Marketing Essentials Report: Roles, Marketing Mix, and Plan Evaluation

This report delves into the core aspects of marketing, beginning with an introduction to its fundamental role in business, encompassing product planning, sales, and promotion. It outlines the responsibilities of the marketing function and its interplay with other departments within a company. The report then examines how two companies apply the marketing mix to achieve their business objectives, with a detailed analysis of The Body Shop. The 7Ps of the marketing mix (Product, Price, Place, Promotion, People, Physical Evidence, and Process) are analyzed for both The Body Shop and L'Oreal. Furthermore, the report evaluates a basic marketing plan for The Body Shop, including an executive summary, strategy, and tactics. The report concludes with a comprehensive analysis of the marketing strategies employed by the companies, providing insights into how they achieve their business objectives and address market challenges. The report provides a clear understanding of marketing principles and their practical application in a business setting.

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................3
PART 1............................................................................................................................................3
Role and responsibilities of marketing function ........................................................................3
Marketing department work and support other departments in company...................................5
PART 2............................................................................................................................................7
Marketing mix applied by two companies to achieve business objectives.................................7
Marketing Plan............................................................................................................................8
CONCLUSION .............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing is very essential within business, it is one of the most effective and common
function of in company, includes product plan, sales, promotion etc. this functions includes
different responsibilities of overall business and accountable for success and progress of firm
(Mishra, and Modi, 2016). Marketing consists of organizational activities and individual that
expedite and facilitate satisfying exchange relations in effective way through distribution, pricing
of products, ideas and creation of ideas. This report is begins with the brief description of
marketing functions roles and responsibilities, it explain the interrelation of marketing with other
functions in modern company. Furthermore, justifies how different organizations apply
marketing mix to achieve business objectives and evaluate the basic marketing plan for The
Body shop.
PART 1
Role and responsibilities of marketing function
Marketing is the procedure and act of selling and buying products, creating
advertisements for specific goods. It simply define as activity of communicating with people, set
of creating ads, exchanging offerings that is valuable for consumers. It includes delivering,
advertising, selling goods to people or any other business, marketing process generate awareness
among people about goods of company through advertisement and commercialization. Through
marketing organization provide information about their services and goods to its target
consumers easily and grab their attention.
Marketing concept is a philosophy in which business analyses the needs of people and
then take decision to meet with their demands and satisfy those needs better than the other
companies within marketplace. The action taken by business to bring attention of consumers and
offering physical products to increase sales is known as marketing concept (Kozlenkova and
et.al., 2015). Attracting clients and keeping them for longer is one of the biggest challenge for
firms in recent era, through effective marketing concept they can do so.
Roles and accountabilities of marketing function in context of modern company-
Marketing is the process that affect people lives, it defines as actions that create value
through exchange of goods between two parties. It play essential role in business, it help to build
and established connection between company and its consumers by offering the best quality
goods to market. Through advertisement, people get to know and understand the value to goods

and get information that is helpful to consumers. Marketing play vital role in modern
organizations, due to competitive environment firms face challenges in order to sustain for
longer time in market, which is possible when they have strong consumer base. Now, in this
situation, marketing role is to attract people, through creating the best promotional plan or
strategies. For example, The Body shop is modern firm, they sell women and men toiletries from
different world. Thus, marketing role is to spread information about company's goods, build
relation between them and frequently interact with public. Role of marketing through marketing
department, they are;
Marketing strategy-It is the main function of marketing, strategies of promotion introduce
innovative idea in selling services and products in marketplace to reach potential consumers
easily (Bai and Chang, 2015). Creating marketing strategies is the most essential role of
marketing that help to reach target people.
Market research- Marketing function is responsible for conducting market research, it is
the market exploration to investigate targeted clients for The Body shop products. Marketing role
is to gather information about people, their likes and dislikes, demand and expectation towards
goods.
Segmentation of market-It is one of the element of marketing function, marketing
department role is to separate different market for company development and growth. They are
accountable to find out the certain market which is beneficial for business and help company to
increase their profit margin.
Customer analysis-In simple words, clients analysis is a research that is done for
satisfaction and demand of people, it is form of survey that help to analyse internal customers for
sales info, external consumers through social media platforms for understanding needs of people
and way of satisfaction.
Competitors analysis-Role of marketing is to analyse competitors within marketplace, it
is the procedure to find out other companies activities in similar place. Through analysing
competitors, Beauty Gaint identify current market trends and demands of their customers, it help
to provide competitive benefits for organizational development.
Generating awareness among public is the major responsibility of marketing function in
company. Through promoting awareness company gain trust of people and well established their
connection with market as well as targeted audience (Kotler and et.al., 2015). Marketing

functions is accountable for building good reputation of organization in market place by creating
the best advertisement plans and strategies that effectively promote goods and services of
business. For example, product promotion is integral part of marketing, accountable to attract
people's and influence other as well.
Marketing department work and support other departments in company
Without marketing department in organization, marketing of products is inconceivable,
firm is being aware that they need to get its message to customers through marketing functions.
So it is essential to have marketing section as they are responsible for working with other
department in The Body shop and support them.
Marketing department support and work with HR department-
When Human resource and marketing department work together they both provide
benefit to company from collaboration. These benefits translate into the benefits for potential
workers, consumers as well as others. HR department hire new applicants in company, through
promotion strategy and plan they can support attract talented candidates towards business.
Human resource department recruit workers for company, in order to gain high position within
marketplace. On the other hand marketing department develop job promotional strategies to react
out to knowledgable people. When company required effective workforce, they can take help of
HR department and this department with the help of marketing create job advertisement
effectively. HR also support marketing department to recruit strong team of marketing section in
firm. For example, they scoping out job, advertising vacancy and person profile, HR assist
interview and get the best talented and skilled marketing assistant in context of business.
Marketing section work with research and development department-
R&D department is the engine and main part within company which generates new
concept and ideas, create new services and goods (Armstrong and et.al., 2018). For example, The
Body shop is one of the best cosmetic provider organization, they produce and develop goods in
order to sustain manufactures need to continually develop and research new products in
marketplace. Through marketing department, research and development section gather
information related to perspective of customers and market trends which is beneficial for
producing goods according to it and make them able to satisfy consumers. Development
department is accountable to introduce and innovate new goods and also responsible to improve
the existing ones. Through marketing department, they easily introduce range of products to

target market and increase profit margin. Marketing department closely work with R&S section
within company and support each other in order to grow business and build their position in
market.
Marketing department work with finance department-
Marketing is social procedure by which customer and individuals obtain what they want
and need through exchanging and creating goods and values with others. Finance department and
marketing is distinct and separate section, but work together to manage effectiveness of
advertisement campaigns and to monitor sales trends (Pride and Ferrell, 2016). Finance
department allocate funds for marketing activities because, without effective promotional plan,
company cannot be able to reach at target consumers and attract them. Through getting funds
good promotional campaigns is possible operated by marketing manager that help to increase
sales.
Marketing department work with IT department-
IT department role within company is to maintain, design and help company information
technology infrastructure. They are accountable for managing software and hardware related
issues as well as computer networking problems in The Body shop. Marketing department entire
work is based on technology, due to some technical issues the whole process of advertisement is
stopped which is not suitable for brand image in market and it results in decrease of profit
margin. At this situation, the interrelation of marketing department between IT is clearly defines.
Professionals in IT department solve issues related to computer and all the technical issues, they
provide technical supports, updates websites and programming systems. Through updating
overall computer systems IT section provide an opportunity to marketing department run their
operations effectively.
PART 2
Marketing mix applied by two companies to achieve business objectives
Objective of The Body shop, is to sell and produce their own products.
7P's The Body shop L'Oreal
Product It means services and goods
combination offer by company to
target people (Mohammad, 2015).
On the other hand, as compare to
The Body shop, Lotus has wide
portfolio of brands, they produce

They start selling and producing their
products under own brand name,
organization focus on quality of goods
which meet with consumer needs and
satisfy them as compare to other firms.
In order to beat Lotus, company start
manufacturing their products within
natural ingredients.
range of goods related to
cosmetics and beauty earlier than
other company and has strong
brand image in marketplace.
Price As compare to L'Oreal, The Body
shop adopt penetration pricing
strategy, as they start manufacturing
goods which does not have strong
brand image as compare to others. In
order to attract new consumers as well
as existing ones this strategy is used
by them by offering low price during
initial stage.
L'Oreal adopt dual pricing
strategy, they decide to sell their
hair care products in more
affordable prices which is
beneficial for business.
Place Place is the most essential aspect of
marketing strategy because where
company distribute their goods must
be convenient for consumers. The
Body shop decide to sell their products
in mall, where number of people visit
daily. Shopping mall is the best place,
most of the people comes down to new
goods where it is being available for
them in right place.
As compare to The Body shop.
Based on different goods
divisions L'Oreal products is
made available to consumers
worldwide, each of its goods is
available at retail outlets,
departmental stores, cosmetics
stores and its own brand
boutiques.
Promotion As compare to L'Oreal, The Body
shop adopt digital marketing plan
which is beneficial for them and trust
L'Oreal is leading brand so their
promotional strategy is also
different, attractive models is

worthy. Through digital marketing
functions they generate awareness,
spread info about new products and
become a leading brand in market.
company brand ambassadors that
help to promote their goods all
over the world.
People The Body shop hire local people,
because they can serve better service
to its consumer and have better
understanding about needs and trends
in market (JAIN, 2017). People is the
important elements of any experience
or services.
As, compare to BG, L'Oreal
trained workers in their stores to
improve their skills, it make them
able to communicate with
consumer effectively.
Physical evidence It is material part of service,
equipments, logos, buildings, business
reports, websites and other elements is
included in physical evidence. The
Body shop launch their new logo
which is quite different from L'Oreal.
L'Oreal has their own website,
where people place their order for
particular products.
Process Organization is mainly focusing on
product quality, use natural ingredients
because people wants herbal cosmetic
goods that does not harm skins and
suitable for every skin type.
On the other hand, L'Oreal only
focus on quality less than using
natural ingredients.
Marketing Plan
Executive Summary
Marketing plan is the document that outlines marketing strategy and tactics of the new product.
This plan highlights the objective and internal and external environment of the organization.
Further this plan highlights the STP and the element of the 7 p's for the new product. After that
report highlights the budget and monitoring & controlling technique used by the organization for
the new product (Armstrong and et.al., 2018).

Company Overview
The Body shop is cosmetic selling company that has more than 50 branches all over the UK.
Usually they used to sell the men and women toiletries from various world renounced brands.
Company is now looking to introduce a new anti-ageing
product called ‘Forever Young’ by their own name.
Objective
The main objective of the company is to launch new anti ageing product “Forever Young” in the
market with the sole motive of increasing the sales of the company by 20 percent by the end of 2
years (Mohammad, 2015).
PESTLE Analysis
Political Factor: Political factor are in the favourable side for the new product of the
organization as political party of UK used to support the local company to establishes their
product which will help the company in dealing in competitive market.
Economic Factor: Economic factor are also in the favourable side for the new product as
UK economy has shown a good growth in the last couple of decade. Inflation rate in the UK is
very low which is on a favourable side for the new product.
Social Factor: Social Factor are also on a favourable side for the new product as there is
a good demand of anti-ageing
product in the market specially in the women, which will eventually help the company in
promotion of the new product.
Technological Factor: Technological factor is not on the favourable side for the new
product as in rapidly changing technology environment it is very important for the organization
to regularly evaluate the technique of production and implement the required change in it (JAIN,
2017).
Environmental Factor: Company new product will able to defend environmental factor
very easily as eco friendly raw material will be used in the packaging of the new product.
Legal factor: Legal factor are on the favorable side as all the operation of the company
are performed by looking at the law and regulation of the country.
SWOT ANALYSIS
STRENGTH
Goodwill: It is the biggest strength of the The
WEAKNESS
Market Area: It is the biggest weakness of the

Body shop as The Body shop is able to earn
the good name in the market due to the quality
of the product offer by the company in market.
Financial Position: As company is able to
earn good name in the market, it has helped the
company in earning good profit in last couple
of years which has eventually building a good
financial position of the company.
company as company only used to operate in
the local market of the UK, which eventually
cuts down the market area coverage of the
organization.
Range of Product: It is the another weakness
of the organization as company is having very
less number of product line to offer to the
customer.
OPPORTUNITY
Technology: Their is a good opportunity for
the organization to adopt the new technology
to produce the unique product which has not
produce by any competitor in the past.
THREAT
Competition: It is the biggest threat of the
company as The Body shop used to dealt in the
highly competitive market.
STP
Segmentation: The Body shop will be segmenting the different group of the consumer.
The main basis of the segmentation will be gender and age of the consumer in the market
(Chernev, 2015).
Targeting: The Body shop will be targetting female group of the consumer for selling
the product. In that also the organization will also make sure that the female in the age group 18 -
50 years are specially targeted to sell the product of the company.
Positioning: The Body shop will be using different pricing strategy and promotional
strategy to promote the product of the company in front of the targeted customer.
Marketing Mix
Product: The Body shop will be launching new anti-ageing product in the market with
the name “Forever Young”. The product of the company will be developed with the help of the
eco friendly technique (Blockeel, and et.al., 2016.).
Price: The Body shop will be using screaming pricing strategy to sell the product in the
market in which the price of the product will be kept at a lower side to attract the larger number
of the customer toward the product.

Promotion: The Body shop will be using mixture of the promotional tool to promote the
product of the company in the market. Company will be promoting the product on both the social
media and local platform i.e. news paper, radio and T.V. advertisement.
Place: The Body shop will be selling their product in more than 30 market of the UK
with the help of both direct and indirect distribution channel.
Packaging: Packaging of the product will be done in two type of the bottles i.e. 350 ml
bottle and 750 ml bottle. Eco friendly raw material will be used in packaging of the product.
People: The Body shop will be giving the training to the employee of the organization in
such a manner that they are able to satisfy the need of the customer very efficiently and also
different reward scheme will be launched in the organization.
Physical Evidence: The Body shop have 50 store registered in their name and also
company will be using the logo of the company to promote the product of the company (Rastogi
and Trivedi, 2016).
Budget
April May June July August September
sales 20000 35000 40000 45000 55000 64000
total cash 20000 35000 40000 45000 55000 64000
rent 5000 5000 5500 5500 5500 5500
salaries 10000 10000 12000 12000 12500 12500
office exp. 2000 2000 2000 2000 2500 2500
advertise
exp. 1000 1000 1500 1500 1500 1000
total cash 18000 18000 21000 21000 22000 21500
net profit 2000 17000 19000 24000 33000 42500
Monitoring and evaluation-
Through self monitoring, it is easy to monitor the effectiveness of marketing plan. By
evaluating progress of plan, company also measure effectiveness and success of plan. Manager,
evaluate return on investment that help to understand about marketing plan is going well.

CONCLUSION
From above, it has been summarized that Role of marketing in modern company is to win
and please loyal support of their clients. Marketing function is accountable for gathering
information and their role is to gain competitive benefits through creating and developing new
promotional plans which is beneficial for business success. Marketing department in context of
company work with many functions in modern company such as finance department, IT, HR as
well as Research and development closely. Furthermore, via producing and creating marketing
plan The Body shop will achieve their objectives. They apply different type of pricing strategy
like penetration pricing as compare to L'Oreal that help to drive people towards them.

REFERENCES
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through:<https://www.entrepreneur.com/article/70824>.
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(Gürel and Tat, 2017)
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