Marketing Essentials Report for Beauty Giant: Marketing Plan and Mix

This report provides an in-depth analysis of marketing essentials, focusing on the cosmetic company Beauty Giant. The introduction highlights the significance of marketing in understanding customer needs and promoting products. The main body delves into definitions, concepts, roles, an...Read More

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
P1&2 Definitions, Concept, Role, Responsibilities and Interrelation with Other Departments. 1
Task 2...............................................................................................................................................4
P.3&4 design marketing plan and 7 P's.......................................................................................4
Conclusion.....................................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing is an essential function of organization. It does research of market and
understand the needs and wants of customers that helps in improve product and services of
organization. It does advertisement and provide information to all departments about market
condition for produce product according to customers’ needs and distribute product effectively.
Beauty giant is a cosmetic company and it has 50 branches in United Kingdom. So it is a very
popular brand of selling cosmetics. This report will cover the role of marketing and its
responsibilities, its interrelationships with other departments, marketing plan and marketing mix.
MAIN BODY
P1&2 Definitions, Concept, Role, Responsibilities and Interrelation with Other Departments
DEFINITIONS
Marketing refers to the group of activities through which company promotes and sells its
products to the end users.
Marketing is a business function and business concept through which company study and
create the relationships with its customers through promoting, selling and satisfying the needs of
the customers.
CONCEPTS
Marketing concept is the business principles which helps company to analysis and satisfy
its customers' needs and wants in order to increase sale, maximize the profits and gain
competitive advantages over its competitors. There are 5 marketing concepts which is
implemented by many organizations (Baker, 2016). These concepts are as follows -
PRODUCTION CONCEPT
Production concept is the oldest concept of marketing. According to this concept,
company would only produce those products and services which is profitable for them. Managers
were more focusing on the low cost, high production efficiency and huge distribution. Customers
had to consume only those products and services which companies produce and provide.
PRODUCT CONCEPT
In this concept, the focus was shifted towards quality of products. Customers started
focusing and consuming high quality products and services which lead companies to produced
good quality products and services. Thus, managers were putting their efforts in improving good
quality products and services which can attract the customers.
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SELLING CONCEPT
In this concept, due to mass production and high competition in the market, companies
started convincing their customers to buy their products through advertisements and personal
selling strategies. Here managers of the companies started focus on the increment in sales
transactions of their products and services in order to survive high competition.
MARKETING CONCEPT
In this concept, managers and companies were started focus on the need of customers and
their satisfaction level. Because, there were so many products available in the market and
customers only bought those products which was available to them at reasonable price and
fulfilled their needs. Thus, to increase the selling of the products, companies not only focus on
the promotional activities, but also focus on the customers' satisfaction.
SOCIETAL MARKETING CONCEPT
It is an extension of the marketing concept, in which companies take care of the
customers well being with customers' satisfaction. The focus on the managers of the companies
are on the fulfillment of the needs of customers without harming environment, natural resources
and their health. Beauty Giant company also follow this concept (Cooper, 2015).
ROLES AND RESPONSIBILITIES
Role and responsibilities of marketing department of Beauty Giant company are as
follows -
PREPARE MARKETING PLAN
Marketing department of Beauty giant company plays an important role in preparing
marketing plan which includes the marketing goals of the company, strategies and plans of the
marketing team, description of the target market, segmentation, targeting and positioning
strategies of the company. It helps company to focused on its high level plans and goals.
SETTING MARKETING STRATEGY
It is marketing department's role to prepare and implement marketing strategy for the
company. They set their strategy in the way that can be allied with the organizational goals,
objectives and strategies. Implementation of the strategies by marketing department has various
reasons such as to increase the sale of the products or to increase the market share or to launch a
new product etc. (Baker and Hart, 2016).
CONDUCT MARKET RESEARCH
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It is a key responsibility of marketing department of the company. It is done to identify
the current and future marketing trends, customers' perceptions towards Beauty Giant Company
and its products, competitive companies' products and marketing strategies. It also helps
company to get to know about the strengths and weakness of its competitors. These all data
collected through research which help Beauty Giant company to make future plan for the
betterment of the firm.
CREATION OF PROMOTIONAL MATERIALS
It is the role of Beauty Giant's marketing department to create unique and attractive
promotional materials in order to attract the new customers and retain the existing customers
towards products provided by the company. Promotional materials comprises corporate annual
reports, brochures, sales letters, visual aids for sales reps, newsletters, blogs and ads (Feng,
Morgan and Rego, 2015).
INTERRELATIONSHIPS WITH OTHER DEPARTMENTS
MARKETING WITH HUMAN RESOURCE
Without HR department, marketing department won't get the employees. To ensure the
fulfillment of the manpower with required skills and knowledge in marketing field, marketing
department have to closely work with HR.
If marketing department of Beauty Giant won't do their work properly so they can't create
brand image and goodwill which lead HR department to face difficulties with the creation of
Beauty Giant employer brand image in the market.
MARKETING WITH PRODUCTION
Marketing department of the company has to work closely with the production
department in order to ensure that products of the company satisfy the needs of the customers
and marketing department are the one who help production department to achieve its target.
Production department of Beauty Giant also has to closely work with the marketing
department in order to make them understand the products, its features and its advantages to the
customers. Also, they help marketing department to think innovate in order to produce new
cosmetic products.
MARKETING WITH FINANCE
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Marketing department of the company has to maintain closely relationships with the
finance department of the company to ensure the accurate fund allocation so that they can
prepare accurate budget and achieve their objectives.
Finance department of Beauty Giant is also interrelated to the marketing department of
the company because if marketing department is able to achieve their target, this lead company
to earn profits which means finance department will have more funds which lead them to work
more fairly and accurately (Sombultawee and Boon-itt, 2018).
Task 2
P.3&4 design marketing plan and 7 P's.
Marketing plan is a process that make by marketing manager of beauty giant and through
this it analyzes situation, sales forecast and also make budget. So in this process organization
make strategy for launch new products and improve sale and increase profitability and
productivity (Fill and Turnbull, 2016).
Executive summary :- this plan was covered all about plan because beauty giant launch
product “forever young”. So it has to make effective plan and cover vision of plan and mission as
well. Objective of this plan includes increase sales and provide well cosmetics to customers. It
covered STP model is and it stands for segmentation, targeting and positioning of product in
marketing. SWOT analysis stand for strength, weakness, opportunity and threats that use by
organization for analyze internal factors. That affect to organization so it includes in plan for
prevent them. PESTLE analysis was covered in plan and it is a tool of analyze external
environmental factors. 7 P's is elements of marketing mix, budget is important for whole work of
launch of product and evaluation was also covered in this plan and it important for monitor
performance of product in market.
Vision :- vision of beauty giant is to achieve organization goal and establish long term
relationship with customers through focus on success. It wants to reach on top rank and spread
their products and markets over 30's. It also has vision that adopt new technologies and
innovation for promote their products (Malhotra, 2015).
Mission:- To increase popularity of product “forever young” and increase trust and
make strong image in mind of customers. It provides human tested products for care of sensitive
skin. Provide customer satisfaction through according to their choice and wants.
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Objective :- beauty giant is a cosmetic selling company and it launches new product
forever young which is an anti-aging cream that is useful for aged people that have wrinkles. So
it reduces wrinkles and provide care of their skin. It has objective to increase sales of product.
Because in modern time every men and women pamper their skin so demand of this type of
cosmetic increasing day by day.
STP :- it stands for S- segmentation, T- targeting and P- positioning. Through this modal
marketing members of beauty giant study about situation. So before launch of product it
researches of market situation and this strategy is commonly used by organizations.
Segmentation :- it is an element of STP model that is use by Beauty Giant for segment to
all things like market, customer, age, gender and level of people demography for producing and
launch anti-aging cream. It divides all things and focus on people that their age of above 40 years
and it also focuses on gender like women because they are very careful about their skin and
pamper as well. (Yan, 2016).
Targeting :- it is an element of this model that use by beauty giant for target all things
according to segmentation. So in this process organization analyze about demand of forever
young. Members of marketing target quantity of product that they sale through online, product
sale according to chosen segment like women whose age above 40 years and high income class
for earn more profit. Target is set by organization in different way that also make plan for collect
revenue from every chosen segment. All these target helps in set plan.
Positioning :- Through this element beauty giant present their product in front of markets
in effective manner and provide forever young to all target sector, market, people and gender
according to their needs. This element helps in easily assumes about units of products sales on
the base of chosen category of people and markets. So through this it promotes their product by
advertisement and provide at reasonable rates. (Schlegelmilch, 2016).
SWOT :- it is a tool of analyze internal factors that factors regular and direct affect to
performance of beauty giant that helps in know about all situations and helps in prevents all risk
and it is also controllable. It stands for S- strength, W- weakness, O- opportunity and T- threats.
Strength :-
Variety of beauty and cosmetic products :- beauty giant has large number of cosmetic
products that helps in increase numbers of customers of it. Because it provides cosmetic products
for all types of customers with quality. It invests large amount of capital in produce products for
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different types of people according to their needs. It provides according to age, gender, income
etc so it is a strength for this organization.
High quality :- beauty giant provide quality cosmetics to customers so it helps to attract
them. Because people wants to quality product for pamper their skin and care of sensitive skin.
So it is a strength for organization and through this sales and reputation increase so profit boost.
Weakness :-
Growing saturation :- saturation increase day by day because many organizations come
in market with same product and same size. That specially provide specific products like hair's
product but beauty giant provide all type of cosmetic and people trust increase with new
companies because it only focuses on specific product so it effects on organization (Bull, 2016).
Slow division :- it is also a weakness because beauty giant has large number of product
and employees has also engaged in large numbers so it consumes more cost for their
management and management very difficult of all workforce so it is a problem. Through this
weakness communication gap increase and it creates conflicts as well.
Opportunity :-
Expand business :- it is an opportunity for beauty giant because it has opportunity for
expand business in different market of different countries because everyone has need of cosmetic
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Illustration 1: SWOT analysis
[Source : SWOT Analysis, 2017]

products and it is a popular brand of selling cosmetic. So it can easily develop their business in
developing country like India.
Create new products :- beauty giant has opportunity of produce new products that helps
in increase customers and sales of product. So it produces forever young cosmetic for aged
people and it also provides product for all segment.
Threats :-
Increase competitors :- day by day competitors increasing and its threat for beauty giant
because many organizations enter in market with same product. They divide customers in
different parts so these factors decrease sales of organization (Rauch, 2015).
Quick changes :- it is a major problem for beauty giant because customers choice change
frequently it means that fashion, trend and choice quickly changing. That effect organization and
it has to change according to demand of product by customers so that consumes more cost and
time.
PESTLE :- it is a tool and technique of evaluate and analyze factor present in external
environment. Macro factors affect to organization is not regularly but it uncontrollable. That
affect majorly to beauty giant. It stands for P-political, E- economic, S- social, T- technological,
L- legal and E- environmental factors.
Illustration 2: Pestle analysis
[Source : PESTEL ANALYSIS, 2018 ]
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Political factors :- it is a factor of external environment that affects to beauty giant. This
factor includes that government interference and instability of political party so organization
effects through changes in rules and regulation. Organization also has to change their rules and
regulation according to government rules (Barik and Kumar, 2018).
Economic factors :- it is a factor that include economic growth, interest rates, exchange
rates and inflation. All these things affect to beauty giant because if cost of product increase so
customers demand decrease and it affects to organization and if exchange rates increase so
organization decrease export and import. So this factor affect to beauty giant.
Social factors :- this factor mainly affect to organization because it sales cosmetic
products and frequently changes occur in fashion, choice and trend. So Peoples choice changing
day by day because other organization change and improve their products so it has to improve
their product and it impacts on their performance.
Technological factors :- technology increase with time it means it increases day by day
and all organizations adopt new technology and innovation for improve and develop their
product. So beauty giant has to establish the latest technology that is helps in improve product
but it consumes more moneys and time so it effects on organization (Igliński, 2016).
Legal factors :- it includes health and safety act, equality and consumer rights and all
these things effects on beauty giant. It has to adopt all laws about to customers rights and safety
act that provide protection to customers and employees. This factors affect mostly to
organization and it has to keep knowledge legal and illegal things. It has to follow all policies of
their employees because large number of employees engaged in it. So through this it provides
protection and they work effectively.
Environmental factors :- through this factor beauty giant has to keep in mind about
pollution, scarce raw material and resources. It also adopts corporate social responsibility that
make boundaries related to production and performance. So through these thing's organization
has to give donation and provide customer satisfaction so it affects to it (Vintilă, 2017).
7P's :- it is a tool that make strategy for marketing. It has seven elements and all these make
strategy for marketing together. It includes product, promotion, price, place, people, process and
physical evidence.
Product :- through these elements' beauty giant launch new product forever young and it
provides cosmetic according to customers need and wants. This cream is launch for aged people
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like above 40 years and provide for different segment like age, gender and income level. It
innovates aged cream because people want to this type of cosmetic for care and pamper their
skin. It provides products like hair color, lashes, braid.
Promotion:- beauty giant promote forever young cosmetic product through
communication with peoples of market in an effective manner and it also does advertisement for
attract customers. All these things help in promote sales and public relation.
Price :- for forever young product, beauty giant fix reasonable price of cosmetic product
and it also provides discount and give option to customers for different payment methods. It also
provides discount and price according to quality of product that helps in increase sales and profit.
Place :- this organization follow this element because through this it presents their
forever young product and promote it because place is important and it selects according to area
that majority of rich peoples running markets and also sales online. So these things helps in
increase sales and profit of organization. It sold this product in developed market as well as
developing market.
People :-beauty giant focus on people that they include in deal in business. Like
employees and customers and stakeholders so all people are necessary and it recruitment and
give training for improve skills and efficiency that improve quality of products. Through training
of employees they motivate and do work with their full effort.
Process :- through this element beauty giant focus on customers, IT supported and design
features of product and it also follows research and development of product after evaluation of
markets that helps in present product in effective manner and demand and sales increase. So
marketing function helps in gather information for improve production process and distribute
product in market quickly.
Physical evidence:- packaging and online service and sales is also very important for
organization so beauty giant increase their sales and profit through attracting packaging and
provide online services.
Budget :- budget is very important for every work in organization. Without budget work do not
complete. So through this beauty giant make plan about spend money in effective manner. So
every work in organization complete through these things. If budget is sufficient available in an
organization so it helps in promote product through effective advertisement. And through this it
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pays incentives and bonus to employees that they produce quality products (Ponticelli and Voth,
2018).
cost
Advertisement 30 pounds
Production 20 pounds
Transport 40 pounds
operations 50 pounds
TOTAL 140 POUNDS
Evaluation and monitoring :- it is a last process of marketing plan that use for monitor and
evaluation of all process that work systematic or not. Marketing members of beauty giant collect
information and data for track performance and also analyze that all these process of plan do
work or not. So they evaluate all activity and performance of employees and sales that complete
or not in given time and in proper way.
Conclusion
From above study it has been summarized that marketing is essential for organization and
all function of organization is interrelated with marketing. Its roles and responsibility also very
wide because it has roles like evaluation, research and advertise of product for promote and
implement. SWOT analysis is a tool that helps in analyze internal environment and PESTLE is a
tool of analyze external environment both factors affect to performance of organization. It also
covered marketing plan that helps in make strategy for launch new product in organization.
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REFERENCES
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Baker, M.J., 2016. What is marketing?. In The Marketing Book. (pp. 25-42). Routledge.
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PESTLE Analysis. Bimaquest. 18(3).
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analysis of the ecosystem services framework. Ecosystem services. 17. pp.99-111.
Cooper, J., 2015. Key Marketing Concepts–Core Course Alignment.
Feng, H., Morgan, N.A. and Rego, L.L., 2015. Marketing department power and firm
performance. Journal of Marketing. 79(5). pp.1-20.
Fill, C. and Turnbull, S.L. 2016. Marketing communications: brands, experiences and
participation. Pearson.
Igliński, B. And at.al., 2016. Renewable energy production in the Łódzkie Voivodeship. The
PEST analysis of the RES in the voivodeship and in Poland. Renewable and Sustainable
Energy Reviews. 58. pp.737-750.
Malhotra, N.K. 2015. Essentials of marketing research: A hands-on orientation. Essex: Pearson.
Ponticelli, J. and Voth, H.J. 2017. Austerity and anarchy: Budget cuts and social unrest in
Europe, 1919-2008. Available at SSRN 1899287.
Rauch, P. And et.al., 2015. SWOT analysis and strategy development for forest fuel supply
chains in South East Europe. Forest Policy and Economics. 61. pp.87-94.
Schlegelmilch, B.B. 2016. Segmenting Targeting and Positioning in Global Markets. In Global
Marketing Strategy (pp. 63-82). Springer, Cham.
Sombultawee, K. and Boon-itt, S., 2018. Marketing-operations alignment: A review of the
literature and theoretical background. Operations Research Perspectives. 5. pp.1-12.
Vintilă, D.F. And at.al., 2017, October. A POLITICAL, ECONOMIC, SOCIAL,
TECHNOLOGY, LEGAL AND ENVIRONMENTAL (PESTLE) APPROACH FOR
MARITIME SPATIAL PLANNING (MSP) IN THE ROMANIAN BLACK SEA.
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653-666). Niculescu Publishing House.
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Yan, Y. And et.al., 2016. STP approach to model controlled automata with application to
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PESTEL ANALYSIS.2018. [ONLINE] Available
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