Marketing and its Application: Beauty Giant Case Study Report

This report delves into the crucial role of marketing in contemporary organizations, emphasizing its significance in establishing relationships with customers and driving business success. It explores how organizations must adapt to modern marketing approaches, incorporating digital strategies and technological advancements to stay competitive. The report outlines the key elements of modern marketing functions, contrasting them with traditional methods, and highlights the interrelation between the marketing department and other organizational departments such as operations, finance, and human resources. A significant portion of the report is dedicated to a case study on "Beauty Giant," a cosmetics company, analyzing its strategic marketing plan for the launch of its anti-aging product, "Forever Young." The analysis includes SWOT analysis, target market research, and the application of the STP model to develop effective marketing strategies, demonstrating how the company aims to achieve market leadership through a unique product offering and strategic positioning.

Marketing and its Application

Table of Contents
INTRODUCTION................................................................................................................................1
PART 1..................................................................................................................................................1
The role of marketing in modern organisations...............................................................................1
PART 2 Marketing Plan........................................................................................................................3
Case Study - Beauty Giant...............................................................................................................3
Conclusion............................................................................................................................................6
REFERENCES.....................................................................................................................................8

INTRODUCTION
Marketing plays a significant role in the success of any business or organisation A good
marketing strategy helps the customers in understanding why the product is better than of others, it
also helps in reaching the target audience and boost the customer's base and finally increase the
bottom line of the organisation (Chaffey and Ellis-Chadwick, 2019).
This study will state the role of marketing in modern organisation, how the organisation need to
adapt modern marketing approaches in order to compete in the market which is full of advance
technologies and creative ideas, key elements of modern marketing functions and how the other
departments are interrelation with other departments of the organisation. Further, it will discuss a
case study that involve the strategic marketing plan of a product name forever young by beauty
giant.
PART 1
TASK
The role of marketing in modern organisations
Marketing plays a crucial role in establishing the relationship between the organisation and
the customers which are offered to the market. The marketing function consists of many function
like participating in promotional and publicity activities, advertising, branding, customer’s feedback
through interaction etc. Marketing is one of the vital reasons for success of any organisation or
business whether small or big. The role of every marketer has changed as the marketers are required
to adopt modern methods in marketing as change is constant and the new and advanced
technologies, trends and products are taking place on the day to day basis. The modern marketers
remitted their experience that has extended far beyond the “selling stuff” or selling function.
Marketing is the process which can influence a customer's mind-set. In the tradition concept,
marketing refers to the activities that creates value by exchange between two parties, whereas in the
age of globalisation, another concept has created known as modern marketing. Modern organisation
are required to adapt modern marketing tools in order to cope up with the market scenario, Hence
Modern marketing is an adaptive and holistic method which connects the brand or company with its
real customers and supports business results through creativity, blending strategies, technology and
analysis (East and et.al., 2016).
Modern organisation represents an organisation structure that is concerned with boundless
organization that are collaboration and networking together than ever before, the theory of modern

organisation has an open system which means the organisation is consistently interactive with the
environment in order to grow and sustain in the market. A modern organisation adopts an open
system elements like transformation, input, process, feedback etc. however the organisation
becomes adaptive in nature which can make adjustments according to the changing environment.
Marketing has become the most important element in the 21st century because of the change
in modern society where consumers and markets have become too complex and diverse if an
organisation is having only one marketing strategy in order to meet the needs of the market. A
marketer should have skills such as Understanding the marketing impact, should have basic
business skills, technology savvy (strong understanding of technology), need for global perceptive
and should be information seeker.
With the expansion of Digital advancement, Organisation are trying their best in order to
coordinate with the benefits from the advancement of internet or digital marketing for their
organisation or business, Digital marketing has become the most importation part of the success for
any organisation. From generating of sales to IT (information technology) support, Digital
marketing is important for nearly every aspect of the organisation. Digital marketing also known as
web marketing, e-marketing, online marketing refers to the process of promotion of product, brand
or services with the medium of internet, it also includes promotional activities that are `done
through web which includes email marketing, Social media marketing, blogging etc. The reach of
internet throughout the world have made possible for the organisations and business to reach
thousands of new customers easily. The relationship between businesses to businesses and
businesses to consumers has been redefined. Because of the major role of digital marketing in
modern organisations, a company or organisation cannot ignore online marketing as it has the
widest scope in today's scenario. Digital marketing also helps an organisation in attaining global
branding and in creating greater awareness regarding the products or services which they offer.
Key elements of modern marketing function:
In the traditional marketing, organisations followed the 4 P's of marketing i.e. price, product,
place and promotion but when the digital revolution came up, the customers and world moved on.
The modern marketers revealed that now the selling stuff have embraced digital transformation all
across the world and businesses, it has shaped the end to end customer's experience and took the
responsibility of brand touchpoints. The six new elements of modern marketing are: Motive (the
reason of the campaign or the promotional activities, The objective or goal must be clarify before
making a campaign), Message (Specify the points you want to communicate to the audience, the
story or call the company wants to convey), Market (knowing the potential customers and targeting
the market), Medium(communication medium), Method(distribution method or distribution
platform, number of chains included in the distribution channels), Money (Specification of budgets,

the combination of mediums to maximize the budget), In the new marketing elements, it further
proposed these elements broken into for stages: Planning, Strategy, Execution, Analysis(Ryan,
2016).
The success or growth of an organisation is not only depending upon the marketing
department, every department in the organisation is equally responsible for the growth of
organisation. Hence, the marketing department is required to closely do its operating function with
various departments such as operational management or production department, Finance
department, Human resource management department, IT (information technology) department etc.
The marketing department while working with production department need to ensure that the
adequate R&D (research and development) is planned in order to satisfy the current and future need
of customers, Whether the design and quality of the product is according to the specification of the
customers, the production of the items are generated according to the time schedule generated by
the marketers, hence it may help in stretching their inner capabilities(Stephen, 2016).
The marketing department ensures that the budget is adequate enough to meet the requirement of
promotion, research and distribution activities. The finance department have a brief of whole
organisation to ensure that the activities is operating within the financial capabilities of the business
as they need that all the department should work within the allocated budget. Emerging
opportunities may let the marketing department to overspent in profitable marketing activities as the
department is more concentrated on increasing the sales volume and market share whereas the
finance department is more focused on covering costs, cash flows, payback of investments etc. The
marketing departments ensures that the HR department use their staffing levels and skills to
research and develop new ideas for the product, creates competent and ambitious team, production
targets are met etc. The HRM department have recruitments and training demands all across the
organisation, it has to balance the obligation to marketing department those with other
departments(Taiminen, and Karjaluoto, 2015).
PART 2 Marketing Plan
Case Study - Beauty Giant
Beauty Giant is a cosmetics company operating in UK with 50 branches. It sells men and
women toiletries of renounced brands and has created a huge name in market. The company has
decided to launch their own product named 'Forever Young' - an anti-ageing product targeted over
30's market. The strategic marketing plan for launching Forever Young is explained in below
paragraph. Strategic Marketing Plan refers to a process of creating marketing strategies and plans to

implement in the target market(Mohammad, 2015).
Business / Executive Summary
Beauty Giant is launching its first own product 'Forever Young' which is first of its own kind and is
the ultimate choice for consumers who want to use anti-ageing product. It is the revolution in the
market with the anti-ageing segment. Beauty Giant already has a good market capture and has a
mission to be the market leader by uplifting its market share in UK. The SWOT Analysis of Beauty
Giant can be analysed as:
Objectives-
To increase the sale of Forever Young by 20% till the end of 2020.
To enhance the consumer experience by the year end.
To increase the profit by 10% till 2019.
Situational Analysis
Strengths
The company has the strength that it has an already pre-occupied market share. Also the Beauty
Giant has the Great Goodwill. Firm also have the Familiarity with target market. They also have
High consumer base.
Weakness
Company has the Huge risk of return on investment. They are Exploring and commercialization of a
totally different new product
Opportunities
The company has the opportunity To become market leader. They are Capturing new market. With
this the company can have Increased Revenue. They have no No rivalry threats
Threats
Firm has the threat of Entry of new entrants. It frequently changes the Frequent changing needs and
wants of consumers. Also they have the Environmental Risks. They have increased role of
Increased role of online shopping (JAIN, 2017). R
 Business Initiatives
Beauty Giant has an ambitious plan to conquer market and become a market leader. It is targeting
and segmenting its product over the age group of 30 plus. SMART (S - Specific M - Measurable A -
Achievable R - Relevant T - Timely) goals will be set to conquer market in systematic way. It will

achieve its leads by establishing a suitable marketing mix of the product. It will focus on its initial
consumer base and also target new consumer base by creating demand of anti-ageing products and
then meeting it up with its product. It will use a unique product formula and technology that can't be
easily commercialised by other market players. This will result in monopolistic price control in the
hands of Beauty Giant and hence increasing the scope of growth and expansion of brand.
 Target Market
Research is conducted to have a basic idea about market and to study the buyer's persona. The
research data is analysed into a marketing plan to target respective market for the commercialisation
of Forever Young. A study will be conducted to understand the consumer buying behaviour. The
market of the product would be defined and explored to pinpoint the potential buyer of the product.
The product will be targeted for both the males and females who are of 30 plus age group. The
product will focus on consumer's values, beliefs and perspective to strive for solution. It will aim on
which income group, lifestyle, family size, etc the brand needs to focus. A potential threat of
competitors and new entrants will be evaluated to make oneself prepared and redirected towards
solution. STP (Segmentation, Targeting and Positioning) Model is used to develop marketing
strategies. It involves market segmentation, targeting the selected market, product positioning and
deciding the optimal marketing mix. Beauty Giant identifies the uncatered need of buyers and
develops an anti-ageing product to meet customer's requirements. Beauty Giant segment the public
on the basis of demographics, psycho graphics, lifestyle, beliefs & values, life stages, geographies
and behaviour factors. The product is manufactured by complying environment laws and assures
safety and quality. The market targeting primarily involves studying of PEST analysis of the
political, economical, socio - cultural and technological factors which will help in reaching
maximum customers. The 30 plus age group segment consists of large population and the product
will cater the needs of this huge segment. Forever Young product has a unique selling proposition
which will serve as a competitive edge to Beauty Giant. This helps in gaining competitive
advantage to the company. The company is putting efforts to position its products in the minds of
consumers and communicate this differentiation with effectiveness. (Schlegelmilch, 2016).
Segmentation- It will be done on the demographic basis. The female of age group 15-40 will be
targeted.
Targeting- Company will target young aged females from 15-40.
Positioning- Company will make use of cost positioning strategy. In this they will reduce the cost
and increase the quality.
 Market Strategy (Marketing Mix 7 P's)

To approach the target market, a full length market strategy would be implemented by focussing on
the 7 P's of marketing.
 Product
The product will be created from the latest unique formula which will provide anti-ageing solution
to its customers and create unique selling proposition (USP) of the brand. It will serve as an
ultimate choice for consumers and will be first of its kind. It will be customised for both men and
women and will prove as an evolution in cosmetic industry. The product will be available in tubes
of small, medium and large volume packs. There will be proper labelling and attractive packaging
to make the product more value driven.
 Price
Price of the product will be realistic and value driven. The initial commercialisation of product will
use various sales promotion techniques to uplift sales such as offers and discounts, promotion prices
and free samples. The price will be based on cost plus desired profit. Different pricing strategies
such as skimming pricing, penetration pricing and bundle pricing should be analysed and evaluate
to select the best course of alternative. Since Forever Young is an ultimate and first of its kind
product, skimming price could be used. The skimming strategy involves entering a new market with
high price and as and when market evolves, prices are reduced to stay competitive.
 Place
The product will initially be sold inside the borders of UK. The product will also be available at all
the 50 branches of Beauty Giant. Furthermore, more stores will be initialised into prime locations to
raise the footfalls of customers. The distribution channel will be aligned with the product by
developing a systematic chain of wholesalers and retailers. The product will be available at malls
and multi goods stores. The product will be available through online platforms soon after the
product's market is evolved. The stock of the product will be warehoused centrally throughout the
country to reduce transportation costs(Camilleri, 2018).
 Promotion
Customer's will be acquired towards the brand by using various promotional tools. There will be use
of both traditional marketing like advertisements, publicity, displays hoardings and non - traditional
marketing like unconventional public relations, trade shows, viral marketing, email marketing,
online & offline events, search engine marketing, targeting blogs and social media marketing.
Contribution in social events will build good public relations with existing and new customers. The
products certifications and standards will be used to create a healthy and positive image in the
minds of consumers. There will be in-store promotions at the existing stores of Beauty Giants.

Customer feedback and reviews will be shared to public to capture and build trust of potential
customers.
 People
Appointment of a team of skilled individuals to picture the strategic marketing plan of Forever
Young. The roles and duties of team members will be communicated properly to provide them a
proper understanding of marketing plan. The people will be motivated to perform their roles in a
way that it ensures the product's success.
 Process
The product will be delivered to customer by a value added process. There will be proper pathways
and signage to facilitate customers. The process will be divided into separate activity flows. There
will adequate personnels to assist buyers. The selling process will involve the use of technology and
automation. The selling process will also consist of taking valuable feedback of customers.
 Physical Evidence
The environment of the store will motivate the customer's to form opinion quickly. The store will be
well equipped with proper furniture and fixtures that will contribute in a nice ambience. The
product will be displayed in a way that it attracts the eyesight of customer. The store would serve as
a key cornerstone of the branding message of Forever Young.
 Budgeting
Budgeting will involve apportionment and allotment of funds to the marketing team. Budgeting
plan is developed with the aid of experience and covers all costs of distribution, marketing and
promotional plans. The budget will analyse and evaluate potential return on investment and predict
the success and failure of the product(Andaleeb, 2016).
Source Expenses
Rent 55
Salary 50
Total 105

Marketing channel
The strategic marketing plan of forever young includes a list of various market channels. Marketing
channels are the medium by which the company will educate the buyers and create awareness
among the people. Beauty Giant promotes its product by promoting the product itself as it is the big
cosmetics selling company of UK. For promoting the product, social marketing is the right place to
create awareness and demand among people. By launching a business page, the company would use
the social networking sites and through which success measurement could be done. These channels
will serve the organisation in growing the business.
 Implementation and control of market plan
Implementation and control is a process which ensures the attainment of strategic objective adopted
by the organisation, The role of this process is to organise and direct people. Implementation refers
to the process which turns the plans and strategies into the actions so that objectives can be
achieved. Beauty giant has to link between the planning and implementation, interdependency
among the employees will help in better implementation of strategies. Control of plan is done by
reviewing the activities and monitoring them in order to achieve desired objective.
The above overall strategic marketing plan will aid Beauty Giant to commercialise its
product successfully in market.
Conclusion
From the above study, it can be summarized that marketing is considered a great tool for an
organisation in selling the goods or services in the market. The organisation need to acquire
modernisation in today, s world in order to cope up with the trend and environmental change which
is taking place as new technologies and creative ideas is covering up the market. The key elements
also plays an important role in the modern organisation And the relationship of marketing with
other departments plays crucial role as all the departments are interconnected with the marketing
department, The strategic marketing plan can increase the probability of success and gives you
higher returns.

REFERENCES
Books and journals
Andaleeb, S. S., 2016. Market segmentation, targeting, and positioning. In Strategic marketing
management in Asia: case studies and lessons across industries (pp. 179-207). Emerald
Group Publishing Limited.
Camilleri, M. A., 2018. Market segmentation, targeting and positioning. In Travel Marketing,
tourism economics and the airline product (pp. 69-83). Springer, Cham.
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
East, R. and et.al., 2016. Consumer behaviour: Applications in marketing. Sage.
JAIN, M. K., 2017. An analysis of marketing mix: 7 Ps or more. International Journal of Advance
Higher Education Research & Development, 1(7).
Mohammad, H. I., 2015. 7 PS marketing mix and retail bank customer satisfaction in north-east
Nigeria. British journal of marketing studies, 3(3). pp.71-88.
Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers.
Schlegelmilch, B. B., 2016. Segmenting Targeting and Positioning in Global Markets. In Global
Marketing Strategy(pp. 63-82). Springer, Cham.
Stephen, A. T., 2016. The role of digital and social media marketing in consumer behavior. Current
Opinion in Psychology, 10. pp.17-21.
Taiminen, H. M. and Karjaluoto, H., 2015. The usage of digital marketing channels in
SMEs. Journal of Small Business and Enterprise Development, 22(4). pp.633-651.
Online
‘The role of the marketer has changed, shouldn’t the marketing model?’.2019. [Online]. Available
through <https://www.marketingweek.com/2018/02/02/the-role-of-the-marketer-has-changed-
shouldnt-the-marketing-model/>.