Marketing Essentials: Role, Functions, and Case Study Analysis

This essay delves into the critical role of marketing within organizations, emphasizing its functions and importance. It begins by defining marketing and its processes, highlighting its impact on customer relationships and revenue generation. The essay explores various marketing functions such as product, promotion, and advertising and their influence on the overall success of a company, specifically in the context of the beauty industry. A case study of a beauty giant is included, analyzing its marketing strategies, including the marketing mix (7Ps), to gain a competitive advantage. The essay also examines the interrelation of the marketing department with other departments like finance, production, and HR, showing how collaboration enhances productivity and achieves organizational goals. Furthermore, the essay compares the beauty giant with The Body Shop, analyzing their product offerings, pricing strategies, distribution channels, and promotional activities. The study concludes with an overview of how marketing functions are implemented to achieve overall business goals.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
Essay ..........................................................................................................................................1
Case study for the beauty giant ..................................................................................................4
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing can be introduced as a set of process which involves generating, creating,
delivering, pricing and promoting value in the products. The major motive of marketing is to
design and developed customers through which they influence stakeholders of an organisation to
purchase and buy the products. This process helps an organisation to generate mutual benefits for
both company and products which determines that it is an integral part of every organisation
because it helps to provide and develop services based on customer research. It governs that they
plays a vital role for an organisation by inter-linking with other activities of an organisation
which helps them to achieve their objective within minimum time period (Pike, 2015). The
present report is written in context of beauty giant which operates their business in cosmetic
industry. For this assignment, an essay is written on the topic of role of marketing in organisation
along with different elements of marketing and their relations with other department or function
of the company will be discussed.
Essay
Marketing is defined as a constant process of different activities that helps an
organisation to interact with customers in order to provide necessary information which signify
that they create loyal customers for the organisation. This results that an organisation earn more
revenues by increasing the sales of their products. Further marketing is a broad concept that start
from production of goods and end with the sale of products which determines it is long and
essential process of organisation. The main function or aim of marketing is to build better
relationship with customers. For this, the main focus of them is to fulfil need of customers in
creative and innovative manner. Moreover, beauty giant implement marketing concept to
understand need of customer through which it is easy for them to satisfy need and demand of
customers which govern that they generate more profits through creating loyal customers. There
are various types of functions such as production, product, adverting and promoting that are
implement by management of beauty giant to enhance and complete roles and responsibilities of
marketing functions. Like the selling concept plays the role to sale company products by
influencing customers to buy products through matching them with their expectation (Perreault,
2010).
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Marketing department of an organisation plays an important role because they help them
to promote products and services, this results that it is easy for an organisation to achieve their
vision and mission with in minimum time period. The role and responsibility of marketing
department in context of beauty giant is to manage the brand value by explaining all necessary
information to customers which helps to expand market area and target all segments of
customers for increasing sale of products. The another role that is performed by marketing
department is to conduct market research through which it is easy to analysis the current and
upcoming future trends that impacts on sale of products (McDaniel and Gates, 2013). Along with
these, it helps management of beauty giant to retain at the top position in UK among cosmetic
industry by increasing the productivity of an organisational activities. In present scenario,
customers are the best asset for company which signify that it is a responsibility of marketing
department to retain their customers by providing them new and innovative products. For this,
they provide inferior quality goods at affordable price through which it attracts more customers
and increase their profit margin for organisation by increasing sale of products. Further effective
marketing helps beauty giant to gain competitive advantage for the organisation by enhancing
friendly relations with customers that helps to launch their new products in effective way. In
terms of marketing concept, an organisation develops goals by formulating effective strategy
and customer relations it determines that with these activities market area for an organisation
will be expand that helps to grow their business in different markets. Moreover, marketing
function is responsible for performing business activities in appropriate and ethical manner by
implementing fair trade practices and providing essential information to consumers. In context of
beauty giant appropriate ethics and fair trade practices helps an organisation to enlarge the
growth and proficiency of the organisation (Marshall and Johnston, 2011).
Marketing is inter-linked with all the others functions of an organisation as their roles and
responsibilities are different from each other but they acquire each others support to gain
competitive edge by adopting new methods which brings innovation and increases more value of
products. Therefore, healthy relations of marketing department enhance productivity in
organisational products in order to approach potential customers in an effective way like by
advertising their products in creative and unique way. To complete all activities of an
organisation money is the crucial factor that helps to purchase raw materials to complete a
process. In this context finance and marketing department of an organisation match the
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statistics and accounts for considering the important and relevant information through which it is
easy to moderate the price of customer as per customer need. Along with these financial
departments provides surplus funds to marketing team so that they promote their products easily.
While the production department complete their activities by interacting with marketing
department as it helps them to gather necessary information about current trends, present need of
customers through different surveys that relates with the quality, value and price of the products.
This is an important activity for an organisation as it helps to evaluate and measure the
satisfaction level of consumers and provides relevant and necessary information to their
production department. So they modify changes in products where it is necessary this results
beauty giant improving their overall performance with in short term period. Along with this it is
easy for production department to decide the reasonable price for their existing and new
products. Along with these marketing and production department work together to manufacture
products as per customers need and marketing trend through inter-acting with each others
(Malhotra, Birks and Wills, 2013). There is also healthy relation between HR and marketing
department of company which governs that talented and skilled manpower is crucial part for
beauty giant. For this marketing department of company analysis and arrange different activities
in order to recruit skilled workforce for the organisation through social and online advertisement
regarding vacant job positions along with these campus recruitment is also best alternative for
organisation to complete their goals. For this HR and marketing department work together to
emerge best employees in order to accomplish their goals with in predetermine period. Beauty
giant implement their functions to improve the culture of their organisation which increases the
value of their products through recruiting effective employees for the organisation. Further
marketing function also plays an integral role in research and development department of an
organisation by exploring new methods to manufacture the products. Along with these they
develop new geographical areas to sell existing and new products of company. However, the
major intention of R&D department is to developed new goods to enhance profits, hence they
have to interlinked with marketing functions to gain information about current trends that is
essential to develop products. So it is easy for them to sell their products as they are formulated
according to the demand of customers.
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Case study for the beauty giant
For an organisation marketing mix plays an integral role which determines that it is an
integral part for the company that helps to accomplish goals and targets for the organisation in
efficient and effective way. With implement of marketing mix, the management of beauty giant
analysis the challenges and threats that are present among cosmetic industry. So it is easy for
beauty giant to formulate best strategy that enhance the sale and revenues of an organisation.
Marketing mix is developed with components of 7P's that allow a firm to meet with the
requirements of customers by providing more satisfaction to customers. Moreover beauty giant
is operating their business among all over UK by operating 50 branches which signify the sale of
their products in each area of market. The reason behind their success in cosmetic industry is that
they offer quality products to their customers in order to attain high level of productivity and
profit margin for their customers (Lane, 2015). There is a cut throat competition among the
beauty industry of UK because it is growing with rapid face in market which determines that
there is regular demand of products is present in market. So to gain competitive advantage
beauty giant need to execute marketing mix which govern overall performance of the
organisation. Therefore, the comparison between body shop and beauty giant is given below:
Particulars Beauty Giant Body Shop
Product There is large and wide range of
products is offered by the
management of beauty giant to
their customers. These products
contain high quality which allow
them to earn global respect in
overall world. The diversified
product range that contain by
beauty giant includes toiletries for
both men and women and forever
young anti-ageing cream. through
which it is easy for them to target
potential customers for the
organisation. Moreover, their
The major products that are deal
by the body shop is that they
include all type of skin products
like for oily, dry, sensitive etc.
For this specific products they
manufacture them with natural
and in eco-friendly way. The
product portfolio of company
products includes conditioner,
shampoo, make-up items that
gives tough competition to beauty
giant in order to attract more
customers for their products
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products are also available on
demographics bases which
includes age, gender, income etc.
which provide large options for
customers to buy product that
match with their need.
through offering unique products.
Price Beauty giant develop their
goodwill in all market as unique
and iconic brand. This relates with
the image of their company.
Moreover, beauty giant
implement premium price strategy
for all of its products. They
charge some higher price from
their customers as compare to
other competitors. But the
positive point is that they
generated loyal customer base by
providing good quality products.
This results that beauty giant is
recognise as desirable
organisation in cosmetic industry.
The main intention of body shop
to target their customers is those
individuals who prefer natural
products even if they are
available at high range price.
Organisation develops their
products as ethical brand which
enhance them to charge premium
price from their customers. To
sustain in competitive market,
they also adopt competitive
pricing strategy which helps them
to balance demands of their
products.
Place There are more than 50 branches
are managed by directors of
beauty giant. Along with these
company products are also
available in departmental stores
which provides benefit to
customers as they easily approach
for the company products. Further
Body shop is managing their
business all over the globe which
govern that their products are
available in more than sixty
countries with more than 3000
stores. For monitoring huge
number of stores they adopt
franchise system in order to
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the main aim of beauty giant is to
develop healthy and direct
relationship with customer by
offering products through online
medium.
provide effective products to
customers.
Promotion The expert and professional
employees of beauty giant creates
effective brand image of the
organisation. Major tool that is
used by beauty giant to promote
their products is word of mouth
because it increases the popularity
of company products in effective
way and directly reflect on sale of
company products.
In context of body, they
implement different type of
policies to promote their brand
and products which helps them to
advertise their products among all
areas of globe. Usually they
implement societal marketing
because it motivates customers to
buy natural products that does not
harm their skin. Along with these
they target their potential buyers
through magazine which is an
easy approach to gain attention of
customers.
People Beauty giant is approaching all
types of customers through its
products either of their age, race
and sex. Similarly, they also
provide opportunity to all people
to work with them. Moreover,
they establish their image as trend
setter by participating in different
fashion shows.
Management of body shop
approach all employees to
participate in their functions and
activities. For this they allow
their customers to provide
suggestion, review and feedback
which helps them to improve
performance of employees by
providing proper training to
them.
Process The main aim of marketing team Management of body shop is
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is to cut the cost which helps to
save their finance by reducing
unnecessary expenses. For this
they promote their products
through word of mouth which is
cheapest way to promote their
product.
totally concern for the safety of
environment. Their main concern
is to promote their products by
organising CSR activities that
promotes two things one is
environment safety and other is
promotion of natural products.
Physical evidence Beauty giant always promote their
new and existing products in
order to deliver them for new
customers. It govern that they
want to stay at position in
cosmetic industry.
To gain the attraction of
customers management of body
shop implement creative and
attractive labelling on their
products. So it is easy for them to
develop positive attitude among
customers in context of their
products.
Marketing plan for new product example Forever young
Marketing plan includes all the essential product information that are necessary for
customers and other stakeholders which govern that for a new product, marketing plan plays
crcioal role for launching them in market (Lamb, Hair and McDaniel, 2011). In context of
beauty giant it includes market situation, strategy to launch product, sale forecast and
formulation of budget. Apart from this effective marketing plan helps an organisation to
develops goals, targets, vision and mission through which it is easy for beauty giant to formulate
effective strategy for new product. The marketing plan for forever young is mention below:
Company Background
Beauty giant is the top cosmetic among UK by operating fifty branches which helps them
to relate their reach their targeted customers. For sustaining a longer period in the market
management of company influences men as well as women to purchase their product. Company
was founded in the 1994 which offers wide range of products like face mask, burshes, make up
kit etc. for their customers (Dibb and Simkin, 2013). Apart from these they also build better
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relation with customers and manufactures by interacting with them. So they remove the barriers
that creates hindrances to complete their activity.
Vision
The vision decides by the management of beauty giant is to build strong relationship with
customers by providing inferior quality products to their customers.
Mission
To accomplish the vision, beauty giant improves their brand image through providing
good quality of products at an affordable price to their customers.
SWOT analysis of Beauty Giant
Strength
 Company has good brand image with
high goodwill which helps to cover
large area of market. Beauty giant provides effective
products similar in forever young they
provide effective goods.
Weakness
 For new product, like forever young in
cosmetic industry it is difficult to stay
as market is very competitive.
 Beauty giant operates in UK market
which is very small as compare to
competitors.
Opportunity
 Developing countries is the best option
for beauty giant to launch their new
product. Current consumer of UK, prefers
organic products that opens the gates
for forever young.
Weakness
 The foreign exchange among UK, bring
dynamic changes that creates problems
in market for forever young.
 Customers demands are changes in
short time period which creates
problem for forever young.
Smart objective- Some objective for forever young is as follow:
Specific- Beauty giant decided to launch new cream which is anti-ageing and develops
for men and women both.
Measurable- Company sales their others products usually around 70% of all consumers
UK. Similar for forever young they estimated capture of market is more than 50%.
Achievable- To achieve targets for forever young organisation implement effective
strategy such as price discrimination which attract more customers.
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Realistic- Beauty giant develops their targets that are real such as to lead in cosmetic
market (Brooks and Simkin, 2012).
Time-bound- After establishing targets and goals for organisation it is essential for them
that they divided their task. So employees achieve them with in pre-decided period.
STP- This task stand for Segmentation, targeting and positioning of market.
Segmentation- The management of beauty giant decided to segment customers on all
basis which includes geographic, demographic and psycho graphic. This determines that they
target all types of customers.
Targeting- Beauty target men and women for their new product specifically to those who
belong to the age group of 30. For targeting them they increases more value in their products.
Positioning- This is the final stage to promote their products. In context of Forever young
they formulate effective marketing strategy to position their products in minds of customers.
Marketing mix- In context of anti-ageing cream of beauty giant marketing mix is defined as
below:
Product- Beauty giant launches their new cream with implementing effective materials
which govern that forever young work as anti ageing for customers. In this they implement
essential elements that deliver right product to customers.
Price- Beauty giant charges premium prices for their products. In context of forever
young they implement price skimming strategy which determines that they charge high prices
from their customers in introductory phase.
Place- In context of marketing mix place refers to distribute goods. For forever young
company decides to sell and position their products in their stores (Baines, Fill and Page, 2013).
Along with they deliver their products through online and departmental stores.
Promotion- Beauty giant always promote and advertise their products through word of
mouth. Similar for forever young organisation implement these strategy to attract and influence
more customers. But for forever young management implement all marketing promotional
strategy as market is competitive in cosmetic industry.
Marketing Budget
Total amount allocated to the budget is 2,00, 000
Particulars Amount
Advertising on TV (10%) 20000
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In social Media Platforms (25%) 50000
On newspapers (10%) 20000
Sales Promotion- (30%) 60000
Monitoring and control
It is essential for every organisation to manage and organise their activities so they
reduce cost of company. For this it is essential for management to monitor all the activities that is
performed by the organisation which determines that they control cost through performing only
important activities.
CONCLUSION
According to the above report it is concluded that that marketing is an important function
and element for every organisation. It helps an organisation to perform their activities in order to
achieve their goal with efficiency and effectiveness. Along with this marketing function is
connected with all other business function of an organisation. Marketing components includes
different components which includes competitor, customer and supplier. At last marketing mix is
implemented which enhance organisation to increase productivity of an organisation and sales of
company that increases profits for company.
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REFERENCES
Books and Journals
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Hill/Irwin.
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Marketing MIx. 2018. [Online]. Available through:
<https://quickbooks.intuit.com/r/pricing-strategy/6-different-pricing-strategies-which-is-right-
for-your-business/>.
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