Marketing Essentials Report: H&M, Marketing Mix, and Planning

This report provides a comprehensive overview of marketing essentials, focusing on the roles and responsibilities of marketing functions within an organization. It explores how marketing activities, such as branding, promotional materials, campaign management, and social media, contribute to a company's overall objectives. The report uses H&M as a case study, examining its marketing strategies and their relation to wider organizational contexts. It also compares and contrasts the marketing mix strategies of H&M and Zara, highlighting how these companies use product, price, place, and promotion to achieve their business goals. Furthermore, the report includes a SWOT analysis of H&M and proposes a basic marketing plan, incorporating the company's vision, mission, and market position to drive future growth and success.

Marketing essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
TASK1.............................................................................................................................................1
P1.Explain key roles and responsibilities of marketing functions..............................................1
P2.Describe how roles and responsibilities of marketing are related to wider context of
organisation.................................................................................................................................2
TASK2.............................................................................................................................................3
P3 Compare and contrast ways in which different companies use marketing mix to marketing
planning process for achievement of business objectives. .........................................................3
TASK3.............................................................................................................................................5
P4 Evaluate and produce a basic marketing place for company. ...............................................5
CONCLUSION ...............................................................................................................................8
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing is define as a phenomenon which is used by business for enhance its
attractiveness and market presence which leads to achievement of long & short term goals in
perfect manner. It mainly includes advertising, sales technique and publicity which leads to
balance in beliefs for development of products and services (Perreault, 2018). It also consist of
many activities like customer segmentation, market research, promotional activities, selection of
suitable products & services and so on. It is being used for reducing complexity which are
revolved around four elements such as product, price, place and promotion which leads to higher
growth for organisation. The marketing essentials also includes different actions or activities
such as inventory management, physical distribution, sales promotion and so on.
In this report it covers H&M which is multinational retailing organisation of clothes and
generally known for fashion clothes for all age groups people, men, children, teenagers and
women.
This report includes roles and responsibilities of marketing functions and how these are
related to organisational in wider context. This report also covers role of marketing and their
inter-connection with functional units by comparing the marketing mix in two business which is
helpful in achievement of business objectives by marketing plan.
MAIN BODY
TASK1
P1.Explain key roles and responsibilities of marketing functions
Marketing function: This function plays vital role in every company as it helps in
selling goods and services in market segment. Organisation determines the sources in potentially
successful commodity at marketplace and also encourage them by diversifying the products from
existence of products (Putri and Fachira, 2020).
This function is considered as specialised action which is performed in marketing for take
goods from place to other point of consumption. It also includes various factors which helps in
increasing the brand awareness in marketplace. It consist of selling, product management,
promotion, pricing, financing and distribution of goods.
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There are many functions which have roles and responsibility of marketing function
which is discussed below:
Managing and defining brand: H&M offers good quality of products at reasonable
prices this create trust among customers by easy identifies the current items. As due to changes
in trends there style are also changes so by this customers enjoy fast fashion culture.
Producing marketing and promotional materials: In terms of respective company, they
promote their brand by using promotional tools such as direct marketing, magazines and outdoor
advertising. Company also conduct press to showcase their collection which works as word of
mouth for promoting their brand.
Conducting campaign management for marketing initiatives: H&M identifies goods
and services by focuses on sales cycles. Company is start campaign for encourage their clothes
by recycling schemes for increase the awareness for their efforts in sustainability manner.
customization for company website: Due to advancement in technology customers can
search their brand by “H&M” on google as there is link in which they can see the different
products on online basis. There are many adds which are covered such as Ads on YouTube
before the actual video.
Monitoring and managing social media: In terms of respective company, they use
unpaid referrals with use of social media sites such as Twitter and Facebook. The company have
million of followers on social media pages which covers latest collection which identifies by
customer's.
P2.Describe how roles and responsibilities of marketing are related to wider context of
organisation.
There are various roles and responsibilities of marketing in relation to organisation which
is discussed below: Marketing department and human resource department: Marketing department is
considered as backbone of every business which makes the products and services famous
with use of various advertisement and promotional tools. So for HR department, the
manager of marketing department use advertisement for fill the vacant positions at
market place (Zahay and et. al., 2019). HR department also conveys recruitment of
people at suitable manner.
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 Marketing department and sales department: In terms of sales department, marketing
department are helpful in identifies or create the sales for company by using many
strategies for gaining the high competitive advantage in time period.
 Marketing department and finance department: Marketing department works to collect
the sales and profitability which helps in making suitable modification at market
segment. Finance department also works to manage and controls the assets and liabilities
of company which helps in manage the credit and debit rate in parallel manner.
TASK2
P3 Compare and contrast ways in which different companies use marketing mix to marketing
planning process for achievement of business objectives.
Marketing mix is define as action and set of marketing tools and techniques which is used
by organisation for pursue marketing objectives in target market. It is fundamental process in
which business have to pursue their marketing objectives & targets in specific time period
(Hugos, 2018). It offers the detail inspection about various strategies which is implemented in
business which helps to complete the sustained results in which there is profitable outcome is
covers by effectiveness.
BASIS H&M Zara
Product H&M is a multinational
company which deals in
clothing for men, teenagers,
women. Children. This
organisation also deals in
manufacturing bags,
accessories, shoes and beauty
products. In this organisation
they have further many
categories which helps in
targeting different buyers by
providing various quality (Hair
Jr, Page and Brunsveld,
Zara is company which is
based in Spanish which have
specialised in wide range of
fast fashion clothing such as
bags, swimwear, accessories,
perfumes and so on. It is retail
store which is largest apparel
over 96 countries. This
company renowned for their
ability by developing a new
products within two weeks.
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2019).
Price H&M has wide variety of
brands which have target
toward various customers.
This company have diverse
range for their products.
Mainly the price of products
are affordable which are
helpful for middle level
people.
The price which is provided by
Zara is comparatively low with
their competitors. This
company follows low pricing
strategy. It offers latest fashion
in low price at all its stores
nationally or internationally
(Putri and Fachira, 2020).
Place H&M has its exclusive stores
which is located all overs
country. These stores are
mainly in city central,
shopping malls which are
convenient for their
customers.
Product of Zara is available
about in 85 countries over its
outlets 6500 all over world.
This store sell their products in
offline and online medium by
using unique selling chain for
bring their product.
Promotion Promotion in terms of H&M is
different in various country
which is depend on needs and
wants of customers. This
company uses promotional
tools such as billboards,
fashion shows, social media
and magazines.
In terms of Zara there is
unique selling proposition as it
uses promotional tools such as
social media as there are
millions of followers on
Facebook and Instagram. This
creates strong brand image of
company.
Physical evidence H&M is provide their service
and goods in wide range by
distinct packaging of colours
which are helpful for
Zara sales their products only
specific and advanced stores.
This makes comfortable to
their customers for recognising
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customers of recognise
products. So for this they uses
different types of technology
for making their products
unique from others.
the products. It uses various
different styles, models and
quality for attracting more
customers to increase sales
revenue.
Process H&M adopt effective process
in many functions such as
technology and machinery that
offers support for smooth
functioning of all activities
under organisation.
Zara also uses updated
machinery and technology
which leads to produce good
quality of products.
Organisation selects supply
chain with having less time in
processing the products (Al
Badi, 2019).
People The company is focuses on
increase the skills and
knowledge of their staff
members by using efficient
communication skills. By this
there is retention of customer
loyalty towards the firm
(Zahay and et. al., 2019).
The staff member of Zara have
high skills and knowledge
about their works. Mainly
skills includes technical,
communication, interpersonal
and so on. Company also uses
many programmes for training
and development which leads
to increase in future growth of
company.
TASK3
P4 Evaluate and produce a basic marketing place for company.
Marketing Plan is define as report which have blue print or outline the marketing strategy
of company in coming month, year and quarter. It mainly involves overview of marketing and
promotional goals, budget of business and description of position at market place which have
main motive to satisfy needs of customers (Chernev, 2018). It can be define as overall plan of
any organisation which are written in good manner so that objectives & goals are achieved. It
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also act as a guide or blueprint which offers overview of all efforts that is done by marketing and
advertising for future years. Mainly these plan are considered as formal structure which offers
documents about firm which makes them flexible.
Background of H&M:
HENNES & MAURITS is brand of which is of Swedish mainly deals in multinational
clothing retailing organisation which is known for clothing which are in fashion trend such as for
men, teenagers, children and women. This company is founded in 1947 by Erling Persson. This
organisation is a retail industry which have headquartered in Stockholm Sweden numbers by
having location about 5076 last at 30 November 2019. it serves their products worldwide by
online shopping almost around 32 countries. Key individual of this organisation are Stefan
Persson which have authority of Chairman and CEO of company is Helena Helmersson. There
are almost 126376 employees which are working in organisation at November 2019 (Bertoli and
Valdani, 2018).
Vision:
The vision of company is to maintain a change and also leads fashion trends by
renewable and circular format.
Mission:
Mission of H&M is for driving the long lasting changes which are basically for improve
living conditions by generating sustained investments for innovation, community and people.
SWOT analysis of H&M
STRENGTH
 This is considered as internal
 part of company. The strength of H&M
as it has market presence at worldwide
about 74 markets all over 6 continents.
 Due to global operations this leads to
reduction in risk and increase in
stability and sustainability of company.
 This company follows competitive
pricing as it offers high brand quality at
cheaper price.
WEAKNESSES
 In terms of weakness of H&M as
managers of this organisation are
overdependent on outsourcing rather
then producing the products in house.
 This organisation have their source
over 900 independent suppliers of
products.
 Major weakness for H&M is there is a
controversial products which is in 2018
as company promotes racism which
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 The major strength of H&M is as they
offers variety of products at valuable
brand which increases the efficiency
and profitability of company.
have impact on growth and proficiency
of firm (Barnum, 2020).
OPPORTUNITIES
 For H&M there is a opportunity for
organisation by offering diversified
products or services such as by adding
sports apparel (Avila-Robinson and
Wakabayashi, 2018).
 It also have opportunity for promoting
the business on online media such as
digital, social media and so on.
 Organisation can also acquires
opportunity by expanding their
business by acquisition and merger.
THREATS
 Major threat for H&M is as there are
large number of competitors such as
ZARA, GAP and so on which also
offers similar or same services and
products in market segment.
 Due to immediate changes in clothing
sector this could be tough situation for
company to identify the taste and
preferences of customers. By this it
results in decrease in profit and sales of
company.
Describe or produce coherent example or evidence which is based on marketing plan for
company.
STP Model:
This is a model which is used for targeting, segmentation and positioning of products in
which there is a balance level of modification and changes which induced according to use or
requirement of organisation. In terms of H&M, it makes changes according to suitability of
business which helps in attainment of long term benefits and achievement of better suitability for
competitive advantage.
Segmentation
 Demographic: H&M has divide or target on basis of sex, age, habitation, occupation,
family background and so on. So for this manager have to maintain the target towards for
young market by attracting towards the fashionable clothes and trends in market segment.
Targeting:
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Market focus on: The H&M and their management authorities focus on achievement of
high potential of customer's for satisfy them and also acceptance as main priority for them is
customers. So for this there is a rate of profitability in enhance and also increase in market share
which is helpful in increase the continuous time period (Campbell, Martinand Fabos, 2018)x.
Positioning:
It is define as a stage in which H&M have to maintain certain outline which manager are
mapped for requirement of marketplace and there is also transfer of information in market
segment according to demand of buyers. It also assist for achieve better opportunities which
leads to productive changes in amount that are to be addresses on repetitive form.
Marketing Mix:
Marketing mix refers to a a set of action plan that is utilised by organizations for the
purpose of promoting its product as well as brand in the market. It comprises of four elements
that are product, price, place, promotion, physical evidence, process and people. Marketing mix
of H&M is described below:
 Product: It indicates goods or services which are offered by a company to its customers
with a motive of earning profit. H&M offers various range of apparels and provides
designer collaborations for basic as well as yoga wear. Apart from it, shoes, bags and
accessories are also offered by entity.
 Price: It pinpoints value at which a product is sold by business. Pricing strategy which is
adopted by H&M is 'value based strategy of pricing. It indicates that value of product of
company is set in accordance to perceived value by customers.
 Place: In simple terms, this factor of marketing mix indicates point of sale of an
enterprise. Exclusive stores of H&M are located in various areas which facilitates selling
of products of a firm. Apart from it, entity utilizes online platforms for selling its
products.
 Promotion: It states tactics or techniques which are applied by business for improving
market recognition and promoting its products. Promotional strategies that are adopted by
H&M are digital marketing, television advertisements, promo codes, discounts and
sponsorships.
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 People: It represents working staff of an enterprise. Workforce of H&M is well-trained
and its work culture is modern which provides flexibility in work, that motivates
innovation activities in business and boosts creativity.
 Process: It pinpoints series of tasks or actions which are taken by managing team of an
organization for delivering product to customers. In context to H&M, entity provides
high importance to management of customer relationship.
 Physical evidence: It refers to point of interaction of a customers with firm. H&M
pertains decent look that appeals to its customers. Apart from it, entity engages in public
relation activities for the purpose of creating buzz in the market.
SMART Objective:
Firm pertains an objective of improving revenue by 5% till 2022 by reducing
expenditures and appealing potential customers.
KPI: It indicates measurable value which demonstrates effectiveness of an entity in achieving
objectives of an enterprise. Profit margin and retention rate of customers are key performance
indicators that are applied in H&M.
Budget:
Particulars Amount
Research and development 500000
Salaries 50000
Promotion 200000
Maintenance cost 10000
Total 760000
Monitoring and controlling:
It is define as stage at which H&M managers are controlling and monitoring the criteria
of working which leads to long term effectiveness that have to be achieved with this there is
adequate implementation of activities and actions. So for this mangers and leaders of
organisation use benchmarking model which are helpful for attainment of standardised
objectives and goals which leads to increase in performance and productivity of company
(Ivanov, 2019).
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CONCLUSION
It has been summarised from above report as marketing essentials are prospects which is
selected by organisation for enhance the working suitability which leads to high working
standards for achievement of goals and objectives in perfect manner. It also helps company for
assist high growth and success which leads to attain high market position and market share is
also increase on continuous terms. In this there are various rules and regulations which is
performed by company which have relation to marketing which helps in attainment of high
competitive advantage. In relation to marketing function, firm attain their standardised objectives
and goals in systematic terms. In addition, there is a marketing plan which is conducted for
increase market performance and profitability which helps in attainment of long term
sustainability in time period.
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REFERENCES
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