Marketing Roles, Interrelation, and Mix: Beauty Giant Report

This report provides a comprehensive analysis of the marketing strategies employed by Beauty Giant, a cosmetic company operating in the United Kingdom. The report begins by outlining the key roles and responsibilities of the marketing function, including marketing information management, product development, pricing strategies, and promotional activities. It then examines the interrelationship between the marketing unit and other departments within the organization, such as human resources, finance, and production, highlighting how these departments collaborate to achieve company objectives. Furthermore, the report compares the marketing mix of Beauty Giant with that of its competitor, Lush, focusing on product offerings, pricing strategies, distribution channels, and promotional activities. The comparison reveals the different approaches these two companies take to reach their target markets. Finally, the report includes a marketing plan for Beauty Giant's new anti-aging product, "Forever Young", targeting the over-30s market, incorporating the strategies discussed throughout the report.

MARKETING

Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Key roles and responsibilities of the marketing function..................................................1
P2. Interrelationship of marketing unit with different department of organisations..............2
TASK 2............................................................................................................................................4
P3. Comparison between the marketing mix of two organisations........................................4
TASK 3............................................................................................................................................7
P4. Marketing plan of Beauty Giant.......................................................................................7
CONCLUSION................................................................................................................................9
REFRENCES.................................................................................................................................10

INTRODUCTION
Marketing refers to process of developing relationship with and satisfying consumers. It
is related to activities which undertaken through firm to promote selling or purchasing service or
product (Baker and Magnini, 2016). Marketing consists promotion, selling and offering goods to
customers or some other businesses. Beauty Giant deals in cosmetic industry and it has 50
branches in all over United Kingdom. It sells women and men toiletries from different world
renounced brands. It will launch new anti- ageing product known as “Forever Young” which it’s
believe of its types and also will be targeted over 30's market. In this report will be studied about
key roles and responsibilities of marketing function. Compare ways under which various
organisations apply marketing mix to marketing planning process to attain business objectives
will be discuss here.
TASK 1
P1 Key roles and responsibilities of the marketing function
Marketing refers to processes, activity and set of institutes It is explained as discipline
that includes all actions firm undertakes to draw in consumers and also maintain relationship
with them. In Beauty Giant Company, there are different departments working for attaining the
specific goals within short period of time. Marketing is a main function that helps an
organisation to determine and also source the successful goods for marketplace they operate and
then promote them through differentiating them from same kind of products. There are different
roles and responsibilities of marketing function mention below:
Marketing information management (MIS)- The marketing information refers to system
that assesses and analyses marketing information, collected continuously from sources outside
and inside a company. It is practice of monitoring marketplace, organising and measuring results
of data collection and creating effective strategies for the future marketing related activities. It is
helpful in support the decision making of marketing (Campbell, Martin and Fabos, 2018). Its
main role is too collected, analysed and also distributes to managers in accordance with
international requirements on regular basis.
Product- It is one of the main functions of marketing. The company develop products on
the basis of preferences and demands of consumers. It is a responsibility of Beauty Giant to
manufacture its beauty products according to customers need that help in attracting consumers
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towards the services and products. On the other hand, quality of products should be better so that
consumers can not dissatisfy.
Pricing- It refers to process where business set cost at which firm will sell its services
and products. It is adopted through company to set its selling cost. It mostly based on average
cost of company and also on perceived value of consumers of products. It is necessary that
company should keep the cost of its products reasonable so that customers can easily avail the
services properly (Cavusgil and et. al., 2014). The Marketing function of Beauty Giant use
economy pricing strategy to provide its products to consumers.
Promotion- It is most important component of marketing that serves to persuade, remind
and inform market of company and its goods. It helps in develop the awareness of firm and its
services. Promotion helps in attracting more people towards the services of firm. The Beauty
Giant will promote its services and products by using social media, newspapers, banners etc. It is
a responsibility of Beauty Giant Company to make the promotions attractive.
P2. Interrelationship of marketing unit with different department of organisations
In every organization marketing department is essential because by through them
company able to conduct their various works such as designing products and services according
to customers requirement, develop strategies to attract customers, create promotional activities in
order to advertise products and services, taking feedback and many more. Along with this
respective department also help other departments of a company to conducting their work. It is
Beauty Giant marketing department play major role in attracting customers and encouraging
them for purchasing products. Moreover they also do various activities for other departments,
some major of them are explain below:-
Marketing and Human resource department: - These both the departments are essential
for a company one hire and train employees and another one attract customers. Human resources
department refers to a portion of a company which handle as well as manage all the necessary
resources so that process will conduct in smooth manner. There are various types of activities
which are conducted by respective department such as hiring and recruiting employees train
them so that they conduct work properly, motivate and encourage them and many more (Hair
and et. al., 2015). In respect of Beauty Giant their marketing as well as HR department are linked
and both help each other in conducting work properly. Such as if a company want to hire a
candidate for specific vacant position HR department first identify requirement related to skills,
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knowledge and ability then they will ask to marketing department to publish advertisement
related to vacant position. By this they able to get pool of effective and proper candidates form
which HR manager can select appropriate one which help company in attaining goal and
objective.
Marketing and Finance department: - In an organization financial department plays an
important role because they provide essential funds to all departments in order to conduct work
or procedure in effective and appropriate way (Lane, 2015). They mainly conduct activities
related to audit nd controlling, planning, organizing, monitoring funds or capital and so on. At a
workplace financial department is responsible for satisfying or providing capital requirement to
all other departments so that they complete their task. Along with this, financial department all
develop or prepare budget for all department according to their requirement. If a department
need more they asked to financial department whether they can invest more on particular thing or
not. Such as if respective company marketing department are planning to adopt new technology
for promotional activities so for this they need to take permission and ask for financial
department that they can afford particular techniques or not.
Marketing and Production department: - In an organization there is a different department
which conduct manufacturing and development activities of goods as well as services which is
known as production department. This department develop products and services according to
need as well as requirement of customers. Here marketing department plays an essential role
because they conduct analysis so that production department know about requirement of
customers and then develop products accordingly. Along with this, marketing department also
help respective department in promoting their products and services so that it get sold effectively
through which company able to attain their goal as well as target. According to Beauty Giant,
their marketing department conduct analysis so that production department develop according to
potential customer’s requirement. Through this respective company, along with all the
departments able to attain its target as well as objective effectively.
By determining above described points it can be analysis that in an organization there are
various type of organization which conducts diverse type of work in order to attain their goal and
objective. Along with this, all the departments are interrelated or interlinked with each other as
well as they also help each other in conducting work and attaining goal (Kladou and et. al.,
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2016). So it is advice to every company to develop and maintain effective relationship among all
departments because this will leads to successfully achievement of target.
TASK 2
P3. Comparison between the marketing mix of two organisations
Marketing mix refers to a combination of activities or tasks which are adopted by an
organization in order to promoting their brand name and image for increasing market shares and
customer’s base. It is consider as model of foundation which is describe as combination of
marketing techniques that is adopted by a company for attaining their goal and objective. Here
marketing defined as strategies as well as plans which is followed by a company in order to
provide effective products as well as services to their potential customers so that they can fulfil
their need and demand (Malhotra, 2015). Almost each and every organisation use marketing mix
in order to achieve succession at target market. Marketing mix is determine as a combination of
seven components i.e. product, price, place, promotion, process, people and physical evidence.
Technique of adopting marketing mix of Beauty Giant is different from other competitive firm
that is conducting their operations in same field. Comparisons in both the cosmetic companies
are described below:-
Components Beauty Giant Lush
Product Beauty gain is one of the leading
cosmetic company which is operating
its business in United Kingdom
market. They offer products related to
toiletries. Such as shampoo,
conditioner, deodorant, hair brush, hair
ties, lotion, face wash, body wash,
wipes, toothpaste, tooth brush, mouth
wash and many more. All products of
respective company are of high quality
at attracting customers.
On the other hand Lush is also a
cosmetic retail company which offer
products and services related to
cosmetics. Such as cream, soaps,
shower gel, shampoo, masks, scrubs,
conditioner and many more. Along with
this the procedure which is adopted by
respective company are based on
vegetarian recipes due to which
customers get attracted toward
themselves (Pappas, 2017).
Price Pricing strategy refers to a method Whereas respective company is offer
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which is adopted by a company for
adding a value to the products and
services. In respect of respective
company pricing method they are
based on economic condition or
purchasing power of customers. This
will attract customers because they
able to get high quality toiletries
products at affordable price.
their products at little bit high price as
compare to Beauty Giant. This is so
because they are also offering fancy
cosmetic products which are attractive
and costly comparing to normal
products.
Place Beauty Giant offers its products at
market of United Kingdom through 50
stores at respective place. For placing
their products they adopt various ways
such as selling products through
various departmental stores, offer
products through company’s stores,
offer at shopping mall and many others
(Pike, 2015).
Whereas place which is adopted by
respective company in order to offer or
display their products so that customers
get attracted and encourage to buy it at
huge ratio. They offer their products at
store of Lush which is very attractive
and all products of available there.
Promotion Promotional activities which are
adopted by respective company are
they advertise their products through
digital and social media like facebook,
instagram, twitter and so on. Along
with this they also do advertisement
through newspaper and television.
They also introduce discounts as well
as offer which attract customers and
encourage them to purchase products.
Whereas promotional activities adopted
by Lush are they conduct their
advertisement through television and
newspaper which aware customers about
the products and encourage them to
purchase their products. Moreover for
promotional activities they also adopt
discount method.
Process Process which is adopted by Beauty
Giant is that they first provide training
In other hand process which is adopted
by respective company are fully
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and development to their employees so
that they conduct their work proper
and develop appropriate products.
Along with this in production process
they use raw material which re skin
friendly and produce very less
wastage.
vegetarian they only use natural
resources (Pike, 2016). This is also skin
friendly due to which this customer is
also getting attracted.
People Here a person refers to skilled and
knowledgeable employees who help an
organization by accomplishing their
work products properly in order to
attain goal as well as objective. In
respect of Beauty Giant they their
employees are highly trained, skilled
and knowledgeable which help them in
attaining their goal (Purvis, 2015).
In respect of respective company they
provide training as well as development
sessions to their peoples so that they
accomplish their work or process in
proper way without wastage. Through
this they able to achieve their target
properly.
Physical
evidence
Physical evidence refers to the interior
of an organization’s store where they
placed their products and services in
order to attract customers and
encourage them to purchase it. In
respect of respective company their
store is big and having attractive decor
which catch the eye of customers.
In the situation of Lush their physical
evidence is that they placed their their
products in very attractive manner such
as they place bathing bar in bath tub,
products colour as well as shape of
respective company are very attractive.
This will attract customers and
encourage them to purchase these
products.
TASK 3
P4. Marketing plan of Beauty Giant
Marketing plan is a document which include all necessary document that describe about
future plan of a company in order to grow its business operations and functions at national and
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international level (Rancati, Gordini and Capatina, 2016). It is generally develop when a
company want to expand business or launch new products and services in potential target
market. This is so because through it they able to predict whether planed strategy is appropriate
for a company or not. Along with this it will also describe about resources which is required by a
company for attain specific goal and objective. Market plan include various steps which are
describe below in respect of Beauty Giant:-
 Company overview: A Beauty Giant deal is one of the leading cosmetic company of
United Kingdom which have approx 50 successfully operating branches. They offer
variety of toiletries for men as well as women from various worldwide renounced brands.
Now they are going to launch new product range i.e. anti- ageing product named as
“Forever Young” and for this they are targeting over 30's market.
 Mission and Vision: Mission of Beauty Giant is to offer quality cosmetic products to
their potential customers with new innovation and creativity (Scarborough, 2016). Vision
statement of respective company is to become a company which understand need as well
as requirement of customers and develop products accordingly which satisfy their desire.
 Objective: Objective of Beauty Giant is to enhance its variety of offerings for which they
are introducing new product i.e. anti- ageing product named as “Forever Young”. For this
respective company is required to develop SMART objectives which leads to attainment
of objective by launching new innovative product that is specific, measurable, attainable,
realistic and time bound. In respect of this SMART objective of Beauty Giant are to
inhance their business or market shares by 30 % at the end of year 2021.
 STP approach:
Segmentation- It is describing as a procedure in which an organization divides a group of
peoples in the small portions according to their taste as well as preference. It is done on
the basis of customer’s needs and demands (Smith, 2014). In respect of Beauty Giant
they divided their customer’s base on two bases i.e. demographic and behavioural.
Targeting- It is a procedure according to which an organization break its potential market
area into segmentation and then develop product and service accordingly. The respective
company target peoples aged near about or more then 30 years.
Positioning- It is a procedure in which organization select a positioning method through
which they able to create image of products and services into the mind of the customers
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properly. The respective company positioning into mind of customers by offer attractive
discounts and offers especially on occasion.
SWOT Analysis: - It is a tool which is adopted by a firm or an individual in order to understand
and evaluate its strength, weakness, opportunities and threats. Through this they able to take
decision and plan properly in order to improve weakness and grab opportunities. SWOT analysis
of Beauty Giant is given below:-
Strength Weakness
 Respective company is one of the
leading and famous brands of United
Kingdom (Zolkifly and Baharom,
2016).
 They have effective R& D department
which come up with new and
innovative idea.
 Beauty Giant offer variety of toiletries
for both men and women.
 They have huge competitions which
offer same type of products and
services at marketplace.
 They are not able to expand their
business outside United Kingdom.
 Along with this profit margin of
respective company is low.
Opportunities Threat
 Respective company can expand its
business at international level which
helps them in attracting more and more
customers.
 They can also introduce organic as
well as natural cosmetic products which
are made up of natural flowers, leaves
and other materials.
 There are various big companies which
offer same variety of products at
international level.
 There are some companies ad well
peopled which conduct negative
publicity so that company lose their
potential customers (Zolkifly and
Baharom, 2016).
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CONCLUSION
From above evaluated point it can be concluded as well as evaluated that in an organization
marketing plays an important role because through it they able to attract more and more
customers and aware them about products and service offerings. Along with this, it also helps
other departments in order to conducting their activities as well as other departments also help
them too in conducting activities for attaining goal. There are various activities which are
conducted by a firm when they are introducing new products or expanding business such as
market evaluation through marketing mix. This is consisting of 7 P’s i.e. product, price, place,
promotion, physical appearance, people and process. Moreover, they also need to develop
marketing plan which include all the necessary information related to business such as overview
of company, objective, vision, mission and so on.
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