Marketing Strategies and Practices

The provided report concludes that marketing is a vital concept for organizations to provide and promote goods and services. Marketing managers play a crucial role in monitoring and controlling aspects to attain desired objectives and goals. The marketing mix helps formulate new strategies to achieve results, and SWOT analysis assists in measuring marketing strategies by implementing different practices.

MARKETING
ESSENTIALS

EXECUTIVE SUMMARY
Marketing is the art of creating, analysing, delivering offerings that have value to the
customer and society at a large. Marketing is a very vital concept for the company to analyse the
customer needs and satisfy them by providing standard quality of products and services. It
determines the roles and responsibilities of the marketing function in context to Marks and
Spencer which analyse how marketing helps in analysing consumer needs and provides
information to the company to formulate its strategies accordingly which caters customer needs.
It also determines how marketing department is important in every organisation which provides
link between all other department and help in analysing the requirements of the respective
department for smooth functioning of its operations. It analyses the advantage of implementing
marketing mix in the business to effectively formulate its strategies and shows how decisions can
be implemented in relation to product, price, place, promotion, people, process and physical
evidence marketing tools. It also analyses the advantage of making appropriate marketing plan
which outlines company actions and plans to remain competitive.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................4
TASK 1............................................................................................................................................4
P1The key role and responsibilities of the marketing function in Mark and Spencer...........4
P2 Explain how roles and responsibilities of marketing relate to the wider organisational
context....................................................................................................................................6
TASK 2............................................................................................................................................8
P3 Compare the ways in which organisations apply the marketing mix to achieve business
objectives................................................................................................................................8
P4 Produce and evaluate a basic marketing plan for the organisation.................................11
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Marketing is the management process of creating, communicating, delivering and
exchanging offering that have value for customers, clients and society at a large. It is a process of
identifying and satisfying customer needs. Marketing plays a vital role in business. It helps in
promoting, researching and selling products and services to the target segment. In this report
chosen organisation for task 1 is Marks and Spencer which is a British multinational retail
company specialises in clothing, food, home and luxury food products headquartered in London.
This task covers the roles and responsibilities of marketing function with respect to Marks and
Spencer. It also covers the interrelation of marketing with other departments in respective
company. Further it contains marketing mix of beauty giant which is a cosmetic selling company
for men and women and has 50 branches in UK. It shows the comparison of the marketing mix
to beauty giant with virgin cosmetics. A proper marketing plan is being made which provides
proper analysis of company to formulate strategies.
TASK 1
P1The key role and responsibilities of the marketing function in Mark and Spencer
Mark and Spencer is a British multinational organization which specialises in selling
clothing, home products and luxury food products. The role and responsibilities of marketing
department of respective organisation is very important that it can't be ignored because by it they
can identify their target audience, demanded product, increase profit etc. There are various roles
and responsiblities of marketing function which are described below-
Selling:- It is the core responsiblity of marketing, it consist of transfer of ownership to
buyer. Selling concern play key role in realising the appropriate buyer those complete the
purchasing process, for the aim of earning profit (Ahrens, 2011). This can be increase by means
of personal selling, advertising, publicity and sales promotion. Mark and Spencer determines
their volume of profits and profitability by effective and efficient selling. Marketing helps in
identfying consumer needs and helps in selling of products.
Buying:- The buying function involves what to buy, of what quality, how much from
whom, when and at what price. Person those are purchasing agent is influenced by quality,
services and price of the product. Mark and Spencer sell their products to wholesaler who resell
them to retailers. The products buy by retailer are based on the needs and preference of

customers. A manufacturer buy raw materials, spare parts, machinery, equipment’s etc. from
company for carrying out production process and other related activities (Bellenger, Bernhardt
and Goldstucker, 2011). Marketing helps the buyer to choose from variety of products and
satisfy their needs.
Transportation:- Transportation is the marketing function which mean physical
movement of goods from one place to another, products are moved from place where it produce
to place where they are needed for consumption. It is done mainly through railways, trucks,
waterways, airways and pipelines it depend up to product type. Mark and Spencer doing their
business worldwide for that they have to transports their products to different place or country
which create unity of place. The transportation type chosen by respective company depend upon
several considerations such as suitability, speed and cost. It can be performed either by buyer or
seller. Marketing helps in transporting goods to the customers at the proper convenient stores
from which they can reach easily.
Storage:- It include keeping of products in appropriate condition from the time it
produce until it needed by customer or by production department, storing protect goods from
any damage and help carrying over extra products for future consumption. Mark and Spencer
store their surplus products to various warehouse situated at different places, which is known as
warehousing. These warehouses are suitable at such location from where the distribution of
goods may be easier and cheaper. Marketing analyses the future demands of the customer and
helps the production department for the proper storage,
Standardization and Grading: - Standardization means creation of certain specification
for products based on intrinsic physical qualities like weight, size, colour, shape, taste, material
etc. Some standards are also set by government for example in agriculture products. Grading
means dividing standardised products into certain defined classes or groups. It is important for
raw material, agriculture products, mining products and forest products (Bird 2012.). Mark and
Spencer must establish some standard like weight, size, colour, shape etc. for the production
department according to the grading or group of the products. Marketing analyses the shape,
colour of the product and provide information to the department to meet the needs of the
consumer.
Financing: - It involves the use of capital to meet financial requirement of agencies
which is dealing with various activities of market. In marketing function finance are important

for working capital and fixed capital which is secured from three sources- owned capital, bank
loan and trade credit (Brooks and Simkin, 2012). The respective company use various type of
finance- short term finance, medium term finance and long term finance to meet the
requirements of agencies to perform various activities. It determines the adequate cash available
with the organisation to meet its needs of production.
Risk Taking:- Marketing greatly analyses the internal and the external environment and
analyses the risk coming from the environment which will effect its operations and the business.
Marketing ascertain the risk and helps to cope effectively.
Market Information: - The right market information and facts reduce the aforesaid risk
and result in profit and cost reduction. By help of market information a seller may know when to
sell, at what price to sell, who are the competitors, etc. Market analysis help the Mark and
Spencer in such way to collect information from market and then plan strategy accordingly and
avoid unforeseen risk. It collects information from the market of customer needs and demands
and provides to the certain department for their fullfilment.
P2 Explain how roles and responsibilities of marketing relate to the wider organisational context.
The process of creating, communicating, delivering and exchanging products to the
customers and the society which satisfies their needs and wants is termed as Marketing. It is all
about identifying and satisfying customer requirements. Marks and Spencer is a multinational
retail company that specialises in clothing, food, home and luxury products. It plays an important
role in building relationship between the organisation and the customers. Marketing department
of M&S performs various responsibilities in order to target the large audience.
Importance of Marketing in marks and Spencer
Source of new ideas- Marketing gives the M&S a new scope for understanding new
ideas, demand patterns thereby produce goods accordingly. With the demand in health conscious
food products it started producing Kellogg cornflakes which gained larger share of market.
Increases sales margin- When customers are aware about the popularity of the products
sold by the company it can target large audience. M&S deals in clothing, food and home items
which have gained popularity in the minds of the customer and increases their sales margin by
provide them better quality of products (Cabrera and Williams, 2014).

Loyalty that drives effectiveness- Sparks loyalty card that allows M&S to improve its
effectiveness. They started moving away from the promotional discounts and use that money to
give to the consumers to extend their loyalty towards business.
Increase in trust and Awareness- M&S believe in creating awareness and adopted
above the line and below the line to make its presence felt to consumers. They started advertising
in magazines, newspaper and started endorsing with celebrities to gain popularity in the market
which results in increase demand for the products by the consumer.
Interrelationship of other departments with marketing
Marketing is interlinked with each and every department in the organisation. It provides
information to all other departments such as production, finance, Human resource and Research
and development (Coombs,2012). Marks and Spencer marketing department is interlinked with
other departments for the effective functioning of the company.
Marketing and production department- Marketing department of M&S works closely
with the production department to ensure that products are manufactured to appropriate quality
and design specifications as needed by the consumer. It also ensures that quantity of orders given
by the marketing department to the production should be met within the proper dead line. M&S
gain the competitive advantage as it sets deadline for the production department for
manufacturing goods.
Marketing and Finance Department- Marketing department of M&S works closely
with the finance department to oversee if the company having enough budget to meet the needs
for promotion and distribution. M&S deals in portfolio of products it requires large amount of
funds to meet the needs and gain large market share. It analyses the demand for the existing or
the new products and ensure the finance department that it can meet up with the demand of the
consumer by having enough funds for the production.
Marketing and Human resource department- It also works closely with the HR
department to ensure that employees with appropriate skill and staffing techniques are recruited
to meet the production target and to create a competent sales team (Cooper and et. al., 2014).
M&S marketing team should focus on appointing team members with different set of skills that
can easily fit up in the different product lines of M&S. HR communication role is interrelated to
the marketing department.

Marketing with Research and development Department – R&D is primarily
responsible for generating new ideas and bringing innovations in the company products and
services. M&S deals in various product lines which needs to be continuously innovated. For
example, when the marketing department analysed the need for the health diet products like
cornflakes it provided information to R&D department which bring innovation by adding
flavours to the original flavour. This way it is interlined with R&D department.
Marketing is interlinked with other departments to ensure that company achieves
competitive advantage and its operations work smoothly (Daniel2011).
TASK 2
P3 Compare the ways in which organisations apply the marketing mix to achieve business
objectives.
Marketing tools that the company uses to pursue its objectives is defined as marketing
mix. It refers to the broad levels of taking marketing decision about the product, price, place,
promotion, people, process and physical evidence. It is a significant tool for creating and
implementing the proper marketing strategy through effective decisions. In the case study
mentioned about beauty giant which is cosmetic selling company of UK. They don't sell or
produce any good of their own brand, now the company has decided to launch new anti-ageing
product called Forever Young which they believe to share a larger market. Thus, marketing mix
will help the company to choose appropriate strategy.
Marketing mix Of beauty giant and virgin cosmetics
Basis Beauty Giant Virgin Cosmetics
Product Beauty giant is a cosmetic
selling company which sells
many products of men and
women toiletries from
renounces brands. In order to
capture larger market share
they have decided to launch
new anti-ageing product called
Virgin Cosmetic company that
sells high range of cosmetic
skin care and beauty products.
It has increased its product
portfolio by dealing in
jewellery and home ware
products.

Forever Young.
Price As customers are price
sensitive company should
adopt reasonable pricing
strategy to garner as many
customers as possible. They
are launching a new product so
affordable pricing will be good
strategy to reach masses.
It is a large company which
have many competitors in UK.
It should adopt price skimming
strategy in which high price is
set at the earliest and lowering
as the market evolves.
Place It has spread its branches in 50
countries all over the UK.
They have developed a broad
base in many countries which
help them to reach masses.
They can distribute its new
product in its branches and can
gibe to local distributors.
It has a vast distribution
channel of more than approx.
thousand sales outlet with
beauty advisors. Products are
easily available to the
customers through large
number of retailers. It has
opened many convenience
stores to reach large masses.
Promotion It should adopt marketing plan
to promote its products. It can
advertise through fashion
magazines, and social media
platforms to make the
customers aware about the
new product launched by
them. They can also give free
sample of lipstick and face
powders to attract customers.
It is a known company with
the familiarity of its products.
They can hire brand
ambassador to act upon its
products to make people
aware and gain larger market
share.
People People are the most important
element of the marketing mix.
People in the virgin cosmetics
should be well trained and

Customers buy from the store
where they are treated
properly. Beauty giant should
hire proper and qualified
salesman at the store which
can provide information about
its products and make the
people aware about the
benefits of the products to
purchase them.
qualified to provide
information about the beauty
products. They also deal in
jewellery and home products
which need specialised staff to
handle variety of customers.
People play an important role
in targeting customers.
Process There are large number of
processes required to
manufacture the product and
reach to the final consumers.
Company should not make
lengthy and costly process to
reach to the consumers.
Distribution channels of the
company should be small that
can open more retail outlets for
their new product and attract
customers.
Virgin cosmetics deals in
variety of products such as
skin care homeware jewellery
products. They can make
different sections or floors to
differentiate its products from
other sections and can help the
consumers to choose specific
product from specific section.
This reduces problem of the
customers to search products
from big store.
Physical evidence Beauty giant is operating in
around fifty countries. It has
opened many branches in UK.
The store should be unique in
order to attract customers to
buy the product. The decorum
should influence the customers
to purchase the product.
Virgin cosmetics should create
proper design in the stores and
it should maintain same design
of the stores which attract
customers that the product is
of high standard. Accessories
that are places should be
placed in modular cases that

are visible to the customers
and pursues them to buy.
P4 Produce and evaluate a basic marketing plan for the organisation.
It is a blueprint that describes the business activities involved in accomplishing specific
marketing objectives. It outlines the marketing efforts and the advertising activities that the
organisation will use for the coming year (Friis, 2012).
Beauty Giant is a cosmetic selling company that has around 50 branches all over UK.
They sell men and women toiletries from various renounced brands. They don't produce or sell
products of their own so far. Now they decided to launch a new anti-ageing product called
'Forever Young' which they believe to gain larger market.
Vision- To be a company of high reputation recognized by the quality standard of our
cosmetic products.
Mission- To ensure complete satisfaction and wellbeing of the customers by proving high
performance cosmetic products and promoting maximum efficiency and social responsibility
(Hsu, 2011)
Objective - To introduce Forever young (anti-ageing products) for improvement of
market share by 20% within 6 months of time period.
STP Approach
It is a strategic approach useful for marketers to demonstrate the link between the market
and how the company chooses its strategy to compete in the market (Jones, 2011).
Segmentation- The process of dividing the market into groups, segments based on some
shared characteristics. Beauty giant new product is mainly segmenting the customers of age
above 35 as it is an anti-ageing product.
Targeting- Company of cosmetic products mainly target women who have interest in
cosmetic counters (Ionitã, 2012). Beauty giant targets women and men by providing them high
quality cosmetic products.
Positioning- Beauty giant wants to position its product at the top to target the most
valuable customer about their new products and to capture larger market (Langer and Heil,
2015).

SWOT Analysis
Strength: -
 Continuous research and innovation help in introducing new product like Forever Young.
 Beauty Giant is leader of growing cosmetic industry with 50 branches all over UK.
 They do innovative and attractive advertising which focus the target audience.
 The respective company offer cosmetics products for both men and women of all age
group.
Weaknesses: -
 Continuous rising of competitors in cosmetics industry.
 Price of Beauty Giant is high that some people can't afford it.
 Profit margin of some cosmetics products are less.
 Organization structure of given company is decentralised.
Opportunities:-
 Beauty Giant can expand or grow their business globally or in multinational market.
 By innovation respective company can create more new products on basis of customer
demand.
 Beauty Giant must make organic and natural cosmetic products which is in demand.
Illustration 1: SWOT Analysis, 2012
(Source: SWOT Analysis, 2012)

 The respective company can build brand equity between their consumer.
Threats:-
 Negative publicity of product or brand may hurt company name.
 Growing competitors in the range of cosmetic brands.
 Economic downfall affect Beauty Giant profit.
 Change in market demand affect the company profit.
 Online availability of cosmetic product with less price, affect sales of respective
company.
MARKETING MIX OF BEAUTY GIANT :
Product :- The new product Forever Young is targeting men and women of age group of
more than 30 and it is an organic and natural cream without having harmful chemical.
Pricing:- The price of new launched product is of middle range which is affordable by
maximum every income group people.
Place:- Beauty Giant must distribute its product to its all 50 distributors and local
cosmetic shops all over the UK, so that it is reachable to maximum people.
Promotion:- For promotion of new product Beauty Giant can do advertisement through
publishing an article in newspaper, magazines or they can distribute flyers all over UK.
Marketing Budget:
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 7000 10000 12000 10000 10000
Investment 3000 18000 25000 35000 18000
Total 10000 28000 37000 45000 28000

Marketing outlay
Promotion 12000 4000 9000 10000 4000
sales publicity 4000 4000 4000 4000 4000
Direct selling 4000 15000 5000 4000 4000
Total 20000 23000 18000 18000 16000
Monitoring and controlling – These kind of activities assist in measuring marketing
strategies by implementing different practices. Marketing manager plays an important role in
monitoring and controlling aspects. Through this they can easily make proper control on them by
attaining desired objectives and goals.
CONCLUSION
From the above report it has been concluded that marketing is the most vital concept of
an organisation in providing and promoting goods and services. Firms need to plan and
implement new ideas for achieving desired results. These kind of practices adopted by the
marketing managers provides effective contribution in implementing new strategies. Marketing
mix helps the organisation in formulating new strategies to achieve the desired results.

REFERENCES
Books & Journals
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marketing. Marketing Classics Press.
Bird, A., 2012. The LinkedIn Essentials: Leveraging LinkedIn to Grow Your Business. Fair
Trade Digital Exchange, Incorporated.
Brooks, N. and Simkin, L., 2012. Judging marketing mix effectiveness. Marketing Intelligence
& Planning. 30(5). pp.494-514.
Cabrera, S. A. and Williams, C. L., 2014. Consuming for the social good: marketing, consumer
citizenship, and the possibilities of ethical consumption. Critical Sociology. 40(3).
pp.349-367.
Coombs, D., 2012. Strategic Uses of Alternative Media: Just the Essentials. Journal of
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Cooper, A. and et. al., 2014. About face: the essentials of interaction design. John Wiley & Sons.
Daniel, J., 2011. Sampling essentials: Practical guidelines for making sampling choices. Sage.
Friis, R., 2012. Essentials of environmental health. Jones & Bartlett Publishers.
Hsu, Y., 2011. Design innovation and marketing strategy in successful product competition.
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Ionitã, D., 2012. Entrepreneurial marketing: a new approach for challenging times. Management
& Marketing. 7(1). p.131.
Jones, D. B., 2011. Pioneers in marketing: A collection of biographical essays. Routledge.
Kennedy, A. M. and Parsons, A., 2014. Social engineering and social marketing: why is one
“good” and the other “bad”?. Journal of Social Marketing. 4(3). pp.198-209.
Langer, D. A. and Heil, O. P., 2015. Luxury Essentials: Essential Insights and Strategies to
Manage Luxury Products. Center for Research on Luxury, University of Mainz.
ONLINE
Swot analysis. 2012. [online]. Available through: <http://nexightgroup.com/using-swot-analysis-
to-plan-an-uncertain-future-and-increase-organizational-effectiveness/>.