Marketing Essentials Report: Marketing Role and Case Study

This report provides a comprehensive analysis of marketing essentials, beginning with an introduction to the core concepts of marketing, its processes, and its significance in modern organizations. It explores the key elements of marketing functions, such as creating, delivering, and communicating value to customers, emphasizing their roles in achieving competitive advantage and satisfying customer needs. The report further examines the interconnection of marketing with other business functions like finance, production, and HR, highlighting how these relationships contribute to overall organizational success. The report also includes a case study on Beauty Giant, analyzing its marketing mix (product, price, place, and promotion) in comparison to a competitor, The Body Shop. The analysis covers aspects such as product range, pricing strategies, distribution channels, and promotional activities. The report also includes a strategic market plan for a new product to achieve marketing objectives.

Marketing Essentials

Table of Contents
INTRODUCTION ..........................................................................................................................1
Essay ..........................................................................................................................................1
Case Study ..................................................................................................................................3
CONCLUSION .............................................................................................................................10
.......................................................................................................................................................12

INTRODUCTION
Marketing is a business function and a set of process which includes creating, generating,
delivering, promoting, pricing and communicating value to customers followed by public
relation and customer relationship which results in mutual benefit for business and its
stakeholders. Therefore, marketing concept is regarded as integral or essential part within every
company as it enable them to gain competitive advantage as well as it allow firm to satisfy all
potential customer need or demand by delivering best quality of products or services (Baines,
Fill and Page, 2013). Moreover, it helps firm to build brand awareness among customers and
also it help them to sustain in market for long run as it provide enormous opportunity to grow
and ensure them to acquire innovative technologies. Hence, it plays a vital role because it has
interconnection with other business function within an organisation which leads them to achieve
business goal or objective in an effective manner without any hindrances. This report contains
essay on the topic of role of marketing in modern organisation along with key element of market
function and their relationship with other function in company. Finally, the another part includes
strategic market plan for new product in order to achieve marketing objective.
Essay
Marketing define as a ongoing process or activity of communications exchange with
customers in a way that educates, informs and build long lasting relationship with customers that
ensue company to attain high level of profitability ratio as well as enhance sales growth
(Perreault, 2010). However, marketing concept is a wide term as it start from production of
goods and ends up with consumption of products. Some of the activities which involves in
marketing function like designing, developing, pricing, distribution, transportation, warehousing
etc. which allow them to achieve targeted profit margin (Bird, 2012). Along with this, one of
their main aim is to build a better relationship with customer as well as satisfying their demand
or need in an innovative and creative manner. Apart from this, marketing concept is a strategy
which Beauty giant implement to satisfy or fulfil customer need or demand, increase sales,
maximise profit and also beat competition in order to gain competitive advantage in an effective
and efficient manner. There are several types of marketing concepts that Beauty Giant adapts and
execute i.e. production, product, selling, market and social marketing concept. Each of them has

unique role to play in enhancing company's sales growth by satisfying customer requirements
which improves their morale and generate a better relation with Beauty Giant.
A marketing function or department plays a crucial role within organisation as it helps
them in promoting business mission and vision within prescribed time limit (McDaniel and
Gates, 2013). There are various roles and responsibilities which Beauty Giant's marketing
department contains, as one of their main role is to define and manage brand by providing all
necessary information to customer and stakeholders so that it can leads them to attain targeted
position within cosmetics industry in UK. Along with this, the another role is that conducting
market and customer research as they identify or analyse current and emerging trend among
customers and based on that they make corrective course of action for attaining high productivity
and proficiency. Apart from their, Beauty Giant 's marketing function obliged to satisfies
customer, competitor, suppliers, public, company which add value to their brand image
(Coombs, 2012). Moreover, one of the biggest assets for every company is their customer, so it's
a responsibility of Beauty Giant marketing function to retain current customers and winning new
ones by delivering high quality of products and services in an affordable price which attracts
their interest and it resulted in enrich of Beauty Giant sales and profit margin (Scarborough,
2016). Furthermore, they are also responsible towards competitors as they research competition
and keeping up with competitors in good terms to know which product they launching, their
weakness in order to avoid making same mistakes as well as gain all kinds of information in
order to create better marketing and customer relationship strategy for their business growth and
success. Furthermore, marketing function is very much responsible to public as that they should
not be biased in nature as well as not acquire any unfair trade practices while delivering the
information to people. Through this Beauty Giant can attract more customers towards the brand
and can generate a healthy relationship with them which lead benefits them in enlargement of
Beauty giant growth and proficiency (Desai, 2013).
There is a interconnection between marketing function with other organisation functional
unit. Although, each of business function contains their own role or responsibilities yet they
require each other support in order to gain competitive advantage in an innovative and
productive style. Therefore, interrelationship of Beauty Giant's marketing department with other
functions is very important because it enable them to reach their potential customers in an
efficacious way and can enhance their volume of sales. Hence, money is a basic factor in every

process and every company. The finance department supports marketing function with a lot of
statistics and help them with lot of helpful information concerning moderate price to satisfy
customer need (Wilson, 2014). That is in addition to fund it gives to marketing department in
order to advertise and promote the product in order to attract the customers which leads Beauty
Giant to attain high proficiency. Moreover, marketing departments gathers information about the
need of customer and also survey the people regarding quality, expense and valuability of
products and reports information back to production function. With the help of this, production
department produce according to customer demand in a reasonable price which enable Beauty
Giant to improve their overall performance in an effective way (Hsu, 2011). Apart from this,
marketing function has close relation HR department also because talented manpower is an
integral part of Beauty Giant business operation. Hence, marketing function conduct various job
fares, campus recruitment, online advertisement regarding vacancy which help HR department to
recruit skilled or talented workforce for Beauty Giant business (Marshall and Johnston, 2011).
With the the help of marketing function, Beauty Giant can create better working culture and can
add value to employees as well as to company in an impressive manner. Moreover, marketing
function plays a vital role in R&D departments as they help Beauty Giant to expand their
productivity to new geographical region. However, R&D department concern with producing a
new product in new market in order to enlarge their profitability ratio (Joshi, 2012). Thus,
marketing department examine the current and future trend within industry and they provide all
necessary information to R&D function. With the help of data which is collected by marketing,
R&D can introduce high quality and best product in marketplace which allow them to obtain
maximisation of profit with optimum utilisation of available resources. Therefore, these
interrelatedness of marketing department with other Beauty Giant functional unit that helps
them to improve their volume of sales and enhance their profit margin as well as allow them to
gain competitive advantage in an innovative and creative style.
Case Study
Marketing mix is considered as one of the integral component which provide proper
direction or guidance to company in order to accomplish their organisational goal or objective in
an effective or efficient way. Along with this, it allow Beauty Giant to analyse or evaluate the
challenges or threats within cosmetics industry that enable them to implement best strategy in
order to enhance business sales growth and profitability ratio (Kennedy and Parsons, 2014). It

comprises 7P's which allow firm to meet out the requirements of customers and provides high
level of satisfaction to them in order to enlarge tehir productivity. Furthermore, Beauty Giant is
one of the leading cosmetics selling firm which operate 50 branches all over UK. They deliver
best and high quality of products to customer which allow them to attain high level of
productivity and profit margin. IN current scenario of beauty industry UK, there has a huge
competition among companies which threat Beauty Giant to sustain high sales volume within an
industry (Lamb, Hair and McDaniel, 2011). In order to gain competitive advantage, marketing
mix helps Beauty Giant to face with its competitors i.e. Body Shop for improving the overall
performance of firm. Hence, the comparison of marketing mix of Beauty Giant with Body Shop
is mentioned below:
Particulars Beauty Giant Body Shop
Product It has varies range of product
and it has gained a worldwide
respect and recognition
through its quality of product.
It contain diversified range of
product such as make-up,
eyelashes, skin care, primer,
brushes and tools, fragrance
which helps them to gain best
target position among market.
Moreover, their products are
also based on age like for
younger generation, matured
people, ageing and first sign
which provide enormous
option to customer in
satisfying their need
(Malhotra, Birks and Wills,
2013).
Body Shop deals in eco
friendly and natural products
as it has wide range of
products for all skin type like
normal, oily, sensitive, dry and
combination skin. Along with
this, its diversified product
portfolio includes shampoo,
conditioner, make up items
which provides high
competition to Beauty Giant in
terms of attracting customers
towards their products.

Price Being an iconic and classic
brand as well as timeless
quality attached to its brand
power. However, Beauty Giant
adapts premium pricing
strategy for all of its products.
Product prices are a bit higher
than its competitors but
company is benefited with its
loyal customers. Because of its
premium price for premium
product, consumers find
Beauty Giant as a desirable
and great purchase product
(Lamb, Hair and McDaniel,
2011).
They are mainly targeted to
those who are appreciative of
natural product even of their
price range is high. Being as a
ethical brand, it leads them to
acquire premium pricing
strategy fro their product. To
compete with rival brands it
also adopted competitive
pricing which keep their
product price at par with prices
of rival brands.
Place It has 50 branches all over UK
as well as it has various
departmental store which make
more easier for customer to get
their product. Along with this,
they does not offer their
product items through
unauthorised retailers or
independent boutique rather
they can only purchased
though personalised Beauty
Giant stores. AS they believes
in building direct relationship
with customers and offer
personalised product in most
It is spread across the globe as
it serves in sixty six countries
with more than three thousand
and forty nine outlets.
Moreover, they follows
franchise system which enable
the to capture the attraction of
customer towards their
products and it directly
enhance its productivity.

convenience location.
Promotion Beauty Giant created a name
for itself b y working with
professional from the world of
fashion. Moreover, it is highly
relies on word of mouth
publicity because as its
popularity grew people started
talking more about brand and
it's qualitative products which
directly reflects on their sales
growth and profit margin.
It has various marketing
policies to promote its brand
among marketplace. However,
it implies societal marketing
concept and encourage
consumers to use eco friendly
products. It mainly promote its
products through fashion
magazines and social media
platforms for gaining the
attention of customers towards
their brand.
People Beauty Giant is all about all
ages, sexes, and all races and
hence it provide equal work
opportunity for people around
the world. Moreover, they are
regarded as trend setters as
they takes participation in
fashion show which offers
enormous platforms for
individuals to enrich their sales
growth (Kennedy and Parsons,
2014).
Body Shop involves people in
their business operation ad
function as they provide the
freedom to give their reviews
or feedback of quality of
product and based on that they
make effective strategy
decision which build positive
perception among customers
towards firm.
Process Beauty Giant cosmetics saves
on cost with low advertisement
as they mainly does their
promotion process through
word of mouth. Along with
It's process is cost effective an
as it mainly concern with
protecting the planet as well as
provide healthy and safe
atmosphere so that customers

this, it is easily available in the
market which improves
customer morale.
remain fit and energetic. For
this, they conduct various
camps and awareness program
which enrich company value
among competitors.
Physical evidence Its physical evidence is
appreciable as they always
seek for a platform to deliver
new product in new market in
order to stay up high in make
up business hierarchy (Joshi,
2012).
Body Shop has attractive and
mind blowing packaging or
labelling which enable
customer to get positive
attitude regarding their
products which in results in
enhancement of productivity
and profitability ratio.
Marketing plan for new product i.e. Forever Young
Marketing plan sets description of market situation, customer profile, marketing strategy,
sales forecast, expense budget which enable Beauty Giant to promote their new product i.e.
Forever Young in a new geographical region. Apart from this, an effective marketing plan
contains clear objectives which help firm to achieve long term strategic goals. With the help of
this, Beauty Giant can anticipate the trend among industry and according to that they can
implement best pricing strategy in order to obtain maximisation of profit with the optimum
utilisation of resources (Malhotra, Birks, and Wills, 2013). The marketing plan for Forever
Young product is described below:
Company Background
Beauty Giant is one of the successful cosmetic company in UK and it operates 50
branches all over UK. Moreover, they targets both men and women for their product which is
one of the reason behind their high level of productivity and sustainable profitability ratio. It is
founded in the year of 1994 with a wide range of product like brushes, face mask, synthetic hair,
make up kits and many more in order to generate high level of satisfaction among customers
towards Beauty Giant product. Along with this, they believes in maintaining a better and healthy
relationship with customers as well as with manufacturers which leads them to deliver high

quality of products and services which add value to community and improves company's brand
image (Marshall and Johnston, 2011).
Vision
The main vision of Beauty Giant to build a strong and better relationship with end users
in order to gain sustainable competitive advantage as well as provide best quality of products and
service to acquire high level of customer satisfaction.
Mission
The mission of Beauty Giant is to deliver good quality of products in an affordable price
and maintain their goodwill among cosmetics industry by providing trenchant and impressive
service.
SWOT analysis of Beauty Giant
Strength
 It produce best and high quality of
products in order to capture customer
attention towards company brand
image (McDaniel and Gates, 2013).
 They follows effective distribution
method which becomes more easier to
customer to acquire all kind of
necessary information related to
product as well as about company
profile.
Weakness
 There is a high level of competition
among cosmetics industry as it is one of
the fastest growing sector which
generate huge pressure on Beauty Giant
's productivity and profitability ratio. S
 Although it is a small company which
lead them to invest less in R&D
function and it create high competition
on Beauty Giant.
Opportunity
 There is a huge opportunity for Beauty
Giant in expanding their business
operation in developing countries
which enable them to gain competitive
advantage.
 In current scenario of UK, there is
demand rising regarding organic
products which drives Beauty Giant to
Threat
 UK foreign exchange rate is dynamic in
nature as it fluctuate very often which
becomes a major threat to Beauty Giant
in enhancing their proficiency.
 Customer demand and need keeps on
changes which hinders Beauty Giant to
attain sustainable proficiency.

explore their productivity and profit
margin.
STP of Beauty Giant
Segmentation:As Beauty Giant segment its customers on the basis of demographics but they can
also focus on geographic and psycho graphic segmentation which improves their overall
performance (Perreault, 2010).
Targeting:Beauty Giant is targeting men and women of age more than 30 and its product is anti
ageing which add value to customer as well as to firm brand image.
Positioning: Beauty Giant implies effective strategies to promote their product among industry
which results in gaining best positioning within cosmetics industry of UK in order to gain
competitive advantage.
Marketing Strategies: Beauty Giant should keep more focus on marketing strategies and
policies for accomplish their pre determine goal in an productive manner. Thus, for new product
i.e. Forever Young, thy can imply Relationship marketing which enable them to reach till end
users as well as enrich customer loyalty.
Execution: Beauty Giant should adapt well organised or structured plan which lead them to
acquire high level of productivity as well as helps them in achieving their organisational goal or
objectives within prescribed time limit (Scarborough, 2016).
Evaluation: It is regarded as decision making process as it comprises value, amount and number
which allow Beauty Giant to analyse current and emerging trend of market and enable them to
make corrective course of action in order to obtain profit maximisation. Some of the evaluation
method is given below:
Sales analysis: It is concerned with annual sales of a product for attaining profit margin in
an productive manner.
Market share analysis: This analysis is used to evaluate the Beauty Giant overall
performance which they are carrying out in its business operation and function.
Efficiency ratio: Ratio of turnover assets – Revenue(Sales) / Net Assets.
Cost Profitability analysis: This is related with analysis profit margin or profitability ratio
of Beauty Giant within UK cosmetics industry ( Wilson, 2014).

CONCLUSION
From the above explained report, it has been concluded that marketing is an essential
element within every organisation as it allow them to accomplish their business goal or objective
in an effective and efficient way. Moreover, it has interconnection with several business function
in order to gain competitive advantage in an innovative and creative style. Marketing has
responsibilities to different category of components like customers, competitors, suppliers etc.
which add value to customer and also enhance firm's brand image. However, marketing mix is an
important factor which enable company to acquire best position among competitive industry.
Along with this, marketing plan also plays a vital role in enhancing firm volume of sales and also
enrich profit margin.

REFERENCES
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