Marketing Essentials Report: Ben Sherman Marketing Analysis and Plan

This report provides a detailed analysis of the marketing essentials for the Ben Sherman brand. It begins by explaining the roles and responsibilities of the marketing function, including market research, social media management, and brand image creation. The report then discusses the key responsibilities and the role of marketing within the company, highlighting the interrelationship with other managerial functions like finance and HR. A significant portion of the report compares the marketing mix of Ben Sherman to its competitor Hugo Boss, evaluating product, price, place, and promotion strategies to achieve business objectives. The report also includes an overview of a marketing plan, covering strategies and objectives. The analysis emphasizes the importance of understanding customer needs, tracking market trends, and adapting marketing strategies to achieve long-term growth and brand success. The report concludes with a comparison of the marketing mix of Ben Sherman and Hugo Boss.

Marketing essentials

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
P1. Explaining the roles and the responsibility of marketing function. .....................................1
P2 discuss the key responsibilities and the role of marketing function......................................3
P3 Compare the marketing mix to the company to achieve the business objectives..................5
P4 : Marketing plan ....................................................................................................................7
CONCLUSION................................................................................................................................7
REFERENCES ...............................................................................................................................8

INTRODUCTION
Marketing refers to the activities that are undertaken by the company in order to promote
the selling and the buying of the product or the services. It involves the activities such as
advertising, delivering, and selling the products to the consumers and the other businesses. The
present study is based on Ben Sherman , a global lifestyle clothing brand. Furthermore, the study
includes the roles and the responsibility that the marketing department performs. Moreover, the
study throws deep insight towards the interrelationship of marketing with that of the other
managerial functions within the company and the ways in which the organization applies its
marketing mix to planning process for achieving its business objectives efficiently and
effectively. The study also includes the marketing plan of the product relating to the enterprise.
P1. Explaining the roles and the responsibility of marketing function.
Marketing function of Ben Sherman involves several responsibilities such as market
research, distribution, product development, finance, communication, selling, promotion and
planning of the business activities (Gowreesunkar, Séraphin and Morrison, 2018). Functions of
marketing plays an essential role for the company in order to achieve growing success in the
future. There are various roles and responsibility played by the marketing function that are as
follows-
Conducting campaign- Marketing function actively finds out the products and the
services that requires focus and produces the materials the ways of communication with the
outside world by managing the campaigns for promoting the products and the services of the Ben
Sherman .
Monitoring the social media- This is the most essential role of the marketing managers
which relates with managing and maintaining the social media pages (McCamley and Gilmore,
2018). This helps Ben Sherman company in reaching out its mission by capturing the large
market share which in turn a measure of meeting the sales target.
Mediator role- Marketing department acts as the mediator in between the outsiders and
the company. It defines the marketing strategy that need to be adopted by the organization so that
large customer base could be created (Sun, Yao and Govind, 2018). It helps the company in
assessing the demand of the customers and the information regarding the changing trend in the
overall market.
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Representative role- Marketing function plays the role of representative as they act as the
spokesperson for Ben Sherman and represents the details relating to the products and the
services of an entity in the form of advertising or using sales promotion technique.
Researcher role- Marketing function plays a crucial role in conducting the market
research that helps Ben Sherman in defining its target market and in taking new opportunities
that helps the company in understanding the desire of the customers so that target audience can
be captured which in turn increases the profitability of the enterprise.
Producing better internal communications- For developing understanding and
coordination among the employees in relation to the values, priorities and the goals (Sun, Price
and Ding, 2019). It is the responsibility of the marketing department to ensure better
communication between the employees and inviting them for expressing their opinions and ideas
so that they work with high morale and satisfaction.
Innovate- Marketing department is highly responsible for generating the innovation by
working on establishing the new promotional tools, affiliate programs, new techniques for
customer retention and improving the conversion of messages that are communicated by Ben
Sherman into the actions.
Creating brand image- It is the foremost responsibility of the marketing function to
create the brand value of Ben Sherman through building healthy relationship with the customers
and by communicating the ideas in the best possible manner (Dąbrowska and Podmetina, 2018).
It ensures for the consistent and the unified communication within all the departments and the
external parties which in turn helps in creating value of the company across the globe.
Defining strategic plans- Marketing function is responsible for developing the most
effective strategies for Ben Sherman with the goal of achieving the consistent growth in the long
term. For developing such strategies, the department undertakes various measures that include
objectives, strengths, competition and the target market.
Listening to the customers- For establishing the strategy it is the duty of the marketing
department to determine the needs of the customers by taking the feedback from the existing
customers and assessing the desire of the new customers. They should create surveys for
capturing the information from the sales team and the support of the customers. This helps Ben
Sherman in enhancing their marketing strategies or in redirecting their strategies in the probable
future (McCamley and Gilmore, 2018). By creating the pages of Ben Sherman on the social
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networking websites and performing the searches help the enterprise in better understanding the
user needs and converting those needs into the action by delivering the product as per the
specifications of the customers.
Tracking trends and monitoring the competition- Marketing function is responsible to
the large extent for tracking the trends that are running in the market with the changing
preferences and the taste of the customers (Sun, Yao and Govind, 2018). Through marketing,
Ben Sherman can efficiently measure its position against its competitors in the overall market
worldwide.
P2 discuss the key responsibilities and the role of marketing function.
Marketing function simply refers to the function in which the company perform the marketing
analysis of the market to develop the plans and the product development through the strategic
planning and decision making in marketing mix decision. The marketing function will look after
the adverting, selling and promotion techniques, relationship with the customer and the after sale
service.
There were many roles and the responsibility that the marketing function has to perform are-
 Collection of the market information and analyzing- to find out the information
about the market is the important and the basic work that has to be done to perform the
market analysis for the company. Ben Sherman has to perform the market analysis so
that they can recognize the needs and the wants of the customer. This will also help them
find out the trend in the market(Tutenand and Solomon, 2019)((Ryan ,2016).
 Market planning- as the phases refers the Ben Sherman will put down all the plans how
they have to target the market along with the mission and the vision of the company. The
company will also look after the completion of the objective they need to achieve.
 Designing of the product- to attract the market and to compete in the market the Ben
Sherman has to bring a variety of design in there products do that they can fulfill there
objective. The continuous process of the design the product leads to the product
development(Ryan ,2016).
Now the following are the function of the Ben Sherman-
Finance function- this department of the Ben Sherman is to handle the finance. The
company will have the look out of the proper utilization of the resource by the various
department and look after the revenue term in the company.
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Human resource function- the HR department of Ben Sherman will look after the
recruitment process. Hiring of the individual to the various job description in the different
department is the work of the HR department. The HR will also look after the rules and the
regulation of the company (7 p’s of marketing, 2014).
Customer relationship- the relationship between the Ben Sherman and the customer is
very important to maintained in such a way that company can convey there message to the
customer where the customer can give feedback. Due to the feedback option the company get the
review about the service they are performed and the better chance to improve it.
Finance and the marketing department are the two pillars for any organist ion. Both the
department in Ben Sherman are dependent to each other and they have the interrelationship.
Finance department look after the fiance required by the marketing department to perform the
selling and promotional actives where's the marketing department will earn the revenue through
the sale of the product in the market.
Marketing and hr department- the both department in the Ben Sherman are having the
codependency on each other in such a way they can't work without each other. The HR will help
the marketing department by providing them the best sales person according to the skill required
by the department to perform well in the organization. Whereas the marketing department will
provide them the data to forecast the demand in the future process. The HR persons will look
after the maintenance of the all human resources(Fill and Turnbull,2016).
Production and marketing department- the production department and the marketing
department look forward and backward to each other, the marketing department helps the
production department to have the idea of production of the goods and what are the trends if the
market whereas production department will produce the products design for the sales in the
market.
M2
The interrelation and dependency of the various department on each other is the essential part of
the organization. Due to this dependency the organization effectiveness and the efficiency
increase day by day. This helps in the problem solving in the company. This relationship turned
out to be the better part for the growth and the development of the Ben Sherman. This
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relationship helps the company to understand the various need of the different department and
also in the coordination of the organization(Ryan ,2016).
P3 Compare the marketing mix to the company to achieve the business objectives
Business objectives- its refers to the main aim of the company that they want to achieve that they
way proposed. The top management will propose the business objective and make the marketing
plan to achieve that business objective.
7 P's of marketing mix Ben Sherman Hugo boss
Product- In this all the services
and good are served by the
organization to the customer
comes in this category. It also
includes the product strategy.
The product of the Ben
Sherman are varies from the
clothes to bags, watches. The
major decision that the
company has to take in this
product strategy is to think
about hoe to target the
segment.
The luxury of the lifestyle is
served by the Hugo boss with
a large variety of the perfumes
and apparels. The premium
class of the customers are
targeted in the market. Hugo
brand is the brand of the
luxury life style.
Price- it refers to the range at
which the availability of the
product will be there to the
customer or the target market.
The product should be easily
accessible to the target market.
Ben Sherman has targets the
middle and low level income
people. It is not the image of
the luxurious brand. The
product of the company are not
price sensitive and verified
through the quality of the
product.
Hence, the Hugo boss targets
the premium or the high
income segment so the prices
of the products are very high
as it signifies the luxury to the
life style(Ryan ,2016).
Place- easy accessibility of the
product to the targeted
customer base comes under the
place category.
There is the limited stores
available foe the distribution
of the Ben Sherman products
so they are less available to the
target customer(Tutenand and
Solomon, 2019).
Hugo boss has the widespread
overt 125 countries having the
different outlets at the
premium quality to there
premium customers. There
outlets are majorly serving the
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most fashionable apparels and
the perfumes.
Promotion – different
strategies are used by different
promotional techniques like
various advertisement, direct
selling. The main objective for
the company is promoted there
product top all there target
consumers.
To promotes the product of the
Ben Sherman, the company
uses the various concert,
exhibition or the billboards top
create the fame of the
company among the target
customers. Maximum of the
promotional techniques are use
by the company to put the
product in the evoked set of
the customer.
The Hugo boss used to
organize the event in the
different parts of the country
such as some sports' event and
fashion one. They also do the
test marketing of the product
to there target segment.
People – the people are the one
who are involved in the
promotion of the activities or
all the things that have been
done to put the product in the
market.
In the Ben Sherman separate
personnel were hired that they
give the training to the
employee of the Ben Sherman
that how they have to pay
important attention to the
customer and make them feel
convince buying the
product(Kotlerand and et.al,
2018).
In the Hugo boss, the retention
of the customer is less prior as
company has to pay focus to
the sales target. They have to
pay attention on the target to
be achieved.
Process- the process includes
about the supply chain of the
products that have to be
deliver to the customer. The
procedure though which the
consumer receive the goods.
The Ben Sherman has there
typical way of understanding
the needs top the customer.
The outlets of the company are
the typical British style one.
The customer are fee to buy
the product from there
In the Hugo boss there is the
easy availability of the product
to the target customer as it
represent the luxury style of
the customer.
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authenticated outlets.
Physical evidence- the
identification of the product
from the different colors,
packaging and the styles which
makes the product identical.
Ben Sherman introduce the
concept the shop to shop
techniques so that the
customer can easily understand
the product. Opening of the
new store reflect the British
style.
The Hugo boss have the
identical and specified
packaging of there product that
makes them easily recognized
with customer. They are the
luxurious items mainly target.
To the high income group.
M3
Business objectives are necessary as it gives the direction to the planning to the company
residing on the objectives that has to be achieved in the long run of the organization. The
company will look after the strength and the weakness so that it can tackle the problem in the
way(Lovelock and Patterson,2015). Market strategies to the customer give the promotional
activities to the customer. It helps the customer to identify the product and match the needs. The
company places it in such a way that it comes in the evoked state of the customer. Product and
the service strategy works according to trends of the market. As the trend changes the strategy to
place the goods to target segment change.
P4 : Marketing plan
Covered in ppt
CONCLUSION
From the above report it can be concluded that Marketing management is crucial for Ben
Sherman company in order to meet the increasing competition and in improving the methods of
the distribution so that cost could be reduced which in turn results in gaining increased profits. In
today's changing world it becomes essential for the company to adopt efficient marketing
strategy which results in meeting the needs and the wants of the customers. Effective marketing
function helps in transferring, moving and the exchange of the goods through various
intermediaries. Marketing plays an essential role in generating the income and the revenue within
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the organization by meeting its sales target and by adopting growth strategies of the business
such as market development, product development etc. to achieve the success in the long run.
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REFERENCES
Books and journals
Dąbrowska, J. and Podmetina, D., 2018. Roles and responsibilities of open innovation specialists
based on analysis of job advertisements. Journal of Innovation Management. 5(4). pp.103-
129.
Gowreesunkar, V. G., Séraphin, H. and Morrison, A., 2018. Destination marketing
organizations: Roles and challenges. In The Routledge Handbook of Destination
Marketing (pp. 16-34). Routledge.
McCamley, C. and Gilmore, A., 2018. Strategic marketing planning for heritage tourism: a
conceptual model and empirical findings from two emerging heritage regions. Journal of
Strategic Marketing. 26(2). pp.156-173.
Sun, W., Price, J. and Ding, Y., 2019. The longitudinal effects of internationalization on firm
performance: The moderating role of marketing capability. Journal of Business
Research. 95. pp.326-337.
Sun, W., Yao, S. and Govind, R., 2018. Reexamining Corporate Social Responsibility and
Shareholder Value: The Inverted-U-Shaped Relationship and the Moderation of Marketing
Capability. Journal of Business Ethics. pp.1-17.
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