Marketing Plan for Beauty Giant's 'Forever Young' Anti-Ageing Product

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MARKETING AND ITS
APPLICATION

TABLE OF CONTENTS
Introduction......................................................................................................................................1
LO1..................................................................................................................................................2
P1 Explain the key roles and responsibilities of the marketing function....................................2
M1 Analyze the roles and responsibilities of marketing in the context of the marketing
environment.................................................................................................................................3
P2 Explain how roles and responsibilities of marketing relate to the wider organisational
context..........................................................................................................................................4
M2 Analyze the significance of interrelationships between marketing and other functional
units of an organisation................................................................................................................5
D1 Critically analyse and evaluate key elements of marketing function and how they
interrelate with other functional units of an organisation............................................................6
LO2..................................................................................................................................................7
P3 Compare the ways in which different organisations apply the marketing mix to the
marketing planning process to achieve business objectives........................................................7
M3 Evaluate different tactics applied by organisations to demonstrate how business objectives
can be achieved............................................................................................................................9
LO3................................................................................................................................................11
P4 Produce and evaluate a basic marketing plan for an organisation........................................11
M4 Produce a detailed, coherent evidence-based marketing plan for an organisation..............12
D2 Design a strategic marketing plan that tactically applies the use of 7ps to achieve overall
marketing objectives..................................................................................................................14
Conclusion.....................................................................................................................................15
References......................................................................................................................................16

LIST OF TABLES
Table 1: Comparison of marketing mix...........................................................................................9

Introduction
Marketing refers to management and study of exchanging relationships. It is identified as the
process of developing relationships and satisfying global customers. The present report will
discuss essay that will help in explaining marketing role under modern organisations through
listing marketing function responsibilities and roles. Further, it will describe marketing duties
relationship with organisational context by giving suitable examples. The report will focus on
comparing different methods of initiating marketing mix using planning process of marketing for
accomplishing business objectives in reference to Beauty Giant that is known as cosmetic selling
firm and currently planning to launch new product named as ‘Forever Young’ to cure anti-
ageing. In context to this, report will produce basic marketing plan using tactics and strategies by
applying 7ps while planning for new product.
1

LO1
P1 Explain the key roles and responsibilities of the marketing function
“The Marketing Role in the Modern Organisation”
The modern business has recorded immense fluctuations from last fifty years but importance of
marketing has remained same. Marketing refers to the process that aids in creating buyer interest
from firm’s product or goods by generating various strategies such as sales techniques, business
development and business communication. It helps in process integration from which business
aims to build strong relationships with consumers by developing value for customers. There are
several functions of marketing such as marketing plan, product development, marketing research,
sales distribution, strategic promotion, public relations, advertising and customer services that
provides huge growth to business by identifying purchasing intentions of potential customer
(Moorman and Day, 2016). The concept of marketing is linked to business philosophy that helps
in determining and achieving consumer needs that give benefits to firm as well as customers.
The ‘marketing concept’ states that, for satisfying organisational aims by anticipation of buyer
needs and wants must be effectively accomplished that its competitors are not able to capture the
market. The marketing field carries variety of marketing concepts that are judicially practised by
organisational marketers for promoting new product information with global customers. It has
effectively made much easier for reaching customers in modern era that includes concepts linked
to production, selling, product, social marketing and marketing.
The production concept was aimed to seek issues related to efficiency, manufacturing and the
production based on consumer needs of getting products that are accessible and affordable. The
product concept was considered based on assumption that consumers like goods that has greater
price, availability and quality. Further, selling concept was emphasized on just to sell products
without focusing on quantity or prices that was having aim to sell products aggressively by not
building consumer relationships. Marketing concept depicts that consumer likings are given first
priority by understanding wants and needs. At last, concept of social marketing that aims society
and consumer welfare by using criteria of public interest, buyer want satisfaction and profits of
firms (Sajid, 2016).
2

M1 Analyze the roles and responsibilities of marketing in the context of the marketing
environment
The modern marketers of organisation do not have priority to juts sell products but they develop
strategies and plans for retaining potential customers, providing constant satisfaction and focuses
on benefitting society as whole that is duty of marketing department with motive of gain profits,
market share and global growth. The marketing manager has major responsibility of making the
business grow by giving tough competition to its rivals through best promotional and attracting
techniques (Chong, et.al, 2017). Development of new product in businesses is highly aimed on
marketing roles that provides regular growth to business that are discussed below.
The first marketing role in making arrangements in the business for developing new product
that consist of events known as hospitality, sales conferences, seminars, matches, exhibitions etc.
It is essential for organisation to develop external arrangements that will help in knowing right
consumer interest related to new product that will give estimation of sales and growth. Marketing
role requires having tough marketing strategies that are essential to follow by marketing team to
deal with business objectives. The best strategies aids in exploring new areas for promotion, aims
to use internet platform to target geographical locations and distribution of goods using best way.
Thus, it is mandatory for planning best strategies of marketing new products that will obtain high
growth and success within competitive firms.
The marketing manager has role of product management. The department of marketing focuses
on understanding internal and external functioning team that helps in preparing basic plans of
managing product. The fresh products will be highly entertained by customers if preference and
taste are effectively researched. It also promotes change and improvements that is necessary for
business world to satisfy consumer wants and to obtain expected profits and results. Thus, role of
marketing generally embraces digital transformation that shapes consumer needs by regulating
with regular demands. In addition, marketing concept has wider scope to businesses for reaching
global customers by informing new product benefits to lives as required by society people (Zhou,
et.al, 2015).
3

P2 Explain how roles and responsibilities of marketing relate to the wider organisational context
Marketing function is linked with various features that include finance, distribution, advertising
etc for developing process of marketing. Aforementioned roles and responsibilities of marketing
are connected with organisational marketing function. For any business, it is essential to develop
and strengthen relationships with consumers so that new product launching will be easier within
market as customer shows faith and loyalty towards organisation that will create strong position
in competitive market (Kasemsap, 2018). Thus, there are various functions of marketing that has
direct link with the objectives of organisational marketing function that provides huge growth
and success points.
As marketing manager, it is essential to determine position of competitors by knowing its market
share. Focusing on market share factor will help on researching the market in most effective way
by understanding competitor’s plan related to fulfilling consumer demands, pricing and product
development. There are various organisations such as retail supermarket of UK that has recieved
huge interest of business tycoons in which Tesco and Sainsbury has market share of 38% and
27% respectively. It means that marketing plans have strengthen consumer base that has created
effective increases in market share it also depicts that planning new product in top organisations
will be easier as customers are well aware of products and quality.
On other side, marketing done for new product help to obtain and increase business profits. The
revenues and profits of business are gained through customer source that provokes to purchase a
commodity for achieving daily requirements. The profits are gained by preparing services with a
quality and quantity that aids in satisfying customers from which success chances gets increased.
To obtain profits, the marketing managers of organisations must develop strong plans that help in
creating campaigns for promotion which will strengthen consumer base. Hence, marketing role is
actually connected with organisational function of marketing that provide large opportunity for
obtaining high market share (Gummesson, 2017). It is essential for marketers to have strong
vision and goals to link aim with functions of organisation to receive high market growth.
4

M2 Analyze the significance of interrelationships between marketing and other functional units
of an organisation
The marketing functions in business growth plays crucial role as they are determined as growth
and success drivers. The new product or changes in existing product requires high attention and
interest of marketing team by complying with functions of marketing so as to promote best and
better products using updated techniques. The marketing functions are closely interlinked with
context of organisation’s functional units (Ozsomer and Yaprak, 2015). This interrelationship
dispenses opportunities to small and large firms for gaining competitive advantage while
launching new product. The foremost connect is within finance and marketing department. The
marketing functions is boosted from economic resources that includes implantation, evaluating
market strategy, research and planning which are operated by finance department. The product
preparation is highly dependent on unit of finance as it helps in initiating easy techniques and
communication methods that helps in managing department functioning.
Moreover, marketing function is linked with production department that explains relation with
the product process and steps that is important to set while creating marketing plan. The plan of
new product will get success as HR team or organisation will focus on entering best employees
or resources, distribution department will deliver and manage logistics and economic activities
are maintained by finance department. It is essential for marketing to have better communication
paths so that requirements for creating new product can be completed by taking feedbacks from
employees so that necessary changes could be made.
The marketing team must carry responsible attitude by practising HR policies for boosting sales
of business by following norms for production purpose using best information and data so that
customers can be attracted from global level. It will only receive success by producing best plan
for marketing the products (Madhani, 2017). Hence, production process must have clear criteria
of working so that no issues can be found in managing raw materials, managing inventory as
well as capacity idea of making goods.
5

D1 Critically analyse and evaluate key elements of marketing function and how they interrelate
with other functional units of an organisation
Marketing has been crucial tool for developing and promoting new good or changes to existing
that are essential for business growth. The current world is having high competitive nature from
which business needs to be secure by creating various techniques that will be manageable by the
functional and marketing team of organization. Sales and profits of the organization is depend on
marketing that targets best and potential customers from its new products and services that are
created keeping in vies consumer trends, preferences and taste (Baker, 2016). The organisations
that are taking over markets have created positive impact on consumer mind from its promoting
and advertising technique that shows positioning in market with high reputation. The marketing
department gains success by creating sales message that helps in persuading buyer to purchase
commodity.
Marketing can be further identified as science that helps in targeting consumer want and then
delivering requirements to employees so that products and services are produced according to the
consumer wants. For instance, the manager found new product for launching in market in such
case marketers are informed to find best technique for promoting products and searching for the
potential customers that will purchase new product. The sales function is managed by marketing
department that helps in receiving product idea that is planned by organisation and dispense
sources and materials that are essential for reinforcing selling points by using needs from sales
operation.
Working of finance and marketing department is important to develop goods based on bearing
capacity and margins allowed by department of finance that are created for producing products.
It is essential to comply with legal unit for ensuring that messages created for sales or marketing
of product are used based on application law or that is consumer bound. The linking with unit of
distribution ensures that products are receiving to purchase points from where consumer is able
to purchase them by fulfilling timely availability and quality expectations of consumers at global
level (Lancaster and Massingham, 2017).
6

LO2
P3 Compare the ways in which different organisations apply the marketing mix to the marketing
planning process to achieve business objectives
Beauty Giant is identified as firm that sells cosmetics within UK by holding almost 50 branches.
It specifically sells toiletries related to men and women of popular brands. The organisation has
no aim to produce products it just sells nut recently it has planned to develop new product named
as ‘Forever Young’ by targeting people above 30 as anti ageing product. As it is serving various
customers but now has plan for becoming market leaders from its new product development. As
a marketing manager, it is essential to identify marketing process by evaluating 7ps of marketing
mix. It is crucial for marketing team to reunite efforts of employees that helps in boosting sales
and promotion of product in competitive market (Rowley, 2016). The product requires going
through elements of marketing mix for obtaining expected results within beauty industry. The
tool of marketing mix aims to ignite marketing response for obtaining high growth and success
that are listed below:
Product Mix – It identifies service or good and combination that help in targeting market by
using intangible and tangible approach that further consist of product related to actual, core and
augmented.
Price Mix – It is known for amount or digit that is given to new product. The pricing of new
product is planned according competitors strategy and production cost.
Place Mix – It helps in deciding target market that will be help in selling products by reaching
potential customers.
Promotion Mix –It defines criteria and method of promoting products at global level by selecting
best promotional techniques.
People Mix – It states that people involved in producing products and services for obtaining new
product share and profits.
7

Process Mix – It aims to developing product with specific process or step that helps in
converting raw materials into finished good.
Physical Evidence – It states that finished product carries signs, logos, and goods packaging that
help in strengthening faith of customers on organisations (McDonald and Wilson, 2016).
8

M3 Evaluate different tactics applied by organisations to demonstrate how business objectives
can be achieved
The marketing mix is essential for Beauty Giant to develop anti ageing product but it can gain
idea of initiating marketing mix elements by comparing it with The Body Shop that is situated in
UK that deals in skin care, perfume and British cosmetics that is discussed below:
Table 1: Comparison of marketing mix
7ps of Marketing
Mix
Beauty Giant The Body Shop
Product Mix It aims at selling products by hiring
from various organisations that aims to
sell toiletries (Baker and Hart, 2016).
As per products and services it actually
requires method of product
diversification.
Place Mix It majorly targets online path for selling
the products and services to customers.
It generally puts new charts and posters
related to products and services at
various locations so to attract customers.
Price Mix It sells products and services at
affordable prices as it do not produces or
manufactures individual product or good
at their own level.
The goods are created at high prices that
impacts customer’s minds and buying
status.
Promotion Mix It focuses on giving television
advertisement by comparing it with
different products and services. For
instance – selling Dove soaps with
major comparison with results shown.
The products are promoted according to
consumer liking platform but it also
requires aiming on social platform so
that videos and live example of products
can be reached to customers.
People Mix It targets variety of people for promoting
products and reaching consumers. The
online platform also made easier for
product availability at any location.
The people are highly influenced by
market activities such as shop assistants
and consultants. It requires full
information of product with training to
gain positive results.
Process Mix It carries motive to sell products and
services at online level as it has not aim
to develop any products.
It needs to have strong online channels
to sell products as many customers do
not like to go shop for purchasing.
Physical Evidence It sells products in small stores and also The stores are making best reach to
9