Marketing Essentials

This document discusses the key elements of the marketing function and their interrelation with other functional units. It also explores the roles and responsibilities of the marketing function for ASOS Plc and the marketing mix strategies used by the company to achieve business objectives. Additionally, it provides insights into developing a basic marketing plan for an organization.

Marketing Essentials

Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Critically analyse and evaluate the key elements of the marketing function and how they
interrelate with other functional units.....................................................................................3
Explain the key roles and responsibilities of the marketing function for the chosen
organization............................................................................................................................5
Explain how roles and responsibilities of marketing relate to the wider organizational context
................................................................................................................................................6
TASK 2............................................................................................................................................7
Marketing mix to the marketing planning process to achieve business objectives................7
Tactics used by ASOS plc to achieve business objectives.....................................................9
TASK 3..........................................................................................................................................10
Basic marketing plan for an organisation.............................................................................10
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing is defined as a process help of which the needs of the the customers can be
identified and accordingly various offerings are provided to them. This facilitates to achieve the
objective of growth and increase profitability as with this the customers are made aware of the
products and services that they offer. It is done by the organisation with the help of significant
market research on the basis of which various innovative ideas are identified to meet the demand
of the customers. To support this various marketing techniques are used by the organisation such
as marketing mix strategies to effectively manage the products and services. In this report
organisation that is taken into consideration is ASOS Plc which is a British online fashion
retailer as well as cosmetic retailer. It was founded in the year 2000 with the primary target
market of young adults. They have been offering a wide variety of clothing and accessories to
the customers in different countries. In this report overview of various marketing concept, along
with the role and responsibility of marketing functions are discussed. Also the interrelation
between marketing function and different function of the organisation is considered. Later in the
report the current performance of the company is analysed with the help of marketing mix
strategy and for achieving the marketing objective a marketing plan is formulated.
TASK 1
Critically analyse and evaluate the key elements of the marketing function and how they
interrelate with other functional units
Marketing is defined as an activity that facilitates the companies to promote their business by
encouraging buying and selling of the products and services offered by them. It enables an
organisation to achieve higher revenue by increasing their sales as they promote their goods
which create awareness among the customers so that they can make purchase. There are various
concepts related to the marketing which includes:
 Production concept: This is the concept in which the focus of the organisation is on
mass production so that they can reduce their overall cost of products. In this concept the
availability of the goods along with affordability can be ensured.
 Product concept: As per this concept the focus of the organisation is on the features of
the product that they are offering in the market with the belief that customer prefer those
products that can offer them higher value.

 Marketing concept: This is the concept in which the marketer identifies the taste and
preference of the customer and accordingly provides them the good and services which
are of better quality and as per customer preference.
 Selling concept: This is the concept in which the focus of the companies is on promoting
their goods and services aggressively so that they can increase their sales by creating
awareness among the customers.
 Societal concept: This is the concept in which the focus is on providing high value goods
to the customer show that their expectations can be met by the organisation.
To accomplish the goals and objective of the organisation it is important for the organisation
such as ASOS to understand the interrelation between marketing function and other functions of
the organisations so that they can efficiently utilise the resources and facilitate each other in
effective decision making. The interrelation of various functions is given below:
Marketing and Finance department: The marketing department of ASOS Facilitates the
finance department identifying potential investors that can provide them required funds for
undertaking their activities and on the basis of market information so gathered by them facilitates
them in formulating budgets and determining the requirements of the funds whereas the finance
department of ASOS manages all the expenses of marketing department and provide them funds
as per their requirement for undertaking various marketing activities. Also they facilitate the
marketing department in allocating funds to different activities so that they can utilise it
efficiently (Jolliffe, 2016).
Marketing and Human Resource Department: The marketing department of ASOS
determine the requirement of number of sales personnel and accordingly Human Resource
Department recruit people as per the specification that facilitates the marketing department in
accomplishing their goals. While the marketing department advertises for the vacancies within
the companies as per the guidance of Human Resource Department so that a large pool of talent
can be created for them.
Marketing and sales department: The interrelation of these two departments are crucial
as the marketing department of ASOS undertake various promotional activities for creating
awareness among the customer with the help of which the sales force can convince the customers
to make purchases as they have awareness of the products and services. While the sales
department of ASOS facilitates the marketing department with the taste and preference of the

customers so that marketing department can accordingly guide the production department for the
features required as per need and wants of the customers.
Marketing and production department: The marketing department of ASOS on the
basis of their market research provide specification to the production department for
manufacturing various products as well as provide them instruction for the quantity to be
produced as per the demand forecasted by them while the production department of ASOS
enabled them to meet up with the requirement of the customers by providing them an adequate
number of goods on the right time.
Trends in marketing
With the increasing competition and frequently changing customer demands, various
changes are taking place the ways of doing business as they have to comply with the trends so
that they can accomplish their objective and can ensure growth and survival of the business.
Current trends in marketing include the use of social media platform for promoting the goods
and services offered by the company as well as for taking feedback from the customers. It also
facilitates the customer engagement because they provide their opinions and suggestions
regarding the changes to be made in the product and services or even their positive feedbacks.
With the changing technology more ways of doing business will emerge such as the use of
chatbots, live chat technology etc. so that the experience of the customers can be improved
significantly as their feedback can be taken easily and improvement can be made as per their
needs and wants.
Explain the key roles and responsibilities of the marketing function for the chosen organization
In these types of organizations marketing department plays and very important role as they
are connected with various departments of an organization that is going to help in achieving of
organizational goals. Integration is going to help ASOS plc in reducing of wastage in resources
like money and time (Hisrich and Ramadani, 2017). All departments has been working within
each other that has become easier in decision making and with further help them in achieving of
targets. Roles and responsibility of marketing in relation to organization. Both roles and
responsibility has to be marketing of organizational from interrogation has been explained
below:
Marketing and production department: Both the department has to be directly linked
with each other. Marketing department of ASOS plc upon the basis of information gathered

assist the production department with a specific quantity of goods and various features and
designs that can be added to its product whereas production department make goods available on
time.
Marketing and human resource: Both of this department plays crucial role in achieving
the organisational objectives. Human Resource Department has an role to play in which
recruiting and selecting of the best candidate out of pool created by them. This is going to be
helpful in marketing department that has to build an effective team that is going to help in
creating satisfaction among customers. As marketing department of ASOS plc is going to be
provided various specification which is required within the team. This helps in getting an
effective and efficient staff.
Marketing and Finance Department: Such department are highly dependent up[on each
other upon the basis of information that is going to be gathered by making an department of
finance in ASOS plc has been identified by the amount which has been procure whereas the
finance department provide sufficient funds in the marketing department so that they can
efficiently carry out their activity. Also this department is going to be helpful to each other in
formulating of budget upon basis of information collected.
Marketing and Research Department: For the company like ASOS plc it is necessary
for conducting research over existing products that is willing to help in identification of changes
that can be made so as to increase satisfaction level of the customer of this facilities marketing
department attract the customer. Marketing department of the ASOS plc provide assistance to
them within understanding. Changes in the products and the development that has been made on
the basis of behaviour of the customers (Folinas and Fotiadis, 2017).
Explain how roles and responsibilities of marketing relate to the wider organizational context
In organizations like ASOS plc, it becomes very important for all department to work
together. This should be achieved by integrating of all departments is helping each other for
achieving of overall objective. Integration of all departments has helped in utilization of
resources of an organization that is efficiently as it has reduced the cost of doing the similar thing
again and again. The finance department procured the funds of an entire organization that has
been facilitating marketing department this has to undertake the activities without letting facing
of shortage of finances under which production department has to ensure that all kinds of goods

are easily available within specified time period. This is going to help marketing department to
make products available to the customers. Marketing department is also responsible for
transferring of data which helps in taking decision.
TASK 2
Marketing mix to the marketing planning process to achieve business objectives
Marketing mix is that kind of strategy that is going to help the organization in
identification of various types of techniques that have been followed in order to survive in
competitive world. This is going to help out through analysis of pricing strategy, promotional
satrtegy, various products that are being offered by the organization and many others. ASOS plc
works with an objective of making profit, growth and long-term sustainability due to which
management can make continuous effort towards representing of brand value. This done to
achieve targeted audiences by showing creativity magazines etc. For ASOS plc different
marketing mix strategies has to be identified as per the strategy of their competitors Gucci is
also being identified.
Basis Definition ASOS plc Gucci
Product The product is the item
which is being offered by
the company to the
customers to satisfy their
needs and wants.
The ASOS plc is famous
for their fashion clothes
which are distinctive then
their competitors. Also they
provides various cosmetic,
shoes, fragrance etc
(Faßmann and Moss, 2016).
Gucci sells their products
under five broad categories
and each of such categories
a separate product line.
Their products are
considered to be off better
quality and differentiated
then that of their
competitors.
Place It is that location where the
products and services of the
company are made
available to their customers.
The place plays important
role in attracting the
The company has their own
stores from where they
make their goods available
to the customers. Also they
provide their goods from
The products of Gucci are
sold either through online
medium or their products
are sold through the retail
stores with which they have

customers. franchised stores making. entered into the agreements.
Price It is the amount which is
being paid by the customers
for the goods and services.
In this organisation decides
upon various pricing
strategies which depend
upon the demand.
The prices of the products
that are offered by the
ASOS plc are premium
prices as they have been
targeting a high class
people which are least
bothered for prices but for
quality.
The pricing strategy which
is being followed by the
company is competitive
pricing strategy as well as
product bundling prices.
Their prices are generally
more than their competitors.
Promotion It is the technique which
helps the organisation to
create awareness about their
products and services to the
customers. A combination
of promotional mix is
decided by the companies
which depend upon their
target market.
The promotional mix which
is being used by the
company is through high
class magazine. Along with
this they have launched
various promotional
campaigns (Dioko, 2016).
They use various media
channels to promote their
goods such as TV, radio
etc. But with the increasing
use of social media they
advertise their products on
various social media
platform as well.
People It is the employees who
works in the company that
helps in delivering the
product and services to the
customers and in building
relation with them.
The marketing team of the
ASOS plc put a lot of
efforts to bring efficiency in
the business. They also
have a separate customer
service department with the
help of which they easily
cater their customers.
The people of the sales
team gather the details of
the customers taste and
preference and accordingly
various decisions are taken
by the company. Also they
provides various training to
their people which helps
them to meet up with the
customers demand.
Process The process is nothing but
the steps which are used by
The company make sure
that their products are
They have their system
which helps them to

organisation to provide
their products and services
to their customers.
available at all of their retail
stores. Also they have
online delivery process
which helps them to
manage their operations
efficiently.
identify the inventory with
the retailers. This helps the
Gucci to ensure that their
goods are available at all
their stores (Sridhar, 2016).
Physical
Evidence
Physical evidence is the
evidence for the
transactions which is done
between the customers and
the organisation.
ASOS plc sells their
products in a distinct colour
and packaging which
becomes their evidence.
Also they have a user
friendly website where the
customers are allowed to
view their products.
The receipt and the carry
bag which is being provided
by the company is the
physical evidence. Apart
from this their website and
online presence are
evidences.
Tactics used by ASOS plc to achieve business objectives
Tactics are the shortest term strategy that has to be followed by the company towards
achieving of specific targets and objectives(Karnaukhova and Polyanskaya, 2016). ASOS plc is
going to be effectively used as marketing mix strategy for achieving of short term goals. This can
be understood through example that is by using of promotion mix as an way through
management ASOS plc can be able to attract large number of customers and influencing of
buying behaviour of the customers towards there brand. This is going to increase the possibility
for achieving of desired goals and objectives that is going to make growth in terms of profit and
long term sustainability. One more tactic is that it is going to be more profitable and has to be
taken into consideration that is price which is the main influencing factor over an customers that
is buying decision. Also apart from this, it can be used as that kind of tactic that has been
benchmarking in a way that it set standard and target upon the basis of a company that is going
to perform an industry. This is going to help in allegation of activities that is going to make them
increase level of performance over employees. This has been competitive and competent over
handling of situation that helps in achieving of target.

TASK 3
Basic marketing plan for an organisation
Marketing plan as per this various strategies are required that has to be followed by an
organization that is going to help in developing of its existing products, introduces new products
or expansion is required to be planned.
Company overview: ASOS plc is an luxury fashion house, that has its headquarters in
London. Thus main product of a company is its trench coats, ready to wear outfits, shoes,
fragrances etc. Thus the company has been serving as a worldwide either of the group through
franchised retailers. The organization is planning to launch of chemical free perfumes that
is ,made from natural ingredient.
Executive summary: ASOS plc is always planning for expansion of market share with
existing product or with new product. This is going to make the organization plan to launch
chemical free perfume that is going to be made up of natural ingredients. This is going to be
helpful in making of an existing of customer base more powerful and strong. Such that it is going
to make market share increase as people are becoming more health conscious (Brychkov and
Domegan, 2017).To make the launch successful this marketing plan is developed which facilitate
various activities such as marketing mix helps to decide upon pricing strategy etc.
Vision and Mission of the company: This vision and mission of an company has to be
achieved and growth of profit in long-term sustainability that has to be possible for maintaining
the brand that is going to help in making relevant progress.
Objectives: Thus objective of an company has to increase the shares of market by 10%
that is going to help in increasing of revenue.
Situational analysis: For this purpose only SWOT analysis has to be done fro alunching
of new product:
Strength Weaknesses
 The organization is having an strong
brand image that is going to help in
convincing of the customers for these
chemical free perfume.
 Also the organization is having an an
strong connection with the community
 The pricing of the products is so
offered by them has been priced
premium which is same inn case of
chemical free perfumes.
 Also frequent changes within taste and
preferences is going to effect

that helps in understanding of taste and
preferences of customers.
introduction of the product in market.
pportunities Threats
 The product that the company planning
to launch has a opportunity to tap the
market as the customers are becoming
more of health conscious.
 Along with this the demand for
premium products is increasing as the
people tries to maintain their standard
of living etc.
 The major threat that can affect the
introduction of their product is of the
level of the competition which is very
high segment business(Baker and
Magnini, 2016).
 The customers may not adopt such
products as people become addict to
some fragrance. Due to this they may
not accept the new product.
Strategy: For an successful implementation of the plan has to be necessary for ASOS plc
that has to be followed as per some strategy. Such strategy has to be followed by them in
segmenting, targeting and positioning. These are those strategies has been given below:
Segmentation In this approach it has been helping an organization for dividing of an entire
market into various small divisions upon the basis of an common
characteristics possessed under population. Classification has to be done basis
of geography, behaviour, demographics etc. The ASOS plc has to be divided
the segment of market upon the basis of an income group, taste and
preferences of life style.
Targeting This has to be focused upon offer that has been made over the products to the
segment customers. ASOS plc can use an selective marketing strategy that is
going to be helpful for attracting people from high income group for organic
perfume.
Positioning This is an strategy that is going to be related to the customer’s mind regarding
of product and services of an company. ASOS plc can adopt value based upon
strategy positioning of an organic perfumes that is as this is going to help in
making customer understand benefit of product.

Tactics: These are to be used by ASOS plc for its new product and have been given below:
Product Such product that has being offered through organization is organic perfumes the
is made up of natural ingredients.
Price Such kind of pricing strategy that has to be adopted is of premium pricing as they
are required to be followed for an existing products.
Place These new products has to be launched and has to be easily available to there
stores, websites and even at the stores has to be retailer that have been entered into
contract over an existing period.
Promotion They are able to promote this product is going to be helpful through magazine,
advertising on television. Also with this it is going to be effective that is going to
be used by an social media to promote product.
Action plan: This plan is able to identify the steps that have been required for reaching to
goals. It is included as per budget, estimation of resources is also required.
Budget estimation: Budget is helpful to the company in determining of an estimated
expenses and revenue within an organization. The budget for ASOS plc has been given below
that is going to be helpful in implementing of plan.
Specifics Amount (£)
Latest technologies 53000
Promotional strategies 41000
Product development resources 74000
Training and development 10000
On the basis of this budget that has been identified as moist of the expenses has been
done through the technology for making an effective of customers. Also it has to be focused
upon promotional activities that have made customers aware of its product and services.
Control: Controlling is an very important step that has to be taken as this is going to help an
company for identifying of strategies that is going to help in analysis of performances. In ASOS
plc this has been controlling and can be done by comparing of an actual performances that has

been identified by the team for achieving of goal and objective of an organization (Arunachalam
and Sharma, 2019).
CONCLUSION
From the above report it can be concluded that an essential for an activity to be
performed in an company that is going to be helpful in achieving of objectives through
integrating with the different department of organization. This is going to be helpful in its
functions at various strategies are being formulated by the company as this is going to done
through marketing mix which is going to help in deciding over targets and goals. In the end
marketing plan gives an idea about how they can be implemented plan effectively.

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