Understanding Marketing Principles and Strategies

This assignment delves into the fundamental aspects of marketing. Students are tasked with examining various definitions of marketing and exploring its five core functions: product development, pricing, distribution, promotion, and customer relationship management. The assignment emphasizes analyzing marketing strategies, their impact on businesses, and the evolving role of marketing in today's landscape.

Marketing Essentials

Table of Content
INTRODUCTION.................................................................................................................................4
TASK 1.............................................................................................................................................5
P1 Roles and responsibilities of marketing function in H&M...........................................................5
P2 How marketing roles and responsibilities relate to other departments of H&M.........................7
TASK 2.................................................................................................................................................8
P3 Comparison between marketing mix of H&M and Zara to the process of marketing planning....8
TASK 3.................................................................................................................................................9
P4 Marketing plan for H&M.............................................................................................................9
CONCLUSION...................................................................................................................................11
REFERENCES....................................................................................................................................11

INTRODUCTION
The marketing assignment is the designed to introduce the student related to the
principal of the marketing. It defines the marketing mix and strategy of the marketing to find
and advertisement of the market. The marketing develop the marketing plan and objective in
the market. The human and management design the marketing strategy (Brooks and Simkin,
2012). The H&M introduce the product and service. The marketing of the product and service
define the advertisement, publicity of the product, sales promotion, personal selling related to
the product. The HND business defines the skill and knowledge of the student related to the
product and services. The company introduce the marketing mix strategy related to the
product, price, place, promotion, people etc. The company operation runs away the social,
economic and environment. The Hennas and Mauritz company growing the international
cloths. The company evaluated the role, scope, objective of the marketing in the organisation.
TASK 1
P1 Roles and responsibilities of marketing function in H&M
Marketing can be defined as the business or action which is used to sell products or
services in a market. It is the process by which a value is being created by company for its
customers so as to create strong relationships with customer to capture customer value in
return (Dibb and Simkin, 2013). For H&M also marketing plays an important part in
satisfying its customers need and for achieving growth and success. In company marketing is
used to create attention in customers for brand and creates likeability by ensuring that world
is aware of H&M , that it is fun, exciting and inviting. There are various marketing functions
that a company needs to draw out for the effective marketing. These functions help in
generating profit and making business more successful. These functions of marketing are : Distribution : It is all about deciding from where the goods and services will come
which a company wants to sell to its customer who wants to buy them. If the product
will not be available for the customers than the company will not be able to make
money.
 Financing : It is an essential part for every business , to make money it is necessary
to have money. An important marketing function of a product is to find finance
through loans, investments, or from capital so as to create and advertise products and
services (Clow and James, 2013).
 Marketing Research : It is concerned with collecting necessary information for the
target market, which includes to whom the product will focus, what will be the
product's unique identity in comparison to company's competitor's.

 Pricing : It can be challenge for a company to set correct price for the products and
services . If there will be high price than customers will not come, and if there will be
very low price than it will be difficult for a company to have profit.
 Product : After determining the target market and setting the price for product,
another aim is the effective management of goods and services.
 Promotion : It is important to advertise products and services to attract more and
more customers. As the marketplace keeps on changing , so it is necessary for a
company to make good promotion techniques.
 Selling : Last and the main function is selling. Selling can be done only after the
determination customer wants and needs so that response can be made in relation to
right product at right place and at right time (Pike, 2015).
Illustration : Marketing Functions, 2017
(Source : Marketing Functions, 2017)
There are various roles and responsibilities of marketing function in H&M, which will help
company to grow successfully. These roles and responsibilities are: Marketing Management : Marketing can be defined as the process which help in
determining what goods and services will be of customers interest and the strategy
which will be used in communication, sales and development of business. It includes

concept of marketing, behaviour of consumer, marketing mix, segmentation of
market, price and product decision, distribution and promotion, research of market
and information (Brooks and Simkin, 2012).
 Marketing mix : Marketing mix of H&M includes product in which they provide
wide variety of clothes and accessories at low price and good quality. It concept of
product is EDLP ( every day low price product). Price which is affordable, cheap and
cost based. In place, stores of H&M are located in famous and well known shopping
streets. It also has online shopping website. Promotion, is where H&M spends its
most of the time which includes direct marketing and outdoor advertising. It also uses
press and famous bloggers for the message of advertising. Company also use print and
video advertisement and e-marketing concepts.
 Research : Research of market is the main responsibility of the marketing research
function which helps H&M to identify opportunities and threats, competitors
weakness and strength and also helpful for understanding customers need.
 Product Development : Product function of marketing helps in the development of
better product (Ionitã, 2012). It helps in analysing existing products sale and then
identifies gap in the range of product where there is opportunity for H&M.
 Communication : Marketing function helps in developing communication for the
promotion of products and services, on the basis of available budget of company
various programs and campaigns can be designed.
P2 How marketing roles and responsibilities relate to other departments of H&M
Marketing is very essential for H&M as it helps it grow faster in the market with good
reputation and goodwill and also helpful in creating good brand image. Marketing department
of company is their own global agency for advertising where company creates campaign and
produce marketing material. This is where brand is nourished and created. Its various
departments includes finance, project management, purchase, production management,
research and development (Clow and James, 2013). Functions of marketing are interrelated
with all these departments of H&M. Relationship between marketing functions with :
 Finance : It focuses on seeing rewards and benefits of hard work and also evaluates
whether it is worth at the end.
 Purchase Department : Monitoring of customers need is done by marketing
department and they informs purchase department , so that purchasing according to
customers need is done with optimization of price.
 Production : When an idea is created by marketing department to satisfy customers,
they discuss that with production department so that they can execute product
according to customers need (Gertner, 2011).
 Research and Development : Both marketing and research department look for
customers wants, but research department do survey for knowing customers need but
an idea is created by marketing department which is given to research department for
researching whether the idea can be enacted .

 Customer service : This department usually have direct relationship with customer.
When a feedback is given by customer, than it is transferred by customer service
department to marketing department to take quick action on feedbacks.
 Public relation department : Public relation is important to market about company. If
the customer will give positive feedback about the products and services of H&M,
then the other people will get curious and want to try services .
 Accounting : Calculation of cost to implement an idea is being done by accounting
department. They keeps on monitoring whether the plan is applied effectively and
efficiently or the idea is going beyond budget plan (Alrubaiee and Al-Nazer, 2010).
 Personnel Department : When the new product or service is introduced by marketing,
then they ask the personnel department for recruiting new employees and to give
training accordingly.
 Top management : Before getting customers response, budget discussion , the idea
needs to be approved by top management. It the idea is approved then process of
customers opinion starts and then the service takes place (Lamb, Hair and McDaniel,
2011).
Marketing of H&M is responsible, their advertising campaigns is the way by which
they communicate business idea. Marketing of H&M has a major effect and it is important
for a company to create positive image. They not only just communicate any specific idea,
but also large range of attitude and style. Cause related marketing campaigns are also done by
the company like 'All for Children, which aims to raise children's right awareness in poorest
communities in the world.
TASK 2
P3 Comparison between marketing mix of H&M and Zara to the process of marketing
planning
The company Zara and H&D applied the different marketing strategy. The marketing
strategy defines the 7’ps of the marketing. The marketing mix strategy including the product,
price, place, promotion, people, physical environment process of the product and services.
The Zara Company is very popular company in United Kingdom. This company introduce
their product in lowest rate. Zara Company applied the 4’ps in marketing strategy. The 4’ps
of the marketing define the product, price, place, promotion. The product of the Zara
company is increasing the life style, fashion and taste of the people for the product. The price
of the Zara company provides the product for the lowest rate. The price is very important part
of the marketing strategy because the price effects the organisation. Place is the also most
important part of the marketing in increasing the demand and supplier related to the coco cola
fashion limited company (Dudzevičiūtė and Peleckienė, 2010). The Zara Company provide
the branded product. The company does not have the manufacturing process of the product.
The company of the Zara control their product in producer process. The company
introduce the new selling proposition of the product in United Kingdom. The Zara Company
provide the product at the reasonable price to their customer. The Zara has provided the

minimum pricing strategy. The promotion of the marketing mix of the Zara applied the many
techniques of the sale promotion of the product including the (sales promotion, publicity,
personal selling, advertisement, online marketing etc.) H and M is a multination company in
United Kingdom applied the marketing mix strategy for sale the product and services. H and
M company has many fashion wear of the men, women and children related to the life style
their age group and fashion of their environment. The product in the marketing defines the
planning process of the company (Ionitã, 2012). There is core range of the product available
in the market. This company only focus on the brand of the quality. The company achieve the
higher number of the sale. Place in the marketing mix strategy determine the network of the
place. The company provide the convenient facility for the customer. Company followed the
policy of the online purchase and direct purchase of manufacturing product and material from
the seller and supplier for selling the finished goods.
Price in the marketing mix determines the pricing strategy of the company. The price
is very important part of the organisation because price if deter mine the company goodwill
and brand of the product in the market level. The company provide the minimum price
facility for the target customer. The price strategy effect the customer for buying the product
and service. The company provide the discount from the product. There are many facility for
the company provide their customer including the free sample of the product, buy one get
free offer, coupons (Gertner, 2011). This facility attracts the customer for purchasing the
product and service. Company’s supply quality item available in lowest price rate in the
market. Promotion in the marketing mix determines the promotion strategy in the market
place. There are many promotion strategy including the contest, social media, mail order
marketing, product giveaways, point of the sale promotion and end cap marketing related to
the advertisement, customer incentive program, causes and charity, branded gift promotion,
after sale customer service and publicity of the product. The product promotion is getting the
branded product for attracting the new customer. The company set the strong strategy.
Marketing planning process determine the business objective and goal in the
organisation. The first one is the determine the objective define the marketing planning
process. The objective determines the smart objective of the product. The smart objective
determines the specific, measurable, achievable, realistic and time bounded product and
project of the business. The next step is determining the resources available in the
organisation. The organisation resources define the number of the factor including the inside
factor or outside factor in the market (Musibau, Oluyinka and Long, 2011). Resources may
be define many resources in market including the personal resources ,financial, marketing,
human resources management, technology factor and production factor. This factor
developing the business objective and goals. Developing the new ideas and plan, developing
the advantage of the market and set the market and business objective. The next process is
evaluating the risk factor. There are many factors including the environment factor and legal
factor and other factor. The environment factor determines the business objective. This factor
refers to the competitive advantage in the business.
The marketing strategies determine the new and innovative result, plan and ideas for
analysing the marketing objective. This strategy the market and satisfaction provide the

customer for their product and service. The last one is define the implementing and
monitoring marketing plan and new ideas regarding to the business (Cabrera and Williams,
2014). The planning is most important part for creating the customers and attracting the
customer from the product and service.
TASK 3
P4 Marketing plan for H&M
The H and M Company produce and evaluate the many marketing plan. A marketing
plan determines the blue print of the H and M Company. The marketing plan evaluating the
needs of the company and customer and wants of the customer for the product and services.
There are many points determining the evaluation for the H and M companies marketing
plan.
Return on investment: return on investment major part of the marketing plan. This plan
making the best plan of the company. The company diversify their amount in many factors
including the mutual fund and fixed deposit.
Sales number: the sales number of the company determines the basic way of the sales. The
sales number defines the increasing number of the sales and the employees. The H and M
company sale is increasing for the past two years.
Customer response: the customer response is determining the reaction of the product and
service in marketing creates (Ehret, Kashyap and Wirtz, 2013).
Expansion: the expansion is reach the effectiveness plan is the problem base. The expansion
is making the marketing budget of the business. The marketing plan is a part of the business
plan. The marketing plan consists the data of the business and employees and list of the
action. The marketing plan evaluating the business objective. Marketing plan evaluated and
identify the
Target customer: The small business studies the business and determines the resources and
characteristic of the business. The target customer should be describing the product taste and
fashion.
Identify competitors that would also want your target customer: the marketing plan
identify the customer needs, wants and desire related to the product and services. The
company determine competitors for the product. The company preparing the competitive
advantage of the business in the marketing (Dudu and Agwu, 2014).
Brand positioning statement for the target customers: company evaluating the brand
positioning statement and strategy in the marketing. The best positioning strategy determine
the single minded and it is focus on the solving of the problem.

Marketing approaches: Marketing approaches define the elements of the plan in the
organisation. These approaches only determine the target customers. The marketing channel
is important part for creating the marketing approaches.
Social media: social medial determine the sales promotion techniques related to the product
and services. The social media is part of the marketing plan for the company Hand M.
Electronic mail: Electronic mail is making the marketing plan. Email is the part of the social
media. The email marketing is the techniques of the number of the way including the
newsletter (Alrubaiee and Al-Nazer, 2010).
Partners response: the parterre response if the feedback of the company in the organisation.
The feedbacks of the company determine the marketing plan in the working time.
Salespeople: the sales people determine the product and services in the marketing strategy.
The sales people increasing the sale in the organisation and business. The sale people applied
many sales techniques including the sales promotion of the product, publicity of the product
through the calibrates, online marketing safe the time for the people. The online marketing
has not a place (Fırat, 2013).
Competitor’s response: the competitor’s response determines the marketing plan. The
competitor’s response is very important part for evaluating and producing the marketing plan.
Describe the target customer: describe the target customer evaluate the marketing plan. The
target customer producing the company profile for the prospective customer. The target
customer evaluates the age, life style and location of the product.
D2
The 7’ps of marketing determine the overall development of the marketing strategy.
The 7’ps of the marketing revaluated the business activity and objective. The 7’ps are as
follows product, price, place, promotion, packaging, positioning and people (Wirtz, Tuzovic,
and Kuppelwieser, 2014).
 Product: I am use the best product for the H and M Company and design the
marketing business strategy. The product is defining the company goodwill.
 Price: price is the main part of the marketing strategy. The price of the product
defines the increasing of the sales level.
 Place: the price of the product is determining the location of the product.
 Promotion: the promotion of the product defines the sales promotion strategy.
 Packaging: this strategy determines the product labelling and packing.
 Positioning: the positioning of the product determine the product position in the
market.
 People: people are the most part of the marketing (Fifield, 2012).
CONCLUSION
The conclusion of the report determines the many techniques of the business. These
techniques determine the sales promotion techniques for the product. The company applied

the marketing strategy mix. The company use the 7’ps of the marketing strategy. The 7’ps of
the techniques determine the product, price, place and promotion of the product. The H and
M Company provide the many facility related to the product in market place. The company
use and design the marketing strategy in the market

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