Marketing Mix and Marketing Planning Process

This document discusses the roles and responsibilities of marketing function, the relation of marketing with other organizational roles, and how companies apply marketing mix to marketing planning process for attaining business objectives. It also explores the marketing mix of ASOS PLC and Urban Decay.

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................3
Task 1...............................................................................................................................................3
P1 Marketing function's roles and responsibilities......................................................................3
P2 Marketing relates to organizational roles and responsibilities...............................................5
Task 2...............................................................................................................................................6
P3 Companies apply marketing mix to marketing planning process for attaining business
objectives.....................................................................................................................................6
Task 3...............................................................................................................................................8
P4 Basic market plan for organization.........................................................................................8
CONCLUSION..............................................................................................................................11
REFERENCE.................................................................................................................................13

INTRODUCTION
Marketing is a process which involves the management of activities and exchange of
various goods and services in order to satisfy the needs of consumers. It is the primary
component of business and commerce. Marketing helps in promotion of goods and services
which includes advertising, selling and delivery of products and services to their potential
customers as per their demand. An activity which is used by all business organization for the
purpose of increasing business activities and profitability is known as marketing. It is required in
every organization which helps to aware people and attracts them to purchase products and
services. The main aim of adopting marketing is to increase the business performance and
market share by selling the maximum number of products and services (Babin and Zikmund,
2015). To understand the concept of marketing ASOS PLC has been taken that sales cosmetic
products according to customer needs and demands and this entity has its branches across UK
and recently launched its new anti-ageing cream. Different concepts are going to be covered in
this report like how marketing manager play roles and responsibilities, how roles and
responsibilities are relates to enterprise context and comparison of ways in which company apply
marketing mix for achieving business objectives. Further it discusses about marketing plan
which is design by marketing manager to increase the business performance.
TASK 1
P1 Marketing function's roles and responsibilities
Owners of business recognize their opportunity in the market in order to make money and
sell their products and services in the market. It is the function which satisfies the needs and
requirements of customers and these are undertaken according to the demand of customers.
Marketing is the primary function within all organization that helps to increase the business
performance and maintain the productivity. It may be difficult for companies to attract the people
and sell them products without marketing function therefore, such function is used by all
organization to improve the business performance by selling products (Alanen, 2016). This
function is performed by marketing manager who prepares marketing plans and follow them in
order to influence people and make buying decisions. In ASOS PLC marketing manager are
performing different functions with roles and responsibilities that are as explained:

Gathering and analysis information: To collect the information and analysis them is
the important function of marketing. This function is used by organization top know the needs
and interest of people in market. The marketing manager of organization collects all relevant
information and analysed them in order to introduce that products. The marketer of ASOS PLC
plays an important roles and responsibilities such as they visit the market, collect information
about customers and analysed them in order to perform various business activities such as in
order to launch their products company need to conduct research of market conditions which
helps them in collecting the information in order to achieve the success. This function helps
selected organization to find out the which product can give best opportunities in market for
increasing productivity.
Market planning: Plans are built by company's manager for the purpose of setting goals
and achieve them effectively. Without planning it become difficult for organization to attain
business objectives. In ASOS PLC marketing manager are playing a role of market planner who
make plans and execute them for making profits. For instance, ASOS PLC decided to increase
business performance by selling the cosmetic products for men and women. In this situation
marketer plays role of planner and perform responsibilities by making plans that helps to attracts
people and emphasis them to avail particular goods and services (Kucuk, 2016).
Products design and development: Now a day’s people get more attracts with design
and development of products that helps to sale more products. The design of products should be
very attractive which can influence people for taking such product. In ASOS PLC manager are
playing a role of design analyst that helps to make new designing products in order to attract
customers. Therefore, design and development of any products is important that influence people
for buying products.
Standardisation and branding: People are highly aware about standard and brand of
products which differentiate from others. Standard determines the size, quality, weight, colour,
design and raw material to be used for preparing particular product. And branding determines
image of particular company which helps to increase sale. In ASOS PLC, marketer plays roles
and responsibility of maintain standard of products by providing better quality of cosmetic
products. For instance, marketing manager analyse the information and prepare better quality
cosmetic products which maintain the brand and standard of products. This function provide
satisfaction to customer as they has not any side effect from products.

Product pricing: Pricing is the important factor for organization as well as customers
which helps to thought about buying decisions. Prices of any products and services affected by
cost, competing product, government policy, tax rates and rate of profit. In ASOS PLC,
manager's role and responsibility are defined as they set the prices of cosmetic products and
services by including all expenses of organization and maintain profitability (Caragher, 2016).
Therefore, marketing department of ASOS PLC collect information in order to launch
their products as it helps in achieving the success of marketplace. Moreover, its designs and
pricing also helps them to attain the sustainability which helps the company in order to attain the
business environment and many functions such as product planning, standardisation and
branding, product pricing etc. are performed by marketing manager of ASOS PLC. Manager
analysis the market and understand needs of customer then manufacture products and services
accordingly in order to increase production and profitability.
M1. Analysis of roles and responsibilities of marketing
The discussed roles and responsibilities are important for the marketers or the
departmental manager in order to launch their products in the market with least risk factor which
helps them to gain the competitive edge of the environment. Marketing functions and its
activities helps in identifying the various opportunities and threat from market. Marketing
activities are common in every organisation which involves market research, strategies,
promotions, plans and customer services and many more. It include various functions and
responsibilities of the company which helps in achieving the success of an organisation and also
responsible for them. These functions has various roles and responsibilities in the market in order
to promote its success factor and attain the growth of company. These responsibilities are
performed by the marketing department of ASOS PLC helps them in achieving the sustainability
and profitability of market segment.
P2 Marketing relates to organizational roles and responsibilities
An action or process which helps to promote, and sale of products and services is
consider as marketing. This is essential for business concern to use marketing and promote their
products in order to maximize sale of business organization. In other words, it is business
process that is used by organization to create relationship between customers and business
industry. Marketing manager are performing various roles and responsibilities within ASOS PLC

that helps to make feel good customers (Koskinen, 2016). The relation of marketing with
different roles and responsibilities are as defined:
Relation between marketing and research department: Research and marketing both
departments are related with organization. Research department analysis the needs and collect
information about people that helps to develop new demand within organization. After analysing
research, they coordinate with marketing department which helps to influence people by giving
advertisement and other marketing activities. In ASOS PLC marketing manager playing roles
and responsibility by researching the market and analysing needs that helps to develop products
according and marketing department helps to increase the demand of particular products in order
to maintain profits. Therefore, managers are playing essential roles and responsibilities within
organization which are related with each other and increase productivity.
Relation between marketing and HRM: HRM refers human resource management who
manage all activities by making policies and legislations. It is important for organization to
follow HRM policies in order to achieve business objectives. For instance, Marketing department
of ASOS PLC has decided goals to raise their performance and business activities with the help
of marketing. This department communicates with HRM department for selecting marketing
candidates who have knowledge about market and able to attracts customers. This roles and
responsibility is managing by marketing manager and HRM manager who are related with
organization and helps to improve the business performance (Brunello, 2016).
Relation between marketing and Finance: Marketing and finance are important part of
business organization which are related with organization context. For instance, In ASOS PLC
marketing manager plays role by setting the goal and finance manager helps to performing
marketing activities by providing finance. Therefore, responsibility of marketing and finance
manager is to make marketing plan and get funds from finance department in order to increase
business performance. Therefore, marketing is relating with finance within organization.
M2. Analyse the significance of Interrelationship
The preceding discussion about the departments are based on their working which they
need to do in order to improve their coordination and coordination and achieve success in the
market. Their appropriate coordination becomes the reason behind the success of their expansion
in various segments and regions of market. By the above discussion, it is analysed that these
departments contribute their efforts with the help of their interrelation which is helpful in getting

the appropriate information from each other as it is helpful in their assigned task. Thus, their
interrelationship describes that how efficiently and effectively these departments work to attain
the growth and success in the business environment and their link shows the importance with
marketing activities. Marketing department conveys different kinds of information in order to
market their products and services which helps in increasing their productivity, sales and
profitability. Finance department helps in providing the budget in order to carry various
marketing activities such as advertisement, promotion in an appropriate way. Therefore, their
interlink plays an important in achieving the growth and success of an organisation.
D1. Critically analyse and evaluate the elements and functions of marketing and how they
interrelate with other functional units
Marketing refers to the exchange of various products goods and services in business
environment. It depicts the different roles and responsibilities of marketing manager which they
should fulfil and keep in their mind before launching their new product in the market. Different
roles and responsibilities are useful in order to analyse the position of company and how they
interrelate with other departments of an organisation. The discussion is based on the importance
of various departments of an organisation and their interrelationship with each other. Research is
essential because it helps in determining the behaviours and demand of customers which is
helpful in satisfying their requirements. Additionally, there is a close link between the marketing
and organisational functions of company. Their interrelationship depicts that various marketing
functions are important as they are the contingent for other operational departments of company
and need to perform their functions efficiently and effectively. For instance, if ASOS PLC want
to execute their marketing plan then they there is proper coordination among the HR department,
finance and sales department. They need to coordinate with each other in order to smooth
functioning and running of an organisation.
TASK 2
P3 Companies apply marketing mix to marketing planning process for attaining business
objectives
Marketing mix is the collection of various tactics and actions which are used by
companies in order to promote its products and brand within business market. The main object of
business organization is to increase the sale of business organization and maximize profits.

Marketing mix helps to understand the strategy of other company and changes can make
accordingly. In other words, marketing mix is about putting right product in right place at right
prices which influences customers and maximize the sale (Järvinen and Taiminen, 2016). For
instance, ASOS PLC's marketer concentrate on marketing mix and give their contribution to
perform business activities effectively. The marketing mix of ASOS PLC and Urban Decay are
mentioned below:
Illustration 1: Marketing Mix, 2018
§
Source: Marketing Mix, 2018
Basis ASOS PLC Urban Decay
Product Different types of products are selling by
ASOS PLC company for men as well as
This is top best company UK which
deals in cosmetic products. It also

women. It mainly focus on women needs
and desire then introduce that kind of
cosmetic products. Women's product like
lipstick, eye liner, body lotion, lip gloss,
spray, perfume, conditioner, shampoos
and hair care products which attracts
people (Davcik and Sharma, 2016).
maintain portfolio brand in which it
introduce new products and services
according to customer demands. It
offers men and women's care cosmetic
items like lip gloss, liner, lotion, spray,
scrub etc. which influence customers
(About Urban Decay, 2019).
Price It is adopting price skimming strategy due
to having top brand. It charge high prices
from customer because of proving
different and suitable cosmetic products
and not having any side effects. The
prices of its products are in the range of
£39.32 to £48.80.
Urban Decay is focusing on market
penetration pricing strategy. It offers
better quality of products and more
recognizable that gives satisfaction to
people. The prices offered by company
is between £48.52 to £52.98.
Place It has more branches and may many more
online stores from where people can
check out and make buying order to get
particular product. It also used some sites
which helps those customers who are not
available to purchase in UK stores.
Company use place like shops, malls and
its own stores in order to sell their
products.
It provides online and offline products
in many countries and places. It also
provides products at too faced websites
which is well known websites that
make become easier for customer to
buy products. Company use place in
order to sell their products like online
market and many more.
Promotion Promotion is the way of informing
customers about their products and
services. ASOS PLC is using celebrity
endorsement which is one of the most
popular way to promote cosmetic
products. More than this it uses
advertisement, social media, launching
Urban Decay is also using celebrity
endorsement like Kate Moss is one of
the most popular UK actresses with
thousands of fans that promote
products and change the people
mindset. Moreover, social media and
YouTube are using by such

event etc. to inform people. organization to promote the products.
Process ASOS PLC provides better delivery
services like transportation, home
delivery etc. which become easier for
customer to get delivery of products in
fixed period (Olson Beal and Beal, 2016).
Such company adopts different process
like IT support services, physical
delivery and research and development
process which influence people who
are interested to buy products and
services. Company use home delivery
and manual shopping in order to deliver
their products.
Physical
evidence
It has more than 50 branches and also
offers online shopping that represent
physical evidence. Company use its
packaging in order to attract their
customers.
It offers Super drug store that helps
customers to see products. Moreover, it
provides photographs of numerous
branded products through displays
which attracts people. Company use the
appearance of its store and its website.
People Many employees are working with
organization at different profile who
determines the quality or service which
customers will receive. It make happy
employees that keeps customers happy by
providing best services.
Here also many people are working
who understand people's demand and
strive best services which helps to
increase productivity and profitability.
Therefore, marketing mix is the way of setting action plans and implement within
organization in order to maximize production and profitability. For instance, marketer of ASOS
PLC analysis the market and compare with other organization to know the all factors and
changes own policies to get higher return by providing better quality of cosmetic products and
services.

M3. Evaluation of different tactics applied by organisation
Marketing mix influences the various departments of an organisation as the marketing
manager should realise the need and requirement of marketing of offered products and services
as they bring various new approaches.
 The strategies which are applied by ASOS PLC is penetration pricing policy which is
helpful in achieving the competitive edge of business environment. For this, they initially
set low prices of product in order to attract more and more customers towards their
offerings.
 Furthermore, company provide training to their employees which is helpful in
encouraging and motivating them in order to retain the talent which helps in increasing
the performance of company. As training is helpful in increasing the productivity and
profitability and eliminates the employee’s turnover which is helpful in increasing the
reputation of company.
Task 3
P4 Basic market plan for organization
A comprehensive written document that helps in advertising and marketing in order to
increase the product line. Market plan is prepared by all marketing manager to introduce
something new and increase number of customers. This plan is used to define the future goals by
maintaining productivity and profitability (Cabrera and Williams, 2014). In ASOS PLC
marketing manager set a marketing plan in order to achieve future goals that are as explained.
Executive summary: Marketing refers an action or activity used by business organization to
promote the products and services. It includes various steps to inform
people about new product. Different topics to be introduce in such
report like vision of company, strategic objectives, budget to launch
new product, situation analysis and marketing mix that helps to
maximize the production within organization.
About Company: ASOS PLC is selling cosmetic things along with better quality and
brand image. It serves its products in more than 50 branches which

helps to make higher profits. As ASOS PLC is growing rapidly and
the estimate growth of such company is 10% by 2020. The marketer
of ASOS PLC analysis the market and found people wants anti-ageing
products due to having face problems and old age. This is new
product which management has decided to launch, and manager will
use marketing to promote the product. It believes that this is unique
product which will attract more customers. So ASOS PLC is planning
to launch new anti-ageing cream product. (Cooper and et.al ., 2014).
Vision and mission: The mission statement is “ Look young forever ” that attract people to
purchase products and maintain trust on such organization. Moreover,
to maximize the profits for returning to shareholders.
Market objectives To reach the global market by focusing on beauty and fashion
industry. To sustain continuous growth of beauty business industry.
Industry Analysis ASOS PLC falls in beauty industry with other developing companies
like Loreal, Urban Decay, MAC etc. The beauty industry is moving
towards more lifestyle and fashion conscious consumer. It has been
analysed that in beauty industry is moving towards more lifestyle
conscious consumer. So company is trying to introduce new product
for the purpose of grab opportunities (Eng, 2017).
SWOT Analysis: Strength: ASOS PLC is leading brand name and it has large scale of
business activities. It give preference to customer's needs and
manufacture products accordingly. It has wide range of products and
provides online or offline products to customers. Moreover, it offers
better quality of products which attracts more people.
Weakness: There are many competitors of ASOS PLC which are
becoming reason of low sale. High prices of products than other
brands. Changes in government policies and regulations due to which
production may fluctuates (Fırat, 2013).
Opportunities: Skilled and well performer employees who
understand needs and puts efforts to complete task. To maintain trust

of customers and quality of products. Many online stores are available
that make happy to its customers. Highly updated on technology and
other services.
Threat: The major threats of ASOS PLC is intense competition
among many beauty firms. High dependence on its partners and
suppliers which makes them vulnerable. Changes in fashion and
cosmetic items.
Marketing objectives
and strategies:
To increase customer base by offering better quality of products. To
maximize the number of customers and capture more market share by
selling the products (Guffey and Loewy, 2012).
Market segment: Demographic: ASOS PLC is focusing on 15 – 65 years people
whether male and female.
Psycho graphic: Such organization focuses on lifestyle of people and
prepare new product for meeting with new lifestyle.
Targeting: This new product will target more than 30 market by
providing products.
Positioning: It is becoming as lead position in business environment.
Financial information: Manager of ASOS PLC has designed a financial budget such as:
From the below financial budget it is concluded that company took
total £14500 in 2018 and £14500 in 2019 which include the
operations, financial and investment activity.
2018 2019
Operation activity £ 7500 £ 8000
Financial activity £ 5000 £7000
Investment activity £2000 £4000
TOTAL £14500 £14500
fMarketing Mix: Product: ASOS PLC has increased its product mix by creating new
product which an anti-ageing cream for their potential customers in

order to look them young.
Price: Retail pricing strategy is adopting by marketing manager
which helps to attracts customers and increase sale.
Place: Forever Young is going to introduce firstly in London, UK that
helps to make decision about expanding the location.
Promotion: The manager of ASOS PLC are using celebrity
promotional activities, you tube and advertisement in order to
promote their product.
Physical evidence: It will give offline as well as online facility to
purchase such product. Company also sell its products because of its
appearance and packaging which helps in attracting the customers.
Process: Attractive and fast delivery services are used by such
company to distribute the products (Ottman, 2017).
People: Employees are skilled and positive behaviour who attracts
customers towards products and emphasis them to buy product.
Market Evaluation: Marketer of ASOS PLC evaluate the market and gather information
about products. People are extremely interested to get such product. In
order to sell its products in the market company need to conduct more
and more research in order to attain suitability and profitability.
Monitor and control: In this phase management of chosen company monitor the
performance and control over business activities that helps to maintain
the profits by maximize sale (Wilson and Gilligan, 2012). Monitoring
and controlling is important in order to gain its productivity and it also
helps in tracking the progress of product.
Therefore, this marketing plan is very effective which is prepared by marketer of ASOS
PLC within organization. It will help to launch new product successfully by analysing the needs.
Marketing activity also will help to attain business objectives by following market plan.

M4&D2. Evaluation of strategic marketing plan
Marketing plan is a document which represents the different strategies, policies and plans
which are regarding to new product as it is helpful in success launching of product and also
reducing the elements of risk. It is helpful in developing and conducting the research of business
environment and determine the various needs of customers. It involves the marketing mix which
is brilliant way to make sure the specific product is placed at the right place. Marketing mix is
important technique which helps in understanding that which kind of goods and services are
offered by the company and how their plans and policies are successful in order to offer their
products. It is a variable which includes 7P's as it is helpful in satisfying the needs and
requirements of their targeted customers. Product: Product of an organisation include the quality and customer service which they
offer. ASOS PLC need to fulfil the needs and demand of their consumers with their
offerings. Promotion: The effective communication with the customers helps in developing the
marketing, personal selling and advertising of its new product which is anti-ageing
cream. Price: Pricing is the most important part of marketing mix and currently ASOS PLC use
penetration pricing which helps them in attaining sustainability for them. Place: Their store's location are the approachable for their target market or customer and
deliver the best part of goods for the consumption of customers. People: The individuals or person which include the management, staff, employees etc.
of ASOS PLC. Process: It is the procedure of the organisation which is customer focuses. The primary
objective of the company is to provide or deliver the goods to their customers.
 Physical evidence: Experience of customers must be good such as delivering the
qualitative products to customers and the personality of the representative of the store.

CONCLUSION
Marketing term is related with exchange of goods and services that satisfy the needs and wants
of people and increase business performance. This is important for organization to prepare
marketing plan for the purpose of achieving future goals of business. Company should focus on
marketing mix that compare with other organization and make changes accordingly. There are
different marketing function which are plays by marketing manager in order to increase the
performance and profitability. Marketer plays essential role within organization as they analysis
the customer demand and communicate with all department to manufacture that kind of products
in order to maximize sale.

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Online
About Urban Decay. 2019. [Online]. Available through:
<https://www.lookfantastic.com/brands/urban-decay.list>