Marketing Report

This marketing report analyzes the cosmetic and beauty product industry, focusing on market size, competitor profile, and the role of marketing functions. It evaluates the effectiveness of a marketing campaign and provides recommendations for improvement, emphasizing the importance of aligning strategies, analyzing competition, providing value, building relationships, and setting clear goals.

MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Reviewing the market, focusing on market size, the organisation’s share and its competitor
profile:.........................................................................................................................................1
1.2 Role of the marketing function and activities:......................................................................2
TASK 2............................................................................................................................................4
2.1 Evaluating the effectiveness of a marketing campaign within own organisation:................4
2.2 Recommendations to improve the effectiveness of a marketing campaign:.........................4
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Marketing refers to the process of delivering a service or product in the market, which
can include advertising, campaigning, etc. The management team of the marketing department
tries to get the attention of the consumers by applying different strategies like new packaging of
the product, celebrity endorsement, etc. In marketing, four P's are very important which are,
Product, Place, Price and Promotion. This report will lay emphasis on the review of the market
in which the organisation is operating. Moreover, it will focus on market size and its competitor
profile. It will also describe role of marketing function. It will also evaluate the effectiveness of a
marketing campaign and how to improve the effectiveness of a marketing campaign of the
organization.
TASK 1
1.1 Reviewing the market, focusing on market size, the organisation’s share and its competitor
profile:
Cosmetic and beauty product industry is one of the largest sector in the world. Overall
sales of the cosmetic industry are largely affected by the economic growth of the country. There
is always a great fluctuation in this industry because the growing usage of cosmetic products by
both women and men. The changing trends in cosmetics have also contributed in it. Cosmetic
industry is very vast, it can be sub-divided into different parts such as, face products (e.g.
foundation, concealer, etc.), lip products (e.g. lipsticks, lip-bam, etc.), eye-make up products (e.g.
eye liners, eyebrow pencils, mascara, etc.) and so on. Increase in the interest for vegan, organic
and natural beauty products will affect the existing trends in cosmetic product (Al-Dmour, H.
and et.al. 2016). Change in lifestyle of the people, demand of skin and sun care products, growth
in global economics, etc all these factors encourages the organization to grow in the market.
There is a great competition in the cosmetic sector as many new industries have evolved
over the past few years. Companies like Bobby Brown, Mac cosmetics, Dior, Estee Lauder etc.
are some brands which are popular among people. Company “X” has a good relationship with
other cosmetic companies like, Unilever, L'Oreal. It has his own brand of cosmetic known as
“Collection 2000” in their portfolio, which was added in 2011. Now the company is trying to
expand its market in China's cosmetic market because Chinese market is the fastest growing in
cosmetics sector. This expansion will help them to increase their sales as well as their customers
in this field. Expansion of “Collection 2000” product line in the Chinese market will start from
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the beauty retail shops present in supermarkets and hypermarkets (Armstrong, G. and et.al.
2015). After successful implementation in these shops, online retail shop will be offered to the
consumers. Market share is the percentage of companies total sales earned in a specific time
period. It is important for the company to increase its product's sale in the market and improve
profitability. They can try to expand it, either by lowering prices of the product by advertising or
introducing new or different products in the market. This will lead the competitor to get
pressurized.
Company “X” vision is to to become a leading Cosmetic Brand. The strategies which the
company is using are, Their high quality of products they are offering to the consumers.
Company has a strong financial position and are focused on their customers to deliver good
service.
Some competitors in cosmetic industries are P&G, Beiersdorf, MAC, Revlon, Olay, Avon, etc.
which are good brand in the market. All these industries are trying to make new and better
products as compared to other company's product. So, it becomes difficult for company “X” to
come up with new products every now or then in the market. Expanding their business in the
China will help it a lot to build customers to buy their products (Babin, B.J. and Zikmund, W.G..
2015). Trading group which is already working in China will help the company to enter in
Chinese market. IDS group will do the logistic and distributional work in china as they have
good relation with the retailers of “Collection 2000” product. The monitoring and coordination
will be done “Asian counterpart” of company “X”. All these factors will help the company to
successfully establish their business in the cosmetic industry of Chinese market.
1.2 Role of the marketing function and activities:
Marketing functions and activities plays an important role for the company to build its
name in the market. It helps in establishing relationships between customers and company. The
marketing function is also tasked with branding of the company's participation in public
activities, advertising and customer interaction through feedback collection. All these factors are
interrelated with each other and needs to be worked together. If any of the function is not doing
its job, the other functions may get affected (Baker, M.J. 2016). Marketing orientation
determines all strategic decisions of company, which are directed towards creating customer
value. There are many factors which affect the role of the marketing functions and activities of
the company such as,
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 Research: It's about gathering information regarding the product and their concerned
customers. Market research is important for the company to come up with new and
innovative ideas in the market.
 Setting Prices: Providing products with appropriate price will make the customers to buy
company “X” product in huge amount which will provide them long-term profitability.
 Service or Product Management: Service or product which company is providing should
be better in every aspect. This will make customer build trust on company's brand.
 Promotional Channel: Promoting the product is the key element in marketing functions
and activities. Promotions can be done by several ways such as, through advertising in
television, newspaper, radio channels etc. Through organising different promotional
campaigns and events in the city which will aware the customers about the new and
existing products of the company is also one of the ways for the same.(Malhotra, N.K.
and Peterson, M. 2014).
 Financial Management: It is important to have enough budget to orgasize any marketing
activity. Proper financial support will help the company to set up more events for their
promotion.
 Packaging and Labelling: Good and proper packaging of the products helps to attract
customers towards them.
 Branding: Each producer or seller tries that his product should have some unique
qualities giving advantages in branding company's name. In branding any product,
company should make sure that it is totally different from the existing one in the market.
 Distribution: Distribution of the product to the customer is an essential step in marketing.
It has to be done properly and efficiently. If the customer is not able to get the product, it
will make a negative impact of the company.
Marketing strategies, functions and activities greatly affect the company's name in the market.
This will help in creating customer loyalty towards the product and maximising its sale
(Chetan, K. and et.al. 2015). A well- implemented marketing functions and activity consists of
a well-developed plan to inform the customers about the products and persuade them to avail
that product. Through these activities, company “X” is able to understand their needs and
interests.
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TASK 2
2.1 Evaluating the effectiveness of a marketing campaign within own organisation:
Marketing effectiveness is the process in which the company's marketer measures the
effects of its market strategy which has been applied by him in the market for the promotion of
company. This can be helpful in achieving both long and short term results for the company.
Measuring of effectiveness of a marketing campaign is done to understand the impact of the
campaign, does it worked well in the market, etc. Measuring the impact allows the marketers to
determine the success of the effort and justify the costs involved by the company (Fatima, S. and
Lodhi, S. 2015). There are several steps involved in the marketing campaign, as follows,
 Step-1 : The first step of the marketing campaign is the planning. Once the marketing
campaign is planned, then next step is to decide which method are used to track its
effectiveness.
 Step-2: The second step involves to choose a proper channel through which the campaign
is going to happen. Through this, it becomes easy for the company to promote its name
and product in the market (How to Run a Successful Marketing Campaign. 2015). It can
be done through many ways, such as- electric media including TV, radio and print media
involving use of newspaper, posters, along with social media for like Facebook, twitter
and so on.
 Step-3: Measuring the Campaign: Once all the planning is done by the company, tracking
and measuring the marketing campaign will be done (Kotler, P. 2015.). All the major
social media sites help to track the effectiveness of the posts and other messages that
have been put on it. This is done by making a dedicated web page on the site. Setting up
tracking URLs is a good way of doing this type of thing.
It is beneficial for the company to measure the effectiveness of the marketing campaign as this
will lead the company to bring out new and unique products in the market. This ensure in
maintaining the brand name of the company. Campaigning helps to deliver information to the
customer about the different products and services company is providing to them. This will
increase the customer rate of the company (Malhotra, N.K. and Peterson, M. 2014).
2.2 Recommendations to improve the effectiveness of a marketing campaign:
Marketing is a constantly evolving and changing field. Talking about the cosmetic
industry, it's very important for the company to follow the new trends and fashion coming in this
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field. As updating the beauty products with time to time interval will help to glue the customers
to their products only and not purchasing competitor's products. There are several
recommendations through which the company can improve the effectiveness of their marketing
campaign. These are as follows:
 Align Strategies: Making proper strategies for the campaign is very important for the
company to follow. The best way to develop and execute a successful marketing
campaign is to align the marketing strategy with the business strategy (McDonald, M.
and Wilson, H. 2016). Next step is to develop strategies for the functional areas within
marketing. Alignment not only gets everyone on the same page but also increases the
efficiency. It also significantly increases the odds of helping the business to meet or
exceed its goals.
 Analysing the competition: Analysing what the competitor is up to before applying any
marketing strategy into the market is the key to success. Company should always have a
keen knowledge of their competitors.
 Provide Value: By providing value to the customer or audience - through content, offers,
and support – company can change the views and gain significant competitive
differentiation in the market. As a bonus, more valued the customers will feel, more
likely to be a chance that they will recommend the brand to other customers, friends,
family, colleagues, and others as well (Nyuur, R., Brečić, R. and Simintiras, A., 2016).
 Build relationships: For a successful marketing campaigning, building relationship with
the customers is the most important part. This will help company to gain popularity
among the people and will able to sell more products. It also helps in building long-term
relationship. Company should give priorities to their old and loyal customers. Showing
customers that company is truly caring about the products they are introducing in the
market.
 Setting Goals: Every marketing campaigning have a specific objective that contributes to
the success of the overall plan. Company's business goals should have to be realistic.
Reviewing, measuring, tracking and adjusting the campaigns should be done periodically
to check whether it is going smoothly or not and if not than what are the measures which
can be taken by the company to tackle that situation accordingly. (Tengilimoglu, D.,
Atilla, E.A. and Dursun-Kilic, T.).
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 Focus on the Customer: Before planning any marketing campaigning, focus should be
kept on the targeted customers. This will help in successful campaigning. Calculating the
positive and negative aspects of the customers will help to plan accordingly.
These are some factors which can be kept into consideration to improve the effectiveness of a
marketing campaign. For any company to successfully establish in the existing market, it's very
important to have a good knowledge of that market and about their competitors (Malik, K.,
2015).
CONCLUSION
From the above it can be concluded that, marketing campaigning is very important for the
company “X” to stay in the market. As it will aware the customers about their product and
services they are giving them. This report also elaborates topic like for expanding their business
in Chinese market, its very important to do research work of the Chinese market in order to
successfully establishing there. Company “X” has good relationships with domestic and foreign
suppliers which will help them gain popularity. They also have highly qualified and skilled
employees in the organization. This report summarizes the concept of marketing, and why it is
important for the company to apply a good marketing strategy plan in order to sustain in the
market and increase their customer rate for long term profitability. And also giving some
recommendations to increase and improve the effectiveness of the marketing campaigning
strategies.
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REFERENCES
Books and Journals
Al-Dmour, H. and et.al. 2016. Factors affecting the effectiveness of cause-related marketing
campaign: moderating effect of sponsor-cause congruence. International Journal of
Marketing Studies. 8(5). p.114.
Armstrong, G. and et.al. 2015. Marketing: an introduction. Pearson Education.
Babin, B.J. and Zikmund, W.G.. 2015. Exploring marketing research. Cengage Learning.
Baker, M.J., 2016. What is marketing?. In The Marketing Book. pp. 25-42. Routledge.
Chetan, K. and et.al. 2015. Campaign management user experience for creating and monitoring
a campaign. U.S. Patent Application 14/175.783.
Fatima, S. and Lodhi, S., 2015. Impact of Advertisement on Buying Behaviors of the Consumers:
Study of Cosmetic Industry in Karachi City.
Kotler, P. 2015. Framework for marketing management. Pearson Education India.
Malhotra, N.K. and Peterson, M., 2014. Basic marketing research. Pearson.
Malik, K., 2015. The Balanced Scorecard and its Application to the Marketing Function.
McDonald, M. and Wilson, H., 2016. Marketing Plans: How to prepare them, how to profit from
them. John Wiley & Sons.
Nyuur, R., Brečić, R. and Simintiras, A., 2016. The Moderating Effect of Perceived Effectiveness
of Marketing Function on Network Ties–Strategic Adaptiveness Relationship. Journal Of
Small Business Management. 54(4). pp.1080-1098.
Ramli, N.S., 2015. Immigrant entrepreneurs on the world's successful global brands in the
cosmetic industry. Procedia-Social and Behavioral Sciences. 195. pp.113-122.
Tengilimoglu, D., Atilla, E.A. and Dursun-Kilic, T., 2016. The Effect of Market Orientation on
Performance of Private Hospitals: The Pivotal Role of the Marketing Function. In Let’s
Get Engaged! Crossing the Threshold of Marketing’s Engagement Era. pp. 117-117.
Springer, Cham.
Online
How to Run a Successful Marketing Campaign. 2015. Available through:
<https://www.thebalancesmb.com/how-to-run-a-successful-marketing-campaign-2948364>
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