Marketing Essentials Report: Marketing Mix and Plan Analysis

This report delves into the core aspects of marketing, commencing with an explanation of the roles and responsibilities of the marketing function and its impact on an organization. It then explores the interrelation of marketing with other organizational functions, highlighting its significance. The r...Read More

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Explaining the roles and responsibilities of marketing function and its affects on
organisation. .............................................................................................................................1
P2 Explaining the relation of marketing with the other functions of organisation and its
significance.................................................................................................................................3
TASK 2............................................................................................................................................5
P3 Compare the marketing mix of two different organisation to achieve business objective....5
TASK 3............................................................................................................................................7
P4 Preparation of a marketing plan of Beauty Giant..................................................................7
CONCLUSION................................................................................................................................9
REFFERENCES..............................................................................................................................1

INTRODUCTION
Marketing refers to the performing promotional activities to attract the customers by any
organisation. Marketing is essential for the growth and development of any organisation as
through the use of marketing company is able attract new customers and retain more customers.
Marketing is a process in which organisation identify the needs of the consumer and performing
activities to fulfil that need to satisfy their potential Customers. This report will cover the roles
and responsibilities of marketing and the inter-relation of marketing function with other
functions of organisation. This report will also cover the marketing mix comparison and
formation of financial plan of Beauty Giant which sells cosmetics product and has 50 branches
all over U.K and they sell men and women toiletries and the company has good position in the
market and the company is planning to launch a anti-ageing product and the company has
targeted 30 market to sell their new product.
TASK 1
P1 Explaining the roles and responsibilities of marketing function and its affects on organisation.
Marketing is the process that is interpreted to promote goods and services of the
company. It includes selling, advertisement, and delivering goods to the customers. Basically,
marketing is the way by which product and services move from idea to the customer. The
coordination between four elements are presented in marketing that are product, price,
place ,promotion. Such as Apple products are developed by improved technology, and set
different price for different targeted customer, and are sold where the other products of apple are
available. It also includes all the activities and action that are used by the organisation to
maintain customer relationship. There are several roles and responsibilities performed by the
marketing function (Wilson, 2016).
The marketing has to formulate strategies related to marketing of goods and services
that is provided to the customer. Marketing first identify the needs and demand of the customer
towards their products and deliver that product by value adding into it. Marketing strategies is
formulating to increase the demand of their product as well as to provide satisfaction to the
customer by providing them good quality products according to their taste and preference.
Marketing manager use marketing information system to analysis the market as well as
product also for effective planing, implementation and controlling because by use of MIS
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company collect necessary information and make it useful for the company by using proper
processing software. MIS provide all necessary and useful information that is needed by the the
organisation for effective planning.
Marketing also helps organisation to monitor marketing environment . Company find
out many opportunities and treats present in the environment through monitoring marketing
environment. Company need to grab all the opportunities that are present in the environment
because that increase profitability of the company. And also need to prevent company from the
threats which are dangerous for the company.
Marketing research is very important role of marketing. It includes specific knowledge
or information related to the particular product or any other. Research is conducted by any
professionals. All the information that is occurred from research is very useful data to take any
decision of a company or it is useful for any other specific purpose for which research is
conducted.
In the current globalisation or competitive market it is necessary to maintain accurate
market segmentation which is possible through the help of marketing. The Marketing manager
determine the customer from the large diverse market and also promotes the product and
services. The company divide its global customers into a group or segments by the help of this
company is able to focus effectively on the particular customers needs and demand towards
particular product such as Apple which targate high class people and provide good quality
product at premium rates (Charter, 2017).
Marketing create customer value and increases loyalty among customers which also
provides satisfaction to the customers. Company need to focuses on the management of quality
and maintain customer relationship by connected with them digitally and provide all information
regarding stock availability, discount, offers etc. so that they are updated with every thing. It is
also provide product and services according to the taste and preference of the customer to
increase their satisfaction level and increase loyalty.
There are huge competition are available in the current market because of availability of
large number of competitor and day to day changing taste and preference of the employees.
Marketing identify or analysis all the market globally and find out the needs and demand of the
customers also identify the strategies of the competitor as well as its strength and weakness. So it
is very effective tool to deal with the competition by implementing planned strategies.
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Marketing is focuses on the brand equity of the company. The customers are now
depends over the brand which provide value added product and services. Thus, marketing helps
to build reputation of the organisation among the people. So, this helps to increase the
profitability of the organisation by increasing sales of the products.
Analysing Market environment as environment is dynamic that changes regularly so
marketing manager need to study all environment and analyse it properly to take corrective
action. Every customer have different taste and preference and company needs to fulfil all their
neds by proper monitoring of marketing environment. In market environment includes many
political, economical, social , demographical, legal and political forces.
P2 Explaining the relation of marketing with the other functions of organisation and its
significance.
The success of marketing team leads the success and effectiveness of the company. All
departments of the company have their own functions such as human resource hire best
personnel for the particular job, finance department manage the monetary transaction of the
company etc. all these department functions are interrelated with the marketing in many ways.
Therefore, the marketing department have strong relation with the other departments of the
organisation such as human resource department, finance department, production department,
research and development department etc.
Human resource management inter-relates with Marketing and the human resource
focuses on the training, recruitment and selection, and other development of the manpower.
Additionally, it also responsible for the motivation, employee satisfaction, health and safety and
all other legal features of the employees. So human resource department helps marketing
department to recruit skilled marketing personnel by organise interview, prepare application,
also provide induction program for new man power. It also provide training and development
programs to enhance the capabilities of the marketing personnel. Human resource department
also focuses on the human values and their mission and treat every human being in the
organisation as a valuable asset of the company (Mazzarol, 2015). For marketing department to
become powerful team the relations between human resource and marketing department must be
strong.
Marketing inter-relate with finance which becomes base of every business. Finance
department is concern with all the financial transaction of the company. From the marketeers
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point of view the finance department is a backbone of a organisation. It is also useful for the
marketing department to provide helpful information such as price at which customer wants to
purchase a particular commodity. In addition it also provide funds to marketing department that
helps in to produce packaging design of products and logos. It also design budget for the
marketing department that includes all the expenses occurred in future period of time in
advertisement, training and development sessions, recruitment and selection etc. So both finance
department and marketing department are interrelated with each other.
Production inter-relates with marketing and production is related with manufacturing
of product and service.. Marketer need to sell all the products that are currently manufactured or
are available in stock. The marketing department of the company collect information about the
customers taste and preference and their demand. This information is important only when if it is
delivered to the production department of the company in order to manufacture according to the
need and demand of the customers. Through the online feedback and survey marketing
department also find out the reviews of customer regarding product such as what they don't like
about product, what company needs to improve in particular product etc. which helps production
department to know that where are they lacking. Also marketing department is decides about the
product like where they need to sell particular product and to whom.
IT department inter-relate with marketing and IT includes elements like information
system, software , etc. IT department provide meaning information to the marketing department
related to the customers, market environment , competition etc. that information is provided after
processed in to meaningful and useful information. IT department also develop website which is
set onto the net. Website is very important tool that is provide information about the product
such as their features and customer can also purchase that product. It is very helpful to build
customer relationship and also provide information to the customers about stock availability and
price of the particular product (Kose and Sert, 2017).
Research and development inter-relate with Marketing and R&D helps to develop
new creative commodity and create new idea and innovation such as mobile phones are come up
with new technology and innovation and it is very necessary to focuses on research and
development for their survival. Research and development is driven by the concept of marketing
because the customer need to put in to the centre of any research and development in order to
provide products to the customer that give satisfaction.
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Significance of the inter-relation-
All departments are interrelated with the marketing department and also provide support
to each other. Like HR recruits personnel for marketing department, finance department provide
fund for advertisement and promotion, marketing department provide information about the
product needs and demand to the production department.
TASK 2
P3 Compare the marketing mix of two different organisation to achieve business objective.
Marketing mix is a method to identify the position of company in market by various
factors of marketing. This is a tool used by any organisation which helps in determining the
products offered by the brands. The comparison of marketing mix helps companies to identify
the key areas where they are lacking behind from their competitors. The marketing manger is
required to compare the marketing mix of Beauty Giant with its competitor that is L'Oreal and
the comparison is explained below-
Basis Beauty Giant L'Oreal
Product This company sells beauty
products which include wet
brushes, eyeshadow palette,
eye lashes etc. and the quality
of the product has formed
according to the needs of the
target customers and the
products of the company is
providing greater satisfaction
to their customers.
This company offers a wide
range of product to satisfy the
need of every customer and its
products has passed the testing
and it is approved in relation
with international standards.
This company sells product
such as cosmetics, skin care ,
hair colour, make-up, sun
protection, hair care and
perfumes etc.
Place This company sells their
product through their own
online website where various
range of products are
available. They sell their
The company has its various
research centres located in
different places such as Japan,
France US and the products
are available in one hundred
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product by retail stores as well. and thirty countries of the
world. The products are sold in
various outlets and this brand
has their own website as
shopping sites where consumer
can buy the product.
Price This company produces sels
which has high quality and
their prices are only afforded
by the premium customers.
They mainly offer a pack of
their all products which is not
afforded by easily so they
target few sections of society.
The product of this company
are of high quality so the price
is fixed for premium prices
and company maintain their
premium price policy so the
value can be added to the
premium priced product and
the company has also product
for middle class section as the
price is reasonable of those
products.
Promotion This company is promoting
their product at very low range
though it has a good position
but the company do not spend
more on marketing activities.
This company is advertising
their brand at very broad range
and thy have formed slogans to
attract the attention of the
customers
People This company hire people after
conducting proper process of
interview to maintain the
quality of workforce.
The company has contract with
various employment agencies
for recruitment and selection
of human for working
specified jobs.
Process This company uses various
approaches such as providing
discount in the marketplace to
The company uses human skin
3D printing to test their
products in relation with
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sell the beauty products of
high quality which attract the
customers in the emerging
market.
toxicity and efficacy and they
claimed that they are the first
who has worked with
Organovo and it has allowed
their users to test different
make up digitally by acquiring
Modi face.
Physical resources The company has their own
salons where services are
provided with the use of their
own beauty product.
The company has its
headquarter in Paris and and
the building is made up of
glazed facade of window.
Different tactics applied by the organisation.
The Beauty giant is selling beauty products of high quality to their targeted customers
and use premium pricing policy for their premium customers but the company is planning to
expand their range of product and has started research so that they will be able to produce their
own products with the name of Beauty giants. They are using marketing strategies which is
identification of current needs and satisfying the need of targeted customers (Berezan and et. al.
2017).
TASK 3
P4 Preparation of a marketing plan of Beauty Giant.
Marketing plan is a document in a written form which contains the policies, strategies
and budget estimation regarding the activities of promoting the product to attract the attention of
customers. Beauty giant which sells beauty products is planning to produce their own products
that is a anti-ageing cream named as “Forever Young” and for this a marketing plan is require so
that the new product can be promoted into the market. The formation of marketing plan require
the study of internal and external surroundings through using SWOT analysis are as-
 Strengths- The quality of employees in the Beauty Giant is according to the specified
standard and have productive employees who work for providing benefit to the company.
They sell product through online website which made their products available to large
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number of customers. The company is using their financial resources effectively through
monitoring and controlling the activities.
 Weakness- The system of supplying products to customers of the Beauty Giant is very
weak and slow. They require to improve it by making effort in supplying aspect.
 Opportunities- The company can manufacture their own name of products as they have
good position in the marketplace. They can raise fund from various sources so that they
can produce their own products in same field.
 Threats- The company has not very broad range of products and currently only sells
product of premium prices which results in increased threat from companies who are
trying to expand them in marketplace.
The company has decided to produce their own product for following kind of objectives-
 Specific- The company has planned to produce their own product that is a anti-ageing
cream so that they can earn more revenue and to create brand of their own name. They
are producing a product through innovation.
 Measurable- The company is producing the new product to increase their revenue up to
60% more from their current revenue structure.
 Achievable- The company is planning to produce a product which is created by demand
so there is a higher chances for achievement of the specific purpose.
 Relevant- The company has focused on the preparation process of the cream and has
maintained the quality of the product according to the required standards.
 Time bound- The Beauty Giant has specified 2 years as a maximum time limit to
achieve the objective for launching new product.
There are various strategies that is used by the business which is used by STP-
 Segmentation- The Beauty Giants is taking segment through demographic sector such as
on the basis of gender as the company has chosen women for their new product.
 Targetting- The company has targeted the women whose age is between 25- 40 as the
company is selling cream for women.
 Positioning- It is the last part of STP model in which managers of beauty giant have
responsibility to positioning the offerings of firm at a specific platform so that desired
customers can grabbed the offering of firm easily. For positioning anti aging cream
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company will use digital and online platforms so that good image of cream can be framed
in the mindset of customers (Kladou, Kavaratzis and et. al., 2017).
Financial plan-
 Estimated Budget- The total budget for manufacturing and launching a new product has
estimated total cost of 500,000. The activities are allocated according to the goals of the
company.
Particulars Amount
Advertisement 989577
Training and development 565778
Promotional activities 57768
This table states that marketing activities are allocated and advertisement, training and
development so that the person who will perform this activity will be skilled and productive.
 Control- The effective monitoring and controlling is required so that the company can
make sure about the efficiency of the performing of the employees and it benefits the
working of the company.
CONCLUSION
It has been concluded from the above discussed informations that, marketing essential
includes several process that is effective for enhancing sales figures or profitability of
organisation. Several Roles and responsibilities are played by marketing managers of company
which leads the organisation towards growth and sustainability in market. In addition to this,
interrelation between different department is important because it supports the firm in achieving
its desired goals and objectives. Marketing plan is also an effective part within the functions of
organisation that assists the managers in framing strategies for building growth and
sustainability.
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REFFERENCES
Books and Journals
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Charter, M., 2017. Greener marketing strategy: why and how to green the mix. In Greener
Marketing (pp. 141-168). Routledge.
Kladou, S., Kavaratzis, M., and et. al., 2017. The role of brand elements in destination branding.
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Sawant, S., 2017. Non library oriented MOOCs useful for LIS professionals and students.
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