Marketing Department Roles and Strategies

The assignment covers various aspects of marketing including the roles of marketing department, interdepartmental relationships, and strategies for launching a new product in the UK market. It includes discussions on the 7P's of marketing mix and a basic marketing plan for Beauty Giant. The document references several sources from books and journals, providing a comprehensive overview of marketing essentials.

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1: Roles and responsibilities of marketing function.............................................................3
P2: Interrelation of marketing function with other functions.................................................4
TASK 2............................................................................................................................................6
P3: Comparison of 7P's of marketing mix in organisational context.....................................6
P4: Basic marketing plan for Beauty Giant............................................................................8
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing is the essential requirement of any organisation for promoting the products and
services in the market for gaining maximum profit. Organisations are adopting marketing
essentials techniques due to the increasing trends in the current marketplace. There is a dire need
for companies to recruit skilled and experienced employees for the marketing departmentThis
report includes two parts. First part will discuss the role of marketing in modern organisations.
The taken company for second part is Beauty Giant which is a cosmetics company in United
Kingdom. This report will discuss the key roles and responsibilities of marketing function and
interrelation of marketing function with other organisational functions. Comparison of two
companies are done in terms of applying 7 element of marketing mix to marketing planning
process for achieving the goals and objectives. In the last a marketing plan has been developed in
order to increase the sales and revenues of companies for attaining growth and success in the
marketplace.
TASK 1
P1: Roles and responsibilities of marketing function
Marketing is the most important factor which influences the sales of a product or
services. It is helpful for increasing the profit and sales of the company. Companies are adopting
new and effective marketing strategies for enhancing their growth in the market. Efficient
implementation of marketing function is necessary for the production of latest and innovative
goods and services for attaining growth and advantage over the competitors. It is the basic desire
of every company to determine the needs and requirements of their various consumers in the
market (Dibb and Simkin, 2013). To meet these demands, Companies are providing wide range
of quality products and services for attracting the potential customers. Companies are focusing
on gaining huge market share by providing their quality based products and services. Customers
are reasoned as the king of market due to the focus of businesses on fulfilling the needs and
requirements of customers for making high profit. Organisations are implementing suitable and
different strategies and policies in order to attract more customers for better productivity and
profit. Organisations are dividing their operations into various departments by assigning different
roles and responsibilities to different employees based on their skills and knowledge for attaining
their departmental goals (Baines, Fill and Page, 2013). The major role of marketing department

of is to gather the statistics about the user behaviour and changes in trends of market and then
analyse the factors requires for implementing necessary strategies for the success of their
products. Marketing department select various channels of distribution by the analysis of various
distributors and suppliers for delivering quality products on the specified time. Design and
development of product are done keeping in mind of the demand and requirement of the
consumers. Quality products and services are essential for increasing customer base in order to
increase productivity and sales of the product. Organisations should frequently communicate
with their existing customers and took their feedback and suggestions for improvement in the
product (Bird, 2012). Suitable promotion methods and techniques are necessary for the
promotion of products. It will help in attracting huge number of customers which will results in
enhanced sales of product and increase productivity of the company. Responsibility of marketing
department is to set pricing and promotion of products by identifying latest trend and behaviour
of market. Promotion helps in raising awareness and demand of a particular product at the
market place. It is most important elements if adopted carefully by the organisation for attracting
potential customers in order to generate more money and sales of product. Pricing affects the
buying power of customers. High cost reduces the chances of buying product whereas average
price can increase the customers. Customers tends to go for products of recognised brand image
due to the quality based products offered by them. Company having good quality products and
services will have good image in the market (Pike, 2015). The major aim of marketing function
is to develop and maintain close bonds and relationship with their end users for fulfilling their
needs in an innovative and efficient way. Marketing includes activities such as sales, promotion
and delivery of products to end users. For achieving this, Management should gather information
and data of the market and customers to get an competitive edge.
P2: Interrelation of marketing function with other functions
Marketing department needs input and information from various department in order to
perform their activities effectively for the betterment of firm. Marketing department needs help
from IT department in order to get these updated tools and services for promotion and other
marketing activities for attaining success of their products. The coordination between these two
department is very necessary for driving customers toward the products for increasing the sales
and performance in the given market (Coombs, 2012). HR department recruits staff with
required skills and capabilities and should equip the employees with right skills through training

and other development courses for accomplishment of their own as well as company's goals and
in dealing with customers in a convenient way. Performance of employees directly affects the
performance of company in terms of resources and revenue. Through skilled employees,
marketing department can perform their work efficiently for providing innovative strategies and
policies to the customers. Marketing department needs money from finance department to
purchase tools and resources for marketing and promotion of products as well as of company.
Production department controls the process of producing goods from raw materials to finished
product. Marketing department needs information and qualities of products for conveying it to
the customers through various promotion and marketing techniques in order to influence their
behaviour due to the attractiveness of products. The information of products should be clear and
understandable to the customers (Blythe, 2012). These both department plays a essential part in
generating more customers and sales for enhancing the growth in the market. Sales department
brings the customers, clients and potential candidates for the company. These two departments
are connected to each other in doing their operations. Sales department provides targeted
customers to the marketing department which then get converted to regular customers by the
marketing department through the use of various techniques and strategies of promotion for
attracting them towards the products. R&D department do research and analysis of users
behaviour for improving the quality and attractiveness of the products. Marketing department
requires information of improved and new products from R&D department for telling the
benefits of these improved products and the differences with the older version. Such measures
help marketing department in improving the customer base of the organisation for enhancing the
growth in the market. Marketing department should take help from these various department for
communicating with customers in order to drive them towards their provided products and
services. Management should implement suitable strategies for successful coordination between
marketing and various other departments such as R&D, sales, production, HR and finance
departments for achieving the organisational as well as departmental goals. Companies can
efficiently improve their market share and performance by effective communication and
coordination of marketing department with other departments (Desai, 2013).

TASK 2
P3: Comparison of 7P's of marketing mix in organisational context
The main objectives of Beauty Giant is to increase their customers base by offering their
quality-based products to the end users. 7P's of marketing mix helps in analysing the
performance of Company and also necessary to identify the factor before introducing a new
product to the market. It often called as integrated marketing approach due to the combined
efforts of employees in doing their operations in a systematic manner (Scarborough, 2016). 7P's
of marketing mix are price, product, promotion, place, process, people and physical evidence.
Marketing mix is associated with the implementation of various strategies before introducing the
product in the market for meeting the demands of their end users. The 7P's of Beauty Giant are
discussed below with comparison to the Yardley :
7P's of Beauty Giant
Product: Beauty Giant is a small and medium sized cosmetics company who is providing
broad range of products such as Brushes, facial mask, curl lash, synthetic hairs, make-up kits etc.
to their customers for gaining profits and high competitive edge. The company is also
introducing a new product which is a anti-ageing cream to the customers. Company is targeting
mainly women and men of age more than 30.
Price: Pricing is the major factor which effects the performance of the product. Beauty
Giant should use Penetration pricing for their products as they are new in the UK market and this
strategy will help them to gain the customers easily due to the low price in the market. Through
this strategy, company first introduce products of less prices then raise them according to the
increasing base of customers. Such type pricing strategy will allow the company to penetrate in
the UK market easily (Hsu, 2011).
Process: The process of serving quality based products to its customers can be seen
clearly in the stores of the company. Company maintains their distribution and supply chain in
order to deliver the products on time along with the required quality for better transportation of
products to their retail stores.
Promotion: Company should implement adequate policies and strategies for the
promotion of their products. Company is targeting women and men of age over 30. So, company
can use social media channels and TV advertisements in order to attract the potential customers

of their particular target d segment as people of such age prefer mobile phone on the go and even
watch TV during their free time at home (Joshi, 2012).
People: Company must hire skilled individuals whose communication skills are good in
order to communicate with customers easily and influence their behaviour for purchasing the
products from their stores rather than buying from anywhere. Company should need to provide
training to such individuals whose performance in the sales field is not as expected.
Place: Beauty Giant should chose their stores locations considering the demands and
requirements of customers as well as of the market (Mihart, 2012). The stores opened in UK are
also on places where the demand of quality based products are high. People in UK are
comparatively economically strong which will enhance the sales of company due to the
increasing trend in adopting the quality based products instead of cheap low quality products.
Physical evidence: Outer appearance of the stores of Beauty Giant must be attractive in
order to attract the end users towards themselves. Company should use suitable lighting and
ambience in the stores for positively impacting the mind of customers which will enhance the
productivity of the company.
7P's of Yardley
Yardley is a London based company and one of the oldest companies in cosmetics.
Company was established in 1770 with an aim to provide cosmetics products to the customers
for generating profit and revenues. Yardley is also using marketing mix due to the changing
trends in the behaviour of customers as well as in the market (Kennedy and Parsons, 2014).
Products: Yardley is a world known and big company in cosmetics which is offering a
large variety of products for their customers in order to increase their productivity. Company has
various products such as cosmetics, fragrances, toiletry products, soaps, body wash, talcum
powder, Oral care etc. for fulfilling the needs and demands of customers in the market place.
Price: Yardley is using Cost-plus pricing for their products which means that they are
calculating the cost of production and additional costs for setting the price range. Company is
using this strategy because of the quality of raw materials used in production and as well as the
quality of produced products. Yardley is targetting upper and middle class people so the prices
for the products are also comparatively higher than the competitors due to the quality provided.
Process: New equipments and tools are extensively used by the Yardley for producing
and processing of their products along with proper packaging and distributing activities.

Company is investing huge amount of money on the research and development activities for
providing automated services to its customers for bringing quality in working (Lamb, Hair and
McDaniel, 2011).
Promotion: Yardley spent more amount of their money on the promotions and marketing
of their products and services in order to increase their customers base. Even the logo of Yardley
was designed in gold colour which depicts royalty, superiority and luxury. Yardley is also
maintaining strong relationship with their end users through the use of various marketing
techniques and strategies. The company is using methods of promotions such as print media
advertising, television advertising and through social media platforms as well. Yardley is also
also using known and famous celebrities for their products promotion as the brand ambassadors
of Yardley.
People: The staff of Yardley is very skilled and talented in influencing the users
behaviour for buying the products (Baker and Magnini, 2016). The behaviour of employees of
Yardley is very polite and aims to provide quality products and services to their clients.
Company also gives training and additional courses for improving their skills in serving the
customers. Company hires experienced staff for their stores for increasing the sales and revenues
of the company.
Place: Yardley is a MNC brand who is operating in various countries such as Asia,
Middle East, Australia, Europe, USA, and parts of Africa. It shows their effective marketing and
distributing strategy are attracting customers as expected by the company. Most of the raw
materials are obtained and manufactured in UK and following a proper supply chain. Yardley
can be contacted by any distributor who is interested in buying their franchisee. The products are
sold with the help of multi-brand retail outlets and online stores. The places chosen by company
are posh areas where the demand of quality is very high due to the lavish lifestyle.
Physical evidence: The physical appearance of the Yardley stores is very good than their
competitors which helps in attracting new and existing customers. Company maintains
cleanliness, hygiene, lighting, ambience and quality products etc. so that the stores leaves a
positive image of the company on the mind of consumers.
P4: Basic marketing plan for Beauty Giant
Effective marketing plan is very necessary for any business organisation for achieving
success and growth. It is often called as blueprint which will explain the sequence of marketing

and promotion activities which should be carried out by the management of the company. The
main reason behind the development of marketing plan is to decide the manner of marketing and
advertising for the future activities of company in order to increase the sales and profits of the
products (Malhotra, Birks and Wills, 2013). The basic marketing plan for Beauty Giant is
mentioned below:
Company background
Beauty Giant is a small and medium sized company who specialises in Cosmetics
products. The company was established in 1994. Beauty Giant deals in a wide range of quality
products such as brushes, facial mask, curl lash, synthetic hairs, make-up kits etc. to their
customers. The company works with the top manufactures for delivering the quality products
from their stores to the end users.
Vision: Vision of Beauty Giant is to maintain a close relationship with its end users for
achieving a new standard in the cosmetics industry by providing them quality products and
services (Marshall and Johnston, 2011).
Mission: Mission of the Beauty Giant is to provide excellent quality of products at
reasonable prices along with the superior world class customer services.
SWOT analysis of Beauty Giant
Strengths Weakness
 High quality of products from the top
manufacturers will attract more
customers.
 Proper distribution and supply chain is
also a strength for the company due to
effective delivery of products to their
stores.
 Huge competition from garnier in hair
care segment.
 Beauty Giant is a small company so it
can faces huge competition from
competitors due to less invest in R&D
activities.
Threats Opportunities
 Fluctuations in foreign exchange rate of
United Kingdom
 Frequent changes in the cosmetics
industry due to tight competition.
 Expansion in developing countries
opens huge possibilities for the
company.
 Rise in demand of organic cosmetics

products will be a opportunity for the
company
STP of Beauty Giant
Segmentation: Beauty Giant segments the customers on the basis of demographics. But
company can also use geographic and pshychographic segmentation (McDaniel and Gates,
2013).
Targeting: Beauty Giant is targetting women and men of age more than 30 for their anti-
ageing product.
Positioning: Company is using several strategies for attracting the targeted segment. The
company has developed a positive brand image in the UK market as well as in the eyes of their
end users by offering good quality products from top manufacturers(Perreault, 2010).
Marketing strategies
Beauty Giant should create and implement efficient marketing policies and strategies for
accomplishing the desired goals of the company on the specified time. Relationship marketing
will be the most suitable strategy to adopt for increasing the customer loyalty and customer
interaction for a long-term engagement between users and company.
Execution
Beauty Giant should need to follow the structured and efficient way for accomplishing
the desired goals. Attaining these goals will help the company to gain more profit in order to
increase the chances of growth and success of the company.
Evaluation
It is the decision making process which includes number, value and amount. It is the
evaluation of all activities performed by the company. several methods of evaluation are given
below:
Sales Analysis: It is the analysis of annual sales of a product.
Market-Share Analysis: It is used for analysing the performance of Beauty Giant in
carrying out its operations.
Efficiency Ratios: Ratio of turnover assets- Revenue (Sales)/Net Assets
Cost-Profitability Analysis: It is the evaluation of cost with the profit gained by the
company(Wilson, 2014).

CONCLUSION
It has been analysed from the above report that by assigning the adequate roles and
responsibilities to the marketing department will increase the sales of products as well as
revenue of the company. This report will discuss the roles of marketing department along with
the interrelation to various other department. For successfully carrying out the activities of
marketing department, It is necessary to allot required resources and help from other departments
to marketing department. Also, this report will discuss the 7P's of marketing mix in introducing
the new product to the UK market by the company along with the comparison to Yardley. In the
end, a basic marketing plan for the Beauty Giant has been developed for carrying out the
activities in a structured and systematic manner.

REFERENCES
Books and Journals
Baines, P., Fill, C. and Page, K., 2013. Essentials of marketing. Oxford University Press.
Baker, M.A. and Magnini, V.P., 2016. The evolution of services marketing, hospitality
marketing and building the constituency model for hospitality marketing. International
Journal of Contemporary Hospitality Management. 28(8). pp.1510-1534.
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Trade Digital Exchange, Incorporated.
Blythe, J., 2012. CIM Coursebook Marketing Essentials. Routledge.
Coombs, D., 2012. Strategic Uses of Alternative Media: Just the Essentials. Journal of
Advertising Education. 16(2). p.60.
Desai, S. S., 2013. An analysis of the competitive marketing strategies of the hospitality industry
in UAE. IUP Journal of Management Research. 12(1). p.22.
Dibb, S. and Simkin, L., 2013. Marketing essentials. Cengage Learning.
Hsu, Y., 2011. Design innovation and marketing strategy in successful product competition.
Journal of Business & Industrial Marketing. 26(4). pp.223-236.
Joshi, M., 2012.Essentials of marketing. Bookboon.
Kennedy, A. M. and Parsons, A., 2014. Social engineering and social marketing: why is one
“good” and the other “bad”?. Journal of Social Marketing. 4(3). pp.198-209.
Lamb, C.W., Hair, J.F. and McDaniel, C., 2011. Essentials of marketing. Cengage Learning.
Malhotra, N. K., Birks, D. F and Wills, P., 2013. Essentials of marketing research. Pearson.
Marshall, G.W. and Johnston, M. W., 2011. Essentials of Marketing Management. McGraw-
Hill/Irwin.
McDaniel, C. D. and Gates, R. H., 2013. Marketing Research Essentials 8th Edition. Wiley.
Mihart, C., 2012. Impact of integrated marketing communication on consumer behaviour: effects
on consumer decision–making process. International Journal of Marketing Studies.
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Perreault, W.D., 2010. Essentials of marketing: A marketing strategy planning approach.
Pike, S., 2015. Destination marketing: essentials. Routledge.
Scarborough, N.M., 2016. Essentials of entrepreneurship and small business management.
Pearson.
Wilson, J., 2014. Essentials of business research: A guide to doing your research project. Sage.