Marketing Plan for Beauty Giant's New Product

This assignment examines the development and launch of a new anti-aging product called 'Forever Young' by a fictional beauty giant. It analyzes market needs, positioning strategies, budget allocation, and key performance indicators for monitoring success. The assignment utilizes the 7Ps of marketing mix to craft a comprehensive plan, emphasizing target audience focus, product differentiation, effective promotional techniques, and rigorous monitoring and control measures.

Marketing Essentials

INTRODUCTION
Marketing includes the activities like social media, promotion, sales, public relation, pricing
and distribution, advertising. Marketing concept help the organization to generate profit for the
firm. Beauty giant is selling cosmetic products in the market by purchasing the products from the
suppliers. It has all over 50 branches in UK. It wants to increase their profit by innovating a new
anti - ageing product for the 30 above age. The report highlights the role and responsibilities of the
marketing function and the interrelation of different marketing function. It explains the
comparison of marketing mix plan of “L’Oréal” and beauty giant. It also explains the marketing
plan for the beauty giant company.
TASK 1
P1. Various roles and responsibilities of marketing function
Marketing function is one of the primary function of business as it helps in identifying
potential in the market. The marketing function include marketing research, product development,
finance team, human resource team etc. (The Role of a Marketing Department. 2019).
Managing the brand : The main function which the marketing department perform is
representing the company in front of the people in order to show that what type of work the
company is doing, what the company say about themselves and what type of experience will a
customer feel if they interact with the company (Bai, Chang, 2015). L’Oréal has rightly present
itself to the staff in front of the customer and has successfully capture the large share in the
cosmetic industry.
Promotion : The companies use various promotional technique for the promotion of their product
(Feng and et.al., 2015). For example, in order to create a strong brand image in front of customer
the "L’Oréal" makes celebrities such as Jennifer Lopez, Naomi watts as a brand ambassador of the
company for the promotion of their product.
Conducting campaign: The marketing department should conduct a campaign in order to
analyse the market. The company should first set an objective for the campaign then analyse the
stakeholders in the market and should create a proper plan to achieve to the objective of the
campaign.
Preparation of Marketing and promotional materials: The marketing department should make
the promotional material such as Boucher, cards which should contain all the information about
the product.

Packaging and labelling : Packaging is not done only to protect the product but it is a great
marketing tool which helps in attracting the customer toward the product. The marketing
department design the packaging which are attractive for the customer.
Pricing: Pricing of the product also defines the success or failure of the product as strategy used
by the marketing department in order to attract their target customer plays important role. The
pricing of the product and services vary according to the geographical location, competition in the
market and demand for the product. "L’Oréal" come with the different pricing strategies for the
different market. "L’Oréal" bring new innovation time to time in the market in order to maintain
its position in the market and their customers. The new innovation by the company also helps the
company in attracting new customer towards the product.
Creating content for the website of company: the marketing department should prepare
the content for the website. The marketing department should ensure that the site appear as soon
as possible to the customers when clicked.
Maintaining social media: The marketing department should keep an eye on the social
media that what people are talking about them on the social media and how many times the
company name has been used online. The marketing department should monitor the content
placed on the social media. For example, "L’Oréal" is active on the most of the social media
platform such as twitter, Instagram, Facebook. The company has its own YouTube channel in
which the tutorial video for the use of beauty products by the company is displayed. The company
also started a social media campaign # POWERON in which the customers were asked to share
their hair moments.
Creating strong internal communication within the organisation: The marketing
department should ensure that there is proper communication within the organisation as it is
important that the employee of the organisation understand the companies’ values, goals and
priorities so that all the members of the organisation move toward the achievement of a common
goal.
Conducting market research: The marketing department should conduct a proper research
to analyse the market needs so that product should be introduced according to the demand in the
market. By analysing the market, the marketing department will get an idea about how the product
will be perceived in the market and it also help in analysing your target audience. By doing the
market research the marketing department can know about the competitors in the market.

Having knowledge of the vendors and agencies: The marketing department should have
the proper knowledge of the vendors and agencies in the market.
P2. Relation of marketing with various functions of the organisation
Marketing and operation : Operation department perform all the activities related to
manufacturing of the product i.e., converting raw material into finished product, packaging of the
product, warehousing etc. The marketing department carries this process forward in order to gain
revenue for the company. The marketing department makes the effort to sell the product in the
market for which they use various tactics such as promotional campaign, advertising, use of social
media platform etc. Marketing department also helps in analysing the type of product which is in
demand in the market thus helps the operation department to make product accordingly.
Marketing and human resource department : Human resource department is responsible for
recruiting the skilled employees for its company. The marketing department has to work closely
with HR department as to find right employees for their team. The marketing department presents
the vacancy in the department to human resource department. Marketing department should work
closely with the human resource department to ensure that the proper candidate has been assigned
the proper work. The marketing department should look upon the fact that the candidate are
assigned the work according to their capabilities for example selection of right candidate for the
sales team, for introduction of new product, product development etc. Both the department should
work with each other to create awareness among the employees and to give them proper training
(Noe and et.al., 2017).
Marketing department and Information technology department: The technology is rapidly
changing and thus causing the drastic change in the various industry almost every organisation
whether it is cosmetic, educational, steel manufacturing or any other technology has become an
essential element in every organisation. It has now become one of the key ingredient for the
success of the organisation. The marketing department and information technology should work
closely to each other as the information technology department helps in storing various data about
the customer such as their personal details as well as their likes, dislikes and preferences which
can be a great use to the marketing department is analysing their target customers. The department
also helps in analysing that whether the marketing plan which has been executed is running
properly or not, whether the plan will be successful and give the positive result or not. The
marketing department assists the IT department to carry various activities such as creating a

content to be placed on the social media and other platforms. The marketing department do the
research in the market for the product and accordingly the IT department develops the software
for the customers. The various marketing technology such as paid media- Yahoo, Bing ads,
Google Adwords, social media – Facebook, Instagram, Twitter and various other social platform
helps the marketing department in capturing the customer attraction and targeting the right
customers.
Marketing and finance management : The finance department is responsible for all the finance
related issues in the organisation. The finance department sets the budget for the various
marketing activities which have to be carried by the marketing department. The marketing
department and the finance department has to work closely with each other as the finance
department has the knowledge about the financial capabilities of the company. The marketing
department plays a major role in the finance department as if the marketing plan proves to be
successful it will help the company to earn the revenue for the organisation if the product proves
to be successful it will make profit for the company (Mwangi, Murigu, 2015).
Marketing and research & development department: The research and development department
is very important in the organisation. As it helps the company in analysing the future capabilities
for the product, process and services that has been introduced or going to be introduced in the
market. The research and development department continuously work in order to keep its
company ahead of its competitors in the market. R &D department helps in creating the need for
the product in the market. New product design is very crucial factor for the survival of the
organisation therefore marketing department should keep a close eye on the research department
as it will help to analyse the market and to know the correct way to present the product in the
market means which medium should be tapped for promotion of the product. The marketing
department research for the current demand in the market and provide information to the R & D
department and accordingly R & D department work on the process of product development and
analysing its scope in the mareket. For example, in the current era the social media platform is one
of the most important platform that helps in promoting the products to the people as now a days
many people are in touch with the various social media platforms such as twitter, YouTube,
Facebook, snapchat etc. Both the department marketing as well as research and development is
essential for the development of successful new product and its right introduction to the market. .

Therefore, it is very important for the marketing department to have a close relationship
with the other department within the organisation.
TASK 2
P3. Comparison of Marking mix plan for the beauty giant and "L’Oréal"Company
Basis Beauty giant "L’Oréal"
Product  Beauty giant company sell the
various branded product by
purchasing through the various
companies.
 The branded product creates the
value for the consumer and
make an impact on the buying
behaviour of the customer.
 The product are made for above
30 age and provide the healthy
and safe product to the
customer according to their skin
texture.
 They use various
quality standard like
benchmark to measure
the quality of product.
 They timely redesign
the product to maintain
the interest of the
customer.
 "L’Oréal"use different
packaging like plastic
bottles, pouches for the
safe delivery of their
product.
Price  Beauty giant use the penetration
pricing strategy for their
product. Initially they set lower
price to attract the customer
than after establishing position
in the market they use the high
price (Santos and et.al., 2018).
 They used the cost plus pricing
to set the price according to
their cost of the marketing.
 "L’Oréal"use the
skimming pricing
strategy for their
product. Firstly, they
set the high price and
then lower the price as
market evolves.
 "L’Oréal"also used the
competitive pricing
strategy. They increase
their price according to
the competitor’s price
in the market.

Place  Beauty giant have to use the
both direct and indirect channel
for their product.
 They can connect with the
consumer with the help of
retailers to get the customer.
 The use of social media and
internet helps the beauty giant
to capture the greater market
and reduce their cost.
 "L’Oréal"use the
indirect channel for
placing their product.
They sell their product
to various retailers.
 The multiple channels
of distribution help
them to promote their
product.
 "L’Oréal"has its own
websites and it also tie
up with various
shopping sites to
enhance their business.
Promotion  Beauty giant will use the social
media, advertisement, fashion
magazines to promote their
product in the market.
 They provide special offer to
their premium customer like
discount, buy one get one free
etc.
 They use the direct mailing to
promote their product and
services and provide solution to
the customer.
 They use the latest technology
like social media,
advertisement, online apps to
attract the consumer.
 It uses various
advertisements to
promote their product.
 The advertising
campaigns helps the
"L’Oréal"to attract the
mass population.
 "L’Oréal"gives free
trials to their special
customer to maintain
their interest in the
company.
Physical  Beauty giant open their store in  "L’Oréal"has its own

evidence public area to attract their
customer.
 They also use various ambience
like temperature, background
music and smell to capture the
attention of consumer.
store for placing their
product. It used the
places like mall,
supermarket to open
their store.
 The own web pages and
packaging of
"L’Oréal"also help to
achieve the target.
Process  Beauty giant will provide the
product according to the skin
tone of the customer so it will
help to enhance their beauty.
 They will use the online and
offline method to capture the
attention of the customer and
they will also provide the
online prescription services to
their customer. (Ismail, 2018).
 To achieve the
objective of the
organization
"L’Oréal"use the both
online and off line
delivery system to
reach their product to
the customer.
People  Beauty giant use various
training and development
programs to train their
employees.
 Training program help them to
improve the communication
skills and target the right
customer for the product.
 The target of the beauty Giant is
above 30 age customer so they
will also hire the employees
who properly communicate
 "L’Oréal"use the skilled
sales person to sell their
product and meet the
market demand.
 They use the feedback
system to improve their
services and understand
the need of the
consumer.
 The various campaign
helps to involve the
people in the

with the customer by
understanding their need.
organization. In these
campaign they explain
the uses of the product
and their impact by
providing free samples.
TASK 3
P4. Marketing plan for the beauty giant company
1. Executive summary: beauty giant is one the leading company in UK with 50 branches.
They sell the both men and women product in market by purchasing the various brand
product from the suppliers. Beauty giant want to produce their own product for the above
30 age customers (Lonardi, and et.al., 2018). The objective is to increase their profit. They
use the various techniques like SWOT analysis and PESTLE analysis to know the internal
and external factors which affect the business of the company. They segment the market
on demographic basis and target the above 30 age customers and monitor and control the
activities through various methods like benchmarking, key performance indicators, track
tool etc.
2. Objective: the objectives of the beauty giant are:
 Increase the sales by 20 % at the end of 2020.
 By 15% Increase the market share at the end of 2019.
 Capture the new market segment to increase their profit.
 Satisfy the customer through different services.
 Diversified their business by innovating the product.
3. Mission and vision: The mission of the beauty giant is to increase their sales in the market
by providing the safe and healthy product to the customer and protect their skin from the
excessive use of chemicals. The vision of the beauty giant is to provide the qualitative and
save product to their customer to satisfy their needs and become the leading company in
cosmetic industry.
4. Situational analysis:
Strength
 Beauty giant is leading retailer
Weakness
 They only sell their product to

company to provide the cosmetic
product.
 It captures the wide range of UK
market with 50 branches.
 It offers discount and special sale to
their loyal customer and provide the
loyalty card (Al-Refaie and et.al.,
2016).
 It provides healthy product to the
customer and change their services
according to the customer
requirement.
 Provided different branded product
in the single roof.
UK.
 Beauty giant has to depend upon
the other companies to supply the
product.
 They also have to share their
profit with the other brands.
Opportunity
 Beauty giant can diversify their
business in herbal and organic
product to create new market for the
customer.
 The advance technology can help
them to maintain their account and
capture the attention of large group
via internet and social media.
Threats
 Increase the competition in
market become a big threat for the
beauty giant.
 Increasing the inflation rate will
increase the labour and
management cost which indirectly
increase the cost of production of
beauty giant.
5. PESTLE analysis
Basis Explanation
Political  They will follow the all legal rules and regulation regarding
the safety and security of the product so they can manage all
the political issue regarding the safety issue.

 The FDA protect the beauty Giant from the political issue by
measuring the safety of the product.
Economical  They use the economic price for their product so each
customer can reach to the product or buy the product.
 The penetration pricing strategy help in increasing the profit
of the Beauty Giant by introducing new product series in the
market.
Social  The brand loyalty and the trust of customer on the 50 stores
in UK will help the beauty Giant in introducing the product
in the market.
Technological  They will provide the 24 hour services to their customer so
the customer can aware about the forever young product and
purchase the product from anywhere and any time.
 The online way help them to reduce the cost of storage of
product in different warehouses.
Legal  They will follow the federal food, drug and cosmetic act in
the organization which help in increasing the sales of the
organization.
Environmental  They will use the eco-friendly to ensure that the forever
young product did not harm the environment.
1. They will use some natural ingredients instead of the micro
beads because this micro-beads increase the plastic in the
environment.
6. Segmentation, targeting and positioning:
Segmentation: beauty giant has to segment the market on the demographic and
behavioural basis. They can segment on the basis of age group. They divide the customer
in different age group. They can also use the behavioural pattern of the consumer to know
their need and the pattern of purchasing the products.

Targeting: The beauty giant will target the age group above the 30 for their anti -
ageing forever young product. This will help them to focus on the particular segment and
re-innovate the product according the customer need (Wu, Lee, 2016).
Positioning: it refers to the perception of the person towards the product or
services. It helps to position the product in the mind of consumer. They will use different
promotional techniques to attract the consumer attention and to gain their trust. To
promote the forever young product beauty giant, use the advertising and social media
application.
7. Budget: The budget for the beauty giant to develop the forever young product are :
Various expenses Cost
Raw material expenses £150
Manufacturing expenses £200
Marketing and promotional expenses £100
Salaries and wages £120
Rent, power and water supplies £70
Miscellaneous expenses £250
Total £890
7. Monitor and control: To monitor and control the activities of the beauty giant for
increasing the profit and introducing the product in the market they use different method
like:
key performance indicator : They will use the key performance indicator to monitor the
financial and non financial performance of the organization. They will analyse the sales of the
organization before introducing the beauty Giant product in the organization and analyse the sales
after the sale of the product. Through these they will be able to achieve the objective of getting the
higher market share.
Benchmark: They will use the benchmark system to measure the quality of forever young
product. Benchmark set a standard for the product and then evaluate the performance of the
product and improve the product according to the demand and need.
Feedback: they will use the feedback form to monitor the behaviour or perception towards
the product. It will help to renovate the product according to their demand. By monitoring the

activities' beauty giant can improve their control power and eliminate the unnecessary process
which generate the cost.
Using track tool: The track tool like social media help to promote the product and monitor
the buying behaviour of the consumer and offer them the product according to their purchasing
behaviour.
CONCLUSION
The assignment helps in knowing the different responsibility and role of marketing
department and interrelationship between the marketing function and other department function of
the organisation. The study also helps in analysing the marketing mix. The evaluation of
marketing mix with the 7P's helps in analysing the right product for the market, the time for the
product launch and the target audience to whom the product should address(Olson and et.al.,
2018). These all factors are essential to be evaluated in order to create a successful business plan.
The study also helps in understanding the importance of marketing plan. The marketing plan is
important for every firm as it helps to focus on the resources which will help the business to be
successful.