Marketing Report: The Body Shop, Marketing Mix, and Plan

This report provides a detailed analysis of the marketing functions, marketing mix, and marketing plan of The Body Shop, a cosmetics company. The introduction highlights the importance of marketing in attracting customers and achieving organizational goals. The main body defines the marketing function, its roles, and responsibilities within an organization, emphasizing market planning, exchange functions, and customer support. It then explores how marketing responsibilities relate to other organizational departments like finance and human resources. A comparative analysis of the marketing mix (7Ps) of The Body Shop and Maybelline New York is presented, followed by a proposed marketing plan for The Body Shop, including situation analysis (SWOT), objectives, strategy evaluation (segmentation, targeting, positioning), action plan (marketing mix), and budget control. The report concludes by summarizing the crucial role of marketing functions in promoting products, increasing sales, and achieving desired goals through an effective marketing plan.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
P1 Define marketing function and its roles as well as responsibility in an organisation.......3
P2 Determine how responsibilities and roles of marketing are relate to an organisational
context....................................................................................................................................4
P3 Marketing mix of different organisation...........................................................................5
P4 Marketing plan of a business organisation........................................................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing is a crucial process of an organisation which is very helpful in attracting large
number of customers. This will lead to increase profits and achievement of desired goals (Baines,
Fill and Page, 2013). This report is based on Body Shop which is dealing in cosmetic industry as
well as offering high quality products to customers. The Body shop company was founded in the
year of 1976 by Anita Roddick. It is offering various type of skin care cosmetic products as well
as fragrances to different parts of the world. This report includes different roles as well as
responsibility of marketing function and how it relates to wider organisational context. It also
contains comparison between two different organisations by implementing marketing mix. At the
end, it determines a marketing plan of organisation that assist in determining its target goals and
objectives.
MAIN BODY
P1 Define marketing function and its roles as well as responsibility in an organisation
Marketing
Marketing is defined as the study and the way the exchange relationships are managed. It
has been considered as a process of business which includes building strong relationships and
satisfying the requirements of the customers. For attracting the service users towards The Body
Shop company, marketing plays a very crucial role and has been considered as an initial
component of an organisation management and commerce (Baker and Magnini, 2016). All the
activities which take place by an enterprise to promote the selling and buying of the finished
goods and services comes under marketing process. The ultimate and prime aim of marketing is
to achieve successful dealing of goods to the consumer.
The initial function of marketing starts with determining and understanding the needs of
the customers and prior demands in market place for certain products so as to satisfy the
consumers to fullest. The roles and responsibilities of marketing which has to be fulfilled by the
marketing employees of The Body Shop firm have been analysed and discussed below.
Market planning – By achieving the aims and objective of an organisation, the market
can be planned. Such objective may involve in enhancing the market existence and increasing

the share in market. The key role of employee in market planning mainly focusses on the aspects
of promotion, manufacturing and other action oriented programmes.
Exchange functions – The potential selling and buying refers to as a marketing exchange
functions. Such function keep in check that whether the goods and products demanded by the
customers are available in sufficient amount so as to meet the need of consumer (Boschetti and
Massaron, 2015). This can be substantiated by advertising, sales promotion and selling the stuff
personally, such responsibility must be focussed.
Customer support – An essential role and responsibility of marketing is customer
support, it consist of handling the feedbacks and complaints of the customers, counselling of pre
and current sales rate, technical and maintenance services.
P2 Determine how responsibilities and roles of marketing are relate to an organisational context
The Body Shop is a cosmetic, perfume and skin care company that ensure to provide best
quality of products and services to the consumers. Such enhanced and supervised system is
handled by marketing department through their buying and selling process. The marketing
division of The Body Shop is also interrelated with other functional departments of the business
in all possible manner for the advancement and smooth functioning of the company. Some of the
services are discussed below.
Finance – The role of finance is broad in any business and aids in providing fund,
making budgets and allowing the flow of cash for organising the resources and controlling the
cost according to the objective and aim of the company. The availability of the capital and
resources at adequate amount assist in exponentially increasing the sale of the business. They are
also involving in managing the risk and promote the marketing analysis and sales practices (Eng,
2017). Thereby, for constant or enhancement of sales in The Body Shop organisation, the finance
department must be strong and efficient.
Human resource – The processes related to the management practices of the company is
determined and controlled by the department of Human Resource. The prime aim of such
department is to efficiently plan the operational work and coordinate the talent and skills of the
employees according to the role and responsibilities of the profile. The issues which are raised
among the department of management and employee are also resolved by such division. They
provide suitable suggestions and advice the managers on organisation's policies and standards,

around which the work has to be accomplished. The Body Shop enterprise should have skilled
individuals in this department for proper functioning and success of the business.
P3 Marketing mix of different organisation
Marketing mix refers to the set of actions as well as tactics that is used by organisation to
promote its services. It is essential for organisation to compare its marketing activities with rival
company (Halpern and Graham, 2013). This will help in gaining better understanding about the
marketing mix of different organisation. Marketing mix of The Body Shop and Maybelline New
York is mention below.
Basis The Body Shop Maybelline
Products This company is providing
different types of skin care
products. The major products
of respective company is
shampoo, conditioner, soaps,
oil, lotions and many other
products. It includes product
line for all skin types such as
normal, oily, sensitive, dry and
combination skin.
Maybelline company is
offering different types of
cosmetic and make up
products. Products portfolio of
respective company is eyes
shadow, mascara, eyeliner,
lipsticks, make up tools,
creams and various other
products.
Price This company is developing
products with high quality
which includes natural
ingredient. The Body Shop
organisation is adopting
competitive pricing strategies
in order to gain competitive
advantage over other rival
companies.
This company is offering
products which is helpful in
full fill requirements of
customers. Maybelline
company is using premium
pricing policies while offering
its high quality products. This
is helpful in gaining more
profits.
Place The Body shop organisation is This company is offering its

operating its functions in
different part of the world.
This company is placing its
products in Body Shop outlets
as well as offering its products
through online media.
products in worldwide area.
Maybelline company has
strong marketing chain which
is helpful in delivering its
products different parts of the
globe (Kongstvedt, 2013). It
includes distributors and
retailers so that manufactured
products reach to potential
customers.
Promotion There are different promotion
tool and techniques used by
respective company in order to
promote its products in market
area. The Body Shop
organisation is promoting and
advertising its products though
traditional as well as modern
methods. This is helpful in
attracting large number of
customers towards
organisation.
Maybelline company is
adopting different types of
promotional techniques which
is helpful in communicating its
products to potential
customers. Promotion
includes, new paper
advertisements, online media
and so on.
Process The body shop company is
using all natural ingredient and
raw material in manufacture of
products and services (Puddle,
2015). This process of product
development is helpful in
manufacturing high quality
products and meeting with
Respective company is
conducting an effective
marketing research in order to
identify customers
requirement. It is using
innovative techniques in its
business process.

customer requirement.
People People refer to all employees
who are working with their full
potential to perform business
operations in effective manner
(Malhotra, 2015). This
company is providing training
to its employees which lead to
increase in their skill as well as
performance. People of The
Body Shop play a crucial role
in achievement of desired
objectives.
Maybelline company is hiring
talented and skilled employees
while performing business
operation. By hiring highly
talented employees this
company will be able to
perform task in effective
manner.
Physical Evidence The physical evidence of
respective company is its
highly maintained outlets. This
company is offering its
products though The Body
Shop outlets which have very
clam and relaxing
environment. Staff member of
respective company is helpful
in meeting with customers
requirement.
This is a well known company
which has high brand image.
Its brand image and market
value can be consider as its
Physical evidence. This lead to
attract more customers to
respective organisation.
P4 Marketing plan of a business organisation
Marketing plan refers to set of activities that is develop with the motive of achievement
of desired objectives. This is a framework that includes various business activities and marketing
plan in respect to The Body Shop organisation is mention below.

Situation analysis – This is the first step of marketing plan and in this respective company
needs to analyse the current market situation (Malhotra, Birks and Wills,2013). It includes
identification of strength, weakness, opportunities as well as threats. SWOT analysis is mention
below. Strengths- This is well known company which has strong brand image in market area.
This company is develop products which is able to solve skin related problems of
customers. Weakness- The Body shop is focusing in competitive pricing which lead to setting high
prices of products. This is considered as its weakness because it is affecting its sales. Opportunity- There are different opportunities available to respective company as it can
increase it business by using new and innovative technology. This will help in enhancing
overall business performance.
 Threat-This company has major threat from its rival companies such as Maybelline,
Lemke and many more.
Objective- The SMART objective of respective company is mention below.
 To enhance 20 % market share by providing effective customer servers in order to
increase profits within three months.
 To develop better relationship with potential customers within 4 months in order to
increase sales by 30%
Evaluation of strategy- Once smart objective is identified this company needs to develop strong
business strategies. This includes strategies related to segmentation, targeting and positioning.
 Segmentation – In this respective company needs to divide large number of customers
on the bases of their needs and requirements (Nirschl and Steinberg, 2018). This
company is segmenting customers who wants to purchase high quality skin care products.
 Targeting – The Body shop is targeting all those customers who have potential to
purchase its products in order to solve skin and hair related problems.
 Positioning – There are different tool and techniques that could be used by respective
company while positioning its products. This company is offering high quality natural
product that is beneficial for skin and hair.
Action plan- At this stage company needs to actually implement the strategies in order to
achieve desired goals. This includes marketing mix which is mention below.

 Products- It is offering its current skin and hair care products such as oil, shampoo,
conditioner, cream and so on.
 Price- This company is following competitive pricing policy for gaining more profits as
well as competitive advantage over other rival companies.
 Place- The Body shop is placing its products to its stores and outlets in order to offer
products to targeted customers.
 Promotion- This company promoting its products to digital media as well as other print
media.

Marketing budget
Control – There are different controlling methods used by respective company (Pike, 2016). The
major controlling techniques for this market plan is feedback from customers as well as
analysing total sales of products.
CONCLUSION
As per the above report it can be summarised that marketing function is crucial part of
organisation. Functions of marketing is responsible for promoting products manufactured by
company as well as increase sales. Marketing mix includes 7 P's that is helpful in developing
better business strategies. Effective marketing plan will lead to achievement of desired goals.

REFERENCES
Books and journals:
Baines, P., Fill, C. and Page, K., 2013.Essentials of marketing. Oxford University Press.
Baker, M.A. and Magnini, V.P., 2016. The evolution of services marketing, hospitality
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Boschetti, A. and Massaron, L., 2015.Python data science essentials. Packt Publishing Ltd.
Eng, P., 2017. Erste Schritte im Online-Marketing.Suchmaschinen-Content-Soziale Medien,
Wiesbaden.
Halpern, N. and Graham, A., 2013.Airport marketing. Routledge.
Kongstvedt, P.R., 2013.Essentials of managed health care. Jones & Bartlett Publishers.
Malhotra, N.K., 2015.Essentials of marketing research: A hands-on orientation. Essex: Pearson.
Malhotra, N.K., Birks, D.F. and Wills, P., 2013.Essentials of marketing research. Harlow:
Pearson.
Nirschl, M. and Steinberg, L., 2018.Einstieg in das influencer marketing: grundlagen, strategien
und erfolgsfaktoren. Springer Gabler.
Pike, S.D., 2016. Destination Marketing Organizations–Research opportunities in an era of
uncertainty. In Book of Abstracts-6th International Conference on Tourism.
International Association for Tourism Policy (IATOUR).
Puddle, T., 2015. Marketing essentials for veterinary practices.In Practice. 37(5). pp.259-261.