Unit 2: Marketing Essentials - Bodyshop Marketing Officer Role Report

This report examines the role of a Marketing Officer at Bodyshop, a UK high-street retailer, focusing on the concept of marketing and its integration with other organizational functions. The report details the marketing responsibilities of Bodyshop, emphasizing its social media engagement for promotional activities and its commitment to Corporate Social Responsibility (CSR). It explores the integration of marketing with other functions such as finance and distribution, highlighting market research, planning, and strategy. The report also analyzes Bodyshop's product mix, including skin, hair, and body care products, and its global presence. Furthermore, it discusses the company's promotional strategies, including societal marketing and environmental and social campaigns. Finally, the report outlines the development of a marketing plan, incorporating the SMART framework and e-marketing campaigns, supported by relevant references.

Marketing

Marketing function
• Changing technology can enable social media to
engage in promotional activity and then associate it
with the organisational functions.
• Marketing responsibilities of BodyShop has not been
restricted to marketing campaigns and awaking
people in regards to use. The promotional of
BodyShop is abled to create back communities with
good change coupled with various efforts in CSR
promotional activities. Brand will emphasise on
gender equality where women rights with middle
activism is complied with equality (Abril, and
Cánovas, 2016).
(Source: Eser,
2018)

Integration between marketing function
and other function
• The integration of main marketing functions
associated with the other functional units-
• Marketing roles and interrelatedness with the
functional activities, which includes distribution
system, advertisement, finance under the procedure.
• Components of marketing function will include
market research (Research and development),
tactics, planning, and strategy. For example- finance
department is connected to the marketing division. It
will include fiscal resource to evaluate, plan, and
implement of promotional strategies (Dubey, and
Singhal, 2016).
(Source: Eser,

Product Mix of BodyShop
The company offers a wide range of products for
skin, hair and body care-
Body oils and bath treats
BB creams and washes
Cheeks and accessories
Make-up and hair scrub
Toners

Place
• This marketing mix element describes the presence of
outlets in the world.
• Channel includes Australia and the extending to other
countries such as New Zealand, France, Germany, Canada,
and Mexico (Chun, 2016).

Promotion
• The company use several marketing campaigns based
on brand name-
• BodyShop has facilitated and approached marketing
approach, which is societal marketing that encourages
use of plant based substances (Olson, Slater, Hult, and
Olson, 2018).
• BodyShop conducts both environmental and social
campaigns, which has promoted the brand.
• BodyShop retail outlets posted several posters on
shop`s window by sponsoring community events
(Yacob, Zainol, and Hussin, 2018).

Marketing Plan
• This can avail the creativity and uniqueness in different
marketing campaigns, which can assist to position products
in big market by effective measures.
• For example- E-marketing campaigns can help audio
measures and other innovative videos on social platforms
such as Twitter and Facebook (Waseem, Biggemann, and
Garry, 2018).

Marketing plan through SMART
frameworkConsidering short term and long term objectives-
• Goals Specific Achievable Realistic Measurable
Long term Increasing the
sales by 20
percent
Come up with
skincare products for
men to enhance the
product range of
items.
Promote new
items by
creating
social media
campaigns
It can benefit
to attract
special type
of customers
Sale of male
products
measured
with its range
determined
by the social
media.
Short term Increasing the
number of
online orders
by 15% while
directing them
to send direct
mails for the
next four
months
Direction through
marketing
communication
activities such as
direct mail.
Achieve to
create send
the letters
inclusive of
offers of
discounts and
new items.
E-mail will
be
professional
and eye
catcher so
that
consumer can
pursue to
visit store
online.
Measure the
number of
online orders
where the
objectives can
be met.

References
• Pauziah, P. and Mulyana, M., 2018. Formulation of The Green Marketing Development Strategy for the Body Shop Botani Square Bogor. In THE
INTERNATIONAL CONFERENCE ON ACCOUNTING AND MANAGEMENT SCIENCE (p. 171).
• Chun, R., 2016. What holds ethical consumers to a cosmetics brand: The Body Shop case. Business & Society, 55(4), pp.528-549.
• Yacob, S., Zainol, R. and Hussin, H., 2018. LOCAL BRANDING STRATEGIES IN SOUTHEAST ASIAN ISLAMIC CULTURES. Jati-journal of southeast
asian studies, 23(1), pp.102-131.
• Blut, M., Teller, C. and Floh, A., 2018. Testing retail marketing-mix effects on patronage: A meta-analysis. Journal of Retailing, 94(2), pp.113-135.
• Ismail, M., Zainol, F.A., Daud, W.N.W., Rashid, N. and Afthanorhan, A., 2018. Application of Entrepreneurial Marketing to the Marketing Mix: Why it
Matters to SMEs in Malaysia?. International Journal of Academic Research in Business and Social Sciences, 8(12).
• Abril, C. and Rodriguez-Cánovas, B., 2016. Marketing mix effects on private labels brand equity. European Journal of Management and Business
Economics, 25(3), pp.168-175.
• Hill, T., 2017. Manufacturing strategy: the strategic management of the manufacturing function. Macmillan International Higher Education.
• Pillai, C.R., 2018. Unit 1: Management Functions and Processes: An Overview. IGNOU.
• Dubey, A. and Singhal, A.K., 2016. Role of organisational structure in empolyee's empowerment. International Journal of Education and
Management Studies, 6(1), p.110.
• Olson, E.M., Slater, S.F., Hult, G.T.M. and Olson, K.M., 2018. The application of human resource management policies within the marketing
organization: The impact on business and marketing strategy implementation. Industrial Marketing Management, 69, pp.62-73.
• Waseem, D., Biggemann, S. and Garry, T., 2018. Value co-creation: The role of actor competence. Industrial Marketing Management, 70, pp.5-12.
• Eser, 2018. Marketing Function | Identify, Satisfy & Produce. Available: https://tinobusiness.com/marketing-function-identify-satisfy-produce/
[Accessed on: 27/03/2020]