Marketing and its Application: A Comprehensive Report

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Marketing and its application
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Table of Contents
Part 1 -LO1 The role of marketing in modern organizations..........................................................3
Part 2- LO2 & LO3..........................................................................................................................6
Reference List................................................................................................................................13
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Part 1 -LO1 The role of marketing in modern organizations
Marketing can be defined as the process of building relationships such that the customers can be
satisfied. It is the investigation as well as management trade relationships. Marketing is a
primary element of business management. Marketing includes advertising as well as market
research that is an action of promoting as well as selling commodities or services. The concept of
marketing involves three concepts namely creating data or message, branding along with
positioning (Kotler et al., 2015) Marketing makes people interested in the products and services
that an organisation provides. Marketing involves market research, evaluation as well as the
process of comprehending the interests of the customers. It involves development of products,
methods of distribution, sales as well as advertising. Marketing involves time, cost as well as
space.
The process of marketing is one of the essential activities of every company and it is associated
with other activities of other departments. The marketing officials of every company have to
complete several roles, responsibilities, and some of the general features. The roles and
responsibilities of the marketing will be shown in the study. A proper marketing plan will be
created along with gathering a proper response for it and this will be based on the current market
demand and the requirement of the customers. The marketing plan will be used to make the
proper deduction associated with the strategic approaches of the companies.
The concept of marketing is the philosophy in which the organisations analyse the customers’
needs and desires such that proper decisions can be taken such that they can be satisfied in a
better way as compared to services provided by other organisations. Marketing concept involves
the concept of production, product, the concept of selling, the concept of marketing and the
concept of societal marketing (Sanclemente-Téllez, 2017). The production concept was defined
as the business that is production oriented that controlled the market in the beginning. However
in the mid of 1950’s the concept of marketing involved the issues of manufacturing, efficiency
and production. The concept focuses on offering the products to the customers at affordable rate.
The concept of product emphasises on the process of delivering goods and products of high
quality to people. This concept does not emphasise on availability and price of the commodities.
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The concept of selling focuses on the sale of commodities and services irrespective of the quality
or need of the consumers. The concept focuses on the behaviour of purchasing of the customers
if an organisation is too aggressive for the sale of the products. The concept does not emphasise
on the process of creating relationship with the customers (Homburg et al., 2017). The
marketing concept emphasises on the customers at the core. This concept focuses on
comprehending the needs and desires of the customers such that proper strategies of marketing
can be devised based on market research that starts from product concept up to its sales.
The societal marketing concept is a new concept on marketing that focuses on the needs of the
market that has been targeted such that better value products and services can be delivered to the
consumers as compared to the rivals. The concept of societal marketing focuses on the
significance of well-being of the consumers. The marketers work by considering social as well as
ethical considerations. Marketing has evolved over several years, as during pre-industrial
revolution or before industrial revolution; marketing was an era of simple trade, from 19th
century up to 1920 marketing was an era of production, from 1920 to 1940 marketing was an era
of sales. From 1940 to 1960, the marketing concept was an era of marketing, from 1960 to 1990
the concept of promotion was marketing company era while 1990 to 2010 was relationship
marketing era and from 2010 the concept of marketing took the face of social or mobile
marketing (Jones and Shaw, 2018).
In the marketplace today, marketing has become very significant in terms of growth of an
organisation by aiding the firms in research, planning, coordination such that it can be made
more competent in the market. Marketing has emerged as the core of organisations in the present
era as it aids in the promotion of products and services such that its sales can be increased
thereby aiding the organisations to increase its revenue (Banner, 2018). An effective strategy of
marketing aids the organisations to gain competitive edge over other organisations in the market.
The marketing department of an organisation is liable for organising and administering events
like seminars, exhibitions, customer hospitality occasions and conferences on sales. The events
are also promotes the events to the customers so that they attend the events surely.
The marketing department is also liable for researching the market, such that proper strategies
can be devised, products can be developed and customers can be reached. Marketing department
in an organisation supports other departments in it as it cooperates with operations or production
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department so that proper research can be done to satisfy the needs of customers, the marketing
department also generates numbers of orders such they can be met within the stipulated time for
delivery. The marketing department works closely with finance department so that the budget
required for promotion, distribution and research can be met (Feng et al., 2015). The marketing
department aids HR department to develop new ideas of product, meet the targets of production
and build a sales team that is competent and ambitious thus each department in an organisation
works together to increase the profit that it generates.
Thus, the importance of marketing with respect to the success of an organisation cannot be
denied as it aids an organisation to increase the reach of its products and services to the
customers. Therefore, marketing stimulates sales hence assisting the organisations to increase the
revenue that it generates. This aid an organisation to expand and grow hence, aiding it to emerge
successful and become more competent in the market by assisting to know the demands of the
customers and provide them products and services accordingly.
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Part 2- LO2 & LO3
Marketing plan can be defined as a report that drafts the strategy of marketing for month,
quarter or year that is coming. Marketing plan is a part of the business plan that involves the
goals related to advertisements and a summary of marketing activities of a company. It describes
the position of an organisation in the market (Dib, 2018). A marketing plan involves the
evaluation of the situation, strategy pertaining to marketing, prediction of sales and the budget of
expense. The components of marketing plan are market research, target market, positioning,
market strategy, competitive analysis, budget and metrics. With respect to the organisation
Beauty Giant, it is required that its new product “Forever Young” is promoted among the
customers so that it can be sold.
Elements of marketing plan
In order to promote “Forever Young” a marketing plan needs to be devised that comprises of six
stages namely, situation, objectives, strategy, tactics, actions and control. It aids an organisation
to evaluate the situation and thus, aiding it to achieve its objectives along with it the stages of
marketing plan aids to devise appropriate marketing strategy for increasing its reach among the
customers (Paley, 2017). It paves the way for enhancing the quality of products that an
organisation offers. The marketing plan that has been devised with respect to the promotion of
the new product “Forever Young” by Beauty Giant has been described below:
 Situation: “Beauty Giant” has launched a new product namely “Forever Young” that is anti-
ageing product for both men and women. The organisation wants to become leader in the
market so that it can become the priority choice for the customers who use or want to try
anti-ageing products.
 Objectives: “Beauty Giant” wants its new product “Forever Young” to become the best
choice or top priority for the people who are above 30 years. The organisation wants to
promote its products such that its sales can be increased and hence, increasing the
organisation’s profit margin (Atkinson, 2016).
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 Strategy: In order to promote “Forever Young” the organisation “Beauty Giant” will use
traditional as well as digital marketing channels such that its reach to the customers can be
increased.
 Tactics: “Beauty Giant” will use segmentation, targeting and positioning along with the
application of 7Ps of marketing in order to devise the right strategies to reach customers
thereby increasing the sales of its new product “Forever Young”.
 Action: Hoardings and pamphlets will be used along with advertisements on television and
radio in order to promote the “Forever Young” among the customers. Social media marketing
will also be used along with search engine optimisation and Pay per Click (PPC) to advertise
the product. E-commerce applications will be used in order to sell the product and increase
its reach among the customers (Zook and Smith, 2016).
 Control: Feedbacks will be taken from the users or the consumers with respect to the quality
of products that are being delivered to them. This will aid the organisation to realise the flaws
it has in its products or to figure out the ways that can further enhance the quality of the
product making sure that the customers are satisfied and happy with its use.
7Ps Model
In order to evaluate various aspects of Beauty Giant such that it can achieve the objectives that
have been set it is necessary to use the model of 7Ps that is marketing mix. This will aid the
organisation to devise apt strategies in order to achieve its objectives with respect to its new
product “Forever Young”. The application of 7Ps model to Beauty Giant has been described
below:
 Product: The new product “Forever Young” is an anti-ageing cream that will be offered by
Beauty Giant in order to gain a strong position in the market and offer something new to the
customers instead of toiletries that it provides to both men and women. The quality of the
product will be high as compared to the quality of the products that its rivals provide so that
the customers are actually benefited from its use without any side effects (Wirtz and
Lovelock, 2016).
 Price: The price that Beauty Giant will charge from its customers with respect to its product
“Forever Young” will be competitive. This implies that the price at which Beauty Giant will
offer “Forever Young” will be around the price that is charged by its rivals for anti-ageing
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products. However, the cost charged by Beauty Giant will be reasonable and not much high
(Jackson and Ahuja, 2016). The rate charged for “Forever Young” will be a bit less as
compared to the price charged by its competitors. Discounts will be provided to the
customers if they purchase two products of “Forever Young” at a time.
 Place: Beauty Giant will commence to offer its product “Forever Young” in London initially.
The organisation will target the people in the United Kingdom initially especially London.
Based on the response of the customers and the feedback so obtained, the organisation will
expand the sale of its products in other locations. Once the organisation is able to establish
itself in the market of the United Kingdom, the organisation will expand the range of its
products in other countries like Ireland, France, Netherlands and Belgium. The organisation
aims to become an international brand therefore slowly the Beauty Giant will expand or
increase its reach in other countries (Rowley, 2016).
 Promotion: In order to promote or advertise the new product of Beauty Giant online
mediums will be used that is social media, PPC (Pay per Click), affiliate marketing and
others so that more people can know about the product. However, initially traditional
methods of promotion will also be used like hoardings and pamphlets to let people who live
in and around London about the new product “Forever Young”. Advertisements on television
and radio will also be used in order to make people aware of the product. The products will
be distributed in cosmetic stores and sales people will be given commissions if they will be
able to sale 800 products in the first month of its launch. The anti-ageing product will be
available in ecommerce applications as well for sale (Kotler et al., 2015). The product will
be marketed by using PPC so that the customers who are aged 30s and above can be targeted.
 People: The organisation will make sure that its people or its employees are happy or
satisfied by working, that is, they do not have grievances or complaints regarding the
facilities that Beauty Giant offers to them. The staffs of an organisation are its building
blocks therefore it is required that they derive satisfaction from the work they do this in turn
will ensure that the employees work with enhanced efficiency. Thereafter it will be reflected
in the performance of the organisation in the market aiding the organisation to increase the
revenue that it generates. The employees of Beauty Giant will be trained at regular intervals
of time so that their performance can be enhanced and the profitability of the organisation
can be enhanced.
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 Physical Evidence: The quality of the anti-ageing product “Forever Young” that Beauty
Giant will offer will be high. Compared to the price that the organisation will charge the
quality of the product “Forever Young” will be high. It will ensure that the customers derive
satisfaction by using the product thereby aiding the organisation to gain positive reviews. It
will aid the organisation to increase its popularity among the customers thereby increasing its
sales and the revenue that it generates. Therefore, it can be stated that positive reviews will
enhance the reputation of the organisation overall and prove to be in favour of the
organisation (Datta et al., 2017). The package of the product will be good so that it is
delivered to the customers safely.
 Process: The number of people in the sales team of “Forever Young” will be increased so
that the number of people approached for sales can be increased. The primary focus of
Beauty Giant will be customer satisfaction along with research and development so that the
quality of the product can be enhanced further. An application will be developed that will be
compatible in both Android and IOS in which the customers will get “Forever Young” at
discounted rate. Payment methods will be cash on delivery as well as online payment.
Customer chat support will be available so that the consumers of the products offered by
Beauty Giant can be provided proper service and support (Baker and Saren, 2016).
Justification of 7Ps model
The 7Ps that have been planned and described above are justified with respect to the objectives
that have been set by Beauty Giant in the following way:
 Product: The organisation will offer a new product namely “Forever Young” that is an anti-
ageing product. The new product that will be offered by the organisation will be different
from the products that the organisation used to offer before that is toiletries for men and
women from well-known brands. Therefore, it can be stated that the organisation is trying to
offer something new to the customers that is different from what the organisation used to
offer before (Wu and Li, 2018). This will aid to enhance the popularity of the organisation as
a new product will be offered to the customers. Along with increased popularity the sales of
Beauty Giant will increase that in turn will increase the profitability of the organisation.
 Price: It is required that Beauty Giant offers its product “Forever Young” at a reasonable rate
initially in order to increase its popularity among the customers (Kuang-Jung et al., 2015).
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Moreover, the discounts that the organisation will provide, that is, if a customer purchases
two products then the rate will be reduced up to fifty percent will aid the organisation to
increase its sales. Therefore, overall the organisation will be benefitted as its profit margin
will increase thus aiding the organisation to invest more and expand as well as develop.
 Place: The choice of the place with respect to the product that Beauty Giant will offer is
London on the basis of trial. It is necessary to try the new products that an organisation offers
so that the response of the customers can be collected and if any negative feedback is
obtained or any issue is encountered then proper steps can be taken so that they can be
resolved effectively and the customers can gain 100% satisfaction by using the products. The
trial of the product offered by Beauty Giant will enhance the quality of its new product
“Forever Young” as the organisation will be aware of its drawbacks that need attention
(Boonpradub and Thechatakerng, 2015). It will assist the organisation to increase the quality
of the anti-ageing product thus aiding the organisation to increase its sales as well as
profitability.
 Promotion: The organisation will use a variety of means with respect to the advertisement
and promotion of its new product. The channels of promotion or marketing will help the
organisation to increase its publicity by making people aware of the variety of products that
the organisation offers thus motivating the people to buy and increase the sales of the
organisation. This in turn will aid the organisation to increase the revenue that Beauty Giant
generates and achieve the objectives that have been set. Better will be the means of
promotion and targeting that is people who are 30 and above higher will be the sales and
profitability of the organisation. It is required that various methods targeting like retargeting,
audience, behavioural, cross-device and contextual is used by Beauty Giant in order to ensure
that it is able to reach the people or customers that has targeted thus increasing its sales as
well as profit margin (De Mooij, 2018). The organisation can also promote its product with
the help of certain celebrities so that its reach to the customers can be increased and more
number of people can be motivated to purchase “Forever Young”.
 People: Taking care of the customers will aid the organisation to enhance their performance
that will be reflected in the overall performance of the organisation. The organisation will be
benefitted if the performance of its employees is as per standards thereby increasing the level
of performance of the organisation and increasing its sales as well as profitability. The
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organisation will be aided as it has been observed that happy employees are the key to an
organisation’s success, that is, it leads to better customer service thus the customers derive
more satisfaction. The popularity of the product in the market increases thereby aiding the
organisation to increase its sales as well as its profit margin. It assists an organisation to
achieve the objectives that it has set with respect to its business, sales and profitability.
 Physical Evidence: The positive reviews or feedbacks of the customers with respect to
“Forever Young” that is offered by Beauty Giant will help it to increase its popularity among
people. It will directly affect the sales of the organisation because if the reviews are negative
then the sales of the product will decline adversely however if the reviews are positive then
the sales of the product will increase manifold. Therefore, it can be sated that the evidence
that Beauty Giant will provide to the customers will affect its performance in the market
directly (Abril and Rodriguez-Cánovas, 2016). It is required that the organisation offers
quality products to the customers at competitive range so that it is able to win the trust of the
customers and offer them services as per their wishes and desires. Therefore, the organisation
will be aided to achieve its aims and objectives in terms of its sales and profitability
adequately.
 Process: The process opted by the organisation is innovative however it is required that
further innovative measures are taken by Beauty Giant in order to enhance its performance in
the market. It is required that the organisation invest further on research and development in
order to increase its reach to the customers and provide better quality products to the
customers (Sanclemente-Téllez, 2017). The organisation needs to adopt the latest
technologies to further enhance the quality of its product “Forever Young” and increase its
reach among people.
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Conclusion and recommendation
The organisation aims to expand and increase its reach among the customers. Beauty Giant has
an objective of becoming an international brand so that its product is used by people thriving in
other countries as well. Therefore, it is required that the organisation focuses on the satisfaction
of the customers the most so that they derive satisfaction from the use of the product “Forever
Young”. It is expected that within a span of three years the organisation will become successful
in emerging as a brand name in terms of anti-ageing product in the United Kingdom. Starting
from London, the organisation will be able to expand its reach all over the country with respect
to its product “Forever Young”.
Once the organisation is successful in the United Kingdom, the organisation will offer its
products in the countries that is around the United Kingdom or in Europe. Slowly the
organisation will expand its reach in other continents like Asia, Australia and the United States
of America. The aim of the organisation is to expand its reach in other countries and continents
within a span of 5 years from the date its product has been launched. If the organisation follows
every stage of its marketing plan properly then the organisation will emerge successful in its
endeavour.
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