Marketing Essentials Assignment PDF | Beauty Giant

Marketing
Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1. Roles and responsibilities of marketing function.............................................................3
P2. Explain how roles and responsibilities of marketing relate to wider organisational context.
................................................................................................................................................4
TASK 2............................................................................................................................................6
P3- The ways in which different organisations apply marketing mix for market planning
process to achieve business objectives-..................................................................................6
TASK-3..........................................................................................................................................10
P4 Marketing plan for the organization for launching new innovative product..................10
CONCLUSION..............................................................................................................................12
REFERENC...................................................................................................................................13

INTRODUCTION
Marketing refers to promotion of promotion of goods and services. In other
words, it is a process of influencing people towards the product and services. The
company Beauty Giant is UK based which deals in man and women toiletries and
cosmetic products from different areas of world and different brands (Westra, 2015) .
This has 50 branches in all over the UK. It is well known company in UK and Now the
management of the company Beauty Giant is thinking about launching new product”
forever Young” that is anti-ageing cream and the managers focuses on their customer
that is women whose age starts from 45 to 60 as because the product is anti-ageing
cream which is beneficial for women this age. While launching the product, manager
finds that elements of marketing functions are interrelated with each other and also play
an important roles and responsibility in the organizations.
TASK 1
P1. Roles and responsibilities of marketing function.
Marketing is an activity perform by organization in order to promote their goods
and services. Marketing includes advertisement, selling and delivering of product to
customer and other business organization.
There are various marketing function which every manager follows in order to improve
market value as well as sustain their business in competitive market, some of these
functions are Research, strategy, product designing and development,packaging and
labelling, branding, customer support, pricing, promotion, physical, distribution,
transportation, planning, tactics.
In business, research of market is a crucial and considered most important function, as
without this research the business cannot be successful (Rodney and Wakeham, 2016)
. This investigation helps in Gathering valuable information for analysing the market
and it considered what consumer want?, In what quantity, price? . The role and
responsibility of manager is to analysis the best opportunity for them in market and also
considered that this is executed properly.

After completing research, the manager proceed towards the judgement and
analysis strength, weakness, opportunity, threats of business organization. The
manager role is that he should considered all factors while creating the strategy and
responsibility is to properly analysis the environment effectively. This helps in
generating ideas and strategies used by organization which provides guidance for their
success.
Strategy are created, now next function is planning, where department of
marketing is involved in planning process which includes communication, distribution,
financial planning and also forecasting of sales in business (Pike, 2015) .
The role and duty of manager is consider that the planning done by the
marketing team is executed well with no issues as well as hurdles and of the
organization also focused on the product designing where they can also heir the
specialized and skilled person for this task. Management also considered the pricing
policies which is very important, advertising and promotion of goods and services for
attracting audience it follows the channel of distribution and the transportation and
where-housing of good and services with safety.
It is responsibility of the manager to keep check the products till it is not
delivered to end user, the manager take care of transportation and distribution of
product, storing of good in inventory section and warehouse secure and safely. They
also focus on the advertisement and considered that it is effective,accurate and
contains important and valid information about the product.
Then manager follow tactics and schemes, in this small or short term plans are
created and implemented in order to influence and attract the customer. This is for short
time period offers and schemes which helps in executing marketing plans.
P2. Explain how roles and responsibilities of marketing relate to wider organisational
context.
The marketing function involves various roles and responsibilities of the business
organization which is responsible for success and growth of business (Pappas, 2017) .
The marketing function involves the management of strategy, marketing research,
sales, product designing and developments, financial support, channel of distribution

systems, managing human resource department and many more. All of these have
different effective role and responsibilities to promote and for growth of business
organization.
There are various keys responsibilities and roles of marketing functions which
helps organization to achieve the sustainable advantage from the market, which is very
important for each and every organisation. The success of the business is depend on
their marketing strategy as the manager of Beauty Giant should do the proper research
and generate new effective idea for creating the new product.
The manager of Beauty Giant do research, as it is essential part of company
which helps in understanding customer need, taste, preference and this is very
effective for finding and achieving the result. The finance department is very important
for every business as without finance the business can be run. The finance departments
of Beauty Giant provides accurate and appropriate budget and funding to marketing
team of the organization for proper execution and implementation of the plan. When
company need a huge amount of marketing strategies which helps in increasing the
market share as well as goodwill of company.
As manager of Production department of Beauty Giant helps in operations and
manufacturing of products to fulfil the demand and supply of product and services and
to earn profit as well as to maintain the competition in market with good product design
& quality with effective price and quantity. To earn the competitive advantage the
manager of the Beauty Giant sets the guideline for all the department and make sure it
will be properly followed and also considered that they complete their desired task.
As well as the Human resource team is involve in generating and making
policies on the bases of marketing trends, sales for targeting market as well as
consumers and also insure that human resources are available in org. as marketing
requires large number of employees for promotion of good and services (Okumus and
Cetin, 2018) . This helps in recruiting the skilled employees.
Marketing department has vital role in company which helps in creating his name
and frame of its brand with various tools advertisement, publicity, public relation and
many more which helps in creating the goodwill and brand name this will influence
people to work in the organisation and customer to purchase their goods. Thus, all the

functional of company are correlated with each other which helps in bringing a
successful marketing plan of business organization.
The IT department of Beauty Giant plays an important role in the organization as
it provides the digital help in promotion of the products and services offered by an
organisation. As internet is providing enough knowledge and information to the
audience related to product and services in various form like web-sites, advertisement,
web-logs and many more (Notta and Vlachvei, 2015) . IT department of Beauty Giant
helps the marketing team in promotion in a innovative and effective way for products
and service through online platform, like social media( Facebook, YouTube,
Quora,Pinterest, Instagram), online websites and so on. The Marketing department and
IT department work together and finds new innovative ways to promote their products
and services through digital marketing, television advertisement, podcast, print
marketing, search engine marketing, blog marketing for influencing the customer.
TASK 2
P3- The ways in which different organisations apply marketing mix for market planning
process to achieve business objectives-
There are different marketing strategies which a manager uses, to implement
planning process with effective flow of business activities, while attaining short and long
objectives of any firm. Some of the leader uses marketing mix in such a manner that
sale promotional events could take place effectively (Muralidharan and Raval, 2017) .
These marketing mix include product, price, place, promotions, process, physical
evidence and people while developing strategies to increase revenue for any
organisations. When talking about Beauty Giant, supervisor follow these marketing mix
in order to promote their new product which is “forever young” in new target market that
are around... to grab competitive advantage from their rivalry while growing their
business. In seeking interest of existing and potential buyer, leaders have to precisely
plan promotional strategies.
Beauty Giant L'Oréal
Product There are wider range of
men and women toiletries
This company is popular
brand across the world, that

which are purchased from
popular companies in UK.
Also marketing executives
have planned and came up
with new idea of promoting
cosmetic good “Forever
young”in new market. To
grab attentions of buyers to
increase market sale.
are dealing in producing
hair care, skin care,
perfumes, make-up and
other beauty products. They
seems to be a high profile
competitor in competitive
business environment. The
marketing manager have to
give emphasis on producing
highest quality product in
order to retain their
consumers.
Price The price strategies are
accurately applied by
marketing manager to
estimate cost of each
product taking in
consideration allocations of
financial budget while
operating flow of business
activities(Manion and
Widder, 2017) . The leaders
could plan a cost which
allow every target buyers to
purchase the goods.
The executive have applied
a unique strategy of dividing
consumer product brand in
retail channels which could
be easily available to mass
consumer in target market.
With systematic
implementations of this
strategies are resulted in
generating huge profits.
Place The leaders have majorly
focused on 30 new market,
while launching a fresh
anti ageing product which is
named as “forever Young”,
The manager have adopted
unique strategy, different
product division through
strong distribution channel
across the world. When a

for growing and expanding
the business. While
adopting this strategy, the
manager have to give
emphasis on geographic
locations where consumer
can easily reach to buy the
product.
customer visit any salon,
these product are easily
available at specific
locations which are used by
professional in order to
satisfy their existing and
primal consumers.
Promotions The leaders have adopted
different communication
channels for implementing
sales and promotional
activities in the market.
Recently the manager of
Beauty Giant, have applied
online platform for
promoting their goods like
official websites of
company which could be
freely accessed by
consumer for seeking
informations about the
good.
As L'oreal is re owned
brand all across the world.
The managers have
adopted unique promotional
strategy for promoting
goods. They have
introduced innovative
slogan for advertisement
that states “ Because we're
Worth it” with a powerful
message for grabbing
attentions of buyers
(Holloway and Brown, 2016)
. The company have tied up
with popular celebrities for
promoting their goods in
market.
Process The marketing manager
should give emphasis on
determining unique selling
price which could beat the
cost of rivalry product, as
The supervisors have
implemented a flow of chain
where the consumer
product are distributed to
various retail channels

well as seek informations
on buying behaviour of
target consumers, in order
to attain the competitive
advantage.
through powerful network
by effective communications
making the product easily
available all over the
world.
People The marketing managers
have given emphasis on
conducting research on
knowing taste and
preference of consumer,
with current lifestyle which
is adopted by society in
target market.
The executive have
introduced a strategy where
training session are given to
their workforce for effective
communication with
consumer s. While
enhancing and improving
customer relationship with
company.
Physical Evidence The firm has 50 branches
all over nations while
expanding their business.
The workforce of
organisations have
managed to create a
goodwill in competitive
market (.Kotoua and Ilkan,
2017) . The managers need
to create a healthy and safe
environment for staff so that
they can work effectively
and help other members in
a team for achieving short
term goals of company. For
instance increase in market
The business has flourished
in cosmetic industries and
currently different product
line have dominated
individual and other 500
brands in beauty industries.
The important aspect, that
have been identified in
physical evidence was the
communication from retailer
to consumers . This
procedure adopted by
company resulted in
generation of huge revenue
with estimate of €26.024 in
2017. The presence of store

sales and generating more
revenue for attracting
potential buyers.
in nearby location have
allowed easy access of
product to the consumers
From above comparison, it has been analysed that leader of Beauty Giant has to
give major emphasis on it promotional strategies, for effective sales of new anti ageing
product for consumer who are growing in their age in target market. The marketing
manager have to conduct an investigations while seeking informations about buying
behaviour of their target consumer (Dioko, 2016) . While planning strategies, the firm
should provide special offers to existing and primal consumers. The manager should
effectively use digital marketing tool, while promoting their product as most of the
buyers are online users. They should adopt unique idea while promoting the goods.
TASK-3
P4 Marketing plan for the organization for launching new innovative product.
Executive summary: Marketing plan is a report which includes overview of a
business, objective, analysis of market and customer,the strategies followed by the
management for the specific time period. Beauty Giant is UK based company which
deals in toiletries and cosmetic products. This company has 50 branches in all over the
UK, and now aiming of launching new product that is anti-ageing cream named “Forever
Young” and focuses on women as their target customer and the manager of Beauty
Giant is using online marketing approach for promotion of their new innovative product
(Brychkov and Domegan, 2017)
Marketing goal/Objectives:The main aim of developing the marketing plan for
Beauty Giant is to enhance the sales by 10% within 9 months through launching a
whole new innovative product i.e. Anti-ageing cream named as “Forever Young” for its
targeted customers for earning profit and building the brand..
Market analysis: The market is divided on the bases on the product of the
company. As the analysis of market is done and segmented and targeted market where
there is a demand of product is offered to company in whole market , which helps in
increasing sales of their product i.e. anti-ageing cream named as “Forever Young” and

this result s in profit as well as wealth maximization of the company . So it directly
effect in increases the sales of new product within a year.
Target user personas: Manager of Beauty Giant has kept their focus on women
as their target customer, whose age start from 45 to 60 because company is
manufacturing an anti-ageing product i.e. “Forever Young” cream. Here the customer is
segment by considering and choosing demographic segmentation.
Market research: While developing the marketing plan, the manager has to do
the market research and analysis the market where they should considered the various
factors. Some factors are product, competitors, customer, pricing polices, promotions,
place of launching the product, business environment, market segment and customer
segmentation, channel of distribution, transportation and warehousing and many more
while launching the new product in existing market (Baker and Magnini, 2016) . The
company Beauty Giant has numbers of competitors in market such as Rimmel London ,
MAC, L’Oréal, Maybelline, Dior, Estee Lauder and many more competitors.
Marketing strategies and tactics: The manager of Beauty Giant creates and
apply various different strategies for launching of new product i.e. anti-ageing cream in
launching in UK market which helps in expanding their business and increasing the
target customer. The manager of the company has followed and gone throng with the
various strategies for launching the product as the study of market environment and find
out the strength, weakness, opportunities, thereat of the business, ideas of targeting the
effective customers with effective and innovative strategies, market approach,marketing
techniques.
There are various marketing strategies such as internet marketing, print media
marketing, paid advertisement,relationship marketing and many more. Where the
company is focusing on social media marketing of promotion of their product, some
social media platform are Facebook,YouTube, Quora, Pinterest, Instagram,
Google+,Snapchat and so on (Mueller and et. al., 2015). As they are too effective and
innovative which can easily attract the customer, where it saver the cost of the
company. The social media marketing helps in enhancing the sales of the company with
its innovation and effectiveness which helps the business in reaching to new heights.

Financial plan:Finance is very important in each and every business for
expansion and for introducing new product in market. For manufacturing of new product
the manager of Beauty Giant need lost of funding approximately £6000, and the
company is investing £4000 for manufacturing of new product but company is needed
£20000 for effective run of their business. For collecting the remaining funds the
company can use various sources like bank loan, financing, overdraft facility and many
more. This will help the organization in production of new product and generating more
and more profit and wealth maximization.
Implementation:In present scenario, the developed marketing plan has reached
to execution level, where implementation of each and every single task is performed.
The manager Beauty Giant are required to check all the situations and clear all the
issues as well as upcoming risk, so the company can achieve goals effectively within
the time frame. The top management should also notice that execution of marketing
plan is executed efficiently and effectively without any hurdle.
Monitoring and controlling: In this situation, the responsibility of marketing
manager is to monitor and control the executed plan and also modification required for
execution of plan. And also finds the weak points in overall marketing plan.
CONCLUSION
From above case study it has been concluded that various important marketing
elements identified as important functions. As the marketing manager of Beauty Giant
have to give emphasize on effectively working on implementation of marketing functions
which include conducting research, find best channel for distributing goods in retail
shops, accurate allocations of financial resources, setting cost of product that will be
easily consumed by target customers and managing services that will enhance
customer relationship in market. These function plays a major role while capturing
competitive advantage. When marketing strategies are been compared with Beauty
Giant competitor it was found that the company needs to focus on promoting their
innovative products in an effective manner in order to attract potential buyers in target
market. The leader critically have to develop business plans which include marketing
goals, budget, marketing mix, competitions, market research , promotion strategies and

at last monitoring for operating business activities in an organisation. While following
this plan in systematic manner will result in achieving competitive advantage, increase
market shares, improve brand loyalty, enhance customer relationships and generate
revenues for the company.

REFERENC
Books and Journals
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