Marketing Essentials Report: Ben Sherman, Hugo Boss Comparison

This report delves into the marketing essentials for the global brand Ben Sherman, examining key marketing roles and responsibilities within its organizational context. It explores the core functions of marketing, including market research, segmentation, and pricing, and how these contribute to achieving business objectives. The report also analyzes the application of the marketing mix by Ben Sherman and its competitor, Hugo Boss, comparing their approaches to product, price, place, and promotion strategies. Furthermore, it highlights the interrelationships between marketing and other departments within the company, emphasizing the importance of market analysis and segmentation in product development and financial planning. The report concludes by summarizing the business objectives and tactics employed by both brands, offering a comprehensive overview of their marketing strategies within the competitive clothing industry.

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Expalin key roles and responsibilities of the marketing function..........................................3
M1...............................................................................................................................................5
P2 Relating to organisational context, discuss the key roles and responsibilities of marketing
function.......................................................................................................................................6
M2...............................................................................................................................................7
TASK 2............................................................................................................................................8
P3 Compare the ways in which different organisations apply the marketing mix to the
marketing planning process to achieve business objectives.......................................................8
M 3............................................................................................................................................10
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Ben Sherman is a global brand operating in 35 countries. It was set up in 1963 by Arthur
Benjamin Sugarman. Marketing Essentials involve the five major concepts of marketing which
are Production, Product, Selling, Marketing and Social Marketing. This report highlights the key
roles of marketing function and roles and responsibilities of the market. Further, this report
highlights the different ways in which marketing mix operates for Ben Sherman and its major
competitor Hugo Boss. This report also states the interrelationships between marketing and other
functions of the company. Further, this report discusses the business objectives and various
tactics used by them.
TASK 1
P1 Expalin key roles and responsibilities of the marketing function.
Marketing :- The activities which needs to be done by the company in order to enhance the
purchase and sales of the product and also to communicate with the customers is called as
marketing. Fulfilling the needs of the customers is marketing.
Importance of marketing :- Marketing plays a very important role in the business operations.
Marketing is the most important channel for increasing the sales. Marketing helps in taking
appropriate decision for the business growth (Morgan And et.al., 2019). As Ben Sherman is
under clothing sector, marketing plays a important role in order to increase the consumers with
the help of advertisements through various modes like television, newspapers, magazines,
pamphlets,etc. With the help of marketing strategies Ben Sherman can get the knowledge about
the customer's taste and demand. Advertisement will be helpful for Ben Sherman as by that more
people will get to know about their company's product which ultimately leads to the increase of
sales.
Marketing Functions: Market research, market analysis, market segmentation, product
designing, branding, packaging, customer assistance are the main functions of marketing.
Market analysis - This is very much important function of marketing. Market analysis helps to
collect information about the suitability of the market condition for the business. Market analysis
is beneficial for Ben Sherman as they will get clear information about the size of market, the
competitors, the latest trends prevailing in the society, purchasing power of the people. Market
analysis will help Ben Sherman to select the target market as the information about the age
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group, income level, taste and preference of the people is needed in order to select the target
market.
Market Segmentation – Division of market into various segments in relation with the
consumers age group, location, needs, preference, income, etc. is called as market segmentation.
Market segmentation is helpful in minimising the risk of getting loss. Segmenting the market is
also helpful for targeting the consumer as in the clothing industry market is segmented as kids,
teenagers, men's wear, women's wear, casual, formal, etc (Tuten and Solomon, 2017). As Ben
Sherman mainly deals in the shirts so market segmentation is very much helpful in selecting the
target market. Segmenting will help them to know the preference of the people so according to
that they can design the shirts in order to reach out more and more consumers. According to the
age group the target market can be set like if there are more youngsters they the demand of
casual shirts will be more compared to the formal shirts as formal shirts are only required by the
office going people.
Pricing - Setting the selling price of the product is pricing. It is very much important function of
the marketing process. As the ultimate goal of any business is to increase the sale and get profit
after deducting the cost incurred for the production. Demand and supply plays a key role in
fixing the price of the product. If the demand is more and supply is less than the supplier can sell
the product in high price (Malhotra, 2015). But if the demand is less and the supply is more than
the price needs to be kept low. So pricing is very much crucial as no business wants to bear loss
so price needs to be decided as per the cost incurred for the production. As Ben Sherman is in
clothing industry so the demand for shirts will always be there. Income level of the target
customer needs to be considered for pricing(Wensley, 2016). Like making a formal shirts incur
more cost compared to the casual shirts and the demand of formal shirts will be more for the
employed people. So if the price is comparatively more the people can afford. Ben Sherman can
also use various discounting offers in order to attract more customers.
Distribution – The process of transferring the product from the producer to the ultimate
consumer is called as distribution. There are various channels which helps in the distribution
process like the whole sellers, agents, retailers. Ben Sherman uses departmental stores to reach
out their consumers. These stores inform them about the demand about the product and also
about the customer preference and according to that the demand is fulfilled by Ben Sherman.
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After Sales Service – After sales service is mainly required to keep the consumers happy and
satisfied. It is helpful in reattaining the consumers. Ben Sherman keeps their customers in
priority by giving them after sales services. This helps in maintaining the goodwill of the
company and also increasing the consumers (Wu and Li, 2018).
M1
Roles and responsibilities of marketing-
Role of the marketing in reference of the political environment is that many time's
government pass some legislation which somehow directly or indirectly effect the marketing
opportunities of the firm. So that time the marketing department will try to find the better
opportunities to prevail in the market. Economic factor such as the rates of employment and the
inflation rate affects the demand and supply of the product of the Ben Sherman. So the marketing
should analysis the forecasting of the demand of the products. To analysis the performance of the
competitor the marketing managers have to plan the strategy to compete in the market with its
competitors which increase the sales of the department. (Abril and Rodriguez-Cánovas, 2016.)
D1
In Ben Herman all the department of the organisation have the interdependency with each other.
All the department have the interlinked connection with the other department for the successful
effectiveness and efficiency of the organisation. Market analysis refers to understand the market,
what is the trend in the market and forecast the demand. This function is function performed by
the marketing department (Lovelock and Patterson, 2015.). The market analysis will help the
production department to estimate the production. Market segmentation refers to the segmenting
of the market into the target market after which the targeting and the positioning of the product is
done. The pricing of the product is done by the finance department that at which price the
product should be launch in the market. Due to the interdependency of the department in the firm
increase the effectiveness and efficiency of the organisation. They work as the pillars in the
company which supports each other in the development of the company goals and achieve the
vision and mission.
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P2 Relating to organisational context, discuss the key roles and responsibilities of marketing
function.
Marketing function refers to the performing of the research in the different marketing
segment, to develop a marketing plan, product development and performing the market mix
decision through strategic decision making. The marketing function will oversee the advertising,
distribution for sale, promotional activities, sales, customer service and after sale relationship.
There are various roles and responsibilities of marketing in the Ben Sherman-
 Collecting And Analysing- it is one of the most important function of the marketing as
this is major work that marketing perform. In the company Ben Sherman, it is important
to gather the information about the needs and the want of the targeted segment or the
consumer. The company will gather the information and evaluate the trend that is
prevailing in the market.
 Market planning- to achieve the objective of the Ben Sherman, the company will chalk
out the plans of there proceeding. How company will look out how to target market and
prepare the further plans to achieve the objective oh the firm.
 Designing and development of product- in product selling, product designing has a
vital role in selling of the products. The attractive patterns of clothing of Ben Sherman
attract more of target market. It the continuous process for the development of the
product design.
So the operation and function of the Ben Sherman are-
Finance function- this department of the BEN Sherman will look after the planning and
controlling of the finance. The company will look after the acquisition and utilization of the
financial resources.
Human resource function- this department look after the various different function of
the Ben Sherman. This department will be responsible for managing the human resource, ether
hiring or firing employee, maintaining interpersonal relationship and interpreting employment.
Customer care service- the service which is provided to the customer before, during and
after the purchase of the product is known as the customer service. This works as the feed back
to the Ben Sherman from there customers. This make the company to identify there customer
satisfaction level (De Mooij, 2018).
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Finance and marketing are two important part of the Ben Sherman. There are two
important pillars of profits and prosperity. They are both dependent on each other as they work
parallel to each other. Finance department will look after all the aspects which represents the
financial growth whereas marketing will work as the sales of the product to generate the
revenues. For the marketing and advertising of the product the company need the finance and the
marketing department will earn revenue to the finance department. Because of the
interdependence of the department company will have the strong finance and sales of the
product.
Marketing and production plays an important role in helping each in the production
and the marketing of the product. Marketing department will perform the marketing analysis
through marketing research and estimate the demand forecast. The production department will
have the production and development of the product according to the marketing research. Ben
Sherman will perform in the market according to the trends and choice of the customer which
make the company different from there competitors.
Marketing and Human resource department- for the effectively working of the Ben
Sherman, the HR and the marketing department have to work together simultaneously. For the
effective marketing, a qualified sales person will be hired by the HR department and on the other
hand the marketing department will provide them, marketing report so that they can work upon
the vision and mission of the Ben Sherman.
M2
The interrelationship of the different department in the organisation works as the important
pillars in the growth and development. The interdependency also help the organisation to have
the adequate research and development of the organisation. The budgets are released from the
finance department to all the department for the proper processing of the management. The
interdependency will help the company to understand the need of the various department and
make them efficient to compete in the competitive world.
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TASK 2
P3 Compare the ways in which different organisations apply the marketing mix to the marketing
planning process to achieve business objectives.
Business objective means a business that has an aim and to achieve that aim objectives are
proposed. For Ben Sherman, formulating business objectives is very necessary and has been
formulated by top management.
7 P's of Marketing Mix Ben Sherman Hugo Boss
Product :- In this,
various goods and
services sold by an
organisation are included
and the product strategy.
Ben Sherman boasts a vast range
of products from clothes to bags,
deodorants, watches etc. The
major decision which Ben
Sherman must take is to
formulate the strategy whether to
target the customers based on the
product or market. (Baker. and
Saren, , 2016)
Hugo Boss is a luxury apparel
catering to a wide variety of
apparels and perfumes. The
targeted market of Hugo Boss is
premium customers and it
personifies a chic brand image.
Price :- Keeping in mind
the quality and features of
the product, the price
which is quoted to the
customers is included
here.
Ben Sherman, targeting the
medium and low priced product
range do not attract premium
customer brands. They are also
not price sensitive and the
products are identifiable through
their quality along with style.
Since Hugo Boss targets
premium customers, it's pricing
strategy is for premium
customers practising niche
marketing.
Place :- Easy availability
of the product to
consumer base which is
targeted comes under
place. It should be
accessible to the
customers.
The limited availability of the
Ben Sherman's product due to the
limited number of stores and
other places where their products
are sold has increased the brand
value since it is perceived to be a
luxury making the consumers.
Hugo Boss has its brand spread
all over the world in 124
countries. Their products are
generally sold at highly
fashionable places serving the
upper class.
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Promotion :- Various
marketing and
promotional strategies
like advertisement,
personal selling etc are
included in promotions.
The basic objective is to
familiarize the consumer
with the product.
Ben Sherman uses above the line
i.e. use of independent media and
below the line i.e. use of that
media which they can control.
Both the promotional techniques
are used and along with it various
promotional activities like events,
contests, exhibitions etc. are also
carried out.
Hugo Boss, for years has been
sponsoring any event like
Dynamic Sports events and Big
Fashion events etc. It also utilizes
testimonial based marketing in
which they interview the
premium customers which they
have targeted.
People :- People involves
the human resource
which the company
exploits to successfully
operate its business.
People are the power
house of an organisation.
The personnel hired at Ben
Sherman are given professional
training after they are hired
where they are taught about
personal attention to be given to
the customers and hoe to solve
their grievances.
At Hugo Boss, sales team is
given prominence regarding the
sales figure that they achieved
rather than the rate of customer
retention due to the limited
customer base.
Process :- Under process,
the complete procedure
beginning from placing
order with the suppliers to
the stage where it finally
reaches the end consumer
is involved. Basically it is
the supply chain of a
company.
To integrate all the business units
spread all over the world, Ben
Sherman practices different
tactics to control them. Due to the
limited number of stores, Ben
Sherman has an efficient
technology to
At Hugo Boss, their key
expertise is easy availability of
the products in their stores at all
the tiomes. This can only be
achieved through an efficient
supply chain management
Physical Evidence :- The
various styles for
packaging i.e. colours,
size, styles etc. used by
the company comes under
Ben Sherman introduced the
unique concept of Shop in shop
technique making customers fee
like they were in a Ben Sherman
store. They have a tradition of
Hugo Boss utilizes a distinctive
style for its packaging and their
intricate packing makes their
product easily identifiable.
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physical evidence. It
basically involves
anything which gives an
organisation a tangible
presence.
opening a new store every year.
Interior of the stores typically
reflects British Style.
M 3
Business objective are specific and easily measurable. Examples of business objective are
revenue , operational,productivity and performance,customer satisfaction,growth. The
importance of business objective are it gives suitable direction for tracking the
performance,objectives allocate strength weakness opportunities threats which are available.
Marketing strategies to target customer: Marketing strategy involves special promotion and
seasonal advertising. The tactic which affect the market position for company are the price and
quality of the product. For example: Ben Sherman is under clothing industry and it depicts the
quality of threads and material used hence it increases the sales which further leads to growth in
productivity.
Product and service strategy: Consumer demand keeps on changing especially in clothing
industry as fashion trends are changing so the designs needs to be upgraded as per latest trends .
CONCLUSION
after going through this report it is easy to understand the goals and the objectives of the
organization is very important. The company will try to meet the demand of there consumer
keeping the vision and mission of the organization. There is the interrelationship and
interdependency in the organization which works as the pillars in the development of the
company. It increases the effectiveness and efficiency of the organization by help them to plan
the strategy for the development of the company. The 7 ps of the organization help in the proper
placement of the product in the market at the right time with right place. The different
department of the organization has to work together to compete in the market.
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REFERENCES
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De Mooij, M., 2018. Global marketing and advertising: Understanding cultural paradoxes.
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