Marketing Essentials Report: Roles, Responsibilities, and Planning

This report delves into the core of marketing, defining its role in creating customer relationships and satisfying needs. It explores key marketing functions such as branding, customer need identification, planning, product development, packaging, and pricing within the context of Nestle. The report further analyzes the relationship between marketing roles and the broader organizational context, including market research, strategy setting, product development, brand building, revenue generation, performance improvement, and budgeting. A case study of Beauty Giant is included, comparing its marketing mix elements with L'Oreal to develop a strategic marketing plan for the new product "Forever Young".

Marketing Essentials

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
LO 1.................................................................................................................................................1
P1 Key roles and responsibilities of marketing functions...........................................................1
P2. How role and responsibilities of marketing relate to wider organisation context.................3
LO 2.................................................................................................................................................4
P3. Comparing the ways by which different organisations apply marketing mix elements in
planning process for achieving business objectives.....................................................................4
LO 3.................................................................................................................................................8
P4. Marketing Plan for the organisation......................................................................................8
Budget: ......................................................................................................................................10
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing may be defined as a study of management of exchange relationships and it is
the process of creating the relationship with customers and satisfying there needs. It refers to the
activities which are undertaken by the organisations in order to promote its goods and services,
the activities like selling, advertising, promoting and delivering the products to final consumers
or to other businesses (Pike, 2015). Marketing is referred as a process of teaching the consumers
why they should choose a particular product or a service over those products and services of
competitors. Present report discusses about the key roles and responsibilities of marketing and
how does roles and responsibilities of marketing relate to organisational context. This report also
discusses about the case study based on Beauty Giant, which needs to design a strategic
marketing plan for new product “Forever Young” by applying 7P's to achieve marketing
objectives.
LO 1
P1 Key roles and responsibilities of marketing functions
Marketing plays an important role in Nestle and there are various roles and
responsibilities of marketing functions. Marketing department plays a significant role as it is
responsible for increase in sale of product and services and are responsible for attracting the
existing and potential customers (Malhotra, 2015). Some of the key roles and functions of
marketing department of Nestle are as follows:
Branding: Each and every organisation want that its products and services should stand different
from other products and services in the market and there should be special identity for its
products and services in the market (Larson and Draper, 2015). It is the key role and
responsibility of marketing function of Nestle to create a name, symbol or design of a product
which is easily identifiable for the customers. Brading helps in creating memorable impression
on the customers and its is the way of differentiating Nestle from its competitors. Branding help
in creating loyal customers and can help in increasing the market share of the company and helps
in growth and expansion of the organisation.
Identifying needs of customers: It is one of the major function of the marketing department
which is to identify the needs of the customers. Marketing department collects the required
information about needs of the customers which help in designing or developing a products as
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per the needs of customers. So, this is the primary function of marketing department which
results in the growth and survival of business.
Planning: Marketing department plays an important role is planning of the organisation in order
to meet the aims and objectives of the Nestle. For developing a plan, it is important for the
organisation to be clear about its goals and objectives, but marketing department helps in setting
goals and objectives of the organisation and also helps in achieving them. It is the important
function of marketing to plan for growth and profitability of the organisation by setting the goals
and objectives for the organisation.
Product Development: Marketing department also plays a role in developing a product by
making a proper market research and gather the necessary information which can be used for
product development. Marketing department of Nestle helps in designing a new product and
making the changes in the existing based on the information collected to marketing research.
Nestle keeps on designing and developing such products which are attractive in design with high
quality (Morgan, 2016). So, marketing department of Nestle play an important role in designing
and developing the products in order to attract customers that help in increasing the market share
and profitability of the organisation.
Packaging and Labelling: One of characteristics of packaging and labelling is to prevent the
risks of damage during transportation or storage of products and to attract customers towards the
product. Marketing department of Nestle helps in designing the type of packaging style needed
for a particular product and to make attractive and pleasing to the eyes of customers. One of the
characteristic of labelling provides the information to customers, marketing department also help
in labelling the required information which is needed by the customers which includes
manufacturing date, expiry date, ingredients, batch number, price, etc.
Standardisation and Grading: Standardisation means uniformity of a product or a service and
grading may be referred as a process and method of classification of various products of the
company as per their similarity and characteristics. There are various product categories like
chocolates, baby foods, dairy products, etc which are offered by Nestle so, it requires the proper
classification as per product characteristic and types which is done by marketing department.
Pricing: One of the main function of marketing is that it help the organisation in setting the price
the proper price for a product as per the information collected by the marketing department.
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P2. How role and responsibilities of marketing relate to wider organisation context
The roles and responsibilities of marketing does not only relate to only marketing
department of Nestle but is also related to the wide organisational context. Marketing function is
considered as the most important function of the organisation as it helps in growth and expansion
of the organisation and plays an important role is generating revenue by attracting customers.
The roles and responsibilities of marketing function is one of the major driving force for the
organisational success. The way roles and responsibilities of marketing is related to
organisational context is explained as below:
Market Research: Market research is one of the major role and responsibility of marketing
department is to collect the information about the new trends and changes in the market.
Marketing department collects the information about the customer needs, wants and desires and
this information collected can be used by other departments of the organisation as well like
productions department, finance department, human resources department, etc. Marketing team
conducts research on various topics which can be important for the organisation in achieving the
growth and competitive advantage within the market (Sharp, 2016). Marketing role and
responsibilities can help the organisation in determining the exact tactics for operating business
and assist Nestle in developing an effective promotional plan to attract the customers.
Setting Strategies: Marketing department also helps in setting or developing various strategies
for the organisation as information gathered by the organisation can be used by top management
to formulate various like growth strategies, strategies for improving performance of the
organisation, financial strategies, training and development strategies etc. Marketing department
of Nestle plays an important role in developing an effective strategy for promoting goods and
services of the organisation which can lead to success for the company.
Product development: Marketing department of Nestle helps the production department of the
organisation in manufacturing a new product for the organisation. Productions department of the
organisation uses the information gathered by the marketing and work in collaborating with in
designing and manufacturing a new product for the organisation to attract the customers. It is the
responsibility of marketing team of Nestle to provide support to employees to get engaged in
operational team in identifying the characteristics as well as the features which needs to be added
in the new or existing product which can help the company in gaining the competitive advantage.
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Building brand image: It is the important role and function of marketing in Nestle to conduct
various marketing campaigns on continuous basis which help in building a brand image of the
organisation in various parts of the world. It is the responsibility of the marketing department to
launch new products in the market and its role is to influence the people to engaged the
organisations products and another responsibility to generate awareness about the brand (Hugos,
2018). So, of these roles of marketing department can help in building the brand image for the
organisation.
Revenue generation: Marketing department has to maintain a proper coordination with the sale
department in order to generate revenue for the organisation. Both the departments are
interconnected with each other in generating revenue for the organisation. Marketing department
generates the awareness which help in increasing the sales for the sales department of the
organisation.
Performance improvement: Marketing department helps in identifying the lack of performance
of the organisation and where is the need of training and development for employees in an
organisation. If any product of Nestle is not performing well in the markets, through market
research marketing department can identify the areas of improvements in the organisation in
order to improve the performance of the employees in an organisation. It works with HR
department to set the proper training standards for improving the performance of the
organisation.
Budgeting: It is role of the marketing department to provide the marketing information to the
organisation and that information can be used by the finance department of Nestle which helps in
allocating proper budget to the different departments of the organisation. Thus, it improves the
financial performance of the organisation and helps in bringing financial stability to the
organisation.
LO 2
P3. Comparing the ways by which different organisations apply marketing mix elements in
planning process for achieving business objectives
Marketing mix is the foundation model of business and it can be defined as a set of
marketing tools which an organisation uses to achieve its organisational goals and objectives.
Beauty Giant can make use of different marketing mix elements in order to generate sales and
awareness for the new product “Forever Young”. It can be applied by comparing with another
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organisation which will give proper understanding of the planning process to achieve its business
objectives of Beauty Giant.
Marketing Mix Elements L'Oreal Beauty Giant
Product L'Oreal has wide portfolio of
brands, there are various
ranges of products like nail
polish, eye shadow,
foundation, concealer, blush
for face, hair care, shampoos,
spray etc (Mallik and Farhan,
2018). All of these products
are made and innovated based
upon the customers needs.
These products are available in
different price range and sizes.
Beauty Giant is also offering
only single range of products
of hair. The product
diversification is very low for
the company.
Price L'Oreal is the one of the
leading cosmetic brand in the
world. Different products are
distributed through retail
channels which its products
available to huge market
which help L'Oreal in earning
huge profits. Pricing strategy
of L'Oreal is based on
premium pricing and
customers are ready to pay the
premium price for the products
due to high quality and
reliability over its competitors.
Beauty Giant has adopted
economy pricing strategy to
attract the customers.
Company sets the price as per
the quantity and value gained
by the customers by
consuming a particular product
(JAIN, 2017). Also, company
has adopted discounting
pricing strategy to attract the
existing and potential
customers during the time of
festive sessions.
Place L'Oreal based on their product Majority of products of Beauty
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division its products are made
available across the world. It
also ensures that L'Oreal has
such a distribution channel or
networks that enables the
strong market presence for the
company. L'Oreal it has
acquired many different
companies of world in order to
increase the presence of brand.
L'Oreal has grown its business
presence in more than 130
countries and in more than 5
continents of the world.
Giant are offered in United
Kingdom. It is operating its
business within the main areas
of the country and it has got
the robust distribution channel
which makes it easy to make
its products available for the
customers within the country.
Promotion Being international brand,
L'Oreal promotes its products
at different levels in different
parts of the country. It has got
very strong slogan for the ad
of its products “ Because we're
Worth it” which sends a strong
message to the customers. It
has got very aggressive
promotional strategy (Luo
Roach and Jiratchot, 2015). It
uses attractive models as a
brand ambassadors for
example Naomi Watts,
Jennifer Lopez, etc for
marketing campaigns around
the world. L'Oreal also make
Beauty Giant uses various
promotional strategies like use
of digital channels to promote
its products within the country.
Also, it conducts marketing
campaigns on regular basis for
promoting its products and to
generate brand awareness
among the customers.
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use of word of mouth
marketing strategy in order to
markets its products which has
become viral in different
countries.
People L'Oreal's plan is to cross
billion customer base in 2020
and achieving this target is
possible in reality by
encouraging the employees of
the organisation. L'Oreal has
invested more than 155,000
pounds for female scientists
which shows that how it is
aligning its business goals in
accordance to agenda of
Corporate Social
responsibilities (The
Marketing Mix. 2019.).
L'Oreal has got more 68% of
women employees working in
the organisation and its prime
focus are the female customers
across the wold.
Beauty Giant has adopted
customer centric approach and
is focusing on fulfilling the
needs of the customers.
Majority of the customers of
Beauty Giant are females and
focus on satisfying their needs.
Physical Evidence The stores of L'Oreal are
present in the different parts of
world and it focuses on its
packaging styles in order to
attract the customers. The
products of L'Oreal are
Beauty Giant is present in
different parts of UK which
marks it physical evidence but
has got low online business
presence (Beauty Giant, 2019.
).
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available in almost all retail
stores of the world and in
saloons.
Process Marketing of L'Oreal has
evolved by salons which
endorsed in it products, most
of the retailers are stocking its
products and now even online
retailers are selling the
products of L'Oreal.
Beauty Giant are focusing to
improve the business by
diversification and emphasises
on improving its marketing
activities.
LO 3
P4. Marketing Plan for the organisation
Executive Summary: This section of report will include the tactics which are adopted by Beauty
Giants for promoting its new product “Forever Young” within UK. This part will include the
information about the company, mission, objective, STP, Pestle and marketing program for
generating awareness about the new product.
Company Overview: Beauty Giant is the cosmetic company of UK which deals in hair product
and accessories. It is rated as one of the finest company of producing hair products for females
and sells the accessories for increasing the beauty of female hair. There are more than 500
employees working in different salons of Beauty Giant.
Mission: The mission of Beauty Giant is to provide high quality products to the customers at
affordable prices.
Vision: To make the company the most favourite brand among the customers and to expand it
stores in all the parts of country.
Marketing Objective: To increase the sales and profitability of the new product, marketing
objective of Beauty Giant is to offer new product to the broad market of UK and to grow market
for new product.
PESTLE ANALYSIS
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Political Factor: Political instability can have negative impact on the marketing plan of Beauty
Giant. So, manager of Beauty Giant should try to determine the right time for promoting or
launching of new product (Abbott, 2015).
Economic Factor: Rise in cost of promotions can also have negative impact on the budget so, it
is required to develop a flexible marketing budget.
Social Factors: Any change in the trends can also have a negative impact on the communication
method used by the company, there may be change in preferences of customers at any time
(Sridhar and et.al., 2016). So, company should plan for marketing of goods to increase the sale of
a product.
Technological Factors: Company should make use of advanced technologies for improving the
quality of its new product and should use the innovative technology in order to market the
product.
Environmental Factors: Customers have become aware of environmental protection so
company should adopt the technologies and procedures which are eco-friendly and can increase
the value of company.
Legal Factors: UK laws can have an impact on the marketing plan of Beauty Giant, so it is
important for the organisation to take law into consideration while developing a marketing plan
which will help the company in avoiding legal and ethical issues as well.
STP
Segmentation: Beauty Giant should segment the market in to small segments and company
should identify the segments like demographic, behavioural and psycho graphic segmentation
(Camilleri, 2018). The segments like age groups, income level, etc for which the product is to be
offered.
Targeting: At present Beauty Giant is targeting only female customer but it should target the
male customers as well which can help in increasing the sale and profits of the organisation.
Positioning: Presently Beauty Giant has positioned it products in small cities and towns but it
should try to position the product in niche markets, for this various promotional activities should
be used like use of social media, print media, sign boards, providing discounts etc in order to
position the new product in the mind of a customer (Lees, Winchester and De Silva, 2016).
Marketing Program
Marketing Objective Tactics Time
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To make the successful launch
of new product
Various marketing campaigns
should be organised by the
Beauty Giant.
3 Weeks
To expand the customer base Use of social media and digital
marketing for promoting new
product.
6 months
To increase sales of new
product
Beauty Giant will follow cost
leadership strategy by offering
the product at low price to
attract potential customers.
5 Months
Budget:
Marketing Campaign £10,000
Development of Website £15,000
Use of social media platform £10,000
Advertisements £2500
Monitoring and Evaluation:
Proper marketing plan should be followed by the Beauty Giant and keep continuous track
on the implementation of the marketing plan. Company should analyse the budgeting reports and
sales reports in order to identify the outcome of the marketing plan. Various costs should be
evaluated which are spent on various marketing activities. Which can help in effective
implementation of marketing plan for launching new product of the organisation.
CONCLUSION
It can be concluded from the above report that marketing forms an important part of the
organisation and has to play key roles and responsibilities of the organisation. Marketing
department has to perform various functions in an organisation and is related to the different
parts of the organisation which helps in increasing their efficiency. Present report also concludes
that an organisation can make use of different marketing mix elements in order to achieve its
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