Marketing Essentials

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................4
TASK 1............................................................................................................................................4
P1 : Definition, concept , roles and responsibilities of marketing function ...............................4
P2 : Roles, Responsibilities and Interrelation between different functions ...............................6
TASK 2............................................................................................................................................7
P3 : Comparison between Marketing Mix of Beauty Giant with other similar company ..........7
TASK 3............................................................................................................................................9
P4 : Marketing plan for the organisation.....................................................................................9
CONCLUSION .............................................................................................................................12
REFERENCES..............................................................................................................................14
.......................................................................................................................................................14

INTRODUCTION
Marketing is the set of activity that organisation undertake in order to create relation with
the customers and satisfy them by identifying their needs and wants. This process of marketing
has evolved with time as the focus was on mass production which is shifted to holistic approach
where integration between all the stakeholders is focused in order to achieve their goal. In the
report role and responsibilities of marketing functions are discussed and their implication on the
organisation is also analysed. Marketing mix helps to plan strategies regarding product, price,
place and promotion, whereas marketing plan is used to implement all the strategy in such a way
so that organisation goal can be achieved. In this Case study of a cosmetic selling company
Beauty Giant is considered who is launching a new product for which marketing plan is also
prepared.
TASK 1
P1 : Definition, concept , roles and responsibilities of marketing function
Marketing is an activity that deals with identifying the needs and want, creating
processes to produce goods and services, then communicating, delivering goods and services that
have value for the customers, society, partners etc. to satisfy their needs and wants profitably
(American Marketing Association).
Marketing concept is a process that helps to identify the customer needs and then take
decisions about how and what they can deliver to satisfy their customer profitably by creating
differentiated product then the competitor. There are five marketing concept that are used by the
organisation to achieve effectiveness are as ,Production Concept is the oldest concept which
focused on mass production of necessary goods to reduce the per unit cost of goods produce with
the idea that consumer will favour their goods if they are easily available and affordable (Bowie
and et. al., 2016). Product Concept is the concept that focuses on the quality and feature of the
product which is improved by continuous innovation thus launches new products very often.
Selling Concept focuses on selling the goods at large scale rather than building relationship with
the customers. Marketing Concept holds the beliefs that to achieve organisation objectives
customer needs should be targeted and satisfying customers by communicating and delivering

them the products better than the competitors. Holistic Concept is one step ahead of marketing
concept which focuses on involving and integrating all the activities to achieve organisation goal.
Roles of marketing department is crucial for every organisation as it helps to achieve
organisational goal by reaching out to customers, investors, prospects etc. Various roles of
department are like Marketing communication and public relation. It helps to create
awareness about goods and services by advertising and using other media, also it facilitates
building long term relations with the customers. It will play a very important role for Beauty
giant which is first of its kind as it will help them to aware people about Forever Young and its
benefit. Market Research identify the need and want of the customers, their willingness to pay
etc. and also whether organisation can produce such product or service to satisfy customer by
applying various tools such as surveys (Fiore and et. al., 2016). Marketing planning is done by
this department under which sales target, budget for advertising, sales force, planning of various
campaign, surveys are included and the ways how the targets will be achieved which help
organisation to strive their target. This role will help Beauty Giant to plan for their target market
in terms number of sales person, type of advertising etc.
Responsibilities of marketing department is to make business profitable and viable by
keeping an eye on the changes taking place in the target market. Few major responsibilities of
marketing department are: Being creative and innovative helps them to come up with new
products and creatives ideas for promotional purposes, which can be developed on the basis of
feedbacks provided by the team on floor. Similarly, creative advertisement will help beauty giant
to attract people and capture market. Market strategy are set up according to the organisational
strategy and then marketing objectives are decided such as to increase sales by adding to the
sales force or more advertisement etc. As beauty giant is introducing their own products they
need to plan for survival which can turn out for growth or expansion. Keeping up with
competition is a responsibility which can be achieved by keeping an eye on every move of their
competitor and by analysing the weaknesses and mistakes of the competitors. All the information
is used by the marketing department to develop strategy and to be competitive.
The role of marketing is very important as it helps to identify, cater, communicate and
deliver as per target audience. Marketing has some responsibilities towards various environment
elements. Towards customers it is their responsibility to identify their requirements and making