Marketing and its Application

This report analyzes the marketing function, comparing the marketing mix strategies of LO'real and Beauty Giant. It also includes a detailed marketing plan for Beauty Giant, outlining their objectives, situational analysis, segmentation, targeting, positioning, budget, and monitoring and controlling strategies.

MARKETING AND ITS
APPLICATION

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
TASK 1............................................................................................................................................3
P1. Key roles and responsibilities of marketing function:...............................................................3
TASK 2............................................................................................................................................5
P 2 Roles and responsibilities relating to organisation....................................................................5
TASK 3............................................................................................................................................6
P2.Compare the ways different company uses marketing mix........................................................6
TASK 4............................................................................................................................................9
P4. Marketing plan for an organisation............................................................................................9
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing is the process of developing relationship with the consumer and satisfying the need of
the customer by the product. Beauty Giant is the cosmetic selling company based and operate in
UK with around 50 branches located across the UK. In Task 1 Reports explains the roles and
responsibilities of marketing function. In Task 2 reports goes on to explain the roles and
responsibilities in wider context. In Task 3 Reports also highlights the different ways through
which companies applies the marketing mix and in the end reports shows the marketing plan of
the organisation.
MAIN BODY
TASK 1
P1. Key roles and responsibilities of marketing function:
The marketing department of every organisation plays an important role in achieving the mission
of the organisation. The main aim of the promoting the product is to make strategies for the
promotion of their product. They are engaged in planing various activities such as promotional
campaign, advertising strategies in order to draw the customer attraction towards the product.
Marketing department of a company is responsible for reaching to the customer, investors and
other member of society (Blythe, 2019).
Roles and responsibilities of marketing functions are:
Defining and managing brand : The company has to first clear the company's image to the
customer i.e., what the company is doing, which types of product and services they are offering,
and how the company represents itself. By providing such information the company clear the
image that what the customers will experience if they interact with the company. This can help
L’Oréal in attracting and retaining more consumers. It will assist them in creating brand equity.
(Boddy, 2016).
Conducting campaign: L’Oréal can also involve in conducting campaign to promote their ant-
ageing cream. an anti-ageing cream in order to promote the product the company should conduct
a campaign a campaign i.e., L’Oréal should fix the number that has to be achieved during the
campaign. The company should advertise its product using various medium such as TV, social
media platforms such as Facebook, Twitter and Instagram as to aware the large number of people
about the product which company is going to sell.
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Product marketing: The company should prepare printed material such as Boucher, flyers, sales
sheet etc., which contains the detail information about the product benefits in order to promote
the anti ageing cream and various other cream” to their customers.
Creating content for the search engine : The marketing department should make sure that the
site contains the information about their product and the department should ensure that the sites
should appear quickly when someone searches for the company and its product (Fan, 2015).
Use of social media: The marketing department should contribute to the content on the media
pages. The company can have an idea about the company's and its product image in the people
mind by keeping an eye on the social media that what people are talking about the new product
or the company.
Internal communication: The marketing department should ensure that the people in the
organisation understands the company's objectives and its priorities because if the employees and
member in the organisation is not clear that where they want to go and how they will reach there
the organisation cannot coordinate the resources of the organisation.
Market research: The marketing department of the L’Oréal should conduct an market research
in order to know its target customers and opportunities in the market. It will help the company in
knowing the advantages and disadvantages of the proposed decision for the product. By
conducting the research the company will get to know that how its new product will be perceived
in the market. The L’Oréal company marketing department should also conduct the research to
know about competitors in the market which will help the company to know that what they are
offering, and at what price the product is been provided to the customer, what else can the
company do to stand ahead of the competitors (Stead, 2018).
Having a knowledge about vendors and agencies in the market: The marketing department of
the L’Oréal should keep an eye on the agencies and vendors in the same industry. The agencies
such as print vendors, web providers, ad agencies etc. In order to do this marketing department
can take the help of social media, ask for feedback from customers, the company can attend the
conference meeting conducted by the industry which will help the company in knowing about
the vendors and agents in the market.
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TASK 2
P 2 Roles and responsibilities relating to organisation.
Market department has to take various responsibility for increasing the market share of the comp
may and also its contributes in the growth and profitability. As the L’Oréal company department
is wide which includes the marketing manager, director and marketing executive which are
responsible for executing the various functions of marketing .And it is very important to know
the position of the company in these competitive world. And its also helps in identified the
mistake in order to avoid making the same thing on repetitive basis (Priya, 2016).
Various roles and responsibilities of marketing department of L’Oréal company are:
Finance: Finance play a major role in marketing on which the growth and profit of It is
dependent. The department wants to produce great result in future than the organisation has to
integrate with finance. the finance and marketing departments must work together to increase
market share and improve the bottom line. If financial managers understand the functions of the
marketing department, they can create a mutually beneficial and profitable relationship. And it
also mean that it give the marketing team a firmer budget to work with and provide a clear idea
about what their budget is and how to stick on it. As for the increasing profit advertising and
publicity plays a major role in increment of sales and for the advertisement the L’Oréal company
needs finance support. Therefore for the successful market the L’Oréal must have a strong base
of finance so that the organisation set goals for marketing like sales target, compensation for
sales people. (Wu, 2018).
Human resources: Human resources play a major role in filed of marketing. The L’Oréal
company has to attract profitable customer to achieve decent sales number. The products of
L’Oréal are not only in need of promotion they also need people who can work with company
that boost the reputation of L’Oréal company and has a strong mission and vision which
implement growth. The secret to attract the people they align some HR strategy with business
plan. For this the HR of L’Oréal company appoint those talented people who has a great
experience in marketing and who can provide growth in selling .And the rule of marketing is
that the company has to promise to give a proper work environment which supports the morale
of employees . As the employees also called the back bone of company because they are the one
who has providing support to increase sales of L’Oréal company. This marketing system
influence the employee behaviour and create a workforce which give values to the mission so
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that the customer service becomes an operational priority for them. The excellence service of
staff push the brand of L’Oréal company and its products in to the existing market (Porcu, 2017).
This strategy provides reward programs in which the employees earn points for their
performance in sales marketing .It acknowledge the handwork of staff .the company always
makes sure that they provide a very good satisfied environment to the employees so that the
employees create new ideas to create more customer and sales .And they provide special training
to the employees for handling customers and make a good understanding relationship which
increase the confidence of L’Oréal company employees to deliver products in existing market.
As the excellence in customer service is very important for the growth of L’Oréal company .
Marketing research and development: Marketing strategy involves putting the information
discovered through marketing research to work. These are the concrete plans that a business uses
to reach new and existing customers. Before the developing of products the research and
development department of L’Oréal company conduct research by studying the whole project.
The research includes proper product specification, cost of product .This process helps the
department to make changes in product according to the needs of market and consumer to get
more sales (Meyers, 2016). For this the department has a intimate knowledge about the product
development which allows team member of L’Oréal company to ensure that the product must
meet those standard .It provide a quality assurance team which check the quality of products
frequently.
TASK 3
P2.Compare the ways different company uses marketing mix
As the competition in cosmetic industry is very high, different companies uses different way to
applies the promotional mix to have a greater market coverage on basis of both customer and
buyer, which helps company in long term growth and stability in the market (Chernev, 2015).
Leading company in the market LO'real uses its marketing mix in different ways to lead the
market. Comparison between LO'real and Beauty giant on the basis marketing mix is as follow:
Factor LO'real Beauty Giant
Product LO'real is well known brand
when it comes on offering
variety of product it its
Beauty giant is also known for
variety of product offered by
Beauty giant in their outlet, as
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customer. LO'real carries its
product in different product
classes such as luxury product,
Professional cosmetic product,
active product and customer
based item. It helps company
to attract the customer.
they sell the product of various
popular brand under their
branches, It helps company to
attract the customer who have
tendency to compare between
two product of different brand
on different basis.
Price As explain earlier LO'real
offers its product in different
product classes the price of the
product also fixed separately.
Cost of the LO'real product
also changes depending upon
the buying power of customer
as to develop a good marketing
and retail channel (Nijssen,
2017). LO'real always try to
offer a luxury product at
minimal rate to their customer
belonging to developing
country as to cover a wider
customer in future market. The
Active cosmetics division
follows the value based pricing
and is quite affordable.
As explained earlier Beauty
giant offers the product of
various leading brand the
pricing of the product depends
upon the pricing policy of that
company. Beauty Giant gets
the cost advantage for buying
the product in the mass
quantity, so sometimes Beauty
Giant offers the product at
lower rate as compare to the
other store which help
company to attract the
customer towards the store.
Company is following
differential pricing strategy.
Promotion For becoming an international
brand, the effective promotion
of the LO'real product through
advertising on different
As the product of the company
is advertise by the company
itself. The cost of promotion is
very less for Beauty Giant as
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promotional channel has
proved as a vital decision.
Promotion has help the
company to promote the
awareness and need of the
product in the eye of the
customer. The main factor
behind the advertisement of
LO'real product is CSR
company.
compare to LO'real (Carp,
2017). Beauty Giant just uses
promotional channel to
promote about the store
available to the customer in
their respectively cities.
Place LO'real offers its product in
global market. LO'real offers
its product in around 130
countries through the direct
Distribution channel of selling
the product. LO'real also uses
the indirect selling channel by
selling the product through
various Shops like salon and
also through various outlet.
Beauty Giant offers the
product across the UK. There
are around 50 outlet of Beauty
Giant in the UK. Beauty Giant
is focusing on having greater
market area coverage in UK.
Process LO'real process include
effective team work in the
organisation department and
solid interaction between the
customer and management.
LO'real is well known for their
customer care services
provided to the customer
which helps company to have
good goodwill (Fan, 2015).
Beauty Giant is well known
for their selling services.
Beauty Giant sales team
explains the features of the
product and hears the needs
and queries of the customer.
Beauty Giant plays a role of
good mediator if customer has
any issue with companies
product.
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People LO'real hires quality
employees and creates good
atmosphere for the employee
to work in, LO'real is also
known for offering attractive
salary to their employee.
Beauty Giant has good
employee, company offers a
good salary and also offers a
good incentive plan for them.
Physical evidence Different type of facility in the
outlet such as skin care helps
in improving physical
experience in outlet.
Companies logo and brand
image also play a vital role in
attracting customer (Element
of marketing mix, 2004).
Facility offer by company to
compare different product
before buying helps the
company to attract the
customer toward outlet (Porcu,
2017).
Above differentiate shows that Beauty Giant need to make some change in the marketing mix of
their company to make sure that their product “Forever Young” sustain in the market for long
period of time.
TASK 4
P4. Marketing plan for an organisation
11 Executive summary :Beauty giant is a cosmetic company with 50 branches in UK. They
sell the women and men product. They purchase the product from the other brand and sell
them to the customer. They want to produce their own product i.e. forever young. There
aim is to target the customer above 30's and enhance their beauty. They want to achieve
the goal of the organisation and increase their sale.11 Objectives : the objectives of beauty giant are :
 Target the consumer above the age of 30.
 Increase the sale by 15 % at the end of 2020.
 Capture the 20% of market share at the end of 2021.
 Develop their own product to increase their sales.
 Become the choice of each and every consumer.
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 Innovate the new product without any side effect (Stead, 2018).
3. Mission and vision : The mission of the Beauty Giant are to expand their business in
market and provide more safe and skin protection product to the consumer. The vision of
Giant Beauty is to become No. 1 company in cosmetic industry and provide their product
in different countries. Their aim as to provide the standard quality product to their
consumer.
4. Situational analysis :
Strength
 It is one of the leading company in
cosmetic industry.
 They sell their product through t he
multiple channel like social media,
retailers, wholesalers and e commerce.
 Offer discounts to their loyal customer.
 Provide the healthy product to protect
the customer from any side effect
(Priya, 2016).
 Provide different branded and variety
of cosmetic product to their customer
Weakness
 It has to depend upon the suppliers of
different brand to provide the product
to the consumer.
 Limited to some area to sale their
product.
 They have to share their profit with the
suppliers which decrease their profit.
Opportunities
 They can expand their business in
Herbal product which are more safe for
the body.
 They can use the advance technology in
promotion of their product.
 Mass communication help them to
increase the market share.
 Target a new segment to create a new
market to increase their profitability.
Threats
 Increasing competition in beauty
product can become threat for the
beauty giant.
 Different promotional techniques of
competitors attract the consumer.
 The growth of herbal and natural
product decrease the share of consumer
in giant beauty.
 Rising labour and manufacturing cost
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may decrease their profit.
5. Segmentation, Targeting and Positioning
Segmentation : Beauty Giant can segment the market on demographic basis and behavioural
basis. They have to segment on the basis of age group to start their own product i.e. forever
young. It will be help to increase the confidence of consumer because looks matter lots in
presentation of a person (Chernev, 2015).
Targeting : They will target the age group of over 30's to provide the enhance beauty product.
They can use different strategies to attract the consumer. They can organise some event and
invite their existing consumer to introduce them with the “forever young” product.
Positioning : positioning refers to the perception of consumer regarding the product. To position
in the mind of consumer beauty giant have to use different promotional techniques which
describe the benefits of the “forever young” product. It will help them to increase their
confidence with more glowing and shiny skin (Wu, 2018).
6. Budget :
Types of expenses Cost
Raw material expenses £180
Manufacturing expenses £220
Salaries £130
Marketing and promotional expenses £100
Rental charges £100
Miscellaneous expenses £120
Total £850
7. Monitoring and controlling :
Benchmark : They have to use the benchmark system to monitor and evaluate the performance
of Beauty Giant product. Benchmark system set a standard benchmark to compare the actual
performance with the set benchmark and improve the performance according to the need.
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Monitor customer feedback : Beauty giant can monitor the feedback of different customer to
evaluate the actual demand in the market and the interest of consumer. By monitoring the
feedback they can control the performance and it helps to remove the unnecessary activities to
reduce the cost of production.
Using track tool : social media is the best tool to promote the business and introduce the new
product in the market. Beauty Giant can use the social media and internet to promote their
product and attract the mass population (Stead, 2018).
CONCLUSION
Above report summarised the function and roles & responsibilities of marketing in both general
and wider organisation context. Reports then shows the difference between the LO'real and
Beauty Giant which explains the changes which Beauty Giant need to make in marketing mix for
introducing self product and in the end reports shows the marketing plan of an organisation.
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REFERENCES
Books and Journals
Blythe, J. and Martin, J., 2019. Essentials of marketing. Pearson UK.
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and firm performance: The moderating role of market orientation, marketing strategy and
organisational power. Journal of Business Research 69(12) pp.5597-5610.
Carp, R., 2017. Developing marketing: Case hair salon Lumo.
Chernev, A., 2015. The marketing plan handbook. Cerebellum Press.
Fan, S., Lau, R.Y. and Zhao, J.L., 2015. Demystifying big data analytics for business intelligence
through the lens of marketing mix. Big Data Research. 2(1). pp.28-32.
Meyers, P.W., 2016. 5 Using Relationship Marketing and Organisational Learning for
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Baker, p.79.
Nijssen, E.J., 2017. Entrepreneurial marketing: an effectual approach. Routledge.
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communication by taking a broad organisational approach: The firm-wide IMC
scale. European Journal of Marketing. 51(3). pp.692-718.
Priya, P.K., Zunke, S. and Mitra, A., 2016. Analyzing marketing mix to relate the consumers'
behavior and beliefs for high involvement goods.a
Stead, M. and Hastings, G., 2018. Advertising in the social marketing mix: getting the balance
right. In Social Marketing(pp. 29-43). Psychology Press.
Wu, Y.L. and Li, E.Y., 2018. Marketing mix, customer value, and customer loyalty in social
commerce: A stimulus-organism-response perspective. Internet Research. 28(1). pp.74-
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Online
Element of marketing mix. 2004 [ONLINE] Available through:
https://www.entrepreneur.com/article/70824
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