Marketing Essentials Report: Ben Sherman, Marketing Strategies

This report delves into the core concepts of marketing essentials, using Ben Sherman as a case study to illustrate key principles. It begins by defining marketing and outlining the roles and responsibilities of the marketing function, including market segmentation, distribution, pricing, promotion, and market research. The report then examines how marketing functions relate to other departments, such as production, human resources, and finance, highlighting the importance of interdepartmental collaboration. Furthermore, it explores the application of the marketing mix (7Ps) in achieving business objectives, providing a detailed analysis of Ben Sherman's marketing strategies, including product offerings, distribution channels, and pricing approaches. The report concludes with an overview of the marketing process and its components, offering insights into how companies can effectively manage customer relationships and achieve their marketing goals. This report is designed to provide students with a comprehensive understanding of marketing principles and their practical application.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
LO 1.................................................................................................................................................3
P1. Roles and responsibilities of marketing function..................................................................3
M1. Roles and responsibilities of marketing in context of marketing environment...................5
D1. Key elements of marketing function and how they relate to other functional unit..............5
P2. Relation of marketing function and other function in the organization................................5
M2. Interrelationship between marketing department and other functions................................7
LO 2.................................................................................................................................................7
P3. The ways in which various organisation apply marketing mix to the marketing plan in
order to achieve business objectives...........................................................................................7
M3. Application of marketing mix to the marketing plan........................................................11
D2.Strategic marketing plan for Ben Sherman.........................................................................11
LO 3...............................................................................................................................................11
P4. Covered in ppt.....................................................................................................................11
M4. Evidence based marketing plan ........................................................................................11
D1. Critical analysis and interpretation.....................................................................................12
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing essentials basically based on five major concepts of marketing. These five
concepts include selling, production, marketing, product and social marketing. The reports
highlight the marketing essentials by taking into study company which is Ben Sherman(Ben
Sherman : A heritage of Modernism, 2019). It is a global brand operating in about 35 countries
across the world. The study also highlights the roles and responsibilities of marketing functions.
It will also cover the 7P's of marketing. And why it is important in order to achieve business
objectives. .
LO 1
P1. Roles and responsibilities of marketing function
Marketing : Marketing can be defined as a method or a way to manage profitable customer
relationships. Marketing function is the most important business function. The main purpose of
marketing is to attract customers toward the product and services.
According to UK based charted institute of marketing
Marketing is a management process which is responsible for identifying, satisfying and
anticipating the requirement of the customer.
Importance of marketing in an organization :
Marketing department in an organization is responsible for defining and managing brand
as well as conducting campaign for marketing their product and services. The marketing
department ensure to create marketing product and material for promoting the product of the
company. They also conducts the market research in order to introduce the product and services
in the market according to market demand(Malhotra, 2015).
Marketing functions include :
Market segmentation : Marketing segmentation can be defined as the process of dividing the
market of the potential customers into various group. The customer is divided on the basis of
age, income, preference, location etc. Marketing segmentation by the companies help them to
mitigate the risk and loss of marketing expenses. As the product and services is promoted only to
the potential customers by doing market segmentation(Picciotto, 2017).
The marketing department of Ben Sherman mainly targets the youth. The company
introduce the product in the market by analysing the current trend and demand of the market in

order to attract youth towards it product. The market segmentation by the Ben Sherman allow
them to target right customers for their product.
Distribution : Distribution is another important function of marketing. Distribution means to
decide which channel will be adopted by the company in order to provide its goods and services
to its target customers. There are different type of distribution channels by which the company
can provide its products to its customer.
The marketing department of Ben Sherman has used three types of distribution channel in
order to provide its products to the large amount of customers to widen the customer base. First
the company has its own stores through which they provide their products to the customers. The
brand has a strong holding on its stores. The large amount of revenue is generated from the stores
of Ben Sherman. Secondly the company has its independent fashion stores which offer unique
products to its customers. These stores have a limited amount of stock. Also, the company
charges high cost for the delivery and administration of its product and services. The company
also has its online website which was relaunched in February 2007, it provides allows the
customer to shop the products of Ben Sherman. The site provides an interactive experience to the
customer such that which help in encouraging the people to spend more.
Pricing : The companies has to set the correct prices for its product and services such that which
can attract the customer towards it product. It is the responsibility of the marketing department to
set correct price for the product and services based on their target market. The marketing
department of the company sometimes adapts the trial and error method in order to find the
correct product for the target market(Feng, Morgan, and Rego, 2015).
The marketing department of Ben Sherman use the number of pricing strategies such as
cost based pricing where the company set the price of the product such that which covers the cost
of manufacturing. The second strategies which the company adapts is market oriented pricing
strategies in which the company use the several approaches such as market skimming, premium
pricing, market penetration etc. For example by using market penetration approach the company
launch new product in the market with low price in order to attract large amount of customers
and increase the company sales.
Promotional : In order to promote the product and services of company. The marketing
department of the company generate various promotional ideas in order to attract customers
toward it. The marketing department conducts various promotional activities such as promoting

products with the help of social media, newspapers or print media, advertising through TV, radio
etc.
Ben Sherman use above the line as well as below the line promotion in order to gain
customer attention. The marketing department of the company promote its product with the help
of various platforms such as print media, electronic media, etc. The company's marketing
department also attract the customers toward its by providing discounts and offers to the
customers on its product.
Market Research : The market research is done by the companies in order to analyse the
customers whose needs match with the product. Market research help the company to analyse the
trend in the market and to explore for various opportunities in the market.
By seeing Ben Sherman survival in the market, considering its leading position in the
market it can be said that the company conducts the proper market research.
M1. Roles and responsibilities of marketing in context of marketing environment
Marketing in reference to political, economic, technological, cultural, social and competitive
factor : some situations arise where the legislation or rules and regulations put by the government
hinder the marketing strategies of a company. The company should be ready to deal with every
type of situation and survive in the market. As with the rapid change in a technology the
marketing department is facing a huge threat. As well as the competition in the market is also
increasing due to low entry barrier. Therefore in order to overcome all such situation marketing
department should create a proper strategies for the market.
D1. Key elements of marketing function and how they relate to other functional unit
Key elements of marketing function are distribution, price, promotion. For example the Ben
Sherman has targeted the youth. They made the products which attracts the young generation.
The company sets different pricing strategies for different market. These functions are important
and the contribution of every department in carrying out these functions is important in order to
achieve organizational goal.
P2. Relation of marketing function and other function in the organization
For the proper functioning of the organization it is necessary that all the departments wihtin the
organization has a healthy relation with each other. The interrelation of various department is
one of the important factor for growth of the organization(Lidstone and MacLennan, 2017).

The relation of marketing department with other department of the organisation and why the
interrelation between different organisation department is important has been explained below :
Marketing and Production :
The marketing department do the market research in order to gather the information
about the current trends and needs of customers in the market. The marketing department
conducts the survey for analysing that what type of product the customer are expecting, it also
helps in analysing that what the customer does not like about the product. By collecting all
search information the marketing department provide it to the production department, Then
accordingly the production department design the product for the company. The marketing
department also decides that to which customer sector the product should be introduced.
Ben Sherman marketing department conducts the proper marketing research and then
accordingly the production department of the company designs the product to be introduced in
the market.
Marketing and Human resource management :
The human resource department of a company recruits the right people for the company.
The HR department also ensures that accuracy and productivity remain maintained in all the
department of a organization. As the marketing department needs the strong team there it is
necessary that there should be strong relationship between the marketing department and the
human resource department.
As Ben Sherman is one of the leading company and has been providing its products to
many customers and is also operating in nearly about 30 countries therefore in order to
effectively manage its position in the market and perform the various marketing activities it is
necessary for the human resource department of the company to recruit eligible candidates for
the company who are strong enough and skilled enough to make the proper strategies for the
company in order to capture market.
Marketing and Finance :
Finance department of an organization is responsible for planning the budget in order to
perform various activities of an organization. Such as planning budget for the marketing
department in order to conduct marketing campaign, make promotional materials, advertising
expenses etc., planning budget for human resource department for the purpose of carrying
recruitment and selection activities. Budget for production department for raw material,

machinery etc. Therefore, in order to conduct and plan for various marketing activities the
marketing department should work closely with the finance department. Both the department
marketing and finance have to work with each other in order to plan the right marketing activities
within the budget.
Ben Sherman marketing department has to work with finance department so that they can
plan for the marketing activities within the limited budget. Ben Sherman needs that marketing
and finance department of the company should work together in order to correctly perform the
activities.
M2. Interrelationship between marketing department and other functions
Structure of marketing department:
Vice president, marketing manager and marketing director, public relation employees, designers
they play the key role in the marketing department.
Marketing process :
The marketing process consists four elements namely marketing mix planning, marketing
implementation, marketing control and strategic marketing analysis.
LO 2
P3. The ways in which various organisation apply marketing mix to the marketing plan in order
to achieve business objectives
Business objectives : Business objective can be defined as a result which the company aims to
achieve. It includes time frames and list of resources which are available.
Marketing Mix : The marketer use 7 P's of marketing in order to achieve organizational goal. It
is a tool which is used by the marketer in order to determine the products and offering for the
market.
7 P's of Marketing Mix Ben Sherman Hugo Boss
Product : Product should be
such that which meets the
needs of the customer or
create the need in the market
Ben Sheran provides a wide
variety of products such as
deodorants, bags, clothes,
watches etc.
The company should decide
that whether to make the
The company provides
premium and luxury apparel
and accessories to its
customers. The Umbrella
brand of Hugo Boss provides a
wide variety of products in

product and then target or first
to decide the target audience
and accordingly make the
product
different categories. The
company targets the upper
middle class. Hugo Boss also
provides a wide range of
perfumes.
Price : Pricing means to
decide the price for the
product based on the market
the company wants to target.
There are various type of
pricing strategies which the
company can use such as cost
based pricing, market
skimming, premium pricing
etc
The company produce medium
price range products. The
company is not price sensitive
and the company doest not
attract premium customers
toward its brand. The company
can use the market skimming
where the new product has
been given the premium
pricing to generate high
revenue.
The company usually provide
its services to the high end
premium customers. The
company set the price of a
product according to the
location in which brand is
catered. This strategy help the
company to target right
customer at right time.
Place : The company decides
the place such that were
products of the company is
easily available to the
customers. The place should
be such that which is easily
available to the customers.
The company use three types
of distribution channel i.e.,
Department stores :
Department stores provide
various discounts to the
customer against bulk buying
Independent fashion stores :
The company has its own
independent fashion stores
which has limited amount of
stocks of unique products.
Own stores : The company
earn most of the profit from its
stores
The company operates in most
prime locations all over the
world. It sell its product in
about 124 countries. Target
location of a company is
mainly Europe and a number
of fashion oriented locations
all over the world. The
products of a company are also
available in High class
boutiques, Mega malls etc.

The company also has its
online website which provides
unique product and interactive
experience to its customer so
that customer can spend more.
The website also allows to
create an online community for
the people
Promotion : The purpose
behind promotion of a product
is to obtain or retain
customers. Promotion includes
above the line promotion and
below the line promotion.
Above the line promotion are
those where company has a
limited control over media
such as magazine advertising.
While below the line means
the use of media on which the
company has full control for
example direct
promotion(Chernev, 2015).
The company in order to
promote its product use
indulge in various type of
promotional activities such as :
 Providing discounts,
offers and money off
coupons to the
customers
 Circulate newsletters,
catalogues by the use
direct mail
 the company decorates
its products in its
window display as to
make people aware of
the brand
 The company also
conducts various events
and exhibitions for
example Ben Sherman
sponsor a series of live
giga
 The company is also
Hugo Boss advertise and
sponsor sports events and
fashion events in order to
promote their brand. Hugo
Boss also use the print media
in order to advertise its brand
such as premium magzines.
The company do sponsorship
of various events such as
Sailing events, Formula one
and Golf championship. The
brand is also has a partnership
with UNICEF and various
other foundations.

involved in various
charitable events such
as Gibson Guitar
auction for the Nordoff
Robbins charity
 The company use
famous people in order
to promote their brand.
The brand gains
publicity when famous
people wear the clothes
of Ben Sherman
People : The people in the
organization plays a very
important role in the success
of the organization. People
include employees under the
company. Having the right
people within the organization
is essential because they are
the part of business offerings.
The employees of the company
are well trained professionals.
The company ensures to
provide proper training to the
employees of different
department so that business
can run smoothly
The employees of a company
are skills enough. The sales
team of a company contributes
highly in the success of a
company.
Process : Process is referred
to carrying out the business
activity properly. It also
includes the procedure of
delivering product and
services to the target
customers.
As Ben Sherman is spread all
over the world and operating
its process in more than 30
countries. The company use
different strategies for the
different market. While the
product is offered to the
customer marketer pay focus
The company runs an efficient
supply chain management. The
company ensures to make
products available to the
customer every time by
assuring the product's
availability in it's the stores.

on the convenience aspect of
customer.
Physical Evidence : Physical
evidence refers to some
physical material which is
used to attract customers such
as packaging of the product
which includes colour of the
product, its style, size etc.
The company has introduced a
unique concept known as shop
of shop technique which
makes the customer to feel like
they are standing in a Ben
Sherman store. The company
store new store every year. The
store is designed such that
which reflects the British style.
Hugo Boss use distinctive style
of packaging. The company
use the packaging such that
which is easily identifiable by
a person.
M3. Application of marketing mix to the marketing plan
Different marketing strategies has been adopted by the Ben Sherman such as the company use
premium pricing. In order to promote its product company make use of various media which
include print media as well as electronic media. While Hugo Boss apply different pricing
strategies to the different market. The company targets the upper middle class section of the
society.
Therefore the different company apply different tactics of marketing mix in order to
achieve organizational goal.
D2.Strategic marketing plan for Ben Sherman
The marketing plan helps to focus upon the resources available and to plan for the business
growth. It helps to set target market in order to introduce new product in the market.it helps to set
the budget in order to carry out the marketing plan(Larson and Draper, 2015).
LO 3
P4. Covered in ppt
M4. Evidence based marketing plan
Situational analysis : Ben Sherman should first analyse its position in the market.

Market Intelligence : The company should find the key trends in the market. And look for its
most dominant marketing channel
Assessment : The company based on its analysis first decide that which opportunities in the
market should be prioritized
Research and reality check : Then the company should check the acceptance of its product in the
market.
Test : It will help the company to focus on creating strategies and focus on media to be used.
Expansion : The marketers test the next variable in order to lead the market.
Refinement : This is the stage where model gets validated. And the planning for the next
campaign starts(Evidence based marketing, 2019)
D1. Critical analysis and interpretation
The company is going to introduce new product in the market for women appraisal. It will use
the competitive pricing strategies which will help the company to attract customers. It will
distinguish the Ben Sherman from its competitors. It will also help to create brand loyalty. The
company should consider the various political factors, economic, social, technological,
environmental, legal and social factors in order to avoid any type of failure and target the right
market.
CONCLUSION
Marketing function is the most important function of an organisation. The report gives the
understanding of roles and responsibilities of a marketing function and how this interrelates with
the other functions of an organization. It also provides the importance of marketing mix and how
it is applied to the marketing plan in order to achieve organizational objectives.