Marketing Essentials Report: Application of Marketing Mix Elements, UK

This report delves into the core concepts of marketing, examining the key roles and responsibilities within a marketing function. It explores the relationship between marketing and other organizational functions, such as Human Resources, Research & Development, and Finance, highlighting their interdependencies. The report then applies the elements of the marketing mix (Product, Place, Price, Promotion, People, Process, and Physical Evidence) to the marketing planning process, specifically focusing on the launch of a new anti-aging cream called 'Forever Young' by the cosmetic company, Beauty Giant. The analysis includes product features, pricing strategies, promotional activities, and target audience identification. Finally, the report provides a basic marketing plan for the organization, offering insights into how to maximize profits and enhance market share in the competitive cosmetic industry. The report emphasizes the importance of understanding consumer needs and adapting marketing strategies to achieve organizational goals.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1: Key Roles and Responsibilities of Marketing Function.......................................................1
P2: Roles and Responsibilities of Marketing in relation with other organizational functions ...2
TASK 2............................................................................................................................................3
P3: Application of Marketing Mix Elements to the Marketing Planning Process to achieve the
goals of Organisation..................................................................................................................3
TASK 3............................................................................................................................................7
P4: Basic Marketing Plan for an Organisation............................................................................7
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing is a process used by various organizations in order to create a product that will
meet with the customer needs as well as satisfy the consumers. Marketing is a continuous
process as it never ends. It begins with analysing what a consumer wants and create a product
around it and not ends even after the product has been sold to the consumers as to provide after
sale services. Marketing plays a vital role for an organization as it helps in growth and
development of a company (Withanawasam, 2015). Marketing is an important function as it
helps the organization in getting the desired performance. Other than that, it is important to
establish a relationship between the various functions of management and marketing. In the
context of this research, a cosmetic company has been chosen to implement the elements of
marketing mix and develop a marketing plan in order to maximise the profits and enhance the
market share.
TASK 1
P1: Key Roles and Responsibilities of Marketing Function
Marketing refers to the exchange of goods and services and satisfying the basic needs of
customers. Goal of every business is to earn profit and this can be easily achieved through
marketing. The following activities are undertaken in regard of exchange of goods and services :
Branding: Product in the market should have certain identity for this a distinct name is
given to a product which refers to branding. First role of marketing function is to promote brand
image of their company. The department of marketing of Beauty Giant helps the company to
promote its brand. The responsibilities of manager to is to create some promotional measures
like use of social media, advertising , online ads so that brand can be promoted.
Product design: It plays a crucial role in selling of a product. If product is designed
attractively it will increase the products sale. Here the responsibility of manager of Beauty Giant
is to look after the proper design and specification so that the company can take a competitive
advantage over other companies (Westra, 2015).
Pricing: It is the most important function of marketing manager to fix the price of a
product. It should be fix in such a manner so that it is convenient to be used by each and every
group of society and help the organisation too for earning the profit.

Packaging and labelling: Packaging plays a important role for every brand as it avoids
breakage, destruction of goods during the transportation. It differs from product to product as
some product need to be packaged in bottles, plastic bags, tin etc. Labelling refers to the detailed
information regarding the product. Responsibilities of manager is to check whether the product is
properly packed according to the quantity and must also check the expiry date, date of
manufacturing, price etc. of the product (Walliman, 2015).
Customer support service: Goods and services are exchanged for the customer need. It
is the responsibility of manager of Beauty Giant to address the complaints of each customers and
providing them a proper solution and also providing financial services online to customer by the
means of internet. This will help the company to get proper feedback of customer.
Distribution: Physical distribution plays a important role to place a product at right
place. Company must have easy access to transportation as it is very necessary to transfer the
goods properly to reach the hand of consumers. Manager responsibility is to check the proper
mode of transportation.
Storage: It is very important to store some of the goods for future purpose and for this
purpose godowns are used. It plays a important role as any negligence would lead to the damage
of entire stocks. The responsibility of manager is to go through the godowns where the stock is to
be kept and must look after the cleanliness for the same so that stock remain safe.
P2: Roles and Responsibilities of Marketing in relation with other organizational functions
Marketing Function performs various roles and responsibilities for an organization. It is
very crucial for a vast organisation like Beauty Giant to establish a relationship between the
Marketing Function and other functions of Beauty Giant. It is a cosmetics selling Company and
have around 50 branches all over United Kingdom. It sells products which deals in toiletries for
men and women. They are able to develop a good brand image but the major drawback for them
is they do not participate in the process of production and selling of their own products (Uhl and
Gollenia, 2016).
The relationship between marketing function and other organizational functions of
Beauty Giant can be shown by:
Marketing and Human Resources: HR is a vital function of Beauty Giant as it involves
recruitment, selection, training and development of personnels that can help the company in
achieving their goals and objectives. Marketing function needs to have a tie-up with Human

Resources as it will help them in getting the right employees for the right job that will help the
vast organisation like Beauty giant in achieving their goals effectively and efficiently. Also, HR
function will help the marketing function in keeping the records of employees who are scoring
their targets effectively and will help them in the promotion of those employees and allotting
more responsibilities to them.
Marketing and Research & Development: R&D is considered as the most department of
Beauty Giant as it helps them in creating new products for their customers which will help them
in enhancing their market share. Marketing and R&D needs to walk hand in hand as marketing
function will provide feedback and complains to R&D which they can establish and create a
product and implement these in the new range so that the customers are satisfied (Pooler, 2018).
Marketing and Finance: Finance function involves taking care of the funds required by
the organisation and ensures that the organisation does not lack the funds when needed.
Marketing needs the support of Finance as Finance function will able to provide adequate funds
to the marketing function so that they can meet with the different promotional activities, research
and distribution needed in order to attract customers in buying the product supplied by Beauty
Giant.
These functions are the major functions of Beauty Giant that have direct relationship with
the marketing function as currently Beauty Giant only works as mediator who buys and sells the
toiletries of men and women in order to cut a profit out of it, so they do not have major functions
like production under them. But, Beauty Giant will soon enter in this segment as they are
planning to launch an anti ageing cream named Forever Young in the market (Meyerson, 2015).
TASK 2
P3: Application of Marketing Mix Elements to the Marketing Planning Process to achieve the
goals of Organisation
Beauty Giant is planning to launch a new product named “Forever Young” which is an
anti-ageing cream for the women in their 30's and it is believed that this cream would be first of
its genre and will able to capture the most market share of this sector because of the unique
feature that are provided to the customers. Unique features of 'Forever Young' involves the new
Peptide rich formula which will help the skin in glowing and in looking 10 years younger. This
product can be used on all the skin types and will be beneficial for the people who have acne or

have started showcasing the signs of early ageing. Though, it would be better for the customers
to start using the cream in their late 20's or in beginning of 30's for effective results.
The marketing mix elements refers to the internal factors that can be controlled by a firm
in order to capture the market share, satisfy the customer and enhance the profits in order to grow
more (Luchs, Griffin and Swan, 2015). These elements needs to be covered and studied by
Beauty Giant before the launch of Forever Young so that they can effectively attract the
customers to buy the product. There are seven elements of marketing mix. These are Product,
Place Price, Promotion, People, Process and Physical Evidence.
The implementation of Marketing Mix Elements on anti ageing cream 'Forever Young'
by Beauty Giant:
Product: The product as mentioned above is Forever Young. It is an anti ageing cream by
Beauty Giant. This cream will able to be prove as a game changer as it is believed that this cream
would be able to capture the major market share after the launch due to the varied features it
endorse, which involves, Peptide rich formula which have chains of amino acids as it helps in
creating and building blocks of cells and tissues, thus, resulting in natural, younger and glowing
skin. Other than that, this cream is suitable for all skin types and reduces acne and signs of
ageing. The cream should be start using by women who are in their late 20's or in early 30's for
effective results as it reduces the signs of early ageing in women (Holloway and Brown, 2016).
Place: The anti ageing cream shall be available in all the outlets of Beauty Giant all over
United kingdom. Though, the customers are free to buy the product, but, there would be limited
amount of creams will be manufactured in order to first see the reaction of customers and the
effect it has on the market as whether it has been able to attract the customer as thought of. The
set up of Forever Young would be in London and from there the cream will be supplied to the
various outlets of Beauty Giant.
Price: The Price of “Forever Young” would be £15 in order to attract customer in buying
the product. This cream would be differentiated because of its unique features and low price
range. Also, the cream would be available on the outlets of Beauty Giant, thus, cutting the cost of
various middlemen in the process. Also, the cream is priced relatively low than that of
competitors, thus, getting a competitive advantage. Also, this is the very first time Beauty Giant
is creating their own products, so it will be less risky.

Promotion: Currently, Beauty Giant is focusing on low cost strategy, that is why, they
are not focusing on taking up any huge marketing strategy in the process. But, it will able to
communicate about the new product to the potential customers with the help of various tie-ups
with the magazines, beauty salons and cosmetic shops so that people can come to know about the
product. Other than that, the low price strategy will be used to attract customers. Also, the brand
enjoys good reputation in the market and it will be effective in attracting new customers.
People: Every product is created for people who are supposedly in need of the desired
product. Similarly, Forever Young, an anti-ageing cream is created for the women in their late
20's or in early 30's to meet with the signs of ageing (Fine, 2017). Other than that, this cream is
suitable for all the skin types, so, the target segment for this cream would be women in their late
20's or early 30's. This cream would be able to provide radiance as of 10 years younger skin.
This product will provide natural, glowing skin because of peptide rich formula to attract women
of the segment targeted. Also, the people includes team of Beauty Giant, which comprises of
various sales executives who provides all the necessary help to the people so that they can make
the buying decision. Other than that, Beauty Giant has employed various scientists and
dermatologists who will help in creating best products for the customers.
Physical Evidence: It refers to the reassurance given to the customers in tangible format.
Here, the physical evidence provided to customer will involve the retail shop at which customer
buy the product from. It includes the outlet of Beauty Giant at which 'Forever Young' anti ageing
cream would be sold.
(Source- Cosmetic Shop Outlet, 2019)
Illustration 1

(Source-Make-up Stores, 2019)
Process: It refers to the process through which customer is delivered the product from the
unit of manufacturing (Eng, 2017). Beauty Giant place of manufacturing would be in London
and they need to deliver the products in the 50 outlets all over the United Kingdom. So, Beauty
Giant has hired a distribution and logistics team who will take care of effective delivery of
products from the factory to various outlets all over United Kingdom.
These elements can be implemented by the Beauty Giant for the successful
implementation of Forever Young in the market for the profit maximisation and major capture of
market share (Duffett, 2017).
TASK 3
P4: Basic Marketing Plan for an Organisation
To enhance the marketing plan of Beauty Giant, it is crucial to meet with the following
points:
Executive Summary: Beauty Giant is a Cosmetic company based on United Kingdom with
around 50 outlets all over the country. It deals in variety of toiletries for men and women from
various renowned brands all over the world. It enjoys a good reputation in the market because of
Illustration 2

the quality of goods and services provided by the company in order to meet with the needs of
customers.
Vision: The vision of Beauty Giant suggests to provide quality products and services to the
customers in order to enhance their experience with the brand.
Mission: The mission of Beauty Giant involves to develop and manufacture cosmetics that will
meet with the highest quality standards to help the customers in getting the desired results.
Objectives: The current objective of vast organisation like Beauty Giant involves introduction of
new anti ageing cream named “Forever Young” which will be able to get the maximum market
share after the launch.
The objectives can be derived through the use of SMART Objective, like,
 To capture 20% of market share within 3 to 6 months. To incur the sales of £2 millions within a year.
STP Model: It refers to segmentation, targeting and positioning. This model helps in
establishment of specific segments that will help in successful implementation of marketing
policies to order to capture the major market share (Bryson and Daniels, 2015).
 Segmentation: It is not easy for an organisation to target the whole population
simultaneously so to target the market efficiently, marketers divide the whole population
into small segments that are achievable. Beauty Giant to segment the market of Forever
Young have segmented the women in their late 20's and early 30's who are facing the
problem of ageing.
 Targeting: In this stage, the selected segment market is targeted according to the age
group, country, religion, behaviour, etc. Here, the Forever Young can target the
population by the gender and age group as the price of anti ageing is cream is nominal,
so, Beauty Giant can target women of all class. Positioning: Here, to target group the desired group, it is very important to position the
product such a way that it will derive the most potential. Beauty Giant can position the
product by using the low price strategy to target customers. Also, the brand can use the
name of efficient technology to meet with the needs of customers.
SWOT: It refers to internal and external analysis of an organisation in order to derive the
strengths, weaknesses, opportunities and threats in order to create strategies that will help in
getting the major market share and also in profit maximisation (Brychkov and Domegan, 2017).

The SWOT Analysis of Beauty Giant shows:
Strengths  The major strength enjoyed by Beauty Giant is brand image. The
reputation of company is better in the market which will help in
attracting customers. Also, the product “Forever Young” unique
features can be served as an advantage for the company.
Weaknesses  This is the first time that Beauty Giant has come up with their own
product which can be serve as a weakness as people may not trust the
brand and product offered (Aghazadeh, 2015).
Opportunities  The opportunity for Beauty Giant is its innovation. The product
contains various innovative and creative technology that will help the
brand in getting the desired market share.
Threats  The threat for the brand is renowned competitors who are already
capturing the market share. Also, there will always be a threat of new
entrants in the market.
Marketing Mix: It refers to controllable elements that can be used in order to implement the
product in the market to capture the major market share. There are four elements in the
marketing mix that can be used by the Beauty Giant to target the market for Forever Young:
Product Place
 The product that is launched by Beauty
Giant in the market is “Forever Young'
which is an anti ageing cream for the
women in their late 20's and early 30's
to get natural glowing skin.
 The place at which this cream would be
available would be all the 50 outlets of
Beauty Giant to eliminate the cost of
middlemen.
Price Promotion
 The price of “Forever Young” is very
nominal which is £15 to target the
women in all the classes.
 The promotion would be done with the
help of various tie-ups with beauty
salons, magazines and cosmetic shops.

Budget:
Marketing budget (£)
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 50000 120000 150000 180000 45000
Investment 40000 30000 35000 12000
Total A 50000 160000 180000 215000 57000
Marketing
expenditures:
Advertisement 5000 6000 7000 8000 5000
Total B 5000 6000 7000 8000 5000
Available balance (A-B) 45000 154000 173000 207000 52000
Management and Control: According to the Budget Plan presented, it can be analysed that the
Beauty Giant is able to fulfil all the required marketing strategies they want to conduct for the
establishment of “Forever Young” in the market. And, if in future, if the Beauty Giant wants to
conduct any major marketing strategy for the anti-ageing cream then the funds will be arranged
in order to meet that (Brown, 2016).
CONCLUSION
From the above study it can be concluded that it is very crucial for an organisation to
study the various marketing strategies in order to establish a new product in the market. The
marketing strategies involve implementation of marketing mix elements and development of
marketing plan. The marketing plan of any organisation consist of information about the
company, its vision, its mission, its objectives, marketing mix elements, SWOT Analysis, STP
model, the budget and how to manage and control the operations of marketing in the budget

established. So, it can be proved that the marketing function plays a crucial role in the
establishment of all the organisational strategies as well as all the other management functions.