Marketing Essentials Report: Marketing Strategies for Beauty Giant

This report provides a comprehensive analysis of Beauty Giant's marketing strategies, examining key roles and responsibilities within the marketing function and its relationship to the wider organizational context. It delves into the application of the marketing mix, comparing Beauty Giant's approach with that of The Body Shop, focusing on product, price, place, and promotion strategies. The report also explores the importance of interrelatedness between the marketing department and other functional departments such as human resources, production, finance, and research and development. Furthermore, the report outlines the significance of marketing functions in the context of the environment. The report concludes with a marketing plan for Beauty Giant, offering valuable insights into their current practices and potential areas for improvement. This report is contributed by a student and available on Desklib, a platform providing AI-based study tools and resources, including past papers and solved assignments.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1.Explain the key roles and responsibilities of the marketing function...............................1
P2.Explain how role and responsibilities of marketing relates to the wider organisational
context....................................................................................................................................3
TASK2.............................................................................................................................................4
P3 .Defined the comparison between different organisation by applying the marketing mix:-. 4
P4. Produce and evaluate a basic marketing plan for an organisation...................................7
CONCLUSION :............................................................................................................................11
REFERENCES................................................................................................................................1
.........................................................................................................................................................1

INTRODUCTION
Marketing is coined as the essential factor of the system which help is determining the
customers demand, knowing the actual industry and also helps the organisation in formulating
the strategies which helps the organisation in attracting the target customers. Marketing is also
refer to the term which help the business in promoting,advertising and delivering products to
their potential end users. In this current report the selected organization is Beauty Giant which is
the big establishment selling the beauty products all over the UK. This report mainly focuses on
the duty and obligation of merchandising and also on the their inter-relatedness to the other
functional departments. Apart from this it also covers the applications of marketing mix which
assist the business in successfully attaining their goals and long term vision. Along with this this
assignment also concentration on developing the merchandising plan for the company like
Beauty Giant.
TASK 1
P1.Justify the key duty and obligation of the marketing purpose.
Marketing is the core for the organisation in order to found a kinship with their
customers. It essentially deals with the process of satisfying their customers by providing them
the products of their expectations. There are number of marketing function which are perform
by the business as these functions are affiliated to the occurrence of the system. In order to
execute these function manager focuses on performing all his role and responsibilities which will
lead the organisation towards the stages of growth(Babin and Zikmund, 2015). Beneath
mentioned are the part and duty which are needed to be perform by the manager of Beauty
Giant :
Formulating strategies: This is the primary function which has to be consider as
formulating a proper strategies is the most important function for marketing a product. Beauty
Giant must focus on the development of strategies in such a manner so that their business can
achieved their goals and targets within a span of time.
Market research : This function allows the company to research and analyse their
market so that all the relatable information can be collected regarding the process of marketing.
This will support the manager of Beauty Giant to interpret the current inevitably and

expectations of their customers so that the company can give more emphasis on producing the
products demanded by the customer to increase their sales margin.
Product designing and development : This utility enables the manager to design and
develop the commodity which are of attractive nature, packaging and design so that the
customers get more attracted towards it increase the profits margin of the business Beauty Giant
by increasing large customer base(McDaniel and et. al., 2012).
Brand management : this is the tool which would help the manager of Beauty Giant in
building the brand value and the growth of the brand in customers mind. By increasing the brand
value it will support them in increase their brand recognition and image so that the customers can
purchase the product just by the name which leads to increase reputation and profitability in the
market place.
An intellection of key duty and obligation of the merchandising in environment:
The activity of selling is not only essential for the organisation but also plays a significant
part and duty in the context of environment:
Monitoring marketing environment – For smooth functioning of the business the
manager of the company Beauty Giant must consider all those factors such as external factors
which have affected the working of the organisation. Continuous monitoring of market will help
the business in determining the needs and wants of their customers and will also benefits the
Beauty Giant with certain competitive advantage.
Creating customer belief, loyalty and satisfaction : Creating customer loyalty is very
crucial for the structure as this assist the business to grow with an increased profitability.
Customers are the assets to the business in order to achieve customer belief and loyalty the
organisation must focus on furnishing the quality of product to the client , building relations with
customers so that the customers can provide the business with the feedback about the problems
and help them to overcome .
Dealing with competition : The business of Beauty Giant is facing a huge level of
competition from its competitor in order to survive or b eat their competitor the company must
consider the formulation of different strategies which may leads to the success and growth of the
organisation. By identifying the strength and weakness of their competitor the company can also
have effective decision making process (Lipsman and et. al., 2012).

Through this it can be said that the function of marketing has a vital role and responsibilities in
both the aspects such as organisation and environment. This would also help the business of
Beauty Giant by supporting them to manufacture the products and services as per the
requirement of the customers.
P2.State how role and obligation of selling link to the wider organizational context.
The function of selling is not performed by the individual departments. Each department
perform this function in order to execute their activities significantly and are inter-related to one
another on some part(Papasolomou and Melanthiou, 2012). The business of Beauty Giant has to
perform various function which are interlinked to each other . This relationship between different
departments are mentioned below :
Marketing and Human resource department : These departments are connected to
each other in various way. Manlike resources sector are those which involves recruiting, hiring,
and selection of those candidates who fosters the skills and knowledge which is required to
perform the task whereas marketing department is the one concerned with the activities of
advertising , promotion of products and services. This both the departments are connected to
each other to some extent as the marketing departments requires a personnel who could perform
the tasks of marketing a product in the market for which it gives complete detail to the HR
department according to their requirement on that basis HR departments recruits the person who
are highly skilled and can perform the activity of marketing.
Marketing and production department : Here, the departments are interlinked as the
production department is concerned with carrying out the operation of producing goods and
services for which the marketing department provides the information about the current trends
and customers demands and expectation through which the production department execute their
activities of producing goods as per the quality required by the customers. It also enables the
organisation in gaining competitive advantage over their competitors.
Marketing and Finance departments : Finance department of the administration is the
least critical sector as this exit function the system with powerful concern base by assigning the
finances and cash in hand suitably. It is very essential for the structure to control their cost as this
directly impact their level of earnings(Purvis, 2015). These departments are interconnected as to
carry out the action of selling such as publicity, advertizing etc. the amount of fund will be
needed that will be provided by the finance department of the organisation.

Marketing and research and development departments : Research and development
department is the one which focuses on the needs of fresh commodity and technologies in the
industry to maintain their survival and for this the information regarding the current market
requirement and customers demand is being given by the marketing department(Baker and
Magnini, 2016). Through the data supply by the selling sector the department of investigation
and alteration execute their operation of producing the new products for the market so that the
sales of the firm can be increased and can maintain their sustainability in the competitive era.
Study the importance of interrelatedness between selling and other structural units of an
organisation.
The dependency of these department have a significant role in an organisation like
Beauty Giant as this would leads to the development of better relationship with the customer and
will also establish a relationship with different functional departments of the organisation. This
inter-relationship between the department will also help the business of Beauty Giant in
increasing the sales margin, brand value and image, goodwill and will bring a concept of
coordination in an organisation . In addition to this this would also help the business to improve
their function of marketing as well as the performance level of the employees to achieve their
goals inside a duration of period with the help of open communication about the different roles
and responsibilities of the members.
TASK2
P3 .Outlined the comparability between various structure by applying the marketing mix:-
Marketing mix is the strategy which is used by the organisation in order to conveyance
customer to buy the products and services. It works as a foundation for the business as it consists
of various tools and set of tactics which help the business in building their brands and products.
This tool is helpful for the business of beauty Giant as it will provide the business with the
current requirement of the customers so that they can meet the expectation of the customer and
can provide better quality of cosmetics products(Mueller and et. al., 2015).
Difference between the market strategies of Beauty Giant and The body shop
Elements Beauty Giant The body shop
Products Beauty Giant offers wide
range of products to their
The company like Body shop
also offers variety of products

customers such as cosmetic
products, personal care
products etc. It covers wide
area through out the world and
offers variety of brands.
such as electronic appliances
for the hair care, cosmetics,
and organic personal care
products, skin care products
and face care products and has
it presence in various countries
offering the customer products
according to their wants.
Price The company here is using a
pricing strategy which is price
penetration and cost leadership
at their initial level so that the
company can provide their
customer with the best price
and can capture the large
market share(Pike, 2016).
This company has adopted the
pricing strategy that is
competitive pricing and
skimming pricing strategy.
These pricing strategy will
allow company to compete in
the market and in skimming it
keeps it prices high as the
quality of the product is high.
Place Beauty Giant has its 50
branches all over UK and is
operating their business in
various countries tough with
the aim of availing their
product to each part of the
countries with the strategy of
effective distribution.
The body shop is operating
their business in almost 100
countries with the objective
that the products of their
brands should be in hands of
every one whether it be a
urban area or rural area so that
the needs of their customers
can be satisfied
throughout(Brooks and
Simkin, 2012).
Promotion The company here has focused
on various promotional
Here the company has focused
on advertising their products

strategies so that the company
can build large customer base.
For promotion of their product
the company has used some
promotional tools such as
online marketing, newspapers,
television etc. and has adopted
different different tag line
which once heard can stick to
the mind of customers.
with the help of huge
hoardings, billboards so that
the customer get attracted
towards these can can purchase
the products. Along with it
they have also focused on the
social networking sites to
promote their products.
Process They have focused on
delivering their products
through different online stores
and retail stores .
These stores also delivers their
products through their personal
sites or by franchising with
different sites to deliver their
products to their customers .
Physical evidence They have opted different
packaging style of their
customers which can be
remember by the customers
easily and has differentiated
their products from their
competitors(Carr, 2014).
They have focused on selling
their product with different and
unique colours which attract
the customers to buy the
products of their brands
through retail or online stores.
People As the Beauty Giant is
operating their business on the
large scale so they have
arranged some training and
development programmes for
their employees who can
attract large number of
customers by different styles
To enhance their business the
company here also focuses on
the strategy of conducting
seminars and training so that
the employees can be trained
and can enhance the
performance as well as brings
the company to the level of

of marketing of products. this
will help the company to
increase their sales and
revenues.
increase profitability(Brennan
and et. al., 2014).
Valuate various tactics in order to complete business objectives and goals:
The company has focused on using effective technique and tactics which will help them
to compete with their competitors in order to maintain their sustainability. Beauty Giant have
used these tactics which involves determining of customers taste,promotional activities,
valuation scheme, stigmatization line and many others. The company generally focuses on the
expectation of the customers , what they want and when they want so that the needs of the
customers as well as the objectives and goals of the organisation will be achieved within a period
of time(Hashim and Hamzah, 2014). Along with this, they follow assorted marketing channels
which assist them to take competitive advantage, solve strategies mistakes, increase profits and
achieve great success.
P4. Make and measure a basic selling program for an organisation.
Marketing plan is the blueprint that help the business in executing the future activities by
developing different marketing strategies. It outlines the strategies and tactics. This assists the
business to develop the plan for introduction brand-new commodity in the market . Marketing
plan for the Beauty Giant is as follows :
Overview of the company :
Beauty Giant is the world wide renounced brands selling cosmetic products. It deals in
the variety of range and brands . This brand provides product for both the personality type
women and men and is operating their business overall UK with the establishment of 50
branches. The company has now planned to establish a brand-new product in the market with the
name “Forever Young” which is anti-ageing products. To launch this product the company have
targeted 30market segments with the hope that this product will be successful and will leads to
the growth of the company.
Mission of the company : The mission of the company is to increase its customer base by
launching new product in the market(Desai, 2013).

Vision of the company : The vision of the company is to become world wide renounced
cosmetics brand which the consumer can recognise just by the packaging.
Marketing Objectives: The manager of the Beauty Giant have established SMART objectives
in order to capture the market over the rival firms.
 Specific : The primary objective of the Beauty Giant is to survive in the competitive
market by adopting proper plans and strategies.
 Measurable: Company focuses on increasing their customer base by increasing the
market share from 60% to 80%.
 Achievable: The business of Beauty giant decides to cover the market by the launch of
new product within the time frame of 2 months.
 Relevancy: In this business seeks to hold a reputed position by competing their
competitors.
 Time-bound : By launching fresh commodity in the market the company aim to achieve
its targeted goal within the time period of 6 months(Fırat, 2013).
SWOT investigation and PEST reasoning of the Beauty Giant :
This would enable the business to identify their strength, weaknesses and all those
opportunities and threats which are accessible to them.
Strength Weakness
 The company holds a large dispersion
channel all over the UK by capturing
large market portion(Purvis, 2015).
 The chances of market penetration in
the rural areas are less so it is a
drawbacks for the company.
Opportunity Threats
 Increased brand value and brand image
by the introduction of the new product
in the market place.
 The scourge to the company can be due
to the frequent change in the taste and
preference of the customers as if the
rival firm is offering better quality of
cosmetic the consumer may shift to that
brand.

PEST analysis of Beauty Giant :
Political factor : The company have high chances of survival in the UK economic system as the
rules and regulation over the UK economy does not changes frequently ,it will be a benefit to the
company of Beauty Giant to introduce new trade good in the UK economic system.
Social factors : the business of Beauty Giant will be at profitability as the use of cosmetic
product in the UK economy is done continuous basis(Baker and Magnini, 2016). It will comes
up with the best possible outcome.
Economical factor : As the economy of the UK is of developing nature the business have the
advantage to grow their business and survive in the UK economy for longer duration of time by
the launch of new product.
Technological factor : Achieving massive property for brand-new commodity launch by means
of Beauty Giant can be feasible only if the management have satisfactory cognition about
exercise of superior technologies to improve their products into market.
Marketing Mix of the new product ' FOREVER YOUNG ':
Product : The company like Beauty Giant can easily increase their sales and revenues by
launching a better choice of their commodity which will be consumed by the customers.
Price : The company must focus on the Cost leadership pricing strategies as this will help them
to grow their business by the launch of fresh commodity in the market and will allow them to
hold large customer base.
Place : The products should be launched at a place which are easy convenient to the public.
Promotion: For promoting new product the company must focus on direct marketing on
advertising through the newspaper and television as this will attract the large number of
customers.
Process : Complex process for operating a business should not be adopted by the company as it
may lead to confusion and duplication.
People : Highly skilled and knowledgable person must be considered by operating the activity of
marketing a new product(Mueller and et. al., 2015).
Physical evidence : Beauty Giant must consider the products and its packaging which help in
attracting the mass of people to buy new product.

STP for the business :
Segmentation : Segmenting a market would support the business of Beauty Giant in determining
which market segment should be captured to launch the new product so that the firm can achieve
the maximum amount of benefits.
Targeting: After the division of the market into small segment the company will focus on the
sector and target that sector by identifying which segment consumes more of beauty products.
Positioning : Positing would help the business to position their product in the market so that the
large market can be covered and customers loyalty can be gained(Pike, 2016).
Marketing Budget For Beauty Giant :
Before launching a new product the company creates a rough budget and estimation about the
cost which is going to be incurred .
Particulars 1st year 2nd year 3rd year 4th year
First
currency
10000 15000 4000 8000
Investment
funds
10000 15000 5000 2000
Total 20000 30000 9000 10000
Marketing
outlay
15000 3000 5000 2000
Promotiona
l activities
5000 3000 5000 2000
publicity 5000 3000 5000 2000
Direct
selling
5000 3000 2000 2000
Total 30000 12000 17000 8000
Monitoring and controls :
It is indispensable for the employer to fix a promotion and selling graph for introduction
a brand-new commodity in the market . It will aid the business enterprise in examine the actual
traits and state of affairs well timed and additionally aid them to reveal the scenario where they
are missing behind(Brooks and Simkin, 2012). And will also assist the organization in