The Concept and Role of Marketing in the 21st Century: A Case Study of Lush

This report evaluates the role of marketing in the 21st century, with a focus on Lush, a British multinational company. It discusses the competencies required to succeed in marketing and how marketing interacts with other departments. The report also explores the concept of marketing in the digital age, including personalized email marketing and content marketing strategies.

Marketing

Table of Contents
INTRODUCTION ..........................................................................................................................2
MAIN BODY...................................................................................................................................2
1. The concept and role of marketing in the 21st century .........................................................2
2. Roles and responsibilities in marketing, and the competencies required to succeed 150 .....3
3. The marketing function works and interacts with other departments ....................................3
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5
1

INTRODUCTION
Marketing is a way to create awareness for the product in the market which can help in
boosting the level of sales of the business. The report is going to evaluate the role of the
marketing in the 21st century as marketing plays an important role in the promotion process of
the company. The report further elaborates the roles and responsibilities of marketing in order to
to succeed in the market and it presents the face of the company with the help of coordinating all
the functions. It also explains the various functions which are linked with the marketing. The
company chosen for this project is Lush which was founded in 1995 and a British multinational
company using natural ingredients and has been very popular mainly with young women. It has
more than 900 stores in more than 40 countries. It has numerous products that comes in various
designs.
MAIN BODY
1. The concept and role of marketing in the 21st century
Marketing in the 21st century
In the 21st century, the companies are focusing on adding more value to the present customers
with the help of providing the information about the products and brand in order to engage the
audience and influence their choices ( Park, 2020).
Online presence
Online presence plays a major role in the concept of marketing such as Social media is a useful
tool to educate the customer by using innovative ways to entertain them and persuade them to
purchase. It has different ways to make online presence which are explained below-
 Personalized Email Marketing
Email is preferred to cover the larger audience by sending them personalized messages to make
purchase in the organisation. Under this, the targetted emails are sent to the customers massively
about the new product, service or offer.
 Content Marketing Strategy
Nowadays, content marketing is the new way of marketing in the 21st century as it allows to
build relationships, trust and a level of consistency with the customers. It is defined as the
2

marketing to persuade an individual by keeping him or her engaged in the action of relevant
information. Various tools can be used to create awareness among audience such as YouTube
and many other video platforms.
2. Roles and responsibilities in marketing, and the competencies required to succeed 150
Roles and responsibilities in marketing
Roles
Marketing plays an essential role in the upgrading the level of business in the market and
provides all the relevant information of the company in the market. It presents the image of
company by conducting various initiatives in the name of campaigns by focusing on providing
the information about the materials of the product.
Responsibilities
The main responsibility of the marketing is to focus on the needs of the customers by listening to
their needs and requirements such as various surveys can be conducted to gather the information
which can be useful in improving the marketing strategies for the upcoming future.
The competencies which are required to succeed in the market
There are several ways which can be used to bring success in the market are explained below-
 It is must to analyse the competition present in the market in order to monitor the
competitor's work and ways to deal with the customers and their approach towards the
products or services.
 In order to be more successful the company can adopt new and innovative ways to do
marketing campaigns by focusing on the pricing, promotion, advertising and
distribution strategies
 By doing research on the various type of social media platform which can be useful to
present the brand in multiple ways and can make use of influencer marketing too for
reaching the market to promote the products and services.
3. The marketing function works and interacts with other departments
Marketing function is linked to many other functions of the company such as with finance, HRM
and many others which are are follows-
Marketing with Finance
3

Marketing department need to focus on working with the finance department in order to make
the suitable budget to meet the requirement of finance for the purpose of research, promotion
and the distribution process.
Marketing with Human resource management
Marketing department need to focus on make having the skills and best staff in the company on
order to make the best sales team to complete the target for the purpose of research and
development of new product ideas.
CONCLUSION
It can be concluded that the marketing is all about focusing to deliver the best customer
experience by using new ways to entertain people through different online and offline platforms.
The report explained the role and importance of marketing and all the functions which are
interlinked with it. It also explained the responsibility of the marketing in the 21st century.
4

REFERENCES
Books and Journal
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson uk.
McDaniel Jr, C. and Gates, R., 2020. Marketing research. John Wiley & Sons.
Park, S., 2020. Marketing management (Vol. 3). Seohee Academy.
Pride, W.M. and Ferrell, O.C., 2021. Foundations of marketing. Cengage Learning.
(Chaffey and Ellis-Chadwick, 2019)
(McDaniel Jr, and Gates, 2020)
( Park, 2020)
(Pride and Ferrell , 2021)
5