Analysis of Marketing Mix in UK Cosmetics Industry

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Marketing Essentials
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Table of Contents
Part 1................................................................................................................................3
Introduction...................................................................................................................3
Discussion.................................................................................................................... 4
Conclusion....................................................................................................................7
Part 2................................................................................................................................8
Introduction...................................................................................................................... 8
LO2 Compare ways in which organisations use elements of the marketing mix (7Ps)
to achieve overall business objectives..........................................................................9
P3 Compare the ways in which different organisations apply the marketing mix to the
marketing planning process to achieve business objectives........................................9
M3 Evaluate different tactics applied by organisations to demonstrate how business
objectives can be achieved........................................................................................ 12
LO3 Develop and evaluate a basic marketing plan........................................................15
P4 Produce and evaluate a basic marketing plan for an organisation........................15
Budget for marketing.................................................................................................. 16
Time span...................................................................................................................16
Planning of marketing and control..............................................................................16
M4 Produce a detailed, coherent evidence-based marketing plan for an organisation
................................................................................................................................... 17
Conclusion..................................................................................................................... 21
Reference List................................................................................................................ 22
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Part 1
Introduction
The essay will take into account the various roles played by the functions involved in
establishing the practices and activities of marketing for the organizations to conduct
their trade activities and operations going on within the market. The roles and
responsibilities of the function of marketing are covered and the varied ranges of
strategies are developed to help the organisations to frame their marketing strategies.
There exists different ways by which the Beauty Giant Company tends to devise specific
strategies and policies to operate in the market of United Kingdom is specified. Beauty
Giant Company is a modern organisation that conducts its trade operations and
activities aligned with its several marketing strategies to develop the varied range of
services and products catering to the needs and requirements of various consumers.
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Discussion
According to Blythe and Martin (2019), marketing is an essential concept that is
followed within the different organisations conducting their trade operations in the open
market. The various roles played by the concept of marketing and the aspects related to
the development of the activities and services. The marketing concepts and practices
needs to be adopted by the organisations to develop their activities and practices
accordingly. The roles and responsibilities related to the concept of marketing aligned
with the marketing aims and goals set up by the management of the Company. The
roles and responsibilities associated with the practice of marketing aligned with the
context of the marketing environment and their significance is being established.
Different roles and functions associated with the activities of marketing concept will be
followed by the organisations and they are as follows:
According to Palmatier et al., (2016), determining the channel of distribution
associated with the organization tends to ensure that the varied ranges of essential
commodities and items developed by the Company. Framing a new idea for developing
newer and unique products and services within the organizational sphere falls under the
purview of the marketing function and is an integral part of the strategy adopted by
marketing practices. The modern Companies such as the Beauty Giant thus adhere to
the specific strategies and policies to establish the appropriate channel of distribution
found within the organization. The profit and productivity is enhanced and the quality of
services provided by the functional departments is improved.
Spending finances behind establishing the newer enterprise or developing newer
and modern enterprises tends to align with the technologically advanced practices that
is possible with the help of considerable sum of money to establish the manufacturing
and business operations and procedures that proves to be beneficial and efficient for
the Company. The Company can function in a smooth manner if the capital is utilised
properly to implement the marketing activities and tasks associated with the Company.
According to Zikmund et al., (2017), conducting a specific and proper market
research is required by the organisations to collect information and details associated
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with determining the target customers of the modern organisations. Market research
would provide the necessary help to integrate the specific marketing strategies, specify
upon the target customers and developing the perfect positioning strategy to establish in
the market while executing the business performance. The buying behaviour pattern of
the customers is being specified in the market and important facts related to the target
customers is considered by the modern organisations such as Beauty Giant to sell their
beauty products in a smooth and efficient manner. The Company can sustain their
market effectively in accordance with specific market research activities followed in the
organisational circuit.
Framing the perfect price rates for the unique and modern products and services
found within the activities of the modern Companies is a very complex task that needs
to be addressed. According to Nagle and Müller (2017), the management needs to
adopt a pricing strategy that needs clear thought process to satisfy the different
customers existing within the market availing the facilities and services of the Company.
The price rates have to be made affordable to the customers to help them to be
satisfied in buying the products and services developed by the Company.
The different channels of promotion have to be developed by the management to
integrate the varied ranges of marketing concepts and practices to execute the
operational procedures and activities. This would help in ensuring bringing about
maximum productivity for the organisation by integrating the efficient services and
methods within the organisational circuit. The social media platforms are a specific type
of promotional centre that help in promoting the unique, modern and technologically
driven products and services to be provided by the Company. Specifying the channels
of promotion within the sphere of the modern organisations would help the Companies
to establish their strategies and frame their targets and goals accordingly.
The newer and modern products and services are marketed in a systematic way by
adhering to the marketing strategies and policies devised by the management of the
modern Companies. The marketing activities are promoted in a perfect manner to
devise the promotional media to implement the specific activities and services.
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The department of HR and finance have to be developed in a systematic manner
to perform the different tasks and activities going on within the market. In order to
ensure that the marketing strategies are developed and implemented properly, a strong
workforce needs to be recruited and a specific financial budget will be assigned for all
the activities that are designed to establish the marketing actions and tasks continued in
the organisations. According to Coronel and Morris (2016), if the modern Companies
handle both the departments in a proper manner, then it becomes easy for the
organisations to execute the operations and procedures in a systematic manner within
the organisations. Beauty Giant can also allocate separate budgets for their specific
functional departments and units to execute the operational activities smoothly and in
an efficient manner.
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Conclusion
The essay concluded and it was identified that the marketing functions within the
modern organisations have a crucial role to play within the organisational sphere. This
helped to implement the varied range of marketing activities of the modern Company
Beauty Giant in the market of UK. The various roles of the function of marketing was
discussed.
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Part 2
Introduction
The assignment will take into account the various aspects related to comparing the 7Ps
marketing mix of the modern Company Beauty Giant and another Company Unilever
that helps in determining the efficiency of the marketing strategies and activities
followed within the organisations. The different tactics are applied by the organisations
to achieve the business objectives framed by the management. A basic marketing plan
will be developed for the organisation and evidences will be supplied behind
establishing the plan designed for implementing the activities of marketing.
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LO2 Compare ways in which organisations use elements of the marketing mix
(7Ps) to achieve overall business objectives
P3 Compare the ways in which different organisations apply the marketing mix to
the marketing planning process to achieve business objectives.
Marketing mix refers to the set of actions that helps the particular brand to promote their
products as well as the services in the consumer market. It is a combination of the
factors that helps the business enterprise to influence the customer to buy those
products. It helps the business enterprise to increase the brand awareness among the
customers and gain a competitive advantage over its rivals. Every organisation makes
their own business strategies and follows it in order to achieve their organisational goals
effectively and efficiently. Beauty giant is the cosmetic selling company that have over
fifty branches in UK and Unilever is one of the largest cosmetic selling business
organisations in UK. The comparison between Beauty giant and Unilever with the
elements of the marketing mix is been given below:
Elements Beauty Giant Unilever
Product Beauty Giant is a cosmetic
selling company that use to
sell men and women
toiletries of worldwide
renowned brands (Liu et al.,
2017). The company will
not produce their own
goods; however they will
launch an anti-aging cream
in the consumer market.
The company only focuses
upon the toiletries and
cosmetic products (Fan et
al., 2015).
Unilever has increasingly
broadened its products and
its qualities and use to offer
wide variety of products to
the customers. The
products of the Unilever is
highly diversified which
ultimately results in the
strategizing its acquisition
into the consumer market.
The company use to
manufacture its goods and
then sell it to the domestic
as well as to the
international markets. The
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company focuses upon the
overall food products,
Refreshments, Personal
Care as well as home care
products.
Price The company will offer its
products in affordable price
so that the upper as well as
the middle class people can
afford it (Datta et al., 2017).
Unilever use to maintain
several pricing strategies in
order to gain its
benchmarking and it uses
market oriented pricing,
premium pricing and
product bundle pricing to
gain competitive advantage
over its rivals.
Place The company has its own
fifty branches all over UK
and has good name into the
market.
Unilever use to operate
globally and has
outreached various
consumer markets all over
the world. The company
use to distribute its
products to the retailers
such as Wal-Mart one of
the biggest retailer to sell
the consumer goods.
However Unilever
sometimes use Kiosks in
order to directly offer the
products to the customers.
Moreover the company use
to offer its products to
stores and subsidiaries
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such as the Ben & Jerry.
Unilever uses product
development as well as the
intensive growth as its
generic strategy in order to
gain competitive
advantage.
Promotion The company will use
various digital marketing
strategies to promote its
products (Stead and
Hastings, 2018).
Unilever uses various
promotional strategies in
order to create brand
awareness among the
customers by digital
marketing. The company
provides various offers,
advertisements and
celebrity endorsements to
create effective impressions
on customers.
Physical evidence The Beauty giant will use
blogs, websites, signs,
logos as well as its
branches as its physical
evidences.
Unilever uses various
physical evidences such as
its premises, signs and
logos that cannot be copied
by the other business
enterprises and if someone
does it then the company
has full right to sue them.
People The company will focus
upon the above 30 age
group people in order to sell
its launched products. To
sell the toiletries product
Unilever use to sell its
goods to every age group
people and to all men and
women. The employees as
well as the suppliers of the
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the company will focus
upon both men and women.
The company will inculcate
moral values in by several
trainings to the employees
in order to provide effective
services to the customers.
organisation contribute
effectively towards the
success of the organisation.
Process The company will sell its
products in branches as
well as will also open online
e-commerce to standardise
its services.
The Unilever use to sell its
products by various
subsidiaries as well as in
online methods and it also
provide standardised
service and products
delivery.
Table 1: Marketing Mix between Beauty giant and Unilever
(Source: Created by the learner)
M3 Evaluate different tactics applied by organisations to demonstrate how
business objectives can be achieved.
Tactics refers to the actions that use to support the strategies made by the business.
This helps the organisation to establish vision, mission as well as the goals in order to
identify the strength, opportunities threats and the weakness of the business
organisations and to gain a competitive advantage over its rivals.
 Product and Services strategies: The competition within the industry is constantly
increasing. The companies should make strategies in order to make their products
better and should be always experiment for diversifying it as per the preference of
the customers. To achieve the objectives of the business organisation strategic goal
will help to make significant differences of its products from the other products into
the market. Beauty giant will strategise its products in such a way that it will be
according to the heath as well as the environmental standards of the UK. The
population of UK is well standardised and knowledgeable about the features,
ingredients and materials that the cosmetic industries uses, the beauty giant should
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