Marketing Essentials Report: Beauty Giant, Marketing Mix Analysis

This report provides a comprehensive analysis of marketing essentials, using Beauty Giant as a case study. The report begins with an introduction to marketing, outlining its roles and responsibilities within an organization, and the interrelation of marketing with other departments. The first task focuses on the roles and responsibilities of the marketing function, followed by an examination of the interrelation of marketing with other functions. The second task compares the 7Ps of the marketing mix for Beauty Giant and a competitor, Yardley. The report then progresses to the development of a basic marketing plan for Beauty Giant, covering product, price, place, promotion, people, process, and physical evidence. The report concludes with an analysis of the findings and provides recommendations for Beauty Giant to enhance its marketing strategies.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1: Roles and responsibilities of marketing function.................................................................1
P2: Interrelation of marketing function with other functions......................................................3
TASK 2............................................................................................................................................4
P3: Comparison of 7P's of marketing mix in organisational context..........................................4
TASK 3............................................................................................................................................6
P4: Basic marketing plan for Beauty Giant.................................................................................7
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10
.......................................................................................................................................................10

INTRODUCTION
Marketing is a valuable activity which is essentially required to be done by the
organisation in order to achieve strong brand image as well as promoting its offerings with an
objective of influencing their purchasing behaviour in favourable way. The marketing
department is play a significant role in executing its several functions such as understanding
market trends, maintaining healthy customer relationship, improved quality of products to
maximise satisfaction level of targeted people etc. The present assignment is based on the case
study of Beauty Giant which is engaged in providing cosmetic and toiletries products. The
project report is divided into two parts. First part is written in essay format which includes roles
of marketing in modern organisation. On the other hand, second part is report which includes the
key roles and responsibilities o marketing functions within Beauty Giant company along with its
interdependency with other departments. It also discusses the comparison of marketing mix of
two companies and suitable marketing plan of Beauty Giant to achieve its desired target within
limited time period.
TASK 1
P1: Roles and responsibilities of marketing function
Marketing refers to the process of building brand image of company through reaching
company's products and services to different market segment with an objective of attracting and
influencing them in favourable of company's offerings. It executes various functions such as
marketing research, advertising of products and services, assisting other departments to make
changes in their existing policies according to the needs and requirements of targeted people etc.
There are different kinds of marketing concept which includes production concept, product
concept, selling concept and marketing concept (Campbell and Martin, 2015).
In production concept, the main emphasis of company to minimise the cost of production
so that the company can able to charge an affordable prices for their products as well as earn
huge profits. It can be possible by utilising available resources in an optimum manner with
minimum wastages.
In the product concept, main focus of firm is to enhance the quality of product which
will bring beneficial outcome to users and maximise their satisfaction level. Introducing product
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according to needs and demands of targeted people with best quality can increases the chances of
getting success within shorter period of time.
In the selling concept, the firms put more emphasis on investing high amount of money in
promotional activities such as advertisements on TV, Hiring celebrities, newspapers etc. so that it
can support company in achieving huge sales and revenue.
In the marketing concept, the firm make efforts in conducting research in order to
identify actual needs and requirements of targeted customers in addition with the rival's
competitive strategies which makes easy for marketing manager to make changes in their
existing strategies if required to bring company ahead in the competition.
In the societal marketing concept, the marketing department put more emphasis on
increasing the interest among society through protecting environment by offering eco-friendly
products in the market. Engaging in CSR Activities also assist company to achieve strong brand
image and reputation in customers' mind (Dibb and Simkin, 2013).
In addition with above marketing concept, the marketing departments executes various
marketing functions in modern organisation which includes:
Identifying the targeted market with an aim of fulfilling their needs and requirements by
offering quality products and service is one of the primary function of marketing unit. It can be
possible through conducting market research and survey through which an organisation can
easily understand the desired and preferences of targeted people. It provides an opportunity to
modern organisation to maximise the satisfaction level of customers and achieve their loyalty
with company for longer period of time.
Another function of marketing is to monitor and manage marketing activities using
digital technology such as social media which assist organisation to increase their reach to attract
maximum number of people from various markets within shorter period of time. As nowadays
large number of people are active on social media which makes easy for company to
communicate and inform them about their offerings in favourable way.
Another function of marketing is to track trends and monitor competition in order to
bring company ahead than their many rivals in market. There are number of organisations are
exist in market which gives tough competitions with each others by providing wide range of
products therefore tracking market trends and monitor competition by market team assist
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organisation to make changes in their existing policies and strategies to bring market trends in
favour.
Preparing marketing budget to execute marketing activities mentioned under the
marketing plan is another marketing functions of modern organisation. For this, aims and
objectives of organisations are clearly identified among the team division so that they can allot
roles and responsibilities to marketing members and assist company to achieve its desired goals
within predetermined time period with the help of other departments (Desai, 2013).
P2: Interrelation of marketing function with other functions
In modern organisations, there are various department which supports maximum efforts
and contributions towards achievement of growth and success. It includes HR department,
Finance, production etc. These all divisions work with the taking support of each other.
Therefore, marketing division can perform its functions in more desired way only if they
received abundant support from other departments. It is further understood as under:
Marketing and production division are interrelated with each other in terms of delivering
products and services to the targeted customers in more effective way. Marketing team is liable
to communicate with production team about the market needs and requirements on the basis of
which the production team directs to produce demanded products with requires features.
Furthermore, production divisions also depends on marketing to inform targeted people about the
new changes made in products with an objective of influencing their buying behaviour towards
company's offerings.
Another interrelation is in between marketing and finance as both departments can
execute its operations with the taking support of each other. Marketing requires budget to
promote company's products and services which can be possible through having financial
support from finance division. On the other hand, marketing unit also assist finance division to
maintain adequate level of funds through attracting investors by ensuring them about maximum
return on their investments (Fill, 2011).
The third interrelation is in between marketing and HR department as an organisation can
attained skilled and knowledgeable staff only if these two divisions performs together. HR
manager recruit candidates on the basis of requirements at workplace. For this, it requires
support from marketing unit to attract eligible candidates for the vacant job position by printing
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advertisement on social media, Newspapers etc. about job vacancy along with person
specification and job details.
Therefore, all departments engaged in supporting organisations to achieve its desired goals and
objectives within pre-determines time period, it is important to give mutual support and
coordination so that no hindrances can be restrict company to achieve competitive advantage in
market.
TASK 2
P3: Comparison of 7P's of marketing mix in organisational context
Beauty Giant is a UK-based company which is engaged in selling toiletries products for
both men and women with the help of 50 branches allocated all over the UK. The company
always encouraged to produce products on their own without selling other products. For this, the
management of Beauty Giant required to develop its marketing mix with the help of making
comparison with the marketing mix of other companies engages in same sector. Marketing mix
is a concept which determines the several elements of company including product, price, place,
promotion, people, process and physical evidence. It is associated with the implementation of
various strategies before introducing of new product in the market to meet the customers' needs
and requirements. Here are the comparison between marketing mix of Beauty Giant and its rival
Yardley:
Marketing mix of Beauty Giant:
Product: It is small-sized company which is engaged in selling wide range of cosmetic
products such as Brushes, facial mask, curl lash, make-up etc. Now the decide to produce
product on their own without selling others brand products. For this, the manager decide to
introduce new produce “Forever Young” to target 30+ age group people. It helps them in
achieving huge loyal customer base which can be retained with company for longer period of
time (Jones and Rowley, 2011).
Price: It is crucial factors which largely influences the interest and buying behaviour of
targeted people as nowadays the people are more price sensitive due to which they prefer to buy
particular products at reasonable price. To introduce new product on their own, Beauty Giant
should adopt Penetration pricing strategy which allows its targeted customers i.e. 30+ age group
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to buy their products at an affordable price. By using such pricing strategy, the company
lowering their price of new product and accordingly increase over a period of time.
Place: Beauty Giant has operated its business in UK with having 50 stores located at
different locations of UK. In United Kingdom, the economy growth goes up on continuous basis
due to which the people can afford more to buy grooming products. This will bring profitable
outcome for company in term of achieving sales of new product.
Promotion: It is an essential technique through which new product can easily promote in
the market. Such techniques includes social media platform, TV advertisements, Newspapers etc.
As Beauty Giant is operated its business at small scale due to which social media marketing
become more useful for them to promote its new product with less time, money and efforts. This
will provide an opportunity to promote its new products along with their benefits and influence
their buying behaviour which makes positive impact on the demand in market (Joshi, 2012),
Process: It includes the procedure of delivering the final products to the customers.
Beauty Giant has numerous stores in UK which makes easy for its targeted customers to buy
their products nearly to them. For launching and delivering new products, Beauty Giant should
maintain good supply chain network which includes transportations of products and services.
People: It includes the employees which supports an organisation in achieving their
growth and success within limited time period. To launch and communicate targeted customers
about its new beauty product, it is important for the management of Beauty Giant to recruit
skilled employees having good market knowledge so that new products can be easily enter into
market without facing lots of troubles. In addition with this, providing training programs to staff
is another method which can help in promoting new product into market.
Physical evidence: Beauty Giant has attained 50 stores in UK itself which clearly shows
the strong market present of company in UK. To achieve sustainability of its new product, the
company must use suitable lighting and ambience in the stores in order to create positive impact
on targeted customer's mind which results in increasing profitability of company.
Marketing mix of Yardley:
7P's of Yardley
Products: Yardley is a big and well known old organisation in cosmetics who is
providing a wide range of products such as toiletry products, body wash, fragrances, cosmetics,
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soaps, Oral care, talcum powder etc. for meeting the needs of customers in order to gain
productivity and profit (Marketing Mix, 2018).
Price: Cost-plus pricing is used by Yardley for their wide range of products. It means that
company is deciding price based on the cost of total production and margin on those products.
Company is using this strategy because of the excellent quality of raw materials which are used
in producing quality based products. Target audience of Yardley is upper and middle class
people especially women hence, the prices are set keeping in mind of these targeted audiences.
The price of products is comparatively high than competitors due to the excellent quality of
produced goods (Kennedy and Parsons, 2014).
Process: Updated tools and equipments are used by the company in processing and
production process with adequate packaging and supply activities. Yardley had spent good
amount of money in R&D operations for achieving high growth and sustainability in the market
through automated process for providing better quality of products.
Promotion: Yardley is spending nice amount of money on advertisement and promotions
for enhancing their customer base. Yardley is keeping strong relations with their customers bu
using different policies and marketing techniques. Yardley is using digital media such as social
media, TV, posters for promoting their goods through celebrities.
People: The employees of Yardley are very talented and skilled in doing their activities
and can easily influence the behaviour of customers to purchase the product. The behaviour of
workers is very nice and caring in serving the customers with their quality products. Company
also provides training and other programmes to the employees for increasing their skills.
Place: Yardley is a MNC with operations in various countries such as Asia, Middle East,
Australia, Europe, USA, and some parts of Africa. Their marketing and distributing strategies
are attracting more customers. Any distributor can contact Yardley for taking their franchisee.
Company sold products through their stores, retail outlets and online stores (Khan and Adil,
2013).
Physical evidence: The appearance of the Yardley stores and other retail outlets of theirs
are very attractive which helps in attracting potential customers. Company leaves a positive
image in the mind of customers due to the lighting, ambiance, and clean environment.
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TASK 3
P4: Basic marketing plan for Beauty Giant
It is necessarily required for every organization to formulate an effective marketing plan
which consists of company's mission, vision, objectives, Strength and weaknesses etc. It is more
helpful in providing suitable guidance and direction to the employees to execute business
activities in desired way which ensures company to achieve its desired targeted within per-
determined time period. It is like a blueprint which describes the sequence of marketing and
promotion activities that must be followed by the management of company. To achieve their
product more success within shorter period of time, Beauty Giant is required to prepare
marketing plan which are structured as under:
Company Background: Beauty Giant is UK-based company which is operated its scale
of operation at small and medium level. It is engaged in offering cosmetic products which
consists of brushes, facial mask, curl lash, make-up kits etc. It has attained 50 stores in the UK
itself which strong their presence in UK Market. Now the company has decided to engage in
manufacturing sector by producing new product names as “Forever Young” to target 30+ age
group customers (Ogunmokun and Tang, 2012).
Vision: “To maintain healthy relationship with the end users in order to achieve a new
standard in the cosmetics industry through offering quality products and services.
Mission: “To provide excellent quality products at an affordable prices so as to attract
middle and lower income group people”.
SWOT Analysis of Beauty Giant
Strengths Weakness
 Standard quality of products from the
top manufacturers will attract more
customers.
 Effective distribution and supply chain
is also a strength for the company due
to effective delivery of products to their
stores.
 Tough competition from garnier in hair
care segment.
 Beauty Giant is a small company so it
can faces tough competition from rivals
due to less invest in R&D activities.
Threats Opportunities
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 Fluctuations in foreign exchange rate of
United Kingdom
 Fluctuations in the cosmetics industry
due to high rivalry competition.
 Expansion in developing nations opens
huge possibilities for the company.
 Increased in demand of organic
cosmetics products will be a
opportunity for the company
STP of Beauty Giant
STP of Beauty Giant
Segmentation: Beauty Giant divides the clients based on demographics. But in addition with
this an organization can likewise utilize geographic and pshychographic division.
Targeting: Beauty Giant is targeting ladies and men of age more than 30 for their new
anti-ageing product.
Positioning: Company is utilizing a few procedures for drawing in the focused on
targeted segment. The organization has built up a positive brand picture in the UK market and
according to their end clients by offering great quality items from best manufacturers.
Marketing strategies:
Beauty Giant should make and actualize proficient advertising approaches and techniques
for achieving the coveted objectives of the organization on the predetermined time. Relationship
marketing will be the most reasonable marketing strategy to embrace for expanding the client
dependability and client association for a long term commitment among clients and company.
Marketing Budget:
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 7000 10000 12000 10000 10000
Investment 3000 18000 25000 35000 18000
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Total 10000 28000 37000 45000 28000
Marketing outlay
Promotion 12000 4000 9000 10000 4000
sales publicity 4000 4000 4000 4000 4000
Direct selling 4000 15000 5000 4000 4000
Total 20000 23000 18000 18000 16000
Monitoring and control:
This perspective feature distinctive measures apply by marketing manager with the end
goal to look at the outcomes after execution of advertising techniques. One of the fundamental
advantage of controlling is that it help administrator in distinguish and expel the gap among
standard and genuine execution and enhance adequacy of business activities.
CONCLUSION
It has been concluded from the above project report that there are crucial marketing
functions which must be followed by the marketing departments in order to increase the
capabilities and brand image of company into market. For this, marketing division must required
to coordinate with other department in order to execute its important functions in more effective
and efficient way. It is also required for an organization to prepare an effective marketing plan in
order to guide employees to perform its roles and responsibilities in such an effective manner
that will help an organization in achieving desired goals and objectives.
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REFERENCES
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in UAE. IUP Journal of Management Research. 12(1). p.22.
Fill, C., 2011.Essentials of marketing communications. Pearson Higher Ed.
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exploration. International Small Business Journal. 29(1). pp.25-36.
Joshi, M., 2012.Essentials of marketing. Bookboon.
Kennedy, A. M. and Parsons, A., 2014. Social engineering and social marketing: why is one
“good” and the other “bad”?. Journal of Social Marketing, 4(3). pp.198-209.
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and advances.Serbian Journal of Management.8(1). pp.95-112.
Ogunmokun, G.O. and Tang, E.C.H., 2012. The effect of strategic marketing planning behaviour
on the performance of small-to medium-sized firms.International Journal of
Management.29(1). p.159.
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challenges.International Journal of Contemporary Hospitality Management.23(4).
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Malhotra, N.K., 2015. Essentials of marketing research: A hands-on orientation. Essex: Pearson.
McDaniel, C., Lamb, C.W. and Hair, J.F., 2012.Marketing essentials. South-Western.Pike, S.,
2015. Destination marketing: essentials. Routledge.
Perreault, W.D., 2010. Essentials of marketing: A marketing strategy planning approach.
Online
Marketing Mix. 2018. [Online]. Available through:
<http://www.marketingteacher.com/marketing-mix/>.
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