Marketing Essentials Report: Analysis of Roles, Marketing Mix, Plan

This report delves into the core concepts of marketing essentials, providing a comprehensive analysis of key roles and responsibilities within a marketing context. It explores the relationship between marketing functions and other organizational units, such as operations, finance, human resources, and IT, highlighting the importance of cross-functional collaboration. The report also examines the marketing mix, comparing strategies employed by different organizations, with a specific focus on the 7Ps. Furthermore, it constructs a detailed marketing plan tailored for Beauty Giant, a cosmetic company, outlining strategic approaches for product launches and market engagement. The report incorporates relevant academic sources to support its claims and recommendations, offering practical insights into marketing principles and their application within a business setting.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1. Key roles and responsibilities of marketing .........................................................................3
P2. Relation of roles and responsibilities of marketing with the various functional unit of the
organisation.................................................................................................................................5
TASK 2............................................................................................................................................7
P3 Compare the ways of different organisations apply to the marketing mix............................7
TASK 3............................................................................................................................................9
P4. Marketing plan for Beauty Giant..........................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing Essential enables them to develop the marketing plan and it must be included
in the marketing, organisation use the marketing to engage the consumers in its product and
services. Beauty Giant is the cosmetic company having more than 50 branches in United
Kingdom. Service provided by the Beauty Giant is to sell the toiletries for men and women and
they are having good name in the market but they do not produce and manufacture the product
they purchase from the various world renown brand. Now the company has decided to launch the
product name 'forever young'. This report explains the 7p's and it's comparison from the other
cosmetic brand so they can apply the strategy and this report also elaborates the marketing plan
and how to execute this plan.
TASK 1
P1. Key roles and responsibilities of marketing
Marketing plays an important role in every organisation. As the marketing activities helps
the company in making the brand image, attracting the customers toward the company, creating
awareness among the customers for the product and services offered by the company(French,
Russell-Bennett,2015).
Roles and responsibilities of marketing function: Identifying customer needs: One of the
important function of the marketing is to identify the needs of the customer. For collecting the
data about the need in the market the company can do the market survey which will help the
company in analysing the current trend in the market. In order to analyse the market L'Oreal
should analyse the market before launching any product in the market.
Planning: After analysing the market the next step is to create a marketing plan. The marketing
plan will create a steps which are to be followed it includes mission and vision of the company,
creating an budget, helps in segmenting the marketing, and targeting the customer, positioning
the product in the market.
Product development: Depending upon the need of the market the company should launch the
product in the market. There are many factors which is important for the customers such as
product durability, cost and design etc., therefore after analysing the market L'Oreal should
accordingly develop the product.

Packaging and labelling : The packaging and labelling helps in drawing the customer attraction
toward the product. The packaging is not only for protecting the product but it is a great
marketing tool. The attractive packaging is always successful in attracting the customer.
Branding : Branding of the product means to create a name, symbol or design by the company
which is easily identifiable by the customers. Branding of the product decide that what people
will think about the product.
Pricing: Pricing is one of the important function in marketing. The pricing of the product defines
the success or the failure of the product. L'Oreal bring the new innovations in the market from
time to time thus penetrating the market and that to with the different prices. L'Oreal applies the
different pricing strategies to different market. The pricing strategies varies based on the
following factors such as competition, product demand and geography etc.
Promotion : The company uses various promotional techniques in order to make people aware
of their product( Du Plessis, 2015). The company uses the various promotion method such as
advertising, sales promotion, publicity and personal selling. For marketing purpose the L'Oreal
use various attractive models as their brand ambassador such as Naomi Watts, Cheryl etc.
L'Oreal uses various campaign for the promotion of its product which help the company in
acquiring the huge share in the market.
Product marketing : The company should create a products such as brouchers, sales sheet,
flyer which contain the information about the product.
Distribution: The company uses the various distribution channel such as produce to wholesaler
to retailer to customer, producer to retailer to customer and last channel is from producer to
customer for example the L'Oreal uses various online shopping platform such as amazon to sell
its product. The company use other channels also( Karjaluoto and et.al., 2015).
Monitoring social media : The one of the important function of marketing is to keep an eye on
the social media in order to see that what people are talking about the product and to create a
content for the social media which include the information related to product the company is
offering( Chang and et.al., 2015). L'Oreal uses various social media platform such as Instagram,
Facebook, Twitter etc. L'Oreal youtube channel shows the video which tells how to use the
various beauty products such as eyeliner, eyeshadow, etc.

Transportation: If the company is providing its services in different areas of the organisation
or across the world than the company should choose a proper transportation medium.
Having knowledge about vendors and agencies in the market: the company should have the
knowledge about the vendors and agencies in a market. The agencies such as print vendors, web
providers, ad agencies etc. the company can ask for the customer feedback, and their suggestion
regarding the improvement of the product, the company can also take the help of social media to
track the vendors and agencies in the market.
P2. Relation of roles and responsibilities of marketing with the various functional unit of the
organisation
The marketing function is important in almost every functional unit of the organisation.
Marketing functions aims at exchange of goods and services in order to earn profit for the
organisation. In order to achieve success it is important for every organisation that its all
department should work together and move with a common goal to make the organisation
successful.
Relation of marketing with operation/production management:
Operation includes various activities such as warehousing, packaging, production, manufacturing
and distribution. It is the duty of the marketing department to sell the product made by the
operation department. Similarly the operation department has to make the product which is the
need of the current and future market. Therefore marketing department has to work with the
operation department in order to conduct an adequate research to satisfy the customers and
manufacture the product according to the need of the customer(Demangeot and et.al., 2015). To
deliver the product or launch the product on the right time the marketing and operation
department need to work together.
Relation of marketing with finance management : The company has to set a budget for
conducting the market research, promotional activities, advertising such as television and radio
campaign, for distribution purpose the finance department is more analytical whereas the
marketing department is creative they just want to present the product in the market in such a
way which create a good impression of their product on the customer. But in order to avoid any
type of failure the marketing and finance department has to work together as the finance
department of the company has details of the financial capabilities of the company. The finance
department will want that all other department should work on according to the budget they

made. The two department has to work closely so that they can prepare the budget for future
expenditures.
Relation of marketing with human resource management : The human resource department
function is to recruit the employee which help the company to achieve its goal. The marketing
department has to work with the human resource department to ensure that the eligible candidate
is selected for the department. And to make sure that the appropriate skilled employees are
placed for the appropriate activities such as in sales work, for the new product development
work and various other activities of marketing. The HR department will help the marketing
department to recruit people which are use to the marketing department. HR and marketing
work together to perform the following activities : creating awareness, giving training to the
employees.
Relation of marketing with IT ( Information Technology) : As the technology is changing rapidly
and with the change in technology pressure on the organisation to use technology is increasing
day by day. Marketing department and IT department of the organisation have to work closely
with each other. In order to understand the customer and market, marketing department needs to
take help of the technology to understand customer better. The technology helps the in storing
information of the customer such as their personal information, their likes and dislikes etc. The
Information technology also helps the marketing department in estimating whether they are
successful in their marketing efforts or not this can be done with the help of various marketing
technology tools such as social media such as Facebook, Instagram, twitter etc., paid media such
as Google adwords, Yahoo, Bing ads, web analytics such as google analytics, attribution
etc( Tatar, Eren-Erdoğmuş, İ., 2016). By combining information from various tools the
marketing department can know that whether the product is performing well or not. This type of
marketing technology is used because it is very difficult for marketing department to collect the
data and work on it in excel. Therefore now a days many marketers take help of such
technologies. Therefore the IT department and marketing department should work together for
the betterment of the organisation.

TASK 2
P3 Compare the ways of different organisations apply to the marketing mix.
Marketing mix is the set of variables or we can it is the set of action or strategies which
the company used to promote its brand and its products. This tool is being used to influence the
demand of particular product offered by the firm(The Marketing Mix 4P’s and 7P’s Explained,
2019 ). If the company is launching any of its products the company will do the comparison of
its product from the existing ones or the competitors available in the market so that they can use
the different strategies at the time of innovation to increase its sale:
L'Oreal Beauty Giant
Product In this the invention of actual
product is being done and
product may be tangible or
intangible that is services.
Product refers to the product
available with the company for
sale. L'Oreal is dealing in the
fairness cream and it is very
popular.
It refers to the goods and
services, that is being offered
to the customers and to satisfy
the needs of
consumers( Martínez, 2015).
Beauty Giant is launching the
new anti-ageing product called
'Forever young'
Price It refers the value that is given
to the product. Pricing can be
done on various aspects that is
cost of production, market
ability to pay, target
segmented and many other
direct and indirect cost. There
are many types of pricing
strategies is being used before
giving the price to product.
L'Oreal used the price
Beauty giant use the economy
pricing strategy aims to attract
the consumers through price
conscious at the same they
minimise the cost associated
with product that is marketing,
production cost etc. and it is
effective for the large
companies. As they are
launching the new product
'Forever Young' price has to be

skimming strategy that helps
the business to maximise sales
of new products launch by
company it involves the
strategy to set price at the time
of launching and then it lowers
the price gradually according
to the competitors in the
market. The price of Fairness
cream is affordable.
decided.
Place L'Oreal is using distribution
strategy, in distributing its
product sale through third
party that is retailer or
wholesaler and then they
resale its product to their
customers. It helps in reducing
the storage place to maintain
the stock.
Beauty Giant uses the
intensive distribution in this
they can cover maximum
market as much as they can to
increase the sale of product,
the price of the product
remains lower, it is the most
common method used by the
business to reach the
maximum customers. Deciding
the place involves various
strategies if once the product is
being made and price is given
than the next step is how to
deliver to ultimate consumers
(Šonková, Grabowska, 2015).
Promotion Promotion is done through
various modes. L'Oreal is
Beauty Giant using the
strategy of social media

promoting its product through
the various modes but the most
popular mode is advertisement
given on social media that is
Television and they appointed
the celebrity Jennifer Lopez,
Naomi Watts etc. as a brand
ambassadors for their product.
promotion that is Facebook
and google it is the way to
promote the products and
services in relaxed
environment. They connect the
world to potential consumers
they try to avoid the cost incur
on the promotion. In launching
the product Forever Young it
is very necessary to promote it
in the proper way.
People It is very necessary to have a
right people in the organisation
for these companies also need
to motivate the employees by
giving awards and
rewards( Garrido-Moreno and
et.al., 2015). L'Oreal used to
give the rewards as bonus,
incentives according to their
work.
Beauty Giant emphasis on the
employees emotional
commitment and give the
benefits like medical benefit
for the employee's family,
giving the vouchers for lunch
and movie tickets so that they
can retain them and reduce the
labour turnover. They are the
main reason for the success of
any new product launch by the
company.
Process Process refers to entire process
through which the product
reaches to its final customers,
it includes the direct and
indirect activities. L'Oreal
provides the value at customer
interface what the customer
Beauty Giant provides the
service at the time of
consumption before and after
the service. Due to this reason
consumers get attracted and
buy the product.

experience at the same time
Physical Environment L'Oreal is having great
ambience as they have
attractive colour, smell, sound,
music, noise. Ambience of spa
is very calm and relaxing.
It is that marketing
environment where the
physical environment of the
place is being surrounded at
the time of consumption of
service. It is being composed
of ambience, lay-out and
functionality. Beauty Giant is
having very different layout as
the furniture is set up is very
good. Their environment is
well suited to the service they
are giving.
TASK 3
P4. Marketing plan for Beauty Giant
Executive summary : Beauty Giant is a cosmetic selling company. Beauty Giant sells men and
women toiletries of the renounced brand. 50 branches of the company are presently operating in
UK. Now the company is launching its own product “Forever young” which is an anti ageing
cream. As women are very conscious about their skin so now the women can prevent premature
wrinkles or wrinkles due to age by using this cream. This cream will help the women to look
younger preventing sign of ageing.
Mission: The mission of Beauty giant is “To provide quality product and service to its customer”
Vision : The company vision is “To ensure complete satisfaction to its customer by promoting
innovation and social responsibility”
Situational Analysis : The Beauty Giant has a good name in the market due to the quality of
product and service it provides.
SWOT analysis of Beauty Giant

Strength
 The company has the strong image in
the market.
 It has capture the cosmetic market in
UK
 The company is financially stable and
has a skilled labours.
 Beauty giant provide the products of
high quality of the renounced brands.
Weakness
 The company is dependent on the other
companies for the product and sale
 The company is diversified in the
limited area
Opportunities
 Cosmetic market is expected to have an
earning of $429.8 billion by the year
2022(Marketing plan, 2019).
 The use of natural and organic product
has boost the growth of the cosmetic
market. So the company can take the
use of organic product.
Threat
 Low entry barrier in the cosmetic
industry is the reason that there is huge
competition in the market.
 There is close substitute is present in
the market i.e., herbal and organic
products
Opportunities/ Issue analysis: Beauty Giant can create its place in the industry as people are
continuously looking for the new product for themselves. In the recent years the anti ageing
product has gained the huge market share.
Objectives : the objective of the company is to achieve 30% share in the cosmetic industry in
next 5 years. To capture the attention and make large number of people aware of the product by
the end of 2019. Provide product to the customer easily with the help of all distribution channel
including online stores.

Marketing Strategy: The company is focusing on the cosmetic product which is used to prevent
the effect of ageing. The company plans to target the women's of age between 30-60. In order to
sell the product company is using the online channels and also providing its product in the retail
store. The company is planning to adopt an skimming strategy for its product. The company is
planning to sale its product through online stores as well as by intensive Distribution strategy.
Action Programme: For launching the product the company is going to assign a target for each
month for example selling of 10,000 product in each month with the help of its sales team using
personal selling, advertising and promotional campaign. The company is going to give incentives
to its employees for achieving the individual target of the month.
Financial Forecast:
Sources Amount
For Store rent (Per store) $ 25000
Salary to the employees $ 200000
Marketing expenses
Advertising
Promotional campaign
$ 80000
$ 40000
Transportation cost $ 85000
Miscellaneous expenses $ 100000
Total $ 530000
Control : In order to measure its performance that whether the company is successful with the
product or not the company can keep an eye on social media, and can take feedback from the
customers. The company can also use lagging and leading indicator. The leading indicator will
help the company to measure the performance of the company on the basis of revenue, profit,
sales etc., and leading indicator will help to forecast the performance of product in future.

CONCLUSION
From the above report it has been summarised about the different roles and responsibility
of marketing environment and the way they are relating to the organisation. This report also
explains the 7 P's of marketing that is product, price, place, promotion, people, process, physical
environment, at the same the marketing mix of the Beauty Giant is compare from the L'Oreal
company. Marketing plan of the organisation is being develop and evaluate which includes the
importance and the value of marketing plans, objectives, strategies and they also monitor the
plan. Marketing plan explains the strategies used by the organisation in the context of marketing.
REFERENCES
Books and Journals
Chang and et.al., 2015. Persuasive messages, popularity cohesion, and message diffusion in
social media marketing. Journal of Business Research. 68(4) pp.777-782.
Demangeot and et.al., 2015. Multicultural marketplaces: New territory for international
marketing and consumer research. International Marketing Review. 32(2). pp.118-140.
Du Plessis, C., 2015, July. An exploratory analysis of essential elements of content marketing.
In Proceedings of the Second European Conference on Social Media. (pp. 122-129).
French, J. and Russell-Bennett, R., 2015. A hierarchical model of social marketing. Journal of
Social Marketing. 5(2). pp.139-159.
Garrido-Moreno and et.al., 2015. Exploring the role of knowledge management practices in
fostering customer relationship management as a catalyst of marketing
innovation. Baltic Journal of Management. 10(4). pp.393-412.
Karjaluoto and et.al., 2015. The role of digital channels in industrial marketing
communications. Journal of Business & Industrial Marketing. 30(6). pp.703-710.
Kitchen, P.J. and Proctor, T., 2015. Marketing communications in a post-modern world. Journal
of business strategy.36(5). pp.34-42.
Martínez, P., 2015. Customer loyalty: exploring its antecedents from a green marketing
perspective. International Journal of Contemporary Hospitality Management. 27(5).
pp.896-917.
Šonková, T. and Grabowska, M., 2015. Customer engagement: transactional vs. relationship
marketing. Journal of international studies. 8(1). pp.196-207.

Tatar, Ş.B. and Eren-Erdoğmuş, İ., 2016. The effect of social media marketing on brand trust and
brand loyalty for hotels. Information Technology & Tourism.16(3). pp.249-263.
Online
Marketing plan. 2019. [Online] Available through
<https://en.wikipedia.org/wiki/Marketing_plan>
The Marketing Mix 4P’s and 7P’s Explained. 2019. [Online] Available through
<https://marketingmix.co.uk/>