Marketing Report: Roles, Interrelations, and Planning Analysis

This report delves into the essential aspects of marketing, beginning with an exploration of the roles and responsibilities within a marketing function. It examines how the marketing department interrelates with other key organizational functions such as finance, production, sales, and human resources, highlighting the importance of these connections for overall business success. The report then compares the 7Ps of the marketing mix for Beauty Giant, a UK-based cosmetic company, with its competitor Yardley, analyzing their product offerings, pricing strategies, distribution channels, promotional activities, processes, people, and physical evidence. Finally, the report proposes a basic marketing plan for Beauty Giant, focusing on the launch of a new anti-aging product, considering market positioning, target audience, and competitive advantages to achieve market leadership. The report emphasizes the significance of understanding customer needs, adapting to market trends, and effectively utilizing the marketing mix to drive profitability and customer loyalty.

Marketing Essentials

Contents
INTRODUCTION.................................................................................................................................3
PART A.................................................................................................................................................4
P1: Roles and responsibilities of marketing function.........................................................................4
P2: Interrelation of marketing function with other functions.............................................................5
PART B.................................................................................................................................................6
P3: Comparison of 7P’s of marketing mix in organisational context.................................................6
P4: Basic marketing plan for Beauty Giant........................................................................................9
CONCLUSION...................................................................................................................................13
REFERENCES....................................................................................................................................14

INTRODUCTION
Marketing includes Creating, promoting and delivering of goods and services to
consumers so as to achieve their loyalty and generate huge profitability. The marketing has
vast scope in nature and limited also if only consider the products which are available in
store. Satisfaction of customer needs is the prime purpose, for that marketing is mainly used
in any organization. Within organizations promotion, market research, price determination
and best distribution channel selection are the function which are performed by marketing
department. The present assignment report is prepared in two parts in which first part
described the roles of marketing towards an organization where second part is about Beauty
Giant which is a cosmetic company in UK. The report includes roles and responsibilities a
marketing department’s manager performs and how these marketing activities are
interconnected to the organization as whole. Comparison with competitor and formulation of
marketing plan is included in this assignment and to achieve the desired objectives the use of
marketing mix for effective planning also done in this report.
PART A
P1: Roles and responsibilities of marketing function
Marketing is a term which is used by almost every organizations to create demand of their
products and services through promoting among targeted people in order to influence their
buying behavior towards company’s products and services. In earlier, company use
marketing as an option due to having in sufficient amount of resources but nowadays where
the competitions among companies are very high it is essential need for very organization to
utilizes such concept. There are many marketing concepts which are defined as under:
Production Concept is related with the operation of an organization which control the
overall cost of the firm by proper monitoring over the production department. This concept
has the importance because increase in cost may lead to hike in the value of products and as
customer are very price sensitive (Bird, 2012).
In Product concept, the quality of products offered to customers decide the customer
buying decision according to this concept. Therefore, in the cosmetic industry where huge
number of rivals are present for the customers it is important to maintain the good standards
most to get the competitive advantage.

The selling concept focuses on the method of sales adopted by any other particular
enterprise. To generate the revenues there are many alternatives which are available with the
organization. To cover greater market share, the selling method should be adopted according
to the nature and type of customers.
Customer is important factor according to consumer concept of marketing. It assures that
if the satisfaction level of user who is using a particular product is maximum, it will help in
maintaining or keeping the long term connection with the clients (Brassington and Pettitt,
2013).
Marketing concept consists the promotion theory of marketing. Pull strategy is the one
on which it works. By making the brand strong the companies can increase the market share
so that it can take the advantage over the companies which are in same field.
Marketing department is responsible to perform several functions towards many parties
which includes Company, Customers, Competitors, Suppliers, Public etc. It can be further
understood as under:
In the context of customers, marketing division always tried to maximise their satisfaction
level due to which the marketing manager prepare an effective budget for conducting market
research with an objective of identifying the expectations of it targeted customers from the
company. This will enable company to produce the same according to their needs and
preferences which directly maximises their satisfaction level and achieve loyalty with
company for longer duration (Coombs, 2012).
In the context of company, marketing division make their efforts in increasing sales and
revenue of company by promoting their produced goods and services in the market so as to
influence their buying behaviour towards company. This will support company in enhancing
brand image as well as goodwill of company by helping them in achieving huge customer
strength (What is Market and discuss the Main Functions of Marketing, 2011).
In the context with rivals, the marketing team communicates the top authority about the
current market trends and rival’s competitive strategies so that they are much capable to make
relevant changes in their existing business plans and strategies to bring company ahead than
their rivals. It can be done by marketing department by observing rivals strategies on social
media platforms which motivates them to bring innovation in their strategies. This will
increases competition in market which directly brings advantage to customers (Desai, 2013).

P2: Interrelation of marketing function with other functions
Organisations segmented their operations into different departments and allot them
different roles and responsibilities according to the achievement of their mission, visions and
objectives within limited time period. Such departments includes marketing, production,
finance, sales etc. Among which marketing department are interrelated with all departments
in order to perform its several functions.
Marketing division is very much depend on the finance division for preparing an
effective marketing budgets and plans. To execute marketing plans and strategies, funds is an
essential aspect which can be available with the help of finance department as they are
responsible to arrange funds from various sources such as banks and allocate them to
different divisions according to their requirements (Gamble and et. al., 2011).
Marketing department creates and increases demand of company due to which it
depends on production team to produce in demanded quantity so as to meet market needs and
requirements. Attracting targeted people by informing the benefits and improved changes in
their existing products and services can only happen only if the marketing division have
sufficient knowledge about product thus it requires support by production department to
increase their knowledge about company’s offerings.
Marketing division is mainly targeted interest and buying behaviour of targeted
people so as to influence them in favourable for company’s offerings which directly makes
positive impact on the sales figures and revenue of company. Therefore, marketing and sales
departments are very much interrelated with each other as activity performed by one
department brings huge impact on the performance of other department (Illingand Anders,
2016).
Marketing functions are depends on the human resource department in form of getting
skilled and knowledgeable marketing employees who have sufficient knowledge to influence
buying behaviour of targeted people towards company’s offerings. HR division is held
responsible to fulfil the requirement of workforce in various departments through conducting
recruiting and selection programs thus it is essential for marketing manager to maintain
strong relationship with HR division.
Therefore, Marketing department can only perform its several functions and roles in
more effective and efficient manner only if it get adequate support from all other

departments. For this, the marketing manager took initiative to maintain strong relationship
with them with a hope of getting help in executing their marketing functions more
effectively.
PART B
P3: Comparison of 7P’s of marketing mix in organisational context
Beauty Giant is UK-based company which deals in selling cosmetic items with the
help of more than 50 branches in the UK itself. They mainly engaged in selling men and
women toiletries of well-established brands but did not produce and sell their product on their
own. For this, the management has now decided to produce new anti-ageing product called
“Forever Young” to target 30+ market (Ionitã, 2012). The main objective behind launching
new product is to become the market leaders by fulfilling the needs and requirements of
customers (Which are the 7P's of Marketing, 2016). Because of this, the management of
Beauty Giant has designed a strategic marketing plan by developing its marketing mix by
comparing it with their existing rivals such as Yardley who is engaged in same sector. Here
are the marketing mix of both the companies:
Marketing mix (7P’s) Beauty Giant Yardley
Product It is engaged in selling wide
range of cosmetic products
owned by well-established
companies. It includes
brushes, facial mask, curl
lash, make up kits etc. which
can easily attract targeted
people. The company is now
itself producing anti-ageing
cream “Forever Young” for
above 30 age women.
It is well recognised
company in cosmetic
industry which offers large
variety of cosmetic items to
achieve huge customer base.
It deals in providing
cosmetics, fragrances, soaps,
body wash etc. to meet
customers needs.
Price It is most influencing factor
of buying behaviour of
customers. Currently the
company sell other
It is currently using cost plus
pricing through which they
calculate total cost in
producing and selling it to

company’s products at the
market retail price but due to
selling own produced
product, the company should
use penetration pricing
strategy through which they
first sell its new product at
less prices and later on raise
them according to the needs
and demands.
the customers and
accordingly setting price in
addition with some margin. It
targets high income group
due to which its prices are
higher than their rivals in
same market.
Place Beauty Giant has currently
attained 50 stores in UK
through which they sell wide
range of cosmetic products.
UK people prefer to buy
healthy products over price
due to strong economic
condition. Therefore, the
company should focuses on
quality in their product which
assist them to reach their
product to other nations as
well.
Yardley is operating its
business in multiple number
of nations such as Asia,
Middle East, Australia and
parts of Africa. It has
contract with a distribution
who took interested in
buying their franchisee. Their
products are easily available
at any retail outlets in UK
and other nations.
Promotion Targeting above 30 age
women by its new cosmetic
cream product, the company
should use various platforms
to promote their products
such as social media where
large number of people are
active on daily basis. It takes
less time and requires less
money and efforts.
Yardley invest huge amount
in preparation of an effective
marketing budget in order to
increase its existing customer
base. The company is using
various promotional methods
such as print media, TV
advertisement, and social
media platforms. It hires
celebrities to promote their

brand products.
Process Company should maintain
strong relations with
suppliers and distributional
channels so as to meet their
requirements on time. For
example, better
transportation enables them
to reach their new products to
maximum number of people.
Online selling is also one of
the profitable method in the
process of selling to targeted
customers.
Yardley always focuses on
acquiring new and advanced
technology to produce its
cosmetic products with
proper packaging and
distribution activities. Apart
from this, it invests lots of
money on research and
development activities so as
to accept current market
changes in their business
process.
People To produce quality product
and create demand in the
market, the company should
hire skilled and
knowledgeable employees
who knows how to
influences buying behaviour
of customers.
The employees working in
Yardley is very skilled and
knowledgeable who knows
how to deal with customers
so as to achieve their loyalty
with company for longer
duration. It further recruit
skilled workers as well to get
valuable services from them.
Physical evidence To establishes its own market
image, the company should
increases their out
appearance of their stores
which can easily grab an eye
of customers. For example,
using lighting and ambience
in the stores brings positive
impact on customers’ mind
which in results increasing
Yardley has already attained
strong brand image in market
world whose products can
easily recognised by the
customers at any retail stores.
The logo of Yardley is
designed in gold colour
which defines their royalty,
superiority and luxury.

their productivity.
P4: Basic marketing plan for Beauty Giant
Marketing plan is essentially required to be designed by every organisation which
brings motivation among their employees to work hard and perform according to the
strategies and plans given by management (Kennedy and Parsons, 2014). Such marketing
plans describes the mission, vision, objectives, strengths and weaknesses etc. of company
which enable management to measure their actual capabilities to achieve its desired goals and
objectives. The main objective of preparing marketing plan is to increase sales and revenue of
company. Here is the basic marketing plan for Beauty Giant:
Company Background:
Beauty Giant is operated its business operations at small level due to having business
in UK only. It sells other brand products of cosmetic which includes Brushes, facial mask,
hairs, make-up kits etc. It came into market for the very right time in the year 1994. The
company currently decide to launch its own produced products known as “Forever Young” to
target 30+ age groups.
Vision: Its vision is to become a market leader by fulfilling needs and requirement of
customers.
Mission: Its mission is to establish huge customer base for its own produced cosmetic
products to achieve huge profitability.
SWOT Analysis of Beauty Giant:
Strengths Weaknesses
 Sell wide range of cosmetic products
with better quality and price.
 Proper distribution and supply chain
is also a strength for the company due
to effective delivery of products to
their stores.
 Attaining strong relationship with
distribution and supply chain which
 Beauty Giant is selling quality
products of other brand companies
due to which they doesn’t have their
loyal customer base.
 Beauty Giant is operated at lower
level which limits their market share.

increases their strengths to reach to
maximum number of customers.
Threats Opportunities
 Fluctuations in foreign exchange rate
of United Kingdom
 Fluctuations in taste and preferences
of customers due to high competition.
 Achieving huge customer strength by
introducing new products at their
own.
 Should focuses on producing organic
cosmetics products to attract health
conscious people.
STP of Beauty Giant:
Segmentation: Beauty Giant segments its customers on the basis of demographics but
can also use geographic and psychographic segmentation.
Targeting: By launching its new product “Forever Young” the company targets the
30+ age groups.
Positioning: The company sell wide variety of cosmetic products of different known
brands due to which it has attained positive image in the UK market. It easily get huge
customer strengths which increases their revenues and profitability.
Marketing strategies:
Beauty Giant need to increase their investment in adopting various marketing
strategies and plans in order to make their new product more successful in the market and
achieve their sustainability within shorter time period. Relationship marketing is considered
as a suitable method to adopt to achieve loyalty and trust of customers towards company
(Lamb, Hair and McDaniel, 2011).
Marketing Budget: Marketing budget is important to prepare in order to allocate
funds to execute different marketing activities in an effective and efficient manner without
facing any interruptions. Beauty Giant is small and medium sized company due to which the
management l raise funds from various sources such as banks in order to ensure marketing
department about having availability of adequate funds which brings motivation among them

to make efforts in achieving desired goals and objectives of an organisation. Here is the
marketing budget of Beauty Giant for its new produced cosmetic products:
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 54000 15000 15000 26000 20800
Investment 15000 20000 15000 16000
Total 54000 30000 35000 41000 36800
Marketing
expenditures
Advertisement 10000 7200 6800 6500 6200
Sales promotion 2200 2000 5000 3000 9100
Direct marketing 7700 6000 3000 7000 3000
Total 19900 15200 14800 16500 18300
Available balance 34100 14800 20200 24500 18500
Execution:

Marketing manager need to execute all pre-determined actions and strategies in a
systematic manner so as to achieve desired result. For this, an appropriate direction and
suitable guidance has been provided to the employees to perform well. It assist Beauty Giant
to achieve huge market share and profits (Marshall and Johnston, 2011).
Evaluation:
It refers to analysis of effectiveness of executed marketing activities with the purpose
of identify the deviations if any, which limits the employees to perform at an optimum level.
There are various methods of evaluation which should be undertaken by management to
determine the future results. Here are the brief explanation of such methods:
Sales Analysis- It is connected with the net sales which has identified by comparing
desired sales with actual sales. It enable management to identify the changes which can be
further be implemented in their existing products so as to generate huge sales figures.
Market-Share Analysis- It is connected with the achieving actual market by
comparing ti with the desired so that further decisions can be made to expand its business
operation on a large scale.
Efficiency Ratios: Ratio of turnover assets- Revenue (Sales)/Net Assets
Cost-Profitability Analysis: It is the evaluation of cost with the profit gained by the
company (Perreault 2010).
CONCLUSION
It has been concluded from the above project report that the concept of marketing
provides maximum support to every organisation in achieving its desired goals and
objectives. For this, it is important for marketing manager to maintain better relationship with
other departments for better functioning. It can be maintained through better communication
and supportive nature. There are number of small-medium sized companies in market such as
Beauty Giant who wants to expand its business operations through bringing new ideas and
innovation in their existing business process. For this, the management must required to
develop its marketing mix consisting of several crucial elements such as price, product, place,
promotion etc. by comparing it with their rivals. Strategic marketing plan is also essential to
prepare to achieve its mission, vision and objectives.