Marketing Plan for New Product Launch

This assignment requires the development of a marketing plan for launching a new product. It involves conducting an industry analysis, understanding cultural paradoxes in global marketing, promoting public sector causes, and designing services for business development management. The plan should also consider the impact of dynamic capabilities on operational marketing and technological capabilities. Students are expected to provide a detailed and well-researched marketing plan that takes into account various aspects of marketing, including industry analysis, social marketing, service design, and more.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
LO 1.................................................................................................................................................1
Role of marketing in the organization.........................................................................................1
Key elements of marketing functions Interrelationship with other functions in modern
organization ................................................................................................................................2
LO 2.................................................................................................................................................4
Comparing the ways in which different organizations apply the marketing mix to the
marketing planning process to achieve the business objectives..................................................4
LO 3.................................................................................................................................................7
Marketing Plan ..........................................................................................................................7
CONCLUSION .............................................................................................................................10
REFEREENCES ...........................................................................................................................11

INTRODUCTION
Marketing essentials is the process which bridges the gap between the information and
real world experience. Marketing is one of the most misunderstood disciplines in management of
the organization. Besides that, marketing is the back bone of the company who promote the
brand name in the competitive market. Present study has been based on the marketing essentials
of Beauty Giant which is the cosmetic selling company that has about 50 branches all over the
UK. Besides, that they deal with men and women toilets from various worlds renounced brands.
Further, In this study will be explaining about the roles and responsibilities of marketing
function. Besides, it also explains roles and responsibilities of marketing relate to the wider
organizational context. Overall the main purpose of the study is to define and spread the deep
understanding of marketing. At the end of the segment will prepare the marketing plan for a new
product is Forever Young which is the ageing cream for both men and women.
Role of marketing in the organization
Role of Marketing in modern organization:
Marketing play important role in the each and every company which aid to promote the
their goods and services in the marketplace. It play essential role in set up the relationship among
consumers and companies offering in the marketplace. Marketing is most important aspect in
making products successful in effective manner (Mishra and Modi, 2016). Therefore, Beauty
Giant focus on marketing of their goods and services in the marketplace. Marketing play role in
different ways such as
Meets the consumer needs and wants: It is necessary to meet the consumers needs and
wants while selling the goods and services in the marketplace. Marketers determine needs and
wants of consumers as well as adopt marketing strategies accordance. They effect needs as these
are formed by cultural and individual personalities.
Better product offering: It is essential to offer the better products to meet the
consumers needs and wants in the marketplace. Most of firms sell more than one products.
Physical goods which is products have to be well packed and labelled. As compared, services are
featured by intangible and inseparability (Charter, 2017). Therefore, marketing plays an active
role through designing and handling products offering.
1

Face competition: Competitive position is essential in today;s international markets.
Marketing aids in keeping balance of expectations and challenger's offering through observing
the market nearly. Superior facilities, premium goods and efficient business are utilised by
Beauty Giant to retain their market share (Wilden and Gudergan, 2015.).
Functions of marketing in modern organization:
Marketing is related to dealing of goods and services. Through its, medium the products
and services are brought to the place of consumption. There are different marketing functions
undertake in relation to dealing of products and services.
Collecting and evaluating info: It is the necessary activity of marketing. Under this, an
attempt is made to know consumer thoroughly in such as ways like consumer wants, quantity,
price of products, type of advertisement and so on. All the relevant info about consumer is
gathered and evaluate by Beauty Giant.
Product Designing and Development: The designing of goods play essential role in
product selling in the marketplace. The better and attractive products designed that help to
increase the sales of company. The control of special design affords firm like Beauty Giant to
competitive advantage (Krush, Sohi and Saini, 2015). It is essential to remember which it is not
sufficient to make design in relation to good but it is more essential to develop it constantly.
Branding: Each and every company wants that their goods can have special recognition
in the marketplace. Giving of different name to one's product is known branding. Therefore, the
aim of branding is to show that the goods of given firm are antithetic from that of the
challengers, so that it has their identity. Strong branding aid to accomplish the objective of
Beauty Giant.
Customer Support Service: Consumer is the king of market. Thus, it is one of principal
activity of marketer to offer every potential aid to the consumers. A marketers like Beauty Giant
offers principally the following facilities to the customers (Smyth, Duryan and Kusuma, 2019).
Services involves after sale facilities, technical, credit services and managing complaints of
consumers. Effective consumer services help to accomplish the objective of Beauty Giant.
Defining objectives and strategies (Developing Market strategies), The
objective of Beauty Giant is to grow and develop the business in the
beauty industry. Also, the mission of provide the high quality goods to the
consumers for increasing the sales and profits.
2

Marketing mix 4Ps:
Product: Beauty Giant has limited range of product like Beauty Creams,
Eye make up and others goods.
Place: company has expand their business in different location and areas
which aid to increase the sales and brand image.
Promotion: company will utilise the social media for promoting of goods and
services which aid to increase the sales and brand image.
Price: company will provide the affordable prices of goods and services to
consumer which aid to increase the sales and brand image.
Evaluation of process (Implementation & control)
Company will utilise the integrated communication marketing for
promoting of goods and services which aid to increase the sales and brand
image.
Key elements of marketing functions Interrelationship with other functions in modern
organization
Interrelationship between marketing and other functions:
Marketing is the important aspect for offering and promoting the goods and services in
the marketplace. This function is interrelated with the other functions of company like human
resource, finance, production and so on. These interrelationship is essential for Beauty Giant in
relation to accomplishment of their objectives and goals.
Human Resource Management:
The marketing department will need to work nearly with the human resource
management to ensure that appropriate abilities and staffing levels are in place to research and
develop new goods thoughts, meet production target and make an aspiring and competent sales
team. The human resource management division will have various recruitment and training
demands from across the company (Marketing and its relationship with other business activities,
2018). It will have to balance their responsibilities to marketing with those to other divisions.
3

Therefore, marketing department will ensure that how many employees needs to marketing and
promoting of goods and services within the marketplace. This interrelationship aid to accomplish
the marketing objectives of Beauty Giant.
Finance Department:
The marketing department will have require to work nearly with the finance division to
ensure that there is an capable budget to meet the wants for research, promotion and distribution.
The finance division have entire company brief to ensure that all the business activities with in
their financial capacities. They will want all divisions to work with their allocated budgets.
Marketing department can wish to consume if profitable marketing chances emerge over the year
(Charter, 2017). The marketing division is liable to concentrate on sales volume and building
market share of Beauty Giant. Therefore, marketing department ensure that need of funds for
marketing and advertising of goods and services in the marketplace. This interrelationship aid to
accomplish the marketing objectives of Beauty Giant.
Operation function:
The marketing division will require to work nearly with the operation division to ensure
that capable research and development is formed to satisfy current and future consumer wants.
The products can be produced to the quality and design specifications laid down by the
customers. The volume of orders is generated by marketing department which can be met within
the time programme needed for delivery. It is liable that marketing division can set timeline
which can expanse the capacities of the operation division (Krush, Sohi and Saini, 2015).
Marketers get goods to market for ensuring competitive advantages where as operation
department will want to test and develop goods wholly to ensure that they do not have to repair
defective items. Therefore, marketing department will need to ensure that which type of design
of goods consumers wants in the marketplace. This interrelationship aid to accomplish the
marketing objectives of Beauty Giant.
Comparing the ways in which different organizations apply the marketing mix to the marketing
planning process to achieve the business objectives.
Marketing mix is the mixture of some different elements to attract the number of
customers and goals in to the business targets along with that it also helps to define the long
lasting opportunity goals (Aithal, 2017). Marketing mix is the type of marketing strategy tool
through company can easily communicate about the product or services that company produces
4

for the customers. Such as “Forever Young”. Beauty Giant is the company who launch the new
product along with new prices, services, offerings etc. every organization marketing mix strategy
is different and unique through they attract their potential customers and goals. Here it given the
comparison of the Beauty Giant and LOreal company
Marketing Mix LOreal company Beauty Giant
Product LOreal company is the wide and huge
beauty company along with their
product portfolio under them. The
marketing product mix of the
company is quite high and attractive.
They produce number of beauty
products with different variety to
attract customers and buyers. They
provide products which based on
different divisions such as active
cosmetic division, professional
products vision, LOreal company luxe
etc (De Mooij, 2018).
Beauty Giant comparatively
the other company is having
the limited beauty products
such as Beauty creams, eye
make-up, along with different
sets such as VIP collection
virgin hair, Narcia 100%
Remy Siberian etc.
Price LOreal company sets their product
price on the basis of its leading growth
channel. Besides, that it also helps to
develop the leading development
growth that attract people as their best
prices. However, company set prices
on the basis of premium price and
customers are even ready to buy those
products due to high demanding.
LOreal has always come up with
different innovations that makes the
company more popular and leading.
In the context of this company
its sets prices on the premium
basis that helps to attract the
number of people and
challenging growth into the
best following manner and
leading advantageous growth.
Company sets the prices to
attract number of people into
towards the product
development along with
different activities and goals to
5

develop in the competitive
market.
Place Place is the another mix of the
marketing strategy through company
can also attract or gain market
attention such as LOreal it has all
overall different division where the
products are available all the time with
the best possible range. In present it
exits in around 130 countries in 5
continents. Each of their products are
available at departmental stores, retail
outlets and pharmacies, saloons,
cosmetic and stores. So that, customer
can easily buy its products from
anywhere.
As compare to LOreal Beauty
Giant having limited stores in
across the world. Due to which
they restrict the market
opportunity and fails to reach
out the customers. It only
spread across the UK with
around 50 stores.
Promotion Promotional activities are the one of
the best marketing element without
which company cannot make the
market appearance (Fine, 2017).
Promotional activities of LOreal is
spread at wide range. In other words,
it is the international brand that makes
the huge impact on the customers
through its slogan line that is
“Because we're worth it”. Besides that,
it also generates the good impact on
the overall company process to get the
best outcome goals. Company
Beauty Giant also promote its
products by advertisement,
TV, magazines etc. through
different promotional manner.
It helps to reach out the
customers. Besides, Beauty
Giant also gives discounts and
summer winter offers to grab
the customer attention.
6

promote its product by celebrities'
advertisement, TV, magazines,
through digital advertisements etc.
besides that, it generates long lasting
image on the customer minds in order
to meet out the client needs and meet
expectation level.
Physical Evidence Physical evidence marketing mix
belongs to the physical appearance of
the company across the cities or
countries. In other words, how
company reach out the new product
with the customers in different
manner. LOreal chain is spread in all
over the world and make the best out
of the game and attract the number of
people with different objectives and
goals.
Beauty Giant is also
approached the buyers through
different manner such as
through brings the new
developing different manner
and growth towards the great
opportunity and task. It brings
the new developing results.
People People refers the employees who
working within the organization to
accomplish the company goals and
objectives (French and Gordon, 2015).
Besides that, LOreal having the best
employees that highly dedicated
towards the company goals which
brings the new development era. In
other words. It also helps to define the
long lasting development goals.
Employees or workers of LOreal is
highly dedicated and innovative. All
Employees of Beauty Giant is
also having the talented
employees towards the making
the leading goals and brings
the great deal for the company.
7

over LOreal has more than 30,000
employees.
Process Process is referred to the process
which define who it can be more
different and leading towards the
organisation performance. Process
also define the way through company
sell out their products to the end
consumer. LOreal distribute their
products through stores, outlets, online
or in different growth.
Process of Beauty Giant is to
distribute product through
retailer, distributors, online
offline etc. to gain the
customer attention.
Marketing Plan
Executive Summary
Marketing plan is the sum of business plan that company produce for new launching of
product. It makes the good deal towards the opportunity and goals. Besides, that it helps to give
the better attraction level it also makes the process more clearly and brings out the best effective
leading charges (Ismail, 2018). Moreover, it takes out the best during following results to get
new business environment and growth. Present marketing plan has been based on the new
product development. That helps company to get the business opportunity and task. Along with
that it take out the new working outcomes and brings out the best growing material. Besides that,
report also described about the new product launched by the Beauty Giant.
Mission
The main target or aim of the company is to enhance the company wide range of product
portfolio and attained the company aims and objectives. Overall, Forever Young is the new
product launched by the company that aims is to give new experience to the older age people to
get more master and young by using the Forever young anti ageing cream.
S-T-P (Segmenting, Targeting, Positioning)
8

Segmenting : Segmenting is the differentiating tool used by the company to select the
target segmenting. Besides that, to target the customer and convince them to buy for that it
requires gaining the customer attraction level by performing the best way to sell the product.
Market segmentation has based on different segments through company selects one such are
demographic, psycho graphic, lifestyle, belief and values, life stages, geography and language
and behaviour, usage level (Zikmund and et.al., 2017). Beauty Giant is the biggest form of
different manner and long lasting work objectives. Usage is an interesting variable which
represents recognize that they have power users that are responsible for an outsize portion of
sales (Lovelock and Patterson 2015). Besides, coca cola for example has a club for their power
users because the leading goals and objectives. It also approaches the long lasting way of
determining the best goals.
Targeting : Selection targeting is based on the size, difference, Money, Accessibility. In
other words, target market customers of the company is younger age people between 30-40 years
old men and women. To sell the product in the market target should be set by the company.
Positioning : Positioning is the another way to promote the long lasting way to promote
the product into higher manner (Saunders, Barrington and Sridharan, 2015). Beauty product has
always been on the first priority that must by buy from the customers. In other words, it helps to
motivate the long lasting range and growing development task.
SWOT Analysis
Strength : Beauty Giant is the known brand in across the UK that offers the effective
brand products to the markets as per the needs and wants.
Weaknesses : Weaknesses of Beauty Giant is limited products and limited reach to
across the world. Besides, Beauty Giant is the small based business or company that is the
biggest weakness of the company.
Opportunity : The biggest opportunity for the company is scope to expand the business
at international level to gain more market demand and customer reach. Another opportunity for
the company is expansion of product development and market development.
Threat : Threat is the factor that might affect business in any manner such as dynamic
customer needs and wants, heavy competition in the market and product quality has to be there
to gain customer attention towards the products (Maskell, Baggaley and Grasso, 2016).
Budget
9

Budget is the foremost element in marketing plan that fulfil the needs and wants of the
marketing. Funds has to be their to fulfil the business objectives and requirement.
PESTLE Analysis(External analysis)
PESTLE analysis is the another way to control the leading challenges and goals to which
influenced by the external environment. Lin order to launch the new product it must be required
for the company to analyse the external environment and business challenges to get the best
ideas and to make the correction action plan for the growth (Rowley, 2016).
Political : Political factors helps Beauty Giant to get the idea about current the political
situations. In other words, due to sudden changes in policy makes the hurdles for the company.
Economical : Economic factors highly get influenced from interest rates, inflation rates,
bank rates etc. so all these factors might affect the company product price.
Social : Social factors affect company in different manner just to make the process more
inappropriate. Due to changes in customer needs and wants, behaviour these social factors get
more influenced.
Technological : Technological factors is the most leading factors that helps company to
take the new opportunity and goals. Technological factors has always provides opportunity for
the company to make the good image in front on the customers. Such as company has to make
the good approach to brings the new management and goals (McDonald and Wilson, 2016).
Apart from that, it also helps to generate the large management approach.
Legal : Legal factors is the significant factor that affect business reputation and goodwill
in the market if company fails to meet the government regulations. In other words, Beauty Giant
should have to acquire all possible laws and regulations on the businesses to safe the business.
Monitoring and controlling
This is the last process of marketing plan which involves the follow up process to gain
the market growth (Patassini, 2017). Besides, this process of marketing plan that helps manager
to take further action plan on the basis of
CONCLUSION
As per the above report and discussion it has been concluded that marketing is the
foremost activity to define the best outcome and growth. Present study based on the marketing
concept that defined the importance of marketing process and targets. Apart from this, study has
explained roles and responsibilities of marketing functions along with the marketing mix
10

strategies adopted by different manner. Overall study presented the marketing plan for launching
the new product.
11

REFEREENCES
Books and Journals
Aithal, P. S., 2017. Industry Analysis–The First Step in Business Management Scholarly
Research.
Charter, M., 2017. Greener marketing: A responsible approach to business. Routledge.
De Mooij, M., 2018. Global marketing and advertising: Understanding cultural paradoxes.
SAGE Publications Limited.
Fine, S. H., 2017. Marketing the public sector: Promoting the causes of public and nonprofit
agencies. Routledge.
French, J. and Gordon, R., 2015. Strategic social marketing. Sage.
Ismail, A., 2018. International Marketing Strategies in the Celebrity Cosmetics Industry: A Dual
Case Study: Huda Beauty and Fenty Beauty.
Krush, M.T., Sohi, R.S. and Saini, A., 2015. Dispersion of marketing capabilities: impact on
marketing’s influence and business unit outcomes. Journal of the Academy of Marketing
Science. 43(1). pp.32-51.
Lovelock, C. and Patterson, P., 2015. Services marketing. Pearson Australia.
Maskell, B. H., Baggaley, B. and Grasso, L., 2016. Practical lean accounting: a proven system
for measuring and managing the lean enterprise. Productivity Press.
McDonald, M. and Wilson, H., 2016. Marketing Plans: How to prepare them, how to profit from
them. John Wiley & Sons.
Mishra, S. and Modi, S. B., 2016. Corporate social responsibility and shareholder wealth: The
role of marketing capability. Journal of Marketing. 80(1). pp.26-46.
Patassini, D., 2017. Beyond benefit cost analysis: accounting for non-market values in planning
evaluation. Routledge.
Rowley, J., 2016. Information marketing. Routledge.
Saunders, S. G., Barrington, D. J. and Sridharan, S., 2015. Redefining social marketing: beyond
behavioural change. Journal of Social Marketing. 5(2). pp.160-168.
Smyth, H., Duryan, M. and Kusuma, I., 2019. Service design for marketing in construction:
Tactical implementation in the “business development management”. Built Environment
Project and Asset Management. 9(1). pp.87-99.
Wilden, R. and Gudergan, S.P., 2015. The impact of dynamic capabilities on operational
marketing and technological capabilities: investigating the role of environmental
turbulence. Journal of the Academy of Marketing Science. 43(2). pp.181-199.
Zikmund, W. G. and et.al., 2017. Marketing Research: Asia-Pacific Edition. Cengage AU.
12

Online
Marketing and its relationship with other business activities. 2018. [ONLINE]. Available
through . : <http://www.sanandres.esc.edu.ar/secondary/Marketing/page_14.htm>.
13