CONTENTS INTRODUCTION...................................................................................................................................1 TASK – 1 (ESSAY) (LO1)......................................................................................................................1 TASK – 2 (REPORT) (LO2 & LO 3)......................................................................................................3 PESTEL for external environmental analysis......................................................................................4 Competitor analysis by adopting Porter’s five force...........................................................................6 Forever Young’s marketing objectives................................................................................................8 Marketing strategies.............................................................................................................................8 Segmentation, Targeting and Positioning............................................................................................9 Market control......................................................................................................................................9 CONCLUSION........................................................................................................................................9 REFERENCES......................................................................................................................................10
INTRODUCTION Marketingisindispensablepartofbusinessconsideringthedynamismand competitiveness of the current business scenario. It is vital in almost every firm irrespective of their size, nature and scope of business. marketing significantly comprise numerous aspects such as understanding the market place, development of relations, satisfying the demands of the patrons, creating strategies, providing products and services with best quality and many more. For the purpose of accelerating marketing performance, the core principles of marketing are required to be re-examined in this modern era (Brooks and Simkin, 2012). Concerning this, the main aim of the current report is to perform thorough analysis of marketing. The first section of the research study is research essay which will reflect the main role of marketing in the current business corporations and will also analyse the inter- relationship of marketing with other important functions of the company. Moreover, the second section of the study will be based on case study of beauty giant which is involved in the business of selling cosmetics. The firm is launching a new anti-ageing product called “Forever-young”. Thus, the main aim here is to develop a marketing plan for this new product and to apply the marketing mix with a view to attain the desired objectives. TASK – 1 (ESSAY)(LO1) Marketingisnothingbutanorganizedandefficientprocedurethatrendersa supportive hands to the firm in distributing their products and services to the final consumers as per American Marketing Association (AMA). It pay attention primarily on distribution activities of merchandise. As the time passes, marketing principles, definitions, conditions and trends in the market keeps on changing and re-defined by AMA. In the present scenario, customers are regarded as a king and thus, time is favouring patrons indispensably. When the topic is concerned with the retail business, the significance of customers rises leaps and bounds. At this instant, even the marketers have apprehended that merely selling merchandise is not the call of the time. Instead, they are in great need to provide added benefits to the users so that they are contended and become loyal toward the business (John and Slater, 2000). Thus, it can be said that the success of the modern firms is heavily relied on processes, tactics and strategies being developed by them. Further, the main focus of the corporation todays should be to provide high quality products and services to the customer that too possess some innovative as well as stylish features and are at the same time easily accessible. Thus, the marketing function is defined as the major role being carried out by the companies 1
to know and source conceivable product for the market and accordingly such strategies should be used upholds the products in the concerned marketplace. Speaking in relation with the roles and accountabilities of the modern marketers, their role is not just limited to selling the products and services, in fact it is far more beyond that. It now includes vision of digital transformation taking place all across the business which supports the marketers to shape end to end experience of the clients. In addition to this, it also takesintoconsiderationtheresponsibilityoftouchpointsofeachandeverybrand. Supporting the above discussion, the founder of the Marketing Week known as “Ashely Friedlein” has created a new archetype related to marketing which is being recognized as the modern marketing model or M3. In this marketing model, ten elements are being included which are again segregated into 4 main levels such as planning, execution, strategy and evaluation. Other than this, it also amalgamates key principles with skills necessary for maximizing the opportunities obtainable in the new digital domain (Thompson, 2018). The landscape is evolving continuously and so is the roles, responsibilities and skills of the marketer. The major role of marketing in the contemporary business corporations is described underneath. The very first is determining the possible new markets. In the present era, the main job of the marketer is to determine newas well as potential market for their merchandise. This can be achieved only by maintaining and developing good relations with the existing market. With this, market reach of the business can be increased. The second role is to introduce innovative merchandise. The marketer’s main tasks is to magnetize the new as well as old customers. In other words, they need to perform research and determine the desire and wants of the target market. Accordingly then the products and services should be developed so that maximum amount of satisfaction can be achieved. The next role of the marketer is to evaluate the product. Today’s ear is being characterised by digitization and dynamism and in such as scene the demands of the customers keeps on changing. It is thus quite important for the companies to update with these trends and change features of the products that satisfies the current needs of the customers. The last and final responsibility of marketer is to conduct marketing planning. For marketers, it is being regarded as one of the most vital step. He is required to develop action plan with a view to have better and efficient performance of all the marketing activities including sales forecasting, distribution and promotion (Brooksbank, 2013). Articulatingabouttheinter-relationshipofmarketingfunctionwithother supplementary functions of the business corporations, it is quite worth to be noted that no function whether it is Human resource, finance, research and development, production and 2
Paraphrase This Document
Need a fresh take? Get an instant paraphrase of this document with our AI Paraphraser
especially marketing can be performed effectively in isolation. In an organization varied function takes place simultaneously such as finance, logistics, operations, human resource, marketing, research and development so as to achieve better performance targets. For instance, the human resource function of the firm is responsible for recruiting, selecting, training, developing, motivating and retaining the human capital of the business. In addition, all the related legal aspects are also beheld by this department (Eugene, Fornell and Rust, 2007). Thus, the marketing manager need to work closely with the HR function so that the required marketing assistant can be recruited by them. It is the HR department who will make arrangement for interview of the concerned personnel and the best is selected by taking into consideration varied selection criterion. Similarly, it is also necessary for the other functions such as logistics, operations and production to work closely with the marketing function of the firm. Throwing light towards the operations, it primarily includes tasks such as manufacturing, packaging, warehousing as well as distribution. It is the duty of the marketers to sell those stocked products and services in the market within a stipulated period of time. But sometimes situations may arise wherein the marketers are continuously making efforts to augment the sale of the products however the supply of the related product is not increased. Consequently, there is a need of proper coordination and collaboration between the two function so as to have better working. Stretching the current discussion, the research and development function is also driven by the concept of marketing. For delivery of novel products and services, market research and gaining insights about the customers is pivotal (Hausman, Montgomery and Roth, 2002). Therefore, it can be concluded that the marketer’s role is quite valuable, as it helps in delivering, exchanging and moving the merchandise to the final consumers. It is rather complex but the real requirement of the present times. Marketing offers employment opportunities to millions and trillions. Additionally, the functions of the business corporations are also co-related that in turn supports the companies in attaining their desired goals and objectives. The main emphasis of every business in the present era is to offer quality products that allures the customers and offer maximum value of the amount being paid by them for the products. TASK – 2 (REPORT) (LO2 & LO 3) In the current part of the report, strategic marketing plan of Beauty Giant who has decided to launch a new product known as “Forever Young” will be prepared by the Marketing Manager of the company. The product will be targeted in more than thirty 3
markets. As a manager utilization of seven Ps of marketing will also be performed so as to attain the desired marketing goals. Executive summary The main aim of the present study is to plan, design and develop a strategic marketing plan for the launch of the new product range of Beauty Giant known as “Forever Young”. This is for the first time the company is targeting such a huge market i.e. 30 target markets. It is a cosmetic selling organization having around 50 branches all over United Kingdom. Further, the beauty giant is being into vending of toiletries of men and women from different popular brands. As of now, the firm has not produced anything of its own as they are trading the products being manufactured by different renowned brands. However, to extend their reach, the firm has taken a decision to introduce a new anti-ageing product in the markets of United Kingdom. In this regards, detailed environmental analysis will be carried out. Further, various marketing strategy along with marketing mix of the new product will be developed so as to attain the desired marketing objectives of the firm. PESTELforexternal environmental analysis Political It is vital for the cosmetic industry in UK to follow the cosmetic regulations 1223/2009. This regulation includes laws related to free movement, animal testing, constraints of certain ingredients and substance and many more. All these regulations are essential for the companies to adhere (Jobber, 2010). Beauty Giant is required to source most of their raw-materials neededfortheproductionofnewanti-ageingproductfrom Brazil. The political condition of Brazil is not stable and thus, the functioning of the firm will be highly affected. Economical The economic factors include the ratesof interest, level of income, rate of unemployment, growth rate and inflation. These factors influences the purchasing power of people. In UK, the unemployment rate is quite high in 2009 and thus, the purchasing power of people was distressed. The rate of interest is also very low, which will impact the operation of Beauty giant (Blythe, 2009) Further, the rate of VAT is also increased which will influence 4
the profits of the firm Social People in United Kingdom are now conscious about the fair trade practices, animal testing as well as utilization of natural products. Eventhestatisticsshowsthatthemalepopulationisalso depicting interest in regards with the way they look and thus, are ready to pay high amount to improve their appearance. Finally, the elderly population in UK is increasing and this target group is also ready to spend high amount towards superior products with high class quality that claims anti-ageing. Technological The E-commerce market of United Kingdom is quite large and almost thirteen percent of the sales of cosmetic industry is carried out via online means (Barton and Anderson, 2011). Thus, it will be an added advantage to Beauty Giant as they can sell and promote their new product “Forever Young”. Higheruseofinternetandonlineserviceshassignificantly transformed the cosmetic and beauty industry in United Kingdom Environmental In UK, most of the companies related to cosmetic sector are making effort to adopt green practices and go green Concerning this, most of the packaging is being done through recyclableproductswithaviewtohavelessstresson environment IngredientknownasMicrobeadswasbannedsoonafterits swiped the headlines, as it is made of plastic and will definitely unpleasant for the environment (Li, Chen and Chu, 2010). Legal The Federal Food, Drug and Cosmetic Act (FD&C Act) and the Fair Packaging and Labelling Act (FPLA), these are the two important laws that needs to be followed by the companies related to beauty and cosmetic industry of UK. Further, the ingredients utilized in the production of a particular product is not according to the code than it will be not be allowed to launch or introduce in the market by the regulatory bodies. 5
Secure Best Marks with AI Grader
Need help grading? Try our AI Grader for instant feedback on your assignments.
Competitor analysisby adoptingPorter’s five force Threats from new entrants The threat from new entry in the cosmetic and beauty industry of UK is quite low. There is huge cost of entry, numerous need of resources, differentmanufacturingprocessesandfewfunding options. Further, the level of competition is quite high and thus, threat of new entry is low (Drummond and Ensor, 2005). Most of the beauty giants such as Avon, Mac, Revlon and Clinique have large share in the market. Bargaining power of buyers There is high bargaining power of buyers, as there is high amountofcompetitioninthecosmeticindustryand numerous options are available to people from varied producers. The products related to cosmetic and beauty industry have high number of substitutes and thus, the customers can force the producers to reduce the prices of their products bybuyingproductsfromtheirrivalries(Caponand Hulbert, 2001). Buyers possess great challenge to the manufacturers all across the globe in this industry Bargaining power of suppliers The bargaining power of suppliers in the cosmetic and beauty industry of UK is relatively low. There are large number of players in the same market and the supply of varied products is also very high. Different producers are manufacturing diverse cosmetic products and thus, customers have wide choices to choose from (Heskett, 2016). This influences the prices in the market in contrast with the suppliers. Talking about the competitive rivalry, it is quite high in this industry. Wide range of products are being offered by companies such as Avon, Mac, Revlon and Clinique and they are 6
Competitive rivalrygiving competition to each other significantly. The amount of Spas in UK is limited and they have their own products. Concerning this, the demand is lesser than they supply in the market. High exit barriers (Baines, Fill and Page, 2011) Threats from substitute products The competition level in the cosmetic and beauty industry of UK very high and therefore, threat from the substitute goods is also very high. Producers selling products at higher prices that too with lowquality aremorelikelytohavelessfootfallsin comparison with the firm selling goods at reasonable prices with high quality (Helm and Gritsch, 2014). It is important for the firms to keep innovating their products and their features to cope up with the challenges and issue driven by the substitute products. SWOT analysis of the Beauty Giant Strength The firm has large share in the market of UK Reputation and good brand name Engagedintothebusinessofselling toiletriesofmenandwomenfrom popular brands Weakness Laymaninproducinganysortof products The product is not so much aware as there was little marketing activities being conducted (Juin, 2000) Opportunities Thecompanyhasanopportunityto produceeco-friendlyandorganic products Thereisincrementinthenumberof online buyers Since animal testing is ban in United Kingdom, it will be beneficial for the Threats Threatofriskconcerningsupplyof material High level of competition Threatfromtheexistingplayersand market,astheyareenteringinthis market for the first time 7
introduction of new anti-ageing product of Beauty giant Forever Young’s marketing objectives Increasing the sale of the product to 12% in next 6 months Creation of around 100 leads through websites every month Selling of around 5000 products in coming 2 months Increasing the market share by 10% in one year Marketing strategies Marketing mix Product The firm is introducing the new product in the range of anti-ageing known as Forever Young in more than thirty markets of United Kingdom. It will help the target people to eliminate their signs of ageing and defects. Further, the new product is also helpful in cleaning and moderating the sebum area of skin. Price The company will follow market penetration pricing strategy wherein at the initial level prices will be low and simultaneously it will be increased (Stevens and et.al, 2007) Place The product will be introduced in 30 markets of UK in numerous outlets, online, shopping sites and website of the firm Promotion Social media such as Twitter, Facebook and Goole will be used. Sales promotion like discounts, free samples, free gifts and coupons will be used Physical evidence It significantly includes brochure, flyers packaging, pamphlets and many other physical element involved in the product (Hill and Lederer, 2001). Record and database of customer’s details and past experience are also a part of this element Process Thefirmmakeuseofeffectiveprocessesrelatedtoproductionand transportation of the product to the customers that helps in reducing the costs and minimizes waste (Best, 2000) PeopleThe staff members of Beauty giant will know about the target audience and identify their needs and accordingly product will be designed 8
Paraphrase This Document
Need a fresh take? Get an instant paraphrase of this document with our AI Paraphraser
Segmentation, Targeting and Positioning The firm has segmented the market in to three types. The very first is the geographic segmentation wherein, the Beauty giant has divided the product based on the region, nation as well as area. The market of UK is being segmented by them. The next segmentation is demographic wherein the market is divided as per age, income and gender. The company is planning to approach upper and upper middle class group of UK (Errunza and Miller, 2000). On the other hand, the target market of Beauty giant’s new product are the men and women falling in the age group of 35 to 55 years. Both professional and non-professional people will be targeted. Lastly, as the target market of the company is upper and upper middle class, the new anti-ageing product will be regarded as a high end brand. Thus, beauty giant will position the new product by featuring its values, beliefs and usages. Ad campaigns using celebrities will be used to capture the target market. Market control Market control is very vital element in the whole strategic marketing planning. At this stage, each and every activities are being controlled and managed through comparing the outcomes with the pre-determined marketing objectives. Even the activities which are drafted are also checked so that corrective actions can be taken timely (Deborah, 2000). CONCLUSION Therefore, from the whole discussion, it can be attributed that comprehending the importance of clients and their relations with the firm is quite essential for sustaining longer period of time. This can be achieved through adopting effective marketing strategies, tactics and processes. It was found out that innovation in the product is the key to succeed for any company. 9
REFERENCES Books and journals Baines, P., Fill, C. and Page, K., 2011. Marketing. 2nded. London: Oxford University Press. Barton,W.A.andAnderson,E.,2011.OrganizingtheMarketingFunction.Chicago: American Marketing Association. Best, R.J., 2000. Market-Based Management:Strategies for Growing Customer Value and Profitability. 2nded. Upper Saddle River, NJ: Prentice-Hall. Blythe, J., 2009.Key concepts in marketing. Los Angeles, Calif.: SAGE. Brooks,N.andSimkin,L.,2012.Judgingmarketingmixeffectiveness.Marketing Intelligence & Planning, 30(5), pp.494-514. Brooksbank, R.W., 2013. Successful marketing practice: a literature review and checklist for marketing practitioners.International Journal of Wine Marketing, 1(2), pp.34-45. Capon, N. and Hulbert, J., 2001.Marketing management in the 21st Century. Upper Saddle River, N.J.: Prentice Hall. Deborah, D., 2000. Understanding New Markets for New Products.Strategic Management Journal,11, pp.59–78. Drummond,G.andEnsor,J.,2005.Introductiontomarketingconcepts.Oxford: Elsevier/Butterworth Heinemann. Errunza, V.R. and Miller, D.P., 2000. Market segmentation and the cost of the capital in international equity markets.Journal of Financial and Quantitative analysis, 35(04), pp.577-600. Eugene, W.A., Fornell, C. and Rust, R.T., 2007. Customer Satisfaction, Productivity and Profitability:DifferencesbetweenGoodsandServices.MarketingScience,16(2), pp.129–45. Hausman, W.H., Montgomery, D.B. and Roth, A.V., 2002. Why Should Marketing and Manufacturing Work Together? Journal of Operations Management, 20, pp.241–257. Helm, R. and Gritsch, S., 2014. Examining the influence of uncertainty on marketing mix strategyelementsinemergingbusinesstobusinessexport-markets.International Business Review,23(2), pp.418-428. Heskett, J.L., 2016.Marketing.New York: Macmillan Publishing Co. Hill, S. and Lederer, C., 2001.The Infinite Asset: Managing Brands to Build New Value. Boston: Harvard Business School Press. Jobber, D., 2010.Principles and Practice of Marketing. 6thed. London: Mc Graw-Hill. 10
John,C.N.andSlater,S.F.,2000.TheEffectofaMarketOrientationonBusiness Profitability.Journal of Marketing, 54, pp.20–35. Juin, S., 2000.Marketing planning & strategy.Thompson Learning. Li, J., Chen, H. and Chu, F., 2010. Performance evaluation of distribution strategies for the inventory routing problem.European Journal of Operational Research, 202(2), pp.412- 419. Stevens, R.E., Loudon, D., Wrenn, B. and Warren, W., 2007.Marketing Planning Guide. 2nded. Binghamton, NY: The Haworth Press. Online references Thompson, S., 2018.The role of the marketer has changed, shouldn’t the marketing model? [Online]. Available through: <https://www.marketingweek.com/2018/02/02/the-role-of- the-marketer-has-changed-shouldnt-the-marketing-model/>. [Accessed on 18thDecember 2018]. 11