Marketing Essentials Report: Marketing Mix and Organizational Context

This report delves into the core concepts of marketing, examining the roles and responsibilities within a marketing function, and their relationship to the broader organizational context. The report uses Beauty Giant, a UK-based cosmetic company, as a case study to illustrate these concepts. It explores key aspects such as packaging, branding, product design, distribution, customer support, storage, and pricing. Furthermore, it analyzes the interplay between the marketing department and other departments like procurement, accounting, research and development, customer service, and human resources. The report also compares the marketing mix strategies of Beauty Giant with those of its competitor, Body Shop, focusing on product, price, place, and promotion, to achieve business objectives. Finally, the report includes the formulation of a basic marketing plan for Beauty Giant, providing insights into how organizations can develop effective marketing strategies.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Key roles and responsibilities of the marketing function......................................................1
P2 Relationship of roles and responsibilities of marketing to the wider organisational context.
.....................................................................................................................................................2
TASK 2............................................................................................................................................4
P3 Compare the ways in which different organisation apply marketing mix in order to achieve
business objectives......................................................................................................................4
P4) Formulation of basic marketing plan for an organisation ....................................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing can be defined as the activities performed by a business organisation in order
to promote the buying and selling of a product or service. It includes advertising, selling.and all
the activities related to market a product. Basically it is a management process which is
responsible for creating, communicating, delivering and exchanging offerings that have value for
customers, partners, clients and society. It plays an important role in development of product and
that of an organisation.
Beauty Giant, a cosmetic selling company based in UK has been considered under this report.
This study has been conducted in order to have a detailed study of marketing activities
performed by an organisation to develop a product and will also describe various roles and
responsibilities of marketing in an organisational context. From the conduct of this study the
researcher will also be able to develop and evaluate a marketing plan for an organisation through
which the overall performance of an organisation could be analysed.
TASK 1
P1 Key roles and responsibilities of the marketing function
Marketing is concerned to the exchange of goods and services for satisfying the basic
needs of customers. Every business just aims to earn maximum amount of profit which can be
achieved only through marketing(Wilson and Popp, 2017). The major roles and responsibilities
performed by marketing are as follows:
 Packaging and labelling: Packaging refers to pack a product in order to avoid breakage
and destruction of goods which occurs while transportation. It plays an important role for
every brand in delivering a product. It differs from product to product as some product
need to be packaged in bottles, plastic bags, tin etc. Labelling is concerned with giving
detailed information about a product i.e., manufacturing date, expiry date, quantity, price,

etc. It is a major responsibility of a manager to check whether the product is properly
packed according to the quantity or not.
 Branding: It is concerned with a distinct name given to a product so that the product
could be easily identified in the market(De Jong, Higgins, 2016). Branding is considered
as one of the important role of marketing function which is done by promoting brand
image of the company. The marketing department of Beauty Giant was responsible for
promoting the brand image company which could be done by using some promotional
measures such as social media, advertising, etc.
 Product design: It refers to designing a product which could help in attracting the
customers. It plays a crucial role in selling of a product i.e., if a product is attractive or
eye-catching it will lead in increasing sale of product. In it, the manager of Beauty Giant
will be responsible to look after the proper design and specification so that the company
can stay competitive in the modern beauty market (Uhl and Gollenia, 2016).
 Distribution: Physical distribution refers to move the finished goods from the place of
production to the final consumers. It plays an important role in placing a product at right
place. In this case the manager of Beauty Giant will be responsible to have appropriate
check on the various modes of transportation.
 Customer support service: These are the various services provided to customers to use
the products and services. The manager of Beauty Giant will be responsible for
addressing various complaints of customers by providing them solutions to their
problems and also provide financial services online to customer by the means of internet.
This will help the company to get proper feedback of customer (Sreejesh, 2014) .
 Storage: It refers to store the goods for future which is very important to fulfil needs of
customers. Warehouses are used for the purpose of storage, any negligence in storage
may lead to damage of the entire stock. Manager of an organisation is responsible to have
a check on warehouses on daily basis to check whether the stock is safe or not.
 Pricing: It is the most crucial element of marketing-mix. It refers to fix a price of the
product by analysing the competitors price. It should be fixed in such a way that it is
convenient for the individuals to pay a certain amount of money which will help the
organisation too in earning satisfactory amount of profits (De Massis and Kotlar, 2014) .

P2 Relationship of roles and responsibilities of marketing to the wider organisational context.
A marketing department plays an important role in promotion and driving sales of any
product or service of business. Marketing department analyse external market and then frame
policies through which growth and development of organisation is possible with fast speed. This
department is responsible for providing the research to identify the target customers and other
audiences as marketing is the blood of any business. Market research will help in identifying the
various strengths and weaknesses of any business(Rohlfer and Zhang, 2016). Marketing
department has to maintain relationship with every department of an organisation, which is
explained as below: Procurement department: There is requirement of some resources through which
information about product can be planned to provide to consumers. There are different
suppliers in market through which material can raise by Beauty Giant. The marketing
department will be monitoring the needs of customers and will accordingly inform the
procurement department, by this information the procurement could purchase what
customer wants with the optimisation of costs which will help in earning certain amount
of profits. Marketing department has to analyse and evaluate supplier of raw material
which makes it easy to select supplier which provides material at lower cost. For
example, the Marketing and Procurement Department are interlinked as the marketing
department will make the procurement department aware about the demand prevailing in
the market so it will become easy for procurement department to make available those
resources which are important to make those products. Accounting department: The accounting department in Beauty Giant will be responsible
to calculate the costs. This department will monitor the reporting and recording of cash
flow transactions of the company and will also monitor where the planning payroll,
maintenance, etc. of financial records is done effectively and efficiently or not. Marketing
department of Beauty Giant has to make policies for marketing of product and services.
Hence it is responsibility of Marketing department to communicate about marketing
expenses which they have to expend to educate society. This assist in maintaining ratio
between cost and profits of Beauty Giant (Eriksson and Kovalainen, 2015) .For example ,
the marketing department and Accounting department are interlinked, as the marketing
department will help the accounting department in keeping the proper records of

transactions prevailing in the company so that financial position of a business can be
analysed. Research and Development department: The Marketing and Research and Development
department both works on analysing customers needs. For identification of customers
needs, Research and development department goes through various surveys but the
marketing department develops an idea and then goes to Research and Development
department whether the idea should be enacted or not. There are many competitors in
cosmetic sector such as Faces, Loreal, Body Shop, etc. so it is essential to regular analyse
what changes are taking place in industry and then planning to accept it. So as per view
of research and development section, marketing section has to analyse what changes are
required to conduct in order to compete in industry. This also provides knowledge in
order to lower done cost to improve profits. For example, Research and Development
department will help in having a detailed study regarding a product or service which will
help the marketing department to know where the product stand in the market and who
all are the competitors. Customer Service department: Customers have direct relationship with customer
services. IN this department a consumer files a complaint or compliments regarding
various offering of an organisation. This department gives the feedback immediately to
marketing department and will take immediate actions regarding the feedbacks availed by
the customers. Customer service department works to provide services to consumers and
resolving issues in case of change in any. (Piller, 2017) For instance: there is negative
comment about product of Beauty Giant, then after taking resolution, marketing
department has to market it to consumers. This assist in improving rand image of Beauty
Giant and consumer loyalty increases. For example, marketing department and customer
service department are interlinked with each other, the customer service department will
make the marketing department aware which all activities should be performed in order
to market a product.
 Human Resource Department- Beauty Giant is a big organisation operates in UK so
there is requirement of workers as per vacant job position. Hence whenever there is
requirement of personnel in marketing department, then HR manager select best

candidate out of crowd to met expectations. There is regular contact among marketing
and Human resource department regarding over or under requirement of workers.
From the above discussion, it is clear that as compared to older days there is crucial role
of marketing department in organisations. In Beauty Giant, marketing section has
relations with other departments as well such as production, procurement, human
resource, customer service, etc. this is the best way through which synchronisation in
business activities can be achieved. For example, Human Resource department is linked
with marketing department, as human resource department can help the marketing department in
making the human resources available for the marketing department.
TASK 2
P3 Compare the ways in which different organisation apply marketing mix in order to achieve
business objectives.
Marketing mix refers to the various ingredients which are used by an organisation in
marketing a product. It is used by every organisation in order to achieve success in the market
place. Apart from new product development, marketing mix helps in increasing the portfolio of
product. It also help in differentiating the company from its competitors which could lead to
successful competitive advantage(Maylor, Blackmon and Huemann, 2016) . It includes 7P's of
marketing namely product, price, place, promotion, physical evidence, people and process.
Beauty Giant has different marketing mix as compared to other company. Below is the
comparison of Beauty Giant in terms of marketing mix:
Beauty Giant Body shop
Product:
It is a cosmetic selling company which is deals
in various men and women toiletries from
renowned brands. Gaint Beauty is coming up
with new innovative product Forever young. It
is designed to satisfy the emerging needs of the
consumers in the competitive world. This the
very first time that company is coming up
Product:
Body shop is one the competitor of beauty
giant. The company deals in various skin care,
cosmetics and fragrances. It is coming up with
various new markets so that the company can
survive in the cut throat competitive market

innovate product for their loyal and trusted
customers in the market place.
Price:
Prices of Beauty giant products are minimal in
nature, they are generally kept low in order to
attract the customers for longer time duration
as well as huge market ratio can be captured in
the competitive market environment. The
company decides price according to the
demand of customers and quality of product.
Price:
Prices of body shop products are high as
compared to other brands. The company is
using premium pricing because of its eco-
friendly products.
Place:
The company is launching it's product “forever
young” on online stores. Place is referred as an
area where product will be sold. In an
organisation it is constituted as area where
product will be sold in order to give the cut
throat competitive market place. Organization
also focus on forever young packaging,
quality, usefulness etc. so that consumer are
bound to purchase product. Through online
platforms forever young is reached out to their
targeted customers and brand recognition is
done in the eyes of the customers. In today's
era consumers are attracted towards online
shopping by using these platform firm can
easily reach out to their potential customers.
Place:
The company has a broad presence in about 66
countries of the world. Here, products are
transferred using two channels. One is directly
from manufacturer to the bulk buyers and then
to the consumers. Secondly from manufactures
to distributors, then retailer and consumers.
Promotion:
Beauty Giant is promoting its products by
making use of various promotional tools like
online advertisements, posters, hoardings,etc in
Promotion:
Body Shop has adopted a societal marketing
concept and encouraged usage of plant-based
materials by making advertisement mainly

order to raise their increase their sales ratio in
the cut throat competitive world. Promotional
tools plays vital role in uplifting the sales
volume of the Forever young product in the
market. If attractive marketing is done of the
product then customers will be interested to
purchase their goods in the competitive world.
through fashion magazines and social based
platform.
Process:
The company is coming up with forever young
product for the very first time in the market
After the product is developed in bulk by
manufacturer, they are transferred to the whole
seller, then retailer and lastly to the desired
consumer. The process of production will be
gradually raising as organization will be
gaining profits in the market. Process of
production will be raised according to the sales
volume and customers demand in the market.
If the demand for the goods is more business
associates will raise the productivity process
accordingly.
Process:
Body Shop's major emphasis is on customer
service. As it is the key decisive of trust. So the
major aim is on educating the consumers so
that they can communicate with employees
when required.
People:
Beauty Giant is trying to train their employees
both on the job and of the job. Employees are
made aware about the ingredient of its product
so that whenever consumer is facing any
problem regarding to quality issue, they can
explain their customers.
People:
Body Shop make there employees aware about
the goals and objectives of the concern so in
order to increase the performance of the team.
They are trained properly in the way so that
they can attain to each query of customers.
Physical Evidence: Physical Evidence:

Beauty products are available at different
retail stores at different prices according to the
quantity and weight. Beauty Giant is
launching it's product on online so it is not
possible for the customers to touch and view
the forever young product before purchasing it
from the organization. If there is transparency
between seller and buyer then trust and faith
can be build among them and beauty product
can be sold. It will help to create goodwill in
the eyes of the customers. Which is positive
sign for the organization and gradually firm
will be though competitors for other in the
competitive market place.
Body Shop products are not available
everywhere, its products are just available at its
specific outlet.

P4) Formulation of basic marketing plan for an organisation
Marketing plan refers to a document which outlines the marketing efforts which company
is going to perform in a coming year. It also covers a system of current marketing position of a
concern (Kolk, 2016) (Kawamura, 2018) . The plan is managed by the top level so that
effectively it can be executed in the coming year. Following are the steps which are included in
marketing plan of Beauty:
Introduction of company: Beauty Giant is one of the popular cosmetic brand of UK
market. The company has more than 50 branches all over United Kingdom. The company deals
in selling out men and women toiletries from different renowned brands and have earn huge
profits out of it. This cosmetic selling company does not produce or sell there own products in
the market. But recently the company decided to come up with new anti ageing beauty product
namely 'Forever Young and has targeted women of the age 30years (Evert and et. al., 2016) .
Vision: Beauty giant carry out different business activities with its vision statement. The
company's vision is “To become a progressive and influential make-up organisation to offer a
contemporary customer experience.”
Mission: The mission statement of Beauty Giant is “To become a favourite beauty brand
of individuals.”
Marketing objective: The marketing objective of Beauty Giant are explained as follows:
 To pull beauty conscious customers in the market in order to increase number of profits
by 10% in the coming years.
 To improve the sale of its products by 15% in coming six month.
STP: It is the most common marketing tool which is used by various organisations in
order to form proper marketing strategies which clearly describes about the brand and product of
the company(Fashion-ologyGarfinkel, 2017) . In STP approach, S stands for Segmentation, T for
targeting and P for Positioning. The Concept of segmentation, targeting and positioning is utilise
by organization in order to determine the market status as well target and to develop effective
policies in the organization. Below is the STP od Beauty Giant:
Segmentation: It refers to divide the In segmentation organization subdivide the total
population in different groups on basis of some common features. Gaint Beauty carry out
segmentation of Forever Beauty product on the basis of demographic, behavioural and psycho-

graphic segmentation (Daniel, 2011). All thus indirectly raise customer base of the innovative
product in the cut throat competitive world.
Targeting: Under targeting institution find out a specific groups of customers for there
product or services. Here, the main target of Gaint Beauty’s is skin or beauty conscious
individuals. By serving them quality product which will be enriching their beauty it indirectly
leads to capture huge market ratio(Findlay-Thompson and Mombourquette, 2014) .
Positioning: Gaint Beauty’s wants to position itself as a beauty company which offer
quality products to its target audience in order to attract more customers as well as to raise loyal
customers towards their product for longer time duration.
SWOT analysis of Gaint Beauty’s
Strengths
 Dealing in Overseas market
 Strong brand name and reputation
 Gaint Beauty’s consecutive approaches
 Specialised training to managers
Weakness
 Less market share.
 Slow income growth and revenue.
 Less number of effective employees
Opportunities
 Expansion at international level.
 Joint ventures with retailers
 Growth of beauty sector.
Threats
 Changing demographics
 Strong competition
 Fluctuation take place in exchange rates.

CONCLUSION
From the above discussion, it is analysed that there is important role of marketing
department in organisation such as Distribution, Product design, Storage, Packaging and
labelling. With these roles, they make operational activities of association in proper and
appropriate manner. There are many organisations working such as procurement, production,
human resource, etc. which has relations with marketing department such as requirement of
employee at marketing department can be analysed by HR manager and then get best candidate.
In this report, comparison of marketing mix of Beauty Giant is done with Body Shop, so it is
easy to understand what are the areas of improvement. At last marketing plan is prepared for
launching new product i.e. Forever young. Market plan includes vision, mission, STP strategy,
SWOT analysis and marketing budget of launching new product.

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