Marketing Essentials

This document provides an overview of marketing essentials, including the key roles and responsibilities of the marketing function and its interrelationship with other departments. It also compares two companies on the basis of marketing mix and discusses various marketing strategies and techniques.

Marketing Essentials
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Table of Contents
INTRODUCTION...........................................................................................................................3
Part 1................................................................................................................................................3
Key roles & responsibilities of marketing function along with interrelationship between
marketing and other department.............................................................................................3
Part 2................................................................................................................................................6
Comparison between two companies on the basis of marketing Mix....................................6
P4 Marketing plan for the business organisation.................................................................10
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................16
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INTRODUCTION
Marketing is one of the most essential process used by every business organization in
order to promote their offering and create awareness at the marketplace of all the products and
services. This procedure consists of various activities such as free distribution of products,
television advertisement, campaigning and so on. It has been analysed that marketing define as
the process where products are being promoted to attract or influence customers and influence
their decision to purchase those products. In addition to this, it has also been identified that all
the elements included in marketing help in retaining their customers as well as attract new one
towards them as they adopt new methods to grab their attention. Beauty Giant is a business
organisation deals in variety of cosmetic products. At present the company having around 50
stores at the marketplace of UK. After examining the current market situation of United
Kingdom, Top management team of Beauty Giant decide to launch a new product named as
“Forever Young” which is an anti ageing product target around the individual who are over the
age group of 30. The present report is divided into two parts where in the first section is an essay
which includes marketing function roles and responsibilities along with this interrelationship
between marketing function and other department of the company. On the other hand, in the
second section, comparison between two companies on the basis of marketing mixes. At the end,
an appropriate marketing plan is prepared by the higher authorities who as a result assist them in
order to improve their overall sales of the company.
Part 1
Key roles & responsibilities of marketing function along with interrelationship between
marketing and other department
Marketing define as science and art where products and services of the company
promoted at the marketplace in attractive and unique manner so that targets of the organization
will be achieved. It is a continuous process which needs to be modified on a timely basis by the
higher authorities so they can attract large number of customers towards them. As a result, this
will assist in raising the profitability as well as revenue of the business entity at the competitive
marketplace. Along with this, it has also been said that it is necessary to examine the requirement
of customers before establishing or launching a product at the competitive marketplace. This will
help them in satisfying their needs by producing products according to their requirements.
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Marketing concept define as the process according to which it is necessary to examine
the requirement of customer before making any kind of decisions. As a result it will provide
assistance to fulfil all the requirements of the customer in an effective manner. There are mainly
five types of marketing concepts which needs to be considered by the managers so that they can
gain opportunities and profit at the competitive marketplace by satisfying the needs and
requirements of customers. Production concept : It refers to the first concept of marketing according to which
customers buy those goods and services which can easily be affordable by them. This is
the concept used by Beauty Giant where they increase the range of production so each
and every person located within the marketplace of UK can easily buy their products. Product concept : Another concept is product where consumers majorly prefer high
quality products and services which help them in order to satisfy their needs and
requirements. In relation to Beauty Giant, managers of the company introduce new and
innovative features by examining requirements of customers in an efficient and effective
manner. Selling concepts : Another marketing concept says that customers purchase highly
promoted goods and services. Wherein, Beauty Giant is an organization mainly focuses
on promoting goods and services at large scale so they will be able to develop awareness
about their offerings. Marketing concept : It is the fourth concept according to which main focus of the
company is to identify the needs of customers so by manufacturing them they can satisfy
their desires. This will assist them in order to develop positive relationship with the
customers and retain them for a longer period of time. In reference to Beauty Giant,
marketing team examines the needs of customers by conducting survey, so they can
satisfy their needs.
 Social marketing concept : Last marketing concept says that selling all the products and
services which assist in improving the living standards of individuals. In relation to
Beauty Giant, management team contribute their some amount of profit for the growth
and development of society as they adopt CSR method.
Interrelationship of marketing with other departments
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Marketing plays very essential role in the success of a company as they provide them
base to promote their products and services at competitive marketplace. Similarly, there are
various other departments which create positive influence on the success of a business along with
marketing department. It is required to maintain coordination between each and every
department at workplace so they can create positive outcomes rather than developing negative or
adverse effects on the growth and success of a business organization. In reference to the present
context of Beauty Giant cosmetic selling company, it is necessary for them to develop
coordination among various organisational departments. Some of these interrelationships are
going to be discussed as follows: Interrelationship between marketing and manufacturing department: Production or
marketing department in an organization produces products and services which is
commonly produced by them to satisfy the needs and requirements of customers. In
reference to the present organization which is Beauty Giant, production department and
marketing department together perform all the operations and maintain coordination
between them. Along with this, marketing department provide guidance to the
production department where they examine all the needs of customers and communicate
it to them so they produce products which assist them in order to satisfy their
requirements and wants. Maintaining coordination between both the departments creates
manufacturing of high quality services which as a result attract and retain their customers
for a longer period of time. Interrelationship among marketing and finance departments: Finance section in a
company acts as life blood as each and every activity requires funds. Also, for
conducting various promotional activities, it is required by marketing team to have
sufficient funds so they can conduct all the operations in an effective and appropriate
manner. In the present context of Beauty Giant, it has been identified that marketing
department needs huge amount of funds so they can organise various promotional
activities so they can promote their offering and create awareness at the competitive
marketplace. Therefore, it becomes necessary for the marketing team to maintain
coordination with finance department so they can provide them sufficient finance for
performing all there functions in an appropriate way.
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 Interrelationship in marketing and HR department : Human resource are the key
essential assets in a business organisation as they conduct all the operations for achieving
their targets. All the research is conducted by marketing department and communicate
information to the human resources department according to which they allot all the task
to each and every individual. Both marketing and human resource department need to
maintain coordination so they can easily perform their functions after examining the
requirements and needs of customers. This as a result leads towards the development of
high quality products which as a result satisfy the necessities of consumers and retain
them for a longer period of time.
Part 2
Comparison between two companies on the basis of marketing Mix
Marketing mix refers to a method used by organisation to accomplish all the objective
and goals of the company in an effective manner. This is a method which consist of seven main
elements also known as 7 P’s which includes price, place, product, promotion, people, physical
evidence and process. In the present context of Beauty Giant, comparison non the basis of
marketing mix are as follows:
Marketing mix of Beauty Giant and Bobbi Brown
Marketing mix elements Beauty Giant Bobbi brown
Product It is defined as an item that is
offered by company with an
aim to develop value for
customers and to earn profits
as well. In relation to Beauty
Giant, it offers all kind of
cosmetic product and provide
service such as hair extension,
hair colour and any other
associated with women’s. It
helps company to attract more
number of people and enhance
Bobbi Brown has a number of
products offered by the
company in order to fulfil all
the needs and requirements of
their customers. They make
sure that they continuously
bring changes in their products
and also develop the new
products so that they can
effectively fulfil the demand
patterns of their customers.
They are extending their
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its sales as well as profitability
level.
product portfolio to not only
make up products but also
various skincare products.
Some of its major products are
foundation, eye shadow,
mascara, blush, bronzer,
moisturizer, cleansing oil and
many more. They keep their
products flexible enough in
order to satisfy their customers
and keep up with their
demands. Their products are
perceived as luxurious and
modern.
Price It is defined as amount that is
charge by an organisation in
return of providing products as
well as service to customers.
with reference to Beauty
Giant, it makes use of
competitive pricing strategy
that help in gaining attention
of more number of people and
imposes them to once try their
product that has positive
influence on performance of
company.
It is necessary for business to
list down its high priorities
and objectives so that prices
for their products can be set.
Bobbi Brown is providing
high-quality products and this
factor of the product of
company is reflected on its
price. The price is set up by
Bobbi Brown are superior and
a perfect example for premium
pricing. They said high value
of their products in order to
show that the products
provided by the company are
also premium and highly
developed through different
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qualities.
Place It is essential for companies to
choose the place of their store
where reaching of customers
is easy and convenient as well.
The stores of Beauty Giant are
located in the Porsche area
and it has around 50 branches
in United Kingdom. It aids
Beauty Giant enhance their
customer base level and
maximise their revenue level
in an effective manner.
Place refers to the ways of
distribution company uses for
sending their products to the
customer. There are more than
one ways of distribution used
by Bobby Brown for their
products. They use direct
selling to consumers through
their own managed stores.
They also use retailers who set
up stores and sell their
products. Other than this they
also sell to wholesalers who
then sell it to retailers and the
retailers reaches the products
to the direct consumers.
Promotion It is basically a way of
creating awareness about
product and service in market
with an objective to increase
sales and profit. In context to
Beauty Giant, it makes use of
digital media in order to
promote its offerings. It uses
applications such as Facebook,
Instagram, YouTube and so on
that help in reaching large
number of people rapidly and
leads to increase in sales and
revenue of Beauty Giant.
Process of promotion is the
ways in which the products
and services provided by
company are marketed and
communicated to the
customers. Company uses a
number of different
opportunities to communicate
their products to the market.
Bobby brown promotes their
products as luxurious and
supremacy products to their
customers. They use various
advertisements such as
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magazines, newspapers,
billboards et cetera. They have
also hired a personal selling
department in which the sales
force persuades customers in
order to purchase their
products through
demonstrating the products.
Physical evidence It is determining that design of
stores of Beauty Giant is
unique and attractive as well
that gain eyes of people and
influence them to visit once at
its stores. In addition to this, it
also provides online services
that are consider as physical
evidence of company.
Physical evidence refers to the
intangible factors of the
organisation through which
the customer can judge and
differentiate between various
competitors of a product. For
Bobbi Brown the departmental
stores which are modern and
designed to perceive the
customers luxurious needs are
considered as its physical
evidence. Also the employees
who represent the company
addressed hygienically in
black clothing in order to
provide the customers with all
the requirements.
People The company is dealing in
Beauty sector where providing
good and quality service is
required in order to satisfy
customer and convert them
People for Bobbi Brown
involves its employees,
customers, culture of the
organisation and management.
Employees are the major
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into repeat purchase. Beauty
Giant provides training
session to its staff member in
order to improve their skills
that help company to give
quality and best service to
customer and engage them for
longer-time period.
drivers for the services. It is
critical that the employees
hired by company or skilled
and trained enough to provide
excellent customer service.
The company provides on the
job training to their employees
so that they can efficiently
fulfil the needs of their
customers.
Processes It is analysed that such type of
companies is dealing in day to
day in order to maintain a
balance between demand and
supply in market. In addition
to this, it provides beauty
service to a customer that
requires an appropriate
process due to which it is able
to develop positive image in
mind set of customers and
enhance its number of loyal
customers.
Process refers to the system
and the processes that are
affecting the services of the
organisation. Process for
Bobbi Brown include the
operation through which the
services and goods provided
by the company reaches from
the company to their
consumers.
P4 Marketing plan for the business organisation
Marketing Plan is a written document also known as blue print of a company which
consist of strategies, framework, policies, methods which will assist them in order to accomplish
their business objectives in an effective manner. In addition to this, it has been identified that
marketing plan assist in analysing various aspects which includes promotion method, pricing
policies, distribution process and soon. In the present context of Beauty Giant, an effective
marketing plan is going to be developed which are as follows:
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Executive summary: For strengthening the customers base, it is required by Beauty
Giant cosmetic selling company to launch or introduce a new product which is an anti ageing
product named as “Forever Young” . This is a product launch by Beauty Giant where the
management team target around 30+ year old within United Kingdom. For this, it is required by
the top management authorities to formulate a marketing plan which consist of ample number of
strategies, methods and policies, examination of market situation and many more elements so
that they appropriately launch the new product at marketplace.
Overview: Beauty Giant is a cosmetic selling company perform its business functions at
the marketplace in United Kingdom and have almost 50 stores at the marketplace. The company
deals in ample number of beauty products but does not manufacture them by their own. By after
examining the current market situation it has been identified Beauty Giant going to launch a new
product which is anti ageing product. For this, effective promotional campaigning and
advertising are going to be conducted by the higher authorities so they can grab attention of large
number of customers towards them.
Vision: In the present context of Beauty Giant vision of the company is to create a brand
which is loved and cared by every individual person in the world..
Mission: Mission statement of Beauty Giant is to provide high quality cosmetics to their
users for this it is necessary for them to focuses on continuous improvement and satisfy the
requirements of customers.
Objectives: Their main objectives is to enhance their customer base by 10% after
launching the new product. For this, they need to modify their strategies and policies and
examine the market condition on a regular basis.
Situation Analysis :
 SWOT Analysis :
Strengths Weaknesses
 Beauty Giant is a cosmetic brand
provides high quality cosmetics
products which is its one of the biggest
strength.
 Another strength is that it have almost
50 stores in UK marketplace which
 Weakness of the company is that they
do not produce their products by their
own which reduces their overall
profitability and revenue. Another
biggest weakness is that in order to
examine the market condition they need
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increases their market share. expertise marketing team which they do
not have.
Opportunities Threats
 At the present marketplace, people
prefer anti ageing cosmetic products
which is one of the biggest opportunity
for company to grab huge market share.
 Another opportunity is that they can
perform their operations on various
other countries by adopting online
platform.
 There are large number of rivalry firms
which can easily create threats for the
company such as Maybelline, Mac and
many more.
 Another threat is that product launch by
Beauty Giant which is anti ageing
cosmetic can easily be imitated by any
other rivalry firm.
Marketing mix of Beauty Giant (Forever Young) :
Marketing mix is mainly a tool that help an organisation to develop effective strategy and
look on overall process in an effective manner. In addition to this, it is a combination of factors
which is controlled by an entity in order to influence customer to buy their goods as well as
services. It involve 7Ps of marketing that is define below in context to Beauty Giant:
Product: It refers to the items offered by business organisations with the motive of
creating value among the customers and satisfy their needs and wants. In reference to Beauty
Giant, as per the new market trend, the company is going to launch anti-ageing cream named as
“Forever young”. It help company to attract more number of people and enhance its sales as well
as profitability level.
Price: It define as the cost of product charged by customers so they can purchase
products offered by the organisation. In the present context of Beauty Giant, competitive pricing
strategy is used by company which assist in grabbing attention of large number of customers
towards them and influence their decision to buy the product.
Place: This is taken as another essential element which specifies the place chosen by the
business entity where their store could be established and their customers can also reach to it in
rightful manner. With reference to the store of Beauty Giant, it can be said that it is located at the
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Porsche area and it has around 50 branches within United Kingdom. This simply raises reach of
the customers towards the product and services offered by the company which ultimately
increases their sales performance and profitability.
Promotion: Beauty Giant mainly makes use of several promotional mediums such as
Facebook, Instagram, YouTube and others with the motive of increasing their sales performance
by simply increasing its awareness among the customers.
Physical evidence: Designing of the Beauty Giant store is quite unique as well as
attractive which simply results in influencing customers’ interest towards it and also persuades
them to make purchase from the same in brand.
Process: In order to customers’ expectation, the main motive of customers is to deal with
the regular based fluctuation in demand as well as supply at marketplace. Here, the respective
company makes use of such kind of products which develops positive brand name of the entity
among customers that converts them into the loyal customers’ for the entity.
People: Beauty Giant considers both of its employees as well as customers as the core
people for the entity. Here, for satisfying customers the respective company provides high
quality products and services. On the other hand, in order to meet expectation of the respective
company is to provide regular based training program for employees so that they can easily
develop themselves and attain higher success.
Strategies:
Segmentation Segmentation define the element which help in distributing the
marketplace into different small elements as per their characteristic. In
reference to the present business organisation which Beauty Giant and for
this psychographics and demographics are the segments. Management
teams consider the lifestyle, interest, income level and age group of
customers. In the anti ageing cosmetic product company set premium
price.
Targeting This is the element associated with targeting the categories segments by
the organisation. According to the segmentation conducted by
organisation, the anti ageing product is launch by Beauty Giant where
they are going to target who are above the age group of 30.
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Positioning Positioning define as placing the product at new marketplace and provide
them available to the customers. In relation to the anti ageing cosmetic
product launch by Beauty Giant they position the product at their stores.
Action plan: For each and every business organization it is essential for them to produce
an appropriate action plan so they can accomplish all their goals and objectives in an effective
manner. In addition to this, it consists of various factors which assist in accomplishing all the
goals and targets in an effective and systematic manner. Beauty Giant is an organization deals in
range of cosmetic products and have around 50 stores. Management team of Beauty Giant
creates an effective budget plan with the help of which they can manage as well as control their
expenses along with the revenue. In addition to this, whole cost of the product can easily be
estimated in advance so they can perform all the operations effectively. In relation to Beauty
Giant, a marketing budgeting plan which is approved by finance department areas follows:
Control & monitoring: It is necessary for a business entity in order to control and monitor the
functions in an effective manner. Controlling activities done by a company by conducting
auditing &analysing the financial data on a regular basis. With the help of controlling as well as
monitoring all the factors and activities it becomes easy for the company to perform all their
functions in an effective manner. Reducing and eliminating all the wastage assist in producing
high quality of products and services in an effective manner.
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CONCLUSION
As per the above mentioned discussion, it is said that marketing plays very crucial role in
the growth and development of the organization at the competitive market. It has been said that
marketing assist in promoting offering at the marketplace by adopting new and innovative
techniques so that they can maintain their sustainability at the marketplace for a longer period of
time. In addition to this, for every business organization it becomes essential to target their
customers so for this STP approach is being used by the management team and marketing team.
Furthermore, it has also been concluded that each and every department within the business
entity are interrelated with each other which as a result assist them in attaining their
organizational goals and objectives in an effective manner. Apart from this, it is necessary to
examine the market condition before launching new product at the competitive marketplace so
they will be able to gain positive outcomes.
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