Marketing Report: Bodyshop Marketing Essentials, HNC

This report examines the marketing strategies of The Body Shop, a British cosmetics company. It begins by defining the roles and responsibilities of the marketing function, including identifying clients, satisfying customers, and promoting products, and then explains how these relate to the wider organizational context, such as human resources and sales. The report then compares how The Body Shop applies the 7Ps of the marketing mix (Product, Price, Place, Promotion, Process, People, and Physical Evidence) to its marketing planning process, contrasting it with Maybelline, highlighting the impact of each element. Finally, it produces and evaluates a basic marketing plan for The Body Shop, including setting objectives, situation analysis (SWOT), customer identification, and marketing strategies, concluding with the importance of marketing in enhancing overall business performance.

Bodyshop Marketing Officer

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
TASK 1............................................................................................................................................1
P1 Explain the key roles and responsibilities of the marketing function....................................1
P2 Explain how roles and responsibilities of marketing relate to the wider organisational
context..........................................................................................................................................2
TASK 2............................................................................................................................................3
P3 Compare the ways in which different organisations apply the marketing mix to the
marketing planning process to achieve business objectives........................................................3
TASK 3............................................................................................................................................6
P4 Produce and evaluate a basic marketing plan for an organisation..........................................6
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing is one of the essential part of organisation that is significant for successfully and
effectively conducting required practices. It is essential for organisation to correctly carry out
marketing practices that is helpful for promoting products as well as increasing revenues and
sales of business (Aguirre de Cárcer González-Quevedo and et.al., 2020). This report is based on Body
Shop organisation. This is a British cosmetics or skin care produce company. Body Shop
organisation was developed in year 1976 and founder of this organisation is Anita Roddick.
Head office of this organisation is located in London Bridge, London, United Kingdom. This
report will includes different roles and responsibilities of marketing function. In this report, roles
and responsibilities of marketing has been determined. This report includes comparison between
the marketing mix strategies of business. Apart form this, proper marketing plan has been
developed in order to successfully enhance business practices.
MAIN BODY
TASK 1
P1 Explain the key roles and responsibilities of the marketing function.
Marketing function can be describe as the practices of organisation that is effective for
attracting customers as well as increasing revenues of business. Through marketing function
respective company is able to sale more products of customers as well as increase overall
performance of organisation. marketing function will assist in gaining competitive edge over
other rival companie. There are different roles and responsibility of marketing function of Body
Shop organisation.
Key roles of Body Shop marketing function -
 Identify client – The main role of marketing function is to helps company in distinguish
target clients of individual organization alongside their prerequisite (Devendra, 2020). This
help in offering better assistance for analysing potential customers for Body Shop.
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 Satisfy potential customers – It is one of the significant part of Body Shop marketing
practices and it is compelling for creating solid relationship with client. Through this
function, respective company can make right items and administrations with the thought
process of improving client encounters and fulfilling client needs.
Key responsibility of Body Shop marketing function -
 Advertisement of products and services - It is significant duty of advertising capacity
to advance items and administrations of Body Shop. This is significant for pulling in
more clients or increment deals of business. Body Shop organization, marketing
functions and capacity obligation is to innovatively advance its administrations and
offering to impact more clients (Gaikwad, 2020). In this promotional and advertising
different practices can be perform by Body Shop which will prompt pull in focused
clients towards business.
 Enhancing relationship with customers – Marketing function is significant obligation
is to make and assemble compelling relationship with clients. It is obligation of
advertising capacity to do various practices which will prompt grow better relationship
with clients for increment faithfulness of clients. This will likewise remembers keep up
compelling relationship with other partner for request to upgrade business working.
P2 Explain how roles and responsibilities of marketing relate to the wider organisational context
It is significant that various marketing roles and responsibility is accurately identified with
more extensive association setting. There are number of departments and functions Body Shop
company which needs to work effectively and precisely to effectively perform business task.
Body Shop company depends on functional structure in which business activities are classified
on the basis of different functions. Interrelationship between Body Shop company function and
departments will prompt improve generally execution and profitability of business. This will
prompt have huge effect on business development and advancement. Connection or interrelation
between roles and responsibilities of marketing is explain below in more detail –
 Marketing and human resource – In Body Shop company it is needed to the board
various exercises to effectively perform strategic approaches. Marketing function of
respective is connected with staff office to publicize necessity of new work force with in
the business (Hongwei and Lloyd, 2020). It is fundamental that this organisation has well
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characteristics and accurate HR for effectively performing required practices. Work
forces division will impart prerequisites for new staffs alongside required abilities and
information. Advertising division will lead various practices for affecting talented up-
and-comer with in association.
 Marketing and sales – Marketing and sales practices of business are highly linked or
connected with each other. It is crucial that marketing practices of business are
successfully and effectively performed by business in order to enhance sales of business.
Body Shop organisation is conducting different marketing activities in order to advertise
about products as well as sales more products in market area. Through significant
marketing practices respective organisation is able to attract more and more customers
towards business with the motive of selling more products in market area.
TASK 2
P3 Compare the ways in which different organisations apply the marketing mix to the marketing
planning process to achieve business objectives.
Marketing mix is very effective and accurate tool which can be used by organisation in order to
develop strong marketing strategies as well as increasing sales of products (Tsopatsa, 2020).
Marketing mix consist of 7 P’s that are very important components of marketing function and it
will assist company in gaining competitive edge over other rival companies.
Element Body Shop company Maybelline
Products This is internationally
acclaimed company that is
providing different types of
products related to skin and
hair care is provided to
customers. its major products
are shampoo, body gel, face
wash and many other
products.
The main products that is
offered by Maybelline
company includes mascara,
eye shadow, eyebrow, BB
cream, primer, foundation,
highlighter, lip liner, lip
colour, lipsticks and many
other cosmetic products that is
helpful for meeting with the
demand of customers.
Price It is essential for organisation Respective company is
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to set effective price for
offering its products to
potential customers. Body
Shop company offers high
quality products and services
that is helpful for overcoming
customers issues and
problems. This organisation
has set comparatively high
prices as the brand has
positioned itself as natural
care luxurious brand.
consider as stylish, charming
and unflappable image that is
dealing with sophisticated
outlook. Maybelline
organisation is considering
mid premium pricing policy
for products its products and
services to potential market
area.
Place Respective company is
providing its products and
services to customers through
physical outlet as well as
online sites. Outlets of Body
Shop company is spread in
different part of the world so
that customers can easily
reach to the product and
services of organisation.
Maybelline organisation have
strong market presence and it
is performing its business
practices in global market area
(Lasner and et.al., 2020).
Respective company has
strong network chain in
market area that is helpful for
meeting with the need and
demand of customers as well
as successfully distributing
develop products in different
part of the world.
Promotion There are different methods of
promotion products and
services and respective
company is promoting its
products as natural and high
quality products. Body Shop
Maybelline company is
considering different
promotional practices in order
to increase brand image as wel
as advertise products in
market area. This company is
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company is considering
different platforms of
promotion such as social
networking sites or fashion
magazines in order to attract
more customers towards
company.
considering both modern as
well as traditional approaches
to promote developed
products and services in
market area as well a
influence large market base.
Process This can be describe as the
way or approach that is
consider by organisation to
develop or create its products
as well as reach market area.
process of Body Shop
company includes collecting
raw material from different
sources in order to
manufacture products. This
process is effectively for
creating products that is
natural and useful for
individual issues.
Process of Maybelline
company includes the method
for creating high quality
products and services in order
to successfully meet with the
expectation of customers. The
process of Maybelline
company is to identify the
needs of customer and
creating products that is
significant for meeting with
customers need and want.
People Body Shop organisation
people includes employees
that are conducting business
practices in effective manner
with the motive of attaining
desired goals (Stein and
Graham, 2020). Respective
company is hiring skilled and
talented employees who have
potential to conduct business
Maybelline company people
are highly motivated and
dedicated to carry out required
set of practices as well as
meeting with the need or want
of customers. This company is
providing timely training to
employees with the motive of
increasing their performance
and accomplishing desired
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activities in accurate manner
as well as meet with the
expectation of customers.
goals and objective of
business.
Physical evidence Physical evidence of Body
Shop company includes its
store. This organisation have
developed accurate store that
is significant for attracting
customers as well as providing
assistance in order to resolve
issues of customers. Physical
store of Body Shop will
influence and attract large
number of customers.
Brand value of Maybelline
company is its physical
evidence that play significant
role in successfully running of
business as well as attaining
desired goals or objectives.
Maybelline company has
developed strong brand image
in market area by providing
high quality products as well
as meeting with the demand of
customers.
TASK 3
P4 Produce and evaluate a basic marketing plan for an organisation
Marketing plan can be describe as the blueprint that consist of different activities and task
which needs to be performed by organisation in order to successfully for effectively conducting
marketing practices (Petrescu, Krishen and Bui, 2020). This will provide guidance and direction
to business in order to perform organisational practices in required manner and meeting set
objectives. Marketing plan is refer as the process that is significant for enhancing overall
performance of Body Shop. Marketing plan is mention below –
Develop objective – This is the first step of developing marketing plan as in this Body Shop
company will set SMART objectives in order to enhance business practices. SMART objective
of respective company is to increase sales of products by 15 % with in 6 months time durations.
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Situation analysis – Once objective has been developed by company it is crucial to analyse
the situation in which company is performing business practices. Situation analysis will include
internal and external analysis of business. SWOT analysis is explain below –
Strength Weakness
The major strength of Body Shop company is
positioning of products that is helpful for
attracting customer. This organisation develop
effective strategies that assist in enhancing its
performance or gaining competitive edge.
There are some weakness of Body Shop
company that it has higher price of products
that lead to have direct impact on its sales and
performance. Due to high sales many customer
do not purchase products of respective
company.
Opportunity Threat
There are different opportunities available to
respective company that will lead to enhance
its market area as well as lead to growth and
development of business. Body Shop has
opportunity to increase product range and
provide different types of products or services.
Body Shop company is dealing in highly
competitive environment that will lead to have
direct influence over capabilities and potential
of company to successfully carry out practices.
Identify customers – After analysing the situation in which company is performing its
business practices. It is crucial for company to identify the customer base that needs to be
targeted by company. This company is providing its products and services to large customer base
of all around the world. Identified or targeted customers of respective company include beauty
and health conscious women of higher income group. Body Shop is positioning its products and
luxury natural care of body (Seebacher, 2020). This is effective for developing positive image of
Body Shop in market area as well as customer mind in order to attract more and more customers.
Action plan – It is essential for organisation to develop effective action plan that is
significant for providing guidance and direction to employees for conducting practices in
required manner. Action plan includes different 4 P’s of marketing mix.
 Products – This can be describe as the goods or commodity that is offered by company
to its customers. The main products of Body Shop organisation includes skin, hair and
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body care products that is developed with the motive of overcoming issues and providing
better skin or hair to individual.
 Price – Body Shop company is setting price which is according to the quality of products
and services offered to customers. This company is dealing in high or luxury product care
in order to meet with the demand of customers and offering accurate products.
 Place – Respective company has strong network chain in market area that is helpful for
providing products and services to the customers that is located in different part of the
world. Body Shop is offering products through physical store and online market area.
 Promotion – There are different promotional methods that is used by organisation to
promote or advertise its products. Body Shop company is planning to promote its
products and services through online and offline market area. This is helpful for meeting
with the need of customers and attracting large customers base.
Budget forecast – It is crucial that company is developing effective and efficient budget
forecast in order to analyse and evaluate the financial resources that will be required by
organisation to carry out practices plan in significant manner (Abid, Harrigan and Roy, 2020).
Budget forecast for Body Shop marketing plan is mention below -
MARKETING BUDGET
PARTICULARS I Year II Year III Year IV Year V Year
Initial amount 3000 7500 11500 15660 15540
Investing 8500 9000 20000 28000 13500
TOTAL 11500 16500 31500 18460 29040
MARKETING OUTLAY
Promotion 5000 2850 3050 3560 3000
Sales advertisements 2000 1800 3000 1500 1100
Direct selling 3500 1600 4500 2500 4600
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TOTAL 10500 6250 10550 7560 8700
Controlling and monitoring – There are different controlling and monitoring method that could
be consider by organisation in order to successfully and effectively performing marketing
practice. In this marketing plan, Body Shop company can control or monitor activities by sales
target or customer feedback method. Sales target is significant way for monitoring the success of
marketing plan by analysing the number of increment in sales (Baqai and Qureshi, 2020).
Feedback of customer method can be describe as the way in which company can determine the
feedback or views of customers regarding products and services of company.
CONCLUSION
From the above report it can be concluded that marketing function of business is significant
for attract more and more customers towards business as well as successfully accomplishing
desired goals. There are different roles and responsibility of marketing function that is helpful for
promoting products or creating awareness regarding the offering of company. It is crucial that
organisation structure and different departments has strong link or interconnection with the
motive of meeting set goals. This is effective for improving the performance of business. Apart
from this, marketing plan will guidance and direction to company for effectively and accurately
performing marketing practices.
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