Marketing Essentials: Beauty Giant Cosmetics Report - UK

This report provides a comprehensive analysis of the role of marketing within modern organizations, using the UK-based cosmetic company, Beauty Giant, as a case study. The report delves into the importance of marketing in promoting products and services, and attracting customers. It examines the marketing plan for Beauty Giant, including its product launch, marketing mix, and strategies for segmentation, targeting, and positioning. Furthermore, the report includes a SWOT analysis and PESTLE analysis to understand the market dynamics and challenges. The report explores various marketing concepts such as production, product, selling, marketing, and societal concepts, emphasizing their relevance in the current competitive landscape. It also covers the role of the marketing department and its responsibilities within the organization. Overall, the report provides a strategic overview of marketing in the cosmetic industry, highlighting the importance of a well-defined marketing plan for business success.

MARKETING
ESSENTIALS

Contents
INTRODUCTION...........................................................................................................................3
TASK 1...........................................................................................................................................3
Role of marketing in modern organization.....................................................................................3
TASK 2...........................................................................................................................................6
Marketing plan for beauty giant.....................................................................................................6
Porter value chain...................................................................................................................11
REFERENCES............................................................................................................................13

INTRODUCTION
Marketing is the process of promoting buying and selling of the company. It helps the
company in promoting its product and services. Marketing is not just about promoting but
consists of many factors like price, place, promotion etc. The report will focus on role of
marketing in modern organization and for this purpose it will take UK based cosmetic company
Beauty giant. Furthermore, it will show the marketing plan of the same company who is
launching its product for the first time along with marketing mix and segmentation, targeting and
positioning of the product.
TASK 1
Role of marketing in modern organization
Beauty giant is a UK based company that deals in selling cosmetic products of both men
and women from various renowned brands and have established itself in the market. It increased
its sales through promoting its product at various platforms and through different techniques. In
short span of time it captured large market share of UK through marketing.
Marketing is the process adopted by the company to promote their products and services
and to attract large number of customers to increase their sales and market share through various
strategies like advertising, personal selling, using social media platforms etc. marketing is not
just about promoting the product but it is more than that which consists of lot of factors.
Marketing is a discipline that involves actions of the company which it undertakes to attract
customers and maintain relationship with them to gain customer retention and loyalty (Allen,
2016).
Marketing is not a new concept, it started with the time when companies were getting
incorporated and business was setting up. The manner and way has changed but the concept of
marketing is still there. It can be consider being the soul of the business (Posthumus, 2015). The
marketing concept is a philosophy that is used by the company to analyses needs of the
customers better than the competitors to retain the customers. The marketing concepts are:
● Production Concept - The human nature is to get attracted to products which are widely
and cheaply available. The production concept states the same, where the company
produces products on a large scale to maximize profitability. The beauty giant does not

produce products instead they outsource production and in near future are planning to
produce cosmetics where they will implement the product concept.
● Product Concept - The concept based on three key characteristics; quality, performance
or innovative features of the product. This concept lays emphasis on consumer more than
production (Venter, Wright and Dibb 2015). The consumer tends to get attracted to
products which provide better value with better quality and features and this impacts the
loyalty of the consumer towards a particular brand in the market. The Beauty giant has a
goodwill and a good reputation which can be used to take advantage of the existing
consumers and their loyalty towards the brand.
● Selling Concept - This is an important tool for the business. The consumers which are
exposed to aggressive marketing yield greater conversion and are more likely to buy a
particular product. As the change in time can be observed in the market which shows
selling concept is not enough and is incomplete without marketing. The Beauty Giant will
require to sell its product aggressively to the consumers in the market to successfully
capture enough market share.
● Marketing Concept - In the era of tough competition in the market every business is
required to implement the marketing concept. The business with a better marketing is
tend to have a competitive edge over its competition. A marketing with targeting the right
audience for the product can be more efficient and effective in reaching to potential
customers. At the end of the day marketing can play a key role in the business. The
Beauty giant would require a marketing strategy with targeted marketing to generate
maximum revenue.
● Societal Concept - The concept revolves around society welfare. It lays emphasis on
consumer satisfaction, welfare of the society or environment over the profits of the
company. It is an ethical concept which is the most progressive strategy for the business
to grow with the society. The business shall be responsible towards its duties and
responsibilities towards the society while generating revenue. The Beauty giant can be a
responsible brand by implementing ethical cosmetic testing, non animal testing, safe to
use products for humans while implementing this concept.

The role of marketing department in a business is vital. The marketing department is not
only responsible for marketing of the products or brand but also responsible to create a brand
image in the market. The marketing department is also responsible for understanding the market,
its potential consumers and competitors. The analysis of the market and strategising for that
market is the function of the department (Venter, 2015). The Beauty Giant is at the verge of
launching its own product which will require a marketing strategy created for the brand which
can establish its own products in the market with its existing products which the brand sells on
behalf of other brands which produce them. The product which is being produced by the Beauty
giant from scratch, puts responsibility on the marketing department to strategize effectively and
to grow the brand image of Beauty giant. Marketing department also shares a lot of responsibility
in the company. It is responsible for setting market strategy in compliance with goals of the
company. For ex. - to enter into a new sector or to reach wide range of customers etc. it is
responsible for market research which helps the company in gaining market opportunities and to
gain better understanding of customer needs. Marketing is also responsible for internal and
external product development which means either to develop new product or to improve the
existing one.
Marketing and production work together on new products. Through marketing one can
find out what people actually want and hence can set up the production limits. Hence, in the
company they work together to create a product that both the market wants, and they are able to
efficiently produce. The other phase of production in marketing is that, the company can have
people that will add features and upgrades that costs more to produce, pushing the end product
more expensive, say Beauty Giant is selling X product with Y and Z features, and its competitor
sells same product without Z feature which reduces the price.
Marketing and HR work together bring benefit from collaboration. As commonly said,
our employee is our first customer. If they will be happy from the products manufactured by the
Beauty Giant company, then they will become agents of our brand to ensure more candidates can
join the company. Marketing helps HR department by creating good advertisement for inviting
applicants to join the company and when candidates selected are efficient, they lead to overall
success of the organization. In short, marketing helps in recruiting good employers.

Finance is the main pillar of marketing on which growth and profits of company are
dependent. For eg, without advertising and publicity the sales of company products will not
improve and without sales there will be no profits. So without marketing there will be no need
for finance and hence no ways to increase the profits. Therefore, successful marketing need to
have strong base of finance.
Marketing is responsible for the entire environment in which exchange of value takes
place. Identification of customers, their needs, and how much value they place on getting those
needs, is identified via marketing. Marketing is responsible for communicating with customers
about products. Marketing is also responsible for listening to customers and communicating back
to the provider about how they are satisfying customer needs.
TASK 2
Marketing plan for beauty giant
Executive summary
Beauty giant is an UK based cosmetic company that deals in providing toiletries for both
men and women. It used to deliver products to the customers of different international brands
and has established good reputation in the market. The beauty giant has 50 branches in UK, it
has high customer base and quite a good market share. The company is now introducing a new
product on its own named as ‘Forever Young’ which will target both male and female who are
above 30 and will focus on removing their ageing effects. The product will be launched as anti
ageing cream which will remove dark patches on the skin of both male and female and will
reduce the ageing effects on their skin. The vision of the company is very clear that it wants to
be number one company in the cosmetic industry by launching more and more products of its
own to the customers. The mission of the company is to provide the best product to its customers
with essential skin care oils and ingredients at nominal prices.
Business objective
The objective set by Beauty giant before launching the product need to be adequate as
well as specific and attainable. The objectives of the company are:
● To increase sales and profit of the company by 40 percent in 1 year.
● To retain 80 percent of the customers till year 2020.
● To attract 50 % of new customers till year 2020.
● To launch more products produced by the company itself.

● To increase the market share of the company by 50 % till year 2021.
● To provide the best product to the customers containing natural ingredients and essential
oil.
Market analysis
Before launching the product, the company needs to do market analysis by SWOT and
Pestle analysis to get better understanding of the market before launching the product.
SWOT analysis of the company:
Strength - It has strong customer base which will act as a strength for the company when
it will launch a new product. The beauty giant company has a good reputation in the market
which will help the company in establishing new product (Gürel, 2017). The other strength that
will work for the company is fantastic product and product portfolio. The company will focus on
anti-ageing creams which will keep the brand portfolio strong. The other strength of the
company is its high quality products which helps it in retaining its customers and can help it in
launching its new product very easily.
Weakness - As the company is launching its product for the first time therefore attracting
customers for its own product can be a tough task for the company. The other weakness of the
company can be its competitors that are already dealing in this product and can affect sales of
beauty giant company. The other weakness of the company is that it has less skilled employees
which can create an issue for the company and its new product because unless and until
employees are not skilled, products cannot be sold. The other weakness is that company spent
less on research and development which again works as a weakness for the company.
Opportunity - As the company has already 50 branches in UK, therefore it has an
opportunity to expand its market in more areas through opening more branches which can
increase sales and profit of the company (Posthumus, 2015). It can develop more products
which it will produce on its own with adding natural ingredients and oils to attract more
customers. Company can hire new skilled employees who can treat the customers right and can
make them aware about the new product through personal selling with efficient and improved
communication skills

Threat - The threat that can arise for Beauty giant company is the emergence of many
local brands that can decrease the sales of the company as consumers can shift to the other
brands easily. The other threat is the unstable condition of the government related to its laws and
policies which can create problem for the company. Economic recession can also hit the
cosmetic business and can lead to unemployment and loss of customers which can decrease the
sales of the company.
Pestle analysis of the external environment
Political factors - The political factor that can affect Beauty giant company is Brexit as
the UK decided to exit from the EU, the terms of this withdrawal will affect the company and its
operations (Schlegelmilch,2016). The other important factor that can affect the company is
European cosmetics regulation which contains all the regulations that a cosmetic company need
to follow which includes aspects like safety, responsibility, etc. need to be addressed by the
company.
Economic factors - The economic factor that affect the company can be rise in
unemployment rate which indicates that part of customer has lost their purchasing power and this
affect the sales of the company as before cosmetic everyone would demand basic necessities.
The other factor can be slow economic growth which can affect the sales of the company as well.
Social factors - Consumers are concerned about their skin and try to find out products
that are best for their skin and can suite their skin types in terms of ingredients, tones etc. the
product made from chemicals can affect the sales of the company as no customer would want to
apply chemical on their face.
Technological factors - The technological factor that can affect the business of Beauty
giant is the technological advancements and innovations adopted by other companies (Biener,
2017). The online services provided by other firms operating in the same field can affect the
company. Furthermore, the rise of internet let customers obtain information and review about the
product which can either decrease or increase the sales.
Legal factors - In UK, cosmetic product regulations regulate the safety of cosmetic
products and set standard for cosmetic companies to follow in order to protect the customers.

From labeling to branding, it even regulates labeling of their products along with list of
ingredients, expiration, warning statements etc to the customers.
Environmental factors - In UK, government is focusing on having environmental friendly
products which does not harm the environment. Companies that use ecofriendly products are
more likely to receive friendly feedback from customers and can create a positive public image
Segmentation Targeting and Positioning
Segmentation - Segmentation is the process of dividing the target market or audience
into subgroups so that it is easier to manage them. It leads to better customer experience, better
brand recognition, and higher profitability (Heinze and et.al, 2016). The right segmentation
strategy means using demographic, psychographic, behavioural and geographic lines (STP,
2018). The market segmentation of ‘Forever Young’ is based on demographic factors that
includes and target both men and women above 30 years of age with nominal income. The
company also takes geographic line into consideration by selling its product just in UK and by
capturing customers of UK. Hence, it can be presented that business unit will mainly segment its
customer base on the basis of demographic (gender, age & income) and geographical aspects.
Targeting - It evaluates potential attractiveness of each segment and select one or more
segment tom sell the products. To choose target market the company need to see the size of each
segmented market which it selected. Then the company must differentiate between each segment
to see the difference (Malhotra, 2015). The forever young will target people above 30 years who
are facing skin ageing and therefor to avoid it the company will target such customers by
providing them with anti-ageing product. Hence, differentiated targeting strategy will be
undertaken for influencing purchasing decision of each target group.
Positioning - Product positioning means where the company wants its product to be. The
company can position its product under luxury class, economy class, family class etc. depends on
its price and quality and the image of the company (Allen, 2016). The forever young will focus
on position itself under economy class as it is the first product of Beauty giant and introducing it
in economy class will be beneficial for the company as all other companies' sale anti-aging
products in high range. The company to position its product in the mind of the customers will use
cost leader strategy, by providing products at lower price than the competitors to the consumers.
Hence, mainly business entity will position its product in market on the basis of quality, features
and cost effectiveness.

Marketing mix
Product - The product offer by Beauty giant is anti aging cream named ‘Forever young’.
It is the first self manufactured product of the company which will target customers who crosses
30 years of age to make them get rid of aging effects on their skin (Heinze and et.al, 2016). The
product will come in tube with all the natural ingredients that will not harm skin of the
individual. The product will not use any chemical which will attract the customers to buy it even
more. The product will be containing soothing effect on the skin along with all the essential oils
and ingredients that can heal individual’s skin from dark patches, wrinkles etc.
Price - Price of the product refers to price paid by buyer to purchase the product (Shields
and et.al, 2015). It is the most important decision for any company no matter how many products
it has already launched. The success of the product mostly depends on its price strategy. The
company will decide its pricing strategy by keeping in mind its competitors as well as high and
low cost service providers. As being the first product of Beauty giant, the company will choose
economic price strategy in which the product will be launched at low price and will be able to
attract many customers as the competitors of the company offer anti ageing creams at high price.
Place - The product of the company need to be available to the customers at the place
where they expect it to find it. The Forever young will be available at supermarkets, medical
stores, and salon (Babin, 2015). The company will also make the product available through
online platform by developing its own website which will make it easy for the company to reach
millions of customers.
Promotion - Without promotion the company cannot reach to customers therefore by
choosing appropriate channels company can promote its product. To promote forever young, the
beauty giant company will use its brand image which it already established. It will use personal
selling in which it will use door to door technique to reach out to its customers to make them see
the benefits of the cream. It will also use social media platforms like Facebook, Instagram to
publicize the product and increase sales.
People - People play an important role in delivering services to the customers. The staff
of the company need to be fully trained, confident and need to have good communication skills
in order to address the complaints of the customers (Blythe, 2019). The employees of the
company need to be skilled in delivering good services to the clients so that the company can
retain them.

Processes - The processes involved in the delivery of product will affect the satisfaction
level as well as experience of the customer and will decide how much value it has created for the
customer. The process of the company may include delivery time of the product to the customer,
aftercare of the customer, website user experience etc.
Physical evidence - The physical evidence of the company is its 50 branches all over UK
and also brand reputation of the company which it has established among few years. The
physical evidence will help the company in attracting customers and creating large market base.
Budget
Particulars Figure (in £)
Expenses (Traditional promotion via
newspaper, books and articles)
£7000
Advertisement via social media £10000
Control
KPI’s Ways to monitor progress Recognition of objective
achievement successfully
Sales, profit and market
share
By making evaluation of
current performance in against
to benchmark ore KPI
performance will be monitored
or evaluated.
Business entity can make
evaluation of such aspect by
comparing figures of sales,
profit etc in against to rival
firms.
Porter value chain
The porter value chain is the process of viewing organization, it is made up of subsystem
with inputs, transformation process and outputs. It involves consumption of resources which
includes money, labor, materials administration and management etc. the value chain activities
are carried to determine the cost and profit of the beauty giant company. It is divided into
primary and secondary activities.

Primary activities
Inbound logistics - The relationship of giant beauty with its suppliers which include
activities required to store and receive cosmetic products (Venter Wright Dibb, 2015).
Operations – it involves packaging of all the raw cosmetic products into nice packaging.
Outbound logistics – it involves distributing the product among customers which is done
via stores and online platforms
Marketing and sales – For this purpose, Giant beauty uses advertisement, sales persons
and social media apps.
Service – The giant beauty takes feedback from its customers about its product on
monthly basis to see if the customers are satisfied with the service or not.
Secondary activities
Procurement – Giant beauty acquire its inputs from its fixed suppliers of UK.
HRM – It recruits the employees on the basis of communication skills as selling cosmetic
product is all about skills.
Technological developments- The firm uses updated technology to sell its product and to
make its work fast and efficient. It really fast adopt new technology in the company.
Infrastructure- The giant beauty firm is situated in UK where all its operations related to
finance, accounts, legal, government relations, general management etc take place effectively.
CONCLUSION
The report concluded how important role does the marketing play in any organization
whether it is small, medium or big, Marketing is the essence of any company who wants to
increase their sales and profit. With the help of marketing any organization can create its image
in the market. The report concluded the concept of marketing that are important to be overlooked
by the company in understanding the scenario of market. The report later showed how marketing
plan is made in case of launching a new product with the help of STP and marketing mix of the
product which includes 7 P’s of marketing that help in positioning the product in the market.