Essentials Contents of Marketing

Marketing Essentials Contents Introduction 1 Task1 1 P1: The various roles and responsibilities of the marketing function.1 TASK 23 P2: Roles and responsibilities of marketing relate with the wider organisational context 3 Task 35 P3: Comparison of 7P's of marketing mix in organisational context 5 Task 46 Development of a basic marketing plan 6 Conclusion 10 REFERENCES 11 Introduction Marketing includes various activities which are undertaken by an organisation such as promotions, advertising, selling and so on. Marketing is a process

Marketing Essentials

Contents
Introduction......................................................................................................................................1
Task1................................................................................................................................................1
P1: The various roles and responsibilities of the marketing function.........................................1
TASK 2............................................................................................................................................3
P2: Roles and responsibilities of marketing relate with the wider organisational context..........3
Task 3...............................................................................................................................................5
P3: Comparison of 7P's of marketing mix in organisational context..........................................5
Task 4...............................................................................................................................................6
Development of a basic marketing plan......................................................................................6
Conclusion.....................................................................................................................................10
REFERENCES..............................................................................................................................11

Introduction
Marketing includes various activities which are undertaken by an organisation such as
promotions, advertising, selling and so on. Marketing is a process by which company attracts
large number of customers or increase the sales of the organisation. Marketing functions are
very important for the enterprise because it helps to build better and effective customer
relationship. Also, by using proper marketing strategies like promotional activities and
advertisement company can also build its reputation and brand image in the marketplace. Taken
company for this assessment is beauty giant which deals with different brands toiletries for men
and women. This report focuses on different roles and responsibilities of marketing functions
and how all these roles and responsibilities relates in the context of an organisation. Also, it
compares different marketing mix with rivals to accomplish its organisational goal more
effectiveness. In addition, with this, marketing plan for beauty giant will also discussed under
this report.
Task1
P1: The various roles and responsibilities of the marketing function.
Marketing
It refers to an activity which is performed by an organisation to encourage the purchasing
and selling of the goods and services. It includes selling, advertising, researching, distributing
and promoting the product and services of an organisation. Basically Companies promotes their
brand image with the help of marketing by attracting large number of customers. In context to
beauty giant, there are various marketing strategies adopted by the company to advertise and
promote their goods and services and also to increase their sales (Abedi and Abedini, 2017).
There are various concepts of marketing by which business can examine the particular
needs and demand of the customers and also encourage to execute those needs and demand.
Also, beauty giant can increase level of customer satisfaction, compete with their competitors,
maximize sales as well as profit of the company. Beauty giant can properly plan its marketing
strategies with the help of five marketing concepts.
Production concepts works on a particular feature in which customers are purchase the
goods and services which are available at least value and also easily acquirable. In case of beauty
giant, it provides various products at least value and its products are also easily available at
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online site. The second concept of marketing is product concept in which customers mostly
focuses on the quality of the product and they always want new and innovative products as per
the current market competition. In context to beauty giant, they provide innovative and improved
products according to the taste and preference or market trends of the environment. This concept
also encourage them to use new and innovative techniques to improve product quality so that it
can easily survive in the market against its competitors (Dwivedi, YKapoor and Chen, 2015).
Selling concept includes the concept in which promotion and advertisement directly
effect the purchasing power of the customers because individual only purchase those goods and
services which are highly promoted by the company. Beauty giant adopting various strategies
which are very beneficial to sell its products to the customers such as offers, discounts,offering
qualitative products and faster delivery. The next marketing concept is marketing concept in
which includes different business activities that are essential to interpret the taste and preference
of the individual customers. In case of beauty giant, there are different marketing strategies taken
by the company to attract and retain its investors and customers. All such marketing strategies
includes consumer analysis, BCG model, competitive analysis, strategies related to the
distribution and so on. These strategies are very useful for the company for its survival and it’s
also raise profitability and sales of the company.
The last concept of marketing is social marketing concept which focuses on the quality
of product against its competitors. It believes that organisation need to produce better quality
products to win against its competitor which is beneficial for the both society and customers. In
case of beauty giant, it attracts their customers by the help of social media advertising like
Instagram, Facebook, twitter and so on. There are various roles and responsibilities which are
need to be perform by the marketing department (Eletxigerra, Barrutia and Echebarria, 2018).
Managing and defining the brand is major responsibility of the marketing department
which they need to perform. In this marketing department of the company needs to tell the
customer about which products you are selling, who are you and what do you do. Beauty giant
manager plays an important role in an organisation because they needs to explain whole
information about the product and services which they are are offering to its different customers.
Marketing department of beauty giant also managing and monitoring the social media because
whole sales and profitability of the company are depends on the promotional activities and
advertising which is done with the help of social media. Beauty giant focuses on the overall
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promotional activities of the organisation such as which product need to be posted to attract the
various types of customers and also increase the sales of that particular product of the company.
Marketing department of the company also conduct market and customer research
which is very essential part of every organisation to identify the different opportunities and treats
that are present in the market. Beauty giant always focuses on the research area because with the
help of research company identify the taste and preference of the company as well as grab
present opportunities in the marketplace. Track current trends and monitor competition is
one of the responsibility of the marketing department so managers are aware about the current
market position and trends. This will helps beauty giant to improve their marketing strategies
against its competitor present in the marketplace (Johnson, and Chvala, 2017).
TASK 2
P2: Roles and responsibilities of marketing relate with the wider organisational context
Marketing department of beauty giant coordinates with the different departments present
in the organisation. This will smooth the functioning of an organisation so that employees are
able to perform their duties more effectively. In beauty giant proper and effective coordinating
among different departments leads more effective work on proper time. This coordination also
provide satisfaction to the customer , investors and stake holders of the company.
Marketing and human resource department coordination improve overall
performance of the organisation. The human resource department of beauty giant hire and select
the various skilled manpower according to the requirement of an organisation. And marketing
department attracts the candidates for the particular vacant job by effective advertising. Beauty
giant recruit the candidates who has passed whole criteria of the particular job. This is very
beneficial for the company to hire best suitable candidate for the vacant job. If both of the
department works with the coordination then it helps the company to hire skilled candidates
which are very useful for the organisation to achieve its goals and objectives. The HR
department provide job description to the marketing department in which all the necessary
required skills and qualification are given. Marketing manager spread the information regarding
vacant job to the as many as candidates so that maximum number of candidates can apply for the
given job role. If these two departments are not able to coordinate with each other then the
productivity of the company will suffer.
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Coordination between finance and marketing department also very essential for the
smooth functioning of the organisation. Finance department of the beauty giant provides
adequate fund for the day to day functioning of the company. It also provide appropriate fund to
its marketing department which leads implementation of effective strategies to attract the various
customers. Marketing department also helps finance department to identify various investors
that are present in the marketplace so that company will not face any scarcity of fund in
upcoming time. It both the department of beauty giant are not interrelated with each other then
company will not able to generate any budget. So this problem of an organisation effects the
overall productivity of the company (Lau, 2016).
Interrelation between IT and marketing department is necessary for the information
that is required by the company. It department of the company maintains all machines, tools and
software of an organisation. Information technology department of Beauty giant perform various
task such as changing, updating, implementing technology. Marketing department of beauty
giant is effectively communicating and interact with the consumers with the help of these
activities. IT department also provide appropriate information to the marketing department with
the use of management information system. If both the department of the company not work with
the collaboration then organisation will lack in progress of technology because most of all the
activities of an organisation done online or with the help of technology.
Collaboration between sales and marketing department is an essential for an
organisation to achieve its goals and objectives. Sales department of the company focuses on the
sales of particular product in the marketplace where as marketing department of a company
focuses on generating leads for the sales department and also conduct various market research
and promotion of products and services. Beauty giant marketing department gather all the
necessary information from market and also identify the needs and demands of an individual for
the sales department. Also promotional activities raise the level of sales of particular product. If
sales and marketing department are not collaborated with each other then it effect the whole
management of the organisation and leads heavy loss of market share and probability (Makhitha,
2016)
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Task 3
P3: Comparison of 7P's of marketing mix in organisational context
The beauty giant is focuses on the providing qualitative product to the customer to gain
their trust. Through 7P's company analyse its performance in the current market. Yardley is a
competitor of beauty giant which is the oldest UK based cosmetic company. Here are
comparison of 7P's of beauty giant with the yardley are as follows:
Elements Beauty giant Yardley
Product It is a small cosmetic company which
deal with the make-up kits, brushes,
face mask and many others. It has
decided to launch anti-ageing cream for
the people who have age more than 30.
Yardley is a well-known cosmetic
company of the UK which offer variety
of the products such as soap, fragrance,
toilhttp://192.168.1.101/webmail/src/web
mail.phpetries and so on according to
need and preference of the customer's.
Price Penetration pricing strategy is used by
the beauty giant because it is new
product in the market of UK so it helps
the company to gain market-share by
offering product at least cost.
Cost plus pricing strategy is applied by
the yardley in which company need to
first calculate the production cost to fix
the price of the particular product. This
strategy is used by company because it
focuses on the qualitative production.
Place Beauty giant opened their stores
according to the demand of qualitative
products in a particular area. UK has
strong economy so increasing trends of
the market also raise the sales of the
products.
It is big MNC which operate business in
many countries like Europe, Asia, USA
and so on. It also make available their
products at various retail as well as
online stores. Yardey uses posh area for
their products where demand of
qualitative products is high.
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promotion This company prefer social media
marketing to attract their targeting
customers. It is targeting the people
who have age more than 30 and these
type of people using mobile phones so
it focuses on the social media
marketing (Malhorta, 2015).
This company is using various
techniques of promotion such as TV
advertisement, print media, social media
etc. It also focuses on the celebrities
advertisement which increase its brand
image. Yardley also design its logo in
golden colour which show royalty.
People Company recruit the candidates who
have good communication skills so that
they able to communicate with the
customers effectively. It also training
and development program to the
employees.
Company recruit only experienced staff
to increase its profit and sales. It also
provide affective training to the
employees of the company.
Process Beauty giant focuses on the
distributional channel to deliver the
products on proper time.
Various new equipment’s are used by the
company for proper and effective
packaging and distribution facility.
Physical
evidence
The company is focuses on the
appearance of the stores by proper
infrastructure, lightning and so on to
grab the attention of various customers.
Yardley focuses on the hygiene,
cleanliness, lightning and many other
facilities to spread positive image of the
company.
Task 4
Development of a basic marketing plan
Marketing plan is a very essential part of every business plan. It is a document in which
include all the particular activities that need to be perform while developing new product in the
marketplace (Matikiti, Kruger and Saayman, 2016). There are various features are including in
this such as SWOT analysis, budget, targeting and positioning, segmentation, marketing mix,
and many other. This plan is very important for the beauty giant company because with the help
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of this plan company able to find out current position of an organisation. The marketing plan of
beauty giant are given as follows:-
Overview of the company:-
Beauty giant is famous cosmetics company which established in 1994 and has almost 50
branches in all over the UK. Basically this company deal with toiletries of men and women from
different famous brand. It mainly focuses on the cosmetics and beauty products that are very
popular among women. Beauty giant has decided to introduce anti ageing cream which is
'forever young'. This product is targeting over 30 year people in the marketplace. The marketing
plan of forever young is as follows:-
Marketing plan is very essential for the all departments of an organisation. Through it
company is able to implement their strategies more effectively are are pre decided by the beauty
giant according to the market demand. Now company is decided to launch forever young anti
ageing cream which is demanded by the people who have above 30s. Beauty giant needs
amazing plan to capture the current market share and introduce its product more effectively. The
market plan of beauty giant are as follows:-
Objectives:-
The various objectives for the marketing plan are as follows:-
To introduce the innovative and fresh product in the marketplace and also get success in
between the 6 months, to use various promotional techniques so that maximum number of
people get aware about the product forever young , to get available the product in all over the
marketplace and also secure growth of the particular product by capturing the market share.
Situation Analysis
SWOT analysis:-
SWOT analysis is performed to identify the organisation inside strength and weakness of
external opportunities and threats. This is done to grab all the opportunities present in the market
and protect the company from the threats by taking appropriate actions. SWOT analysis of
beauty giant are as follows :-
Strength Weakness
 Qualitative products from the top brand
are the biggest strength for the
company which attract the various
 Availability of large number of
competitors in the marketplace such as
garnier and many others.
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consumers.
 Effective distribution channels are plus
point of the company which helps in
delivering the goods and services of the
company on proper time.
 Due to least investment in research and
development programs beauty giant
faces high competition as it is small
company as compared to many other
present in the market.
Threats Opportunities
 The rates of foreign exchange in UK
are changing which is a great threat for
the company.
 Continuous changing cosmetic industry
due to high competition present in the
market.
 Availability of business expansion
opportunities in the various developing
countries.
 Increase the demand of natural
ingredients and organic product which
is an opportunity for the beauty giant to
grab the market.
STP of beauty Giant:-
 Segmentation:- It is the process in which customers in the market are divided into small
groups and segments according to their needs and demand. The beauty giant divided the
customers on the basis of demographical, pshychographical and geographical factor.
 Targeting:- The company is targeting the people who have above 30s because these type
of people are more conscious for their age factor.
 Positioning:- Company using various strategies to attract customers. Beauty giant also
build good brand image in UK by providing better quality product from the top brand.
Marketing strategies:- Beauty giant company formulate and implement effective
marketing strategies to achieve their goals and target of the company. The strategy which is
adopted by the company is relationship marketing which is very useful to build customer loyalty
and customer relation for the long term because it is very necessary for growth of the company.
Execution
Beauty giant need to execute all the goals and targets in a systematic manner to achieve further
growth. Achieving all the company's goals are very important for the success of an organisation.
Action plan: -
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Budget allocation: -
The beauty giant has decided the budget to perform various activities by different department
of the company is € 10,00,000.
 Product: - The new product forever young is launched by the company which is
available in small tube.
 Price: - The company is decided to set reasonable rate so that every customer afford it.
 Place: - The product will make available at every cosmetic stores, saloons and every
beauty stores.
 Promotion: - The company is focuses on the social media marketing to promote forever
young anti-ageing cream.
Forecast
Cost: Cost for the production of new product is discussed below:
Particulars Amount (€)
Marketing 200000
Workforce 200000
Equipments 300000
Raw materials 300000
Sales: The company is decided to gain sales of the new in the dual digits which is ffered by the
company.
Profit: The company calculate to gain 10% of its profit.
Control: For controlling beauty giant use tool like key performance indicators through which
company measures the performance.
Conclusion
From the above report it can be concluded that there are different roles and responsibilities
which are performed by the marketing manager of the company. Coordination between the
different department is necessary to achieve organisational goal and it also prevent from the
various conflicts. Marketing mix is an important tool to analyse the current market position of
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the company and also helpful in fix the price for the groups which are targeted by the company.
Company also prepared a marketing plan because it has decided to spread its business at higher
level which need proper research.
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