The Concept of Marketing & Its Application

MARKETING AND IT'S
APPLICATION

Table of Contents
INTRODUCTION...........................................................................................................................1
P1. Role of marketing and interrelation with other organisation function.............................1
P2 Role of marketing with wider Organisational context......................................................1
P3 marketing mixes of Beauty Giant and Super Beauty World.............................................3
P4. Basic marketing plan for Forever Young.........................................................................6
CONCLUSION .............................................................................................................................10
REFERENCES ............................................................................................................................11

INTRODUCTION
Marketing is the effort done by an organisation to promote and sale the product and
service. Earlier marketing's role is limited to only selling the goods only, but now time has been
changed, now marketing department is responsible to help an organisation to develop the product
as research and development and it also has to do branding, social media advertisements and
public relation efforts. Present study show the role of marketing in Beauty Giant company which
is launching its anti ageing cream, study also describe the interrelation of marketing with other
functional unit, marketing mix and marketing plan for the new product. Beauty Giant offer high
quality hair extension on factory price. Company was established in 2011 in Miami. In it large
import and export for hair beauty product. Company has its Clint in UK, Australia, south
America any many more. It is known for its low price product.
P1. Role of marketing and interrelation with other organisation function.
Marketing's role as organisation function is different from its role in business
environment, as a functional unit of organisation marketing helps an organisation for product
development by facilitate customer information and market research, make attractive product
packaging, design marketing planning which helps and company to achieve its business
objective, insure physical distribution for product as per customer convenience and demand. For
instance Beauty Giant's marketing department helped company in development of ageing cream
as department gathered information and brainstorm upon received data like current demand and
expectation of customer for anti ageing cream, packaging choice and preference like customer
prefer dispenser cream packaging with luxury and premium looks rather than old tubes, identifies
segmentation and target audience for cream. Apart from these marketing team analyse about
best suited distribution strategy. Product price decision are taken based upon suggestion given by
marketing team. Marketing department chooses direct advertisement tool like TV, radio and
paper advertisement because most of the Young Middle-Aged Adult(40- 49 age) and Middle-
Aged Adult (50 – 54) are not so active on social media as compare of youngsters. Customer
support service like pre sale information, after sale service, address customer compliant all are
the role of marketing department.(Bahl. and Chandra, 2018.)
P2 Role of marketing with wider Organisational context
Wider organisation context comprises uncertain conditions and circumstance in which an
organisation has to work. Organisation context includes organisation , structure, culture and
1

strategy. Marketing department role's like researcher and information provider help top
management to take tactical and strategical decision. Marketing department analyse the business
environment and take marketing actions to according to it for instance in case of inflation
marketing team of Beauty Giant tries to cut its marketing expense so that customer can get
product with lower price in stress economical condition. In case of technological changes in
Beauty industry , marketing teams role is to inform high authority about the latest technology so
that production department can adopt it as soon as possible to tackle the competitor's changed
policies, marketing department let the HR department know about employment practices , job
role and requirement so that high employee turnover ratio can be control. Marketing team help
Beauty Giant in competitive analysis. Marketing team adopt promotional tools and pricing
policy, after getting know about Social factor like customer life style, belief, values, education
level and quality and technology acceptance among customer for instance Company can not use
animal ingredients in cream because, it is called unethical practice in society(Davcik. and
Sharma, 2016)
M1
Marketing role's in business environment is majorly focused on develop and maintain
product and service competency to sustain and increase market share. Marketing department
helps organisation to identifies its threats and opportunities so that company can use its strength
to minimise the weakness, to avoid threats and avail opportunities. Marketing helps in taking
competitor advantage via product innovation and differentiation, differ selling strategies like
discounts and coupons. For instance Beauty Giant offer different size in anti ageing cream,
which is not available in market, means its competitor offer only big and small size of cream ,
where company took advantage of this loophole by offering cream in four different quantity , it
gave an advantage to cream in market. Marketing team also help organisation to get more about
its macro environment which can affect the product technology being used by its competitors,
social factor affect the advertising strategy like Beauty Giant can not use aim black and white
skin discrimination in promotion and advertisements, marketing team suggest tow variant of
product as standard and luxury cream based upon customer's disposable income size(Hoang,
2016.)
M2
2

Marketing department has strong relation with other functional unit of Beauty Giant like
finance, H.R, I.T, logistic department. Finance department allot the budget and test financial
Feasibility of cream on the basis of available financial resources of Beauty Giant. Marketing
department is major sources of cash inflow in company which help finance department to get
fund for paying salary, growth decision and diversification decision. Share price of company is
directly affected by sale quality, if marketing team get success in increase the sale, finance
department can avail borrowing form market very easily. Production department make changes
and innovation in product on the basis of market research conduct by marketing department for
instance Beauty Giant's marketing team find that customer now demands that cream must have
lovely and long lasting fragrance in it, so product department put extra effort to satisfies their
customer need. Human resources' department get to know about employment practices used by
its competitor in industry to attract the best talent in their organisation from marketing
department. Information technology department not only help in providing and maintaining
electronic marketing tool like website, app, E- brochure, and social media advertisement but I.T
helps marketing department in customer handling by CRM and other software. all the department
are work differently but their prime objective is to attend organisation goals and objective, all
department contributed in making the Forever young cream. I.T department develop various
tools and technique to achieve the customer marketing objective.((Bahl. and Chandra, 2018.)
P3 marketing mixes of Beauty Giant and Super Beauty World.
Marketing mix is popular business tool used by almost every organisation in current
customer orientated market to influence the customer buying decision. In marketing mix effort
an organisation try to make ideal combination of 7 P'S which indirectly change the buying
decision of customer. For instance Beauty Giant has best 7 P's combination like best product,
price, place, promotion, people, process and physical environment which is given below-
Product
Beauty Giant provide unique product to its customer which help customer to look more
beautiful. Company not only offer basic beauty product like beauty cream. Shampoos, eye make-
up and skin beauty rgiem product, fragrances it also offers beauty treatment products like
Overnight Acne-Fighter, Amino Acid Shampoo & Conditioner, Regenerate Holistic Beauty
Therapeutic and wellness products. Company now entering into anti ageing cream provider
which shows diversification decision of company. Super beauty is only limited with basic beauty
3

product which provide temporary beauty. It does not provide permanence beauty treatment.
Company also have lack of product diversification and differentiation, which is very important
element of beauty industry.(Kukanja, Gomezelj Omerzel. and Kodrič, 2017)
Price
Beauty Giant adopt different pricing policy for different product based upon customer's
purchasing power, product size and value addition. It used valued based pricing and skimming
pricing for its popular and best product which has unique feature like unique 100% virgin human
hair. For Young Forever it decided to use Psychological and Discount pricing. Apart from it
company also use Seasonal Allowances, Going Rate, Loss Leader pricing strategies. Super
Beauty World also have differentiate pricing policy but it does not provide its customer's
different size of product. Its only have big and small size of product which affect the customer
buying decision. For instance if an customer want to purchase medium size of product he can not
avail that, he has to buy two small size packets. Although discounting, coupons and other pricing
strategies happily practices by the company.
Promotion
Beauty Giants uses the latest promotional tool to spread awareness about its new and
existing product among customers. Company put its advertisement on educational website and
social media sites. Apart from it , TV, print media, E brochures are also uses by the company.
Beauty Giant use Undifferentiated promotional strategy which help it to target whole market.
Free beauty and wellness video tutorials, free make-up and beauty blogging, affiliate program,
Email Marketing Sequences are the latest promotional tool used by beauty company(Scott,
2015.). Super Beauty World has different promotional strategies, as it gives its product
advertisement on print media but company is weak in electronic promotional marketing
strategies. As beauty Giants send mail and massage to its customer for new product and
information for different seasonal sale on customer phone automatically, it is not practices by
Super Beauty World, which become a very big reason for its customer dissatisfaction.
(Davcik. and Sharma, 2016)
Physical Evidence
Physical evidence consists the environment in which product and service is to be offered
to customer. Beauty Giant is very much concern for its physical set up because it makes an
impression about company in customer's mind. Beauty Giants have eye catching decoration in
4

store layouts. it also has dressing tables, cabinets and drawers. All the staff member has perfectly
dress-up. Store also have virtual make up app so that customer can get idea quickly. Staff
member at store help customer for decide perfect make by giving suggestion and information
regarding product. Beauty Giant also have pre skin and hair check up machine so that customer
can get idea about its skin type and hair problem an buy product as per deficiency(Kumar,
2015.).Beauty Giant has best store with having unique decoration and set ups. All the latest
technology which is expected by a customer is available in that company but Super Beauty
World is seems fail to identify the importance of physical set up. Super store have traditional set
ups like mirror, tables, cabinets and drawers but it does not have virtual dressing options and
self service facility in its stores.
Places
Places indicates distribution channel adopt by any organisation so that customer can
easily access the product. Beauty adopt direct and indirect distribution for their product for
instance stores and layouts are set ups for direct selling to customer, company also have contract
with supermarket chains and malls so that customer can get their product while doing other
shopping. Customer can make purchasing process via website, apps, social media and mobile.
Super Beauty World also have direct and indirect distribution channel . Company has contract
with super market as Beauty Giant but it's customer facing issue regarding make purchasing
order via website and app, because company have frequent technical issue while purchasing.
Also customer has to wait for long in making full payment process.
People
Beauty Giant provide required training and development programme to its employee
regarding its new cream and other product so that employee can manage its customer nicely.
Employee of Super Beauty World are not technical sound , so that they can handle customer.
Process
Beauty Giant acquired the latest process in all the department like production department
have the latest maximum automation and AI augmented machine to avoid human error and
waste in production. Company store Electronic Point-Of-Sale, self check out facility, virtual
make up machines etc. company changed process of marketing effort from traditional to E –
marketing and customer satisfaction effort now made with the help of CRM. Company have
integrated information system and cloud information storage facility so that data can be access
5

without facing geographical hurdle.(McDonald. and Wilson, 2016)As far as process concern in
beauty industry, it plays a very big role because latest practice in process can give competitor
advantage to customer. Super Beauty World successfully adopts the latest technology in
production department and but as discussed earlier company fails to make change in marketing
efforts as well as physical set up, which is already provided by its competitor to their customer's
P4. Basic marketing plan for Forever Young
Marketing plan comprises marketing efforts like market research, segmentation- targeting
promotion, branding, position, pricing startgies to achieve organisational goal and objective.
Organisation make marketing plan according to its need like it can make marketing plan for new
launch product or for an existing product to increase its market share and relaunching the product
after some value addition. Marketing plan's main objective is to provide the product to customer
as per their need so that company can get competitor advantage and high customer loyalty and
brand image. Following is the marketing plan of Beauty Giant for its Forever Young anti ageing
cream(Hijazi. and et.al., 2016)
Define marketing objectives and purpose
Marketing plan is basically made to reach a specific goal within given time period.
Marketing plan must follow the S.M.A.R.T criteria of developing objectives. Objective must
help organisation to achieve its organisational vision and mission statement. For instance Beauty
Giant define enhance the customer satisfaction by using innovation and improvement in product
and service. Young Forever cream is companies serious efforts to reach this objective. Purpose
clear define the reason of bring new product and it also gives information about to whom product
is developed. For instance beauty giant's reason to bring the product could be to increase the
customer loyalty in existing customer by offering them innovative product or to increase the
market share of company. Product is developed specially for Middle-Aged Adult.(McDonald.
And Wilson, 2016)
Situation analysis
Situation analysis conduct by Beauty Giant to know more about internal and external
factor that can affect its new product. SWOT, Porter's five force, PESTLE is used by beauty
company.(Hoang, 2016.)
Strength
6

 Product development strategies: Beauty Giant has effective development strategies, this
helps the firm in making changes in existing products and developing it as per the market
requirements.
 Strong brand presence: This is another strong point of company, it has positive image in
the market and have good presence. This helps business in attracting more people
towards the brand. This point may support the Beauty Giant to market its new Forever
young product effectively.
 Adequate financial resources: This is another strong point of Beauty Giant, his helps the
firm in making changes and implementing new technologies that aids business in
improving quality of its products and providing satisfactory goods and services to
consumers.
Weakness
 Poor customer care: This is drawback of Beauty Giant because it pays less attention
towards its consumers. That creates sometimes negative image of business in the mind of
customers.
 Poor inventory management: This is another lacking point in company, due to poor
inventory management firm has become unable to manage its cost. This has resulted
reducing profitability of firm.
Marketing strategies
Marketing plays significant role in business unit, each firm takes support of effective
strategies so that it can gain attention of mass audience. In order to market its new product
“Forever Young” Beauty Giant will take support of several strategies:
 Product: Enterprise will develop its existing products and these new Forever Young
products will be able to attract more people towards the brand.
 Price: It will implement skimming pricing strategy, in which will offer its quality
products to consumers at affordable price. This will help in making people loyal towards
brand.
 Place: Enterprise will implement direct distribution strategy. This is beneficial in order to
make direct connection with potential buyers. Direct distribution is cost effective method
because it reduces cost that is related with intermediator. Furthermore, by implementing
7

this technique Beauty Giant will be able to know actual view point of consumers and it
would be able to offer them satisfactory products as per their requirements.
 Promotion: In order to promote its new product organisation will have to take support of
social media. This will be beneficial for business in order to attract more people and
gaining attention of mass media. Through social networking sites Beauty Giant will be
able to promote its brand and will aware consumers about this new product of
organisation. In the recent era it is essential for entities to take support of effective
marketing strategies so that it can gain the competitive advantage and this social media
platform will help Beauty Giant in creating competition in market(Kahn, 2014)
Segmentation, Targeting, Positioning
Segmentation of Forever Young is all income group people, creams is made for regular uses by
customer, company target customer are Young Middle-Aged Adult and who have problem of
wrinkle on faces due to any reason. Beauty Giant decides to make its product's image among its
customer as one stop solution for all the ageing product, company try to make impression of
luxury product by its marketing efforts.
Budget
In order to launch and market this new Forever young product Beauty Giant will require
budget of £ 2550.
Salaries £ 1000
Rent £ 500
Marketing expenses £750
Utility bills £300
Total cost £2550
In this budget Beauty Giant will be able to launch its new product Forever Young
effectively.
Monitoring and controlling
Beauty Giant decide to conduct periodic evaluation programme as taking customer feedbacks,
market response and product survey so that it can know about variation of result by comparing it
with benchmark. Beauty Giant also take corrective action according to result of veration it uses
six sigma and TQM to make controlling effort in production as well as other business process.
8

9

CONCLUSION
From the above study it has been concluded an organisation has to try to get accurate
information before making any making strategy and plan because whole the marketing process
will get affect and can become disaster for organisation. As marketing roles has been changed
with time organisation must review its marketing mix according to customer need and preference
otherwise company get nothing out of its huge marketing investment. All the functional unit of
organisation must have sense of common goal achieve net and team sprite to attain organisation
goal. If these functional unit tries to fulfil their personal and separate department interest it can
cause unnecessary conflict and dysfunctionality in organisation.
10

REFERENCES
Books and journals
Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015. Marketing: an introduction.
Babin, B.J. and Zikmund, W.G., 2015. Exploring marketing research. Cengage Learning.
Bahl, S. and Chandra, T., 2018. Impact of Marketing Mix on Consumer Attitude and Purchase
intention towards' Green'Products. A Journal of research articles in management science
and allied areas (refereed). 11(1). pp.1-11.
Davcik, N.S. and Sharma, P., 2016. Marketing resources, performance, and competitive
advantage: A review and future research directions. Journal of Business Research. 69(12).
pp.5547-5552.
Hijazi, B. and et.al., 2016. Marketing Plan.
Hill, T., 2017. Manufacturing strategy: the strategic management of the manufacturing function.
Macmillan International Higher Education.
Hoang, T., 2016. Market research and marketing plan to enter the United Kingdom food
supplements market: case: Danapha.
Kukanja, M., Gomezelj Omerzel, D. and Kodrič, B., 2017. Ensuring restaurant quality and
guests’ loyalty: an integrative model based on marketing (7P) approach. Total Quality
Management & Business Excellence. 28(13-14). pp.1509-1525.
Kumar, V., 2015. Evolution of marketing as a discipline: What has happened and what to look
out for. Journal of Marketing.79(1).pp.1-9.
McDonald, M. and Wilson, H., 2016. Marketing Plans: How to prepare them, how to profit from
them. John Wiley & Sons.
Mohammadzadeh, M. and et.al., 2017. Identification of key success factors in the marketing of
cosmetics based on knowledge, attitude and practice (KAP) analysis using topsis technique
(the case of Iran). Pharmaceutical Sciences.23(3). pp.222-230.
Scott, D.M., 2015. The new rules of marketing and PR: How to use social media, online video,
mobile applications, blogs, news releases, and viral marketing to reach buyers directly.
John Wiley & Sons.
11

Wirtz, J., Tuzovic, S. and G. Kuppelwieser, V., 2014. The role of marketing in today's
enterprises. Journal of Service Management. 25(2). pp.171-194.
Kahn, K.B., 2014. New product forecasting: an applied approach. Routledge.
Homburg, C., Alavi, S., Rajab, T. and Wieseke, J., 2017. The contingent roles of R&D–sales
versus R&D–marketing cooperation in new-product development of business-to-business
firms. International Journal of Research in Marketing. 34(1). pp.212-230.
12

13

14