Marketing Essentials

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
TASK 1............................................................................................................................................1
P1) Explain the key roles and responsibilities of the marketing functions.................................1
P2) Explain how roles and responsibilities of marketing relate to wider organisational context
.....................................................................................................................................................3
TASK 2............................................................................................................................................6
P3) Compare the ways in which different organisation apply the marketing mix to the
marketing planning process to achieve business objectives.......................................................6
TASK 3..........................................................................................................................................10
P4) Produce and evaluate a basic marketing plan for organisation..........................................10
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing is a basic phenomenon that is used within the business as in order to enhance
its market presence and attractiveness so that both short and long term goals and objectives is
achieved with perfection. In mostly includes publicity, sales technique, advertising under which
balanced level of belief is generated as by development of suitable products and services. It is
induced as per suitability and requirement so that selling and promotion of business is increases
that produces higher advantages in terms of sales and profit increment (Al Badi, 2019). It consist
of various activities such as market research, customer segmentation, selection of suitable
products and services, building of customers experiences, effective distribution of various
channels and promotional activities. It is also being used to reduces the complexity that get
revolved around four basic that is product, place, price, promotion and tactics by which higher
growth is measured in timely manner. The report below is based on H&M as it is a multinational
retailing company of clothes and mainly known for its fast fashion clothes for men, teenagers,
children, women etc. The report below includes role of marketing and its interrelationship with
other functional units, comparison of marketing mix in between two business so as to achieve
business objectives along with marketing plan.
MAIN BODY
TASK 1
P1) Explain the key roles and responsibilities of the marketing functions
H&M is is a clothing retail company that has operate its business over 74 countries and
along with this having 5,000 number of stores with different brands. It is also be the second
largest clothing retailer and also make availability of its online shopping in 33 countries. A
marketing department performs various roles and functions through which they have contribute
towards
Marketing Functions -This plays a vital role in the organization which helps in selling
goods and services into market (Alford, 2018). Company determine and source potentially
successful commodity for marketplace and encourage them by differentiating products from
existing one. It is a specialised activity performed in marketing to take goods from place of
extraction to point of consumption. It includes various factors which helps in increasing brand
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awareness into market. It comprises of promotion, selling, product management, marketing
information management, pricing, financing and distribution of the goods.
H&M is the largest fashion retailer in Europe it provides high quality products at a
affordable prices across worldwide. It supply wide range of cloths and accessories with lower
prices which creates customer satisfaction.
 Defining and Managing the Brand – H & M provides good quality products at a
reasonable prices thus it is trusted by the customers in providing easy to find items in
current fashions. It's styles are keep on changing hence customers enjoys fast fashion
culture.
 Conducting campaign management for marketing initiatives – Company identifies
goods and services to focus on the sales cycle (Blythe and Martin, 2019). H& M is
running campaign to encourage its clothes recycling scheme to increase awareness of its
sustainability efforts.
 Producing marketing and promotional materials – It promotes its brand by doing
outdoor advertising, direct marketing and by H & M magazine. Company also invites
press to show their collection which will work as word of mouth to promote its brand.
 Creating content providing search engine optimization for company website –
Customers search its brand by “H&M” on google SERP it's website link will appear. It
also uses paid referrals such as Ads on YouTube videos before the actual video
consumer want to watch.
 Monitoring and managing social media – H&M also uses unpaid referrals by using
social media sites such as Facebook and Twitter. They have million of followers on their
social media pages whenever company post its latest collection it notifies their customers
about the new collection.
 Conducting customer and market research – The target market of H&M is younger
generation but it provides clothing and accessories for all the age groups hence the target
customer is women. Brand analysis of company offers customers inspiring buying
experiences (Chernev, 2018). Company captures data of every possible customer touch
points like consumer purchase, sales force, website, customer feedback and marketing
research to understand the customer needs and wants regarding the product.
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