Detailed Marketing Report for Beauty Giant's 'Forever Young' Product

This report analyzes the marketing strategies of Beauty Giant, a cosmetics company with a focus on launching their new 'Forever Young' anti-aging product. The report begins by outlining the roles and responsibilities of the marketing function, including market research, marketing planning, customer support, promotion, product development, branding, and physical distribution. It then explores how the marketing function interrelates with other business functions like production, finance, and human resources. The core of the report focuses on the marketing mix (4Ps): product, price, place, and promotion, comparing Beauty Giant's approach with L'Oreal. Finally, the report concludes with an overview of a marketing plan for the 'Forever Young' product, considering various aspects of the marketing mix and providing insights into the competitive landscape. The report highlights the importance of market analysis, customer understanding, and strategic planning for a successful product launch.

Marketing Essential

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Roles and responsibility of the marketing function..........................................................1
P2 Roles and responsibilities of marketing relate to the wider organisational context..........3
TASK 2............................................................................................................................................4
P3 Marketing Mix...................................................................................................................4
TASK 3............................................................................................................................................7
P4 Marketing plan..................................................................................................................7
CONCLUSION..............................................................................................................................10
REFRENCES.................................................................................................................................11
.......................................................................................................................................................12

INTRODUCTION
Marketing is important activity of an organisation which perform by the organisation in
relation of selling as well as purchasing goods or services. It includes advertising, delivering of
products, selling to consumers or any other business (Abushadi and et. al., 2015). In simple term,
marketing refer to the activity which has been consider by organisation to promote purchasing or
selling of services. This assignment is based on Beauty Giant which is an cosmetics selling
company and it have approx. 50 branches within United Kingdom. Products offering by them are
men as well as women toiletries from several world renounced brands. With these respective
company create good name in market but they are not producing or selling their own products.
After sometime they launch product named as Forever Young and they are targeting over 30
market. In relation of this report will going to discuss role and responsibilities of marketing
function for launching product. Along with this marketing mix as well as marketing plan will be
prepared for forever young product.
TASK 1
P1
Marketing is a division in an organisation which perform several function one of the
major is promoting products as well as services within marketplace. Generally marketing
functions are framing marketing plan, market research, promotion, distribution for sale, public
relation, product development and so on (Akbar and et. al., 2017). There are several roles and
responsibilities of marketing function within organisation explanation of these are as follows :- Gathering and analysing market information – This is most important function of
marketing to gather information related to needs of customers as well as it also assist in
taking decision related to successful marketing of products. Along with this it is
necessary to gather information of marketing in which company want to launch their
product. So that, current market trend, level of competition, taste and preferences of
customer will be identified. Marketing planning – It is also function of marketing division within organisation
prepare marketing plan for increasing sale of their products as well as services within
market by promoting them. Marketing planning is important because it assist in

increasing sales, making proper budget of each and every activity, target customers and
market etc.. Customer Support services – One of major role and responsibility of marketing function
is to provide customer support services and make them satisfy (Allen, 2016). There are
several customer support services performed by marketing division such as handling
customer complaints, consumer information, sales services, procuring credit services and
so on. All these services assist in keeping, getting as well as growing number of
customers. Promotion – It is necessary to provide information about products, uses, prices and their
features to customers as well as persuading them to purchase these products. There are
some major tools of promotion such as advertising, personal selling, sales promotion and
publicity. It is necessary for an marketing to prepare promotional budget before doing
activities related to it. Product designing and development – There is an another function of marketing i.e.,
designing and development of product. Designing of goods involve decision related to
the quality standards which will utilise for product shaping or designing, packaging and
so on. For making goods attractive so that customers will targeted easily in comparison of
competitors offering (Arendt and Allain, 2019). In addition to this, company have to pack
as well as design their offering in unique manner because it is the simplest way of
capturing customers eyes in easy manner. Branding – It is the procedure of giving name to particular product for differentiating it
from other competitors. Along with this, branding result in gaining customers loyalty as
well as promoting product in market area. One of the important decision within branding
strategy is to give separate brand name as well as similar to all product of an
organisation. Although in simple term, it create separate image of products and services
within market area by giving them name.
 Physical distribution – Their is an another function performed by marketer is related to
physical distribution of product as well as services (Brychkov and Domegan, 2017).
Physical distribution have several important decision which have to be taken such as
selecting distribution channel, inventory levels, transportation, storage, warehousing and
so on.

P2
Marketing refers to activities undertaken by company to promote the buying or selling of
the product or service. Marketing includes advertising, selling and delivering products to
consumers or other businesses. “Marketing is the management process responsible for
identifying, anticipating and satisfying customer requirement profitably.” Marketing function
start from identifying the consumer need and with satisfying the consumer needs (Eletxigerra,
Barrutia and Echebarria, 2018). The marketing function has been discussed below:
 Market Research - Gathering information about concerning your target customer is the
major function of marketing. Analysing and identifying need and wants of consumers in
market. Once understood customer thoroughly can base product design on this
information. Marketing research consist of information about customer you want to sell.
This also requires checking out other competitors. Finding out about features and
marketing campaigns of the rivals.
 Packaging, labelling and branding - Packaging package for products, labelling means
putting information required/ specified on product's covering. Branding distinguishes the
generic commodity name to brand name (Hisrich and Ramadani, 2017).
 Product price and promotion - Once target market is determined, setting the price and
promoting product can be a challenge. Price of product determine its success or failure. If
priced too high, might lose customers – but if price is too low might be chance of low
profit. Promotion is informing customer about product and persuade them to buy it.
Advertising product and services is essential to attract new customers and keeping
existing customers coming back.
 Distribution channel - Distribution is deciding how products will reach to customer who
wants to buy them. The physical movement of goods from production place to place of
consumption. Once product is ready, figure out shipping and storage methods for
inventory item. It will depend on variety of factors such as concentration of market, shelf
life of product, company capital requirement.
Marketing function interrelation with other business function
 Production and marketing function – In organisation production and marketing
function are interrelated because manufacturing of products will take place after identify
customers needs and wants (Holbrook, 2018). Along with this, marketing division

identify customers taste and preferences after that share information related to it. So that,
production division will manufacture products as per requirement.
 Finance department - Finance department allocate budgets to all department of the
business. Marketing department also have an adequate budget to meet the needs for
research, promotional activities and distribution of goods (Hugos, 2018). Marketing
department is likely to concentrate on sales volume and building market share. While the
finance department focuses on cash flow, cost covering.
 Human resource department - Human resource department of organization looks for
recruitment,selection, training and development of the employees. Along with this, for
doing several marketing activities there is requirement of special skills as well as
knowledge which has been gained through providing proper training and development of
staff members. Thus, role of Human resource and marketing are interrelated.
TASK 2
P3
Marketing mix refers to set of action or tactics that is adopted by many company in order
to promote their brand in competitive marketplace. It is created by using 4P's of marketing that is
product, price, place and promotion (Kassambara, 2018). This mix is group of marketing
variables that a firm combines and controls in order to produce a effective or desired response in
target group. Apart, from this it is an important marketing tools that usually comprises of all
elements that influences demand for product that are offered by a particular firm.
Basis Beauty Giant L'Oreal
Product Beauty Giant is an leading
specially brand cultivated. It
deals in many products such as
foundation, face and hair
products which helps in
enhance the market share to
lead in competitive
L'Oreal Paris is an total beauty
care company which deals in
highest quality products for
masses. In their product list
consist of hair colour, hair
care, style of hair, skin care
and cosmetics are their major

marketplace (Lane, 2016). It
aimed to launch a new product
which is an anti ageing cream
that helps in look young.
well known brands and
products that helps to remain
always competitive.
Price Price of products of Beauty
giant are premium and always
target to urban rich class
women and give best attributes
to their women clients such as
they aimed to launch a new
product that is anti ageing
cream which helps to differ
from their competitors.
L'Oreal is an leading cosmetic
brand, their consumer products
divide into retail chains that
helps to organisation. Form
that consumers can easily
ready to pay the high prices. It
fixes high and premium prices
for their different products.
Place Beauty giant not sell their
products and services to
directly but they sell it with
help of retailers in mass
market. They also available at
online so that they can grab
attention of large no. of
consumer base.
L'Oreal have different
divisions of products that make
consumers worldwide. They
have strong distribution
network that helps in create
global presence. There each
product present at
departmental stores, retail
outlets.
Promotion The promotional tool in
context of Beauty giant that
they use discount coupons and
promote their products and
services by magazines and
newspapers. They also align
with customers by mailed to
their inbox so that they can
In case of L'Oreal they operate
in different countries and
strong slogan “Because we are
worth it”. That is an great
message to attract lot of
consumers with they have
attractive models that helps to
promote their products and

easily know about their new
products.
have popular brand
ambassadors.
Process In scenario of beauty Giant
they use direct flow of goods
and services without large
distribution channel.
In case of L'Oreal they have
advance tools and techniques
and their main objective is to
serve consumers in best
manner for that they stay at
forefront of their sector
(Nirschl and Steinberg, 2018).
Their plants integrate with ever
changing modern technology
which brings best quality
products.
Physical evidence Physical evidence refers to
attributes of products and
services that highly intangible
in nature. In case of Beauty
Giant they have attracting
packaging in which all
necessary information should
be mentioned in clear manner
that helps to consumers while
purchase their products.
In case of L'Oreal they focus
on improving life cycle of
packaging by limiting waste
production to enchant large no.
of consumer base for eco
design and recycling.
People People are the precious assets
for an organisation in case of
Beauty giants they have
competitive staff members that
helps in gain competitive
advantage.
In case of L'Oreal they present
in all over the world and have
highly competitive work force.
They have 86000 employees in
2018 which contributes in its
success.

TASK 3
P4
Marketing plan is overall outline of marketing strategies which will set by the
organisation for appropriate communication of their products and services within market area. It
is necessary to frame marketing plan because it will allocate funds for each and every activity
(Okumus and Cetin, 2018). This result in optimum utilisation of available resources in form of
physical as well as monetary form.
As Beauty Giant is cosmetic product offering organisation and having approx. 50
branches all round the United Kingdom. They are offering men's and women's toiletries by
several renounced brands. By their offering Beauty Giant is having their good name as well as
image within market of UK but they are not selling products of their own. Thus, respective firm
decided to bring anti-ageing product in market which is named as Forever Young. Following is
the market plan of Beauty Giant which involve each and every important aspects needed to be
consider by company for making effective marketing of products:-
Company overview – Beauty Giant is offering cosmetics products as well as men's and
women's toiletries. They have approx. 50 branches within United Kingdom and product offering
by them are not their own they are simply selling (Pappas, 2017). Through all these Beauty Giant
has build their good image within market area of United Kingdom. At present company is
planning for bringing new anti-ageing product in market which is named as Forever Young.
Vision and mission – Beauty Giant vision and mission are as follows :-
 Mission - To develop as well as manufacture cosmetic products which assist professional
in meeting their highest quality standards. So that, their work will meet highest quality
standards in term of cosmetic products. Vision – To be a organisation which recognised by the offering of beauty products.
SMART Objectives – To introduce anti-ageing cream within 10 months in order to
enhance business profitability 30% more.
Product Description – Beauty Giant is bringing new product anti-ageing which is named
as Forever Young. It is a cream which will going to target mainly women's between 35 to 50
years because after some age group facial skin start getting wrinkled (Pike, 2016).
Market Research – It is important part of marketing plan as company have to conduct
effective market research for making sure that needs as well as want of customer are getting

satisfied. Along with this, market research not only gather information related to customer but
also analyse level of competition and competitors available within market area (Piñeiro-Otero
and Martínez-Rolán, 2016). There are two main sources of research which should be considered
in the product development. Explanation of these are as follows :- Primary Research: This is the form of research conducted by company and in primary
research direct interaction with customer take place. Respective technique is undertaken
into consideration by the Beauty Giant for determining customer preferences related to
the new product (Puddle, 2015). For gaining customer views or thoughts through primary
research there is requirement of conducting Questionnaires as well as online surveys
which has been utilise for identifying the requirement of customers in relation to skin,
cost, age and so on factor in relation of anti-ageing cream named as forever young of
Beauty Giant. Secondary Research: This research technique is mainly use while bringing new product
within market area. Secondary research has been utilise in relation to identifying suitable
techniques as well as procedure through which this product could be developed. In
addition to this, it is used to identify the most prominent methods to market this new
commodity in the market.
STP approach – It stand for segmentation, targeting and positioning. This model assist
marketers in developing proper strategies for targeting their customers in effective manner.
Explanation of STP model in relation of Beauty Giant are as follows :- Segmentation – In this division of large market area get divided within comprising of
person whose thinking is on same lines as well as showing inclination in relation of
similar offering. There are three methods of segmenting such as geographical,
demographical and behavioural (Rudden, 2016). The first segment Beauty Giant will use
is Geographical, in which market is classified on the basis of geographical location of
target market. Moreover, the next segment that has been used by respective company is
demographics like age, occupation, income and so on. In the end, third segmentation is
related with the behaviour of targeted customers which classify them on the basis of
behaviour.

 Targeting - As for targeting from the above segments, the company would be targetting
mainly women from the Urban Areas of the UK, who are aged between 35 to 50,
belonging to any occupation and having income more than £1,000. Moreover, the firm
would also be targeting customers who are concerned about their skin and want to look
glorious (Ryom and et. al., 2016). Positioning - For positioning, Beauty Giant would be placing its new offering, anti-
ageing cream name as Forever young on traditional as well as online channels. Apart
from its standard approach of making product available in online markets, respective
organisation can also use official website of company for increasing their sale as well as
capturing eyes of customer within present market area.
Ansoff matrix – It is a marketing planning model which assist a business in determining their
product and market growth strategy. There are four strategies which can be use by organisation
for gaining growth and sustainability in market area: Market penetration: In this strategy business focus on selling their existing product
within existing market. Market development: It is name as growth strategy in that business seek to sell its
existing products within new market. Product development: Company bring new product within their existing market through
product development.
 Diversification: In this strategy company bring their new product in new market.
Beauty Gaint is using product development because they bring their new product named
as forever new within existing market.
SWOT analysis of Beauty Gaint :-
Strength Weakness
 Presence across multiple channel such
as retail, wholesale and e-Commerce.
 High customer royalty and conversion
of single user into dedicated customer
by offering differentiated customer
value proposition.
 Unpredictable and high fluctuation in
store sales.
 Company have to maintain high stock
levels which create problem for
company it customer trend will get
change.

 Offers loyalty program for discount on
products to their members.
Opportunities Threats
 Marketing through social media will
assist in gaining a greater foothold and
increasing customer loyalty.
 Business expansion at global level
 Rising labour costs could impact
margins and increase the operational
costs too.
 Very low barriers to entry has led to a
number of new players entering into
this segment.
Porter's five force model – It is tool use for industry analysis and there are five forces which
help in proper analysis. Explanation of these are as follows :-
 Threat of new entrants – Cosmetic industry is competitive and thus attract new entrants
striving to capture market share. Threat of new entrants is high for Beauty Gaint
company.
 Threat of substitutes – Beauty gaint have high level of threat for substitute products
because there are several other organisation who are offering anti-ageing cream such as
ponds, Loreal etc..
 Competitive Rivalry – For Beauty Gaint Competition is high because there are several
brnds existing within cosmetic industry such as Maybelline, Loreal etc..
 Suppliers Power – Their is large number of suppliers within industry which result in low
bargaining power of suppliers. Buyer Power – Increasing competition as well as availability of goods and services given
buyers high bargaining power.
Marketing Budget – It is marketing plan in term of cost. Although, marketing budget is an
estimated amount of cost which is needed for promoting product as well as services within
market area (Sharp, 2016). It is generally part of marketing plan as well as important part of
marketing procedure.
MARKETING BUDGET