Marketing Function and 7P's in Business

The provided document delves into the essential marketing function for developing a marketing strategy, product development, and building customer relationships. It emphasizes the importance of segmentation, positioning, and targeting to effectively target consumers based on market segments and positions products accordingly. The 7Ps of marketing mix (Product, Price, Promotion, Place, People, Process, and Physical Evidence) are also discussed in relation to consumer purchasing decisions. Furthermore, it highlights the role of internal marketing in knowledge management for not-for-profit organizations.

MARKETING
ESSENTIALS

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
LO 1.................................................................................................................................................1
P1. Key roles and responsibilities of the marketing function.................................................1
M1...........................................................................................................................................3
P2. The way roles and responsibilities of marketing relate to wider organisational context. 3
M2...........................................................................................................................................5
PART 2: LO 2..................................................................................................................................5
P3. Comparing marketing mix...............................................................................................5
M3...........................................................................................................................................8
LO 3.................................................................................................................................................9
P4. Developing and evaluating a basic marketing plan..........................................................9
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing is necessary management process that help audience to build relation with the
brand and help organisation to sell its products and services. It is essential channel to reach end
goal and objective of organisation. Beauty Giant which is famous for selling toiletries for men
and women from various world renounced brands. The study will explain roles and
responsibilities of marketing function which helps the organisation to improve their strategy and
understanding of product and service development. Research will cover marketing tactics of
Forever Young by Beauty Giant by comparing the marketing mix of Beauty Giant with Garnier.
It will help in understanding the way in which both companies use marketing mix strategies in
their marketing planning process to achieve business objectives. After the whole research, being
the marketing manager for Beauty Giant, will design a strategic marketing plan for the new
product 'Forever Young'.
LO 1
P1. Key roles and responsibilities of the marketing function
Marketing function is a role of an organisation which help the company to analysing
potential products and services for the marketplace and promote them by segmenting the similar
products. Marketing function include performing market research, develop marketing plan,
product and services development as well as overseeing promotion, advertising and distribution
for sale (Alsarayreh and et.al., 2017). Marketing function of Beauty Giant involves different
roles and responsibilities of increasing the company's growth.
There are various functions of marketing of Beauty Giant are:
Market information- It is the core function of marketing that identify the need, wants
and demand of target consumers and then analysing the identified information to reach at various
decisions for the successful marketing of Forever Young by Beauty Giant. The information of
market further use in market segmentation.
Market planning- Market planning is the major function of marketing in which, Forever
Young aims at achieving marketing objective. These objectives may include; dominate the
market, increase market presence or increase market share. The market planning function of
Beauty Giant covers aspects of production level, promotions, etc.

Product designing and development- It is very important function of marketing for
Beauty Giant as it launching the product name as Forever Young and product design help them
in making the product attractive to the target market. It includes; product design, suitability,
style, size of forever young cream.
Customer support- It is very essential function of marketing. It involves; pre-sales
counselling, post sales services, handling the customer's queries and complaints and adjustments,
credit services, etc. It is essential for Beauty Giant for successful marketing the product into
customers mind that they have talented and skilled customer support team.
Marketing department of Beauty Giant is associated with following roles and responsibilities:
Conducting market research- Market research is important for every organisation to
know about current trends, consumer demand, tastes and preferences. Marketing function of
Beauty Giant plays a role of researching for its product named as Forever Young. Research will
help the company to understand tactics of market trend, what customer exactly want, what are
effective marketing strategy trend in marketplace, it will help in return to Beauty Giant to
develop effective marketing strategy and develop product and services based on consumer
demands.
Developing marketing strategy- Marketing strategy give an edge over its competitor to
the organisation. Developing marketing strategy is an important role of marketing function
which include promotion, advertisements etc. It also helps Beauty giant in developing products
and services with effective marketing strategy and help organisation to make optimum use of
resources. This role of marketing function helps Beauty Giant to identify its target market and
implement strategy effectively.
Product development- Product development in Beauty Giant include design,
development and marketing of newly produced product which is Forever Young. Marketing
function is responsible for successfully achieve product life cycle: introduction, growth, maturity
and decline.
Customer relationship management- It is another important role which is concerned
with building a healthy and transparent relation with customer by providing them required value,
satisfaction and quality (Cross, Harrison and Gilly, 2017). Beauty Giant should take care of
consumers demand, satisfaction, should welcome their feedbacks and reviews. Also, company

can build relation with the consumers by fulfil their needs and wants, offer them customer
services.
Developing a marketing plan- Marketing plan help the company to develop a plan to
meet the needs of target market, help in to grow successfully by emphasize strategies based on
aligned vision and goals of organisation. Developing marketing plan makes easy for company to
evaluate new opportunities.
Marketing function of Beauty Giant is responsible for performing market search and
taking actions that help to better understand customer needs, track current trends and monitor
competition, innovate new promotions, applying techniques of customer retention and improving
sales process.
M1
The major role of marketing in context of marketing environment:
Marketing information system: The marketing information system of Beauty Giant
provides the information regarding implementation, planning and controlling of marketing
strategies. MIS provides information of supply on real time which help the distribution network
to work effectively.
Monitoring of marketing environment: Marketing function monitor marketing
environment such as marketing traits, internal and external factors that affect marketing process,
socio-economic forces as well as political and legal changes.
Market Segment: Marketing function help the organisation to identify its potential
customer from large diverse markets by segmenting the market based on product of the
company. In the period of globalisation market volatile, thus Beauty Giant requires accurate
segmentation.
P2. The way roles and responsibilities of marketing relate to wider organisational context
Roles and responsibilities of marketing have a considerable impact on the growth of any
organization. All the major responsibilities of marketing are dependent on the other functional
areas of the organizational context.
As Beauty Giant has many marketing roles and responsibilities like conducting market
research, developing marketing strategy, product development and Customer Relationship

Marketing, it incorporates the overall departments of Beauty Giant that helps company to
explore, grow and develop at a fast pace (Cross, Harrison and Gilly, 2017).
Human Resource Management
All the roles and responsibilities of marketing require a panel of skilled workforce. HRM
plans the strategic roles to strengthen efficient workforce to meet all marketing roles and
responsibilities. Beauty Giant has an effective launch to its very new product through high
standard quality of strategic human resource measures.
Financing
The marketing functions require strategic planning, budget allocations, cost cutting
measures to increase the profit and capital of the company. Beauty Giant, being an established
brand in the marketplace has a quality view to all the possible financial aspects related to
marketing strategies. Hence, brand has an interdependency of its marketing functions to the
financial functions of company.
Operations and Production
The operations and productions has a direct relation with marketing roles and
responsibility of any organization. Beauty Giant deals with all the possible aspects of production
with the involvement of marketing strategies according to demands, supplies, shareholders and
other requirements for manufacturing the products.
Research and Development
R&D department is responsible to forecast, analyse and design the most effective
strategies of performing any function in respective departments. Beauty Giant has sophisticated
channels for research and experienced workforce to reach up to the new buyers, shareholders,
competitors, partners and also provide wider glance to its growth and working procedures.
Sales and Distribution
For smooth functioning of marketing roles and responsibilities, the sales and distribution
department plays a crucial role (Astuti, Silalahi and Wijaya, 2015). The brand, Beauty Giant has
advanced logistic systems with well-equipped facilities that strengthen the flow of the products

to the retailers, suppliers and customers. The department has provided hurdle free channels for
the sales and distribution to each of its products in the market.
Information Technology
It is the most important department that increase the functioning of the E marketing of
any product and services of the organization. This department provides introduction of new
marketing strategies to the organization for each marketing strategy (Kasemsap, 2015). Beauty
Giant depends upon its highly defined IT infrastructure that incorporates adequate technological
facilities to improve the quality and productivity of the brand regarding each and every
marketing roles and responsibilities.
M2
Beauty Giant has significant roles and responsibilities of marketing that are related to all
other functional areas of the organization. This interdependency provides a strong network of
productivity within each of the department and hence, increasing the sales, market shares, capital
gains and profit to the company.
PART 2: LO 2
P3. Comparing marketing mix
Basis Beauty-Giant (Young
Forever)
Garnier (Wrinkle Lift)

1. Product
2. Prices
3. Place
The Beauty-Giant consisting
its product range with face
cream, anti-ageing, anti-
wrinkle, reliving acne, Skin
whiting and remove dark
spots. This company is
focusing on target market in
UK. The product is also
categorised in 3 parts, small
medium and large size.
The pricing policy of beauty
giant company is very flexible
according to the target market,
it is locally deals within a
country and hence, company
sets its price on the basis on
purchasing power of its
buyers.
The place indicates where the
product is selling according to
the market availability. Beauty
Giant holds its market position
in specific region of the
country but having strong
supply chain management
through online channels,
general stores, super market
and also available at medical
The Garnier enriched its
product line in skin care
products, like nourishing,
moisturising, under eye care,
anti-ageing. Garnier is
focusing on its product
according to the demographic
needs. The Garnier cream is
also formalised in various
sizes.
Garnier company sets their
price against competitive
brands in other countries.
Thus, it is majorly considered
over premium prices with the
target of upper middle and rich
class of people.
Garnier is launching its
product in global market, and
It is try to selling their
products by supermarkets,
cosmetic stores, medical stores
and online stores, the
consumer can easily buy the
specific anti-ageing cream
through their channels. It
covers distribution strategy for

4. Promotion
5. Packaging
6. Positioning
7 departmental stores.
The Beauty Giant company is
promoting their product from
personal selling, Publicity,
Holding Boards and
Advertising, Pamphlets and
also promoting through
internet marketing or social
media (Hume and Hume,
2015). They keep their brand
loyalty with their existing
customers to attract young
generations.
Beauty-Giant is concern over
creative packaging of its
product, with the use of fabric
cords, it is also determining to
print company logo and tag
line, size, weight, content is to
be used and product details,
company details such as
contact number websites etc.
Beauty-Giant company trying
to existing with the purpose of
long lasting thus, it is
positioning its product by
providing special discount and
capturing global market
position.
The Garnier Company is using
most advanced technique of
promotions which includes
very popular method, the
company spend huge amount
by promoting on YouTube
channels. Garnier also
promoting itself through print
media including newspapers
and popular magazines.
Garnier company is focusing
on easy handling of product
due to supplying in global
market. It is a famous brand
hence, simple packaging is the
latest trend so it is considering
on brand logo on packed
design with package warrants,
company information.
Garnier is totally using new
concept with new marketing
tools, such as Google
analytics, website of company
being used analytically. It is
based upon digital market,

7. People
additional discount such as
buy one get one free, extra
volume, mouth publicity and
personal selling, which is
based on old concept but
beneficial too. It is also
positioning through social
networks by its reviews and
grading.
People play an important role
for enhancing product line.
Without people, process may
not be running and hence,
Beauty Giant is responsible for
keeping and maintaining
human capital in terms of
inside and outside of company
for developing products and its
processes. Thus, company is
trying to fulfilling people's
needs and satisfaction by their
product which is called 'Young
Forever' (How To Use The 7ps
Marketing Mix, 2018).
which is having large portion
of the cosmetic industry.
Garnier is developed the habit
of thinking continually about
the product and brand image
for their potential buyers.
Garnier is also discovering
people for their product
because people are assets for
every company and without
them product will not exist in
the market. Hence, people are
the backbone of the company.
Garnier is considered on
training of people, on selling,
provide customer support
services. Garnier satisfied their
people by handling complains
or resolving problems of a
particular product.
M3
Organisation with their various organisational culture apply the tactics to achieve
business objective. Beauty Giant utilise 7Ps of marketing mix tactically in their process of
marketing planning to achieve marketing objective. Tactics are different from strategy as

strategy refers to a path towards goal and tactics are the actions taken to support that strategy.
Beauty Giant utilize extended marketing mix in the organisation for achieving goal and
objectives, the process are as follows:
 The product must be appropriate to the consumer demand and needs. The main aim of
product is to satisfy consumer.
 The availability of products and services of the company must be simple and reachable
for customers.
 Price of products and services must give value for money experience to customer and
also compete effectively with contemporaries with better offer (Bahl and Chandra, 2018).
 The promotion process include social media promotion, advertising, and sales promotion.
Beauty Giant focused on implementing effective promotional strategy to effectively
aware consumer and able to increase sale rate (Astuti, Silalahi and Wijaya, 2015).
 The process include services given by the company to consumers. Beauty Giant delivers
its products to the consumers with a smile to create a better buying experience for them.
 People involved in the organisation are management, customer service, employees and
organisational culture. Company use this marketing mix to operate overall organisation in
effective manner and it will help in return by achieving objective.
 Physical evidence include the user interface and interaction with the organisation.
Company made their layout of organisation structure effective that attracts customer.
LO 3
P4. Developing and evaluating a basic marketing plan
Executive summary
As the marketing manager for Beauty Giant developing marketing plan for the new
product 'Forever Young'. Beauty Giant is a cosmetic selling company that has 50 branches all
over the UK. Usually, they sell men and women toiletries from various world famous brands.
They have made good name and strong hold in the market and very recently, the company has
decided to launch their first own produced product which is anti-ageing product called 'Forever
Young'.
Objectives

 Increase the rate of promotional offers along with the launch of new product by 20% and
to enhance strong product recognition among the consumers within 3 months after
launch.
 To generate sale up to 10% by end of year. To become the market leader and ultimate choice for consumers within 5 months
Product Analysis
Features of products are:
 All natural- free from chemicals
 Paraben free
 No animal testing Formulated to enhance skin quality and reduce wrinkles effectively
Macro Environmental Analysis
Political- Specific rules and regulations of industry may affect organisation. The
relationship between UK and the countries from raw material is sourced can affect the operations
of organisation and cost of product.
Economic- Buying power of consumer is major factor of economical part which can
affect spending power of consumer and demand of product.
Social- Changing in consumer preferences, wants, lifestyles and values may influence
their demand and behaviour towards Forever Young.
Technological- In technological world, emergence of new technology can affect the
demand of product. Substitute of anti-ageing creams is Botox, and other technological treatment
can affect product.
Segmentation, targeting and positioning (STP)
Segmentation- Segmentation is the process of dividing the market into various segments
such as demographic, psycho-graphic, behavioural, geographic, etc. As a marketing manager,
Forever young is anti-ageing cream, company can segment the market by demographic factor as
it include age, gender. Also market can be segment on the basis of consumer behaviour. Forever
Young uses the demographic segment- female which is above the age of 30 years and
Behavioural segment- people who are conscious with the effect of age.

Targeting- After segmenting the market, Forever Young by Beauty Giant has to focus on
selected segment that can be target. They can target the market based on the appropriate
segment. Targeting right consumer is important for sale generation and attract right consumers.
Company use focused or concentrated targeting- middle aged and younger women above 30
years for its product.
Positioning- Positioning is the technique of putting an image in target customer's mind.
Beauty Giant position in UK market as toiletries selling brand and for effective position its
product it is important to use different marketing techniques and tools (Hume and Hume, 2015).
It has been analysed that company sets the price moderate to affordable and providing excellent
quality product which help organisation to achieve objectives successfully and effectively.
Company positions the product in market with saying, 'Prevent ageing as well as makes one look
younger than your age'. Positioning strategy used by Beauty Giant are- Using product
characteristics or customer benefit and price- quality approach. Beauty Giant can use various
promotional techniques to promote its products and effectively position in market- by doing
social media marketing, TV advertisement, etc.
SWOT analysis
Following is the SWOT analysis of Beauty Giant:
Strengths
 The organisation have strong brand
name and high brand recall in UK.
Existing customer are able to associate
with the new launch product as well.
 Company offer excellent quality in
Forever Young as the results are aim to
effective.
 The distribution network of Beauty
Giant is effective and reach of products
is high in network.
Weaknesses
 Higher price of products can limits the
target customer.
 Confusion in consumer that the product
is own produced product or selling the
company from renounced brand.
 There is no variety in products as the
company only produced anti-ageing
cream.
Opportunities Threats

 Forever Young is first product and it
focuses on skin treatment and care.
 Company have opportunity to expand
its market as there is immense growth
in skin care industry.
 Company also have opportunity of
make their presence and expand online.
 Company have threat of new entrants.
 It is difficult for the company to change
the brand loyalty of consumers towards
other.
Pricing
Forever Young will follow customer value based pricing strategy. The anti-ageing cream
claims superior quality, it is important for organisation to careful position itself in the market.
Distribution Network
Forever young will be distributed through an independent distributor to network of
retailers in UK. This strategy will avoid some competition and reduce cost in distribution
channels. The focus will be placing products in exclusive retail stores of Beauty Giant especially
for Forever Young. Also, company expand the channel through online by developing official
website where buyers can directly purchase anti-ageing cream.
Budget
Sales 10 pound
Research 5.25 pound
Promotion 8 pound
Public relation 4 pound
Web marketing 3.75 pound
Advertising 9 pound
Total 40 pound

CONCLUSION
The report concluded marketing mix plays an important role for Beauty Giant in growth
of the business. Marketing function is essential for developing marketing strategy, product
development, building relation with customer and for developing a marketing plan. It was also
discussed that marketing function have interrelation with human resource, finance, etc. and it had
similar importance in other functional departments. Segmentation, positioning and targeting is
important for target right consumer based on the segment and position the product effectively in
dynamic market. It was analysed that Beauty Giant effectively target female consumers who are
older and convert weaknesses to opportunities.

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