Ben Sherman's Marketing Department and Interrelation with Other Units

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MARKETING ESSENTIALS

Table of Contents
INTRODUCTION............................................................................................................................. 3
COMPANY OVERVIEW....................................................................................................................5
TASK 1............................................................................................................................................ 6
KEY ROLES OF MARKETING........................................................................................................6
INTERRELATION WITH OTHER DEPARTMENTS..........................................................................8
TASK LO2......................................................................................................................................10
CONCLUSION............................................................................................................................... 15
REFERENCES.................................................................................................................................16

INTRODUCTION
This assignment is based on the marketing essentials of the company Ben Sherman. The
assignment covers the various functions and roles of the marketing department and the
functions of the marketing manager in the organization. The interrelationship of the marketing
unit with another functional unit will be discussed in this assignment. Further, the marketing
mix with the help of the 7Ps of Ben Sherman will be discussed where the comparison of the
marketing mix of Ben Sherman will be done with Zara’s marketing mix. A business plan for Ben
Sherman will be made in this assignment.

COMPANY OVERVIEW
The company is a British clothing company which is headquartered in London, the UK which
was founded in 1963 by Ben Sherman. The company deals into the clothing sector and sells
products like shirts, sweaters, suits, outerwear, shoes and accessories for men. The company
some time design clothes for the air force roundel. The revenue of the company is approx.
$87.1m and the employees working in the company is about 265. Ben Sherman mostly
produces medium priced range products Ben Sherman also provides online shopping top with
the customers (Ben Sherman, 2019).

TASK 1
KEY ROLES OF MARKETING
The marketing department is must in every organization it plays an important role in the
growth and development of the organization as the marketing department's main aim is to sell
the products and generate the profit and revenue for the company which will help in fulfilling
the organizational goals. Marketing is the process of selling and buying goods making ensure
that the customers are beings satisfied with the products delivered to them. Marketing takes
into consideration various factors that affect the marketing of Ben Sherman (Armstrong et al.,
2018).
Functions of marketing:
Selling: This is the key function of the marketing department, the marketing manager induces
the customers by explaining the features and worth of the product. Ben Sherman is a well-
established brand which offers high-quality goods to the customers. The brand value of the
company is enough to sell the products, the selling of the products designed by the company
helps Ben Sherman to achieve the organizational goals.
Buying: The company buys the best of the raw material for t6he manufacturing of the clothing
and accessories for men. As the buying of good quality of raw material will result in the
development of the best quality products. Therefore buying of the best quality of the raw
material helps in increasing the revenue and goodwill of the company.
Market study: Ben Sherman analyse the market what sort of the clothes are being to demand
by the customers. Ben Sherman with the help of the research team tries to understand the
opportunity, market trend and prefers of the customers Sherman (Armstrong et al., 2018).
Distribution: transportation is the process where the company transport its products to various
places in order to increase sales. Although the company has to invest in logistics. The products
of Bens Sherman are being also transported to various places in order to increase sales. There

are various stores of Ben Sherman in UK and USA where the transportation is required
moreover the company provides the facility of the store in the store that is the shopper's fee
that they are in the store of Ben Sherman but actually they are not. The company transport the
products to the different clothing stores where different brands are available and Ben Sherman
is also made available for the shoppers. This enables Ben Sherman and the department store to
maximize the revenue.
Storing: To store the products for the customers and for further stock the marketing
department of Ben Sherman maintains an inventory of the products as the company has to
send the products to a different place and different stores located in different countries. To
maximize the revenue it is important for the company to store the products for the further
future purpose (Blythe and Martin, 2019).
Financing: The marketing department has to do financing for the various purpose like,
transportation, making marketing strategies, advertisements, storing, overheads etc. The
marketing department has to arrange for the finances to a lie with the finance department as
there are many needs and requirement of the company for which is finances is required. The
offer and sales which are given by Ben Sherman are to be designed keeping in mind the
revenue generation from the overall sales of the products.
Risk-Taking: The marketing department has to take a risk in various manners as they have to
make investments and manufacturing of the new range of a particular product on the basis of
the research which is done by the marketing department. As the competition is also high in the
market in the area of fashion and clothing.
Political and legal factors: The political and legal factors plays an important role for the
company like Ben Sherman as the legal and political changes in terms of the policies directly
affect the sales and manufacturing of the company. The mangers of Ben Sherman follows the
rule and policies which are being framed by the government and if there is any change then it is
to be followed by the company as well.

Economic factor: The economic factor has to be considered by the managers of Ben Sherman
as the inflation rate of the country, buying capacity of the people and other services are to be
considered by the company.
Technological factor: The technological factor is also to take into consideration as the
technology is being up-grading day by day and it is becoming a major part of the business also.
The customers have shifted on online shopping which also a part of the technology. It is
important for Ben Sherman to follow the technological trend in order to maintain the
profitability of the business.
INTERRELATION WITH OTHER DEPARTMENTS
The marketing department in Ben Sherman is interrelated with the other functional unit
working in the company as there are so many tasks that are to be carried out by the marketing
department in coordination with the other functional units. For the smooth functioning of the
Ben Sherman, it is important for the marketing department to have good coordination with the
other functioning department in the company. The following is the interrelation of marketing
with the other functional unit:
HR department: The HR department plays a vital role in the organization, it is important for the
marketing department to be in touch with the HR department as the hiring for the salesperson
and various profiles in the marketing department are done by the HR department only. The
salary structure, training and development programme etc. is also being designed by the HR
department only (Chowdhury, 2019).
Finance department: The finance department and the marketing department in Ben Sherman
collectively decide the marketing strategies for the company. The finance department is
responsible for the planning and formalising the various pricing and budgetary decisions for Ben
Sherman. The offers and discounts which are offered by Ben Sherman are decided with the help
of the finance department only.
Production Department: The marketing department is to be aligned with the production
department as the production department tells about the minutes of the products that are

being produced and manufactured this helps the marketing department to design the
advertisement of the products. The prices of the products are decided with the help of the
finance department and the production department.
Research and Development Department: The research and development department helps to
ascertain the taste and preference of the customer the market trend is analysed and then it is
being discussed with the marketing department so that the marketing department can give
their input in the designing process of the type of product required by the customer.
Customer Service Department: The customer service department in Ben Sherman has to give
the details of the queries of the customers to the marketing department as the marketing
department will analyse the queries and accordingly will make the changes in the products of
the company (Chowdhury, 2019).
These are the roles and responsibilities of the marketing managers of Ben Sherman so that the
effective sales and profit can be generated in the company by taking into consideration all the
factors and functions in the company.

TASK LO2
This section of the assignment covers the marketing mix of the company. What are the tactics
and the strategies of Ben Sherman and Zara to survive and compete in the tough competitive
market of London The marketing mix will
Background of ZARA
Zara is a leading fashion brand all over the world which was founded in 1975 in Spain by
Amancio Ortega Rosalía Mera. The company serves worldwide and have 10,000 stores across
the globe. The company deals into clothing, perfumes and accessories through which it is
generating a good amount of revenue. The last year's revenue of the company was about $18.9
billion. Zara has skilled employees who possess good knowledge of the marketing and selling
techniques by assisting the customers who visit the store
7 Ps of Ben Sherman and Zara (Marketing Mix)
Ben Sherman set a few objectives of the company in order to implement various marketing
tactics and strategies and tactics in the company. The following are a few objectives of the
company:
 The product should be trendy and I of good quality
 The price of the product should be correct which the customers can but nad the
company make profit
 The company should keenly focus on the target market (Ben Sherman, 2019 )
Zara also set some goals and objectives before it works on the decided strategies and tactics
which makes the company more stronger in terms of the marketing, sales and profit
generation:
 To focus on the target market
 To analyse the customer needs and taste
 To maximise the profit and satisfy the customers (ZARA, 2019)

Product: Product is the main thing of the whole business for which the business is being set up.
It refers to the production of the goods in the company which is being offered to the customers
so that the customers can get satisfied by using the products.
Ben Sherman: The company produces clothing and accessories especially for men focusing the
target market which includes a wide range of the clothing products like casual clothes, formal
clothes, denim, footwear and other lifestyle accessories such as belts, socks, undergarments,
perfumes and belts.
Zara: The Company has a strong brand image in the world and it is considered as Coca Cola of
the fashion as it responds to the changes and need of the customers very quickly. It produces
fashion clothing for females and males like denim, dresses, shirts, tops, T-shirts, footwear etc.
The company also produces various accessories for females like fashion jewellery, watches,
perfumes, footwear, sunglasses etc. and for males belts, bags, ties, sunglasses, cufflinks etc.
PRICE: The second P in the marketing mix is the price. Every company and its finances
department should examine and re-examine the prices of the products which they are offering
to customers. It should be assessed whether the prices are compatible with the customers and
the profit generation of the company whether the revenue of the company is good or not. The
company has to take into consideration the prices of the competitors also as this also affects
the profit-making of the company (McCamle and Gilmore, 2018).
Ben Sherman: The company has different pricing strategy for the different products in the
company like cost-based pricing, market-oriented pricing, market penetration to attract the
customers the low pricing is done, premium pricing etc. this gives the company a margin to
make a profit out of the different type of the pricing. The company has to take into account the
prices which are set by the competitors.
Zara: Zara is an international big brand in the fashion industry. The maximum of the customers
is of an elite class. Therefore the pricing strategy of Zara is the premium pricing strategy as the
products have strong brand strength and the clothing and accessories of Zara is considered as a

status symbol. Most of the Zara products are of the premium price. Very few stores of Zara is
available where the products and accessories are available at affordable prices. To maintain the
high prices is very important for Zara as it holds strong brand value, these prices are optimized
by the development and training costs.
PROMOTION: The next p the marketing mix is the promotion of the products it considers all the
steps that can tell the customers about your products and by the way it can attract the
customers to buy the product or services. Different companies use different promotional
strategies depending on the products and services offered by them (McCamle and Gilmore,
2018).
Ben Sherman: The company promotes the brand by declaring different offers and discounts. It
also uses direct marketing to focus on the target market by the means of e-mails, catalogues,
events etc. The company has collaborated with MTV and the Gibson guitar which promotes
the brand and it also provides coupons to the customers to enhance the sale and to attract
more customers.
Zara: The Company promotes the product offered in a various manner. Generally, the company
don't require any kind of promotional activity as the brand is enough. The company goes for
online ads, billboards and digital marketing. The company majorly rely on the mouth marketing
and celebrity commendation
PLACE: The next pin the marketing mix the place, it refers to the location of the business from
where it operates. The products and the services are actually sold refers to the place of the
company. The place affects the sales and profit margin of the company as it reflects that how
much it is accessible for the customers (Kaushik2018).
Ben Sherman: The company has many retail stores in the UK and it also has offline stores also.
The company have a strong distribution channel but I do not indulge into high distribution
channel as the products of Ben Sherman is Luxury and the high availability of the luxurious
products lowers the value of the products. Ben Sherman creates a good brand value in the
market.

Zara: It is present across the globe and it has a strong brand value it has 10000 stores all over
the world including India and it has a vertically integrated retailer and it has many joint
ventures of the franchises. This gives the customer experience and the same environment
when they enter in one of the Zara stores. In spite of the space for opening a store, no mall
owner in India says no to provide a space to Zara because of its popularity and strong brand
value.
PROCESS: The process is the next the marketing matric and it refers to the process of the
manufacturing and the packaging process of the company. The packaging and the appearance
of the product plays an important role in attracting the customers and it directly affects the
sales of the products. The visual of the product heavily impact the customer's brain as it a good
packaging and appearance of the product induce the customer to at least try the product.
Ben Sherman: The manufacturing of Ben Sherman is totally outsourced but the company has
given huge attention to its feel and appearance of the product. As in the clothing industry, it is
important that the product should be very nice in terms of the feel, fitting, look and quality this
will lead to high sales of the product. The accessories are packed in a very tempting manner
that easily attracts the customers.
Zara: The manufacturing process of Zara is also being outsourced but the manufacturing of
every product is done with a personal touch of the tailors and the designers which adds on the
value and the appearance of the product that attracts the elite customers to try and buy the
products. The accessories offered by Zara is also packed in a beautiful manner be it perfumes or
footwear that it attracts the customer to a great extent
PEOPLE: The next Pin the process of the marketing mix is that the people who are involved in
the process of the marketing mix and the company. The stakeholders of the company refer to
the people. The sellers, buyers, investors, franchise owners etc. are the people who are
involved in the company’s marketing and revenue generation refers to the people
(Kaushik2018).