Marketing Fundamentals Report: ESTEE LAUDER - Processes and Strategies

This report provides a comprehensive analysis of marketing fundamentals, using ESTEE LAUDER as a case study. It delves into the processes and stages of marketing, emphasizing the role of the marketing mix (product, place, price, and promotion) in the company's strategy. The report further explores how ESTEE LAUDER creates value for its customers through various marketing activities, including providing education, creating a need, and reaching the target market. Stakeholder engagement is also examined, detailing how communication, consultation, and relationship-building impact marketing activities. Finally, the report reflects on the tactical communication tools used to generate awareness and interest in the brand, providing insights into the practical application of marketing principles. The report underscores the importance of customer service and word-of-mouth marketing in building customer value and brand loyalty. This assignment is a great example of a marketing case study that can be used for academic purposes.

MARKETING
FUNDAMENTALS-2

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1A.........................................................................................................................................1
Processes and stages of marketing including he role of the marketing mix...............................1
Role of marketing in creating value for customers.....................................................................3
Stakeholder engagement and their impact on marketing activities of an organisation...............4
TASK 1B.........................................................................................................................................6
Reflection of the tactical communication tools which used to generate awareness and interest
in project......................................................................................................................................6
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing is most important function of business which play vital role in any business. It
is the key of success of any enterprise. With this regard, researching, promoting and selling of
goods and services in target market helps to accomplish positive results in business. Present
study based on ESTEE LAUDER which is multi manufacturer and marketer of prestige skincare,
fragrance and hair care products.
For gaining insight information of the present study, it covers processes and stages of
marketing with including role of the marketing mix. Furthermore, it includes role of marketing
towards customers. At last, reflection also included that helps to
TASK 1A
Processes and stages of marketing including he role of the marketing mix
Marketing can be defined as the strategy which employed in business to take better
position to fulfil customers needs. In this consideration, stages involved in process to allow
ESTEE LAUDER to evaluate requirements of customers in present and future as well. These
stages also develop methods in different ways to distribute information to customers (Papadas,
Avlonitis and Carrigan, 2017).
Stage 1: Initiation
In initiation phase, identification of problem included that generally face by the
organisation. It considered competition from outside companies and major losses in revenue. In
ESTEE LAUDER after upper management of enterprise demonstrate problem to prepare plan
and make necessary changes.
Stage 2: Reconstitution
In this phase of market orientation process is the presentation of plan which defined and
developed in first stage of ESTEE LAUDER. It requires presenting and explaining plan with
new values in entire business at same time. After this, organisation need to follow and ensure
everyone within the organisation to implement successful plan. When employees of the selected
business not accept new values and plan they need to replace staff members with newer who
work to shared goals of the enterprise (Bass, 2018).
Stage 3: Institutionalisation
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In this phase practice put in developed aspect that presented in stage two.
Institutionalisation include aligning different areas of the business which implement in plan
effectively. In ESTEE LAUDER, it considered orienting training, creating reward system and
realigning structure of power to foster new values and meet with customers needs in market. It is
essentially represented transformation phase of marketing orientation.
Stage 4: Maintenance
It is final stage which include maintaining the changes in business with previously
implemented. Marketing orientation include altering company culture with some extent that is
necessary to make sure new culture remains in effective to continue meeting of market. It
includes everything from new hiring practices in ESTEE LAUDER.
Role of marketing mix
Marketing mix of ESTEE LAUDER includes different elements of 4ps which explain
successfully implemented in the company. They are as follows: Product: The chosen business demonstrate focusing on skincare and beauty products.
They are generally segmented 25 to 35 years old women specially who are outgoing and
middle to upper, etc. Different range of products distributed by ESTEE LAUDER which
include over 15000 products. For instance, cosmetics, fragrances, make up kits, care
products, etc. It helps to customers for their effective engagement which is important part
of service that is offered to visitors inside store (Shaw and Bagozzi, 2018). Place: ESTEE LAUDER work with self owned stores so that innovative design. All the
products can be successfully found in supermarket with different kind of arrangement.
With special target audience, store include sales team and experts people who handle
different types of products which needed with offering tutorial make up. Hence, lot of
experience value attached with shopping brand (Tuten and Solomon, 2017). Price: With large variety of product lines, there are more than 300 sub brands presents in
the chosen business. Therefore, different range of price include for mass collection and
provide unique high end products. In this aspect, ESTEE LAUDER dealing on
competitive pricing that helps to increase operational efficiency. Greater margin also
successfully develop with different marketing tactics. Discounted offers with beauty
insider are also offered.
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 Promotion: With the help of adding unique features of online sales in different areas,
ESTEE LAUDER can easily promote products and services. In this regard, luxury brand
with push strategy for marketing and promotion. With this aspect, free sample distributed
by the company to try products by women (Papadas, Avlonitis and Carrigan, 2017).
Therefore, it helps to deal with various stories developed around it. In addition to this,
social media also used as promotion tool that helps to provide features and benefits of
different products in marketing of goods
Role of marketing in creating value for customers
Marketing is a set of activities which is related with creating, communicating, delivering
and exchange offers which increase value for others. Marketing creates, communicates and
delivers value to customers so that it leads with fundamental point. Results of efforts also create
value that is measured to understand customer perception of particular value. Customer value is
the satisfaction of experience which undertaken with given action that helps to receive desired
value of outcomes. There is no business place with emphasis on its customers. This is because,
considering customer is important at all stages that helps to ensure greater customer satisfaction
and increase long term goals. As a result, considering customer is important at all levels for long
term goals. In ESTEE LAUDER, there are several roles of marketing which creating value for
customers towards products and services in following manner: Providing education: Marketing communication helps to focus on explaining features of
new products and its usefulness for customers. In this consideration, the chosen business
can show its innovative, creative features that come with new model. Furthermore, in
ESTEE LAUDER benefits towards customers has been show in reflective manner so that
information share in right manner. Creating a need: When facts for products are more important, marketers need to
understand why they have need for new products. In this regard, ESTEE LAUDER need
to develop different choice that helps to customers to accomplish their needs. Fashionable
designs of products and services needs assists in increasing style of product that allow
creating its need for the user (Tuten and Solomon, 2017). Reaching the target market: Moreover, marketers must need to understand their target
market so that people are need to concentrate on purchase of products and services. There
are different factors need to be considered to reach target market. As a result, it involves
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age range, income level, education level, etc. (Papadas, Avlonitis and Carrigan, 2017).
When marketers of ESTEE LAUDER understand who are ultimate customers, they can
create message which appeal to place right message towards customers. Marketing create, communicate and deliver value: Marketing demonstrates internal
chain of sourcing, operations, sales, process and customer services which contributes to
create more value. With support operations such as HR and accounting, customers
directly or indirectly inform their perception (Turner, 2016). Therefore, in ESTEE
LAUDER results with efforts develop to create and measure customer perception. Word of mouth: Underestimating power of customer is detrimental in success of the
business. In this regard, products are taking with effects of quick response when word of
mouth ascertained in ESTEE LAUDER. It is fast worldwide communication system that
can be undertaken to take quick response at workplace. It is successful marketing which
integrate to increase customer value in business. On the basis of effectiveness, the chosen
business will easily integrate positive response (Hudson and Hudson, 2017).
 Customer service: Customer value is also successfully develop with considering their
needs in development and promotion. Therefore, it is emphasis on requirements of
customers which considered after products marketed which is very important to ESTEE
LAUDER. Building strong relationship with customers offer valuable information which
helps to design more marketing efforts in the future (Gupta and Pauna, 2019).
Stakeholder engagement and their impact on marketing activities of an organisation
Stakeholder engagement consist important activity in the business which successfully
implemented to gain success with project delivery. With marketing activities of ESTEE
LAUDER, stakeholder engagement respond with output to deliver more benefit with usual
functions. There are several ways in which stakeholders engagement consist in the selected
business which explains under here: Communicate: ESTEE LAUDER has aiming to engage and influence their stakeholder
with crucial to seek and understand people to work with them. In this regard, they are
generally relying throughout the phases which helps to marketing activities and share
information with stakeholders. It is important to first gather information regarding
different stakeholders to communicate several advantages. As a result, it helps to offer
creative business performances at workplace. On marketing activities, it impacts
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positively because stakeholder engagement increase communication of business with
several people so that it is important to show more effectiveness (Papadas, Avlonitis and
Carrigan, 2017). Consult, early and often: In the business, it is important to project must be complete in
early stage which may be unclear to its stakeholders in term of purpose, scope and risks.
With the help of regular consultation, it can be stated that it is essential to ensure
important requirements to deliver right solution. In ESTEE LAUDER, it is negotiates
acceptable to the majority of stakeholders. Hence, it helps to deliver engagement of
several people in the business so that marketing activities of the business regulate in
appropriate manner (Parsons and Lepkowska-White, 2018). Remembering with human: Within the ESTEE LAUDER, there are different aspects of
stakeholder engagement which helps to do functions and operations to increase
awareness of human feelings and potential personal agenda. With the help of
understanding, root cause has been identified so that different people can assess better
work together which helps to maintain productive relationship. In this regard, marketing
activities continuously expanded to deliver productivity in the business (Borg and Rao,
2016). Plan it: In order to continuous develop stakeholder engagement, it can be stated that
more conscientious and measured approach which is essential to encourage people in the
chosen business. In this consideration, investment in careful planning helps to engage
people which bring significant benefits. In addition to this, global teams and stakeholder
engagement shows organisational changes with stakeholder management. According to
stakeholder communication improvement, it can be stated that significant benefits can
easily bring that is essential to make organisational change (Shaw and Bagozzi, 2018). Relationship is key: Developing relationship results also develop trust so that people
work together more easily and effectively. This is because, investing efforts also
identifying and building stakeholder relationship increase more confidence across project
environment and minimise uncertainty in ESTEE LAUDER. In marketing activities it
impacts positively to solve speed problem solving and decision-making. Furthermore,
uncertainties also assess in the organisation with marketing activities which would helps
to deliver effectiveness and improvements in relationship (Chaffey and Smith, 2017).
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 Simple but it not easy: On the basis of over and above conventional planning, it cam be
stated that using foresight to anticipate hazards taking simple and timely actions with
stakeholders where significant improvement needed for project delivery. In ESTEE
LAUDER, principle is self-evident in practice which is rarely done in the organisation. It
impacts positively on marketing activities of the business because practices undertaken to
attain more effectiveness (Tuten and Solomon, 2017). It helps to deliver right things to
customers. However, marketing is not simple and easy but it need to be considered in
right manner to improve stakeholders communication.
TASK 1B
Reflection of the tactical communication tools which used to generate awareness and interest in
project
In order to demonstrate understanding and leading with reflective assessment, following
elements used that communicate and used to generate awareness with interest: Description: From the given report, I have analysed different aspects of consideration
that helps to improve communication in appropriate manner. With this regard, marketing
activities helps to deal in wide range success which access from different range of
sources that are used and communicate to generate more awareness and interest of people
as well. In this consideration, stages of marketing includes which assists to generate my
knowledge to evaluate requirements of marketing activities which helps to possess
different roles to increase promotion of business. Currently, ESTEE LAUDER deals in
several products so that it is essential to increase my understanding to respond in
effective manner. Feelings: I felt very energetic to find importance of marketing in the selected business.
Therefore, it considered extremely to take response in presence of learners effectiveness.
Along with this, I had understood that competitive pricing strategy helps to deal in
business with innovative functions and operations in useful consideration. On the basis of
this pricing strategy, it can be stated that the chosen business will easily deal with right
members of the organisation. As a result, it assists to communicate roles and
responsibilities which would helps to evaluate information in right manner. Furthermore,
I have gain social media importance with ascertained significant advantages in the
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business. This is because, it is used to promote products and services in different areas
that is important to lead with generate more awareness and interest of people. In the
situation, I also realised that marketing activities also useful to feel less embarrassed so
that experience also need to increase which develop my understanding that reflect to my
own experience which undertaken with reaction as well. Evaluation: At the time, I have not felt that marketing activities successfully
implemented in the business. Hence, I have undertaken support with more experience
which shows more positive work in the business. In order to determine effective results in
ESTEE LAUDER, marketing helps to ascertained with positive effectiveness that helps
to attain overall goals and objectives. With this aspect, use of different services will assist
to tailor acceptance with clicking on settings. In order to combine different activities, it
can be stated that marketing also play important role which create significant advantages
in the business. Analysis: On the basis of generate awareness, it can be stated that I had understood
effectiveness of different marketing tools that are essentially used in the organisation. It
helps to deal with innovative functions and operations that ascertained with individual
and group performances. Provide social media features helps to increase interest in the
project, programme and portfolio in which work involved and affected by the outcomes. Conclusion: In retrospect, I would do several things in different manner so that I should
need have perfect knowledge of marketing. This is because, more assertive with advising
from the analysis can successfully develop so that I can continue with understanding and
learning. However, incident also made to building relationship with several people.
 Action plan: In the future, I ensure that building relationship with marketing components
helps to important concept. In this regard, programme successfully develop with team
building so that I do not feel pressured. I also take plan which helps to increase my
awareness so that presentation skills towards marketing activities successfully expanded
which intend to practise session afterwards. This experience also made to realise that
relationship with different stakeholders in easy manner.
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CONCLUSION
From the present study, it can be concluded that marketing considered important role in
the business success. In this regard, marketing role towards ESTEE LAUDER effectively applied
that helps to building team to provide qualitative products to ultimate customer.
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REFERENCES
Books and Journals
Borg, E. and Rao, P.M., 2016. Four Models for the Globalisation of Health Care: Alternative
Approaches to International Marketing. In Academy of International Business (AIB),
annual conference, New Orleans, USA, June 27-30, 2016..
Chaffey, D. and Smith, P.R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Taylor & Francis.
Gupta, D. and Pauna, M., 2019. Content usage in an omni-channel marketing world. Journal of
Digital Media Management. 7(3). pp.221-233.
Hudson, S. and Hudson, L., 2017. Marketing in action: Hotels responding to ‘bleisure’trend.
SAGE Publications Ltd.
Papadas, K.K., Avlonitis, G.J. and Carrigan, M., 2017. Green marketing orientation:
Conceptualization, scale development and validation. Journal of Business Research. 80.
pp.236-246.
Parsons, A.L. and Lepkowska-White, E., 2018. Social media marketing management: A
conceptual framework. Journal of Internet Commerce. 17(2). pp.81-95.
Shaw, S.D. and Bagozzi, R.P., 2018. The neuropsychology of consumer behavior and marketing.
Consumer Psychology Review. 1(1). pp.22-40.
Turner, R., 2016. Risks in Project Marketing. In Managing Project Risks for Competitive
Advantage in Changing Business Environments (pp. 217-230). IGI Global.
Tuten, T.L. and Solomon, M.R., 2017. Social media marketing. Sage.
Online
Bass, B., 2018. Four Stages of Marketing Orientation. [Online] Available through:
<https://smallbusiness.chron.com/four-stages-marketing-orientation-23003.html>.
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