[SOLVED] Marketing Plan for Forever Young

The assignment requires creating a marketing plan for Beauty Giant's new product Forever Young. It involves analyzing the product's features, pricing strategy, distribution channels, and promotional techniques. The plan also includes a cost analysis method to measure and control the benefits of the product. This is a comprehensive marketing plan that covers all aspects of the product's launch in the UK market.

MARKETING ESSENTIAL

INTRODUCTION
Marketing is a process which identify, anticipate and satisfy customer requirement also refers
to the activities of a company to buy and selling products. The function of marketing is to conduct
research, build a relation with customer and satisfy their need, to make strategies for advertising
and to find the new opportunities in the market.
The company taken in study is Beauty Giant which is a cosmetic firm and has more than 50
branches across the world. Report highlights role of marketing in business. Beauty Giant is
planning to launch its new anti-ageing product “forever young” item. Assignment will compare
marketing mix of beauty giant with its competitor. Furthermore, it will prepare marketing plan for
the new product of company.
Roles and Responsibilities of marketing function:
Marketing: The activities performed by the companies in order to promote buying or
selling of product or services. The activities include advertising, delivering and selling. There are
two type of marketing: business to business and business to customer.
In business to business marketing the marketer has to understand the business need of the
other company as they are selling their product and services to other organisation while in
business to customer the company is marketing the product and services to customer.
Today everyone is exposed to the technology in their daily life the use of technology has become
common therefore marketers are shifting their focus from traditional approach to individual level
that is shifted their approach towards the technology such as mobile, social networks and online
structure and operation. Other than this, people also prefer to use the products which serves to the
society considering this marketers use purpose driven marketing rather than traditional marketing
where the marketers tell about the products and services (Macarthy 2018).
The marketing department plays an important role in the organisation. The main role and
responsibility of the marketing department is to make people aware about the company it means
to make people understand who your are, what are you serving and how your company work. In
order to attract the customer tell them about what will they experience while interacting with the

company. The various strategies are made by the marketing department to promote the business.
Following are the roles and responsibilities of the marketing department.
Role and responsibilities:
Setting up marketing strategies: The top members of the Beauty Giant company has the
responsibility to set the strategy and objectives for the organisation. The strategies can be how to
increase the market share, or to open a distribution channel, to expand the business etc.
Development of new product: To develop new product the marketing department work with
product development team. The role of the marketing department here is to provide information
about the customer taste and preferences which can help the product development team to identify
the opportunities in the market or to introduce new product with improvement.
Once the product has been set to launch in the market a marketing department sets the price for
the new product (Bailey and Alexander 2017.).
Communication and promotional material: Marketing department make strategies for the
promotion of the product and services (Telang and Deshpande 2016). According to the budget
they plan the promotional campaign, prepare a content for the company website, prepare the
company brochures and e- mail marketing plan.
Monitoring social media : Marketing department monitor the media pages it keeps in
account that what content is posted about the company on the social media. The marketing
department is responsible for managing the social media accounts.
Keep an eye on the outside suppliers and agencies: the department is responsible for
selecting the suppliers and agencies which can support them in marketing and can produce
material for marketing.
Marketing process,
Marketing process can be defined as activities through which business can analyse market
opportunities and can make correct decision of new market in order to raise its profitability to
great extent. There are various stages which need to be followed by Beauty Giant before
launching its new product in the market.
Situational analysis,

This is most essential element of marketing process, it identifies internal and external
marketing condition of business unit. SWOT analyses is the method which supports in analysing
internal capabilities of Beauty Giant, by this way it can make strategies accordingly so that
company can grow well in the market. For analysing external situation enterprise takes support of
PESTL model which helps in identifying various external factor which may influence
performance of firm.
Defining objectives and strategies (Developing Market strategies),
After analysing situation of market, beauty giant is required to define its marketing
objectives. It is essential to set clear objective and make strategies accordingly so that actual goal
of marketing can be obtained. Ansoff matrix is the framework which helps in knowing the
effective strategy that may help firm in fulfilling its market objective.
Marketing mix 4Ps (designing market tactics),
This phase ensures implementing correct strategies of marketing mix so that overall goal
of firm can be accomplished. Products, pricing, placing and promotional strategies impact on
profitability of business unit. Firm has to emphases on its competitor’s strategies and accordingly
it has to decide its tactics so that it can enhance its sales for its new anti-ageing product.
Evaluation of process (Implementation & control)
This is the last phase of marketing process in which Beauty giant have to evaluate the
success of entire process. Entity has to ensure that through marketing it has reached to its actual
objectives. Monitoring and controlling need to be done on time so that issues can be identified on
time and proper changes can be implemented in order to get positive results.
Relation of roles and responsibilities of marketing in various
functional units of organisation
The objective of the marketing is to plan a SMART goal for the organisation. SMART stands for
specific, measurable, achievable, realistic and time-sensitive.

It is important for a marketing department to: Build a relation with other department of the
organisation. When the department have trust on each other than they can rely on the information
passed by the other department without cross checking the facts.
Operation management/production: the marketing department has to work with the
operation management department to make sure that :
To see whether the proper research has been done to satisfy the customer need and current market
demand.
Is the volume of product ordered as a result of marketing have been met within time or not
the marketing department set the time limit for the production department as they want to
introduce the product in the market as soon as possible.
Human resource management: The function of the human resource department in an
organisation is to recruit, select and train the employees. Therefore, marketing department has to
keep an eye on the human resource department to ensure that whether the proper staff has been
assigned the task of research and new product development or not, marketing department has to
work closely with the HRM. The marketing department has to ensure that proper candidates
should be assigned for sales work so that production target can be achieved.
Finance department: the marketing department and finance department has to work together
in order to track sales, to ensure that resource are located efficiently, ensure that the budget is
adequate so that research, distribution and promotion activities can be conducted marketing
department has to work closely with the finance department (Shaw, 2016). As the finance
department want that all the department should conduct the activity based on the budget on the
organisation.
Customer service provision: Customer service provision ensures to give services to the
customer before, during and after buying of the product to make sure that the customer are
satisfied. The great thing about the customer service is that the team is continuously interacting
with the customers so it helps the team to understand the buyers behaviour which can help the
marketer in planning an effective campaign.
Outsourcing is also one factor which plays an important role for marketing department. It
helps marketing department with the expert advice as marketing professional are creative people
they know how to conduct the survey, analyse the market, analyse the change in market trend, and
plan different market strategies, and how to develop an advertising plan etc. Thus other than

having a relation with the organisation functional unit a marketing department also have to look
for the outsourcing.
Different departments and their relationship
Finance department has to allocate budget, this funding and investment decisions allows
the firm to get high return. If finance department fails to manage funds well or fails to take right
investment decisions, then Beauty giant will not be able to gain success. Finance team ensures
that by giving proper funds to marketing department it can increase sales. Even marketing team
also make hard efforts so that through advertisement and promotions it can utilise this funds in
adequate manner and can generate high return over it (Atwal and Williams, 2017). This
relationship is beneficial in increasing sales of new anti-ageing product.
Production department has to produce high quality goods with effective utilisation of
resources. Through marketing department company can get adequate information about needs of
consumers and can modify its production process in order to meet needs of potential buyers. If
there is not relationship between both these sections, then Beauty Giant will not be able to offer
satisfactory items to consumers which will affect its profitability to great extent.
Human resource department hires people and work to retain them. Forecasting of future
manpower can be done through market research which aids business in hiring candidate
accordingly so that future need can be meet (Kotler and et.al., 2017).
CEO aims to raise profit of company, marketing helps in accomplishing this objective
successfully.
Marketing Mix
It is the combination of 7 P's of marketing. It includes product, price, place, promotion, people,
process and physical evidence. It is a process of putting right product in right place the right time
with right price.
Basis L’Oréal Beauty Giant
Product The product range of L’Oréal is
quite large. Company sold out
different products like L'Oréal
Luxe. IT Cosmetics. Lancôme. And
Beauty Giant is going to
launch a new product Forever
Young that is an anti-ageing
cream that removes wrinkles

many more and provides user with
glowing and shining face.
Price L’Oréal tries to bring out
innovative products with high
quality and low price. The pricing
strategy which has been followed
by company is premium pricing
strategy. In this strategy company
try to keep high price for one of the
product in order to motivate
favourable view point of buyer
which is solely based on price.
Beauty Giant for its product
forever young will follow
skimming pricing strategy.
Firm has thought to keep the
price of product initially high
and then lower it down
overtime.
Place L’Oréal is engaged in selling its
product in the global market.
L’Oréal sells the product in more
than 130 countries through direct
and indirect selling channel. Direct
channels are retailer and indirect
channel are various salon and
outlet.
Beauty Giant only sells the
product in the UK with 50
outlets across the UK. Beauty
Giant is focussing on
improving the market area of
UK.
Promotion L’Oréal advertise the product on
many different promotional channel
all across the Globe. Promotion has
helped the company in getting more
customer as through advertisement
only L’Oréal is able to promote the
need of the product. CSR is the
company behind company
promotion.
Beauty Giant will promote the
product on different
promotional channel like
advertisement on media and
newspaper all across the UK
as it helps the company to
attract more customer.
Process L’Oréal always focusses on the
process based worked and always
Beauty has gained a good
name in providing the

look to tick all the point in the
process. Effective team work and
good communication between the
department are the two main point
of the L’Oréal process
customer services to the
customer as Beauty Giant will
focus on keeping the same
process for selling Forever
young in the Local market.
People L’Oréal is well known for hiring a
talented employee in the company
and always emphases on giving a
good working environment to the
employee. Salary and incentive
offer by L’Oréal is always
attractive then other
company(Blythe and Martin,
2019).
Beauty Giant always tries to
improve the quality of
employee by giving proper
training to them. Beauty Giant
also offers a good salary and
incentive package to them.
Physical evidence L’Oréal offers a variety of facility
like skin care which improves the
physical experience of the
customer. The goodwill which
L’Oréal is having in the market also
helps the company to attract the
customer
Beauty giant allows the
customer to compare a variety
of product in one place, which
helps the company to attract
more customer toward the
company.
. . .
Part 2
Executive Summary

Marketing plan is the outline which describes strategies of business for coming future.
Firm aims to raise its profit but for that it is very important to have great tactics. Marketing plan
provides clear direction and supports in gaining positive results. Beauty giant firm is the cosmetic
company which offers range of cosmetic goods to wide range of consumers. It always tries to
meet the needs of buyers by offering them products as per their needs. Firm is planning to
introduce new product “forever young” which is the anti-aging item. In the UK demand of such
products are very high which helps the organisation in raising sales and retaining consumers in
the enterprise for longer duration (Kotler and et.al., 2017).
Company Description, Purpose and Goals
Beauty giant is the cosmetic brand of the French cosmetic origin. It used to produce mainly the
skin care products in the market. The brand is sold in the various countries, targeting the
particular skin people with differentiated product lines category. Nowadays coming is moving
forward with the ' GO GREEN' concept and product of the biodegradable products. They are
making the further plans with there new product to create a new line of organic, natural
cosmetics.
Purpose
If in the today's life you need a perfect skin and the perfect solution that mainly target all the
issue of the ageing, skin dryness, wrinkle so this must be the perfect choice for the skin. The
purpose of the cream is to reduce the wrinkles and bring the glow back on your face.
Goals
To be the perfect choice in the eyes of every women.
Be the cream for emerge glowing through the micro circulation
Retain in the market for the longer terms.
Be a differentiated product from its competitors.
Marketing Situation (SWOT/PESTLE)
SWOT ANALYSIS OF BEAUTY GIANT''S PRODUCT FOREVER YOUNG
STRENGTHS:-
• Strong Customer Loyalty.
• A Great backing by UK government.
• Wide distribution network.

• Strong marketing and promotional activities.
• Effectively reduces fine lines and dark spots.
WEAKNESSES:-
• High prices.
• Limited sector of consumers.
• Intense competition.
• No widespread reach of product is there.
• Untapped potential by not expanding in international market.
OPPORTUNITIES:-
• Herbal products is a field in which the company can expand.
• New marketing strategies to capture more customer base.
• Venture into online market giving access to international market.
• Try to attract customers from all sectors by giving offers.
THREATS:-
• Presence of already established brands.
• Tough competition by herbal creams.
• Lack of international presence limits the worldwide access of this product.
• High price limits the potential customers.
• Online marketing has become a major selling point.
PESTLE Analysis
Political Factor: Policy of UK government can affect the Beauty giant in the positive way as
beauty giant is planning to produce the own product in UK and UK government policy always has
soft corner for the domestic company in the local market.
Economic Factor: If Beauty decides to sell its product globally than it can benefit the company
as the economic status of UK is much better than other country and the exchange rate of UK is
also better so it can affect the Beauty Giant in the positive way.

Social Factor: Social Factor has played a very big role in the decision making of Beauty giant as
today there is trend of fashion in the society, so it can help the Beauty giant to grow its product as
Forever Young is product which is interrelated with Fashion.
Technology factor: Technology factor has played a very big role in production of the Forever
young as through the help of the Technology Only Beauty Giant is able to convert the Innovative
idea of Forever young into the product (Chaffey and Ellis-Chadwick, 2019).
Legal Factor: There are many competitors for the Beauty Giant to dealt with to become a
successful company the company should legalise the operation as it helps in attracting more
customer toward the company. Otherwise legal factor can harm the Beauty Giant in long run.
Environment Factor: Beauty Giant has looked at environment factor in producing the Forever
young by using the eco-friendly packaging system for the product. It can help the firm to build a
goodwill in the market as it creates a good name of the company in the eye of viewer.
Forecasting- It is the method which can be used by Beauty Giant to predict the future of its
product Forever Young. Various tools can be utilised by firm for this. Company can make use of
Delphi method in which questionnaire is send to group of experts in order to analyse future of the
product.
Marketing Strategy (4P’s)
Product- Beauty Giant is going to a launch a new and innovative product known as Forever
Young. It will provide females with young and wrinkle free skin.
Price- In order to successfully launch their new product Forever Young, Beauty Giant is going to
make use of skimming pricing strategy where they will launch the product by initially keeping its
prices high.
Place- Beauty Giant is going to sell its products in UK. They have 50 outlets in UK for selling the
new product forever young.
Promotion- Beauty Giant will make use of social media techniques like Facebook, Twitter for
promoting their new product
Measurement and Control- Cost analysis method can be used for measurement and control. It can
be used to determine if benefits derive by the products can overcome its cost or not.

CONCLUSION
The marketing plays an important role in the functioning of an organisation. It builds the
healthy relation with various business units of the organisation such as finance department,
human resource department, research and development team etc. The marketing mix helps in
making the strategies related to price, promotion, place, product. The study also helps in
analysing the importance of interrelationship between different department of the organisation.
Before launching any product in the market it is important to have a proper market plan which
will help in analysing the market opportunities and segmenting the market accordingly.

REFERENCES
Books and Journal
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Charter, M., 2017. Greener marketing: A responsible approach to business. Routledge.
Fill, C. and Turnbull, S.L., 2016. Marketing communications: brands, experiences and
participation. Pearson.
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Online
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