Report on Marketing Essentials and Strategies of Beauty Giant

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Role and Responsibilities of Marketing in Modern Organisation ............................................1
Interrelationship of marketing with other departments ..............................................................2
TASK 2............................................................................................................................................4
Marketing Mix............................................................................................................................4
Market Plan ................................................................................................................................7
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing can be defined as a method of creation of relationship with customers in order
to satisfy them. It is one of the major components of business management as a success of
business lies in the hand of proper marketing. It helps the business in researching, promoting and
selling goods and services which aids in increasing overall growth of an enterprise. Beauty Giant
is a UK based retail enterprise that deals with cosmetics and has 50 branches all over United
Kingdom. This company sells men and women toiletries from different world famous brands.
Beauty Giant has decided to introduce its new product ''forever young'' and its basic feature is
anti ageing. For introducing a new product in market, it is essential for a company to do proper
marketing plan and to understand the marketing mix of product.
TASK 1
Role and Responsibilities of Marketing in Modern Organisation
Marketing plays an vital role in achieving overall objectives of an enterprise as it is the
key element upon which the growth of an organisation depends. Marketing function helps the
organisation to identify new potential product and promoting that product (Anche Hozouri and
Mehdizadeh, 2014). Whenever, a new product launches in market, company has to do marketing
of that product by promotional activities like advertising , print media and other modes of
promotion. Without marketing, customers will not get to know about existing of that product in
market. Beauty Giant is a well known brand , and the reason behind popularity of this brand is
that it conduct all marketing activities in a proper way. There are various roles and
responsibilities of marketing in modern organisation such as -
Marketing Strategies- It is a plan developed in order to reach people and convert them
into customer of product that company is providing. The vital role of marketing function is to
develop a strategy and a plan for an organisation. It helps in recognizing and understanding
needs and wants of customers of the target market and than provide them goods and services
accordingly. An accurate marketing strategy can develop a relationship between objectives of
company and opportunities existing in market ( Aswathappa, 2013). Beauty Giant before
providing products and services, works on developing a strategy keeping in mind need and
demands of customers.
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Marketing Information System- It provides information and data about different factors
like product, planning, implementing, and controlling strategies of marketing. This helps the
organisation in understanding the preferences of customers and execute its strategy according to
it. Beauty Giant with the help of this system identifies its potential customers.
Market Research- It is the key element of marketing function that includes specific
knowledge of product, price and customers (Chang, 2015). This research helps in identifying
opportunities prevailing in market and provides better understanding about needs of customers. It
also helps in making organisation aware about competition existing in market. Beauty Giant
invests in proper market research and find out its customers and competitors.
Product Development- Product development can be done in two ways either by
introducing a new product or by making changes in existing products. Marketers develop a
product according to tastes and preferences of customers or in accordance to existing
competition. Marketing function helps in generating effective plan for launching a new product
as per the requirements of target customers (Glanz Bader and Iyer, 2012). For the first time,
Beauty Giant provides product according to demands, needs, wants and preferences of
consumers.
Monitoring Marketing Environment- Marketing Function have a significant role to
identify latest development existing in marketing environment. Its aim is to keep tracking
changes existing in external forces that has an effect on markets and demands of a company's
product and services. It includes change in market traits, political and legal changes, developing
socio-economic environment and internal and external changes taking place in market. Beauty
Giant keeps track on changes in marketing environment and than provides product and services
in that accordance.
Interrelationship of marketing with other departments
A company without department which is in-charge for marketing activities is impossible. In
order to make customer aware about product or services, role of marketing department is
inevitable. It does not work in isolation, it gives support to other departments thus makes it
important to see how connection prevails in organisation. Interrelationship between marketing
and other departments of Beauty Giant can be understood through following points:
Marketing functions with HR department: It is sales force which meets targets, generate
revenue, personally connected to customer and work on ground level for organisation. Thus there
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is always need of skilled and highly capable work force who can work accordingly. HR
overlooks training and development, health and safety, performance management, other
employee related aspects that creates strategic role in marketing functions (Gummesson, Kuusela
and Närvänen, 2014). Beauty Giant marketing department will assist in HR activities by
providing job description, job profile,etc. to make it easier to perform recruitment process. In
return training sessions and induction programmes will be held by HR personnel to develop
skills in workforce for Beauty Giant.
Marketing and IT department : It shows how information can be treated with the help of
technology to assist in marketing functions. Using technology in production will provide cutting-
edge competitive advantage to company. The function of IT in Beauty Giant is to provide
technology and information that will help in manufacturing anti-ageing products along with
developing marketing mix to promote brand in UK market. Developing online Beauty Giant
websites where products will be easily available going to help company in building brand image
and communicate to consumers directly (Henriksen, 2012).
Marketing and R&D department: It is an engine which generates new ideas for creative
and innovative product or services on continues basis. Innovative products usually results from
purposeful research which are found within opportunities. In Beauty Giant central idea of
research is to deliver products that satisfy consumer needs and wants in cosmetics market.
Manufacturing processes will also be researched for anti-ageing products including marketing
mix (Jobber and Ellis-Chadwick, 2012). The main purpose of research and development
department of Beauty Giant is to maximise sales, capture market share and build customer
loyalty among potential buyers of cosmetic products.
Marketing and finance department: It ensures that business operates within financial
capabilities and work in reach of allocated budget. Marketing department of Beauty Giant will
work closely with finance branch to ensure adequate funds to meet research, promotional and
distribution related activities. If profitable opportunities emerge in market of cosmetics,
overspending may occur and for this support of finance department will be needed. In stage of
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introduction of Anti-ageing products in UK market, funds require for promotional activities will
be more as compare to later stages.
Marketing and production department: this includes production or manufacturing
related processes along with packaging and distribution activities, to make it accessible to
customer. Marketing department will make sure that end product of Anti-ageing cosmetics meets
consumer's requirements in terms of quality, design and value in UK market (Muller, 2017).
Beauty Giant will initiate to update production functions through providing present market trends
to acquire marketplace in sustainable competitive advantage.
TASK 2
Marketing Mix
It is a combination of factors which are under the control of an organisation to influence
consumers to invest in its product and services. Marketing Mix refers to putting right product at
right place and with right price. All these factors helps the marketers in determining the needs,
demand, wants and preferences of potential customers and they revolve around customer
satisfaction by providing them quality goods and services. It consists of 7P's of marketing which
are product, price, place, promotion, people, process and physical evidence(Möller and Tanner,
and Raymond, 2015). All these makes sure that all marketing activities are on track and
achieving maximum results in accordance to prevailing market conditions. Beauty Giant is a
cosmetic retailer company that offer products for both men and women. This organisation has 50
branches expanded in United Kingdom and it pays attention on marketing mix of its products.
Here, there is comparison of marketing mix of Beauty Giant is done with another cosmetic
company, look fantastic.
Marketing Mix Description Beauty Giant Look fantastic
Product Product refers to what
marketers are offering
to its potential
customers (Anche
Hozouri and
This brand operates in
cosmetic and provide
different range of
cosmetics such as
lipsticks, eyeliner,
Although look
fantastic is also a
known brand in United
Kingdom but it offers
low range of products
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Mehdizadeh, 2014). foundation,
eyeshadow, creams,
primer, concealer,
lotions, moisturisers
and so on. It provides
products for both male
and female.
as compared to Beauty
Giant. This brand
focuses on women and
provides products for
them only. It offers
lipsticks, foundation,
eyeliner and so on.
Price It refers to the mount
or cost that customers
pay in return of
product or service they
are getting.
This organisation
offers medium or
lower prices of
product as it targets
lower, middle and
upper middle class
people. In short, it
covers all economies
sections of society.
Due to its low price,
middle class people
can afford it and
because of its brand,
high society people
purchase it.
On the other hand, this
organisation set high
price for its products
because it believes in
high price high quality
strategy (Aswathappa,
2013)This strategy is
used by many
organisations because
these companies
studied consumer
behaviour in which it
is found that many
customers invest in
product because of its
brand, as they believe
high price products are
of high quality.
Place It is the process of
moving product from
producer to its
potential user.
Beauty Giant has
around 50 stores in
UK . Customers can
easily get these
products as they are
The products of this
organisation is
available at online
sites. Although, online
marketing is more
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easily available in
stores. This
organisation has
limited its expansion
in UK only. It can
expand its business
across borders or it can
simply make the
products available
online. This will help
customers in knowing
that this brand is
available in market
and aids the
organisation in
increasing its market
share.
convenient as it saves
time of both customers
and sellers but look
fantastic should open
its stores in United
Kingdom. This will
help those customers
who don't do or trust
online shopping.
Promotion It refers to
communication that is
used to inform target
audiences about the
product and its
features (Chang, Yu,
and Lu, 2015).
This company can
provide information
about its products
through different
modes of promotion
like advertising, social
media, print media and
so on. It used its logo
outside every store for
attracting customers.
This organisation use
digital marketing form
in order to promote its
products. It publish
discounts and offers in
its website when
available.
People It represents people
inside and outside of a
business that are
All people in this
organisation work hard
to achieve
In this organsiation, its
people palys na
important role in
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responsible for each
element of marketing
activities.
organisational
objectives by
satisfying customers.
The marketer, product
developer, researcher,
production staff and
employees, etc. work
together in increasing
market share of this
organisation.
successfully running
of its business. The
digital marketing
executive and its team,
market researcher,
product developer, etc.
are the reason behind
popularity of this
brand.(Gengler and
Mulvey, 2017).
Process These are the steps
that are required to
deliver goods and
services of company to
its potential
consumers.
The availability of this
brand in 50 stores
across UK makes its
process easy.
Customers just need to
go store and grab their
hands in its variety
range.
These products are
easily available online.
Customers just need to
sit at home and order
and product will be
deliver to their home.
Physical Evidence It consists of the
elements that are
incorporated into a
product or service for
making it tangible and
measurable (Glanz,
Bader and Iyer, 2012 ).
Beauty Giant stores
are attractive with a
wide range of
cosmetics. It has well
trained staff and good
ambience which attract
thousand of customers.
This organisation took
help of its digital
marketing team for
making its website
look attractive.
Market Plan
It is a kind of report that focuses on marketing strategy of a company for upcoming time
and on that basis further marketing activities will depend. It identifies target market and target
audience and offers product and services accordingly. It also highlights how a company can
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position its products and what promotional strategy it can use. Every organisation needs to
develop a proper market plan which includes segmentation, targeting, positing, SWOT,
budgetary, marketing mix and so on. For Beauty Giant, following marketing plan is prepared
which covers all aspects of this project.(Gummesson Kuusela and Närvänen, 2014).
Overview
Beauty Giant is an UK Based retail company which deals in cosmetics for both men and
women. It has 50 branches that are expanded all over United Kingdom. It sells products from
world famous brands and does not produce its own product It offers wide range of cosmetics
such as eyeliner, lipsticks, eyeshadow, foundation, concealer, body lotion, moisturiser and so on.
Beauty Giant has decided to launch a new anti ageing product named '' forever young'' and its
target is over 30's market (Gengler and Mulvey, 2017).
Mission
The mission of Beauty Giant is “ To develop and modify cosmetic products that meet
the highest quality standards.” It aims at developing such products that promise high quality
range of cosmetics in order to meet preferences of target audience.
Vision
The vision of Beauty Giant is, “ To become a company that will be recognized by
quality of its products and meet expectations of customers.” This organisation works on a
mission to deliver quality products and services to its target audience and meet the needs of
customer ta the same time.
Objectives
It refers to the set of activities , goals, aims towards which organisation works in order to
attain them in future. The objectives of Beauty Giant are as follows-
 To become one of the leading cosmetic brand in United Kingdom and be ahead of its
competitors in terms of quality and to enhance revenue up to 10% in upcoming year.
 To provide high quality products and increase market share up to 20% in upcoming one
year.
STP Model
This model is used by marketers to carry on marketing activities more efficiently and
effectively. STP model refers to segmentation, targeting and positioning a product in market
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(Henriksen, 2012). It means to segment market, target customers and market and to position
product in mind of customers. This model is used by Beauty Giant as follows-
Segmentation- This process includes splitting and dividing markets into different
categories and targeting products on that basis. It is done in two ways behavioural and
demographic segmentation. Beauty Giant uses both these forms in order to split market and than
target its customers on that basis (Ellis-Chadwick, 2012).
Targeting- It means who the company is targeting or who are its target customers.
Beauty Giant focuses on those men and women who are self conscious about how they look and
recently it is launching an anti ageing cream and for this it is targeting people who want to look
young. This product is targeted for both men and women.
Positioning- It is not what marketers to do to a product but what they do the minds of a
prospectus. It deals with forming an image of a particular brand or a product in customer's mind.
Beauty Giant has perfectly positioned its brand among its consumers. By this new product,
forever young, it is creating an image in the mind of people that by this product customers can
look young and beautiful.
SWOT Analysis
It refers to a framework that aids in evaluating competitive advantage of an organisation
by formulating various strategies in order to achieves goals of an enterprise (Glanz Bader,and
Iyer, 2012). It includes Strengths, Weaknesses, Opportunities and Threats which effect the
marketing activities of an organisation. SWOT analysis is done by Beauty Giant in order to
develop strategy by knowing external and internal factors.
Strengths Weaknesses
These are internal factors which a company
possess that effect an organisation in a positive
way. In Beauty Giant, strengths can be seen as
this product is popular among customers in
UK. This brand deals with unisex products
which distinguish it from its competitors
(Möller and Parvinen 2015).It also has large
market share and distribution channel which
helps in smooth functioning of marketing
The weakness of this brand can be seen as it
does not manufacture cosmetics on its own. It
sell products from world's famous brands.
Sometimes, customers prefer cosmetics of
those companies who produce its own product.
Now Beauty Giant is trying to overcome from
this by launching its own new product.
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activities.
Opportunities Threats
These are the chances that are available for a
company in order to increase its market share.
Beauty Giant can operate in other countries like
Russia, China or India . This will increase its
profitability and share in the market. It can also
make its products available online in different
online shopping sites like flip kart and
Amazon.
These refers to those factors that provide harm
to the growth and development of an
organisation (Nagle and Muller 2017). For
Beauty Giant, competition prevailing in market
can be considered as threat. Its competitors
like look fantastic keeps on introducing new
range of products which effect the organisation
in a negative way.
Budget
MARKETING BUDGET (£)
PARTICULARS Ist Year IInd Year IIIrd Year IVth Year Vth Year
Initial money 4000 7400 13100 15260 18870
Investment 9400 10600 23840 31640 13560
TOTAL 13400 18000 36940 46900 32430
MARKETING OUTLAY
Promotion 5646 2559 5693 2975 2111
Sales publicity 1365 800 2452 1492 1050
Direct selling 2145 1900 4761 1100 4444
TOTAL 9156 5259 12906 5567 7505
Controlling and Monitoring
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There can not be a market plan without proper controlling of marketing activities of an
enterprise. It means monitoring market plan and find out if marketers are on the right track or not
for achieving goals of an organisation. It informs the company whether the activities are on right
route or not and made changes wherever necessary. Beauty Giant continues monitor its
marketing activities to find out if goals are achieved or not ( Viswanathan and et. al., 2012).
CONCLUSION
From this project , it has been concluded that Marketing is very significant for achieving
overall objectives of an organisation. Marketing functions have different roles and
responsibilities for modern business like product development, developing strategies, monitoring
marketing environment and so on. This report also shows interrelationship of marketing with
different departments. It has also been concluded how market plan is beneficial for an
organisation which includes SWOT analysis, STP model, budgetary, monitoring and control,
mission, vision, aims and objectives of the given organization.
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REFERENCES
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Online
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<https://communications.tufts.edu/marketing-and-branding/social-media-overview/>.
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