Principles of Marketing

This study explores the importance of marketing in increasing sales and market share. It focuses on the target markets, the application of the 4Ps of marketing, and the pricing and promotional strategies used by Bulldog and L'Oreal.

PRINCIPLES OF MARKETING

EXECUTIVE SUMMARY
The study has been made to describe the importance of marketing ie, how marketing can
assist an organisation in increasing its sales and market share. The study has been made to
describes the target markets of the customers ie, what types to markets the company is targeting
to sell its products. The report contains the application of 4Ps of marketing, (Product, Pricing,
Place and promotion). Thus, it also describes the various types of pricing strategies and
promotional strategy used by the organisations.

Table of Contents
EXECUTIVE SUMMARY ............................................................................................................2
INTRODUCTION...........................................................................................................................1
ASSESMENET TASK ...................................................................................................................1
Marketing mix 4Ps of Bulldog moisturiser and L'Oreal expert moisturiser. ..............................1
CONCLUSION................................................................................................................................4
REFRENCES...................................................................................................................................6

INTRODUCTION
Marketing refers to the practices undertaken by an organisation to promote its products
and services. Marketing includes activities like advertising, selling and distributin of goods to
consumers. Bulldog skincare is an producer and marketer of body lotions, moisturisers,
deodorants and shaving cram for men. The company is headquartered in London, England.
L'Oreal is an French company which is headquartered in Clichy and have registered office in
Paris (Baines and et.al., 2017). The organisation offers different products for hair care, beauty
care, sun protection and perfumes etc. The study will highlight the analysis of effectiveness of
4Ps of marketing mix
ASSESMENET TASK
The marketing mix is the set of actions which the organization uses to promote the brand
or goods in market. The marketing mix is comprises of 4Ps ie, price, product, place and
promotion.
Marketing mix 4Ps of Bulldog moisturizer and L'Oreal expert moisturizer.
Bulldog moisturiser (for men) L'Oreal expert moisturiser (for men)
Target market Bulldog moisturiser focus on selling
the products on the basis of social
class and income level of people.
The company sells the products on
the basis of income level of public as
they promises to offer highy quality
products at reasonable prices. The
target market for Bulldog
moisturiser are middle class people
who prefers to buy the branded
products only (Baines and et.al.,
2017). The organisation targets the
audience of middle age men who are
more conscious about their skin.
Loreal moisturiser focuses on
manufacturing products on the basis of
age and gender. The target market for
Loreal are young men of around 18-25
age. The company makes different
types of beauty care products for men.
All the products of the brand
successfully passes the international
standard of testing (D'Amore and
Chawla, 2017). The company also
deals with many other activities related
to hair care, sun protection, hair
colours, perfumes etc. The
organisation makes products for
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Bulldog customers are of mostly
low income level. Bulldog makes
moisturiser for women Also but their
main aim is to target the men's of
middle age. Bulldog is very popular
brand which manufactures different
types of cosmetics products
(D'Amore and Chawla, 2017).
women also but their main aim is to
target the men of young age. They
promises to offer best suitable
moisturiser for different types of skins.
Price The pricing strategy followed by the
Bulldog is reasonable pricing
strategy. A the aim of the company
is to attract and maintains loyalty of
customers, The products offered by
the organisation are pocket friendly
and easily affordable. The goods are
available in different size packages
one can make purchase according to
their requirement and needs. The
company also offers promotional
pricing strategy by offering various
discounts to increase the sales. The
organisation offers discounts mainly
in summers as the sales during that
time is higher and this results in
generation of higher volumes and
more revenue (Kliuchnikova and
Pobegaylov, 2016). The prices of the
products are kept reasonable as
attract new customers and retain the
existing customers.
The pricing strategy followed by
L'Oreal is competitive pricing strategy.
The aim of the brand is to offer
premium quality beauty care products
to the consumers as this helps in
attracting new buyers and assist in
retaining existing old loyal consumer
also. There is very tough competition
in the market as the other brands like
Neutrogena, Dove, Tresemme are also
offering similar quality products to its
customers (Kliuchnikova and
Pobegaylov, 2016).
The company follows competitive
pricing strategy as the goods offered
by L'Oreal are also similar to the other
competitor's products. Company has
also adopted value pricing policy so
they can make adjustment with the
purchasing power and dominating
local conditions of specific place.
Thus, this results in higher sales and
assist in generating more profits and
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higher revenues (Laczniak and
Murphy, 2019).
Place Bulldog is an popular brand and its
products are sold in many countries
all over the world. The company has
made such a growth in the market
because of the penetrating policies,
the company has successfully sells it
products to the countries like
Pakistan, Canada, Bangladesh, UK
and US. Bulldog enjoys a great
advantage of having an fastest
distribution network. The products
(moisturiser) of Bulldog are
travelled from distributor to whole
seller to the retail store and from
there the goods are final reached to
the consumers (Laczniak and
Murphy, 2019). The products of the
company are sold in supermarkets,
hypermarkets, discount stores and
also available online shopping
websites.
L'Oreal has is an famous brand and has
its research and development centre on
six different places like France US,
China, Japan and the products
(moisturisers) are available in available
in more than 130 countries. L'Oreal
has adopted retailers, wholesalers. The
goods are taken out from the
manufacturing plant and from there it
is sent to carrying & forwarding
agents. And from there the goods are
transferred to regional stockist, who
sends the stock to the wholesalers and
retailers (Luchs, Swan and Creusen,
2016). The products are sold in
different outlets like super markets,
pharmacies, perfumeries, hyper
markets and even through direct mails.
The organisation has an widest
distribution network all over the world.
Promotion Bulldog trust on its marketing team
for doing the promotional activities.
It is the most recognised and
trustable brand and its has launched
many ad campaigns to generate and
maintained visibility of brand in the
market. The aids are shown on
L'Oreal has its own advertising slogan
that differentiate from other brands.
The slogan is “Because we're worth
it”. The company adopted different
aggressive strategies for marketing
which includes making advantage of
many advertising tools (Sugathan,
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different TV channels and it is also
displayed on newspapers, posters,
magazines and hoardings. The
company also do celebrity
endorsement for marketing of the
products (Meynhardt, Chandler and
Strathoff, 2016). Bulldog shows
many famous personalities and
beauty full models in their
advertisement.
2018). The company has created an
campaign with the celebrities like
Aishwariya Rai Bacchan and Sonam
Kapoor. All these are broadcast by
digital and print media like
newspapers, radio, television and
magazines (Shaltoni, 2016). L'Oreal is
using social media platform like
Facebook to market its products, as the
Facebook page of brand connects the
customers with skin specialist and
celebrities. Company also gives ads on
you tube of its beauty products.
Product Bulldog is an growing beauty care
manufacturing brand. The products
makes promise to remove dead skin
cells and offers to give glowing and
healthy skin to men. The packaging
of the the product is shaped in
bottles. Company focuses on
maintaining its packaging of
products (Sharma and Aggarwal,
2018). The products offered are Age
defence moisturiser 100ml, Bulldog
natural skin care moisturiser
sensitive, etc. All the products are
available in different sizes.
L'Oreal beauty care products are
available in different package size like
80ml. Company offers different types
of moisturisers for men such like
L'oreal men expert VITA LIFT,
L'Oreal men expert HYDA
ENERGITIC, L'oreal men expert
WHITE ACTIV etc. Companies makes
attractive packaging to so that it can
attract the customers (Shaw, 2016).
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CONCLUSION
The study summarized that marketing plays and vital role in increasing the sales of the
company. Marketing effort assist in improving loyalty of customer's towards brand and helps in
enhancing overall brand identity. There are many tools by which marketing can be done such as
televisions, newspapers and social media platforms. Further, the study concludes 4ps of
marketing mix. Price is an important factor which impacts overall sales of the the products as if
company charges high prices for the goods it may not be easily purchased by customers, Larger
amount of customers prefers to buy quality goods at reasonable prices.
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REFRENCES
Books and Journals
Baines, P. and et.al., 2017. Fundamentals of marketing. Oxford University Press.
D'Amore, C. and Chawla, L., 2017. Many children in the woods: Applying principles of
community-based social marketing to a family nature club. Ecopsychology. 9(4). pp.232-
240.
Kliuchnikova, O.V. and Pobegaylov, O.A., 2016. Rationalization of Strategic Management
Principles as a Tool to Improve a Construction Company Services. Procedia
Engineering. 150. pp.2168-2172.
Laczniak, G.R. and Murphy, P.E., 2019. The role of normative marketing ethics. Journal of
Business Research. 95. pp.401-407.
Luchs, M.G., Swan, K.S. and Creusen, M.E., 2016. Perspective: A review of marketing research
on product design with directions for future research. Journal of Product Innovation
Management. 33(3). pp.320-341.
Meynhardt, T., Chandler, J.D. and Strathoff, P., 2016. Systemic principles of value co-creation:
Synergetics of value and service ecosystems. Journal of Business Research. 69(8).
pp.2981-2989.
Shaltoni, A.M., 2016. E-marketing education in transition: An analysis of international courses
and programs. The International Journal of Management Education. 14(2). pp.212-218.
Sharma, K. and Aggarwal, S., 2018. Principles of Marketing.
Shaw, S., 2016. Airline marketing and management. Routledge.
Sugathan, P., 2018. Does Marketing Make Sales Superfluous? Revisiting Levitt and
Drucker. Academy of Marketing Studies Journal. 22(2). pp.1-5.
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