The Role of Marketing in Modern Organisations

This article discusses the role of marketing in modern organisations and the importance of staying ahead of competitors. It explores the responsibilities of the marketing department and its relationship with other departments within the organisation. The article also provides insights into the marketing mix of two companies and a marketing plan for a new product launch.

Marketing and its Application

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Contents
Task 1.........................................................................................................................................1
The role of marketing in modern organisations.....................................................................1
Task 2.........................................................................................................................................3
Marketing plan........................................................................................................................3
Objectives...........................................................................................................................3
Mission and vision..............................................................................................................3
Situational analysis.............................................................................................................3
Marketing mix.....................................................................................................................4
Target segment....................................................................................................................6
Marketing strategy..................................................................................................................6
Budget for marketing..........................................................................................................7
Action plan..........................................................................................................................7
Monitoring and evaluation..................................................................................................9
Conclusion................................................................................................................................10
References................................................................................................................................11

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Task 1
The role of marketing in modern organisations
Modern day organisations are facing competitive environment and in such an environment it
is critical that firm chooses best marketing techniques so as to remain ahead of their
competitors. In this regards it is also critical for the Beauty Giant to make sure that they apply
different marketing techniques in such a manner that they remain ahead of the competitors
and most important it allows company to reach to its consumers and attract them so as to
make higher purchase (Simkin and Dibb, 2013). Marketing is understood as the study as well
as management of exchange relationships. It is considered to be as the business process of
making relationships with consumers as well as making efforts to satisfy them. In the
marketing concept, they focus on the consumers as it is one of the major components of the
business management. This concept illustrates that Beauty Giant must anticipate the wants
and needs of the potential customers and hence must be able to satisfy them more effectively
than their rivals. There are three main things that a firm should look upon they are needs,
demands and wants. Marketing department has different types of roles and responsibilities
which will be illustrated in this essay.
Roles and responsibilities of marketing function
Marketing function can be understood as the roles of the business firm that helps it in
identifying and find out potentially successful products for any specific market and then helps
in its promotions as well (Baker and Saren, 2016). There are different roles and
responsibilities of any marketing department which includes different marketing functions.
Marketing department has the role of doing the market research. This is necessary for
understanding the needs and demands of the market which in turn has an effect on the overall
organisational process. For example the Beauty Giant will have to analyse that what kind of
skin and health problems employees are facing and on the basis of it they need to design their
future products. In this process they have to ensure that they collect as many data as possible
from different sources so that they will have a better understanding of the market. Marketing
function has the responsibility to develop a product plan (Baines, Fill and Page, 2013). This is
totally done on the basis of the data being collected from the market research. In this
development of product plan it is critical that all the needs and requirements of the people are
addressed. It is also the responsibilities of the marketing function to put every department on
the same table and find out the best possible product to achieve their marketing objectives

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while keeping customer satisfaction on the higher side. Role and responsibility of the
marketing function to design a developmental process that could lead to could lead to
development of that specific product. It is also the roles and responsibilities of the marketing
department to ensure that promotions are done in such a manner that it is able to give
maximum return on investment and must enhance the overall sales of the firm (Lancaster and
Massingham, 2010). For instance Beauty Giant will choose social media and other digital
platforms to improve their position in the market. Selecting and implementing the best
mediums for promotions is highly essential for the firm so as to generate higher returns. It is
also having role to generate sales by reaching potential customers and turning them into an
actual customer. Higher sales can be easily achieved by the firm if they are able to target their
audience effectively. Its responsibilities also include improving the skills of the organisation
according to the requirement of the market. For instance if the beauty giant faces
technological changes in the industry, then marketing team can suggest the human resource
department to hire more technically advanced individuals. It also has responsibilities towards
finding new market opportunities so as to ensure sustainable growth within the firm can be
achieved. It is also the responsibility of the marketing function to maintain a healthy
communication with all their stakeholders (Purvis, 2015). This is critical for achieving the
desired goals within the firm and achieving higher marketing standards. It is also the
responsibility of the marketing function to find out the best supply chain routes and hence
ensure that most effective transportation model is adopted within the firm. Standardisation
and grading at the time of product development plan is critical for the firm and it is the
responsibility of the marketing function to achieve it. Marketing department also has
responsibilities towards the company as they had to ensure that company is moving towards
the goals and objectives they have set for them. Marketing department has a role in making
good bonds with customers and use proper communication channels to ensure that long term
relationship with the company. It is also the responsibility of the Beauty Giant to analyse
competitors and their approach to attract people. This is necessary for staying ahead of them.
Marketing department also has a role in managing the suppliers so as to ensure that the
products are delivered to the customers as per the things they have promised to them. Since
imaging plays a greater role in the company’s success hence it is critical that company make
healthy relationships with public as it is the image based on which Beauty Giant will portray
their products in the market.

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Along with this it is also critical that marketing department has good relations with other
departments. This is because it allows the company to move as planned. The strategic
decisions are made in accordance with other departments so as to ensure that products attain
maximum success. It also helps in organisation to improve their resource utilisation and also
ensures that the firm is able to communicate everything effectively. For instance strong
connection with production department will ensure that products meet the timeline they have
given to their customers.
Roles and responsibilities of marketing related to wider organisational context
There is a very close relationship among all the business units within the organisation.
Marketing department has to collaborate with all the departments in order to make sure that
they develop the products as per the capability of the organisation and the requirements of the
market. Due to this the roles and responsibility of the firm gets linked with different
departments within the organisation (Gamble, et al. 2011). Marketing department works with
research and development unit so as to adhere to its role of developing product according to
the market. For example, marketing department gives them the information about what needs
to be changed in the product based on which R&D department add new or old ingredients to
develop the products. Marketing function works with suppliers of Beauty Giant so as to
ensure that they receive raw materials according to the demand of the final product. The
marketing department also works with human resource department so as to let them
understand the requirements of Human resource within the firm. They provide HRM with an
idea that helps them in recruiting and selecting people as per the market demands. Marketing
function works with production department to make sure that the demand and supply gets
maintained (Ionita, 2012). For example if in any month marketing team thinks that there will
more demand from the side of the market then they can assist the production department to
make the changes accordingly. It also has its relationship with sales department where it
ensures that higher sales can be achieved. At the same time they also take feedbacks from the
customers on the basis of which they can redesign their marketing plan. Marketing
department also has its relationship with the finance department. Both the functions work
together to ensure that marketing activities are achieved under the financial constraints of
Beauty Giant. This is essential for enhancing the profits of the cited firm. This also includes
from where to find investors and partners while ensuring that quality remains their priority.
This interrelationship between marketing and other departments ensures that they work
towards development of the plan that ensures inclusive growth for the firm. It is the

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relationship among different departments which ensures that all the works gets completed on
time and according to marketing objectives and availability of resources with Beauty Giant
(Nguyen and Simkin, 2012).
Task 2
Marketing mix of two companies
Marketing mix is a tool which illustrates the way in which marketing can apply by the
organisation. 7 P’s for “Forever Young” of the Beauty Giant and Loreal’s product has been
illustrated:
Mix Beauty Giant Loreal
Product Forever young is a product that is
having an anti-ageing property. It
is a product that is having higher
quality and it is better than the
existing products in the market.
There is a use of natural
ingredients in the products rather
than chemicals. It is 100%
chemical free products accepts
that ones that are used for the
industrial purpose of protecting
the products. It has no side effects
of the cream on the skin and is
sold in three different sized tubes.
It can be used without medication
permission from doctors. It is a
type of product that has long term
orientation and can provide higher
profits to the company in the long
run.
This company offers a wide range of
products. They have four category of
products available with them i.e.
active cosmetics including brands
such as Inneov and Vichy; Luxury
products like Ralph Lauren;
professional products including
brands Mizani; consumer products
like Essie, Colorama.
Price The prices of the products are Because of the quality that is

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kept at the lower side when
compared with the competitor’s
product. This has been done by
the company to make its place in
the market. The price is approx.
3$. In the time when the
purchasing power of the people
has reduced, this is an effective
way to attract people.
delivered by L’Oreal, this company
has set premium pricing but at the
same time it also ensures that
reasonable pricing is done by the
company.
Place Since this company has stores
where they have been selling
products hence this company can
easily utilise this as an effective
source to reach as many people as
they can. Apart from this, Beauty
Giant must focus on selling
products through online mediums.
These sales can be done with the
help big and small e-commerce
companies such as Amazon and
Flipkart.
This firm has R&D in nations like
China, US, Japan and France and its
products are available in 130 nations
all across the globe. This company
sells its products with the help of
outlets, their own websites and also
has tie-ups with third party shopping
sites. This company has its
manufacturing plant in Pune,
Maharashtra.
Promotion Since this is the first product of
the company that it is producing
on its own hence it is critical that
firm utilise both traditional and
digital marketing to reach as many
people as possible (Wirtz, 2012).
It is critical that this firm utilises
digital marketing strategies as a
priority to reach to maximum
possible consumers. It can be
understood in terms of the fact
that the target audience of the
company is highly active on the
Premium promotions are being used
by the company. Effective
promotional taglines are used by the
company. Bigger personalities are
used for promoting the firm’s
product.

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digital tools especially on the
internet or the social media. Since
it is one of the fashion related
product hence utilising the
channels such as social media can
be effective for its fast growth.
Company should also give
exclusive offers to customers who
have been their regular customers
such as one plus one pricing.
people This Company needs to hire
trained and skilled labour force
that improves the overall sales of
the company and the same time it
ensures that they are able to add
value to their products. They have
placed highly capable people at
different levels of the
organisational structure to ensure
that smoothness gets maintained
in the organisational operations.
L’Oreal works with the people that
are highly skilled, knowledgeable and
are able to make sure that they add
value to the operations of the firm.
They are known for improving the
operational standards which is critical
for gaining success in the modern day
marketing.
Physical
evidence
“Forever young” is a product that
is sold by this company is
delivered to the customers as
promised. This product is tangible
in nature and provides the full
value for money to its purchasers.
Since people are very much conscious
about whether they are getting the
same value which they have been
getting or not. L’Oreal has been
successful over the years because its
physical evidence is much better than
most of the products offered by their
competitors.
Process The process that is being followed
by this company has been
designed according to the demand
of the industry. The use of
advanced technologies in the
This company has applied the most
effective processes in the industry in
different aspects. This includes higher
use of technology for its operations to
monitoring and measuring the

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manufacturing process has made
the processes easier and at the
same time it has ensured that the
cost of products remains to be on
the lower side. Each of the
ingredients in this anti-ageing
product has been selected after
research.
performance of the firm so as to
ensure that higher quality is delivered
to the end customers.
Marketing plan
Marketing plan is understood as an operational document that outlines the advertisement
strategies being used by the firm and the way in which it will be implemented to generate
leads and reach to its desired target market.
Objectives
 To reach to maximum possible customers with healthy skin care product and hence
making brand name in the anti-ageing industry.
 To be able to enhance the profits of the company by 25% in 1 financial year.
 To be able to establish themselves producer company rather than just be as a seller
company.
Mission and vision
The mission of the company is to become the best in the market by delivering quality
products and their vision is to change the way people think about themselves.
Situational analysis
In order to analyse the market, it is critical to analyse the situation of the market that can have
impact on the business operations. Some of the factors that describe the market condition for
the launch of this product are:
 Political: UK is experiencing a huge political turbulence and in this environment
finding a stable market for the company might be difficult for them. Government is
imposing higher taxes on the beauty products hence managing product rates on the
lower side might be a problem for the company (Brooks and Simkin, 2012).

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 Economic: The economic environment of the whole European region is not so good.
Since the purchasing power of the people is reducing hence it is critical for the
management to make sure that they select a pricing smartly such as bundle pricing or
say relieve on the pricing when somebody buys it through online risks (Lamb, Hair
and McDaniel, 2011).
 Social: People are becoming health conscious at the same time due to excessive stress
people are facing ageing problems. This provides an excellent opportunity for the
company to make debut in any product line.
 Technological: Since the use of technology is increasing at much faster rate hence it
has become critical for the management to ensure that they use technology in all their
business operations. This technological aspects needs to be handled in a proper
manner (Babin and Zikmund, 2015).
 Legal: The legal framework has become highly strict over the ant kinds of wrong
marketing practices. At the same time, it is also critical for the management to ensure
that no legal violations might occur in the development of the new products so that
company did not have to face any legal compliance.
 Environment: There is an enhancement in the way an organisation deal with
availability of resources. In the time when the resource constraints have increased it is
critical that this company manage the way in which raw materials are availed and in
the way they are dealing with their suppliers.
Marketing mix that tactically applies objectives is illustrated below:
 Product: The product of the company needs to be upgraded to next quality level and it
is essential to add more herbal ingredients in it. This will also have impact on
consumer perception and hence more sales can be generated.
 Price: Company needs to keep the prices on the lower side so as to ensure that their
prices lower than their competitors which can enhance the sales of the company
which is very much necessary for enhancing their attractiveness.
 Place: It is also critical that company uses more digital mediums to sell their products.
This was necessary for reducing the overall operational cost hence profits can be
easily enhanced by the firm.
 Promotions: For doing promotions company needs to use more social media and other
digital media platforms so as to enhance the visibility of the company. This will lead
to larger sales.

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 People: Company needs to train their employees so that they become more research
oriented. This needs to be done by the company seeking the demands in the industry.
Higher the skills of the individuals higher are their chance that it can help Beauty
Giant in achieving the objectives they have made for themselves.
 Process: Company needs to design their processes in such a manner that they would
be able to bringing more consumer satisfaction which will help them in becoming a
brand name.
 Physical evidence: This Company needs to improve the durability of their product as
it is necessary for becoming the first choice of the consumers.
Target segment
The target segment that can be defined for “Forever Young” is people in the age of 30s.
These are basically those people that love to remain fashionable and living in depression.
Since these people are at the verge of getting old hence are more conscious about their skins
and health.
Marketing strategy
In order to achieve all the business objectives it is critical that this firm applies marketing
strategies that are not only better than the competitors but are also creative in nature
(Lipsman, et al. 2012).
 Lower pricing: Selling products at lower prices than that of the consumers can be an
effective option in the time when the economic health of UK is not good (Hauer,
2011). This will act as one of the best sources for promotional pricing. The pricing
needs to be in such a manner that it improve the pace of penetration. For the first 1
million customers that purchase through online mediums, it can provide products at
further lower prices.
 Online channels use: It is crucial that firm uses different media channels to improve
the ways in which they are dealing with the customers and the ways in which they are
performing their operations. In the communication between different stakeholders
also there must be use of online platforms like social media and internet based tools
such as emails for making the communication more effective and faster (Shankar, et
al. 2011).
 Promotional strategies: The social media channels and the utilisation of technologies
such as internet marketing or mobile based apps are efficient in reaching to larger set

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of customers (Samiee, 2011). Promotional strategies such as giving other companies
product free with this companies product can be effective promotional strategy. Since
this company is seller of products of other companies from many years hence this will
not be a challenge for the company. Since most of the products are for the local
market hence it is essential that this firm takes utilisation of local media such as
newspapers and the fashion magazines for their advertisements.
 Financing strategy: Since it is new product and this company is new in production of
any product hence it is critical that this firm chooses efficient financing strategy
(Gupta, 2017). In this regards it is also essential that this firm makes a financial plan
where they give more money to the digital marketing schemes rather than traditional
marketing events.
 Communicational strategy: Since communication plays a critical role in the
management of marketing and has a critical role in the success of the marketing
campaign hence it is essential that a proper communicational plan needs to be ready
with the firm (Westwood, 2010). There must be formal channels designed to ensure
that there is no communicational gap between any of the stakeholders in duration of
implementation of marketing plan.
Budget for marketing
In order to make marketing plan successful it is critical that Beauty Giant looks for the
marketing budget that is reasonable and under firm’s financial margins. For the first two
years the marketing budget for the company is as follows:
Activities 1st year (In Dollars) 2nd year (In Dollars)
Direct marketing 17000 15000
Sales marketing 11000 20000
Traditional advertisement 43000 25000
Social media marketing 10000 11000
Digital marketing 6000 26000
Total 87000 97000

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Action plan
It is also critical that this company makes an action plan that ensures that all the things have
to be completed on time so as to remain competitive over the rivals (Constantinides, 2014).
Action plan ensures that there is no lagging in the overall marketing strategy hence they need
to be able to achieve it as per the marketing requirement.
Milestone Start Date End Date Description
Follow up with
marketing plan
and market
feasibility
research
2/3/2019 5/3/2019 In this phase all
the research
about the way in
which marketing
will be done and
the way in which
marketing plan
will be
implemented
needs to be done.
Suppliers
follow up
25/2/2019 11/3/2019 In this phase
understanding of
the supplier’s
base is done so
as to find that
whether
effective
suppliers are
available with
the firm or not.
Communication
framework
design process
8/42019 2/8/2019 In this process
there will be
design of
communication
plan and tool
that can be
helpful for

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making
communicational
process
effective.
Printing
materials
5/4/2019 18/6/2019 In this phase
materials will be
printed for
traditional
marketing
measures.
Construction of
digital media
plan
14/4/2019 7/6/2019 Digital
marketing
campaign needs
to be designed
with the help of
all digital
marketing tools.
Implementation
of marketing
plan
8/6/2019 31/12/2019 All the practices
that were
designed in the
above process is
implemented
Monitoring and
Evaluation
8/8/2019 Monitoring and
evaluation of
overall
marketing
practices has
been done by the
company. Based
on this
monitoring and
evaluation only
changes in the

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future marketing
plan needs to be
done.
Monitoring and evaluation
In the monitoring process there must be utilisation of technological resources so as to check
that every marketing metrics are designed accordingly. Based on the metrics like Return on
investment or profit margins, overall success of the marketing campaign can be measured. In
this process documenting each and every small thing is necessary (Garg, 2012). This is
critical for future references and evaluation of the whole marketing process. Departmental
managers need to be made the in charge of the overall monitoring and evaluation process.
Regular meetings to discuss the future activities have to be done. In this whole monitoring
and evaluation process attention must be given to the ways of marketing.
Conclusion
From the above based report, it can be concluded that Beauty Giant sells different company’s
product but since it is aiming to market first of its product hence an effective marketing plan
is required for achieving success. In this regards they must adopt the strategy of low pricing
and there must be utilisation of online resources in every active so as to make the campaign
more successful and for reducing the overall cost of the marketing. There must be use of
emails and technological channels such as social media so as to make the communication
effective. In the monitoring and evaluation process also each and everything should be
documented so as to measure the marketing metrics in an appropriate manner. Digital
marketing strategies and practices needs to be given more financial resources when compared
with traditional marketing strategies.
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