Marketing Strategies for Beauty Products in the UK

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MARKETING ESSENTIALS
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Table of Contents
Introduction......................................................................................................................................3
LO1..................................................................................................................................................4
LO2..................................................................................................................................................9
LO3................................................................................................................................................12
Conclusion.....................................................................................................................................18
References......................................................................................................................................19
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Introduction
Marketing concept consists of many different dimensions that are required for reaching the
products and service to the potential consumers. In other words it can be said that marketing
depends on gathering of information regarding the needs and the perception of the consumers in
order to deliver and manufacture customer friendly products. In this study, different dimension
of the marketing department will be analysed in consideration to the chosen organization which
is named as Beauty Giant. In this study, a marketing plan will be devised in accordance with the
new product that will be delivered in the market. The different activities that will be highlighted
in this study are research and development, product promotion and advertising, drafting of
marketing plan and others.
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LO1
Introduction to the concept of marketing, including the current and future trends
Marketing as the department can be hailed as the one of the most important departments in the
business organization that gathers information on the changing preferences of the consumers.
These information are then incorporated in the products in order to satisfy the needs of the
consumers. A business organization stands on five important activities and they are product
ideation, production, selling concepts, marketing and societal marketing. The product ideation
and the production is all about manufacturing the products according to the need of the market.
On the other hand, the concepts of selling and marketing relies on advertising, market trends and
the different marketing channels available in the market (Baiet al., 2017). As the competition in
the market is increasing for every sector after the advent of globalization, companies are in need
of different marketing gimmicks and channels in order to cut down competition and increase its
share in the market.
Marketing can be done in two formats namely B2B and B2C. In the B2B format, the marketing
procedures of a company are directed towards another organization, whereas in B2C marketing,
the company directly targets the consumers in order to increase the sales volume of the products.
The marketing concepts of the companies in the present day are affected by external factors as
well. The competitors, suppliers, the stakeholders and the customers are the factors due to which
some make-shift changes are being noticed in the marketing tactics of the organizations.
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Figure 1: Marketing concepts
(Source: Created by the learner)
Overview of the different marketing processes
The marketing department of the organization need to follow a specific flow of work in order to
achieve the mission set for it. Within the organizational setup, the marketing department is head
by the senior managers which comprises of the people deployed at the management of the
company. The marketing team of an organization needs to closely work with the public relations
officers in order to find out the changing needs of the consumers. In addition to this, smooth
relationship with the public relations officers makes the marketing department aware of the
effective marketing pathways to take order to target them (Baker and Magnini, 2016). It has been
noticed in several organizations that, marketing team comprises of creative teams who design
effective marketing functionalities. The entire marketing process comprises of mainly five steps
and they are mission, situational analysis, marketing strategy, marketing mix and implementation
and control.
The marketing department needs to set a mission for itself. This is the mission on which the
departments designs its plans upon. After the mission is set, the department needs to analyse the
internal and the external situations. A better examination of the internal and the external
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environment makes it possible for the marketing department to have a greater knowledge on the
different needs and preferences of the consumers, government policies, external competitors and
other. With through internal analysis, it becomes easy for the organization to examine the core
competencies lying inside, that can be used to design effective marketing activities. After
situational activities, marketing strategies needs to be designed. This is a crucial process, in the
marketing process as this decides the direction for the entire marketing department to work.
There are several strategies that can be used in the marketing strategies like marketing mix,
segmentation, targeting and positioning and so on. Marketing mix is a typical strategy that can be
used by the organization in order to market the products and services manufactured by the
organization. Marketing mix consists of the 7p’s and through the 7p’s the marketer tries to sell
the products. After the marketing mix step, implementation and control needs to be attained in
the marketing process (Dedeke, 2015). The different activities under implementation and control
makes it sure, that the marketing plans that has been devised are being actively followed
according to the objectives and targets that needs to be followed. A 360-degree evaluation
technique needs to be implemented in order to take a notice of the progress made in the activities
of the marketing department.
Figure 2: Marketing processes
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(Source: Created by the learner)
Roles and responsibilities of a marketing manager in the context of the organization
The marketing targets for different organizations may vary from one another, however the roles
and responsibilities played by the marketing manager remains similar in most of the ventures.
The marketing manager is the one who is responsible for the growth and the fall of the
department. The roles and responsibilities of the marketing manager are as follows:
 The marketing manager needs to analyse the market condition and the needs of the
consumers and come up with effective plan in order to understand the marketing plans
that needs to be formed.
 The person needs to analyse the importance the current marketing strategies used by the
organization. Further, he or she needs to make necessary changes in it, in order to meet
the current needs of the market
 The marketing manager needs to communicate the marketing targets of the company to
the employees effectively, in order to make the employees understand the activities that
need to perform
 Creating new and effective marketing plans and coordinating with the senior
management is also one of the crucial activities that needs to be performed by the
marketing manager (Eneizan and Obaid, 2016)
An analysis of how marketing influences and interrelates with other functional
departments of the organization
In order to bring success in the organization, different departments needs to work in a
collaborative manner. The marketing department being one of the pivotal sub-section of the
venture that aims towards sales maximization needs to coordinate with different departments in
the organization in order to increase its effectiveness. In this context, the inter-relation between
the marketing and the human resource and finance department will be elaborated. The human
resources is the department that deals with the recruitment of staffs. After analysing the demands
of the market, the marketing departments informs the human resource about the skills that will be
required in the staffs. With the help of skilled staffs it becomes easy for the organization to target
the potential consumers. This relationship needs to be effective in order to make the organization
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dwell through intense competition. On the other hand, the inter-relationship between the finance
and marketing department is also important (Gursoy, 2018). The marketing department after
gathering information from the market, informs the finance department on the budgets that needs
to be allocated on the different stages of the product manufacturing. On the contrary, the
marketing department needs to function on the budget allocated by the finance in order to
complete the activities.
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LO2
Marketing Mix for Beauty Giant
Evaluation of how the tactics used in the marketing mix and marketing process are used to
achieve business objectives
Product- The product have taken into consideration is Forever Young, which is mainly,
produced by a company named Beauty Giant. The product is mainly designed in order to
enhance the market among mid-aged women. The product will have a demand in the market
because the people are being styled cautious and they are trying to be trendier in these days (Loo
and Leung, 2018). The service-providing organisation has thought of a new process, which is
going to provide them with information from the market analysis. The information will be forged
and further modification can be made. From the previous market analysis, the current product
Forever Young has been developed and in the long run, this is going to have a major impact on
the revenue generation process. Analysis of derived information is a necessary factor to be taken
into consideration and in the long run, this will help the company as well.
Price- The price of a product is an essential element to take into consideration because it is going
to help in deriving a better kind of customer concentration from the market. The management
needs to take the matter in a serious note for better situation analysis. The price of the product
needs to be in the range of people. It is seen that the product is being developed for the people
who are more than 30 years of age and it is an important factor to be taken into consideration by
the management (Fleischmann et al., 2015). The people who are looking for a better kind of
solutions related with the skin related issues will be able to buy it and it is seen that the people
who are looking for it are also in the professional segment. Therefore, the product price can be
kept a bit higher but it is for every woman who desires for being young and for this reason the
price has been kept lower. Therefore, planning the price, in the beginning, is a necessary process
to be considered and in this manner, the management will derive a strong customer base.
Place- The place necessary factor to be taken into consideration and it is seen that the business
development process is related to the place selection for product launching (Mohammadi et al.,
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2018). The product is thought for the women more than 30 years of age and it is seen that the
service providers have thought that they need to make a trial launch in the urban areas first
because the highest demand is coming from that region. This is a necessary factor to be taken
into consideration. In the long run, the service providers have to make a proper approach, which
is going to ensure a better kind of situation in the market (Hassanet al., 2015). The urban region
is the most important place for business development and demand of Forever is high in those
places where people do not have much time to take proper care of their skin on a regular basis.
Promotion- The promotional strategies used by beauty industries are generally through online
sites and websites. The organisation “Beauty Giant” are rendering a w product named “Forever
Young” for catering to the demands of the customers who are over 30 years of age. The product
can be effective in promotion by arranging campaigns or advertisements projecting women of
their age (Ramli, 2015). The connection with good distributors can make their sell more effective
as well. The company focuses on making the product attributes like colour, price, smell and the
logo or tagline unique gains more popularity and acquired a brand identity.
People- In a beauty company like “Beauty Giant” the focus are generally on the customers, and
the employees should be trained accordingly to make good collaboration and coordination with
the customers (Jha, 2015). The employees should be trained so that they can communicate well
and understand the product variables and make them understand to the customers. The
employees should be trained and given adequate knowledge about the product “Forever Young”,
so that they can explain the attributes of the product to the customers. These help the company
gain profits and increase the value proposition of the product they are selling (Hendrickson,
2016).
Process- the process involves the delivering of services to the customers, the product should
have all the elements, which will enhance the beauty of the customers (Parida and Wincent,
2015). The product quality is very necessary to gain customer retention and make the targeted
customers prefer their products. The processes also include the pricing of the product.
Nevertheless, the product already has unique characteristics, which will attract customers of 30
and more age (Brownbridge and Gill, 2016). There will be other competitors who will give the
same product on lower prices, the company will focus more on quality and rendering the services
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adequately they have represented in their promotions. Therefore, building customer trust and
loyalty and making the product gain adequate value proposition.
Physical evidence- In a cosmetic selling company many things are referred essentially to attract
customers. The organisation has already 50 branches in the United Kingdom it will not be much
difficult to attract the customers of age 30 and above (Ladhari, 2019). The women of that age 30
and above in the United Kingdom are already conscious and live a trendy lifestyle. The physical
evidence also includes the elements like interiors and exteriors of the shops that are selling the
products. The uniform of the staff and the behaviour of the staffs are important to increase the
product and gain customer preferences. This all factors help in increasing the brand value and
value proposition of the product (Koritoset al., 2018).
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LO3
Marketing plans and its importance to organizations
Marketing plans help in marketing a product effectively in the market. With the help of effective
marketing plans, it becomes easy for the marketers to make the products customer friendly and
easily available. Marketing plans can be long or short term in nature. The company policies
should be aligned to the marketing objectives of the organization. In this marketing plan, the
organization Beauty Giant wants to market a new product in the market among the people who
are aged above 30. The product Forever Young will have anti-ageing properties along with other
special qualities, which will help the skin to be healed easily. The marketing plan will be a
detailed one where all the strategies of marketing will be properly described and detailed. It is
immensely important for the marketing department of the above-mentioned organization to have
a detailed plan in order to make the product easily available to the consumers (Kotleret al.,
2017).
The link between marketing plan, marketing objectives and marketing strategies
The strategies, plans and objectives of the marketing plan are proportionally directed to the
marketing goals of the venture. The marketing plan is a detailed blueprint of the marketing
strategy that will be performed by the company. The marketing team needs to be having an
effective research and development team in order to understand the needs and demands of the
consumers. The department of marketing at Beauty Giant needs to timely delivers the products
and services in order to sustain the name of the brand in the market among the competitors.
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