Discuss the role of marketing in a business organization

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................................3
Task 1...........................................................................................................................................................3
THE ROLE OF MARKETING IN MODERN ORGANIZATION.............................................................................3
TASK 2..........................................................................................................................................................5
P3 Organization use marketing mix (7P’s) to achieve overall objectives of the company.......................5
TASK 3 .........................................................................................................................................................9
P4 Development and evaluation the marketing plan ..............................................................................9
CONCLUSION.............................................................................................................................................13
REFERENCES..............................................................................................................................................14
..................................................................................................................................................................14

INTRODUCTION
Marketing always play an important part in the success of the organization. Marketing is a
process of satisfying the consumer need by providing them a product in exchange of monetary
value. Beauty giant is a cosmetic selling company that has 50 branches all over United Kingdom.
They deals in woman and men toiletries from different famous brands. In this report, will discuss
about their latest home brand product Forever Young and how it can penetrate into the market.
Techniques like 7P's is discussed in the context of the product. Other than that roles and
responsibilities of the marketing is also discussed. Moreover interrelationship between the
marketing and other department is also explain with functional example. Apart from that different
tactics through which objectives can be attained is also discussed. At last, marketing plan of the
Beauty giant is also scrutinized and explain.
Task 1
THE ROLE OF MARKETING IN MODERN ORGANIZATION
The role of marketing in the organization has been changing since many years. Few years
back, marketing department counts in Sales department but now time has changed. Marketing
requires planning, market research, new product development, pricing, distribution, sales etc.
Work of marketing starts from researching the unfulfilled needs of the customer to handling the
product to the consumer and cycle starts again. Marketing plays a crucial role in creating a
maintainable competitive advantage for the respective companies.
Any organization in the market cannot succeed without the help of marketing department.
Marketing is a backbone of company. This report will focus on marketing essential and their
relation and dependence with the other department of the organization.
Marketing functions included making of budget plan so that funds should be allotted properly.
Apart from that Market department makes strategy of the company and decides how they will fight in the
competitive market to protect and gain the market share. Besides this their work is to identifying the
market where company can acquire the market and increase the profit share.
Marketing environment is an amalgamation of internal and external environment and
forces which influence the company to make a product and serve its potential customer.
Marketing concept is described as follows, In the product concept, consumer chooses their

product according to their needs, demand, and value for money etc. So company should focus on
the needs of the consumer and make the product accordingly. Thus the product will sell
accordingly. In the selling concept, nowadays the trends of selling the product have changed.
Customer will get attracted to a product which is heavily marketed by the company. Pricing
concept says that customer will get attracted to the product which has lower price than their
competitor. Besides this, distribution concept tells that the product should be distributed or
available to every place so that customer can buy from anywhere and satisfy their needs
accordingly. Finance concept based on allocation of funds according to the strategy of the
company so that maximum utilization of money could be attain. With the help of every part
which we have mentioned above, company can capture the market and retain their customer
according to the customer needs and demands.
The main aim of the organization is to attain the pre set goals so that profits can be earned
by the company and their employees. Decisions of marketer affect the other department and
overall organization. They must perceive that decisions are not made in segregation and any bad
decision taken by anyone will directly affect their productivity and decision making. That’s why
each department should work together and try to achieve the goals together. Roles and
responsibilities of marketing in the wider organization can be described in many points. Finance
function spell out that Marketing activities like promotion, advertising, sales promotion etc
requires funds of the organization which is allotted by the finance department. Genuine
communication is required for the proper allocation of the funds and resources for the marketing
department. Other departments are connected with the marketing department as they are the one
who generates revenue for the company. Production department works with marketing
department very closely. Marketing helps the production team to make the product according to
the needs and demands of the customer. If production department does not meet the customer
requirements then consumers won’t buy the product and sales will decrease gradually. That’s
why relationship between both the departments should be good and work according to the
consumers need. In HRM department, coordination between Human resource and marketing
department is also important. Marketing team should work with HRM so to protect that hiring is
done according to the requirements of the marketing team. Skills and competencies required for
the marketing department should be checked and monitored before hiring any candidate for the
team. For instance, Sales team required extensive field work with charismatic interpersonal

relationship and who can handle pressure situation very calmly. So HR team work is to find the
candidate according to the mentioned requirements. That’s why coordination should be
maintained between both the departments. In Research and development department, Research
and development team is the one who make unique and attractive products according to the
customer demands. Like Smartphone is a solution of every problem in the world and comes from
the efforts of the R&D team. Similarity between both the departments is that they focus and act
according to the customer unfulfilled needs. Marketing team work is to provide the data to the
R&D team on time so after that they can make their product according to the requirements.
Unmet needs of the customer change from time to time that’s why marketing team has to monitor
the environment regularly. Marketing team has to submit the raw data in a regular basis so that
R&D team could modify their product and their specification accordingly. Besides this,
marketing team conveyed the problem faced by the customer due to product to the R&D
department, so that they can rectify their mistakes.
Marketing work is to create a profitable relationship with customer and try to retain them
for longer period of time by giving total value of money to the consumers. Skills, competencies
and abilities of a marketer should improve with time to meet the evolving customer in the
competitive market. Each organization in the market wants to gain the competitive advantage
over other and that can be attain with the help of every department of the organization. Best
solution is to organize the regular meeting of all the departments so that everyone can be aware of
their working style and collaboration could be increased then. When all the departments of the
organization work towards the common goal, vision of the company would be achieved and
sustainable competitive advantage will be developed.
TASK 2
P3 Organization use marketing mix (7P’s) to achieve overall objectives of the company
Marketing is a perpetual evolving discipline that has to use and improve by the company so that
they won’t find themselves left behind the competition. The main aim of marketing mix (7P’s) is
to place the product at right place, at the right time and at the right price. This technique is use to
introduced the new product so that customer would be aware of the product. Beauty Giant should
use this technique to introduce their brand new product Forever Young in the market.
Basis Beauty Giant Garnier

Product Forever young is a product that
would be consume or use by
the 30’s people or more than
that. As United Kingdom is
aging fast, this product will
surely attract the untapped
market. Ingredients use in the
Forever Young product should
be clearly mentioned by the
company so that any incident
of allergy would be reduced.
Gariner products are fulfilling
the needs of the customer of 25
plus age. Their more focus is
to remove the wrinkle of the
consumer. Process of using the
cream is also given on the
packet. So that they can use the
product with full precaution.
Price Beauty giant have to set the
price according to that
customer’s ability to pay and
demand. Price of the product
shapes the perception of the
customer towards the product
or company. Prices can be
reduced at the time of sales
promotion and increase at the
time of high demand. Beauty
giant should lower their
product price so that they can
penetrate into market. After
the successful penetration they
can fluctuate their price
according to the response of
the market.
Price of Gariner anti wrinkle
day cream is in budget of
every individual. Garnier is
fluctuating the price of the
product or increasing their
quantity to acquire the market.

Place Forever young is a kind of
product that can be sell online
and offline also. Through
online they can capture the
more market of UK and
through physical presence they
can capture the local market
and helps the company in the
distribution also.
Garnier is focusing on both the
market. That is offline and
online. Discounts are given on
the online platform to acquire
more customers. They are
using canopy or creating
campaign to get more
customers.
Promotion In the cosmetic industry there
are already big players who are
trying to capture the market.
Beauty Giant should make a
proper amalgamation of the all
the factors like bundle pricing,
sales promotion, coupons etc
and make their plan according
to that. Funds allocation is
important factor here it shapes
the image of the company or
destroys it.
Sales promotion technique is
used by the Garnier as they are
giving discounts on buying the
set of 3 cream.
People Beauty giant should motivate
their employees to perform as
they have to compete with
market leaders. Their main aim
should be acquire more
customer and make them
aware of their products and its
range. Beauty giant should
Garnier motivate their
employees by providing them
unique and latest technology as it
helps the company to gain the
competitive advantage. Garnier
focuses on quality and innovation
rather than quantity.

organize different session for
the new trainee so that new
skills and abilities can be learn
from that. Main focus of
company is to make customer
habitual of their product.
Process Advanced process like lean
management or six sigma
techniques could be used by
the Beauty Giant to minimize
their cost. With the help of this
techniques the productivity
and efficiency of the employee
would increased. That will
leads to the increase in profit
of the company. Beauty giant
is already in distributing sector
so there crucial work is to use
their brand equity and improve
their distributing network so
that price can be reduced to a
certain level.
Garnier is using techniques
like lean management to
minimize the cost of the
product so that profit can be
increased to a certain level.
Physical evidence Beauty giant should make their
store and its environment
according to the forever young
product. Beauty giant should
make their logo unique and
attracting so that customer will
recognize the brand.
Garnier makes their exclusive
stores in different place with
their unique style of making
the environment of the store.
Garnier gives different types of
sales promotion especially in
their stores to attract more
customers.

TASK 3
P4 Development and evaluation the marketing plan
Marketing plan is the formal preparation of strategies required for the purpose of market
expansion, new brand launch purpose and other related purpose. Solid marketing strategy is the
foundation of the accurate marketing plan and purpose. There has to be specific purpose for the
implementation of the marketing plans.
Overview of the company - Beauty giant is the top leading company in the distribution of
the beauty product and directly engages the customers to buy their beauty products. The company
is headquartered in United States of America (USA). The company has contract with the big
beauty giant company to order to promote and sell their products.
Mission & Vision - The mission is “to deliver the best quality & amount of the beauty to
the user at the most attractive and premier pricing”. The vision is “To lead the market in the
distribution sector with the increment in the revenue”.
Products & Services - beauty giant deals in the various types of cosmetic such as home
care, body care and other facial care products etc. All products are considered as the unique and
of better and efficient price quality. The company has decided to launch the new brand named as
“forever again” with the focus on more profitability and serving the best quality of their beauty
products etc.
Strategic objectives - The main objective of the company is to gain the excessive market
share in the beauty product market for gaining the competitive advantage of the company. Beauty
giant wants to achieve 10 percent market share in the cosmetic and beauty sector to gain the
efficiency and profitability in the business.
Marketing research- From the brief research, it was found that distribution network of the
beauty giant is somewhere weak, which needs improvement for overcoming the issue of the less
customer acquisition. For overcoming this, company has decided to launch new brand which
generally named as the “forever along”.

Target market – Beauty giant has decided to target mainly the female customer, because
cosmetics and beauty are mainly used by the female customers. The company has existing market
with the choice of their present products. The main aim is to introduce the new brand of the
company named as ‘Forever along” to both old and new customers in order to gain the market
stability and profitability etc. the age group would be the specific one which will be discussed
further.
For the understanding the right and appropriate market, company has decided to know the
requirement of STP in order to know the potential market condition for the purpose of fulfilling
the launch of the new brand.
Targeting- It means targeting the customer on the basis of the lifestyle, demographics,
behavioral and psychology. In context with the beauty giant, it is important to understand the
targeting portion of the business which are as follow:
Demographics - It identifies the customers on the basis of their age, gender, occupation
etc. beauty giant has decided to focus mainly on the female as their targeted customers. This is
because cosmetics are mainly used by this segment. The age group of the user is identified as
after 18 years of age.
Lifestyle - In context with Beauty giant, cosmetic is considered as the most lifestyle
product with the male and female as the most defined customers for it. Cosmetic and beauty is
connected to the style statement goods. It is required to follow and chase those who follow the
lifestyle and fashion as their passion for everything.
Behavioral - This tells us that how a particular user act for the product. It predicts about
the excitement and motivation of the user for the usage of the products or services.
Segmentation - In context with the Beauty giant, it will, which segmenting of the
customer’s needs to the focus upon. Cosmetic and beauty focuses on the customer who are
dedicated towards using such products. It plays an important role in the understanding the exact
choice of the customer and their usage pattern of the products. It is important for the companies
to understand the actual potential for the business of the products.

Positioning - In context with the beauty giant, it will tell how will attract the prospective
buyers using the various mode such as social media, sales promotion, branding etc. The company
has decided to target their customers through the modes of the social media and networking in
order to get the maximum response of the customers. It is crucial to write the appropriate content
and matter on the social media to attract the higher outcomes of the customer behavior.
In the last, it is concluded that it is important and significant to make well defined and
structured marketing plan in order to the best suitable result of the strategies implemented.
Marketing budget:
PARTICULARS 1st Year 2nd Year 3rd Year
INITIAL MONEY 11000 11000 16000
INVESTMENT 7500 9000 11000
TOTAL 18500 20000 27000
MARKETING OUTLAY
PROMOTION 9000 9000 10000
SALES PUBLICITY 7000 9000 12000
TOTAL 16000 18000 22000

Control and monitor: After the preparation of marketing budget, it is the duty of the assistant
marketing manager to control and manage the work and activities which will be carried for the
production of goods or service. Beauty giant needs to analysis the various functions and work for
the purpose of better efficiency and productivity.

CONCLUSION
The role of marketing has changed over a period of time. What marketing department
used to work is different in the present scenario. They have to work as a team with other
departments within the organization so that common goal can be achieved. Every department
makes their contribution in the success of the organization or failure of the organization. Beauty
Giant can attain the success if they work rigorously and fix their vision according to their
capabilities and resources. They must follow market mix technique i.e., 7P’s so that they can
place their Forever Young product in the mind of the customer. Positive image of the product in
the mind of customer can only make with the help of marketing or promotion. Proper plan should
be made according to their vision and follow it positively. Company first makes short goals and
objective as attain this leads to bigger success in the context of company. Gaining sustainable
competitive advantage in the starting can make the Beauty Giant leading brand in the cosmetic
industry.

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Essential Marketing Concepts.2018. [Online]. Available through:
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