Marketing Essentials Report

This report examines the roles and responsibilities of the marketing function, analyzes the marketing mix of different organizations, and presents a detailed marketing plan for Beauty Giant's new product, 'Forever Young,' outlining its mission, objectives, situational analysis, STP model, budgeting, and monitoring and controlling strategies.

Marketing Essentials

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
LO 1.................................................................................................................................................1
P1 The key roles and responsibilities of the marketing function...........................................1
P2 Roles and responsibilities of marketing function are significant to wider organisational
context....................................................................................................................................3
LO 2.................................................................................................................................................4
P3 The marketing mix of different organisation to the marketing planning process to achieve
business objectives.................................................................................................................4
LO 3.................................................................................................................................................7
P4 Marketing Plan for Forever Young...................................................................................7
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
The study involves the role and responsibilities of marketing function and how these are
beneficial in improving the overall organisation's performance thus the study is based on Beauty
giant which is a cosmetics company. It further discussed the marketing development plan of a
new product 'forever young' and how different organisation implement the components
marketing mix of in their organisations in order to promote and increase the sales of the
produces.
LO 1
P1 The key roles and responsibilities of the marketing function
Marketing can be defined as study on market to analyses needs of consumers and offering
satisfactory goods and services to buyers. It makes people aware with the actual feature of
products so that consumers take more interest in buying such services. One of the significant role
of marketing is to pursue research on the target audience. Research plays an important role by
studying the demand and buying trends of consumers. It also keeps a check on the existing
competition in the market.
The next essential role of marketing function is to collect market information regarding
customers needs and wants. It tries to evaluate the consumer buying behaviour. The information
also helps in studying the political, economical, social and legal environmental factors. Market
information is analysed and evaluated for successful decision making.
Another important responsibility of marketing function is product designing and
development. Product is designed in order to make it more appealable and attractive to the target
customers. Product designing involves developing the shape, size and style of the product.
Standardization and grading are considered the key responsibilities of marketing
function. Standardization refers to a process of production of goods at predetermined and
specified standards. Standardization is an assurance to met established quantity and quality.
Grading includes classification of products into different groups in regard to their attributes such
as size, shape, quality, weight, etc.
Marketing involves make the product and service appealable to public by attractive
packaging. Packaging refers to the designing of package to the product. It is an important pillar
of marketing function and serve as a protection to the product. Labelling is closely associated

with packaging. Labelling refers to the process of putting labels on the package. Packaging and
labelling both may be used as the tools of quality assessment by the customers (Massingham and
Pomering, 2017). Branding is an unavoidable role of marketing function. Branding is an activity
to distinguish the generic good name to a specific brand name. It allots a brand name to a product
to differentiate it from competitors product.
Physical distribution is a function of marketing and involves choosing channels of
distribution, inventory levels, transportation, warehousing and storage.
Transportation is an additional function of marketing. Only production of goods and
services is not necessary, it is important to deliver them to customers. Transportation involves
physical movements of goods from one place to another. Transportation of goods involves both
transporting raw materials and finished goods.
The exhibit tool of marketing function is promotion. Promotion refers to the process of
communicating the product related information to the customers and persuade them to purchase
the products. Promotion is used as a technique to attract new as well as existing customers by
using an appropriate promotion mix. Promotion Mix involves advertising, personal selling, direct
marketing, sales promotion and publicity to enhance the sales of the product.
The another function of marketing is to assess the risk and quality control. Risk
assessment involves studying the internal and external environmental factors that may affect the
sales of product in near future. Quality control is related to total quality management in the
production process of a product. Quality control is necessary to meet the product grading
standards in the market.
The ultimate role and responsibility of marketing is customer support and satisfaction.
Therefore, it is important to provide customer support services such as after sales services, credit
services, maintenance services, handling customer complaints, etc (Fan, Lau and Zhao, 2015).

P2 Roles and responsibilities of marketing function are significant to wider organisational
context
The success of an organisation depends upon its marketing ability. Effective marketing is
a never ending pursuit. Marketing research is important in collecting the keen knowledge of
market which helps the organisation in PEST analysis and developing market campaigns. It is a
major source to gain the knowledge regarding upcoming trends and competing products.
Gathering and analysing market information helps in efficient decision making and
support the operational activities of organisation. The analysis is significant to an organisation in
judging its strengths and weakness. Market information is a base to market planning and strategy
development.
Product designing and development makes the product attractive to the target customers
and helps in boosting sales of the organisation. An appealing product design provides a
competitive edge over other players in the market.
Standardization and grading aids in achieving uniformity and consistency in the product
produced. It also facilitates pricing decision as higher quality of goods attract higher prices.
Higher prices generates higher revenue for the organisation.
Packaging and labelling act as promotional tools for an organisation as it promotes the
quality of product. It plays an important role in differentiating one's product from that of
competitors.
Branding helps in building customer's loyalty and also promoting the product. It gives an
identity to the company and is beneficial for its long term growth. It influences customers in a
way to buy products (Rundh, 2016).
Physical Distribution assist in effective working of channels of distribution, inventory
control and warehousing. There is always a time gap in production and sale of goods, so
marketing function plays a major role in storing such goods until they are demanded.
Warehousing helps in regulating demands in case of contingencies and also helps in stabilizing
price fluctuations. It creates value for customer by providing right products at right time at right
price.

Promotion of product helps in circulating product related information to target market.
Promotion mix creates demand for product and it persuades buyers to buy products. It also
fosters healthy public relation of organisation with its customers.
Risk assessment helps an organisation for being prepared for unseen contingencies and
minimize the affect of potential threats on the concern. Quality control focusses on meeting
standards which stops government intervention in company's working. Quality products also
mark its presence against the competition. This results in increased returns and upliftment of
market share of the organisation.
A happy customer base is a pathway to success of an organisation. Customer support
services helps in acquiring, retaining and growing the intensity of customers. Customer
Satisfaction builds the goodwill of the organisation which ensures its sustainability in the future.
An organisation with happy and satisfied customers as its assets is able to earn more profit and
support the vision and mission of the organisation.
Therefore, it can be evaluated that marketing is the lifeline of any organisation and drives
business performance measures for customer satisfaction (Stead and Hastings, 2018).
LO 2
P3 The marketing mix of different organisation to the marketing planning process to achieve
business objectives.
Marketing planning is a systematic process which involves the assessments of various marketing
opportunities, that determines the objectives of marketing and plan for control and
implementation. Beauty giant has decided to launch its own product called “forever young”, the
company requires making a marketing plan. In the marketing planning process, the marketing
mix components plays an important role in developing the product and it is a significant tool for
developing a right marketing strategies and implementation through various effective
tactics(Campbell, Martin and Fabos, 2018). The elements of marketing mix are product,
promotion, price, place, people, process, physical evidence. Beauty Giant and Maybelline has
followed the marketing mix tools (7 P's) in order to define and review the key issues and
methods that can affect the marketing of its products.
7 P's of marketing mix Beauty Giant Maybelline
Product Beauty Giant has decided to Maybelline, a leading cosmetic

launch a new product “forever
young” after extensive
research. The product has
especially introduced for the
people with the age of above
35 which is basically their
target market. The company
uses strategies such as, they
develop their product with
natural ingredients and
essential oils and no chemicals
in it. The packaging of the
product is not attractive which
could not appeal the customers
to buy the product. The
company focus on its core
products only(Pike, 2015).
brand which has strong
presence across the globe
which focuses on providing a
wide range of products which
includes products for eyes,
lips, face, accessories. The
products they provide is for all
ages and are purely chemical
based. May belling has
adopted good packaging
strategies which could appeal
the customers to buy the
product. They focus on actual
product rather than core
products.
Promotion Beauty giant provide free
samples to the customers as
the product lies on the
introduction stage and the
company required to create a
high awareness level among
the target customers. Support
of Social media, digitalisation,
print media, and proving offers
like buy one get one used
effectively by the company bin
order to provide promotion to
their product. The product,
Beauty Giant is proving is for
In order to increase the sales,
Maybelline uses promotional
activities by giving
advertisements in the local
newspapers, by using social
media channels, online
advertisement, advertisements
on hoardings, digital
marketing, print media,
mailing their customers about
the offers and discounts etc.
these uses effectively in order
to promote the whole product
portfolio. They also invest in

the people who are above the
age of 35, so the company do
such advertisement which
could be easily noticed by the
target audience(Pike, 2015).
various events, beauty
pageants, shows for marketing
their brand.
Price The company has segmented
the “forever young” product in
a medium price range which
can be afforded by the middle
class family or customers and
no compromises has made in
the quality of the product and
this marketing mix strategy
help the brand to serve the
lower and middle class
customers with good quality
product(Malhotra, 2015).
Maybelline is considered as a
premium class product and
they target working class
women and urban females as
well as the young adults or
teenagers from the upper class
society. The prices are high as
the products are considered as
luxuries products, this
marketing mix strategy help
the brand to serve niche
customers with the high
quality product line.
People People or employee follows
informal way of dealing and
working win the organisation,
hence the employees are given
flexible working hours in order
to increase the efficiency and
productivity.
Maybelline provides a
structured base system of
working and dealing where
customers have fixed working
hours and they are provided
with a good salary.
Process In case of any queries, the
company have 12 hours
services where customers can
contact to the helpers by
calling or mailing them on the
Maybelline has 12 hours
helpline service platform
which can deals with the
customer's queries and any
problem related to the product

company's websites in order to
resolve their problem or
queries.
and they also provide their
customers to visit their nearest
stores of Maybelline in case of
replacement of the products.
Physical evidence Reassurance of the customers
purchase could get through
various techniques the beauty
giant have used such as: well
trained staff, packaging of the
product, customer's online
experience, impressive
buildings etc.
Maybelline has shopping
stores, well trained staff to
deal with the customers in the
Maybelline stores by doing
using personal selling
technique, well trained and
skills technical staff to deal
with the online shopping
websites in order to retain their
customers.
Place Beauty Giant sell their
products directly to their
customers as the company is
the direct supplier of many
other brands.
Maybelline do not sell their
products directly to the end
customers, they distribute and
sell their products through
retailers in mass market, malls,
supermarkets etc. The
company also sell through
online retailers(Pike, 2015).
LO 3
P4 Marketing Plan for Forever Young
The marketing plan for Forever Young can be explained in following steps :
Executive Summary
Marketing plan refers to the process of documenting marketing strategies and plans to hit
the target market. The study defines the marketing plan for the product of the company, Beauty
Giant. The company is launching their very own first product named Forever Young which is an

anti-ageing product targeting the market of 30 plus age group. The marketing plan will further
explain mission and objectives, situational analysis, budgeting, marketing mix, STP Model,
monitoring and controlling of the product plan.
Company overview
Beauty Giant is the most popular firm that offers wide range of cosmetic products to
consumers. Company has earned good position in this market and have generated huge revenues
by selling high quality products to consumers.
Current marketing Situational Analysis
Situational Analysis is a way to analyse the current position of Beauty Giant through
SWOT and PEST analysis.
PEST Analysis (External analyses)
Political Factors :
Labour laws will strengthen the employees
condition
Tax policies may increase tax burden
Political stability will boom the growth
Economic Factors :
Interest rates fluctuations
Inflation rate will affect the profitability of
the concern
Exchange Rate fluctuations
Social Factors :
Population growth rate will result in rise in
sales.
Product will be segmented according to
age groups distribution.
Pricing will be realistic in regard to the
income distribution.
Technological Factors :
Acquiring automation software
Update technology on annual basis
Outsourcing customer support services
Legal factor
Change in employment law, trade law
affect the working of beauty giant to great
extent.
Environmental factor
Eco friendly products are encouraged in
market but government has banned plastic
uses which creates issue for company.
Value chain analyses

Beauty giant buys raw material from good suppliers so that it can produce quality
products to consumers. If supply chain lead time is low, then it will help in improving inventory
turnover.
Beauty Giant pays more attention on research and development, that is the reason that
company offers high quality beauty products to consumers at reasonable rate. In order to
manage outbound logistic activities company developed own distribution channel and its own
retail stores sale the cosmetic good acros the world.
It uses both online and offline marketing tactics and also it concentrates on offering
immediate services to consumers. Flat organisation structure supports in retaining skilled people
in organisation for longer duration.
SWOT Analysis
Strengths:
 A pre-occupied market share
 High consumer base
 Huge Goodwill
 Strong economic condition
Weaknesses:
 Risk of return on investment
 Commercialization of a totally new
product
Opportunities:
 No initial competition
 Globalisation
 Technological advancement
Threats:
 Entry of new entrants
 External environmental risks
 Frequent change in trends
Mission and Objectives
Beauty Giant is a cosmetic company with an ambition to rise its market share and
become the market leader by launching its Forever Young product. It has set SMART (specific,
measurable, achievable, realistic and time-bound) goals which will be achieved over the next 12
to 18 months. These goals will be properly communicated to the marketing team members to
make the plan successfully implemented. The mission of the company is to increase its sales by
25% till the end of 2019.

Strategy
Ansoff matrix
Market penetration, development, product development and diversification are main
elements of this model. Beauty giant will concentrate on product development and market
development strategies. Both thes strategies will help in gaining attention of mass audience and
raising their interest towards the products. By this way firm will be able to meet with its
marketing objective.
STP Model (Segmentation, Targeting & Positioning)
Segmentation : The product will be segmented in tubes of small, medium and large
volume packs. Demographic segmentation will be used and it will target people on the bases of
their gender and age.
Targeting : Forever Young will be targeted to the individuals which are exceeding 30
years of age. Differentiated targeting will be used.
Positioning : The product will be positioned on in-store of Beauty Giants and will also be
made available on online platforms Quality positioning will be used, it will ensure offering high
quality cosmetic products to consumers.
Tactics & Action (7 P's)
To approach the target market, a suitable marketing mix is designed :
Product: The product will serve as an ultimate choice for customers by using a unique formulae
and will be first of its kind. The product will be customised for both men and women and will be
available in proper labelling and attractive packaging.
Place: The product will initially be sold inside the boundaries of UK. The product will also be
available at all the 50 branches of Beauty Giant. Furthermore, more stores will be setup into
prime and famous locations to raise the footfalls of customers.
Price: Beauty Giant will use skimming pricing strategies by entering the market with high price
and as and when market evolves, prices will be reduced to stay competitive.
Promotion: Beauty Giants will use non - traditional marketing techniques such as
unconventional public relations, viral marketing, email marketing, search engine marketing,
targeting blogs and social media marketing.
People: Employees will be given extra incentives and other additional bonuses; this will
encourage them to perform well.

Process: Consumers will be able to make direct contact with company through its official site.
And enterprise will give them immediate response.
Physical evidence: infrastructure and tag line of this products will be attractive.
Budgeting
Budgeting will involve allotment and apportionment of funds to the marketing team.
Beauty Giant will allocate an amount equal to 3 to 5 percent of their annual gross income on
marketing expenditure. An amount of 1000 pounds will be allocated for marketing expenditure
for the initial year. The budget will also facilitate the evaluation of potential return on investment
to determine the probability of success or failure of Forever Young (Davcik and Sharma, 2016).
Monitoring and Controlling
The marketing plan will be monitored by pursuing test marketing. Forever Young will be
tested for 30 days and if attracts the target customers, the production will be continued. The
process will be controlled by setting benchmarks of achievement (Cacciolatti and Lee, 2016).
Sales will be monitored, as it will be KPI for this marketing plan, by looking at sales figure it
will be identified whether plan is worthwhile or not. Test marketing will be used to monitor the
progress. By looking at revenue increased by firm company will recognise its achievement.
Conclusion
By implementing marketing development strategy and promotional tactics firm will be
able to meet with its marketing objective. It would support in raising sales of company to great
extent
CONCLUSION
From the above study, it can be summarized that the roles and responsibilities of marketing
function enhances the efficiency of the organisation and ensures its long term sustainability, and
the development plan helps the products to grow and sustain in the market. Also, the 7 P's of
marketing mix strategies supports the company in marketing the product and in building a strong
position in the market.
REFERENCES
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