique value proposition and

differentiating it from competitors.

4. *Marketing mix development*: Creating the marketing mix (4Ps):

Product, Price, Place, and Promotion.

5. *Product development*: Designing and refining products or services to

meet customer needs.

6. *Pricing strategies*: Determining the optimal price for products or

services.

7. *Distribution and logistics*: Managing the flow of products or services

to customers.

8. *Promotion*: Communicating with customers through advertising,

sales promotions, and public relations.

9. *Advertising*: Creating and disseminating paid messages to promote

products or services.

10. *Sales promotion*: Offering incentives to encourage sales and drive

revenue.
11. *Public relations*: Building and maintaining a positive brand image
through media and stakeholder engagement.

12. *Digital marketing*: Leveraging digital channels like social media,

email, and search engines.

13. *Performance measurement and analysis*: Tracking and evaluating

marketing performance using data and analytics.

14. *Budgeting and resource allocation*: Allocating resources and

budget to support marketing initiatives.

15. *Marketing optimization*: Continuously refining and improving

marketing strategies based on data insights.

These stages are not linear, and marketing teams often iterate between
them to achieve marketing goals and drive business success.

Chapter:- 3

1… History Of Marketing :
The history of marketing can be traced back to the early 20th century,
with several key milestones and evolution of marketing concepts and
practices over the years. Here's a brief overview:

1. _Early days (1900s-1940s)_: Marketing emerged as a distinct

business function, focusing on sales, advertising, and distribution.

2. _Post-WWII (1940s-1960s)_: Marketing became more sophisticated,

with the introduction of market research, consumer behavior studies, and
the marketing mix (4Ps) concept.
3. _Marketing revolution (1960s-1980s)_: Marketing evolved to focus on
customer needs, wants, and satisfaction, with the rise of consumerism
and the introduction of new marketing theories and models.

4. _Digital age (1980s-2000s)_: Marketing adapted to the digital

revolution, with the emergence of internet marketing, e-commerce, and
digital channels.

5. _Social media era (2000s-present)_: Marketing transformed to

embrace social media, content marketing, and data-driven marketing,
with a focus on customer engagement, experience, and personalization.

6. _Modern marketing (present day)_: Marketing continues to evolve,

incorporating new technologies like AI, machine learning, and analytics,
with a focus on customer-centricity, sustainability, and social
responsibility.

Some key figures who contributed to the development of marketing

include:

1. _Philip Kotler_: Known as the "father of modern marketing," Kotler

introduced the marketing mix (4Ps) concept.

2. _Peter Drucker_: Drucker emphasized the importance of customer

satisfaction and marketing's role in driving business growth.

3. _David Ogilvy_: Ogilvy, a pioneer in advertising, introduced the

concept of segmentation, targeting, and positioning (STP).

4. _Seth Godin_: Godin popularized permission marketing, emphasizing

customer consent and engagement.

5. _Gary Vaynerchuk_: Vaynerchuk championed digital marketing, social

media, and content marketing.
These individuals, along with many others, have shaped the marketing
landscape, and their ideas continue to influence marketing strategies
and practices today.

2..Current State of Marketing :

The current state of marketing is constantly evolving, with several trends
and technologies shaping the industry ¹ ². Here are some key aspects of
the current state of marketing:

- *AI in Marketing*: AI is driving marketing industry growth, with 64% of

marketers already using it and 38% planning to start in 2024 ². AI is used
for data analysis, research, content creation, and personalization.

- *Social Media*: Social media is the highest ROI marketing channel,

with 43% of marketers using it ². Facebook, Instagram, and YouTube are
the most popular platforms, and short-form video content is gaining
traction.

- *Content Creation*: Content creation is a crucial aspect of marketing,

with 85% of marketers saying that generative AI has changed how they
create content ². AI is used for brainstorming ideas, repurposing content,
and writing basic copy.

- *Influencer Marketing*: Influencer marketing is effective, with 86% of

marketers saying it was effective for their company in 2023 ². Micro-
influencers are becoming more popular, as they can engage with tight-
knit and loyal communities.

- *Privacy*: Privacy is a concern, with 60% of marketers sharing

concerns that AI can harm their brand's reputation through bias,
plagiarism, or misalignment with brand values ². Marketers need to
ensure that they are using AI ethically and transparently.

- *Personalization*: Personalization is more important than ever, with

77% of marketers saying that AI helps them create more personalized
content ². Marketers need to use data and AI to deliver personalized
experiences to their customers.

- *Efficiency*: Efficiency is a key aspect of marketing, with 84% of

marketers saying that AI helps them create content more efficiently ².
Marketers need to use AI to automate repetitive tasks and focus on high-
value tasks.

Would you like to know more about the current state of marketing?

Chapter: - 4

1…Formatting of Report:
The formatting of marketing refers to the organization and presentation
of marketing materials, such as text, images, and other visual elements,
to effectively communicate a message to the target audience. Here are
some key aspects of marketing formatting:

1. *Visual Hierarchy*: Organizing elements in a clear and logical order to

guide the viewer's attention.

2. *Typography*: Choosing fonts, sizes, and styles to convey the

message and brand identity.

3. *Color Scheme*: Selecting colors that align with the brand and evoke
the desired emotions.

4. *Imagery*: Using images, graphics, and videos to support the

message and capture attention.

5. *Layout*: Arranging elements in a way that creates a clear and

concise narrative.

6. *White Space*: Using empty space effectively to create a clean and

uncluttered design.
7. *Branding*: Incorporating consistent branding elements, such as logos
and tone, to reinforce the brand identity.

8. *Storytelling*: Using narrative techniques to engage the audience and

convey the message.

9. *CTA (Call-to-Action)*: Prominently displaying a clear and actionable

message to drive conversions.

10. *Mobile Optimization*: Ensuring marketing materials are accessible

and readable on various devices.

11. *Accessibility*: Following accessibility guidelines to ensure marketing

materials are inclusive.

12. *Cultural Sensitivity*: Being mindful of cultural differences and

avoiding insensitive or offensive content.

By considering these aspects of marketing formatting, businesses can

create effective and engaging marketing materials that resonate with
their target audience.

Chapter:-5
1..Aim and objectives of the Study
The aim and objectives of marketing are to identify, communicate, and
deliver value to customers, ultimately driving business growth and
revenue. The primary aim of marketing is to create a mutually beneficial
exchange between the organization and its customers.

Objectives of Marketing:
1. _Identify target audience_: Understand and segment the target
market to tailor marketing efforts.

2. _Create brand awareness_: Establish a unique brand identity and

build recognition.

3. _Generate leads_: Drive interest and inquiry from potential customers.

4. _Convert sales_: Encourage purchases and drive revenue growth.

5. _Build customer relationships_: Foster engagement, loyalty, and

retention.

6. _Differentiate from competitors_: Establish a unique market position

and competitive advantage.

7. _Inform product development_: Provide customer insights to guide

product innovation.

8. _Support business objectives_: Contribute to overall business goals,

such as revenue growth and market share expansion.

9. _Measure and optimize performance_: Continuously evaluate and

refine marketing strategies using data and analytics.

10. _Enhance customer experience_: Deliver a consistent, positive

experience across all touchpoints.

By achieving these objectives, marketing plays a vital role in driving

business success, revenue growth, and long-term sustainability.
Chapter:-6
1.. Research Methodology
The research methodology of marketing involves various techniques and
approaches to gather and analyze data, identify patterns, and inform
marketing strategies. Here are some common research methodologies
used in marketing:

1. *Survey Research*: Collecting data through questionnaires,

interviews, or online polls.
2. *Experimental Research*: Testing cause-and-effect relationships
through controlled experiments.

3. *Secondary Research*: Analyzing existing data from sources like

industry reports, academic studies, or government statistics.

4. *Qualitative Research*: Exploring attitudes, opinions, and behaviors

through focus groups, interviews, or observational studies.

5. *Quantitative Research*: Analyzing numerical data through statistical

methods to identify trends and patterns.

6. *Customer Insights*: Gathering data through customer feedback,

reviews, or social media analysis.

7. *Competitor Analysis*: Analyzing competitors' strengths, weaknesses,

and strategies.

8. *Market Segmentation*: Dividing the market into distinct groups based

on demographics, needs, or behaviors.

9. *SWOT Analysis*: Identifying internal strengths and weaknesses, and

external opportunities and threats.

10. *Data Analytics*: Using statistical tools and techniques to analyze

large datasets and inform marketing decisions.

11. *Marketing Intelligence*: Gathering and analyzing data from various

sources to support marketing strategies.

12. *Customer Journey Mapping*: Visualizing the customer's experience

across touchpoints and interactions.

13. *Conjoint Analysis*: Understanding customer preferences and trade-

offs through statistical analysis.
14. *Social Media Listening*: Analyzing social media conversations and
sentiment.

15. *Ethnographic Research*: Studying customer behavior and culture

through observational methods.

By employing these research methodologies, marketers can gain

valuable insights into customer behavior, preferences, and needs,
ultimately informing effective marketing strategies.

Chapter:-7
Observation
Observations of marketing include:

1. _Changing consumer behavior_: Consumers are more informed,

connected, and empowered than ever before.

2. _Rise of digital marketing_: Digital marketing channels are

increasingly popular, and businesses are shifting their focus towards
online marketing.

3. _Importance of data_: Data analytics and insights are driving

marketing strategies and decision-making.
4. _Personalization_: Customers expect personalized experiences, and
marketers are using data and technology to deliver targeted messages.

5. _Omnichannel marketing_: Customers interact with brands across

multiple channels, and marketers are working to provide a seamless
experience.

6. _Content marketing_: High-quality content is crucial for attracting and

engaging with customers.

7. _Influencer marketing_: Partnering with influencers to reach new

audiences and build credibility.

8. _Sustainability and social responsibility_: Consumers expect brands

to prioritize social and environmental responsibility.

9. _Technology advancements_: AI, AR, and VR are changing the

marketing landscape.

10. _Customer experience_: Marketers focus on delivering exceptional

customer experiences to drive loyalty.

11. _Measuring and optimizing_: Marketers rely on data to measure

performance and optimize marketing strategies.

12. _Increased competition_: The marketing landscape is increasingly

crowded, making it harder to stand out.

13. _Marketing automation_: Automation is streamlining marketing

processes and improving efficiency.

14. _Accountability and ROI_: Marketers face pressure to demonstrate

ROI and justify marketing spend.

15. _Collaboration and integration_: Marketing teams work closely with

other departments to achieve business goals.
By observing these marketing trends and insights, businesses can stay
ahead of the curve and develop effective marketing strategies to reach
and engage their target audience.

Chapter:-8
Data analysis and Interpretation
Data analysis and interpretation are crucial steps in marketing research,
allowing marketers to extract insights from data and inform their
strategies. Here are some key aspects of data analysis and
interpretation in marketing:

1. _Data visualization_: Presenting data in a clear and concise manner

using charts, graphs, and other visualizations.

2. _Statistical analysis_: Applying statistical techniques to identify trends,

patterns, and correlations.

3. _Data mining_: Discovering hidden patterns and relationships in large

datasets.

4. _Predictive analytics_: Using data to forecast future customer

behavior and preferences.
5. _Segmentation analysis_: Dividing data into distinct groups based on
demographics, behavior, or preferences.

6. _Regression analysis_: Examining the relationship between variables

and identifying drivers of customer behavior.

7. _Customer journey mapping_: Visualizing the customer's experience

across touchpoints and interactions.

8. _Sentiment analysis_: Analyzing customer sentiment and opinions

through text analysis and social media listening.

9. _A/B testing_: Comparing the effectiveness of different marketing

strategies or tactics.

10. _ROI analysis_: Measuring the return on investment for marketing

campaigns and strategies.

11. _Data quality assessment_: Ensuring data accuracy, completeness,

and reliability.

12. _Data integration_: Combining data from different sources to gain a

comprehensive understanding.

13. _Machine learning_: Using algorithms to identify patterns and make

predictions.

14. _Marketing mix modeling_: Analyzing the impact of marketing

variables on business outcomes.

15. _Dashboard reporting_: Presenting key performance indicators and

metrics in a clear and concise manner.

By applying these data analysis and interpretation techniques, marketers

can uncover valuable insights, optimize their strategies, and drive
business growth.
Chapter:-9
Discussion
We can’t discuss marketing trends without AI. With image generators,
content generators, and video generators, among other tools, AI is
driving a great deal of marketing industry growth.

In fact, it is quickly becoming the ultimate marketing assistant, with 64%

of marketers already using it and 38% of others planning to start in 2024.

Sean Downey,Google's President of the Americas and Global Partners,

believes AI will be the single biggest trend in 2024
In this post, he told HubSpot, “It should come as no surprise that in
2024, the biggest marketing trends center around the possibilities of AI.
Today, marketers face pressing challenges to navigate evolving
consumer expectations and consumption habits in today's media
landscape, which is fragmented and shifting dramatically — all while
delivering business outcomes more efficiently.”
He adds, “The AI opportunity is coming at a time of transformation for
everyone, including marketers. In fact, in addition to connecting brands
and products to people, more than ever before, marketers need to be
growth drivers for their companies.”
Things get interesting when we look at how marketers see AI being used
— 60% say it will act as an assistant that helps them with their job
duties, while 20% see AI primarily taking over menial tasks.
85% of marketers say generative AI has changed how they will create
content in 2024 and 63% say that in 2024, most content will be created
at least in part with the help of generative AI..

Chapter:-10**
Conclusion and Recommendations
Recommendation
Campbell’s is a most-loved brand in the food category as it is healthy
canned food and there are still plenty of consumers who care about it
and love it. However, Campbell’s have suffered a disconnect between its
offering and what customers desire to buy. Customers are turning away
from processed foods in favour of healthier alternatives. Campbell’s has
been in decline for four years in a row, owing to changing consumer
tastes. This happened because of their CEO Morrison and the board of
directors’ poor decision making. Morrison failed to recognise Campbell’s
customers' changing tastes, and she missed an opportunity to capitalise
on the firm's fundamental competencies to position the company for
growth [ CITATION Bri18 \l 2057 ].

I would recommend that Campbell’s needs to give more attention to

customer preferences and tastes in the future hence customers would
not run away and stick to their favourite Campbell’s canned food
because customers' response to a product is very important in order to
achieve a company’s goals. Campbell Soup still has a lot going for it,
and with the right ideas, strategies and execution, it might be able to
reclaim its former glory.

Conclusion
In conclusion, Campbell’s has used all the customer-driven marketing
strategies in their company’s activities to meet the expectations and
needs of customers. These strategies are a framework of actions to see
the progress toward the intended goal.
Campbell’s has succeeded in identifying attractive market segments
according to their customers’ preferences. Campbell’s segmented the
market based on variables such as age and generation, and regions and
states to serve their customer better. Moreover, Campbell’s chose a
good market-targeting strategy which is micromarketing specific to local
marketing. Choosing a targeting strategy depends on product variability
hence Campbell’s sell food canned with variabilities such as chicken
noodle soup, cream of mushroom soup, tomato soup and others.
Campbell’s has shown a great job on marketing positioning too.
Choosing the positioning is often easier than implementing because
establishing or changing a position
usually takes a long time but Campbells manage to handle it by
maintaining consistent performance and communication within the
company.

Bibliography

May 30, 2018 P. W. B. D. N. A. (n.). Can new strategies keep Campbell

Soup from going cold? Knowledge@Wharton. Retrieved December 17,
2021, fromknowledge.wharton.upenn/article/campbells-can-rebound

Ladd, B. (2018, August 30). Campbell Soup at a crossroads: What the

company must do now. Forbes. Retrieved December 17, 2021, from
forbes/sites/brittainladd/2018/08/06/campbell-soup-at-a-crossroads-
what-the-company-must-do-now/?sh=4098f5db551d

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