Marketing Essentials: Roles, Responsibilities, and Marketing Mix

This document provides an overview of the key roles and responsibilities of the marketing function, how they relate to the wider organizational context, and how different organizations apply the marketing mix to achieve business objectives. It also includes a basic marketing plan for ZARA, a leading retailer in the fashion industry.

Marketing
Essentials

Table of Contents
INTRODUCTION ..........................................................................................................................1
TASK 1............................................................................................................................................1
P1 key roles and responsibilities of the marketing function......................................................1
P2 Roles and responsibilities of marketing relate to the wider organisational context..............1
Covered in PPT ..........................................................................................................................1
TASK 2............................................................................................................................................1
P3 Ways in which different organisations apply the marketing mix to the marketing planning
process to achieve business objectives........................................................................................1
P4 Basic marketing plan..............................................................................................................6
CONCLUSION ...............................................................................................................................9
REFERENCES .............................................................................................................................10

INTRODUCTION
Marketing introduces to activities undertaken by an organisation to promote the selling or
purchasing of a product or service. It includes advertising, promoting, selling and delivering of
goods to customers or other enterprise (Fan, Lau and Zhao, 2015). For this project, ZARA is
chosen retailer based in Arteixo. This company mainly specialise in fast fashion and products
such as clothing, shoes, accessories, swimwear, perfumes and beauty. Marketing mix of two
different organisations and marketing plan of ZARA will include in this report.
TASK 1
P1 key roles and responsibilities of the marketing function.
Covered in PPT
P2 Roles and responsibilities of marketing relate to the wider organisational context.
Covered in PPT
TASK 2
P3 Ways in which different organisations apply the marketing mix to the marketing planning
process to achieve business objectives.
Marketing mix introduces as a group of marketing variables that the company combines
and manages, to produces wanted response within target market. It is an effective tactic that an
enterprise applies to advertise its product in marketplace. Marketing mix have 7 different
elements which are product, people, price, promotion, place, process and physical evidence.
These are effective elements which will helps an organisation to promote their products and
achieve better outcomes within given time duration. In this section, two different organisations
have used marketing mix with purpose to improve their market image and reputation. ZARA and
H&M are two selected organisations for identifying importance of Marketing mix in
achievement of business objectives (Išoraitė, 2016).
Elements
of
marketing
mix
Description ZARA H&M
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Product Product introduces to the
item really being sold.
Product is provided to
the purchaser for sale
and are able of fulling
their wants. One of the
main difference between
product and service is
that a service is
intangible and product is
tangible.
Zara is one of the leading
luxury fashion retailer in all
over the world. Company
specialised in selling of
different products to men,
women and children. They
offers jeans, skirts,
knitwear, T-shirts, shoes,
trousers, tops, bags and
accessories (Todorova,
2015). As different
categories in products will
support an organisation in
accomplishment of its long
term goals and objectives.
H&M group has different
retail shops in all over the
globe. Company mainly
specialise in dealing on
men, women and kids
products. Today, H&M
famous for manufacturing
and selling of shoes,
accessories, bags, beauty
products and clothes. These
products are currently
available in its different
stores which will assist an
enterprise to attain its
business objectives easily.
Price It is described as the
value which a client pays
to acquire the wanted
service or goods. The
product pricing should
be done in different ways
such as competitor's
price, customer location,
terms of sale, discounts
and so on.
Zara follow value-based
pricing approach.
Company offers latest
fashion to men, children
and women at lower rate in
all its global shops as
compared to another
multinational brands.
Company follows low
pricing strategy which will
assist them to achieve their
business objectives within
set of time.
Most of the products of
H&M are provided at a
reasonable cost for middle
income group. Company
differentiates itself on the
basis of its products price.
Affordable price of
products will help H&M to
gain competitive advantages
within given time period
(Datta, Ailawadi and Van
Heerde, 2017).
Place Place introduces to the
accurate point of sale.
ZARA is a multinational
retailer in all over the
H&M produce its products
and services in all over the
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Main purpose of this
element is to attract large
number of customers by
providing quality
product easily.
world and have their stores
in 88 countries with over
6500 outlets. Company also
sells their products through
their online store which
will helps by increasing
number of customers.
Supply chain of Zara will
also support them in
providing competitive
advantages. The stores of
Zara are located in posh
areas and are modern and
spacious in look with
excellent lightings (Abril
and Rodriguez-Cánovas,
2016).
world. As it will help
organisation to sell its
products and achieve better
results easily. Mostly,
stores of H&M are located
in in big cities, shopping
malls and city centres.
Along with this, products in
different locations will
support H&M in
improvement of its growth
and success at national as
well as international level.
Promotion Promotion refers as an
effective type of
marketing
communication which is
used by an organisation
to promote their products
and services in
marketplace. As it will
support an enterprise in
increment of customer
base as well as
improvement of their
brand image in
marketplace.
Zara is a biggest
organisation and they
barely spend any amount of
capital on advertising.
Company is famous or
popular for being press shy.
Zara not advertise their
products or services on
television because they
don’t engage in any kind of
flashy campaigns. USP of
Zara is its large variety of
styles, short processing
time and affordable pricing
H&M uses different
strategies of marketing to
promote their products and
services to the customers
and in marketplace. Social
media, fashion shows,
magazines, billboards are
considered more effective
and valuable channels of
promotions. As it will help
company to promote and
sell their products to the
customers. Company is
more active on their digital
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(Ahmed and Rahman,
2015). Company believes
that their show windows
are attractive for
advertisements and they
not require anything to
market and sell their
products.
media including its app and
website which directly
interacts with them to their
customers. In addition,
H&M also advertise their
brand via celebrity
promotions in all over the
globe. They are also active
in their corporate social
responsibility activities
which enhance their value
as a strong brand.
Process The flow of activities
and complete procedures
by which the product of
service reaches the end
consumer.
Zara uses supply chain
process which will help
them to achieve
competitive benefit easily.
This process helps
company to increase
satisfaction level among
customers and improve
their financial position in
marketplace (Sinapuelas
Wang and Bohlmann,
2015). It will further
support in reduction of
supply chain costs and
increment in profitability of
Zara.
One of the main process of
H&M is high significance
which is provided to
customer relationship
management. Workers are
trained to attract large
number of customers by
providing them quality
service. Employees at H&M
outlets support the clients in
choosing the best product
for them. Therefore,
delivery and service time is
very speedy which will
support company to gain
satisfied customers.
People It comprises of entire
human beings that have
At Zara stores, different
employees are work with
The workers of H&M are
highly trained which assist
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an active role in offering
the service or product to
the client such as the
workers. It also views
clients as people not as
purchasers, to know their
requirements and satisfy
them.
purpose of achieving better
outputs. Company trained
their all workers to attract
maximum customers by
providing effective services
and quality products. As it
will assist them by
improving brand image of
Zara in customer's mind as
well as in marketplace.
them in reduction of high
employee turnover.
Workers come from diverse
culture and backgrounds
having particular skills.
Personal as well as
Professional development
of workers is highly
promoted. Therefore,
trained and motivated
workers have contributed
their full efforts in
achievement of business
objectives.
Physical
Evidence
Physical evidence
introduces to the
marketing environment
or atmospheres wherein
the direct between firm
and customer takes
place.
Physical evidence of Zara
is related with different
aspects such as high quality
product, very fashionable,
latest in the market, made
from organic, eco-friendly
materials, stores are really
spacious and products are
located beautifully
(Sinapuelas, Wang and
Bohlmann, 2015).
Stores of H&M are suitably
lit with humble staff and
great ambience. The
products are of latest brand
and excellent quality.
Company its diversifying
their portfolio and coming
into more global places.
Effective physical evidence
will support an enterprise in
its growth and development.
7P's of marketing is consider best tactics which will support an organisation towards
achievement of long term goals and objectives. By selling effective products and service to the
customers will support them by maximising customer base and also assist them to accomplish
better results. Along with this another all elements such as price, promotion, process, place,
physical evidence are also important for company to achieve better outputs easily.
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P4 Basic marketing plan
Marketing plan refers to the planned and organised procedure through which it is easy to
launch or come with new products. It is important and significant tool through which operations
of organisation are performed in appropriate and relevant manner. There is requirement of
getting understanding about external and internal factor while conducting operations. There are
many changes which are taking place in external market, hence it is important to understand
changes which are taking place in market. There is complete and specific information about
resources which might affects business operations (Lidstone and MacLennan, 2017). Managers
of ZARA are launching Aloe vera and Lemon mixture face wash which is better for skin care of
consumers by protecting it from sunlight. There is requirement to collect information about
different factors which might affect launching of new products. SOSTAC model is used to
collect complete information about resources which are required for successfully launching new
products.
Illustration 1: SOSTAC Model, 2019
(Source: SOSTAC Model, 2019)
SOSTAC MODEL
This model was propounded by PR Smith through which marketing and business plan
can be done in effective manner. There is complete and specific information with the help of
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which managers of ZARA perform activities in specified direction. It is important and relevant
for managers to understand changes which are taking place in market and if these are not
considered, then this affects performance in launching Aloe vera and Lemon mixture face wash.
There are 6 characteristics which are represented under this model. S stands for situational
analysis, O stands for objective, S says strategy formulation, T says tactics and A stands for
action, C talks about Control (Paley, 2017).
Situation: In current era, ZARA is the organisation which is dealing in fashion industry
providing men wean, women clothes, children, perfumes, etc. This is the brand which is
targeting niche consumers because they have high price products because of quality and brand
image in industry. In current market, there is difference in demand of consumers, so managers of
ZARA are working in industry through which they can get complete and specific information
about changes. For understanding situation of ZARA, SWOT analysis will be conducted.
Strengths: Weaknesses:
This is the organisation which is operating with
around 2000 stores all over the world through
which they have world wide image in
organisation. One of the strength of Aloe vera
and lemon wash washes is that is made from
herbal products and it will not negatively
impact its consumer as it has no side effects.
There is much competition in fashion industry
and ZARA have limited marketing and
advertising campaigns. Main weakness of
Aloe vera and lemon face wash are more
expansive.
Opportunities: Threats:
There is expansion of business by entering in
different segment of products and services.
They can come with join collaboration with
other e- commercial website through which
sales and brand image can be improved. Main
opportunity Aloe vera and lemon wash washes
is it is beneficial for those people who have
Switching of consumers to other brands is the
major threat for ZARA. There are some
countries who have less economic growth of
country, hence in this case consumer does not
prefers to invest in fashion industry.
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impact on their screen.
Objectives: There are some objectives for which ZARA are thinking to launch Aloe
Vera and Lemon mixture face wash is to taking acre of consumer demand and provide them
herbal products which does not give negative impact on health of consumers (Jarach, 2017).
Mission: ZARA have mission behind launching Aloe vera and Lemon mixture face wash
is to “to provide consumers cosmetic product which is herbal and does not give negative impact
on skin.”.
Vision: Vision is to encourage consumers for using herbal products and adopting healthy
life style.
Business Objectives: Objective behind launching this product is :
To increase sales by 20% in cosmetic sector with 1 year of launching Aloe vera and Lemon
mixture face wash.
Strategy: There are some people for which this launching of products through which
corrective action can be achieved. It is important and relevant for managers of ZARA to know
that for whom they are launching this product, so marketing can be done in effective and
appropriate manner. STP is the tool which is used for the purpose of strategic launching of
product.
Segmenting: Segmentation is the basis under which consumers are bifurcated through
which it is easy to divide whole population on the basis of characteristics, income, age, life style,
etc. Segmentation of this product is on the basis of demographical basis.
Targeting: Targeting of consumers is on the basis of age because Aloe vera and Lemon
mixture face wash can be used by individuals with age group range of 20-50 years. Aloe vera
and Lemon mixture face wash is launched in two segments i.e. for male and female (Haider and
et. al., 2019).
Positioning: In order to maintain good brand image in market, managers of ZARA have
to use best marketing strategy i.e. live demonstrating, advertisement by brand ambassador, etc.
This assist in acknowledging people about new product and they prefers to avail it.
Tactics: There are some issues which is faced by ZARA in implementing marketing mix
in new market. It is important and significant for understanding changes which are taking place
in industry and understood changes which assist in improving.
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 Product: ZARA is coming with new product considering consumer' s skin care i.e. Aloe
vera and Lemon mixture face wash for male and female. Price: Pricing strategy for this new product is “Market penetration” in which while
launching new product cost will be low but with increase in demand, there will increment
in price too. Place: This product firstly launch in UK because there are many people who are skin
conscious and want herbal skin care products. Promotion: Promotion of new product will be done through live demonstrating and
advertising through brand ambassador. Process- This product will be available to consumers at ZARA outlet so there is no issue
of quality aspects. People- Employees are the sources through which this product can be demonstrated to
consumers properly and handling their grievances properly.
 Physical evidence- There is requirement of some pictures of Aloe vera and Lemon at
packet of face wash through which it is more effective and impactful to consumers
delivering organic and herbal values.
Actions: There is requirement of some sources of finance with the help of which it is
easy for ZARA to launch Aloe vera and Lemon mixture face wash such as hiring working,
marketing expenses, installing new technology, etc. So managers have to take actions for it.
Control: Controlling is the process which assist in getting proper outcome because
actions are taken for deal with dynamic business environment. While evaluating business
actions, if there is any negative outcome, then manager are liable for taking corrective actions
(Kotler and et. al., 2015).
CONCLUSION
From the above report, it has been concluded importance of marketing in attraction of
customers and improvement of brand image, marketing mix have been done with the help of
people, product, price, place, promotion, physical evidence and process. With the help of these,
company more capable to introduced their products in marketplace. Along with this, marketing
plan also supported an enterprise to introduces new product or service in marketplace. This plan
have been completed with the use of SWOT analysis, STP, vision, mission, marketing objectives
of company and many other models.
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REFERENCES
Books and Journals
Abril, C. and Rodriguez-Cánovas, B., 2016. Marketing mix effects on private labels brand
equity. European journal of management and business economics. 25(3). pp.168-175.
Ahmed, S. and Rahman, M., 2015. The effects of marketing mix on consumer satisfaction: A
literature review from Islamic perspective. Turkish Journal of Islamic Economics. 2(1).
pp.17-30.
Datta, H., Ailawadi, K. L. and Van Heerde, H. J., 2017. How well does consumer-based brand
equity align with sales-based brand equity and marketing-mix response?. Journal of
Marketing. 81(3). pp.1-20.
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.
Haider, A. A. and et. al., 2019. Marketing Management.
Išoraitė, M., 2016. Marketing mix theoretical aspects. International Journal of Research–
Granthaalayah. 4(6). pp.25-37.
Jarach, D., 2017. Airport marketing: Strategies to cope with the new millennium environment.
Routledge.
Kotler, P., Burton, S., Deans, K., Brown, L. and Armstrong, G., 2015. Marketing. Pearson
Higher Education AU.
Lidstone, J. and MacLennan, J., 2017. Marketing planning for the pharmaceutical industry.
Routledge.
Paley, N., 2017. How to Develop a Strategic Marketing Plan: A step-by-step guide. Routledge.
Sinapuelas, I. C. S., Wang, H. M. D. and Bohlmann, J. D., 2015. The interplay of innovation,
brand, and marketing mix variables in line extensions. Journal of the Academy of
Marketing Science. 43(5). pp.558-573.
Todorova, G., 2015. Marketing communication mix. Trakia Journal of sciences, 13(1), pp.368-
374.
Online
Zara Marketing Mix (4Ps) Strategy. 2019. [Online]. Available
through:<https://www.mbaskool.com/marketing-mix/products/16999-zara.html>.
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