Marketing Essentials Report: Beauty Giant Marketing Plan Analysis

This report provides a comprehensive analysis of marketing essentials, using Beauty Giant, a UK-based cosmetics company, as a case study. The report is divided into two parts: the first part examines the role of a marketing manager and its interrelation with other business units, while the second part involves a structured analysis of the marketing mix (product, price, place, promotion, people, process, and physical evidence) and the development of a strategic marketing plan for a new anti-aging product, "Beauty Giant Beautiful Forever Creme." The marketing plan includes an overview of the company, product details, vision, strategic objectives, SWOT and STP analyses, a detailed marketing mix breakdown, and a budget forecast. Furthermore, the report compares Beauty Giant's marketing mix with that of its competitor, Sephora, highlighting differences in product offerings, pricing strategies, distribution channels, and promotional activities to inform the development of effective marketing strategies.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
PART 1............................................................................................................................................3
COVERED IN PPT................................................................................................................3
PART 2............................................................................................................................................3
Part A. Comparison of organisations on the basis of marketing mix.....................................3
Part B. Strategic and evidence based marketing plan.............................................................5
CONCLUSION................................................................................................................................8
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing encompasses all the advertisement as well as promotional tools and techniques
which provide aid to an enterprise in attaining the long term objectives. This activity lays down
its emphasis upon the overall growth and development of marketers in a manner such that they
are able to promote the offerings of corporation in an effective way. The report is based on the
analysis of marketing essentials in Beauty Giant, which is a well renowned UK based
corporation dealing in cosmetics and beauty products. The project is categorised into 2 parts. The
first part focuses upon roles of marketing manager and the interrelation of the respective function
with other business units. The second part constitutes a structured analysis of marketing mix and
the stipulation of a marketing plan.
PART 1
COVERED IN PPT
PART 2
Part A. Comparison of organisations on the basis of marketing mix
Marketing mix is regarded as one of the broadest concepts of marketing study, inclusive
of price, product, place and promotion as its major elements for attainment of specific purpose or
goal. The aim of marketing mix is to develop strategies or action plan which actually suits the
condition and scenario of firm. The strategic decision to carry out marketing comparison within
2 companies can be best understood with the help of marketing mix theory. In relation to Beauty
Giant, the entity is proposing to launch a new product in market for which it is essential that it
carries out a competitive analysis on the basis of marketing mix. This helps in development of
effective policies through which customer reach can be inflated and growth & development of
corporation can be ensured. In this regard, discussion is made upon the exploitation of marketing
mix within Beauty Giant and one of its biggest competitors named Sephora, as follows:
Elements Beauty Giant Sephora
Product Beauty Giant is one of the leading
cosmetic sellers operating within the
confines of UK. It sells an array of
products ranging from hair extensions,
Sephora is another top notch corporation
engaged in provision of cosmetics,
toiletries, skincare, perfumes and
cosmetic items for both men and women.

braids, cosmetic products of other
brands, beauty care items and other
associated commodities for women as
well as men.
However, the portfolio is not so wide in
the case of men and this is why Beauty
Giant has an edge over this firm.
Price Beauty Giant is currently making use of
penetration pricing strategy to sell its
products. It charges the customers on the
basis of brand values of products. Due
to penetration pricing, this company is
successful in maintaining its brand
image.
Sephora uses price skimming while
selling cosmetic products. The rationale
behind making use of this strategy is
extensive competition within the market
place. Sephora works on the belief of
“adding on value to a product” strategy in
which it increases prices whereby brand
adds value to its offerings.
Place Beauty giant has bigger place outlook in
the market. In context of global
presence, it has built a positive image
across the entire UK with the help of its
50 outlets.
Sephora has nearly 70 outlets within the
confines of United Kingdom and through
this, the entity sells over 300 branded
cosmetic items to prospect customers.
The firm has strong image and presence
within Paris also.
Promotion Beauty Giant does marketing events and
sponsorships in order to create
awareness among people about its
offerings. Also, it makes use of
television and radio as the channels.
This provides assistance to the
organisation in highlighting its products
within people in a manner such that they
get influenced to make a purchase.
Sephora promotes its products via
different media like television, radio,
social media and also gets one
endorsement by the celebrities.
People Beauty Giant has constitute 1000 people
skilled and well-trained individuals who
are provided the opportunities to enrich
Sephora comprise of 1200 employees
who are equipped with all the necessary
abilities and skills to perform tasks

their personality by undergoing training
and development sessions at regular
intervals.
through the stipulation of development
opportunities.
Process Beauty Giant executes manufacturing
and marketing in an innovative manner
by making use of the latest and
emerging trends. For production, it
makes use of lean production
technology and for marketing, the main
focus is upon digital marketing.
Sephora concentrates on low cost
production and entailment of higher
revenues by utilising effective and hi-
tech tools and technologies.
Physical
evidence
Physical evidence of this entity is
mainly comprised of 50 outlets selling
cosmetics and toiletries owing to which
the firm is able to gain maximum
satisfaction from customers.
The physical evidence of Sephora can be
seen in the form of its 70 outlets which
are spread across UK, Paris and Stuttgart
city of France.
It is analysed that in the modern era, companies tactically apply the market mix in
coordination with marketing process. This is done by the corporations with the sole motive of
attaining the corporate goals and objectives within the stipulated course of time. The same is
seen within the confines of Beauty Giant and Sephora that apply these to appeal to a large base
of audience and thereby enhance the scope of inflating the revenues and profits.
Part B. Strategic and evidence based marketing plan
Marketing plan is a formal structure, which is mainly prepared to understand & realises
situation of the market along with necessary steps for development of a strategy. Its the business
document outlining marketing strategy and tactics. In context of Beauty Giant, firm is coming up
with its own new anti-ageing product named as “Beauty Giant Beautiful Forever Creme” as its
own selected product to be new in their portfolio. Preparation of a detailed marketing plan is as
follows:
Overview of the company: Beauty Giant is a cosmetic selling company has its operations
in 50 locations of the UK. Firm is specialised to sell cosmetic and toiletries products of other big

brands to sustain & continues business operations. Also, company has its stores in different area
of the UK and all are performing more than par.
Products and services: Beauty Giant is engaged in sale of cosmetics, beauty care, make
up and hair extensions. The company has now decided to come up with new ageing product
named Beauty Giant Beautiful Forever Creme to become market leader and for this, it targets
over 30's customers.
Vision & mission: Vision of this firm is to “become word of mouth for its customers”
and mission is “To become market leader in beauty care sector.”
Strategic objectives: Strategic objectives of Beauty Giant is to build profitability &
become market leader within a short span of time. The firm intends “to achieve 13% market
share within 1 year through the launch of new product.” This launch can be considered as
reality check on whether firm is capable to achieves its objectives or not.
Action plan: After realising actual demand for this product, action such as SWOT, STP
analysis etc. would be taken into role to launch the new product in a successful manner.
SWOT analysis: SWOT stands for strength, weakness, opportunities and threats. Beauty
giant is required to put down its focus on internal abilities before launch of its new item into the
market. SWOT of this entity is as follows:-
Strengths Weaknesses
Beauty Giant is one of the renowned firm
which is known for effective brand values and
longer brand loyalty into the long term. They
have trust of the big brand names with deal in
cosmetics and toiletries commodity for its new
customer's in lesser time base.
Beauty Giant is not having its own product line
, but they are selling other brand cosmetics
items using their business & logistics services.
Opportunities Threats
Beauty Giant has bigger opportunity to comes
own product line to accomplishes the strategic
position into market. Also, they have option to
achieves position of the market leader and use
to targets almost 30's around customers to
Increased rivalries such as Sephora, MAC and
so on have lead to stiff competition to the
Beauty Giant to achieve long term market
position for its sustainability. Plus, lack of
pricing policies would be threat for beauty

brings boost to business operation. giant to alive business operation.
STP: It stands for segmentation, targeting and positioning, which reveals which customer
is needed to be targetted and how they will be targetted. Clear analysis of this model is as
follows:-
Segmentation Customers will be segmented on the basis of demographical aspect named
gender and age.
Targeting Both males and females of over 30's year of age belonging to UK would be
targetted.
Positioning Positioning will be done by making use of social media, TV promotion, inserts
in newspapers etc. Through these, a large base of persons would be appealed at
a single point of time.
Marketing Mix: The focal intention of the marketing management of Beauty Giant is to
build a high quality product, set effective pricing, select a strategic location, stipulate strong
promotional channels, which cumulatively suit business policies. In this regard, the marketing
mix for new product is given below:-
Marketing Mix Description
Product Company is launching Beauty Giant Beautiful Forever Creme to appeal to
customers over the age of 30 years as they are more prone to make use of anti
ageing crème.
Promotion The promotion of the new product will be done by way of social media and
digital marketing.
Price The price of the product would be high as the product is made up of organic
materials without adding any harmful additives to it.
Place The operations of this entity is mainly confined to United Kingdom. Thus,
this product will also be made available to people of UK only with the help of
its 50 outlets.

Process The management of Beauty Giant would promise the customers at the time of
marketing that the product is made up of organic materials and thus the
production procedure is designed in a manner that it can assist the entity in
delivering its promise.
People The team engaged in making of this crème would be prior trained so that they
do not include any harmful substance during the production of Beautiful
Forever Creme.
Physical
Evidence
The physical evidence in this regard will be the entailment of customer
satisfaction after the usage of Beautiful Forever Creme by consumers.
Budget: It sets the cost which is required for clearly ascertaining and accomplishing the
business goals or targets in stipulated time duration. For the launch of Beauty Giant Beautiful
Forever Creme, budget is as under:-
MARKETING BUDGET (£)
PARTICULARS I Year II Year III Year IV Year V Year
Initial money 4000 7400 12200 14360 20870
Investment 8300 11500 23930 31530 12550
TOTAL 12300 18900 36130 45890 33420
MARKETING OUTLAY
Promotion 4646 2559 4693 1975 2111
Sales publicity 1365 800 2452 1492 1050
Direct selling 3135 1800 4751 2000 4334
TOTAL 9146 4159 11896 5467 7495
Monitoring and Control: Successful goal setting for the marketing plan requires
placement of KPIs as well as benchmarks upon the plan. In this regard, to effectively monitor
and control the results of marketing plan designed for the launch of new product by Beauty

Giant, deadlines and metrics would be allotted to each of the marketing objectives. In this regard,
KPIs as well as marketing metrics would allow Beauty Giant to evaluate the progress of
marketing plan along the way and assess the results at the end.
CONCLUSION
From the above report, it is concluded that marketing is a key concept which is necessary
to build policies and regulations for creating awareness about organisational offerings among
people. Further, it has been analysed that marketing mix consists of some essential elements with
an intention to develop strategies and action plan for attainment of business success in long run.
The development of marketing plan is relevant for the corporation in case of launching a new
product as it helps the entity in ascertaining the target audience and the manner in which
products can be positioned among them.

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