Marketing Report: Marketing Concepts, Case Study, and Marketing Plan

This marketing report delves into core marketing concepts, including the definition of marketing, marketing concepts, and the roles and responsibilities of a marketing department. It emphasizes the importance of interrelationships between the marketing department and other functional departments within an organization. The report then presents a case study on Beauty Giant, a cosmetic company, and analyzes its marketing strategies, particularly focusing on the launch of their new anti-aging product, 'Forever Young'. The report compares Beauty Giant's marketing mix with that of Unilever and culminates in the development of a comprehensive marketing plan for 'Forever Young', detailing objectives, strategies, and the application of the 7Ps of marketing to achieve market leadership and consumer preference.

Marketing

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Contents
Task 1...............................................................................................................................................2
Task 2...............................................................................................................................................5
Case Study....................................................................................................................................5
Marketing Plan.............................................................................................................................6
Bibliography..................................................................................................................................12

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Task 1
Definition of marketing
Marketing is the process of promoting and selling products or services in the market (The
Economic times, 2019). Marketing includes the advertising, selling and delivering goods to
consumers or the other businesses. It is essential for the organization to promote the product in
the market to spread the awareness in the market. Marketing is an overall action that a company
has to draw a relation with the customers to maintain the relationship with them so that they
operate with the cooperation of their consumers in the market. Marketing is also the process in
which the organization targets those consumers to whom the company wants to provide the
goods or services. The matching of product to consumers ensures the high profitability of an
organization (Armstrong, Kotler, Harker, and Brennan, 2018).
Marketing concept
Marketing concept is the philosophy that the organization should analyze the market or needs of
their consumers to take the decision. The company can analyze the customer needs in order to
take the decision so that they provides the product as per their requirement to consumer. It helps
to provide the higher level of satisfaction to consumers better than the competitors. Marketing
concept is an approach that an organization adopts to satisfy the consumer needs, beating
consumers, increasing sales and the maximization in profit. There are five types of marketing
concepts that an organization adopt and implement such as product concept, marketing concept,
production concept, selling concept, and societal marketing concept (Iedunote, 2019). The whole
concept of marketing is totally relies on these five concepts to provide the good or services to

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consumers as per the requirement. It provides the higher level of satisfaction to consumers as
these five concepts based on their production to selling process (Dinnie, 2015).
Role of the marketing department and its responsibilities
The marketing department shows the vital role in the marketing environment. It means the
promoting the organization just because of goods or services in the market. Marketing
department represent the face of the company in the market in terms of production or
coordination. It is the marketing departments that help to reach out to the consumers, suppliers,
public, investors and the community. The marketing concept spread the network in the market to
represent the positive light in the environment. Marketing departments have the different roles
and responsibilities toward the marketing environment such as consumers, suppliers, etc. The
main role of marketing department is to offer the information to the consumers in order to spread
the awareness related to the product in the market (Serrat, 2017). Promoting the goods or
services in the market is the main duty of the marketing department that helps to increase the sale
or enhance the quality of product. The marketing department organizes the campaigns to
promote the products or services in the market so that the large number of consumers attracted
towards the organization. Marketing department has the different roles towards the consumers,
suppliers, and the others due to which the environment of the organization or market is maintain
healthy (Kerin, and Hartley, 2015).
For example-
Marketing department helps to analyze the needs and desires of the consumers due to which the
organization can deliver the services as per their requirement. It is observed that the sales of the
organization is relies on the needs and desires of the consumers. Marketing department has the

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responsibility to analyze the needs and wants of the consumers but it also has the duty to provide
the information to consumers related to the product or services. It is required for the consumers
to have the knowledge about the product or services that is delivered by the company to the
consumers (The Hartford, 2019).
Marketing department provides all information related to inventory of the organization to the
suppliers so that the quantity and quality of product is maintain. Marketing department of the
organization maintain the information related to the product so that they gives order of raw
material to the suppliers (Kirova, 2017). It is necessary for the organization to provide the
information related to raw material to the suppliers in order to operate smoothly in the market.
The marketing department also has the responsibility towards the competitors. An organization
has many competitors as they provide the similar services to consumers. Marketing department
analyze the strategies or techniques of competitors that are implemented at their workplace to
achieve the high objective. It has been seen that the responsibility of the marketing department is
to spread the awareness of the good or services in the market so that the demand of consumers
towards the organization is increases more than its competitors (Rowley, 2017).
Importance of interrelationships between marketing department and other functional
departments of the organization
Marketing is a strategic discipline which supports the most activities of the organization and their
different departments. The marketing department of the organization has the interrelationship
with the other department of the organization such as finance department, human resource
department and the production department. The marketing department will essential to work
closely with the department of production in order to ensure the item that can be manufactured as

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per the consumers need and wants. It also ensure the generation of volume of order that can be
met within the minimum time period that is required for delivery (Feng, Morgan, and Rego,
2015). It is necessary for the organization to deliver the goods appropriately to consumers with
the same quantity and quality (Bai, and Chang, 2015).
Finance department also requires the marketing department to ensure the acceptable budget in
order to meet the requirements for exploration, promotion and distribution. The relationship
between the marketing department and finance department is based on their roles and
responsibility towards the organization. Marketing department provides the information related
to needs and want to consumer to the production department so that they maintain the list of raw
material that is required to develop the budget. Preparing the budget is the essential role in the
organization specially to operate the business effectively in the market.
The marketing department of the organization also has the responsibility towards the human
resource management in order to ensure the appropriately skills and staffing levels that are in
place to research and grow new product ideas, meet production targets and also to generate an
ambitious team. The responsibility of marketing department towards the HRM shows the
interrelation between the other departments of the organization (Stead, and Hastings, 2018).
Task 2
Case Study
Beauty Giant is a cosmetic company that delivers or sells the cosmetic products to the
consumers. The company has overall 50 branches in the market of UK in which they delivered
the toiletries of different brands of men and women. Usually, the company does not produce
their own goods to deliver to goods to consumers. But nowadays, the company thinks to launch

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the product of new anti-ageing product which is delivered with the name of ‘Forever Young’.
The main target of this product is 30’s market as it is an anti-ageing product that protects their
skin from bacteria’s. The company sells their product in the market with the motive to become
the market leader. It specially introduce this product to those consumers those are conscious
about their skin so that it becomes the first preference of the consumers.
As per the case study, it has been seen that the company requires has to develop the market plan
so that they attain the higher level of success in the business. The company developed the
marketing plan on the basis demand of the consumers. Being the marketing manager of the
organization, the plan will be developed with the purpose to attain the success. The marketing
plan of the company consist 7P’s that helps to influence the consumers to buy the products or
services of its organization such as Price, Product, Place, People, Promotion, Process and
Physical Environment (Lovelock, and Patterson, 2015).
Comparison with the other organization
Marketing Mix Beauty Giant Unilever
Price It implements the low cost
strategy to attract the
consumers towards the
product of the company
Unilever has high brand image
due to which it use premium
price strategy to deliver the
services

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Product The company does not provide
their own product to
consumers. They sell the
product of different companies
by using their name on it.
Unilever provides the wide
variety of products to
consumers in cosmetic
industry.
Promotion Promotion is the technique
that is used by the company to
promote the product in the
market. The company uses the
traditional tools to promote the
product.
Unilever promote their
product by using the modern
techniques or tools to aware
the consumers about their
product.
Place Beauty Giant has effective
supply chain management due
to which they distribute the
goods in a large area.
Unilever distribute their goods
in different countries as it has
wide operation in the world.
It has been seen that the Beauty Giant requires to improve the services so that it can compete the
competitors. Both the organizations have different activities or ways to promote the product in
the market. The companies also have different supply chain to deliver the product to consumers
in the market. The company has to build the marketing plan in which the focus of the
organization is on the supply chain management. It has been found that the organization has to
focus on modern techniques to promote the product as the consumer’s uses the modern tools for
their entertainment. The other factor that the company has to focus is its price as the competitors

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gain the competitive advantage just because of its price adjustment. It is also required to focus on
the other factors as well in which they attain the higher level of success in the business such as
process, physical evidence and people. The company has to develop the plan on the basis of
these weakness factors.
Marketing Plan
Marketing Plan is a report that highlights the marketing strategy that helps the organization to
attain the success in the coming future. The marketing plan of the organization contains all the
information related to the production to services (Chernev, 2015). Marketing Plan of the
company is design on the basis of 7P’s such as promotion, place, price, product, physical
evidence, process and people. These 7P’s helps the organization to gain the competitive
advantage by attracting the huge number of customers. The marketing plan of Beauty Giant is
developed on the basis of factors that become the weakness of the company in the coming future.
As discussed above, the company wants to launch the product in the market by using the natural
ingredients. Forever Young is the name given by the company to its anti-agent product that
manufactures to attract the health conscious consumers. The marketing plan of Forever Young is
developed as below:
Introduction-
The purpose of marketing plan is to spread the awareness of product of the organization
“Forever Young” to become the market leader or the first preference of the consumers in the
market. Beauty Giant can target the consumers those are very conscious about their skin and
health.
Objective

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There are three objective of developing the marketing plan of Beauty Giant to launch the anti-
ageing product that is “Forever Young” in the market. These are discussed below:
 The main objective of Beauty Giant is to influence the consumers to increases the sale of
product.
 The second objective of generating the marketing plan of Beauty Giant is to beat the
competitors so that the consumer prefers the company’s product.
 The third objective of developing the marketing plan is to seize the high market share in
the market (Kotler, Burton, Deans, Brown, and Armstrong, 2015).
Strategies
It is required for the organization to implement the strategies and techniques to attain the
objectives. The strategies of the organization are developed on the basis of the objective so that
the company becomes the market leader in the market. It is recommending that the company has
to develop the marketing mix strategies for the organization to achieve the higher level of
success. Marketing Mix contains 7P’s that should be implemented at the workplace as the
strategies to gain the advantage of competition (Išoraitė, 2016). These 7P’s are discussed below:
(Source: Acutt, 2019)

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Price
Price of the product is an amount that a consumer spent to purchase the product of the
organization. It is essential component of the marketing mix as it helps to attract the consumers
towards the goods or services of the organization. Adjustment of market price of product has a
direct impact on the overall marketing strategy and it also affects the demand and sales of
product. It has been seen that the company has high brand image in the market just because of its
delivery of toiletries of men and women. But now for launch the anti-ageing product, the
company has to implement the premium price strategy to attract the consumers those are
conscious for their skin. The people of age 30 are more conscious for their skin due to which
they are ready to pay the higher amount for their skin products. It is a fact that the consumer
always prefers the high price of skin product to protect their skin. Premium price strategy is
beneficial for the organization to earn the high profit so that it can easily grasp the high market
share in the market (Festa, Cuomo, Metallo, and Festa, 2016).
Promotion
Promotion can boost brand recognition and sales as the consumers are getting information
towards the product and also about the company. Promotion strategy contains the various
elements and these are public relations, advertising, sales organization, and sales promotion.
There are various techniques through which the organization can promote the product to the
consumers. Modern or tradition techniques are the two techniques in which the organization can
promote its “Forever Young” product in the market. It is recommending that the company has to
implement the modern technique to promote the product. Social media, online websites are the
two tools that can be used by the company to spread the awareness about the product. Nowadays,

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it has been seen that people use the modern tools for their entertainment that is why; it is an
appropriate tool for the company to provide the information to the large number of consumers
(Felix, Rauschnabel, and Hinsch, 2017). It also attracts the consumers through creative
advertisement on the social sites and online website (Todorova, 2015).
Place
Place is an element of marketing mix that helps to set the position in which the organization can
distribute their product with the minimum time or with the high quality. It is observed that
setting the place also helps to reduce the cost of delivery of the product. Beauty Giant has to
distribute the raw material of product can easily available so that the cost of importing or
exporting is reduces. The company has to distribute the product to the cities of UK those are
highly populated with the age of 30’s such as London, Birmingham (West Midlands), West
Yorkshire, and the others. It is beneficial for the organization to distribute the product to these
cities in order to attain the higher level of success in the business.
Product
Product is an item that is manufactured by the company to fulfill the needs or wants of the
consumers. It is required by the company to put changes in the product according to the needs
and desires of the consumers so that the large number of consumers prefers to buy their product.
Forever Young is the product that is developed by the company by using the natural ingredients
that are required by the consumers. It has been seen that the conscious consumers always prefers
natural ingredients for their skin. Although, the company produce the product as per the
requirements of the consumers but it is suggested that the company has to implement the changes
in their product by using the different ingredients (Aslam, 2018).