Marketing and Its Application Report: Beauty Giant Analysis

This report delves into the multifaceted world of marketing, exploring its core concepts and practical applications within an organizational context. The report begins by defining marketing and its evolution towards a customer-centric approach, emphasizing the importance of value and knowledge. It then outlines key marketing functions, such as customer service management, marketing planning, brand and product management, communication strategies, promotion, distribution, sales support, innovation, and marketing segmentation. The report further examines the interrelationships between the marketing department and other crucial organizational units, including human resources, information systems, finance, operations, research and development, customer service, and logistics. A significant portion of the report is dedicated to a case study, analyzing the marketing plan for Beauty Giant's new anti-aging product line, 'Forever Young,' using the 7Ps of the marketing mix (Product, Place, Price, Promotion, People, Process, and Physical Evidence) to assess the product's potential for success. The report concludes by summarizing the key findings and implications of the analysis.

MARKETING AND ITS
APPLICATION

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Part 1...........................................................................................................................................1
Part 2................................................................................................................................................5
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing is the branch of management that is based on the exploration of an enterprise's
multi-faceted spheres to become viable in a business unit level. In recent times, there has been a
role reversal for the marketing functions and has laid drastic altercations to bring revolutionary
up-liftments for the entire organisational setup which has been encompassed around the
customers' demands and expectations. It is refereed as the customer centric approach to shift the
momentum through value conscious and knowledge intensive methodologies for fetching the
users' attention to convert them into loyal customers'. This assignment is based on giving insights
on the conceptual composition in context of the marketing functions, along with their inter-
relationships with other departments of an organization. It will also describe about the cosmetic
brand Beauty Giant's new lines of anti-ageing product named as 'forever young' by using a
marketing plan using the 7P's of marketing mix.
MAIN BODY
Part 1
Marketing is a process of advertising and promoting products and services in the market
through various sources. the concept of marketing includes various elements such as marketing
mix, marketing plan, etc.
There are various roles and responsibilities that have been defined to understand the
functionalities of an organisation that have employed the marketing components in effective
manner.
Customer services management:It is one of the major responsibilities of the marketing team that
design an outline to create information through proper feedback channels, conducting surveys,
forming a customer support team and many more. This has two categories namely internal
channel formulation and external channel outside the company. The former has the relevancy in
re-alignment of strategic decisions and the latter searches and perform the actions to understand
the needs, demands and requirements of the consumers' to make them attached with their
respective brand or product.
Marketing Plan: It is that indicator that supports this department members to comprehend the
implications of adopting and implementing of a plan to bring radical changes that encapsulates
the cohesion for preventing and safeguarding the segmentation by meeting the specifications in

each segment that optimizes the overall outlook of the extension of devising the structured
provision in terms of materials, pricing etc (East and et.al., 2016).
Brand and product management:The main role is to channelise the working practices either for
improvising the existing or current products or else through developing a new product or service.
However, they research and study about the purchasing patterns of consumers' and later plan the
procedure to gain competitive advantages on the basis of parameters like pricing, use of
promotional tool, advertising methods and more (Kamboj and Rahman, 2015). Moreover, the
marketing team uses the strategic pricing by focusing on the entire preparation done before and
the launch and promotion of a product or service.
Communications with marketing-information management:With onset of digital technologies
in the open economy, the collection of data has become much easier and convenient. This market
information has been employed in practice to make proper decision making for enhancing the
overall performance management. Nonetheless, they also plan the resources' allocation with
appropriate scheduling to maximize the productivity, along with provide support in maintaining
the transparency while negotiating the deals or any distribution networking
Promotion: This department used various platforms to communication by using both traditional
and modern methods such as billboards, advertisement boards, newspapers, television, radio,
social media platforms like Facebook, Twitter etc. Along with, use of search engine optimization
has built the content to ensure the reliability and validity of the information and details provided
by the company to gain the attention of their customers. It also added the publicity gimmicks.
Distribution:This marketing function lays emphasis on the integrated framework of the channel
arrangement of tasks which are related after product development. It involves a number of
procedures, techniques and methods that assist in management of procurement and acquisition of
prospective customers to make them understand about their company's products and services
(Van den Bossche and Prévost, 2016).
Sales Support: The marketing department has an imperative role in heightening the sales volume
by speeding the operational activities with high quality through a mechanism. Moreover, it
assists in the supplying power for selling of the specified products and materials appropriately.
Here, the empathy maps comes in handy to lay a direct connectivity to know about the users
expectations.

Innovation: This team suffers from creativity due to upsurge rise of the global competition
amongst several corporations. For the same, the marketing team has been put under tremendous
pressure to outshine by being original and driving the enterprise's available resources to bring the
surprise element for their customers that helps them to sustain in the markets for longer run.
Marketing segmentation: This is an essential component for suitable segregation of products or
services in terms of geographical, demographical and generalist types. Moreover, it gives
insights on the promotional tools with distribution channels by incorporating this diversification
through targeting the users as per their location or age or demands respectively (Vellas, 2016).
Along with, this emphasis on the conduction of analysis and monitoring part to recognise the
strengths and weaknesses to understand the reporting, record-keeping, market analysis,
campaigning and contacting customers through various arrangements.
An organisation is standing on different yet together functional units that glue together
the taskforce in a unified order. These following functional departments must cooperate and
support each other for understanding the nuances attached with each other's drawback or benefit
to demonstrate and comprehend their complete contribution on the whole and laying the
foundation of enhanced productivity, amicability and profitability (Tran, 2017).
Human Resources' Management: This is one of the most sought after departments of an
enterprise and has a direct influence on the working practices of each section for maintenance of
discipline, work ethics and code of conduct. Their major agenda is to recruit skilled people and
also provide training with proper command to balance the roles and responsibilities and creating
a competent atmosphere which assist the marketing team to communicate with all other
departments' smoothly in order to meet the targets set to attain the production on time (Olson and
et.al., 2018). For example- employees are hired by HR to work as sales force. They help in
attaining sales targets.
Information systems: There has been a rise in the technological advancements in the form of
website, intranet, extranets and more in an organisational arrangement. However, these tools
have benefited the marketing team in effective order. In this regard, the marketing team uses this
platform in giving up-to-date information about the supplies, cross-overs, materials etc. to the
entire taskforce at one go and others like stakeholders, mangers and board members. It has

improved the cost effectiveness with time efficiency. Along with, customers can also give the
feedbacks and reviews promptly, helping the marketing team convenient. For example- the
information gathered in analysed by marketing department to make changes in products
Finance Department: This department works in proximity with the marketing team to do the
research work through an evaluation based on the analysis done while planning for promotional
evens and distribution channels as well. With emergence of new tactics, there might be
possibility that this team overspends and thus the finance department can keep a check and audit
their moves in strategic manner to concentrate on the overall market shares including
investments, cash flow and covering of costs through any insurance etc (Sargeant and
MACQUILLIN, 2016). For example – budget is prepared according to aims and objectives of
marketing plan.
Operations Department: This section consists of various parameters of development,
production, warehousing, packaging and distribution. With reference to the same, the marketing
is mainly dealing with packaging, storing and distribution through retailers. Henceforth, their
members look out for the planning, generation and execution parts for optimum utilisation of the
functions through cooperation and supervision. This would assist in chalking the promotional
plan and the methods to be used for promotion and advertising. Also, an unworkable scenario
would hamper the progression and also affect the sales of a service or product so the marketing
team focus on the selling concept with diligence.
Research and Development: This is that determinant that has a strong influence on the
approaches adopted by the marketing team. It is that section where innovation or generation of
new ideas or products occurs, thus they get proper assistance and support from the marketing
team to drive their sustainable performance in leaps and bounds to attract the potential audience
by giving attractive substitutions.
Customer services: It is one of the backbone for the marketing team to evolve on. This part has a
direct link with IT that has underpinned the criteria to be fulfilled by the marketing department
(Baker,2014). This department captures, stores and process the entire data for understanding the
glitches that might have occurred to the customers due to their employees.
Logistics:This part is connected with the transportation of product from the storehouse or
warehousing after the production and packaging has been achieved. Moreover, it has been

concerned with using different sources like trucks, planes, vehicles, trains etc. for tracking the
consignment or order in real time frame. The motive is to reach the customers' in the most
efficient and proficient manner. Hereafter, it is essential for the marketing team to make
sufficient area for keeping their inventory as well as storing the products for the distribution in
terms of quality control and mitigating the risk assessment.
Part 2
7P's of Marketing Mix
It is defined as the combination of tactics in relation to the marketing for satisfying the
customers' in the targeted market.
Product- Loreal launch products aiming at mid-twenties and over thirties women for preventing
their ageing process in effective manner. They are also involved in different segments of
cosmetics involving shampoo, conditioner, hair colouring with a wide pool of products. Further,
their portfolio has been classified into four major categories such as professional products'
division, consumers products division, L'oreal Luxe and active cosmetics division. On the other
hand, MAC's product portfolio has many choices for their customers. For example, they offer
more than a hundred shades in lipstick only. Their products' standards are highly appreciable and
has focus on the customers' engagement with the conceptual composition for market orientation
(De Mooij, 2018). They have been into this business for decades now and launch their product
line as per the demand-supply and seasonal aspects.
Place- Loreal have been one of the renowned brands at the international level and has expanded
its operations in all parts of the world. They have grown in almost 130 countries and are
available in both online and offline modes (Mohammad, 2015). Additionally, they have occupied
a prominent place in all the major locations with a widespread reach in terms of capital, stores
expansion, investors and others. Whereas, Mac This parameter reflects on the route or the
channel that acts as the platform of displaying their products in attractive way to reach their final
consumers effectively. Their stores are in almost all major locations worldwide and provides a
platform to try their product through personal experience. Along with this, online shopping is in
vogue which has affected their targeted audience effectually.
Price- Loreal's pricing strategy is static and is in affordable range for all ages of women.
Additionally, their quality and maintenance of value with reliability quotient has been on a rise

due to its brand awareness and they are still trying to make all their four classifications in all the
brand outlets, supermarkets and different e-commerce websites. On the other side, Mac considers
this as one of the important parameters that affects the entire turnover with focus on number of
customers and the qualitative analysis to identify there customer segregation that is mostly
depended on the demographics and geographical as well. Moreover, these are over-priced that
are consumed by the high end customers with a substantial amount of disposable income.
Promotion- Loreal's slogan has a deep impact on the minds of their loyal customer base with
the tag-line stating that “because we are worth it”. Along with this, they have a variety of
celebrities who are endorsing their multiple products, targeting different sections of women in
the society. This gives them an upper hand as the number of celebrities comes under the A-List.
Also, they have joined hands with e-commerce websites for making it convenient and easier for
their products. Mac This is one of the tools to attract their targeted audience with enhanced cost
effectiveness and time efficiency. However, on the other hand, Mac has used celebrities from
time and again as it's the best tool to connect with people. With this, their marketing team has
been active on several social media platforms like Youtube, Facebook etc. to provide updates
and latest trends or any discounts etc. to their customers' (Wensley, 2016).
People-This component means the customers' segmentation along with an overview of their
hired people through whom one can determine its standards and skill. Moreover, Loreal's motto
of maximum customers' satisfaction has given wings to their ever-growing list of customers from
all over the world. Along with, they always hire professional and skilled staff so that the training
required is minimal with self motivation and committed passion to outgrow. Whereas Mac target
younger females which have led to controversial issues but still there popularity has not got
affected due to its wide range of varieties in products that not only offer make-up essentials but
also provide assistance in different services.
Process- Loreal's project named CARE have put insights on the cultivation of a healthy and
secure ambience that leads to exponential growth (Khan,2014). Furthermore, they have been
attached with various welfare schemes and have many collaborations such as Canes Film
Festival, UNESCO and more. Along with, their prime focus is to fulfil the customers'
expectations in the most proficient way. On the other hand, Mac packaging has been in dark and
subtle colour to present their products in grandeur order with an emphasis on the contemporary

vibes that create an atmosphere to appeal their customers in the most fashionable order. Along
with, they believe in the reliability and regenerative power in context to their availability of
products for spreading organic ways among their targeted audience.
Physical Environment- Loreal involves a vivid description of the entire details through
innovative concepts in their stores layouts with different configurations of size, space, design etc.
Nonetheless, it concentrates on catching the attention of their consumers through employing
several retailing tools, methods and techniques. Whereas, MAC management follow this final
stage where the services get offered and displayed to make their customers feel a sense of
accomplishment as the overall tangibility affects the workings of the employees'. Moreover, this
also facilitates transparent communication with sustainable performance management assisting
in reaping benefits.
Marketing plan
Executive Summary
This outlined the vision of Beauty Giant company with an objective of becoming the
marker leader for anti ageing products in all over the world. Their focus is on maintaining their
positioning in static mode and have emphasized on the pricing strategy to grow their business in
exponential progression.
Overview
Beauty Giant is one of the upcoming cosmetics brands that have recently launched a
product namely “Forever Young” that is aiming at over thirties women to prevent them for
ageing. Their number of branches are approximately 50 and are mainly dealing with both men
and women toiletries. However, they are not in the production stage.

Aim/Objectives
Their ulterior aim is to become the leading company in selling cosmetics at both local
and global levels. Moreover, they want to lead and direct the market in the context of anti ageing
products.
SWOT Analysis
STRENGTHS
 Product's quality is high
 Branding is original and quirky with a strong online presence
WEAKNESSES
 Product's price is affordable as compare to other substitutes
 Their products can get copied easily
OPPORTUNITIES
 Can diversify its products range
 Expansion other than UK states
THREATS
 Fluctuations in the global competitive marketing Other competitors who have more capital and are selling it at lower prices
Marketing mix –
Product -They are going to launch a product aiming at mid-twenties and over thirties women. a
product consists of some elements or features which helps in fulfilling needs of people.
Place- They have been one of the renowned brands at the international level. It is necessary to
select proper place so that product is easily available to people.
Price - Their pricing strategy is static and is in affordable range for all ages of women. the price
of product must be set according to purchasing power of people.
Promotion- Their slogan has a deep impact on the minds of their loyal customer base with the
tag-line. Products must be promoted through social media or internet. it helps in creating
awareness about products.

People -This component means the customers' segmentation along with an overview of their
hired. Employees are people that reflect organisation culture.
Process- Their project named CARE have put insights on the cultivation of a healthy and secure
ambience that leads to exponential growth
Physical evidence - This involves a vivid description of the entire details through innovative
concepts
STP
This stands for segmentation, targeting and positioning. It assists this brand's marketing
team to use the latest online methods and techniques for fetching their customers' attention and
positioning themselves at the local markets with creative advertising tactics which is also
affordable and eye-catching (Wirtz and Lovelock, 2016).
Marketing strategy
Their strategic decision making is based on their skimming pricing tactic that has p[roved
beneficial to cut down their competitors drastically in short span of time.

Budget
The entire costing along with using both traditional methods of radio, billboards,
pamphlets and also the modern usage of social media platform and other IT tools using devices
like Whatsapp, Facebook, Instragram etc. as majority of the youth are present maximum time on
the digital world. Lastly, the total costing as per their finance department incur approximately
150 euros that includes advertising and others.
Control and Evaluation
This section shed light on the overall assessment and analysis of all the performance
metrics in both qualitative and quantitative aspects that pave the path for this enterprise to
understand the objectivity attached with the sales volume and use of marketing tools.
CONCLUSION
It has been summarised that marketing has become an integral part in the development of
a business's product effectively. It not focused on the product development but also involved in
the multi-dimensionality components that comprises sales, distribution, promotion, retailing and
more. Furthermore, this report has successfully concluded about its contribution in making the
connectivity with other departments of an organisation. This has highlighted the need of a
dynamic approachability to garner the customer's viewpoints by using various procedures,
methods and tools. Nevertheless, it has shed light on the market orientation which is in
exponential growth due to the stronger purchasing power and also involved the need of flexible
shift for proficient adaptability skills to imbibe the coherent and concise business to business
information that assisted in gaining profits, sales volume and revenues generation. Lastly, it
framed a marketing plan when chosen company used the 7P's of the marketing mix to create its
promotional activities with prominent efforts.