Marketing Essentials Report: Analysis of Beauty Giant's Marketing

This report provides a comprehensive analysis of the marketing strategies employed by "Beauty Giant," a cosmetic company operating in the UK. The introduction outlines the scope of the report, which focuses on the key roles and responsibilities of the marketing function, its interrelation with other organizational functions, and the application of the marketing mix by different companies. Task 1 delves into the essential roles of marketing, including market research, customer needs assessment, and communication strategies, emphasizing their impact on the business environment. Task 2 explores the interdependencies between the marketing department and other crucial organizational units, such as finance and production, highlighting their significance for achieving overall business objectives. Task 3 examines the marketing mix strategies of Beauty Giant and Lush Company, comparing and contrasting their approaches to product, price, promotion, and place. Finally, the report concludes with the development and evaluation of a basic marketing plan for Beauty Giant, focusing on a new product launch, thus demonstrating the practical application of marketing principles.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Describe the key roles and responsibilities of the marketing function..................................1
P2 Defined how the role and responsibilities of marketing interrelated with other
organisational functions..............................................................................................................2
TASK 2............................................................................................................................................4
P3 Marketing mix of different companies..................................................................................4
TASK 3............................................................................................................................................7
P4. Produce and evaluate a basic marketing plan for an organisation........................................7
CONCLUSION .............................................................................................................................12
REFERENCES................................................................................................................................1
.........................................................................................................................................................2

INTRODUCTION
Marketing is the term which is adopt by an organisation to satisfied its customers needs
by providing them goods and services in an effective manner. Also, it can be viewed as a tool or
process that is responsible for creating, delivering, and communicating with their customers and
maintaining the customer relationship so that they able to provide benefit to the company. This
report is based on the “Beauty Giant” which is a cosmetic selling company in UK. In this file, the
main focus on the marketing and the role and responsibilities of marketing function and how
they are interrelated with the organisational other functions. Also, it will be understand that how
the different organisations adopt marketing mix strategy for accomplishing their goals and
objectives. At the end, the marketing plan of Beauty Giant for developing a new product will be
understand.

TASK 1
P1 Describe the key roles and responsibilities of the marketing function
Marketing plays an important role in the organisation as it is considered as a way which
determines the best opportunities in the market so the organisation get success and
growth(Baker, 2016). For achieving the desired outcomes marketing managers adopt various
functions or activities such as marketing research, marketing plan, product development,
distribution etc. In order to accomplishing the organisational goals and objectives these
marketing functions plays a crucial role and responsibilities which are described below:
Marketing research is the foremost responsibility of marketing department as it is
related to the marketing research. With the help of proper research of market Beauty Giant able
to understand about the market opportunities, customers needs, and competitors strength and
weaknesses so they able to operate their business activities which helps them to attain higher
success and profitability.
Meet customers needs and wants is a crucial role of the marketing department in which
they have to concern about their customers needs and wants so they can adopt their marketing
strategy accordingly. For succeeding in the market an organisation needs to understand their
customers preference and choice and then they should conduct their production activities
accordingly which results higher sales and profitability.
Communications and promotional material is the very crucial function of marketing as
in this a marketing manager think about their communication channels and promotional material.
For attracting more customers and create healthy environment in the organisation with the help
of better communication channel an organisation adopt various activities like develop email
marketing program, advertising campaigns, product publication etc.(Morgan, 2012).
Key roles and responsibilities of the marketing towards the environment:
In today's business world marketing is essential at every part of business for operating the
business activities smoothly(Chang, Yu and Lu, 2015). The market environment direct impact on
the operations of the organisation so that if an organisation wants to operate their activities
smoothly then in this process marketing plays an important role and responsibilities which can be
understand by below points:
Market segmentation in the present corporate world, globalisation has covered a huge
place so that an organisation requires gather accurate information about market. A proper market

segmentation helps a marketing manger to deliver proper information customers preferences,
choices, and effective promotional activities as compare to their competitors.
Brand equity is essential for any organisation to maintain their brand equity in the
competitive business world. With the help of proper marketing strategies Beauty Giant can
attract more customers and can increase their brand value of the company among the customers.
This will directly impact on the sales volume and the profitability of the company.
P2 Defined how the role and responsibilities of marketing interrelated with other organisational
functions
Marketing is very important in every function of the organisation as the success of the
organisation depends on it. It is essential for any organisation to maintain a positive relationship
between the marketing department and other functional units so they able to deliver the effective
products and services to the customer and can achieve their desired outcomes(Barrales‐Molina,
Martínez‐López and Gázquez‐Abad, 2014). Here are the explanation of the relationship of
marketing with other departments:
Finance department and Marketing as marketing department is responsible for doing
the planning, research, and evaluation of marketing strategies, for this they required a huge
amount of capital so the finance department helps them to provide appropriate resources for
implement these activities successfully. A marketing department can not survive in the
organisation without proper communication and classification with financial department(Bigat,
2012).
Production department and Marketing are the most important function of the
marketing as it they are related to the main activity of the organisation. So the production
department of Beauty Giant needs to maintain healthy relationship with marketing department as
it will helps them to identify about their customers choices, demands, preferences, competitors
production strategies etc., which helps them to products their goods and service according to that
which result higher sales and profitability.
Customer service provision and Marketing if the customers service team of Beauty
Giant and marketing department will work together, they are able to attract more customers in
their services. Marketing department helps them to aware their customers about their new
services and their products so the customers does not have to face much problems regarding their

products. Moreover, they able to know about their customers needs, interest and their problems
easily and solve them effectively.
Analyse the significance of interrelationships between marketing and other functional units
in the organisation
The interrelationship with all the departments will provide great benefits to the company.
The relationship between the marketing and other function units allows an organisation ton
operate their activities smoothly without any crisis. Due to a healthy relationship between all the
department an organisation able to create proper communication, resolve the conflicts, motivates
the employees towards the organisational goals, and many others. The relationship of all the
departments also inspire the employees to do their efforts towards the organisational goals and
objectives(Flora, Schooler and Pierson, 2018). This will helps the Beauty Giant to increase their
customers base, gain competitive advantage, increase their brand value which results higher
success and growth of their organisation in the market place.
TASK 2
P3 Marketing mix of different companies
Marketing mix is a strategy which includes a proper marketing planning about their
products and services in order to achieve their organisational goals and objectives. In the concept
of marketing mix, it contains various factors within which helps an organisation to make the
right product at right price and deliver at a right place so the target customers can take the
advantage of it(Garrigos-Simon, Lapiedra Alcami and Barbera Ribera, 2012). Different
organisations are adopting different marketing strategies which can be understand by below
given table:
Elements Description Beauty Giant Lush Company
Product This is the first
element of marketing
mix which is related to
the goods and services
which is offered to the
customer for satisfying
their needs. An
Beauty Giant offer
various products to its
customers like
cosmetic products,
personal care products
etc. They have covered
a huge area in the
Lush company is also
an cosmetic retailer
which is dealing in the
natural vegetarian
handmade body care
products. This
company has main

organisation should
produce that product
which have high
demand in the market
along with high
quality, design,
packaging etc.
market(Dahnil, et. al.,
2014).
focus on the
production of bio-
degradable products
and they are also using
re-cycled and re-used
bottles.
Price This is the value of the
products which is a
customers wants to
purchase. An
organisation set its
products price after
considered different
factors such as
competitors price,
customers location,
discounts etc.
They have adopted
skimming pricing
strategy in which they
are serving their
products and services
at reasonable price for
attracting more
customers and
capturing a big market
share(Fan, Lau and
Zhao, 2015).
They are adopting
premium pricing
strategy as they are
leading in the organic
and hand made
products which
contains high cost due
to this they have keep
their price higher.
Promotion Promotional activities
is adopting by a
company to grab the
attention of various
customers in the
products and services.
These activities
includes sales
promotion, direct
selling, advertising,
and many more.
For attaining the
attention of it
customers they are
advertise their
products and service
through newspaper,
TV, radio, magazines
etc. Also, they are
adopting tag-lines to
directly impact on the
customers mind.
There are several
methods by which they
are promoting their
products like they are
advertising online and
offline. Also, they are
adopting personal
selling method and for
attracting various
customer they are
providing discount
offers if their customer

products from its
websites or stores.
Place The success depend of
the organisation
depends on this
element as it refers to
effective distribution
centre and that
location where the
products are selling.
For attaining higher
sales an organisation
should choose that
location and
distribution where
their customers can
easily reach.
They have almost 50
outlets in across the
UK which helps them
to introduce more
customers from their
products and services.
Lust has operating
their activities in the
all over the world as
they have almost more
than 1000 outlets in
around 44 countries
and its headquarter is
situated in Poole, UK.
They are also deliver
their products through
various online
websites(Constantinid
es, 2014).
People People are considered
as those who plays an
active role in
providing the products
and services to the
customer like
employees. An
organisation needs to
employ right people in
order to shape the
brand and attain higher
productivity.
Beauty Giant has well
trained and qualified
employees in their
organisation which
helps them to meet
their customers
demand and needs on
time and effective
manner.(Finch,
Nadeau and O’Reilly,
2013).
They have highly
trained and skilled
employees in their
work place. As they
are working without
any machine and
chemical so they
employ skilled and
capable employees inn
the organisation.
Process It includes those For sustaining their For providing better

process and flow of
activities by which an
organisation deliver
the products and
services to the
customers. It also
considered all the
process which are
related to the
complaint
management, reverse
supply chain etc.
brand value they are
adopting various
processes such as
customers service
process, training and
development
programs, effective
packaging process and
brand management
process in their
organisation.
services to their
customers they are
adopting customer
services management,
operating online
services process, and
many others.
Physical Evidence This element has great
impact on the
customer mind as it is
related to the physical
appearance of its
outlets, packaging,
delivery receipt etc.
For maintaining their
physical appearance
they are concern about
the effective designing
of their stores, staff
presence, products
packaging etc.
They have huge
presence in across the
world as they have
almost 13,650
employees and approx
1000 stores in the
world.
Evaluate different tactics in order to accomplish business objectives and goals:
The company is more concerning about their market and customer segments so they need
to focus on the different tactics or tools which will assist them that how they can achieve
competitive advantage, customers belief, and brand loyalty(Magrath and McCormick, 2013).
Beauty Giant is using different tactics includes effective pricing strategy, promotional actions,
and different processes in order to capture huge market share and establish strong customer base.
These all the techniques helps them to find about their customers preference, their competitors
strategies and their customers needs like which product they want at which price and where. This
will helps to attain their customers satisfaction and loyalty which provide various benefits to
them like higher profitability, enhance productivity, and attain great success and sustainability.

TASK 3
P4. Produce and evaluate a basic marketing plan for an organisation.
A marketing plan can be understand by that framework which contains one or more than
one marketing strategies. This tool is used by the organisation to organise, execute, and track
their marketing strategies in a specific period of time. Here will be discussed about the marketing
plan of Beauty Giant as they are going to launch a new produce in the market.
Overview of the company :
Beauty Giant is the well known cosmetic company which dealing in the a range of beauty
and health care products. They are providing their products for both the men and women
through the 50 branches in the UK. The company want to launch a new product in the market
which name “Forever Young” it is an anti-ageing product. They have targeted 30 markets in
which they are going to launch their product in order to get succeed and achieve growth in a
respective manner(Laczniak and Murphy, 2012).
Mission of the company : The main mission of the company to achieve a huge customer base by
satisfying them with their new product.
Vision of the company : The vision of the company is to capture a big market share and become
a world famous cosmetic brand.
Marketing Objectives
For attaining their customers attention they need to focus on the SMART objectives
which are defined below:
 Specific: The foremost objective of the company is to gain competitive advantage so they
will be able to maintain their sustainability in the market (Järvinen and Taiminen, 2016).
 Measurable: For successfully attaining its goals and objectives they will measure the
customer interest, needs, and market segments.
 Attainable: They will focus on their available resources and employee that they are
sufficient or not for launching their new product.
 Relevance: The will make a relevant plan related to the profit they tries to increase their
profit share form 70% to 90% for gaining the competitive advantage.
 Time bound: For competing this project they have determined the 6 months of time
period.
SWOT analysis and PEST analysis of the Beauty Giant :

It is essential for the them to identify about their all the external internal factors which
can impact on their organisational performance. For the internal analysis Beauty Giant should
adopt SWOT analysis which will help them to know about their strength and weakness and also
tells them the opportunities and threats of their business.
Strength Weakness
 The company has able to covered
almost whole UK market which is
becomes big strength of
them(Fischinger, et. al., 2015).
 They are showing the interest in
expanding their business in rural areas
which prevent their success in a high
position.
Opportunity Threats
 It is the great opportunity for them to
increase the rate of outlets number so
which will helps them to cover a big
market share.
 The biggest threat for them is to
competition, if their rivals provide
better quality of products then their
customers might switch their brand.
PEST analysis of Beauty Giant :
Political factor : This factors refers to the government policies, rules and regulations.
These factors does not large impact on the Beauty Giant as they are leading in the UK and in UK
government policies does not change vary quickly.
Economical factors: The changes which occurs due to the changes in economy factors
like interest rate, inflation rate, etc. comes in these factors. For example, in the developed states
where the human development index is high and they have good economy then it will be more
beneficial for the Beauty Giant(Erevelles, Fukawa and Swayne, 2016).
Social factors: In this factors the technical trends and customer preferences are included
which plays an important role. It might create issue for the company as which ingredients they
are using in their product it might happen that some people consider these ingredients not
suitable for them.
Technological factors: These are related to new innovations and technologies. For
instance, if the Beauty Giant using new technologies in developing their new product then they
will get more customers attention.

Marketing Mix of the new product ' FOREVER YOUNG ':
Product: While launching a new product Beauty Giant needs to main focus on their
product quality, designing, packaging etc. so they will be able to more customers in their
product.
Price : As they are going to launch a new product then they should adopt skimming
pricing strategy at initial level so they able to maintain their customers belief and loyalty.
Place : For seeking the more customer attention they need to choose that place from
where their customers can easily purchase their products.
Promotion: This is the element by which they can attract more customers. For
successfully operate their activities Beauty Giant needs to adopt direct marketing selling or
advertising activities through TV, radio etc.(Bigat, 2012).
Process: They need to adopt the customers management process, training and
development programs etc.
People: For successfully operating their activities related to their new product they need
to appoint skilled and talented employees in their organisation.
Physical evidence : They must focus on the physical appearance of their products
designing, packaging, and stores designing.
STP for the business :
Segmentation- Beauty Giant should adopt the Psycho-graphic segmentation so they able
to produce their new product after considering the lifestyle of the people, their interest, opinions,
activities which will helps them to produce products accordingly which results higher sales and
profitability(Finch, Nadeau and O’Reilly, 2013).
Targeting- They will targets the females who's age is above from 35 to 40 years. This
product more suitable for that women.
Positioning- While launching their new product they will focus on their position along
with their strategies and activities. For securing the higher position they will produce its products
according to the latest techniques which will helps them to produce at lower cost and earn higher
profit.
Marketing Budget For Beauty Giant :
Before launching a new product they must create a estimated budget by which they able to know
their estimated and future cost of their strategies and activities.