Marketing Essentials on The Ben Sherman

Marketing essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P 1 Key roles and responsibilities of marketing functions .........................................................1
P 2 roles and responsibilities of marketing relate to wider organisation....................................3
TASK 2............................................................................................................................................4
P 3 Applying marketing mix to marketing planning procedure to accomplish business
objectives ....................................................................................................................................4
TASK 3............................................................................................................................................7
P 4 Marketing plan for Tesco......................................................................................................7
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing can define as all the process and activities which are performed by any
organisation top promote and increase it selling and buying of the different products and
services. This consist the different activities like selling, buying, advertising, and delivering of
the products in the market to use of end consumer. This study of marketing essentials is based on
the Ben Sherman, which is the global lifestyle brand. It sells its life styles products around 35
countries around the world. Its target market is the youth of the country. And the founder of the
company Ben Sherman.
This report will include the roles and responsibility of the marketing in Ben Sherman
company. This will also describe the roles and responsibilities of marketing related to the
organisational context. Further more. Implementation of marketing mix in the Ben Sherman
company to obtain its objective will also be explained. Lastly marketing plan will be created in
order to launch its new product in the marketplace and to increase it sales.
TASK 1
P 1 Key roles and responsibilities of marketing functions
Marketing can also be refer as the study of management that helps the company to create
relation with customers in order to satisfy their needs. Customers are the man key element of the
marketing. It is the process delivering the products, communicate with the customers, clients and
investors promote the products in market (Blythe and Martin, 2019).
Importance of marketing
Marketing play vital role in the Ben Sherman company and have great importance in the
company as well. Importance of marketing are:
Source of new ideas – Marketing of the Ben Sherman is the source of new ideas. As this
brings the new, innovative and creative ideas in the Ben Sherman company. This not only give
the ideas to promote and advertise the products of the Ben Sherman but also give ideas to the
other department as well to make decision. His help the Ben Sherman company to make
improvement in their strategies according to market.
Employment opportunities – As this marketing depart of the Ben Sherman itself have
different position and roles to play. If marketing department of the company appoint number of
employees to their department to play different roles and responsibilities, it will create the
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number of employment in the country for people. This employment help the economy of the
country (Bhatt and Gupta, 2018).
Basis for making decision – Marketing of Ben Sherman is the base for decision making
of any other department of the company. As the marketing conduct research top identify the
market need, customers demand and products, all these information give help to other
department like production of the clothing accordion g to the choice of customers and market
trend.
Satisfaction of human wants - as the marketing of Ben Sherman conduct research to
identify the customers need, want and choice. On the basis of this Ben Sherman's production
work and satisfy the customer's need. This satisfaction help to increase the profit share in the
market.
Marketing function:
Marketing function is the method that help the Ben Sherman company to identify the
potential products that help to increase the profit share of company in the market. They play
different function in the Ben Sherman, which are:
Market analysis - This is one of the function of marketing, in which the analysis of the market
in term of market need, demand, products and customers and competitions available in the
market (Hunt, 2018)t.
Market segmentation – this is another function in which they decide in which market and
customer group will be targeted. An on the basis of those production strategies will be made.
Pricing – Marketing play another role to set the price of their products, which are being sell in
the market. They set the price after having comparison with competitors.
Distribution – Another function is to distribute their products in different market with the help
of the suppliers.
After sales service – Providing help to their customers even after sale their their products is
another function played by marketing. As the customers are key element of any company, it is
important to solve their problem any time.
Product development – Development of the products according to the research data, that which
and in what quantity, quality of products, its packaging, designs of the products. All are decided
by the marketing.
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Standardization and grading – To decide the standard and and on the basis of the quality of the
products, marketing department grading the products. And only good quality products are
distributed in the market (Sheth and Sisodia, 2019).
Roles and responsibilities
In the Ben Sherman Marketing manger play different roles and responsibilities in the
different function of marketing to increase its sales in the market.
Marketing manager of Ben Sherman play role as market analyst, they have the
responsibilities to identify the market trend and customer's choice to plan strategies for
marketing.
Marketing department of Ben Sherman have the customer support service, which solve
any problems and query of the customers related to their products like return and exchange
policy etc.
To set the standardization and grading, marketing manager play a role to quality check. In
this they have responsibility to critically check products and pass their in different criteria of
standard and set price. Then distribute them in market (Sombultawee and Boon-itt, 2018).
P 2 roles and responsibilities of marketing relate to wider organisation
The marketing is very important for the business and its growth. With the help of
marketing activities Ben Sherman is able to promote their product and service at marketplace
with the help of effectiveness (Blythe and Martin, 2019). The marketing activity is important
because this increase awareness through the marketing and build potential customers. With the
help of this marketing, sales of product is highly increased at marketplace. There are various
operation functions of organisation which are finance, HR, marketing and customers services are
as follows:
Finance department
finance department is very important and effective department of the company. This
department take all records of accounts at workplace. Finance department of Ben Sherman keep
all records of sales and purchase of company.
Marketing department
The marketing department of Ben Sherman is take their all responsibilities in t5he
effective manner (.Hair Jr and et.al., 2015). They are use best marketing activities for promoting
their product and service at marketplace.
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Human resource department
Human resource department is very important and essential department of the company.
This plays an effective role at company for hire and select employees and candidates for team
and their vacant post.
Customer service team
This team is plays an effective and valuable role at Ben Sherman. Customers services are
every important and effective organisational department of company. Customers are highly
attracted towards the business (Hugos, 2018).
Those are the organisational functional department which are interrelated to each other at
company. That are as follows:
Finance and marketing
Finance department and marketing department are interrelated to each other within the
Ben Sherman. Marketing department has role to promote products and service at marketplace.
Other hand, finance department allocate the funds to marketing team for their marketing
expenses. By this marketing department generate funds form market and finance team have
proper funds to allocate other department.
Human resource and customers services team
both are interrelated to each other at Ben Sherman (Larson and Draper, 2015). Human
resource department hire candidates for customers service team, other hand customers services
sets skills for hiring candidates. By this both are interrelated to each other at company.
TASK 2
P 3 Applying marketing mix to marketing planning procedure to accomplish business objectives
Business objectives and its importance for Ben Sherman:
The business objective of Ben Sherman is to raise the productiveness and increase
sustainability within the business. It is the essential to business growth and development within
the industry. Ben Sherman is the British clothing brand selling shirts, sweaters, suits, shoes and
accessories distinct for men (Malhotra, 2015). Company designs feature the Royal Air Force
roundel that is frequently known mod target. Therefore, organization needs to make efforts to
accomplish objectives and goals of the business.
Business objectives and its importance for Tesco:
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The objective of Tesco is to become or stay there main retail supermarket and give good
quality services and goods at low cost, so that they are cheaper as compared to their challengers.
The Tesco is the British multinational groceries and general retail sector company. Tesco is sales
the highly sales the food, pet care products, home electronic, bakery products, technology and
gaming, toys and party products.
Marketing mix for both are as follows:
Basis Ben Sherman Tesco
Product The Ben Sherman is decide to
create product then target to
customers as per requirement.
The company is serves the
highly range of products like
casual and formal cloths,
denim, footwear, lifestyle
products such as the watches,
bags, belts etc.
Tesco is sales the highly
quality of product and services
to their customers. Products of
company such as home
electronics appliances, car care
products, pet care products,
cloths and jewellery, healthy
and beauty products.
Price The price of product perceive
values. The company is use the
market penetration pricing
strategy, in this price of
product is low and attract high
volume of sales (Muller,
2019).
The price of product is sets by
the manager of company. The
company is follow the cost
leadership pricing strategy.
That is provide good product
by maintaining quality of
goods and services.
Place This refer the both place such
as product and channels of
distribution used for deliver
the product places. Place is not
the meaning of building but
which place is made available
to the customers. The
Tesco is use mainly two type
of distribution channels like
online and offline. The
company has the offline stores
at around the world. Other
hand have online stores like
express, extra, metro, compact
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distribution channels of
company is own stores, shop
to shop.
and super stores.
Promotion The purpose of promotion is
promote their product and
services at marketplace and
also in customers. The
company is use for their
promotional activities direct
and indirect promotion of
product. Direct promotion is
includes E-mails, newsletter.
The company has the strong
brand image at marketplace.
But company use TV,
newspaper and advertising for
promote their product and
service at marketplace (Pike,
2015).
People Peoples are concern with the
getting the thinks with the
peoples and employees of
company, manager of Ben
Sherman is completely invest
on the training and
development of employees.
The company has 460000
number of employees at work
as well as have great numbers
of customers. They are play an
important role in the company
growth. Manager is invest high
amount on the training and
development program for the
employees.
Process The process is refers set of
activities which are performed
in marketplace for achieve
goals and objectives of
company (Rowley, 2016).
Process refers the set of
activities which are performed
in order to achieve gaols and
objective of company. The
company is use self service
machines for make payments
by the customers and also pay
to them.
Physical evidence For the physical evidence of This include the tangible
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company is use the card, bags
and reports.
presentation of the company
such as business cards, reports
an other equipment.
The marketing mix of Ben Sherman is effective and valuable which is help to achieve
business objectives of the Ben Sherman. Company is sales products on low price with best
quality of products and services. With the low prices of customers are highly attracted towards
the business. This create then high level of volume of product sales. With the help of promotion
activities help to promote business and products and services at marketplace with the help of
promotion like public relations, TV and so on (Marketing mix, 2017). Physical evidence is give
best impact on the customers mind by they are always attracted towards the business. The
similarities of both company is their most of the products are same which is use by customers.
Both aim is same which is attract customers. Both are invest on the training and development of
employees. The difference between both is process and distribution channels of company.
TASK 3
P 4 Marketing plan for Tesco.
Marketing plan is report which is outline the marketing strategy. It is the business
document outlining market strategy and various tactics. This covers various elements of
marketing like cost, goal, action steps etc. it is not a static document and it has need to change for
business growth as per new and changing marketing development trends. With the help of
marketing plan company Tesco is able to focus on each and every element those are required for
plan. The marketing plan is important for company to develop their new product and services at
marketplace. This give the clarity of new market and also provide focus or direction for taking
action of business. Importance of marketing plan are as follows:
 It is the systematic and disciplined exercise which is formulate various marketing
strategy.
 It is important because it looking for the exercise that help to determine the future
strategies and growth of organisation with the help of product development, channels
design, sales promotion, profits and market development.
 This help to promote marketing operations successfully in marketplace.
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 This help to improve performance, capitalize strength, minimize weakness and threats by
using opportunities.
Executive summary
This marketing plan is include vision, mission, objectives. This also covered by
marketing audit by using SWOT analysis and PEST analysis. Marketing mix is help to analysis
the 7P's of marketing that is help to make effective strategy for growth of company. With the
help of STP, company has able to know about segment, target and position of company. Budget
is very important for the marketing plan by this manager has ready for the future expenses. The
most important aspect of marketing plan is monitoring and controlling. Company will introduce
the 3-D print T-shirt for further growth of Tesco in supermarket chain. It is the first time, one
supermarket is lunch 3D T-shirt this give uniqueness and make their different image at
marketplace.
Mission
 To be leading company by providing superior quality of product and services at
competitive prices.
Vision
 The vision of Tesco is to be a globally innovate and competitive business by providing
100% best services to our customers.
Objective
 To increase the sales of product 10% till the end of 2019.
 To increase 20% investment on research and development process.
Marketing audit
SWOT analysis
Strength Weakness
 Tesco is best brand equality in its name
with the global recognition.
 This provide best quality of services
and offers to customers for achieving
gaols.
 The strength is not have many 3-D
printing services in operations at the
 Competitive pressures have led to the
price wars.
 It is expected more companies are enter
in the market with 3D print.
 High equipments could uses, need to
replace technology as per requirement
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time.
 3D printing have advantage such as low
cost and time efficiency and various
environmental benefits.
of 3D printing.
Opportunity Threat
 There has opportunity for strategic
alliance with other brand.
 3D technology is new trend and help to
earn high revenue.
 Another opportunity for the 3D printing
business is easily acquire those services
in operations.
 Clothes prices are rises in around the
world and this impact to the Tesco.
 Rising raw material cost is also threat
for the company.
 Government regulation and political
landscape is put pressure on Tesco.
 The main threat is 3D printing
equipments are continuously change.
PEST analysis
Political The political factor is impact to the overall sales and it growth. The
government ability to encourage buy fabrics locally, if the tax on
import other country increase. Other, government introduce new
legislation to meet environment standard, in that demand will rise.
Economical The economy factor is includes the inflation rate and so on. Inflation
rate is high then it increase equipment cost of the business. This
impact to the business. Every company want the economy condition
is good because this is the main reason of growth and profit of
company.
Social The social factors is also impact to the Tesco's new product. This
includes culture, lifestyle and so on. Lifestyle is change every days
and customers are move towards new trend. In that, 3D printing
cloths is the best idea to compete socially and attract more customers
towards it.
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Technological Now days technology is highly advanced, for introduce new product
company is need to use technology and equipments as per 3D
printing. Because uses of old technology is not give proper and
perfect result of work. By this company is get the best and effective
result of product and services.
Marketing mix
Marketing mix is the group of marketing activities by this Tesco is combine and control
the various activities to produce desired response by targeting market. It is very important tool
which are compare all the elements. That are influencer demand of product which is offered by
firm. This includes 7P's of marketing like product, place, price, promotion, process, physical
evidences and peoples. Its description are as follows:
Product
The Tesco is decide to create and lunch new product or its services to target customers.
This help to identify the needs and wants of market in order to achieve goals and objectives of
company. The company is produce the high level of products with best quality services in the
supermarket chain. The products are food, home electrical products, clothes, bakery products.
The new product is produce by company which is 3D T-shirt which is best and attractive.
Price
The Tesco aim at implementing economic pricing strategy for their new 3D T-shirt
product. In this pricing strategy have aim to attract more price conscious of customers. As per
this technique, manager are minimize the cost with marketing and production to keep down
product price because lower price will expect higher volume of sales.
Place
The Tesco company is operates in online and also offline channels. The company has
used to delivery the product to any place. For introducing new product and service company is
use online distribution channels. By this customers are book their product online and also
purchase by this.
promotion
The Tesco company is promote their product and services through advertising and
various promotional techniques. For promoting new product at market place, here is build best
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and strong public relations by organising conference or event. Public relation is also help to
company for promoting its new product and services.
Process
Process is the complete procedure by following all those activities by which product
reach to the customers. The process of introducing new product such as sales funnels, payment
system and distribution system.
People
Employees are the most important part of the marketing and company. In order to
achieve goals and objective of new product company is give training to their employees for using
new equipments and technology of 3D printing. It is very difficult to use in their process.
Physical evidence
The physical evidence of company is provide bag to customers at the time of purchase.
Also, 3D print is physical evidence of company which is give best impact on customers mind. By
this customers are highly attracted towards the business.
STP
Segmenting
The Tesco is lunching its new product at marketplace which is 3D print T-shirt. In this
company will set the segment market for the product where other brand products. This will help
to increase sales of Tesco. The Tesco is sets segment geographically is Density and demographic
area.
Targetting
The Tesco is target to youngsters and also middle age group peoples. Because they are
the peoples who are highly like to wear T-shirts in outing. Target to rural and urban or all age
group.
Positioning
The company have the good position at marketplace in the supermarket and retail sector
but after lunching this new product for the customers. This will help to company to build new
position in the retails and supermarket chain.
Marketing program
Channels Activity Time
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Direct marketing E-mails and messages 3 months
Digital marketing Social media 4 months
Commercial marketing TV and radio 5 months
Budget
Marketing expenses
E-mails and messages £50
Social media £100
TV and radio £150
Total expenses £300
Monitoring and controlling
The monitoring and controlling is the best and important process of marketing plan. It is
the effective for using best product and implementing new services at marketplace. This process
is oversees the all tasks and metrics which are necessary to ensure that the approved project at
marketplace. For monitor the project and its growth market place here is important to analysis
actual performance the planned performance. With the help of performance analysis Tesco is
able to make the effective changes in their product and services as per requirement. Performance
measurement is very important and effective by this Tesco is bale to analysis the market and
product requirement. Feedback is also help to monitoring and controlling of new product
development. With the help of feedback, manager is take feedback from customers and make
changes as per customers requirement. By this company is customer is attract towards the growth
of company. This help to make effective and valuable strategy of supermarket.
CONCLUSION
From the above study it has been concluded that Ben Sherman company' marketing
department have different function like pricing, distribution and many more. In this marketing
manager of the company play different roles and responsibilities in order to perform all the
functions effectively to gain more profit. This also been analysed the marketing manger
effectively handle key roles and responsibilities of the marketing related to the Ben Sherman
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company in its different situation and function. From the marketing mix on the Ben Sherman and
Tesco, it has been compared that how both of these organisation apply this marketing process to
achieve its overall business objective and to gain more profit that help the company top expand
its business in new countries.
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