Marketing Essentials: Roles and Responsibilities of Marketing Function

This report discusses the roles and responsibilities of the marketing function in an organization and how it interrelates with other departments. It explores the elements of the marketing mix and compares different organizations' application of the marketing mix. It also includes the production and evaluation of a basic marketing plan for an organization.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Covered in PPT.......................................................................................................................1
TASK 2............................................................................................................................................1
P3: Compare the ways in which different organisations apply the marketing mix to the
marketing planning process to achieve business objectives...................................................1
TASK 3............................................................................................................................................3
P4 Produce and evaluate a basic marketing plan for an organisation....................................3
CONCLUSION................................................................................................................................5
References .......................................................................................................................................1

INTRODUCTION
Marketing is a process of developing relationship with potential customers. It includes
promotion, advertising, selling and delivering the products to its customers or other organisation.
It is an ongoing process of communication with their customers in a manner that convince them
to buy that product or services. ASOS is one of the British online cosmetic and fashion industry
situated in London, England, United Kingdom since 2000. Firms deals in various products like
footwear, accessories, cosmetics and clothing stuff(Jenyo Gabriel and Soyoye Kolapo, 2015).
Although this project report will explain the roles and responsibility of marketing function and
interrelate this with other functional department for smooth running of an organisation. Further
this report discuss about the elements of marketing mix and compare with other company after
that make a marketing plan to innovate new product.
TASK 1
Covered in PPT
TASK 2
P3: Compare the ways in which different organisations apply the marketing mix to the marketing
planning process to achieve business objectives.
Marketing Mix: Marketing mix is a structure that provide a framework of marketing variables
which are required to control the customers and attaining marketing objectives. This is
an essential tool which combines all the factors which affect demand and brand image
of products or services which are offered by company. It comprises of 7 p's which are
product, price, place, promotion, process, people, physical evidence. Marketing
manager of ASOS prepared chart of marketing mix between ASOS and Marks &
Spencer to demonstrate a comparative analysis.
Basis ASOS Marks & Spencer
Product They sell clothing and
footwear for men women and
children along with cosmetic
products.
M&S deals in clothing,
footwear of men women and
kids as well. They also deals in
beauty products, stylish home
ware, furniture and eatable
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items like verity of wine,
cakes, prawn sandwich etc.
Price ASOS have reasonable pricing
strategy to attract all segment
of customers.
M&S follow competitive
pricing strategy to remain in
competition with their rivals.
M&S also uses bundled
pricing method as they bundle
some products and sell them
on lower prices than total
individual prices.
Place ASOS provides goods only on
internet. They do not have any
offline stores. Although ASOS
have warehouse of 32,500
square meter in London.
M&S sells products through
offline stores and online
websites as well. M&S is
operating their business in 57
countries with 428 internation
and 1035 UK store.
Promotion ASOS promote their products
by giving huge discount and
celebrity endorsements. They
use digital marketing tools like
email and and social
marketing.
M&S promotes their products
through offline and online
networks. They take part in
various trade fare and use
personal selling for increase
sales of retail outlets.
Process ASOS as they are an online
retailer, so customers do not
get access on try and buy
opportunity. They are only
able to place an online order,
as soon as a customer place an
order the payment gets
completed with secured
M&S has a system of
generating notification when
inventory of retailer get
finished. They continuously
perform researches to identify
different needs of customers
through feedback.
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gateway to eliminate malware.
People ASOS provides training of
customer service to their
employees. They have 250
employees which possess
numerous capabilities to deal
with problems of customers
through a telephonic
conversation or by emails.
M&S is having more than
80000 employees. They
provide training to employees
to improve their products and
customer service.
Physical evidence Their physical evidence is
defined as website page of
ASOS as they continuous
update their websites by
displaying new products and
offers.
Products of M&S are packed
in a different packaging which
is distinguishable in retail
stores. And for online
customer they designed their
website in such a manner that
it remain user friendly.
TASK 3
P4 Produce and evaluate a basic marketing plan for an organisation.
Marketing plan is a structural report which posses overview of all the strategies of
marketing that a company is going to follow to make its new product or service succeed in the
market. A primary marketing plan gives an overview about marketing objectives, activities of
advertising and promotion in the business. Company is required to acknowledge key
performance indicator and set a target to achieve in a stipulated time.
Marketing plan of ASOS
Company Overview
ASOS is an online fashion and beauty store that provides customers to shop for clothing and
accessories in the United Kingdom. Company is a aggregator seller for more than 850 brands and
deliver product in more than 196 countries. Now ASOS is planning to acquire some beauty
products brands which are manufacture of vegan cosmetics so that they can capture more market
share in online business industry.
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Mission
Mission of the ASOS is to acquire vegan cosmetic manufacture and sell their products.
Vision
Vision of ASOS is to gain more market share and earn profit though out.
Marketing mix of ASOS for new brand endorsement
Product: ASOS will get some new brand endorsements in which they will reach to the
brands which are manufacturer of natural beauty products. They will reach to those brands which
are not available online for customers.
Price: For capturing more market size ASOS will keep less margin in initial stage and
will follow economic pricing strategy.
Place: They will sell their goods on online platform with expansion of business in some
more countries.
Promotion: ASOS will promote its new joint venture through search engine optimisation
and websites. They will also use traditional approaches of marketing like advertisement on TV or
newspaper. The company will create awareness that now they are also retailer of vegan products.
Process: The company will enhance its operational process and will try to shorten the
delivery period.
People: ASOS may hire some new employees for the new joint venture. They are
required to conduct some training program to enhance skills of employees.
Physical evidence: The frontier of company's website will show the new brands it will
contain name of brands with their products and discounts.
STP framework:
 Segmentation: It is bifurcation of customers into small segments. In ASOS segmentation
will be based on customer preference.
 Targeting: In this selection of customers is done from the segment. In the case of ASOS
company will target rich people and customers are willing to pay higher prices for natural
products as they are concerned about their skin.
 Positioning: This is defined as the portion acquired by company in minds of customer.
ASOS will position itself as a retailer where all the needs of a customer can be achieved.
Marketing Budget:
MARKETING BUDGET (£)
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PARTICULARS 1st Year 2nd Year 3rd Year 4th Year 5th Year
Initial money 7000 12300 16800 17380 20670
Investment 12000 13500 14000 16700 17480
TOTAL 19000 25800 30800 34080 38150
MARKETING OUTLAY
Promotion 6056 4649 2799 2765 2521
Sales publicity 2495 1000 4656 2696 3180
Direct selling 3489 3000 4752 1000 6775
TOTAL 12040 8649 12207 6461 12476
Monitoring and controlling:
Monitoring and controlling is defined as checking that all the applied marketing strategies
are favourable for the company or not(Baker and Magnini, 2016). In the case of ASOS company
is required to oversee that from the advertisement the customers are having awareness about new
venture or not. They are required to manage and work for betterment of supply chain
management systems. ASOS have to ensure that all the marketing activities are performed within
the budget only.
CONCLUSION
From the above report it is to be concluded that it is important to make efficient business
activities to make a business successful. Department of marketing correlates with other
departments in different manner like setting budget for marketing activities is the role of finance
department, introduction of innovation and recognition of target market is the function of
research and development department and employing suitable workforce is the role of human
resource department. Further a company decide pricing strategy, promotional strategy and place
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as per their strategic objectives. Further the report specify that ASOS should target a class of
people for their new joint venture.
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