Marketing Essentials: Elements of Marketing Mix and Market Plan

This presentation on Marketing Essentials discusses the elements of marketing mix and market plan. It compares the strategies used by The Body Shop and L'Occitane to achieve their objectives. Learn about product, place, price, promotions, people, process, and physical evidence in the marketing mix. Understand the importance of market planning and its impact on achieving organizational objectives. The presentation also includes references for further reading.

MARKETING
ESSENTIALS

TABLE OF CONTENT
• Introduction
• Marketing mix
• Critical evaluation of marketing mix
• Basic marketing plan
• Critical evaluation of market plan
• References

It is a tool or framework that provide a set of elements and factors which plays a crucial role
in identifying and creating best strategy to have better image of product and strengthen the
features and quality of product to increase its overall sales and presence in the market. To
evaluate the role played by elements of marketing mix in achieving the objectives of
organisation a comparison is made between The Body shop and its competitor L'Occitane.
INTRODUCTION

The detail about various elements of marketing mix and how lead to effective strategies for
achievement of objectives of Body shop and L'Occitane is provided below:
CONTINUE…..
Elements of Marketing mix The Body shop L'Occitane
Product It is an internationally acclaimed
organisation dealing in more than
1000 of products which includes a
range of cosmetic items like body
gel, soaps, scrubs, shampoo,
deodorants, lip care, eyeshadow,
foundations, perfumes and many
more related items and product.
It is a leading and well known
provider of beauty and skin care
products for women which
includes fragrances, skincare,
make-up, bath and body products,
soaps, hair products like shampoos,
oils, conditioners, etc.

Place The headquarter of this organisation is in London, UK and
operation at an international level with more than 3000 self
owned franchised stores and let out in around 60 countries of
world which include Belgium, Canada, France, Italy, Saudi
Arabia, Indonesia, Japan, Korea, Romania, India, Hungary,
Portugal, Finland ,Bangladesh and many more.
The headquarter and main manufacturing set
up of L'Occitane is in France but it operates
at global level through more than 3100 stores
in around 88 countries of world with support
of various local suppliers.
Price The main focus of The body shop is on rich and elite health and
beauty conscious Women who belongs to higher income group.
The main target of L'Occitane is on upper
middle class and upper class women thus, use
of premium pricing made. Further seasonal
discounts and sale on special occasions are
also offered to attract more customers for its
product.
CONTINUE….

Promotions Use of societal marketing concept is made
by The Body shop which encourages use of
plant based materials.
Use of technology based promotional and
advertising strategy is made by L'Occitane
and focuses on wide media coverage to
transfer and communicate information
about its product.
People The employees of Body shop are get
recruitment after proper analysis of their
communication and other desired skills so
that best product in a appropriate manner
can be delivered to its customers.
Well educated and skilled employees are
there in L'Occitane which develop and
produce best products with use of natural
ingredients.
CONTINUE….

Process The distribution system of The Body
shop includes a well designed and
effective franchise system and
multilevel marketing channels to
ensure timely supply and delivery of
products.
Use of robust supply chain network is
made by L'Occitane together with a
fleet of exclusive distributor to
provide a uninterrupted and smooth
supply of products at various location
and store of L'Occitane.
Physical evidence The peaceful and attracting
ambience of let out and stores of The
Body shop attracts a larger number
of customers.
Use of digital technology and other
online modes are used by L'Occitane
to make its presence feel in the market
together with attractive and well
designed outlets and stores.
CONTINUE….

On the basis of discussion about marketing mix of The Body shop and L'Occitane it
has been evaluated that Body shop makes of eco friendly and natural ingredients in
its product to attract larger customers and meet its objective while L'Occitane
provides simplistic, natural and qualitative cosmetics product to achieve its target
sales level. Further, it has been evaluate that body shop offer its product at higher
and premium prices to enhance its profit margin while L'Occitane also makes use
of discount to cater larger customers.
CRITICAL EVALUATION OF MARKETING MIX.

Market plan is a written document that provide guidance and direction to an organisation through
properly setting its objectives and providing information about various strategies and plan made for
achieving that objectives. The following market plan is prepared by The Body shop organisations
for a launch of new product to get more customer base and have to better position in the market.
Overview
The body shop international Ltd is basically a manufacturer and seller of cosmetic, skin care,
perfumes and other related accessories to its customer.
MARKETING PLAN

• Vision :The vision statement of The Body Shop is, “To become a world-class retailer
through offering its customers prestige products at value-prices and with excellent
customer-service.”
• Mission :The Body shop is having a mission is, “to creatively balance the financial and
human needs of our stakeholders: employees, customers, franchisees, suppliers and
shareholders through best quality natural and eco friendly products.”
CONTINUE….

Objective
• The target and objective of The body shop behind launch of new fairness cream for men
is:
• To increase the productivity and target market of The Body shop by 20% in coming one
year.
• To increase sales revenue of organisation with 15% in next 8 months.
CONTINUE…

• STP model : Use of STP model is made by the body shop so that proper strategy
regarding the target audience and positioning strategy can be formed. Following
strategies are made by The body shop for its new fair handsome cream for men.
CONTINUE….

It can be evaluated that use of market plan is helpful for an organisation to achieve its
objectives and target in a more effective way. Market plan facilitates better
information about mission, vision and objectives of organisation thus facilities better
guidance to achieve desired target. It has been observed that use of marketing plan
lead to better positioning and targeting of a product to achieve better objectives and
efficiency in operation. Further effective controlling and monitoring measures are also
facilitates by market plan to ensure effective check on performance and efficiency of
project.
CRITICAL EVALUATION OF MARKET PLAN

• Makhitha, K. M., 2019. Marketing strategies for closing the market access gap
experienced by small craft producers in South Africa. Journal of Business and Retail
Management Research. 13(3).
• Nirschl, M. and Steinberg, L., 2018. Einstieg in das influencer marketing: grundlagen,
strategien und erfolgsfaktoren. Springer Gabler.
REFERENCES

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