Marketing Plan for Beauty Giant's 'Forever Young' Anti-Aging Product

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Running head: MARKETING
Marketing

MARKETING 2
Table of Contents
Introduction................................................................................................................................2
Part A: The role of marketing in modern organisations.............................................................3
Part 2 Ways of using marketing mix for achievement of business objectives...........................9
Conclusion................................................................................................................................13
References................................................................................................................................15

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Introduction
Marketing is a significant part of the context of the organization. It entails the understanding
regarding marketplace, customer demand, developing profitable relations, facilitate quality
between customers and customer-driven market approach. Beauty Giant has realized the
significance of customer association and they are making efforts for obtaining the innovative
strategies with respect to marketing approach in business (Chernev, 2018). The awareness
about marketing essential is high in the existing market scenario across the globe. This
assignment relies on a mini case study that demonstrates that Beauty Giant is a cosmetics
selling company. It sells world renounced brands. It has decided to launch a new anti-aging
product called ‘Forever Young’ that is situated in across the UK. This company would
implement a customer-focused strategy to develop its beauty product in the cosmetic market
place and this approach supports this small company to attain more profit. The current report
concentrated on marketing essentials that is a vital aspect for enhancing the growth of Beauty
Giant in the modern era of cosmetic business. This report would describe the marketing role
in the initial stage and would also depict towards the interrelation of marketing with the other
task and activities of the Beauty Giant Company (Olson, Slater, Hult, & Olson, 2018).
In the second part, this report would compare the techniques of implementation of marketing
mix approach in the Beauty Giant Company to increase the demand of company’s new anti-
aging product ‘Forever Young’ in the marketplace. This strategy would help the company to
achieve its organizational objectives and goals. Along with this, a basic marketing plan would
also be developed and analyzed by this report for Beauty Giant Company (Moutinho, &
Vargas-Sanchez, 2018).
Moreover, it is found that Beauty Giant delivers their products and services on heavy
discount then the teams of marketing requisites to converse with production and finance

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department of the organization. Moreover, the function of marketing could lead to the
organization for linking together in increasing the organization profitability. The key activity
of a marketing manager is to enhance profitability by increasing the sale of the organization.
It could lead to getting reliable information towards the organizational task. Moreover, the
finance department offers a suitable budget in the department in the planning and operation of
the marketing plan. It is evaluated that the production section communities in the logistic unit
to meet the supply and demand of goods and services. The human resources plan are created
according to market trends, target consumers, and sales. It is addressed that functional units
of the organization could correlate with each other to being a successful plan of the marketing
of the firm (Shaw, 2016).
Part A: The role of marketing in modern organizations
The function of marketing could be described as the imperative facet in the business
organization that supports the Beauty Giant company to know their customer’s mind and
develops the effective anti-aging beauty product for obtaining high revenue. It would also
facilitate the company to promote their products in an effective manner. These marketing
functions are used by Beauty Giant Company to run their business smoothly and maintain its
position in the market place (Baker, 2016).
Marketing functions consist of various practices which are development process, customer
service, sales and promotion, marketing research and finance. The marketing function is
accountable for the growth and development of the company as it involves several
responsibilities of the business firm. There are certain functions that are involved in the
marketing that are a sales support system, finance team, human resource department,
distribution system, marketing research, product development, and strategy management.
These functions of marketing that are mentioned above, have their own role for increasing the
profitability of the company. The main role of marketing functions considers communication,

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distribution, promotion, selling, product development, finance, and market research. In the
Beauty Giant Company, there is an effective relationship between marketing function and
other functions of the company (Chonko, & Hunt, 2018).
(Source: Chonko, & Hunt, 2018).
Marketing functions act as a part of a company and it connects the functional units with
another department of the Beauty Giant Company with each other. The company could
perform efficiently by using appropriate marketing functions. These functions required back
up of other operating division of the organization to increase their profitability. A company
could achieve their organizational goals by making an effective marketing plan. At that time,
the company needs to the cooperation of the human resource department, financial
department, production department and sales department of the organization (Chonko, &
Hunt, 2018).

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Concept of marketing
The marketing concept will be effective to make a reliable conclusion. The marketing
concept could divide the major concepts and facilitates to make a reliable decision towards
the launching of a new anti-aging product of Beauty Giant (Baker& Saren, 2016). The
marketing concepts could be considered the upcoming trends and current trends for making a
successful marketing plan. There are certain factors that are considered in a marketing plan
like marketing, product, selling, societal, and production, which leads to gettinga reliable
outcome.
Production concept
The production concept is used to comprehend consumer perception as it motivates the
consumers for purchasing the goods of the organization. It could also influence the huge
number of consumers. This concept also leads to the organization to offer goods and services
on behalf of the willingness of consumers. Hence, the operational capability of the firm might
concentrate on influencing the production rate (Bagozzi, Rosa, Celly, & Coronel, 2018).
Product concept
The product concept is effective for comprehending the consumer felling towards the
selection of goods and services. From the evaluation of this concept, it is found that there are

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certain factors that are considered by the consumers named quality, innovation, and money
approach. These consumer concepts could lead to Beauty Giant for attracting consumers to
get higher benefits (Gummesson, 2017).
Selling concept
The mindset of the modern consumers could be attracted the considering the promotion
method as it leads to the consumers to concentrate on goods and services that are
aggressively endorsed by the market.
Marketing concept
The concept of marketing could demonstrate target consumers requirement in the delivery of
its goods and services. For competing for the competitive market, the business company
requisites to deliver higher value to the goods and services (Martín-de Castro, 2015). The
concept of marketing demonstrates the brand value of the firm. The firm could increase the
connectivity with the targeted consumers, which will lead to gettinga reliable outcome. The
higher brand value could increase possibilities of getting higher outcome (Homburg, Jozić, &
Kuehnl, 2017).
Societal Marketing concept
This concept shows the major focus over needs and requirements of target consumers, so the
consumers will prefer our brand over the other contemporaries in the market (McDonald,
2013).
Roles and responsibilities of marketing with respect to the marketing environment
Marketing could play an imperative role in the accomplishment of the organizational task.
The management of marketing is determined as the procedure of planning as well as the
execution of different marketing concepts (Watrobski, Jankowski, & Ziemba, 2016). The
concepts of marketing could consider different elements that might consider sales, promotion,
distribution, and pricing, which could compliment to the targeted audience of the firm. The

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marketing concepts could consider different factors as it could be associated with different
factors such as market strategies,marketing information system, market strategy, market
segmentation, and brand equity as it is discussed as below:
Market strategies
The primary aim of the marketing is to make the marketing plan by which the business
function will be operated. The executives of the company requisites to comprehend the needs
of targeted consumers with respect to offer target customers and offer its goods and services
and accordingly (Hüttner, 2018). In addition, it is also examined that the development of the
marketing approaches brings the relationship between market opportunities and
organizational objectives (Järvinen& Taiminen, 2016).
Marketing information system
There are certain factors that are considered as the marketing information structure like
implementation, product, controlling, and planning of the marketing approaches. For
illustration, MIS demonstrates the data about logistics on a real-time basis that supports the
distribution network effectively (Järvinen& Taiminen, 2016).
Marketing research
Marketing study will be effective in operating the business and reach a reliable conclusion
(Homburg, 2016). The study considers the general product, consumers, and price
understanding with respect to communicate with the best practices of goods and services of
the company.
Market segmentation
The market segmentation is used by Beauty Giant for classifying the goods and services as it
would be effective for business sustainability. The marketing manager of the firm will
support the determination of the consumers in the large diverse market and supports to have
products and services of the firm among them (Atwal& Williams, 2017).

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Key elements of marketing functions and interrelations with other functional units of
organization
The marketing functions could be associated with different acts like advertising, finance,
distribution system. But, at the same time, it is found that these acts are considered by the
firm due to getting reliable data (Ingenbleek, Meulenberg, & Van Trijp, 2015). The key
components of the marketing activities are discussed below:
Research
In the current era, the research could play an imperative role in the operational activity of the
firm. It could be considered as the most imperative marketing acts, which could lead to
accomplishing the marketing objectives (Gaul& Baier, 2019). This study supports to get
valuable data about the factors, which might be directly affected by the business procedure. It
is also examined that there are certain factors that might affect the business operation named
raw materials, resources, finance, and logistics. It could also be effective in the business
process and meeting the aim of the study. It could also be effective in operating the business
and meet the aim of the study (Di Benedetto& Lindgreen, 2018).
Strategy
After the gathering of data from the study, the organization will be practiced to evaluate the
weaknesses and strengths of the operations of a business. It could be effective in evaluating
the different marketing strategies for operating the business and leads to get a reliable
outcome (Mariani, Di Felice, & Mura, 2016). The strategy offers a reliable policy in
developing the marketing plan for succeeding the market atmosphere. It could also lead to
build all the realistic approaches and results that are measured by the study (Balderjahn,
2016).
Planning

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After the completion of the process of strategy, the next key acts of the marketing is planning
procedure. The department of marketing could consider certain acts like sales figures
forecasting, communication, financial planning, and business functions. The department of
planning could use a specific timeline to make a plan with respect to the marketing strategies
and converting the organizational goal in success (Lovelock& Patterson, 2015).
Tactics
The key role of marketing activity in the beauty giant is tactics. These are short term plans
that are executed for influencing the target customers. It entails limited period offers that
facilitate the promotional boost in marketing plan like offers related to buy one get one free
product. It supports in confronting the initial pressure through competitors and enhance sales.
The above mentioned is the evaluation and assessment of key components related to
marketing functions (Baker & Parkinson, 2016). The interrelations of the key function of
marketing with other functional units of the company are discussed by given below:
The marketing functions are highly associated with other functional units of business
companies. It can be explained with an illustration of a finance department connection with
the marketing department. The marketing functions are highly associated with the functional
business unit. The marketing functions require the economic resource for planning,
execution, and research as well as evaluation regarding marketing strategies and planning
between business. It is facilitated by the finance department of the corporation (Morschett,
Schramm-Klein, & Zentes, 2015).
They require human resource from the HR department, economic support from the finance
department as well as logistic from the distribution network. The operation of marketing
should be interacted and supported by another department of a corporation.

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Part 2 Ways of using marketing mix for the achievement of business objectives
Application of marketing mix in the marketing planning process in different
organizations
The marketing mix is applied in the process of marketing planning to attain the goals and
objectives of an organization. The business organization implements several different
techniques for practicing the marketing mix between their organizations. It is relied on
demographic markets, products, and services of the company, market size as well as the
company’s size (Chernev, 2018). The marketing mix is a technique that aids marketers for
comprehending their products. The common application regarding marketing mix entails 4 Ps
of marketing that entails product, price, place, and promotion. This approach was later
extended to 3 P’s of marketing with people, process, and physical evidence (Olson, et. al.,
2018).
Beauty Giant is a cosmetic company that wants to launch a new anti-aging product called
‘Forever Young’. However, the customers focused approach supports the company for
evolving and making its position in all over the UK (Di Benedetto, & Lindgreen, 2018). This
was created due to the application of an extended marketing mix by using a customer-centric
approach. There are different business companies that spend a high amount of money over
the advertising, marketing procedure, research and development and promotion (Moutinho &
Vargas-Sanchez, 2018).
However, they are unable to get a response as Beauty Giant. The key cause behind the growth
of Beauty Giant understands the consumers and markets through marketing essential
techniques and developing the goals and strategies of organization with customer satisfaction
approach (Baker, 2016). The use of the marketing mix in a marketing planning procedure is
focused over the dimension of the product, pricing strategy, place of product selling, as well
as promotional practices of Beauty Giant. The extended marketing mix describes the

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significance of delivery procedures, offering physical evidence to customers and most
significantly emphasize individuals (Shaw, 2016).
Different tactics applied by the organizations to achieve business objectives
Companies use different organizational culture and implement the tactics for attaining their
relevant objectives of the business. The successful company like Beauty Giant utilize 7P’s of
marketing mix in marketing planning procedure for accomplishing the objective of an
organization (Chonko & Hunt, 2018).
Basic marketing plan for Beauty Giant
The key marketing plan for Beauty Giant can be developed by using particular tasks. The
company should create the clear knowledge regarding potential consumers, being a cosmetic
company; Beauty Giant should develop a clear investigation in the market and comprehends
the key company’s objective for particular products and services (Di Benedetto, & Lindgreen,
2018). In addition, detection of target customers is an important aspect in marketing planning
procedure after an investigation. An organization should be clear on its final customer to
make the plan significantly (Baker & Saren, 2016).
Beauty Giant assesses the investigation and creates the strategies as per the needs and wants
of the market. It demonstrates the budget for marketing practices and develops goal and
objectives by using a particular timeline. It evaluates the marketing plan as well as monitors
the outcomes for assessing the effectiveness regarding marketing plan (Bagozzi, et. al.,
2018).
Coherent marketing plan which tactically applies 7P’s to achieve marketing objectives