Marketing Strategies for Beauty Giant: A Case Study

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MARKETING ESSENTIALS
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Table of Contents
Introduction...................................................................................................................... 3
Task 1.............................................................................................................................. 4
Essay............................................................................................................................... 4
“The role of marketing in modern organization”............................................................4
Task 2.............................................................................................................................. 7
Conclusion..................................................................................................................... 14
References.....................................................................................................................15
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Introduction-
Marketing is an essential tool in the current business organizations. It includes
knowledge of marketplace, making profitable relations, consumer’s demand, and market
strategy for customers and offering quality to the consumers etc. Relationships with
customers are valuable and it can be enhanced through innovative methods of
marketing strategy. Marketing roles in context of modern organizations and evaluation
of key aspects of marketing function are well described. A strategic marketing plan will
be designed for the organization “Beauty Giant” that is based in UK and deals with the
products of men and women toiletries. They want to come up as a market leader so it is
necessary to apply the tactics with the use of 7P’s of marketing mix for achieving the
overall objectives of market place.
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Task 1
Essay
“The role of marketing in modern organization”
The advertising capacity has a fundamental job in a business association for
characterizing jobs and obligations that is useful in breaking down efficiency and
advancement. This capacity incorporates some key jobs and duties, for example,
advertising, buying &accumulating, movement, supplying, reviewing, financing, chance
taking, showcase data, and selling. These capacities similarly have distinctive business
obligations like research of market, methodology organization, products improvements,
deals sustenance framework, circulation frameworks, account group, and branch of
human asset, and so forth. All these have various jobs in "Beauty Giants" for upgrading
and advancing business development. These advertising capacities have a critical job in
the business. These publicizing capacities additionally share a bond with other
hierarchical capacities.
There are some key functions of the marketing which defines the roles and
responsibilities of marketers in modern organization as mentioned below:
Distribution: It is one of the major aspects of marketing as it is related to different
channels for purchasing the products. Distribution is also considered as an
interconnected channel which helps the organization in buying and selling their product.
It is also known as a service where a company provides their products and services to
the customers (Arslanagic-Kalajdzic, et. al., 2019).
Management of products/services: Item the board is the arranging of the grouping at
all phases of their creation. The objective of item the executives are to make a fair
volume of items as far as amplifying deals in the longest term.
Promotion: This is one of the most significant elements of promoting. The objective of
advancement is to build request and increment brand mindfulness. Advancement ought
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to be viewed as a vital piece of the showcasing complex. This system called as a
publicizing strategy.
Selling: It comprises of possession move of items to the buyer. Selling understands
the association about its definitive objective of picking up benefit. It tends to be
improved by publicizing, individual selling, deals and exposure advancements.
Proficiency and viability are offering the lead to the productivity of the firm.
Financing: It incorporates the capital utilizations of achieving the monetary needs of
offices that are managing distinctive promoting exercises. These profit and credit
required and product cost are referring to as the showcasing fund work (Martin, et. al.,
2018).
Deep research of market: This factor also plays a key role as many decisions depend
on the information and proper idea of market. It is about collecting information regarding
the target customers and new products.
Risk-taking: It includes some losses which can be occurring at any kind of situation.
The term marketing risk can be also defined as the bearing of risk which could be in the
form of profit or loss. The risk gave to good's proprietorship request with the every
single imaginable misfortune because of falling in item's costs.
The marketing functions are key features which will be useful in identifying the possible
products for new market and also helpful for comparing with other markets.
Interrelation with other marketing functional units:
Marketing and Finance Department- The promoting roles want monetary capitals for
arranging, execution, assessment, and research of advertising arranging and
arrangements among organizations. It is offered by the fund office. They give cost to
exercises of the market (Martin, et. al., 2018)
Marketing and Production Department- Production group pass on the information
about the administrations or items for making a careful arrangement for the association.
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There ought to be data about the stock of generation or crude material limit of the
association.
Marketing and Sales Department- This department has a close connection which
helps in improving the advertising with closeout of the organization. There ought to be
appropriate correspondence among promoting and deals group so better publicizing
should be possible with items.
Marketing and HR Department- The policies of HR should be equal to the marketing
department which provides the growth for enhancing the public sales. The HR and
marketing team plays an important role for the improving productivity and organizational
growth.
The principle part of advertising capacities is to upgrade the productivity of the affiliation
and for this they need to arrange with each branch of the organization. It needs the help
of every division for hierarchical development. Apart from these functions of marketing,
there are also some key elements which can be considered as marketing functions such
as research, promotion, development and service & support. These elements would be
helpful for the development of modern organization. The research function is totally
connected to marketing in modern organization for example any organization will do
market research at firstly for knowing the market need. It would be also helpful for
gathering the required data which is suitable for market or not. The promotion is also an
important factor which is directly connected to marketing. If take an example of modern
organization, they will also choose a process of promotion for introducing their product
to market and customer as well. It could be in the form of advertisement through social
media or could be through posters and newspapers. Further, the product and service
development is also necessary which helps in implementing the primary actions
(Malhotra and Burgess, 2018). Any organization must have an idea to develop their
products market value and position. Advancement, investigation and development all
draw in customers and prepare them to purchase the item. It is an administration
component that supports the publicizing that is useful for the organization for creating
holding and gather client's dedication. The above functions are interrelated with each
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other in the terms of growth via marketing and they all support the modern organizations
during the marketing of a new product and services.
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Task 2
Many organizations are adopting several kinds of strategies for growing their business
which helps in attaining their business goals. The marketing mix is also a kind of tool
which can be used for analyzing and evaluating the performance of organizations in
market. The organizations use these marketing mi strategies for enhancing their market
value and achieve the business goals. The Beauty giant is also planning a strategy for
developing their new product i.e. “Forever young” over the 30’s target market. It is big
cosmetic selling company which contains around 50 branches over the UK. The
company has adopted different marketing mix strategies for developing their business.
The marketing mix will be helpful for the development of every organization for gaining
their objectives. The Beauty bay is also a cosmetic company in UK and the biggest
competitor of Beauty Giant.
For every organization, consumers are main focus from which any company expands
their business easily. Beauty giant also utilizes the 7Ps strategies for completing their
customer needs within company’s budget. For developing its business growth and
achieving their goals, Beauty giant have also applied these strategies which is also
useful for marketing manager which include the 7Ps as mentioned below:
Place: It is very essential thing for any kind of business to make a place where the
company can available their product and services to the customers. The company
should always choose a nearby and approachable location for customer so that they get
easily services (Eletxigerra, et. al., 2018).
Price: It presents the value of customers and Value contemplations incorporate degrees
of costs, limits stipends and commissions, terms of installment and credit. Cost may
likewise pay a section in separating one administration from another and along these
lines the clients impression of significant worth got from an administration and the
connection of cost and quality are significant contemplations in many administration
value sub blends (Išoraitė, 2016).
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Products: The administration item requires thought of the scope of administrations gave,
the nature of administrations gave and the degree of administrations gave.
Consideration should be given to issues like the utilization of marking, guarantees and
after-deal administration. The administration item blend of such components can
fluctuate significantly and might be found in examinations of administration go between
a little neighborhood building society and one of the biggest in the nation; or between a
little lodging offering a restricted menu extend and a four star inn offering a wide scope
of meals.
Promotions: Advancement incorporates the different techniques for speaking with
business sectors whether through publicizing, individual selling exercises, deals
advancement exercises and other direct types of attention, and backhanded types of
correspondence like advertising (Zahay, et al., 2018).
People: In every business, the people are basic need because without people the no
business can be started. The client as well as labor both is necessary for preceding the
business plan. An administration part such as managers, leaders also plays an
important part for applying the work force in any organization. The vast number of
people takes interest in any kind of idea implementation.
Process: The genuine methodology, component and flow of movements by which, the
administration is communicated to client within working frameworks. The real
conveyance steps the client encounters, or the operational progression of the
administration, will likewise furnish clients with proof on which to pass judgment on the
administration.
Physical evidence: The earth wherein the administration is communicated where the
firm and client associate, and any considerable segments that encourage execution or
letters of the management. The physical evidence of administration integrates the
majority of the distinctive portrayals of the administrations –, for example, leaflets,
letterhead, business cards, report configurations, signage, and hardware. Now and
again it includes the physical office where the management is offered, for instance, the
retail bank office (Loo and Leung, 2018).
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Here following are two different organizations compared which follows the marketing
mix strategies for implementing their marketing plan:
Marketing Mix Beauty Giant Beauty Bay
Place The Beauty Giant has a
nearby place which is easily
approachable to their
customers. It is necessary
to choose a place where
the company can improve
their customer base.
Beauty bay also has a wide
customer base and it
provides better services to
their customers. It has
many stores at different
locations.
Product The product plays an
important role for
expanding the business. So
beauty giants provide a
variety of cosmetic products
to their customers such as
lotions and anti-ageing
cream.
It also provides a vast
amount of products and
services but the customer is
mostly uses the lotions
which is provided by
company.
Price It uses a low cost plan for
development of new
product idea.
Beauty Bay applies the
moderate strategy and the
prices of its products are
not constant. They varied
according to market
scenario.
Process The Beauty Giant utilizes a
standard level process for
implementing the product
and services ideas. The
process includes many
steps such as from
developing a product to
On the other side, beauty
bay applies moderate
process as per the only
demand of market and
customers.
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reach their customer and
gain profit.
Promotion The company utilizes some
strategies in different ways
so that they can attract a
large number of customers.
The beauty giant offers
some discount on product
and also uses promotional
activities and events for
increasing the customer’s
base.
On the other side, it is an
expensive company which
expenses more on their
promotional activities such
as social media etc. but it
has limited customers and
these promotional activities
and tactics helps in growing
their business.
People People play a vital role in
any kind of business and
beauty giant has a large
consumer base. It totally
depends on the product
quality and a trust level
which is maintained by
company.
It also provides better
services to their customers
and beauty bay also has a
large customer base which
would be helpful for
attaining the companies’
goals.
Physical Environment The beauty giant maintains
a good decorum which is
very important from a
customer’s perspective.
The presentation of their
products is also very
attractive and they always a
different theme for showing
their products.
This company also has
good stores with a good
environment. The
customers attracts towards
the decoration of the stores
as it maintains their
locations at very better
level.
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The above mentioned marketing mix strategies and 7Ps are helpful in evaluating the
organizational growth of any company. These are also useful for achieving the goals
and improvement in the market growth. As per the Beauty giant and beauty bay has
developed different strategies for improving their company’s growth.
Marketing plan:
Executive
summary
Applying the 7ps of marketing will add further improvement of
features in the marketing strategies of the organization Beauty
Giant. It is required to analyze that what the customers want from
the services or products what are their expectations and what
changes the organization can make to fulfill their requirements or
need. Further the 7Ps of marketing is explained for the
organization with the analysis of the strengths, weaknesses
threats and opportunities for the Beauty Giant and the marketing
plan for the organization is developed.
Vision To advancing the product marketing through advance concepts
and tools and increasing sell with providing better quality and
customers’ satisfaction.
Mission Advancing the products and adding extra features or creating the
unique products with the extra effectiveness and improving the
product development and delivery processes.
SWOT analysis of the Beauty Giant
Strength
 Good customer base
 Brand value of the organization
Weaknesses
 Uniqueness of products
 Complex delivery processes
Opportunities
Available resources for the organization
Available market for the organization
Threats:
 Increasing market competition
 Changing requirements of the
market
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