LONDON CHURCHILL COLLEGE

ASSIGNMENT BRIEF

Programme: BTEC Higher National Diploma (HND) in Business (RQF)

Unit Number and Title:
Unit Level:
Unit Lecturer:
Lecturer’s Email
Programme Leader:
Email
Personal Tutor:
Personal Tutor’s Email:
Unit 02. Marketing Essentials
02
Dr Daba Chowdhury
d.chowdhury@londonchurchillcollege.ac.uk
Dr Abu Munsur Hossain
a.hossain@londonchurchillcollege.ac.uk
Bushra Kamaly.
b.kamaly@londonchurchillcollege.ac.uk

Key Dates

Issue date: 29.04.2019

Submission date: 05.07.2019
Result Published Date: 4 weeks after submission (Feedback is available after 3 weeks)

Introduction
This unit is designed to introduce students to the principles of marketing, enabling them to develop a basic
marketing plan and to employ elements of the marketing mix to achieve results. While they will learn the
underpinning theories and frameworks, they will also be able to relate these to real-world examples,
including products/services that they encounter in their own daily lives. Organizations such as Apple,
Google, VISA, Burberry, Zara, Cadbury, Nestle, Unilever, Coca-Cola, Unicef, BP and small local businesses all
have at least one thing in common: they all use marketing to influence customers to engage with their
products and/or services. Whether it is becoming a loyal customer buying a product and service or donating
to a charity, organizations use a range of marketing techniques and tools to inform and influence customers.
The knowledge, understanding and skill sets that students will gain on successfully completing this unit will
enhance their career opportunities; whether setting up their own business or being employed by an
organization.

Learning Outcomes
By the end of this unit students will be able to:
LO1. Explain the role of marketing and how it interrelates with other functional units of an organization.
LO2. Compare ways in which organizations use elements of the marketing mix (7Ps) to achieve overall
business objectives.
LO3. Develop and evaluate a basic marketing plan.

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Scenario Case Study: Using the marketing mix in the fashion industry – A Ben Sherman case study

Introduction
Ben Sherman is a globally recognized lifestyle brand. It has grown from its business beginnings in quality
shirts in Brighton in 1963 and is now sold in 35 countries around the world. It has expanded into the USA,
Europe, and Australasia. As young person reading this, you are a central market segment of Ben Sherman's
target market. A market segment is a group of people with similar needs or characteristics, such as age,
gender or lifestyle. For example, you like music, you like fashion and you are willing to spend money on top
brands that deliver the quality and image that you want. As the company founder Ben Sherman said in
1963: 'Looking good isn’t important, it's everything.' Ben Sherman has developed a balanced marketing mix.
This is often referred to as the 4 P”s - product, price, promotion and place. By getting the mix right, the
company ensures that its products reach the market segments it is aiming the brand at. This approach helps
the business remain competitive and extends its market share and influence. The key ingredients of
product, price, promotion and place are all necessary for the appropriate marketing of the product. Ben
Sherman chooses the right combination of each element to satisfy different customers' needs.

Product: Ben Sherman has to decide whether to create a product and then market it to target customers
(product-orientated) or find out what the market wants and then provide it (market-orientated). To achieve
both, the company produces a wide product range that appeals to all its target market segments. The range
includes casual clothes, formal wear, denim, and footwear and lifestyle accessories, such as underwear,
watches, bags, belts and fragrances. A strong brand image ties the product range together. Each collection
has an umbrella theme.
Product life cycle

Ben Sherman uses major fashion shows to launch its collections to the press. The fashion year has two
cycles the spring/summer season and the autumn/winter one. The fashion industry is highly competitive
and fast-moving. Fashion products tend to have a short life cycle. This means the time between the launch
of a product and the point at which that product is 'mature' is very quick. Competition amongst fashion

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retailers forces businesses to refresh their ranges a number of times in a year. This topping-up modifies the
product as it reaches the maturity stage. The boost of a new product or style then extends the life of the
range. Products need refreshing to avoid the dip in sales during the Saturation stage of the life cycle which
could result in an early decline. The additions and changes help sales rise again, earning extra sales revenue
and profit, as well as maintaining the Ben Sherman brand in the market.

Price: Ben Sherman has to assess which markets its products are aimed at and set a price to match. There
are a number of pricing strategies that a business can use for its products including: Cost based pricing
where the selling price is set to cover the cost of manufacture, market orientated pricing. Market orientated
pricing covers several different approaches: market penetration, where a new product is priced low to
attract a high volume of sales, market skimming where a new product has premium pricing to give high
revenues whilst the product is unique in the market, premium pricing, where there is a uniqueness and
exclusiveness about the product so that it can command a high price, economy pricing, which tends to be
for no-frills, basic products, where the cost of manufacture and marketing are kept to a minimum. The price
of a product relates to its perceived value. Lower priced items will expect a higher volume of sales, whilst
fewer sales of luxury products may achieve the same revenue through higher pricing. A 'product map' shows
where products are positioned in the market. Each product type behaves in a different way. Customers
are willing to pay more for 'aspirational' products, such as designer wear.

These products or brands show that those who own or wear them have a degree of success in their
lives. These brands are not price sensitive, as people are willing to pay premium prices for individuality or
for the latest styles.
• Low price brands often copy the market
• Leaders and may be generic own brands, such as those produced by supermarket chains. The main purpose
of price here is to indicate value for- money and such brands do not expect customers to show loyalty.

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• Ben Sherman produces mostly medium-price range products. Its position in the market for clothing
is shown on the product map diagram. The mix of product and price is clearly evident here. These
brands are identifiable by their quality and style.
• Ben Sherman uses brand identity images like the plectrum logo and the Ben Sherman script label
in subtle ways. Its products are good quality and individually styled and therefore the price reflects
this. There is a relationship between product quality and price (revenue per sale). The pricing also
impacts on the level of sales. Ben Sherman's pricing best matches aspect B.

Place: This refers both to the places where Ben Sherman products may be bought and to the channels of
distribution used to deliver the products to these places. Place is not always a physical building such as a
retail outlet or shop, but includes any means by which the product is made available to the customer. A
business has to balance getting enough of its products to its target customers against the problems or costs
of distributing them. For a premium or luxury brand, making the products too easily available might reduce
the perceived value of the brand. This illustrates the need to select carefully how the marketing mix is put
together to match the product to the needs of the target market. Ben Sherman limits where its products
are sold and keeps a tight rein on how they are sold and its distribution channels. This creates a unique Ben
Sherman experience wherever customers buy its products.

Distribution channels: Ben Sherman uses three traditional distribution channels. Each has distinct
characteristics and different strengths and weaknesses: its own stores - where the brand is strongest, but
requires investment in property, stock and sales people, and independent fashion stores - whilst offering a
unique or more specialized sales channel these outlets carry limited amounts of stock. Also, the costs of
processing, e.g. for delivery and administration, are relatively higher for smaller orders, department stores
- will buy centrally but may want discounts if they order in bulk, reducing Ben Sherman's profitability. Ben
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Sherman works in close partnership with department stores, creating 'shop-in-shops' a unique concept
where the customer feels that they are in a Ben Sherman store. The store shares its marketing information
about what types of customers are purchasing and which products are most in demand. This enables Ben
Sherman and the department store to provide the relevant stock to maximize revenue. Ben Sherman also
has its own stores around the world and opens new ones each year. It has a long-term commitment to
expanding globally. Although the stores represent a big investment, they are important to the company in
controlling its own sales environment and increasing profit. The interiors of its flagship stores reflect British
style and identity through use of antique furniture, music memorabilia, photographs and the Union Jack
flag.

For a limited time in 2007, each store worldwide displayed a specially designed Gibson guitar in a dedicated
window space decorated with and inspired by the Ben Sherman product, brand and music influences.
Gibson is the world's leading guitar specialist and created for Ben Sherman a set of 20 collectable limited
edition guitars. Each unique guitar was then sold at auction online to raise money for charity. Ben Sherman
used the guitar auction online to link the physical worldwide stores to the Internet. The company
transmitted news of the auctions and bids via the Internet and gained online, national and regional press.
Ben Sherman also uses newer channels of distribution. It launched its website www.bensherman.com in
February 2007 to provide a more interactive experience for customers to encourage them to spend more
time on the site and shop: The site provides an online ordering service, It offers news updates for customers
on the latest Ben Sherman products, The website helps to create an online 'community' of people who like
Ben Sherman products. It gives relevant context for Ben Sherman products by providing video and music
links, for example, the top 10 records of the 1970s.This helps to build the brand philosophy and values. The
company sees its online services as particularly important in reaching customers now and in the future.

Promotion: The purpose of promotion is to obtain and retain customers. It covers: ‘above-the-line', which
is using independent media to reach a wide audience easily, but over which the company may have limited
control, for example, magazine advertising. This reaches a mass audience but can be hard to measure its
impact. 'below-the-line', which uses media over which the business has control, for example, directs
mailing. This type of promotion can be more cost-effective and give more measurable response rates. Ben
Sherman uses both above-the-line and below-the-line promotion to help inform customers about its
products. Through this information, it increases the customers' desire to buy its products.

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Promotional activities: Some people think of promotion as being just advertising but advertising is only one
aspect. Promotion may also include: direct mail - for example, catalogues, newsletters you may receive by
post or email, exhibitions or events - Ben Sherman has a high profile at fashion events and music events,
for example, sponsoring a series of live gigs to support new British music in collaboration with with Gibson
guitars and music channel MTV, sales promotions - such as discounts, money-off coupons or competitions,
public relations - perhaps through press conferences or by participating in charitable events, such as the
Gibson Guitar auction for Nor doff Robbins charity, sponsorship - Ben Sherman sponsored the 'Best
Breakthrough Artist' category at the 2007 Q Awards, product placement - Ben Sherman gives clothes to
famous people so that they create publicity when they wear them. This is seen as an endorsement for the
product. Amy Winehouse and Ricki from the Kaiser Chiefs have been used to promote Ben Sherman
products by wearing them at high profile events and featuring in the printed press, branding - you can see
the Ben Sherman brand in the layout and decoration of its stores, its links to music, its advertising
campaigns, packaging and point-of-sales displays

Conclusion: Ben Sherman is a brand that appeals to the youth market. Its responsiveness to changing tastes
in fashion and music throughout the last fifty years has provided it with a unique heritage of quality,
personality and style. This has made Ben Sherman into a great British icon, reflecting British culture as it
does business across the world. Whilst each element of the marketing mix is important in its own right, the
right balance of the four elements is critical. A business must clearly understand its target market - the
customers at which it is aiming its product range - to ensure that it has the marketing mix balanced to
appeal to this market. Ben Sherman's continuing global growth and high profile in music and fashion
demonstrates that, as far as the marketing mix is concerned, it has got the balance right
Source: http://businesscasestudies.co.uk/ben-sherman/using-the-marketing-mix-in-the-fashion-
industry/introduction.html

Specification of Assessment
Based on the above scenario complete the following tasks. You are also allowed to consider any UK
based organization to complete following tasks.
Your answer should be written in a concise, formal business style using single spacing and font size 12. You
are required to make use of table of content, headings, paragraphs and subsections as appropriate, and all
work must be supported with research and referenced using the Harvard referencing system. Please also
provide a bibliography using the Harvard referencing system. A brief Harvard reference guide is attached in
the end of this assignment for you to use. The recommended word limit is 3,500–4,000 words, although
you will not be penalized for exceeding the total word limit.

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LO1 (Task 01):

P1. Explain the key roles and responsibilities of the marketing function.
(Expected Answer Guidelines:
• Define Marketing
• Explain the importance of marketing for the selected organization
• Define marketing function
• Identify the key marketing functions (Market analysis, market segmentation, pricing, distribution,
after sales service etc.)
• Select 3 or 4 and explain their role and responsibilities for the selected organization)

M1. Analyze the roles and responsibilities of marketing in the context of the marketing environment.
(Expected Answer Guidelines:
Analyse the roles and responsibilities of marketing in the context of the following factors of marketing
environment;
• The Political and Regulatory Environment.
• The Economic Environment.
• The Competitive Environment.
• The Technological Environment.
• The Social and Cultural Environment.)

D1. Critically analyses and evaluates the key elements of the marketing function and how they interrelate
with other functional units of an organization.
(Expected Answer Guidelines:
Critically identify and explain the key marketing functions with proper examples and figures (Market
analysis, market segmentation, pricing, distribution, after sales service etc) and relate these functions with
other functional units of Ben Sherman such as HR department, Finance department, Operations
department.)
P2. Explain how roles and responsibilities of marketing relate to the wider organizational context.
(Expected Answer Guidelines:
• Analyze the importance of marketing for the selected organization such as Ben Sherman
• Identify the structure and operation of the organization (Finance, HR, Marketing, Customer Service
etc.)
• Explain the inter relation of marketing unit with other functional unit of the organization)
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M2 Analyze the significance of interrelationships between marketing and other functional units of the
organization.

(Expected Answer Guidelines:

• Discuss the structure and operation of the marketing department (Add relevant figures and
examples)
• Overview of the marketing process and explain how this interrelated with other functional units.

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LO2 (Task 02):

P3. Compare the ways in which two organizations (Ben Sherman or any other Organization of your choice)
apply the marketing mix to the marketing planning process to achieve business objectives.
(Expected Answer Guidelines:
• Define business objectives and its importance for the Ben Sherman or any other organization.
• Define and explain marketing Mix (7Ps- Product, price, place, promotion, people, process and
Physical evidence)
• Discuss the application of marketing mix to the marketing planning process to achieve business
objectives for Ben Sherman.
• Find the similarities and dissimilarities of both discussion.

M3 Evaluate different tactics applied by organizations to demonstrate how business objectives have been
achieved.
(Expected Answer Guidelines:
• Discuss the application of marketing mix to the marketing planning process to achieve business
objectives for both Ben Sherman and another organization)

D2 Design a strategic marketing plan that tactically applies the use of the 7Ps to achieve overall marketing
objectives.
(Expected Answer Guidelines:
• Design a sample strategic marketing plan of Ben Sherman or any other business organization.
• Explain 7Ps with relevant examples
• Discuss how your sample strategic marketing plan can apply the use of 7Ps to achieve its marketing
objectives)

LO3 (Task 3) (Presentation will take place week commencing 17 June 2019)
P4. Produce and evaluate a basic marketing plan for Ben Sherman or any other organization of your choice.
This criterion will be achieved through individual or group presentation.
(Expected Answer Guidelines:
• Define Marketing Plan
• Explain the importance of marketing plan for the organization

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• Identify the key terms (Marketing objectives, and strategies, market segmentation and target
market selection, setting goals and objectives, situational analysis, allocation of resources,
monitoring and control measures etc) of marketing plan and explain 3 or 4 of these terms
• Produce the marketing plan for Coca-Cola or any other organization based on those key terms
• Evaluate the discussed marketing plan based on the evaluation tools (sales analysis, market-share
analysis, efficiency ratios and cost-profitability analysis).

M4 Produce a detailed, coherent evidence-based marketing plan for an organization.

D1 Critique and interpret information and data applying environmental and competitive analysis
to produce a set of valid strategic directions, objectives and tactical actions.
Recommended Resources

Textbooks
BRASSINGTON, F. and PETTITT, S. (2012) Essentials of Marketing. 3rd Ed. Harlow: Pearson. GROUCUTT, J.
and HOPKINS, C. (2015) Marketing (Business Briefings). London: Palgrave Macmillan.
JOBBER, D. and CHADWICK, F. (2012) Principles and Practice of Marketing. 7th Ed. Maidenhead: McGraw-
Hill.
KOTLER, P. and ARMSTRONG, G. (2013) Principles of Marketing. London: Prentice Hall.
MCDONALD, M. and WILSON, H. (2011) Marketing Plans: How to Prepare Them, How to Use Them. 7th Ed.
Chichester: John Riley and Sons.
Journals
Journal of Marketing
Harvard Business Review
Websites
American Marketing Association www.ama.org
Chartered Institute of Marketing (UK) www.cim.co.uk
Links
This unit links to the following related units:
Unit 1: Business and the Business Environment
Unit 22: Product and Service Development
Unit 23: Integrated Marketing Communications

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Unit 37: Consumer Behaviour and Insight

Unit 40: International Marketing
Assignment Submission Instructions

To submit Assignment, please follow the instructions below -

1. Go to the following website: http://www.turnitinuk.com/
2. Start by clicking on the class name you would like to submit to after logging in to Turnitin

3. You will see a two links, one for your Draft Submission and one for the Final Submission.
Click on the Submit button to the right of the assignment you wish to submit. Please
remember that you will only be able to submit to each folder once.

4. Select single file upload from the Submit: pull down menu

5. Enter a title for the submission

6. Once the requirements for single file upload have been reviewed, students have a choice
to upload a file from:
• the computer
• Dropbox
• or Google Drive
Click one of the submission buttons and then select the file you would like to upload

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 LONDON CHURCHILL COLLEGE

7. Click Upload to upload the file

8. Review the preview panel. Click the Confirm button to upload the file to the assignment

If you still have any questions or need any help, please contact with your Personal Tutor.

Assignment Submission Limit

Learners must submit their assignments via Turnitin. Turnitin is an originality checking and
plagiarism prevention service that is used by the College to assess assignments. The College has a
cap on the number of times that an assignment can be submitted through Turnitin. Students will
now only be able to obtain one similarity report prior to their final submission.Students wishing to
generate a similarity report before their final submission should submit their assignment in the
Drafts Folder on Turnitin. Only one submission can be made to this folder and no submissions to
this folder will be assessed.The Final assignment must be submitted in the Final Submission Folder
or the Learner will be considered absent for the submission, even if they have submitted in the
Drafts Folder. For the final submission, Learners must add the feedback front sheet to declare the
authenticity of their assignment.
Achievement of a pass grade

A pass grade is achieved by meeting all the requirements defined in the assessment criteria for
each individual unit.

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Achievement of a merit or distinction grade

All the assessment criteria and merit grade descriptors need to be completed within a unit to
achieve a merit grade. All the assessment criteria, merit and distinction grade descriptors must be
completed within a unit to achieve a distinction grade.

Academic Misconduct

Academic Misconduct is an act of gaining an unfair academic advantage in relation to formal or

informal academic exercises. Examples of academic misconduct are- Cheating in an examination;
Impersonation; Fabrication; Collusion; Plagiarism; Submission of work produced by someone else.
The College consider all academic misconduct seriously. For reference, learners are recommended
to read the following documents and to consult with their Personal Tutors -

• LCC Harvard Referencing Guide (Located in VLE)

• Academic Discipline Policy (Located in VLE)

Mitigating Circumstances

Mitigating circumstances can be defined as circumstances that are unexpected, significantly

disruptive and beyond the control of the student, which could not be reasonably predicted or
accommodated by the student and which affects student’s ability to meet assessment deadlines
or impairs the performance of the student in assessment.If you wish to apply for mitigating
circumstances, you can obtain the form from E-Learning, your personal tutor or reception. The
completed form must be accompanied by evidence such as a medical certificate in the event of
you being sick.Please note that the lecturers do not have the authority to extend the coursework
deadlines and therefore do not ask them to award a coursework extension. For further information
please consider reading the following policy-

• Mitigating Circumstances Policy (Located in E-learning)

Referencing Guide
Harvard Referencing System

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We expect students to use the alphabetical or name-date method known as the HARVARD system.
There are two parts in this system:
1. Citation within text or body of the report:
In this the author's surname and year of publication are cited in the text, e.g. (Bond, 2004).
2. Reference List:
A reference list (of these citations) is included at the end of the assignment, in alphabetical order
by author. The reference list also includes additional details such as the title and publisher.
A bibliography lists relevant items that you have used in the preparation of the assignment but not
cited in your text. A bibliography should also be in the Harvard style and the inclusion of such a list
shows that you have read widely beyond the items you have cited.
Examples of citation within text or body of the report:
a) Cormack (1994, p.32-33) states that................
b) ............. This view has been supported in the work of Cormack (1994, p.32-33).
c) Jones (1946) and Smith (1948) have both shown……
d) Corporate Author: 1st citation: Royal College of Nursing (RCN), 2007 2nd citation: RCN,
2007
Examples of listings in reference list:
i. Books with one author:
Redman, P., 2006. Good essay writing: a social sciences guide. 3rd ed. London: Open
University in assoc. with Sage.
ii. Books with two, three or four authors:
The required elements for a reference are: Authors, Initials, Year. Title of book.Edition.
Place: Publisher
Kirk, J. &Munday, R.J., 1988.Narrative analysis. 3rd ed. Bloomington: Indiana University
Press. Page 11 of 12 BTEC HND in Business/ Managing Human Resources/May 2013
iii. Books with more than four authors:
For books where there are more than four authors, use the first author only with surname
and initials followed by ―et al‖. The required elements for a reference are:
Author, Initials., Year. Title of book.Edition. (only include this if not the first edition) Place:
Publisher
Grace, B. et al., 1988. A history of the world. Princeton, NJ: Princeton University Press.
iv. E-books
For e-books the required elements for a reference are :
Author, Year, title of book. [type of medium] Place of publication: Publisher
Fishman, R., 2005.The rise and fall of suburbia. [e-book]. Chester: Castle Press.
If available at website: Fishman, R., 2005. The rise and fall of suburbia. [e-book]. Chester:
Castle Press.
Available at: libweb.anglia.ac.uk / E-books [accessed 5 June 2005].
v. Journal articles
Author, Initials., Year. Title of article. Full Title of Journal, Volume number (Issue/Part
number), Page numbers.
Perry, C., 2001. What health care assistants know about clean hands. Nursing Times,
97(22), p.63-64.
vi. Newspaper articles

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Author, Initials., Year. Title of article.Full Title of Newspaper Day and month before page
numbers of article.
Slapper, G., 2005. Corporate manslaughter: new issues for lawyers. The Times, 3 Sep. p.4-
5.
vii. Journal articles from an electronic source
Boughton, J.M., 2002. The Bretton Woods proposal: an in-depth look. Political Science
Quarterly, [online]. 42 (6), Available at: http://www.pol.upenn/articles (Blackwell Science
Synergy) [accessed 12 June 2005].
viii. Internet
National electronic Library for Health. 2003. Can walking make you slimmer and healthier?
(Hitting the headlines article) [Online]. (Updated 16 Jan 2005) Available at:
http://www.nhs.uk.hth.walking [accessed 10 April 2005].
The title of a web page is normally the main heading on the page.
ix. E-version of annual reports
Marks & Spencer, 2004.Annual report 2003-2004.[Online]. Available at: http://www-
marks-and-spencer.co.uk/corporate/annual2003/ [accessed 4 June 2005].

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