Marketing Essentials and Strategies

This assignment provides a comprehensive overview of marketing essentials and strategies, covering topics such as marketing mix, product launch, social engineering, and relationship marketing. It includes references to various articles and journals, offering insights into the marketing landscape and its application across different sectors. The summary of the assignment will provide specific details about the content and context of the provided documents.

MARKETING ESSENTIAL

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Key elements of marketing function and its roles.................................................................1
P2 Interrelation of marketing with other functional departments...............................................3
TASK 2............................................................................................................................................4
P3 Marketing mix of Beauty Giant.............................................................................................4
TASK 3............................................................................................................................................8
P4 Evaluation of a basic marketing plan of an organisation.......................................................8
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing is a function used in promotions and distributions channels. This is considered
by almost every organisation to increase sales and revenues. This concept assists companies to
maintain relationships and coordination with customers at market place. It also spread awareness
among individuals and attracts them towards products (Ajagbe, 2011). The function of marketing
is interdependent and interconnected with other department of organisation which helps them to
achieve their goals in assigned time. This report is prepared in context of 'Beauty Giant' which is
a UK based company. The brand provides various cosmetic products, accessories such as, hair
extensions, wigs weaves, braids, beauty items etc. and various men and women toiletries of
various world renounced brands. Along with this, marketing mix is also done in this project
which helps company to identify their level in market from its competitors. Additionally,
marketing is also made in context of new product developed by company to analyse promotion
and distribution strategies.
TASK 1
P1 Key elements of marketing function and its roles
As per the modern scenario, marketing plays a vital role in development and growth of
organisation (Ogunmokun and Hsin Tang, 2012). To achieve success and objectives, it is
important for a business enterprise to use several distribution and promotional modes to provide
information to customers about new products. In this regard, there are some key elements and
roles of marketing which assist company to achieve their goals and objectives.
Key elements of marketing functions
Research is an essential element of marketing which aid business enterprise to carry out
their functions effectively. In this, marketing department generate information from market about
the needs and desires of customers related to goods or services. By this, company can
manufacture products accordingly and satisfy demands of service users. This element defines
what the market actually wants (Akaka, Vargo and Lusch, 2013). The company adopt the
element of marketing research to determine which strategy will best suited to organisation and
which market is right for them to sell products. Generating relevant data from market assist
organisation in analyses and action.
1

Strategy refers to the technique which company implements for improvements in
activities. After researching and analysing market conditions, company uses different strategies
to beat their competitors and to achieve success in market. By this, manager of company decides
their vision, goal, mission and marketing objective. They also create various strategic plans to
reach their set targets in assigned times.
Planning refers to designing, creating and drawing business plans and programs. It is
also essential for management to develop plans before taking any actions. The manager of
company should provide knowledge and training to its employees about the projects and tasks.
They should involve all staff members while planning their activities and functions. Proper
planning gives estimations to members about how projects to be done and in which manner they
can complete it in time. Marketing planning involves, financial planning, communications
strategy and many more. In this, planning department also keeps records to determine whether
functions performed by management is on track or not.
Tactics refers to the short-term plan which is implemented by company to allure more
customers towards their products (Daniel, 2011). This help company to beat their competitors by
proving better services and values to consumers. In involves sales tactics such as, discounting
offers, coupons buy one get one free, etc. The business enterprise also uses promotional tactic by
reducing prices of commodities. In order to achieve competitive advantage and increase
revenues, it is important for organisation to implement smart tactics.
Roles of marketing functions
Marketing department plays an essential role in managing companies performance and
attaining their vision in time. It also helps in shaping company’s functions by fulfilling demand
of customers with aim of increasing sales and revenues. In this, different roles played by
marketing section are as follows:
Defining and managing brand is initial essential role of marketing department in an
organisation. It defines the meaning and how to manage a brand to achieve success. In this, the
marketing manager of company communicates with customers about their product and receives
feedbacks in return (Odunlami and Ofoegbu, 2011). By this, an organisation can easily
understand what consumer needs and what are their expectations form company.
Producing marketing and promotional materials helps the manager of business
enterprise to advertise their product and services at market place. In this, they create materials
2

and promote them among customers through campaign programs, television, newspapers, etc.
This will spread awareness about goods among service users.
Managing and monitoring social media is also important for company (Popescu, 2011).
They should monitor and manage the pages of their social media. It is essential for them to
manage their accounts and should be monitored in time about their postings.
Producing internal communication with employees also aid company in achieving their
goals. The senior authority of organisation should provide clear vision and objectives to
employees so that they can perform their tasks accordingly. They should also communicate with
staff members through different modes such as internet, newsletters, etc.
P2 Interrelation of marketing with other functional departments
Marketing department is also interlinked with other departments of organisation which
helps them to manage all working and in achieving their targets. In this context, relationship of
marketing with other section is as follows:
Marketing and production departments are interconnected with each other which is
essential to carry out operations in a systematic manner. The marketing department generates
information for market about customers’ needs and wants related to the product (Dudu and
Agwu, 2014). They give all relevant details to production department which aid them to product
goods according to market demand. By this, company can produce useful and valuable
commodities to serve customers and fulfil their demand. Marketing section also assist production
department in implementing suitable pricing strategies according to preference of buyers.
Marketing and sales department assist each other in selling and distribution channels.
In this, marketing department provides necessary information to sales section about which
product they should sell and at what prices. Proper pricing strategies is essential for company to
sell products which results in increasing revenues and profitability margins. Marketing division
also promote products so that buyer can know about goods which company going to be sell in
market. In this way, interrelation between both departments essential for a successful business
enterprise.
Marketing and finance department plays a dominant role in achieving growth and
success of company. Finance department is essential as it keeps record of all transactions done in
organisation in selling or in promotions. They assist marketing department by providing
sufficient funds to them. Marketing division use this funds in their promotion and distribution
3

channels. It involves setting up campaign programs, funds needed in printing add in newspapers,
pamphlets, on television, etc. Thus, both department perform their own functions in achieving
business goals and increasing sales with revenues.
Marketing and human resource department assists each other in hiring or recruiting
suitable candidates for company. In this, marketing department provides information about
vacancies and designation profile for which company is hiring individuals (Rascati, 2013). They
also give adds in market by posters and through mobile application. By this, HR department
hires suitable candidates according to job profiles and education done by them.
Thus, in this way marketing department helps and interconnected with other functional
departments of company. This also results in better outcomes and attaining organisational goals
in time frame.
TASK 2
P3 Marketing mix of Beauty Giant
Marketing mix refers to the model which company pursue to achieve their goals and
carry out their business objectives (Fejza and Asllani, 2013). This model is also helpful for
company to compete with their competitors and analyse their level at market place. In this
context, marketing mix of UK brand 'Beauty Giant' is done with its competitors to analyses their
level of performance and strategies.
Basis Beauty Giant Yardley
Product Beauty Giant is a cosmetic
selling brand which operates
its business in UK. The
company is famous for its
cosmetic items and accessories
such as, hair extension, braids,
wigs weaves, etc. Along with
this, the company also
provides men and women
toiletries from various world
renounced brands. It provides
Yardley is an international and
most prominent brand of UK.
The company provides various
cosmetic and beauty products
such as, perfumes, toiletries
body wash, oral care, etc. to
its customers. It is founded by
William Yardley.
4

superior quality products to its
customers at affordable rates.
The company uses skimming
pricing strategy to sell their
products and attract consumers
towards them.
Promotion Promotion refers to marketing
of products at market place
among consumers. It is an
important component of
marketing mix which helps
company to provide details
about new products produced
by organisation. In this, the
company uses several
techniques and channels for
introducing such as, promotion
through billboards, by posting
on social media, printing in
newspapers, etc. This helps
buyers to know about new
products and attracts towards
them.
The company maintains
coordination and good
relations with its customers
through promotion and
sponsorship. The organisation
uses various marketing
channels such as, print media
adverts, television adverts and
also by posting on social
media.
Place The company is famous for its
beauty items and it has approx.
50 branches all over the UK.
They offer their services in
places where customers can
easily approachable and is
convenient to them
Yardley is a global brand so it
serves it products in various
countries such as USA, Asia,
Europe, etc. It products are
supplied in throughout the
world through multi-brand
retail outlets.
5

(Gummesson and Grönroos,
2012). They also provide
online services along delivery
on door steps to buyers which
helps them to save time.
Price Pricing is also one of an
important component for every
organisation. There are
different pricing strategies
such as, skimming,
penetration, bundle, etc.
which various companies
considers to sell their products
and attract customers (Shahin
Sharifi and Rahim Esfidani ,
2014). In context of Beauty
Giant, the organisation uses
skimming pricing strategy to
sell their products to
customers. Skimming pricing
strategy is a technique which is
designed to maximise sales
and revenues of new products.
According to this strategy,
company introduce product at
high rates but gradually lowers
their price as their competitors
appears in market. This helps
business organisation to allure
more customers towards them
rather their rivals.
The company uses premium
pricing strategy to justify their
quality and standard of
products. As per this strategy,
organisation charges higher
prices form their competitors.
They do not compromise in
quality of their raw materials.
6

Physical evidence It refers to the environment
and atmosphere in which
company is delivering their
services and products. Physical
evidence includes, logo,
design, structure, etc. of
company (Jung and Hong,
2012). In case of Beauty Giant,
the manager of company also
focuses on cleanliness and
create eco-friendly
environment. This helps
customers to retain in store for
longer period of time. This is
beneficial for company as it
develops strong customers
base and allure customers
towards company.
The manager of company also
focuses on packaging of
products which attracts
customers more towards them.
They also look after the
structure and interior of their
outlet so that more buyers
come to visit the store.
People It involves, employees as well
as customers. The company
focuses on benefits of
employees and service users.
They give training session to
their employees so that they
can perform their activities
easily. The organisation also
provides various discount
coupons and deals to buyers so
that they can buy various
products by redeeming
The company provides
additional training and
knowledge to their employees
about product. This helps them
to assists buyers about the
details of products. The
company also offers incentives
and promotions to their staff
members according to their
performance.
7

vouchers.
Process Process involves method of
preparation products in
organisation. It is an important
component which company
should considers while
manufacturing their goods or
services. The process used by
Beauty Giant is inventory
control which helps them to
reduce wastage by allocating
all resources properly. This
leads company to produce
more products with aim of
increasing their revenues.
The business enterprise uses
well-tailored process to
minimise their costs. This
process helps company to
maximise their revenues and
sales. By this, company can
obtain better outcomes and
results.
TASK 3
P4 Evaluation of a basic marketing plan of an organisation
Marketing plan refers to the document which outlines company’s overall efforts and
marketing strategies. This plan includes, overview of company, vision, mission, marketing
objectives and swot analysis. In context of Beauty Giant, the manager of organisation also
develops their marketing plan which helps them to accomplish goals and objectives in assigned
time.
Overview of company
Beauty Giant is a brand of UK which provides cosmetic items. It also offers men or
women toiletries from various worlds renounced brands (Katengeza, Okello and Jambo, 2011).
The brand has attained a good name at market place and sell products of various other companies
at affordable prices to its customers. There are many employees which are performing their
activities in company. Along with this, the company has also introduced approximately 50
branches all over UK. The company is going to launch new anti-ageing beauty product called
8

“forever young”. The company targets at over 30s market and believes that the products are first
of its kind.
Mission: The mission of Beauty Giant is to produce best quality products which do not harm
customers skin and body.
Vision: The vision of Beauty Giant is to become renowned brand which customers recognise by
quality of its beauty products.
Marketing objectives:
 The main objective of company is to increase their level of sales by 25% within 2.5
months.
 To produce product with aim of increasing market share by 30% within 2 years.
STP refers to segmentation, targeting and positioning (Sharma, 2013). This is a concept which is
considered by Beauty Giant to divide their customers in smaller groups. In this, they also target
their market to sell products. In addition to this, STP also assists company to identify their
position at market place from their rivals.
Segmentation: It is the method which is used to divide markets in small groups of customers.
This is advantageous for company because by this they can easily serve their products and
services to their customers as per their demands. This strategy helps company to achieve their
objectives by segmenting markets according to customers they want to serve. In this, company
can divide its markets into different groups which are as follows:
 Geographic: As per this element, if company segments its market on geographical basis
then they have to serve those buyers who are residing in geographic locations including
regions, state and city (KAUR, 2015).
 Psycho-graphic: According to this, if company divide its market on basis of psycho
graphic factor then they have focus on lifestyle, personality and living standard of people.
They have to manufacture products according to their tastes and preference.
 Behavioural: As per this, company should determine behaviour of buyers towards
products if they are segmenting their markets on behavioural factor. This will help them
to produce products accordingly.
 Demographic: In this, company should also focus on income, gender, marital status,
ethnicity, education, occupation of costumers if they are segmenting demographic sector.
9

By this, they have to apply costs of products according to their level of income and all
demographic factors.
In this, Beauty Giant segments its market on basis psycho-graphic factor which involves
lifestyle and standard of living of people (Whitlow, 2012).
 Targeting: The manager of Beauty Giant divides its market as per those people who
likes to invest more on beauty products and cosmetics.
 Positioning: By this section, the manager of Beauty Giant can identify its brand image
and reputation at market place. It is very important for company to know and to compete
with their competitors.
Marketing strategy
Marketing strategy is a tactics implemented by companies to achieve their goals and
objectives in allotted time frame. In this, the manager of Beauty Giant uses relationship strategy
which helps them to maintain relationships with customers (Walliman, 2015).
Swot analysis of Beauty Giant
Strength
 Prices are affordable and reasonable.
 Serves many options in cosmetic and
beauty products.
Weakness
 Huge number of competitors at market
place.
Opportunities
 Rise in demand for cosmetic and
beauty products.
 Opportunity of expanding business all
over UK and across the country.
Threats
 Fluctuations in foreign exchange rates.
 Change in government policies.
10

Marketing mix of new anti-ageing product “young forever”
(Source: Marketing mix, 2017)
Product: The company Beauty Giant is going to introduce new product 'young forever'. In order
to increase their sales, the organisation should provide superior quality product at affordable and
reasonable rate which consumers can easily buy without hesitation.
Price: The company should use penetration pricing strategy which helps them to attract more
customers towards them (Marketing mix, 2018). In this, the company offers products by lowering
prices in order to increase sales.
Place: They should provide products at places which is easy for customers to reach and also
convenient for them.
Promotion: To increase sales, company should promote their products market place. They
should give adds in newspaper, television, etc.
Process: The company should also focus on production process. They should manufacture
products according to customer’s preference and demands (Kennedy and Parsons, 2014).
11
Illustration 1: Marketing mix

Physical evidence: The stores in which buyers come to buy products should be attractive,
hygienic and healthy. The colour and combination should also be decent along with packaging of
product which allures more buyers towards them.
People: The organisation should provide training to its employees so that they can give all
details about the product to its customers.
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year
Initial money 10000 15000 6000 7000
Investment 10000 10000 6000 6000
Total 20000 25000 12000 13000
Marketing
outlay
15000 2000 5000 5000
Promotion 5000 3000 5000 2000
Sales publicity 5000 2000 5000 2000
Direct selling 5000 3000 1000 3000
Total 30000 10000 16000 12000
Monitoring and control
Marketing plan is important to be implemented which helps to carry out their functions
and operations in set time. It essential for manager of company to check this plan partially and
timely. This results in reducing risks and enhances better outcome and results (Lamb, Hair and
McDaniel, 2011). Thus, company can accomplish their goals and achieve their vision and
mission.
CONCLUSION
The above mentioned report stated that marketing is an essential tool for every business
organisation in achieving their goals and objectives in time. They should promote their products
in market to increase their sales. In this context, marketing is also connected with other
department of company which helps them in their selling and production process. Along with
this, marketing mix is also specified in above report which helps company to determine their
12

level of performance from their rivals. Additionally, marketing plan and budget implemented by
company to measure or estimate their budgets and funds.
REFERENCES
Books and Journals
Ajagbe, A. M., 2011. The relationship between strategic planning and the effectiveness of
marketing operations. International Journal of Innovation Management and
Technology. 2(5). pp.390-396.
Akaka, M. A., Vargo, S. L. and Lusch, R. F., 2013. The complexity of context: A service
ecosystems approach for international marketing. Journal of Marketing Research.
21(4). pp.1-20.
Daniel, J., 2011. Sampling essentials: Practical guidelines for making sampling choices. Sage.
Dudu, O. F. and Agwu, M. E., 2014. A review of the effect of pricing strategies on the purchase
of consumer goods. International Journal of Research in Management, Science &
Technology. 2(2). pp.88-102.
Fejza, E. and Asllani, A., 2013. The importance of marketing in helping companies with their
growth strategies: The case of food industry in Kosovo. European Scientific Journal,
ESJ. 9(16).
Gummesson, E. and Grönroos, C., 2012. The emergence of the new service marketing: Nordic
School perspectives. Journal of Service Management. 23(4). pp.479-497.
Jung, M. and Hong, M.S., 2012. Positioning patient-perceived medical services to develop a
marketing strategy. The health care manager. 31(1). pp.52-61.
Katengeza, S. P., Okello, J. J. and Jambo, N., 2011. Use of mobile phone technology in
agricultural marketing: The case of smallholder farmers in Malawi. International
Journal of ICT Research and Development in Africa (IJICTRDA). 2(2). pp.14-25.
KAUR, M. N., 2015. MARKETING ESSENTIALS FOR NEW PRODUCT LAUNCH:
STRATEGIES ACROSS VARIOUS PHASES OF PRODUCT LAUNCH. Asia Pacific
Journal Of Marketing and Management Review. 3(3).
Kennedy, A.M. and Parsons, A., 2014. Social engineering and social marketing: why is one
“good” and the other “bad”?. Journal of Social Marketing. 4(3). pp.198-209.
Lamb, C. W., Hair, J. F. and McDaniel, C., 2011. Essentials of marketing. Cengage Learning.
O Ogunmokun, G. and Hsin Tang, E. C., 2012. The effect of strategic marketing planning
behaviour on the performance of small-to medium-sized firms. International Journal of
Management. 29(1). p.159.
Odunlami, I. B. and Ofoegbu, O. E., 2011. Effect of marketing communication in promoting
organisational sales. a case study of sunshine company. Journal of Emerging Trends in
Economics and Management Sciences. 2(5). pp.408-412.
Popescu, M.L., 2011. Higher Education Services-Marketing-Mass or Marketing Segmented.
Journal of European Economy. 10. pp.358-370.
Rascati, K., 2013. Essentials of pharmacoeconomics. Lippincott Williams & Wilkins.
Shahin Sharifi, S. and Rahim Esfidani, M., 2014. The impacts of relationship marketing on
cognitive dissonance, satisfaction, and loyalty: the mediating role of trust and cognitive
dissonance. International Journal of Retail & Distribution Management. 42(6). pp.553-
575.
13

Sharma, N., 2013. Marketing strategy on different stages PLC and its marketing implications on
FMCG products. International Journal of Marketing, Financial Services &
Management Research. 2(3). pp.121-136.
Walliman, N., 2015. Social research methods: The essentials. Sage.
Whitlow, S., 2012. Book Review: Advertising Campaign Design: Just the Essentials.
Online
?????
Marketing mix. 2018. [Online]. Available through:<https://marketingmix.co.uk/>.
14