Comprehensive Marketing Report: Ben Sherman's Strategies

This report analyzes the marketing strategies employed by Ben Sherman, a clothing brand, examining the roles and responsibilities of marketing functions and their interrelation with other functional units. It delves into the company's business objectives, the importance of these objectives, and the application of the marketing mix (7 Ps). The report compares Ben Sherman's marketing mix with that of Marks and Spencer, highlighting similarities and differences in pricing, place, promotion, people, and product strategies. Furthermore, the report outlines the tactics used to achieve business objectives and concludes with an overview of a marketing plan, emphasizing its significance and the use of evidence-based strategies to achieve overall business goals. The report provides a detailed analysis of the brand's approach to marketing and customer satisfaction.

Marketing
essential

Table of Contents
INTRODUCTION...........................................................................................................................3
Task 1...............................................................................................................................................3
The roles and responsibility of the marketing functions. ......................................................3
The interrelation of the other functional units........................................................................5
Task 2...............................................................................................................................................6
Business objectives and importance.......................................................................................6
Marketing mix........................................................................................................................6
Similarities between marketing mix of both organisation. ..................................................10
Tactics used in business objective........................................................................................10
Task 3.............................................................................................................................................10
Marketing plan......................................................................................................................10
Importance of marketing plan..............................................................................................10
Evidence based marketing plan............................................................................................13
CONCLUSION .............................................................................................................................14
REFERENCES .............................................................................................................................15

INTRODUCTION
Marketing is a term that relates to the exchanging of the relationship between eh costumes and
company and it also creates relations for satisfying the needs of the customers. Ben Sherman is a
clothing, sweaters, suits, brand selling shirts, shoes and accessories predominately for men. It
design sometimes fro the Royal Air Force roundel that often called the mod target of the
company. This report will examine the roles and responsibility of the marketing and the
interrelation of other functional units of other organisations. Furthermore, it will describe the
organisation uses the elements of the marketing mix and making the basic marketing plan which
achieve the overall objectives of the organisation(Baker, 2016).
Task 1
The roles and responsibility of the marketing functions.
Marketing
it is a study of the management for exchanging the relationship. It is a process of business for
creating the relations with the satisfying customers. It only focus on the customers, marketing
which is the most premier component of the business. It is a philosophies which has been
analysed by the organisation that the needs of the customers and also making the decision for
satisfying the needs of the customers , better then competitors.
Importance of marketing
 Marketing help in exchanging, transferring and movements of the goods.
 Marketing is helpful in maintain and raising the standard of living of the communities.
 Marketing creates employment.
 Marketing is a source of revenues and incomes.
 It act as the basis of the marketing decisions.
 It is a source of new ideas.
 Marketing is also helpful in developing of the economy.
Marketing function
Marketing functions are the types within the larger firm which involve the research of the market
, producing the market plan, development of the products and services as well as the strategies
for overseeing the promotions, advertising, distribution and customers services(Blythe and
Martin, 2019).
The key marketing functions

marketing analysis
it is a studies of attractiveness and the dynamics of the special market within the Ben
Sherman. It is the part of the organisation which turn of the global environmental analysis. From
all the observation and analysis it identify the strength, weakness, threats and opportunities for
the market for the Ben Sherman.
Market segmentation
it is a process of dividing the market to the potential customers into so many groups and
also segments which is based on the different characteristics. The segmentation of the market has
been created for composing the customers which has been respond on the similar strategies of
marketing and traits of the similar interest, locations and needs(Ryan, 2016).
Pricing
it is a process where Ben Sherman has been set the strategy of the price for selling the
products and services in the market. It is the part of the marketing plan where all the prices has
been planned before launch it into the market.
Distribution
it is the power of the elements where it run the process of making the products and
services which is available for the customers and Ben Sherman users who really needs it. It is
directly done by the producer and also the service provider which uses the indirect channels with
the intermediaries and distributors.
Sales service
it involves the activities an operations in selling and promoting the goods and service of
the Ben Sherman. It basically involves the techniques and process for promoting, selling,
distributing of the products and services.
Roles and responsibility of marketing functions
Identify the needs of customers:- it is one of the first step which Ben Sherman has take
for identifying the needs and wants of the customers in the market. It gather the information and
analysis of the information which has been understand the customers which can base the product
design on the basis of the information(Sajid, 2016).
Planning:- it is the main role and responsibility of the marketing function where it makes
the marketing plan. Where the Ben Sherman clear about the goals and objectives which has been

achieved. It also figure out the timeline for achieving the goals and it makes strategy according
to the plan.
Product development:- The next step of the marketing function is toe develop the
products and services which suit on the needs and demands of the customers. In this it makes the
strategy fro designing the products and services and also quality. It is most important to develop
the factors of the products. From development of the products it easily fulfil the demand of
customers in the market.
Standardisation and grading:- its important to maintain the standardisation of the
products because customers get the same products and design from others. Grading is the
process where it classify the products according to the quality and similarity. If any of products
has the predetermined quality with other specification then at that time grading will ensure the
customers knows the goods which are the highest quality of Ben Sherman (Schaefer, 2018).
Branding:- it is one of the most important role of the marketing function where the decision of
the Ben Sherman which want the product for having the individuals for identifying the market
and also it want to recognised by the name of the brand. From having goodwill in the market it is
benefits of the company and products. It also make the separate identity for flourishing the own
attributes.
Setting up the customers support services:- its important for increasing the sales and make the
product visible in the market for that Ben Sherman has to set up so many services for the
customers such as the sales services, customers helpline, maintenance services, guaranty,
warranty etc.
Pricing:- it is also one of the most important role of the marketing function where the Ben
Sherman set up the price of the products which determine the success and failure of the company
such as the market conditions, demands, competition pricing etc. which will consider for coming
up the correct strategy of pricing. Organisation have to remember that the prices of the products
does not change frequently because to creates confusion in the market for the customers.
The interrelation of the other functional units
HR department to the marketing departments
Marketing and HR department working together for creating the brand of the Ben Sherman.
Marketing department communicates the brand of the organisation to the customers and on the

other hand the HR department department communicates with the employees for the
collaboration(Kotler and et.al., 2018).
Marketing department to Sales department
Marketing department promotes the organisation fro driving the sales for its products and
services. it provide the necessary research for identifying the target audience and customers. It
also depend on the Ben Sherman hierarchical structure. Ben Sherman uses the marketing strategy
in order to increasing the sales fro long term. Both departments plays an crucial role in the
success of the business and also understand to work together.
Task 2
Business objectives and importance
Business objectives
it is measurable and specific results of the Ben Sherman in the hope to maintain the grows of the
organisation. it act as the compass of the modern company. For dictating the allocation of
strength, weakness, opportunities and threats which may be available. Most of time it remain
same for the changes of circumstances.
Importance of the business objectives
Business objectives are the result which hope to achieve the goals and growth of the Ben
Sherman. There are some points which has been described below;
Getting and staying profitable:- Maintaining the profitability always making sure that revenues
always stay ahead of the cost of doing the business. The main focus is to control the cost on both
operations and productions for maintaining the profit margins on selling the products.
Productivity of people and resources:- employee trainings. Equipments maintenance and also
new equipments purchasing is all go into the productivity of the Ben Sherman. The main
objective is to provide the resource for all the employees which need to remain same as the
productive as possible(Baker, 2016).
Excellent customer services:- good services of the customers always help in retaining the
customers and clients and also generate repeat revenues. It always keep the customers happy and
also the primary objective of the Ben Sherman.
Marketing mix.
Marketing mix includes 7 elements that helps in focus in areas for make perfect and effective
plan for promote and improve products. At the time of launch new product Ben Sherman mainly

focuses on 7 p's of marketing mix for provide customer satisfaction. Following are elements of 7
p's :-
7 p's Ben Sherman Marks and Spencer
Product  Ben Sherman produce
products according to
different customers
according and different
choice.
 It produce many quality
products in huge quantity
and variety according
target market segment
like casual clothes,
formal, denim and
footwear, watches and
bags.
 It is very big brand and
mainly focus on fashion wear
clothes.
 it provide customer
satisfaction to them through
attract and satisfy their needs.
Price  Ben Sherman use cost
based pricing strategy so
through this strategy it set
price of product
reasonable and it includes
cost of manufacture and
profit of organization.
 Its pricing strategy is
very better because it set
price according to
different types of
peoples.
 Price includes premium,
high price for branded
 It use optional pricing strategy
and provide different product
at different price.
 Online products sale at high
price because its delivery
charges is high.
 Discount also provide to
customers for increase sales.

products and also high
price for luxury products.
Place  Ben Sherman distribute
their products in different
place and target market
according to choice,
culture and peoples.
 It also provide products
direct to customers and in
target market.
 Luxury brand and
premium brand products
distribute according to
customers like retail
shops, mall etc.
 It sale their product to whole
seller and than it sale to
retailer.
 Sale product through website
of organization.
 It not direct deliver product to
their individual customers.
Promotion  for promotion of products
it give effective
advertisement through
social media, magazines,
internet and technologies.
 Through these sources it
reach to audience and
attract them for purchase
products. So it spend
more and more money
for promote to products
and increase sale for earn
maximum profit.
 It use multimedia and
campaign for promote their
products.
 Provide products to customers
at lower price for attract
customers and increase sale.
Peoples  Ben Sherman provide
effective training for do
 It provide training frequently
for make perfect and sale

work effectively and
increase sale through
improve performance of
employees because
through training and
development programme
it provide all information
and tactics of sale s and
about products (Okumus
and Cetin, 2018).
 This organization also
provide service after sale.
Members of organization
contact to different types
of peoples and
organization give
remuneration to them.
effectively to products.
 New products launch by
organization so it provide
effective training for increase
skills and efficiencies of
employees.
 It innovate new products
through research and
development of market and
understand neds and wants of
customers.
Process  Ben Sherman provide
online delivery services
so customer attract
through this process
because this strategy
helps in save time and
cost.
 It also conduct time to
time research for
development and provide
product according to their
choice and latest trend.
 It remove, prevent and detect
warehouse and store system
because it consume more cost
so it take order from people
according to availability of
products.
Physical evidence  physical evidence of  It give products in colour

products includes
packaging, features and
quality of products.
 Ben Sherman give
product to customers
with attractive packaging.
 It provide product and
services very quickly so
that thing helps in attract
customers and increase
sales of products.
packaging for attract to
consumer.
 Before packaging it research
to market and analyse
competitor products and
packaging and make better
from them.
Similarities between marketing mix of both organisation.
Ben Sherman and marks & Spencer use marketing mix for systematic performance and
promote their products. Both has similar objective that improve business and provide customers
satisfaction so both are provide online delivery to customers. Training provide by both
organization for improve performance and skills and knowledge of members (Wilson, McCabe
and Smith, 2018). Attractive packaging provide to customers and quality product s well by both
organization. Technology and new innovation use by organizations for promote their products
and share information about new products and offer.
Tactics used in business objective.
Organization use many different tactics for meet business objective. Ben Sherman take
feedback from customers and users for evaluate satisfaction level of them so these tactics helps
in analyse that business objective met by organization or not. It use research tactics that use in
research of market for know and understand about wants and choice of customers.
CONCLUSION
It is a philosophies which organisation has been analysed for the needs of the customers
and also concern about the decision for satisfying the demand and needs of the customers. From
adopting the concept of the marketing increase the sale of the organisation, help in launching the
products in market, retain customers etc. it also visible the company and also the products in the
market for the customers. It will conclude the basic explanation of marketing, importance of the

marketing and also the marketing function. It also conclude the key function of marketing and
roles and responsibility of marketing function which interrelate to the other functional units.
Moreover, it will conclude the different ways of applying the marketing mix to the marketing
planing process for achieving the objectives. It will conclude the basic marketing plan.

REFERENCES
Books and journal
Baker, M.J., 2016. What is marketing?. In The Marketing Book(pp. 25-42). Routledge.
Blythe, J. and Martin, J., 2019. Essentials of marketing. Pearson UK.
Kotler, P. and et.al., 2018. Marketing management: an Asian perspective. Pearson.
Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers.
Sajid, S.I., 2016. Social media and its role in marketing.
Schaefer, J.W., 2018. Content Marketing: Essential Guide to Learn Step-by-Step the Best
Content Marketing Strategies to Attract your Audience and Boost Your Business. EC
Publishing via PublishDrive.
Okumus, B. and Cetin, G., 2018. Marketing Istanbul as a culinary destination. Journal of
Destination Marketing & Management. 9. pp.340-346.
Wilson, E.J., McCabe, C. and Smith, R.S., 2018. Curriculum innovation for marketing
analytics. Marketing Education Review. 28(1). pp.52-66.