Marketing Strategies and Comparisons

This report compares the marketing mix of two companies, highlighting their strengths and weaknesses in reaching customers through various channels. The study focuses on market research, promotional activities, and revenue generation to identify best practices. References from journals and books are included for further reading.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
ACTIVITY 1....................................................................................................................................3
Explain key roles and responsibilities of marketing function................................................3
Analysis of roles and responsibilities of marketing with respect to marketing environment and
their interrelationship with other functional departments......................................................6
Critical assessment of key elements of marketing function and their relationship with other
organisational functions..........................................................................................................8
ACTIVITY 2....................................................................................................................................9
Application of marketing mix to achieve business objectives along with comparison with
competition.............................................................................................................................9
Tactics applied by Burberry to achieve organisational goals and objectives.......................12
Formulation of basic marketing plan for an organisation....................................................12
CONCLUSION..............................................................................................................................17
REFERENCES..............................................................................................................................18

INTRODUCTION
Marketing refers to examination and management of exchange relationships. It is a
business process for creation of relationship with customers and fulfilling their requirements. It is
the science and art of exploration, creation and delivering value to customers by which wants of
target market can be fulfilled with high profit (Akbar and et. al., 2017). It determines unfulfilled
wants, desires and needs of customer. Basically it can be defined as aggregation of tasks which
are carried out by organisation for exploring, creating and delivering value to customers so that
their wants can be satisfied within market. It identify most suitable techniques and methods by
which organisation can market their products so that they can attain maximised response from
customers.
In this report Burberry is taken into account, which is a British luxury fashion house. It is
a public limited company which is headquartered in London and was founded in 1856. It mainly
focus on products like ready-to-wear outwear, sunglasses, fashion accessories, fragrances,
trench-coat (mainly known for them) and cosmetics. It was ranked 73 in Interbrand’s best global
brand. This report comprises of various roles and responsibilities of marketing functions, along
with their relation in wider aspect. Apart from this, it also contain details about marketing’s roles
and responsibilities with respect to marketing environment and assessment of key elements of
marketing functions as well as their inter-relation with other functional departments of
organisation. It also focuses on comparison between marketing mix of different organisations
and marketing plan for Burberry for which they can accomplish their organisational objectives.
ACTIVITY 1
Explain key roles and responsibilities of marketing function
Marketing is one of the most crucial activities which are carried out by organisation. By
making use of this, Burberry can have enhanced relationship with their customers. For this it is
essential for organisation to have in-depth marketing analysis which will aid them to develop and
render their services according to demands of customers. Moreover, it also assist them to
produce services through which they can have maximised profits and ensure their sustainability
within market for longer time period (Dioko, 2016). Large numbers of marketing concepts are
present within market and they must be understood so that knowledge can gain about current and
future trends which will prevail within market. Some of them are described below:
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 Product concept: Preferences of customers in terms of organisation and services which
are being offered to customers depends upon quality of services they are being given. For
this Burberry must have effective marketing strategies by which they can improvise
quality as well as uniqueness of their services which can attract more number of
customers. Marketing depends on features which are being provided to customers as they
will act as major driving forces (Duffett, 2017).
 Production concept: It is one of the oldest concepts which emphasised on production of
services and products which are offered by organisation. Burberry focused on reducing
their production cost so that they can maximise number of sales of their products.
Furthermore, it will increase customer’s preferences to opt for services which are being
delivered by such organisations.
 Selling concept: It will emphasise on strategies which are being chosen by organisation
for selling of their products and services. It has been observed that companies like
Burberry needs to have large scale selling and put more efforts on promotional activities
so that they enhance their selling. In this concept focus is on number of sales which have
been occurred rather than relationship with customers.
 Marketing concept: In this customers are major assets and organisations adopt effective
strategies by which they can focus on their customer’s needs. In this aspect Burberry has
opted for pull strategy so that they can become most preferred brand for customers. They
emphasise on providing products which customers needs and fulfil their entire desire.
It is essential for Burberry to opt for marketing concept in effective manner so that they can
have long lasting success and can also ensure their position within market for longer run. There
are certain current and future trends, they are presented below:
Current Trends:
Social Media: By digital transformation and enhancement in technology, communication by use
of different social mediums is mostly opted by people. They include Twitter, Instagram and
Facebook. These mediums are used by most of people and organisation also makes use of these
platforms for doing marketing of their products (Griffitts, 2016). Burberry has made their strong
online presence by which they enhance their position within market.
Content Marketing: It is one of the most trending marketing trends. In this organisations
engage their customer with services and products which are being offered to them. It also two-
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way communication among customer and organisation. By this Burberry can identify needs of
customers by which they can provide them enhanced services. Furthermore, it creates strong
impact on mindset of people as organisation creates influence to opt for their services by
carrying out effectual marketing strategies. Burberry uses appropriate content in their marketing
activities so that they can attract more number of customers towards them (Groucutt and
Hopkins, 2015).
Future Trends:
 Virtual world: With future concern, it is one of the most prominent aspects. By this
companies can provide their customers with personalised marketing by usage of
augmented reality. This will lead to success and this approach is innovative. Moreover,
robots can also be used by Burberry for marketing purpose; this will create affirmative
impact on their growth rate.
 Artificial intelligence: Though it is present in current scenario but it is not used widely
as still research is going on this. But in future it will be trending and used by most of
organisations. By usage of this analysis of data will become more efficient and strategies
can be formulated by organisations like Burberry according to that.
Marketing roles and responsibilities in wider context with respect to marketing are described
below:
Formulation of strategies: It one of the most important marketing role. It assists manager of
marketing department to set up strategies so that they can effectively showcase their services and
products within market. It is essential that marketing strategies must align with other strategies
which are created by management of other departments of Burberry. It will assist them to attain
standards effectually and attain their organisational objectives. For this various campaigns can be
set by Burberry where they can make people aware about services and products which they are
offering to them. This will assist them to achieve goals within desired time frame (Hugos, 2018).
 Market research: Marketing function is responsible for carrying out in-depth research
within market so that they can analyse latest trends, taste and market gap. Marketing
functions of Burberry carry out this responsibility in appropriate way and also identify
opportunities which they can gain market. This will lead to enhancement in brand image
of Burberry. This will assist them to develop suitable products according to needs of
market and will assist them to remain strong with respect to their competitors.
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Information system: Burberry operates their services worldwide, therefore it is crucial for them
to have perfect information system. Marketing function plays important role as Burberry can
exchange information with their other organisations which are present somewhere else (Larson
and Draper, 2015). This will lead them to growth but for this it is mandatory that marketing
function should provide robust information.
 Brand management: It is responsibility of marketing function of Burberry to manage
their brand and also accumulate brands by which they can remain sustainable within
market. For this, they need to have innovative approach and must be open alterations
within system as by this their flexibility will be enhanced.
Analysis of roles and responsibilities of marketing with respect to marketing environment and
their interrelationship with other functional departments
It is essential for Burberry to identify marketing roles responsibilities. They are analysed
below:
 Creating strategies: Marketing environment comprises of various factors they includes
internal and external. Each factor has their own impact on Burberry. Internal factors
include management,employees, customers and stakeholders. External factors comprises
of political, economic, social, technological and many others. They create a strong impact
on what products are being offered by organisation. By analysing these factors marketing
department of Burberry can create strategies which can aid them to remain competitive.
 Market research: When marketing environment is taken into consideration then internal
and external marketing environment is taken into account. This means that these elements
must research appropriately as they can create negative impact on organisation. Like if
requirements of customers are not met then they will switch to another brand. For this
marketing function of Burberry needs to conduct market research in appropriate way by
which they can offerings to customers and present them in suitable way (Muller, 2019).
 Information system: It can be considered as major factor of marketing environment. It
associates internal and external marketing environment of Burberry. As by this needs of
customers can be analysed and they can be processed by employees. Therefore, it is
essential that information should be accurate. By this Burberry can have competitive edge
within market.
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Marketing is interrelated with other departments of Burberry. These interrelations are
described below:
 Marketing and human resource: HR comprises of all employees or individuals who are
part of Burberry and they are responsible for taking organisation towards growth. Human
resource department is responsible for managing these resources in appropriate manner
so that productivity of organisation can be maximised (Pappas, 2017). Moreover,
marketing needs to make sure that HR functions are carried out in required manner so
that performance of employees can be improvised by which they will be able to
accomplish requirements of their customers. There exist two way relationships between
these departments. As HR function provide them effective workforce which assist them
to attain their objectives.
 Marketing and production: These two departments are linked with each other.
Production department needs to research and develop services as per preferences of
customers and trends within market. It is their responsibility to check feasibility of
requirements which are being given by marketing team after analysing or conducting
market research and they also analyse how long it will take to develop specific product.
By conducting market research, marketing function identifies techniques, methods and
processes which can be used by production department for manufacturing large quantities
of products in effective way.
 Marketing and Finance: Within Burberry, Finance department is responsible for
maintaining all the incomes which are generated by organisation. Marketing needs budget
for carrying out market research and other activities, for this they require suitable budget
for communicating and promoting their services within market. Finance department cuts
up cost required in every operation (Piñeiro-Otero and Martínez-Rolán, 2016). They
work in together in effective manner as by preparing budget beforehand will assist
management of Burberry to make finance available at required moment so that their
services are not being hampered and are provided at mentioned time.
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Critical assessment of key elements of marketing function and their relationship with other
organisational functions
There are different elements of marketing functions which are important for Burberry to
identify that marketing of their products within market is carried out in effective manner. Critical
evaluation of these elements is mentioned below:
 Research: It is one of critical aspect of marketing. It assist organisation to collect
information related with outside world in terms of their requirements. It is essential for
development of services and their marketing (Rancati, Gordini and Capatina, 2016). As
without marketing people will not be aware of whether their requirements are
accomplished by Burberry or not. It will also aid in identification of best business
practices which can be opted by organisation. But major challenge which could be faced
by them is as outside environment is dynamic and it becomes difficult for an organisation
to cope up with altering environment. For this Burberry can have a different department
which can check outside environment and formulate policies accordingly so that growth
of organisation is not disrupted.
 Strategy: Information which is collected after market research is evaluated with respect
to its relevancy and what opportunities will it provide to organisation. Strategies are
formulated by management of Burberry accordingly. This is important as by this
organisation can have tactics for carrying out marketing. Marketing strategies may not be
aligned with other strategies, to ensure the effectiveness; these strategies must balance
each other.
 Planning: Strategies are formulated, now these must be planned and executed by
Burberry. Planning includes sales forecast, finance, distribution and communication with
potential or target customers. In this case long term planning will be very risky due to
rapidly changing environment. For this Burberry need to have small objectives and plan
according to them.
It is essential for marketing function to have effective and consistent interrelationship with other
departments so that they can function as a single unit (Rowley, 2016). As integration of these
functions will make sure that there each step is planned and they have formulated policies
simultaneously which will result in enhancement of profitability. It is necessary that Human
resource, production and finance department must be connected with marketing department so
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that they can gain information about customer’s requirement and work accordingly. Whereas HR
department must ensure that skilled labour is provided to marketing function and finance
department should provide them sufficient amount so that they can carry out their functions
effectively (Scarborough, 2016).
ACTIVITY 2
Application of marketing mix to achieve business objectives along with comparison with
competition.
Marketing-mix is the process of the various strategies and plan of actions that a firm uses
to promote and advertise their product in the marketplace. This includes the the various areas to
focus as part of comprehensive marketing plan. This is made up of 7P's which named as Product,
Price, Place, Promotion, Physical evidence, Process, people, etc. This helps the firm to define
their tactics and the status of the current product so that they can make the changes according to
the change in the market and can be able to compete in the competitive marketplace. To compete
with the rivals, Burberry needs to compare their marketing mix with their competitors marketing
mix, the main rival of Burberry is named as Christian Dior, which is an European company deal
in the same sector as Burberry do, this firm is giving tuff competition to the Burberry in the
fashion industry. Below is the difference of marketing mix of both companies -
7P's Burberry Christian Dior
Product The firm is dealing with
fashionable and luxurious
products and this is popular
and has the good reputation
because of the design of the
fashionable product they are
selling to their customers, just
like the Tartan pattern design
is very popular and only
created by the founder of
Burberry.
This business enterprise is
dealing with the fashion
accessories, skin care products,
Fragrances and leather goods,
etc. This is very popular in
selling the perfume and DO of
their firm, example – Poison
and Miss Dior are the famous
fragrances for women's and
girls, along with this, Higher
Cater and Jules are popular
fragrances of men's and Boys.
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Price As it is known that Burberry is
offering all the fashionable and
Luxurious products, so the
price of the goods or products
are higher than the standard
price, as this is for the
customers who prefer to have
the high quality products
rather than price.
In context with the Dior, this
also have the premium price
policy as they provide high
quality products with more
innovation in them, as by
making the trust over the
customers and by having the
positive and good relationship
with their loyal customers.
Place The firm is selling their
products in all over the world,
and having around 500 outlets
in the global market. They are
having the dealership with the
third party and that party help
the firm to sell their products
by using latest technology and
in efficient manner so that the
product of Burberry can be
exploit to more and more
customers (Wirtz and
Lovelock, 2016).
This firm is having more
capability to sell their products
alone in the global market.
They are selling the products
in all over the world but
having the outlets only in 210
countries, which are named as
Beijing, Paris, London, New
York, etc.
Promotion The firm is using the method
of advertisement to promote
their products, they are using
the top class magazines in
which the ad of their products
are placed. Along with this
they are also using the method
of visual media by which they
This firm is promoting their
brand by rewarding their loyal
customers by sending them the
updates of their products via e-
mail. There are some famous
personalities who have help
the firm in promoting their
products, they are named as
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can gain the attention of more
customers and can generate
more revenue.
Blake Lively and Ziyi Zhang.
Process The firm Burberry is using the
online delivery process to gain
the attention of more
customers. They are trying to
reach to all their clients so that
by the enhancement of sale,
they can generate more
revenue (Akbar and et. al.,
2017).
The firm is using the method
of packaging to grab the
attention of customers. If the
outer design is attractive then
the customers will seek to buy
their products more and more.
Dior is having the well-
designed packaging so that
they can attract more
customers.
People The firm is having the trained
employees, which are well
trained in treating their
customers, they are well
known about the customers
choice and what product will
be suitable for customers, they
treat them according to their
requirements and wants.
The firm is having the workers
who are highly skilled in
creating and developing the
unique design and also
adjustable in adopting the
promotional activities like
social media.
Physical Evidence The firm Burberry sells their
products with having the
unique logo of their company,
so that each customers can be
easily able to identify the
product of Burberry. Along
with this, the firm is also
having their own website on
The firm has uses the different
ways for screening the
physical evidence such as their
building and layouts. This also
determine the interest and
behaviour of the customers in
an positive way (Dioko, 2016).
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which many individual can see
and have a look on the new
products of Burberry so that
they can be updated about their
latest products.
Tactics applied by Burberry to achieve organisational goals and objectives.
The firm Burberry is dealing and selling their products in all over the world and having
their presence in the global market. They all follow and adopt the carious different strategies or
plan of actions by which they can be able to attain the desired goals and accomplish the positive
outcomes (Duffett, 2017). Among all the strategies one of them is market segmentation by which
they can be able to target the requirements and wants of the customers. In this, Burberry will
target the adults and youth who are having the interest and are very fond of buying then
fashionable products. Below is the process of market segmentation of Burberry -
 First stage is to identify the needs and demands of the customers, which the firm has
targeted such as youth and adults.
 Positioning the tactics and sets of actions which are formed and enforced.
 Last stage will the assessment and judgement of the process of market segmentation and
getting the feedback or review of the customers.
Formulation of basic marketing plan for an organisation.
The marketing plan is a type of document which measure and evaluate the all marketing
efforts of the firm. This is a type of blueprint that defines that how the company will going to
apply their marketing strategy and use the aggregation of resources to attain the desired goals
including the targeted sales and the acquisition of customers.
Summary of the organisation Burberry
In the present report, Burberry is the chosen organisation which is British luxury house
company and headquartered in London, England by Thomas Burberry. The firm mainly deal in
the ready-made wears, fragrances, goggles or shades, cosmetics and fashionable products, etc.
The firm is having the best goodwill in the global market just because of producing the
innovative products and always try to bring something new for their customers also by satisfying
their needs and demands (Griffitts, 2016). To gain the attention of more customers, the firm has
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decided to produce and launch something new, which is a sun skincare cream, which is
developed for the customers who are having the problem of sunburn, or getting blackish when
they are going anywhere in the noon because of the heat of the sun. This cream will protect their
skin from the heat of sun. The pricing strategy of this product is premium as only middle or high-
class peoples can be able to buy it as they are the one who can afford the costly fashionable and
luxirous products.
SWOT analysis of Burberry
Strength – This is the largest fashion company
in UK which offers and sells the fashionable
and luxurious products along with this they are
having the large network of wholesale and
licensing channels in the global market. Also
the firm is having their presence by their
approx 500 outlets in more than 50 countries.
In addition with this, they are having around
10,000 employees working in the Burberry
company (Groucutt and Hopkins, 2015).
Opportunities – The firm is having the
opportunity of merging their business with the
other firm, by which they can make their
fashion company more affordable. Along with
this by doing more marketing and advertising,
they can enhance their presence in the global
market. Globalisation is also the major
opportunity for the firm to grow their business
at global scale or in international market.
Weaknesses – As the products rates of
Burberry is very high, not everyone can able to
buy their products, this is restricted to the
limited people by which they are having
decrement in their market share. Along with
this, the firm is also having the drawback of
constant fight with the cheap and low
imitations.
Threats – The major threat of Burberry is
having many rivals in case of price and in case
of their visibility. Also, the firm is having the
high cost of their product as compared to their
competitors by which they are losing their
customers. Also this fierce of competition is
tends to reduce the market share of Burberry.
PEST of Burberry
Political Factor - The firm is running its business in many countries and each country is having
their own rules and regulation, and it is very difficult for the organisation to understand the laws
and legislations of each one and then follow them so that this cannot impact on their profitability
and their visibility in the marketplace (Hugos, 2018). As, now the firm is launching its Sun
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Skincare Cream product in the UK then they have to follow the rules and regulations of that
country so that the government of UK can provide them some discount in the tax rates.
Economical Factor – This factor is depend upon the economy of the country in which the firm is
launching their product, as the economic rate of UK is increasing so this can help the firm
Burberry to increase their sale and generate more revenue (Larson and Draper, 2015).
Social Factor – This factor is related with the society, as this shows that how much the people
are having craze of fashionable products, and how much want to look smart and beautiful. In
context with UK, each one of individual are having the interest to look good by utilizing the
products of Burberry. Therefore, this cream, will have the positive outcomes in the UK.
Technological Factor – The new product of Burberry can enhance the sale of then firm only
when the employees of the organisation are fully trained and have the skills of using the high and
advanced technology for promoting and advertising their products such as they can advertise
their product by using social media, magazines, etc.
Marketing objectives for new business plan
The organisation must set their objectives before launching their any new products in the market,
as this can help the firm to attain the goal in an effective time frame (Wirtz and Lovelock, 2016).
The objective of the Burberry new product Sun Skincare cream are as outlined below-
 Specific – The main purpose of Burberry of launching this product is to gain the attention
of more customers so that their sale can be enhanced.
 Measurable – The target is to increment by 20 % in the existing customers.
 Attainable – This aim can be attained by giving the proper training and development
programme to the employees and by promoting in an effective manner.
 Relevancy – This launching product can help the firm to gain the large marketing position
from its overall competitors.
 Time period – The time is bound to attain the target within 5 months of launching.
STP for business of Burberry
Segmentation – The market segmentation is done on the basis of the needs and choice of the
customers. The One market segmentation is psychological, in which the individual who want to
be relax and wanted to look and have good personality (Muller, 2019). The second is
demographic Segmentation in which both the male and females uses the fashionable accessories
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and cosmetics products which make them good looking. This helps the firm ton sustain in the
market for long period of time.
Targeting – This is refers for targeting the small group of individual among the whole
population just to target them for their launching product (Pappas, 2017). Burberry has targeted
the youth and adults for their new sun skincare product, so that they can easily gain attention and
enhance the sale.
Positioning – This is refers to position the business in the market. The firm can enhance their
goodwill in the competitive market by launching the Sun Skincare Cream product in the
marketplace. The launching product should be well-promoted and should provide the true and
accurate information to their users so that they can show their interest in buying that product of
Burberry.
Marketing mix of the Business Plan
The marketing mix is the process of defining the market situations or conditions before
launching any new product in the market. The firm is evaluating the marketing mix of the newly
launched product of Sun Skincare Cream, which is outlined as below -
Product The product Sun Skincare Cream has many
ingredients like turmeric, curd, etc., which save
the customers from the heat of sun. The testing
is also have been done just to prove that this
product will be beneficial for the skin of
customers.
Price The firm has decided to market its price low
while launching and when it get successful
then enhance their prices as the firm mainly
focus on the quality of the product rather than
price (Piñeiro-Otero and Martínez-Rolán,
2016).
Place This product of Burberry is available at each
outlet of the firm as the demand of this product
is high and also the firm uses the online
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method to provide the product to more
customers (Rancati, Gordini and Capatina,
2016).
Promotion The firm uses advertisement and magazine
promotional activities for promoting the
product as because this saves the cost and get
promoted in an effective way. The firm is also
providing the profitable offers to their
customers.
Process The firm is using the latest technology to reach
their customers for promoting their new
product.
People The firm is having highly skilled and talented
workers who can perform their business
operations in a very authentic way
(Scarborough, 2016).
Physical Evidence The firm is having very positive environment,
fragrances and bright lights by which they can
gain the attention of more customers.
Implementation plan for the promotional launch
For launching any product in the market, this is necessary to prepare the budget which is
estimated by the firm, as the amount based on the promotional activities implemented under the
marketing Plan, this is stated that there are many promotional activities which the firm can used
to promote and launch their new product in the market (Rowley, 2016). There are such
promotional channels like online advertising, famous personalities advertisement, magazines,
etc., which have the higher rates and consumes too much time. Below is the budget prepared for
the newly launched product Sun Skincare Cream, given as below -
Particulars Amount
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Promotion on social media(20%) 30000
In Online Platforms (35%) 40000
On magazines(10%) 20000
Mouth publicity (10%) 10000
CONCLUSION
From the above mentioned report, it has been concluded that marketing is defines in the
business enterprise just to market their strong position and building the positive relationship with
their customers. There are different roles of each department and in which the marketing
department is having the lots of duties like to do the market research and get know that what are
theb requirement of the customers, along with this they have to perform various probational
activities, etc., this increase the sale of the firm and generate more revenue. The above report has
covered the comparison of marketing mix of both the companies to get know that which one is
better in the market and the firm should update their customers with accurate information about
their products so that the users can able to buy it and this can enhance the profitability of the
firm.
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