Marketing Essentials Report: Beauty Giant's Strategies and Plan

This report examines the essential role of marketing within the context of Beauty Giant, a UK-based cosmetics company with 50 branches. It explores the key roles and responsibilities of the marketing function, emphasizing market research, sales team formation, communication, customer satisfaction, promotional campaigns, and brand management. The report also analyzes the role of marketing within different organizational contexts, highlighting its interaction with HR, operations, R&D, and finance departments. Furthermore, it details the 7Ps of the marketing mix (product, price, place, promotion, people, process, and physical environment) for Beauty Giant and a competitor, Look Fantastic. Finally, the report develops a comprehensive marketing plan for introducing a new product, outlining the target market, objectives, strategies, and evaluation methods, aiming to enhance Beauty Giant's customer base and sales performance.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Key roles and responsibilities of marketing function........................................................1
P2 Role of marketing in different organisational context......................................................3
TASK 2............................................................................................................................................4
P3 Marketing Mix strategies..................................................................................................4
TASK 3............................................................................................................................................6
P4 Marketing Plan..................................................................................................................6
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing plays a crucial and essential role in the functioning of a organisation. It helps a
company in conducting various tasks and activities, which play a big role in achieving objectives
and goals of a company (Anche, Hozouri and Mehdizadeh, 2014). In regard to project assigned,
it emphasises on why marketing is essential to run a business efficiently and effectively, in an
ethical manner. For this present project of Beauty Giant, which deals in beauty products for men
and women and has it's 50 branches all across UK. It focuses on improving it's marketing tactics
in order to gain more customer base, by providing more satisfaction through introducing new
products. This present report is concerned with description of key roles and responsibilities of
marketing, and how they inter relate with other departments to improve it's functioning. It also
focuses on development on marketing plan in order to introduce new product in target market.
TASK 1
P1 Key roles and responsibilities of marketing function
To cope with current evolving industry emerging trends, marketing is most vital and
significant function of a company. It refers as a planning tool for managers, which help in
identifying and meeting human needs as per their wants. For this purpose they convert business
idea into a reality. The main aim of marketing is to make product reach to it's right customer at
right place and within a defined time, in order to gain high satisfaction of them. Beauty Giant is
involved in sales of cosmetics products which requires a good marketing approach for enhancing
sales performance (Aswathappa, 2013). A good marketing technique will help respective
company to gain more prospective customers by meeting their demands, and in turn satisfying
them. Conducting research is a main duty of marketing department, to gain efficiency in
productions. In context of Beauty Giant, which are performing operations on a large scale, to
define roles and responsibilities of marketing to it's personnel becomes highly important, these
are stipulated below:
Carrying out Market Research- To have a deeper understanding about it's customer
base needs and wants, research process is required (Chang, Yu and Lu, 2015). This process of
research involves gathering data, evaluating information collected from data and by sharing
results of data to it's members of Beauty Giant, to help them gain knowledge in context of the
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product and customers. Respective company should drive a research campaign by it's managers,
in order to gain insights about their prospective customers and stakeholders.
Forming a Sales Team- After gathering information and data by means of research, role
of respective company is to develop a sales personnel team (Gengler and Mulvey, 2017). As to
attain set objectives and goals of Beauty Giant, the marketing department has to form a sales
team which has a capacity to fulfil the needs and demands of customers by provision of high
quality products.
Setting up a good communication process- In context of Beauty Giant, effective
exchange of ideas and thoughts by team members and managers, is required for proper
functioning. It will help respective company, to create a healthier bond with members of the
company which will result in increased productivity and higher profits (Glanz, Bader and Iyer,
2012). Communication is also an important factor in marketing, as it is required for giving
proper redress al of grievances to customer's queries, complaints and genuine problems.
Customers Satisfaction- As respective company, conducts it's operations in relation to
beauty products, which has a direct impact on personality of customer. A major role of Beauty
Giant is to provide overall satisfaction to it's customers, by means of it's products. Customers
feedback is quite important as to know that respective company is serving to it's customers in
right direction or not.
Development of promotional campaigns- One of the most important aspects of
marketing, is to run promotional campaigns and advertisements. Regarding this, main focus of
respective company is to empower brand image in customer's mind and to position it's product in
target market (Gummesson, Kuusela and Närvänen, 2014). In context of Beauty Giant, to
develop a good branding, campaigns should be conducted on a regular basis for short and long
period of time, in order to retain customers for a indefinite future.
Brand Management Promotion- Another crucial role of marketing function is to,
promote the brand image of company. The intent of company is to convey the beliefs, attributes
and ideologies of product to it's target market. Upon comparison of these beliefs with actual
product, target customers will indeed get satisfied. This will result to, creating a satisfactory
feeling and generate loyalty in customer's behaviour.
Thus, from the interpretation of roles and responsibilities, it can be stated that Beauty Giant
to maintain it's customer base for a long period of time requires functions of marketing
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(Henriksen, 2012). This will help respective retail beauty chain in achieving increased profits,
from enhanced productivity of sales team, while keeping in mind satisfaction of customer's so as
to built a brand image for Beauty Giant .
P2 Role of marketing in different organisational context
Marketing involves all those actions of a company that tends to draw attention of a
customer and also are able to maintain a good relationship with them. This shows the
networking with potential as well as with past customers. The main aim of marketing is to
promote buying and selling, by creating a good image of the product through various modes like
advertising, digital media,etc. To run a cosmetic business profitably you need a effective as well
as an innovative market strategy (Jobber and Ellis-Chadwick, 2012). The main work of
marketing team is to identify possible customers, reach target market, analyse competitors
strategy, set goals, conduct promotional activity and take marketing initiatives. Marketing
process for cosmetics is a little crucial step because of prevailing competition and therefore
public awareness is not sufficient,and need to convince target customer that your product is
better than and superior to other existing product. For a cosmetic product you have to provide
more focus on design and packaging which need to be very attractive and unique and a website
to promote product over internet.
The main focus of marketing is on providing customer satisfaction, this can not be
achieved by marketing only (Möller and Parvinen, 2015). For this a close link up of each
functional area is required, for e.g. to get a highly skilled marketing team, there is a need of
efficient human resources department that recruit suitable manpower.
Interaction of marketing with other departments
Marketing and HR
Recruitment of an employee, proper training and overall professional development
including proper motivation, safety and work atmosphere is responsibility of human resources
department. HR department provide a capable, skilful and talented team for marketing and also
conduct induction program to prepare them for their role. They can also assist in making policies
for convincing and managing customer and helps to develop a better work place culture which is
well focused to achieve desired goals. On other hand, marketing department provide a proper job
description and advertising facility for HR department.
Marketing and operation
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Operation department includes production, manufacturing, warehousing ,packing and
proper distribution of a product. A proper coordination between marketing and operation
department is must, as marketing deals with selling and promotion of a product which is
produced by operation department (Nagle and Muller, 2017). Marketing team provide
information about taste and preference of customer, which is required by the operation team to
manufacture that product with keep in mind the quality of product. They also have to focus
whether sufficient quantity of product is available or not for which they are doing marketing.
Marketing and R&D
Research and development is the area where new innovative ideas are generated. New
product delivers by the R$D department requires proper marketing for its success in the market .
At the same time R$D assist marketing in implementing more innovative and superior way of
communication which help in getting better interaction with customer.
Marketing and finance
Finance department deals with the income and expenditure of an organisation. They
prepare a budget for all departments including marketing. Marketing department need adequate
finance to meet its research expenses, to conduct promotional activities like advertising and also
to secure proper channel of distribution.
TASK 2
P3 Marketing Mix strategies
Marketing mix is the mixture of factors that are under the control of a company to influence
customers to purchase its products. It simply means to put right product at right time and at right
place. Marketing mix is a combination of 7P's which consists of product, price, place, promotion,
people, process and physical environment.
MARKETING MIX BEAUTY GIANT LOOK FANTASTIC
Product This brand serves variety of
products to women like
lipsticks, eyeshade, eyeliner,
foundation and various creams
in different sizes and packages.
This brand offers limited
products of cosmetics as
compared to beauty giant.
Price Beauty giant put lower prices On the contrary, look fantastic
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to their cosmetics because they
target middle class women.
set their products at higher
prices because they follow the
strategy of high price high
quality.
Place It has fifty stores available in
UK right now. Customers can
easily get their hands on their
cosmetics as they are easily
available. But there should be
an online store also so that it
can become more easy for the
customers to purchase
cosmetics (Tanner and
Raymond, 2015). People
outside UK can also order
these products if they were
made available online.
It is an online store. These
products are available in its
website only. Although, online
purchase is more convenient
but they should open their
store in city also to attract
more customers.
Promotion Customers can easily get
information about the product
as they are available in many
stores and their logo is used as
a promotion tool to attract
more customers.
They do online promotion by
promoting their products
online through digital
marketing by publishing
discounts and offers when
available. These discounts
attract customers and they
purchase more.
Physical evidence These products are easily
available in stores and their
stores are attractive with well
trained staff.
There products are available
online in their website.
Their websites are attractive
which easily attracts their
target market.
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People The people together working
on various aspects in this
organisation to provide more
customer satisfaction. These
peoples and their strategies are
the reason behind success of
this brand.
As it is an online store, people
of this brand plays an vital role
in formulating various
marketing strategy.
Process This includes the process
where the customers need to
go to store and purchase . The
home delivery of these
products is not available . It
should be made available to
provide for convenience to
customers.
This is an online website so
this is very convenient as,
customers just need to order
these products online .
TASK 3
P4 Marketing Plan
It is defined as a layout which consists of designs, plans, strategies and procedures that
would help a company to attain growth and productivity. This plan covers all aspects of a
business. Marketing plan which needs to be implemented must include all strategies and every
minor detail to successfully implemented the proposed plan.
Overview of company: Beauty Giant company is a cosmetic selling brand which was
established in 1994. Respective company is based in UK, and has it's branch stores all across
UK. They are covering a wide range of products, which include toiletries and cosmetics goods.
Mission: To provide world class products aiming at high performance results to it's
customer's, by using tools of innovation and creativity, while keeping in mind satisfaction of
customer's at first place.
Vision: To be most significant and dominant skin care product provider company in the
world.
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Marketing Objectives: It is considered as a crucial task while making a marketing plan. It
emphasises on the desired result which company need to achieve by undertaking a proper course
of action and within a defined time frame. In context of Beauty Giant, it's objectives are:
“To enhance global share with the launch of new product, by 10% in an year”
“To increase the sales performance of company by 15% by the end of 6 months, by
undertaking detailed market analysis.”
SWOT Analysis:
Strengths Weaknesses
As the company is carrying a vast experience
and has a huge customer base in the field of
skin care products (Viswanathan and et. al.,
2012). So, it reflects the high capabilities of
respective company to gain an extra advantage
for respective company in this given field ,
while launching a new product in target
market.
1. Their is a probability of high risk while
launching a new product. As the
company will have to comply with
various legal compliances which can be
a barrier in itself.
2. As the company is launching it's
product for the first time, it may end up
incurring huge cost in R&D which will
create a high risk factor for Beauty
Giant.
Opportunities Threats
In recent years, demand for cosmetic products
have grown very rapidly. Thus, the market is
full of vast opportunities.
Company has been operating in this particular
market for a very long period of time, and thus
they does have a huge customer base and
friendly relations with it's customers, which
will help Beauty Giant while launching a new
product.
New products in this industry type is not well
received by target customers. Main reason for
this is as the customer's tend to rely on the
reviews from other buyers of product.
Presence of high competition is also a threat to
Beauty Giant company. Buyers related to skin
care products are very specific about their
choices and prefers to stick to a particular
brand which is in turn a big threat for
respective company.
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STP Model:
Segmentation: Beauty Giant will carry out segmentation process on the basis of
demographics of UK. With regards to this, the entity has been specifically segmented on the
basis of age and gender of population.
Targeting: In context of respective company, they are targeting their product on basis of
above women belonging to above 30's age group. Their motive behind this is to, tap into a large
target audience group, thus to attain higher sales in the initial period of it's product launch.
Positioning: Beauty Giant will make use of social media marketing techniques, in order
to reach to a large number of people pertaining to targeted audience.
Action Plan:
PARTICULARS 1st Year 2nd Year 3rd Year
Initial investmemt 15000 16000 19000
Borrowings(Bank loans, credits) 13000 10000 14000
Retaining earnings 8000 11000 12000
TOTAL 36000 37000 45000
MARKETING OUTLAY
Promotion activities 12000 12000 17000
Sales publicity 10000 12000 15000
Districbution and supply expenses 6000 12000 14000
TOTAL 28000 36000 35000
Forecast: In the above presented table, focus of organisation is on achieving specified
targets within a specified time frame from a prefixed budget. Beauty Giant is making huge
investments on activities of promotion, from which it forecasted that objectives and goals
mentioned in the marketing plan will be achieved in an efficient and ethical manner.
Control: To efficiently and effectively carry out the planned marketing operations,
respective skin care company manager should possess a good control over the management and
budget. This will ensure respective company to meet stipulated objectives within a defined time
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period. Controlling and monitoring of budget will aid Beauty Giant in maintaining transparency
by carrying out all activities in an fair and successful manner. By this, Beauty Giant is likely to
gain customer's attention which will result to increasing sales during launch of its product.
CONCLUSION
From the above given information, it can be summarised that marketing is known as one of
the most important function of every organisation as this is provide an opportunity to company to
communicate with its target customers. Implementation of marketing activities is very essential
for company as this help in attract large number of customers and support in achieve set sales
objective. Various roles and responsibilities are perform by manager of marketing activities such
as promoting the features of company’s product and many more. Every enterprise apply seven
elements of marketing mix in order to achieve their marketing objective and also formulate
marketing plan to increase the sales of their product.
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