Marketing Fundamentals Report: Estee Lauder Marketing Analysis

This report examines the marketing fundamentals, using Estee Lauder as a case study. It begins with an introduction to marketing, defining its core activities and principles. The report then delves into the procedural stages of marketing, including situation analysis, marketing strategy development, marketing mix decisions (product, price, promotion, and place), and the implementation and control phases. The role of the marketing mix in achieving customer value is highlighted, emphasizing the importance of understanding customer needs and preferences. Furthermore, the report explores stakeholder engagement and its impact on Estee Lauder's marketing activities, considering the influence of government regulations, employees, suppliers, and customers. Finally, the report reflects on the use of tactical communication tools, such as social media, in marketing campaigns. The analysis provides a comprehensive understanding of marketing principles and their practical application in a real-world business context.

MARKETING
FUNDAMENTAL- 2

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1A.........................................................................................................................................3
Procedure and stages of marketing including marketing mix role..............................................3
Role of marketing in context of creating customers value..........................................................5
Stakeholder engagement and their impact on Estee Lauder marketing activities.......................6
TASK 1B.........................................................................................................................................8
Reflection.....................................................................................................................................8
CONCLUSION ...............................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing refers to activities undertaken by organization to promote selling and
purchasing services and products. In short it is an action taken to bring tending to business
offerings; it will be physical product for service or sale offered for example, billboards on road
side and magazine advertisement (Armstrong and et.al., 2014). In other words marketing is a
procedure by which groups and individuals acquire what they want and need through exchanging
and creating goods and value with another, it is known as fundamental of marketing.
Merchandising principles consist of price, product, promotion and place. The present report is
based on Estee Lauder companies Inc. is an international marketer and manufacture of prestige
skincare, fragrance, hair care products and makeup based in New York City. This study explain
stages and process of marketing and role of marketing mix including it. It clarifies function of
marketing in creating value for consumers and also justify engagement of stakeholder and their
effect on organization marketing activities. Furthermore, this report explain tactical
communication tools in part B of this project in context of reflection.
TASK 1A
Procedure and stages of marketing including marketing mix role
In process of marketing situation is analyzed to identify opportunities, the marketing
strategy is developed for value offering, tactical decisions are has been taken, plan is executed
and outcomes are monitored.
Four steps is entangled in process of marketing-
Situation analysis- Analysis of condition in which organization find itself serves as basis
for distinguishing chances to satisfy unfulfilled consumer needs. Environmental and situational
analysis is one of the best things that help to identify the best opportunities for Estee Lauder in
market place. Situational analysis is done to understand firm capabilities and also to understand
surroundings in which they are operating. Marketing manager of organization conduct market
research in which they get all the knowledge about people preference, society believes and other
things which help them to make their marketing strategy.
Marketing strategy- After identify marketing opportunities and conduct market
research, strategic plan is created to grab the identified opportunity. Investigation is done and the
best acquirable option is selected, strategy or plan is made for that possibility. Estee Lauder

marketing manager make their plans after getting information about customers like and demand
in products.
Marketing Mix Decisions- At this level, detailed tactical decisions are taken for
manageable parameters of marketing mix (Londhe, 2014). Marketing mix play important role in
process of marketing, manager made their decision related to products development, product
distribution, pricing and promotion of goods.
Role of marketing mix-
In decision making process marketing mix is one of the most essential thing which help
to garb the attention of customers and gain profitability and increase productivity.
Product- In marketing process company marketing department make their decision for
promoting their products in which they conduct market research. After investigation organization
produce goods which is different and unique from the other company products.
Price- in this stage marketing section set price of each products that impact on profit
margin. Affordable prices has been set by them which garb the attention of people.
Promotion- In marketing process promotion of products is one of the most important
activity that help to introduce goods in marketplace where they attract customers towards
purchasing. By using different sources of promotion company garb attention of clients more than
the others.
Social media and blog posts is one of the best promotional tools that support to
communicate with customers and help to generate awareness among group of people about
products quality.
Place- Putting products at right place at right time give the best opportunity to business to
gain competitive advantage.
Implementation and control- In the process of marketing, it is the final step in which
organization executed their strategy or plan and monitor outputs of marketing efforts to adjust
marketing mix accordant to market modifications. In this step marketing manager or department
implement their strategy base on marketing mix decision and take it into action. After the whole
process product is presented in marketplace for satisfy customers and gain profit.
Stages of marketing-
Define opportunity or problem- Defining problem and opportunities is the most
essential part of marketing investigation process. In marketing research company define their

problems and try to solve it. It helps to know about the market opportunity which they garb for
developing business more.
Develop research plan- After define opportunity, marketing department develop their
plan base on research in which they conduct market researcher and identify customers
perspectives, it is the second stage of marketing.
Gather relevant information- Thus, after making research plan organization collect all
the relevant data or information base on marketing process. In this procedure with the help to
investigation organization know about people like.
Analyze information and report findings- Gathering all the information about
customers preferences firm analyze information.
Take action- After analyzing data or collect information marketing department take their
action in which they promote their products in marketplace.
Role of marketing in context of creating customers value
Marketing procedure includes ways in which value is created for consumer to satisfy
their needs and requirements. Identify customers, satisfy consumer and retain them are the role
of marketing that help to crate values for clients. Marketing department conduct market research
in which they identify consumers wants and demand (Kozlenkova and et.al., 2015). With the
help to this research company create valuable products for people. Marketing process aware
people about product and insure them it is precious for them in their lives. Estee Lauder
marketing department set their target market and make plans who to reach to them. Operations,
sales, process and marketing of product all contribute to create value. Organization marketing
department need to focus on the procedure of marketing which set image of goods in their mind.
In other words value for customer is created by concentrate on systems as much as it is by
culture and mind set. Values and mind set is very difficult to change and also hard to emulate.
Therefore, for long term success it is important that organization need to alter thoughts of
customers for products with the help of marketing. Advertisement and promotion is one of the
most effective tool of marketing that help to give all the basic information about goods to
customers.
Creating values for customers marketing department provide them better services in
which they provide them all the data relevant to products, for example, Estee Lauder companies

offer skin care and makeup products to people where they need to inform customer what is their
goods and how it is beneficial in its lifestyle. With the help of marketing company garb the
attention of consumer and increase satisfaction level the most. Before making any plan firm have
to understand client value, what they perceive, how to get their feedback and how customer
value demands change over value. Consumer buy goods that make value over competing
options, it need to be focus by marketing department when they are making advertising plan.
They have to offer the best and unique products which is better than its competitive product. Set
price that makes buyer believe he/she is getting more than pays for benefits they get versus
competitive offers.
Create right products available to right customer at right time is one of the most effective
role of marketing that help to create values for people (Davcik and Sharma, 2016). After
conducting research marketing manager know about people likes and what is valuable for them.
Thus, it contributes in process of making decision or strategy of advertisement in marketplace.
Marketing play their important role in retaining customer with purchasing products and
organization services the most. With the help of promotion people will know about the goods
and try to adopt in lifestyle more than the other products. People buy things because they like it
and need it, they do not buy things because they like them only. Marketing offer products which
customers needs and perceived that is useful for them. Buying decision of customer is made base
on quality of product, price, material which is using in process of manufacture etc. company
provide all the things that give proper satisfaction to people and help to fulfill their needs.
Stakeholder engagement and their impact on Estee Lauder marketing activities
Stakeholder engagement affect organization functions, activities and business operations
the most (Taghian, D’Souza and Polonsky, 2015). Employees, customers, government, suppliers
etc, are the examples of stakeholders which is connected with firm.
Government is the system and team of people governing a well organized society often
state, it is usually consists of executive, legislature and judiciary. Government made policies and
rules in country in which they make changes according to the situation. They change the way
company work and influence business either by passing law. Government rules and changing
policies make impact on Estee Lauder marketing activities the most, it affects business in
different ways which directly or indirectly influence on productivity and profitability. Lack of
political stability significantly impact business operation in which company need to make some

changes in their marketing strategy or plan. Estee Lauder operate their business at global level
where it gets affected more due to unstable structure of government rules. Organization plan
their marketing process according to advertising regulation in which they need to follow all the
norms related to advertising products in community or state.
Employees is one of the most essential part of successful business, they offer package of
benefit to company that include stock options. As stakeholder workers affect business activities
and decision making process in various ways. Estee Lauder companies work with high skilled
and talented people who give their contribution in creating marketing plan and other activities
that are related with adverting of products. To retain talented staff members company make
different strategies and offer benefits to them that help to engaged with business for longer.
Skills and knowledge of employees impact on marketing activities of organization in which they
work hard for advertising and promoting goods in marketplace where they garb the attention of
new customers and retain existing customer for long time period. Staff hard work performance
increase profit margin of firm as well as financial budgets more and more rather than the others
in business world. On the other side unskilled people impact negatively on company growth and
success where risk of failure get rise.
Suppliers is a group of people who supply their services and company products in many
places. Distributer affect Estee Lauder marketing activities the most, when bargaining power of
suppliers get increase in which they change their policies and need more price for distributing
goods in shops and another place. Sudden changes in suppliers services make impact on
company marketing actions or plan.
Customers is one of the most important stakeholder of any firm where they play their
essential role in increasing profit. In economy people change their perspectives and preferences
according to the trend. They want products that is popular in market and useful to them and fit
accordant to needs. Estee Lauder marketing department create marketing plans related with
customers values and needs. Sudden changes in customer preference make impact on
organization advertising activities. Thus, firm need to do some change in their marketing plans
and restructure all the process again after conducting market research which help to know about
current likes and values of consumer. Unsatisfied customer cannot buy those products that
cannot give them proper satisfaction and they switch to another purchasing of goods. This will
affect negatively on company market share and profit margin more than another.

TASK 1B
Reflection
I used different tactical communication tools in this project to communicate with
customers and generate awareness. Social media and Blog posts is one of the best
communication ways that help to make connection with people easily in society. Social media
marketing is the most effective way and people are more familiar with it (Constantinides, 2014).
Companies and brands use this tool to interact with customers and inform them about their
product. With the help to Youtube, Facebook and other sources organizations do marketing and
garb the attention of clients more and more. Social media marketing include video chat, ads,
posts and another activities that help to launch goods in marketplace.
On the other side I used blog posts in context of communication tool that also help to
communicate with consumer and build strong relationship with them more than now. I used this
tool because I never find out the best ones more than it. Blog posts contribute in publishing or
advertising goods in society or community, posts are usually displayed in reverse chronological
order at the top of web pages. I work on this project with my team members and we all decided
to used social media and blog posts as communication tool that is very useful and effective
things. To work more in this project my interest is increased more and more for doing this given
report and accomplishing it on time. With the help to using these tools I get success in process of
communication. Shannon and Weaver communication model help to communicate with
customers in order to gain their trust and build strong relationship with them. This model is
based on five elements: channel, destination, transmitter, information source and receiver.
Both social media and blog posts communication tools is very effective and useful to
generate awareness about goods and services of company in society (Mukherjee, 2014). My team
members also show their interest on working in this project that help to complete it on
appropriate time frame. I chose these tools because they work easily in short term period for
marketing and promoting goods. I found both as effective communication equipment that
generate awareness among group of people in economy faster rather than the other tool. When
organization need to plan and organize rapidly changing communications network in high
competitive environment tactical communication tools makes their process of product awareness
easier. I realize that social media advertising and blog posts marketing is one of the best and

better way to make good relationship with customer and gain their trust. I think that both the
tools work effectively and perform incredible in process of advertising while others cannot.
CONCLUSION
The present report discuss about the process of marketing which help to make effective
marketing plan for Estee Lauder company. It has been concluded stages of marketing that
followed by company which generate their profit margin more than another. This report
discusses customer, government, suppliers and employees as stakeholder of company and their
engagement. It has been discussed that all the stakeholders impact organization marketing
activities in various ways and also affect on their decision making process directly and indirectly.
The present report covered all the basic information about marketing and discuss their role in
creating value for new and existing customers the most. In part of B of this study social media
and blog posts has been discussed as the most effective tactical communication tools that help in
process of generating awareness among customers in regard of products.

REFERENCES
Book and Journals
Armstrong, G. and et.al., 2014. Principles of marketing. Pearson Australia.
Constantinides, E., 2014. Foundations of social media marketing. Procedia-Social and
behavioral sciences. 148. pp.40-57.
Davcik, N.S. and Sharma, P., 2016. Marketing resources, performance, and competitive
advantage: A review and future research directions. Journal of Business
Research. 69(12). pp.5547-5552.
Grönroos, C. and Gummerus, J., 2014. The service revolution and its marketing implications:
service logic vs service-dominant logic. Managing service quality. 24(3). pp.206-229.
Kozlenkova, I.V. and et.al., 2015. The role of marketing channels in supply chain
management. Journal of Retailing. 91(4). pp.586-609.
Kumar, V. and Reinartz, W., 2016. Creating enduring customer value. Journal of
Marketing. 80(6). pp.36-68.
Londhe, B.R., 2014. Marketing mix for next generation marketing. Procedia Economics and
Finance. 11. pp.335-340.
Londhe, B.R., 2014. Marketing mix for next generation marketing. Procedia Economics and
Finance. 11. pp.335-340.
Maslowska, E., Malthouse, E.C. and Collinger, T., 2016. The customer engagement
ecosystem. Journal of Marketing Management. 32(5-6). pp.469-501.
Mukherjee, S., 2014. The use of Twitter, Facebook, LinkedIn etc. as strategic tools for crisis
communication. International Journal of Management and International Business
Studies. 4(2). pp.175-180.
Taghian, M., D’Souza, C. and Polonsky, M., 2015. A stakeholder approach to corporate social
responsibility, reputation and business performance. Social Responsibility
Journal. 11(2). pp.340-363.