Marketing Essentials Report: Beauty Giant Case Study

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Marketing essentials

TABLE OF CONTENTS
Introduction......................................................................................................................................1
Part 1 (P1 & P2)...............................................................................................................................2
Introduction......................................................................................................................................2
Discussion........................................................................................................................................2
Conclusion.......................................................................................................................................7
Part 2 (LO2 & LO3)........................................................................................................................8
P3 Compare the ways in which different organizations apply the marketing mix to the
marketing planning process to achieve business objectives........................................................8
P4 Produce and evaluate a basic marketing plan for an organization.......................................12
Conclusion.....................................................................................................................................15
References......................................................................................................................................16

LIST OF FIGURES
Figure 1: Marketing Concept...........................................................................................................3
Figure 2: Marketing role..................................................................................................................5
Figure 3: Marketing mix elements...................................................................................................8
Figure 4: Marketing plan...............................................................................................................12

LIST OF TABLES
Table 1: Comparison between Avon cosmetics and beauty giants..................................................8

Introduction
The marketing is a social process through which organization and individuals achieve what they
want and need by exchanging and creating the vale with the others. The marketing is a process of
management for satisfying, anticipating and determining the requirements and needs of the
consumer. Currently, the report is all about marketing and its functions roles in the modern
business organization. For this report, Beauty Giant is considered as one of the suitable
examples. The marketing roles also are interrelated with other business organizations functions
will be elaborated in a report. The plan of marketing is concerned with the document which
contains all required information about marketing mix elements application along with its
strategies that are used mainly in achieving the objectives of a business. In the context of Beauty
Giant, this marketing plan is suitable for selling the products to the target consumer. The
objectives of beauty giant currently are to launch the new anti-ageing products namely Fir eve
Young in a market and its main mission to gain maximum consumer satisfaction and become the
top market leader.
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Part 1 (P1 & P2)
Introduction
The marketing is concerned mainly as a management study for an exchange of a relationship.
This is also defined of following a suitable process of business which helps to create the strong
relationship with the consumer as well as also this is concerned one of the essential functions in
terms of enhancing the business revenues and sales.
Discussion
The marketing and its concepts
The marketing is concerned mainly as promoting activity for effective promotion of current
services and goods of the organization. This will enable an organization in terms of maintaining
the strong link with the consumer in terms of offering effective products which satisfy their
needs and preferences. The marketing concepts is a suitable philosophy which an organization
applies in terms of analyzing the needs and desires of a consumer which is based on their
decisions that are taken appropriately in the context of meeting with consumer needs (Cacciolatti
and Lee, 2016). In this decision, it includes the offering of effective services and goods which
increase their sales of business as well as also helps in gaining competitive benefits. For
examples, the Beauty Giant organization is selling its products directly to the consideration in
which they apply the effective marketing of selling the personal care goods, household and
beauty products to its target consumer.
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Figure 1: Marketing Concept
(Source: oxidian.ch, 2019)
The marketing concept is elaborated further that are as follows:
Societal concept: It is a concept which enhances maximum consumer satisfaction. Therefore,
Beauty giant organization is offering the goods which provide full support to the solutions of,
which adds mainly to meet with the needs and desires of the consumer.
Marketing concept: It is a concept which includes in terms of meeting consumer desires as well
as achieving the set organizational objectives. The organization Beauty giant set its objectives to
enhance their visibility in a market, and it is done by the help of direct selling and social media,
which increases the business sales and profits.
Selling concept: The business will mainly focus on promoting high-quality products as well as
this also results in enhancing the sales by using the appropriate channel of distribution. The
Beauty Giant is having an effective relationship with their suppliers because this organization not
sells the goods on its own.
Product concept: The organization is also offering goods which have innovative features and
effective quality. For examples, the organization such as Beauty Giant can gain competitive
benefits through adding various range and good quality in beauty line products as well as also
offering the innovative products to attract the high consumer (Rundh, 2016).
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Production concept: It includes offering goods which are accessible easily by the consumer and
also affordable. However, Beauty Giant is using such concept through having its numerous
branches in the UK and offering its products at affordable prices.
Marketing department role
The marketing department main role is to enhance the market share, business revenues, sales and
their contribution in achieving the overall business profitability and growth. The business also
has a good marketing team like the manager of marketing will play a vital role, and the different
officers are performing the marketing function effectively. The marketing suitable
responsibilities and role include:
Meeting consumer demand: When marketing research is on the process, the department in this
can assess consumer needs properly. Beauty Giant is able, and along with its decisions, it is
necessary to be taken in terms of gaining competitive benefits, and this will also help in meeting
with maximum consumer satisfaction. It will also enable the marketing department in order to
take suitable decisions to bring various changes regarding the distribution channels, features,
prices etc.
Promotion and communication: Based on product nature and available budget for this
marketing department is mainly responsible in terms of organizing the advertising campaign,
creating the promotional content, posting the pre-launching photos and videos on the social
media, updating its social websites, and developing the email program of marketing etc which is
used mainly to communicate properly about new goods to target consumer.
Product development: The beauty giant currently not have own products and sales and these
current business objectives is based mainly on having its reputation. The marketing department
for this plays a vital role in terms of conducting proper marketing research as well as also brings
the various changes in a product (Harmeling et al., 2017). This department will assign an
appropriate team in terms of analyzing the consumer specific needs and marketing conditions.
The decision that is taken by the marketing department is for mainly in designing the goods,
preparing the plans and setting the prices to launch the products effectively.
Setting the appropriate marketing strategy: By considering an example of the beauty giant, the
marketing department is mainly responsible in term of having an effective strategy aligns overall
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objectives and strategy of a business. Beauty Giant is now planning to launch a new anti-aging
product which enables its business of attending the maximum consumer attractions as well as
also helps in enhancing the business sales in a market. And for such department, there is a need
to organize the events and campaigns in terms of launching and promoting the products.
Figure 2: Marketing role
(Source: code95.com, 2019)
Marketing department interrelation with the other department
A function of marketing does not exist in isolation, as this needs full support from the other
organization department in terms of achieving the common organizational goals. The marketing
department interrelationship with the different department is described below:
Marketing and customer relationship: The services of the consumer are revolving around data
strategy, which is collected mainly by the team of marketing. By launching products in a market,
the department of consumer services promotes goods which help in checking business success
early sign (Pimenta et al., 2016). The marketing also gathers the required details of the
consumer, which helps the department of consumer services accordingly in terms of treating the
consumer appropriately and suitable inform them features of new products timely.
Marketing with sales and production: The activity of marketing is concerned with development
and research in terms of meeting consumer desires. A market is mainly analyzed by the team of
marketing that helps the production department that ensures that products features, designs and
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quality are accepted properly by a consumer. For instance, in an organization of beauty giant, a
product supply is based on assign the consumer demand. By having production department
support, the marketing activities set the deadlines in terms of achieving the target of sales.
Marketing and finances: To carry the marketing activities, this needed the finance department in
allocating a budget for promoting the business activities, distributions and research. Therefore,
the department of marketing will focus on enhancing the profits, building the shares of market
etc. that are generated with fiancé department help in terms of focusing on the cash flow, making
the payback investment and covering them cost-efficiently.
Human resource and marketing: The human resource department functions in the Beauty giant
organization is based mainly to the consumer the selections and requirement, workforce’s
development and training process effectively. It is a department which helps the marketing
department in order to recruit qualified staff so that they can properly conduct the marketing
activities. The efficient and skills employees are effective in achieving the objectives of the
business to enhance the profits and sales as well as also meet with business targets on time
(Golgeci and Gligor, 2017).
Marketing role in another environmental context
The functions of marketing are also related to another environmental context. The beauty giant
organization will market the products for overall business sakes, which means in achieving the
profits. The marketing functions for this is based on creating the awareness, engagement of the
consumer, having the competitor analyze clearly as well as also hosting the promotions
appropriately. Additionally, the marketing will properly help an organization in terms of
achieving the organizational set vision and mission.
The marketing role on another hand is responsible mainly towards a consumer. The beauty giant
organization is planning of launching the innovative anti-ageing products to sake maximum
consumer attention and satisfaction (Wagner and Eggert, 2016). The department of marketing
will play a vital role to bring effective development in a product in terms of building a strong
link with the consumer.
Analyze of the market by the team of marketing is done mainly for proper competitor analysis
purpose. It is a department which is now able to know all about competitor strategy and its
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strength. Based on their decisions, alternative products have also been taken with a supplier
mainly for the purpose of having stock availability whenever this is demanded by the consumer.
Conclusion
Based on the above study, it has been concluded that marketing has played a vital role to achieve
the objectives and aims of the business. This has been concluded that manager of marketing will
play a vital role in the marketing of business functions which enables in achieving competitive
benefits properly.
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Part 2 (LO2 & LO3)
P3 Compare the ways in which different organizations apply the marketing mix to the marketing
planning process to achieve business objectives.
The marketing plan will include the effective marketing mix element application, which helps
mainly in achieving the effective prices of planning in terms of gaining sustainability and growth
in a market. The beauty giant and Avon cosmetic marketing mix are compared in these sections.
This comparison will help the beauty giant in terms of taking suitable decisions related to the
effective planning of marketing activities (McDonald and Wilson, 2016).
Figure 3: Marketing mix elements
(Source: Annmarie Hanlon, 2018)
Table 1: Comparison between Avon cosmetics and beauty giants
Marketing
mix
elements
Avon Cosmetics Beauty Giant
Product It is a reputed organization which
beliefs in selling the beauty products
directly to a consumer. This
organization product variety ranges
includes personal care, skincare and
It is a business which not sells products
of its own, and this requires
maintaining a strong link with their
suppliers of gaining in maintaining
survival. This deals mainly in offering
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