Role of Marketing Functions and Comparison of Marketing Mix: Avon vs L'Oréal

MARKETING ESSENTIALS
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TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
LO 1.................................................................................................................................................3
P1 The role of marketing functions ............................................................................................3
P2 Roles and responsibilities of marketing related with other organizational ............................5
LO2..................................................................................................................................................7
P3 Compare the ways in which different organisations apply the marketing mix to the
marketing planning process to achieve business objectives........................................................7
P4 Produce and evaluate a basic marketing plan for an organisation........................................13
CONCLUSION..............................................................................................................................16
REFERENCES..............................................................................................................................17
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INTRODUCTION
Aspect of marketing is to promote the business products by satisfying the needs of
customers. Marketing mix is the combination of factors that a company control in order to
influence its consumers to purchase the product. This concept include factors such as Place,
Promotion, People, Product, Price, Physical Evidence and Process that help the company to push
its article in the market. Avon is a leading brand which was established in the year 1886. It
offers make-up items for face, nails, eyes etc. The brand ever since it's foundation gained
tremendous amount of attention due to its products and is remarkable trust attained amongst its
users. Recently it is planning to market its new products Forever young (RAJESH, 2016).
Report will explain responsibilities of marketing function. It will highlight relationship
between marketing and other functional units. Furthermore, marketing mix elements of Avon
will be compare will Lo real. At last report will prepare marketing plan for the product forever
young.
LO 1
P1 The role of marketing functions
Role of marketing are explained as below:
Gathering and analysing market information -
Marketing function has responsibility to conduct market research, this helps in gaining
necessary information about consumers and their needs. Avon focuses on withdrawing
information from the market like the current requirement of the targeted consumers, required
quality and quantity, setting up of pricing policies considering the available substitute product in
the market analysing techniques are used to withdraw the following information. Considering
these factors Avon is currently focusing on herbal products in the rural sectors and the product
promoting is done in social gatherings by advertising their articles to local committees. Several
campaigning events are organized in their locality to promote the product and to gain
information about consumers and market conditions (Lovelock and Patterson, 2015). These help
them control or enforce the activities such as production, marketing, advertising, etc. according
to market conditions and maintain a healthy competition in the market.
Marketing Planning
Marketing plays the role of planner, it makes suitable plan through which product can be
launched in market and can gain attention of potential buyers. They are planning their market at
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focused places like Avon - Forever Young hair colour gained tremendous amount of attention in
North Zone so they focused on market penetration sales in that particular area and then following
remaining zones for market expansion so Forever Young is focused on using their energy at the
right place and right market. They also motivated on take overs in certain areas over their local
brand to promote and generate sales for them (Kerin and Hartley, 2015).
Designing and development of product -
Forever Young focused on quality of the products mostly rather than any other factor as the
other things doesn't matter much to its consumers as the company refuses to compromise on the
quality and promise to deliver the best of its product compared to the ones available in the
market. Avon products are designed in attractive packages and the containers are eco friendly as
well so they create a good impression on the users and provides a USP to the marketing team for
the sale or promotion of the product (Shaw, 2016). the function of marketer in this stage is to
develop a attractive product design as according to the needs and wants of the customers.
Grading and Standardizing -
The brand tend to focus on the grading of their cosmetic products to differentiate them from
one another in terms of shape, size, quality, etc. as well as maintaining a specific quality in order
to maintain the standards of the company as well as it's products. This practice helped Avon-
Forever Young to organize their product in well defined manner and segmented their articles by
its unique abilities. Marketing department supposed to ensure the grading system and also ensure
the systematic way of promotional activities.
Packaging and Labelling -
Avon consider packaging and labelling as the pillars of it's marketing factor for Forever
Young. As many times a customer's first perception of the product without consuming depends
upon its design and looks. Forever Young prefer simple and eco friendly methods of product
packaging and even managed to gain enough attention on the attractiveness of the articles. They
also add the benefits of the products and it's proper usage technique on the label to provide
feasibility to its consumer's (Chaffey and Ellis-Chadwick, 2019). The marketing team of Avon -
Forever Young ensures that their product out stand in the market and symbolize a unique identity
amongst the available and tries to be a trend setter in the market; the marketing team claims the
best use of resources in the packaging of the product. Also, marketing department is responsible
to create or settled the product according to the business design.
Branding -
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