Marketing Essentials of Ben Sherman

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
LO 1.................................................................................................................................................3
P1. Roles and responsibilities of marketing function..................................................................3
M1. Roles and responsibilities of marketing in context of marketing environment...................5
D1. Key elements of marketing function and how they relate to other functional unit..............5
P2. Relation of marketing function and other function in the organization................................5
M2. Interrelationship between marketing department and other functions................................7
LO 2.................................................................................................................................................7
P3. The ways in which various organisation apply marketing mix to the marketing plan in
order to achieve business objectives...........................................................................................7
M3. Application of marketing mix to the marketing plan........................................................11
D2.Strategic marketing plan for Ben Sherman.........................................................................11
LO 3...............................................................................................................................................11
P4. Covered in ppt.....................................................................................................................11
M4. Evidence based marketing plan ........................................................................................11
D1. Critical analysis and interpretation.....................................................................................12
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing essentials basically based on five major concepts of marketing. These five
concepts include selling, production, marketing, product and social marketing. The reports
highlight the marketing essentials by taking into study company which is Ben Sherman(Ben
Sherman : A heritage of Modernism, 2019). It is a global brand operating in about 35 countries
across the world. The study also highlights the roles and responsibilities of marketing functions.
It will also cover the 7P's of marketing. And why it is important in order to achieve business
objectives. .
LO 1
P1. Roles and responsibilities of marketing function
Marketing : Marketing can be defined as a method or a way to manage profitable customer
relationships. Marketing function is the most important business function. The main purpose of
marketing is to attract customers toward the product and services.
According to UK based charted institute of marketing
Marketing is a management process which is responsible for identifying, satisfying and
anticipating the requirement of the customer.
Importance of marketing in an organization :
Marketing department in an organization is responsible for defining and managing brand
as well as conducting campaign for marketing their product and services. The marketing
department ensure to create marketing product and material for promoting the product of the
company. They also conducts the market research in order to introduce the product and services
in the market according to market demand(Malhotra, 2015).
Marketing functions include :
Market segmentation : Marketing segmentation can be defined as the process of dividing the
market of the potential customers into various group. The customer is divided on the basis of
age, income, preference, location etc. Marketing segmentation by the companies help them to
mitigate the risk and loss of marketing expenses. As the product and services is promoted only to
the potential customers by doing market segmentation(Picciotto, 2017).
The marketing department of Ben Sherman mainly targets the youth. The company
introduce the product in the market by analysing the current trend and demand of the market in

order to attract youth towards it product. The market segmentation by the Ben Sherman allow
them to target right customers for their product.
Distribution : Distribution is another important function of marketing. Distribution means to
decide which channel will be adopted by the company in order to provide its goods and services
to its target customers. There are different type of distribution channels by which the company
can provide its products to its customer.
The marketing department of Ben Sherman has used three types of distribution channel in
order to provide its products to the large amount of customers to widen the customer base. First
the company has its own stores through which they provide their products to the customers. The
brand has a strong holding on its stores. The large amount of revenue is generated from the stores
of Ben Sherman. Secondly the company has its independent fashion stores which offer unique
products to its customers. These stores have a limited amount of stock. Also, the company
charges high cost for the delivery and administration of its product and services. The company
also has its online website which was relaunched in February 2007, it provides allows the
customer to shop the products of Ben Sherman. The site provides an interactive experience to the
customer such that which help in encouraging the people to spend more.
Pricing : The companies has to set the correct prices for its product and services such that which
can attract the customer towards it product. It is the responsibility of the marketing department to
set correct price for the product and services based on their target market. The marketing
department of the company sometimes adapts the trial and error method in order to find the
correct product for the target market(Feng, Morgan, and Rego, 2015).
The marketing department of Ben Sherman use the number of pricing strategies such as
cost based pricing where the company set the price of the product such that which covers the cost
of manufacturing. The second strategies which the company adapts is market oriented pricing
strategies in which the company use the several approaches such as market skimming, premium
pricing, market penetration etc. For example by using market penetration approach the company
launch new product in the market with low price in order to attract large amount of customers
and increase the company sales.
Promotional : In order to promote the product and services of company. The marketing
department of the company generate various promotional ideas in order to attract customers
toward it. The marketing department conducts various promotional activities such as promoting