Roles and Responsibilities of Marketing Function in Burberry

This report discusses the various roles and responsibilities of marketing function in Burberry, a multinational retail organization. It also explores the roles of marketing in the market environment and its relation to the wider organizational context.

MARKETING
ESSENTIALS

Contents
Introduction.................................................................................................................................................3
Activity 1.....................................................................................................................................................3
Roles and responsibilities of marketing function.....................................................................................3
Roles of responsibilities of marketing in the context of market environment..........................................5
Roles and responsibilities of marketing relate to the wider organizational context..................................7
Activity 2...................................................................................................................................................10
Comparison of marketing mix of different organisations......................................................................10
Tactics applied by Burberry to achieve organisational goals and objectives.........................................17
Formulation of basic marketing plan for an organisation......................................................................17
Conclusion.................................................................................................................................................21
References.................................................................................................................................................22

Introduction
Marketing in business refers to the process of attracting potential customers towards the
products of an organisation by using techniques and tools such as advertisements, promotions,
etc. In this modern world, business firms are facing stiff competition from their rivals due to
attractive marketing techniques. Customers are essential for any business who purchases the
products and services provided by the company. It is the prime duty of an organisation to retain
their customers from going anywhere else. This report file is based on Burberry which is a retail
organisationof UK providing huge range of fashionable products, fragrances, cosmetic items,
clothing etc. to the customers in more than 51 countries. The company was founded in 1856 in
the city of London, UK. This report will discuss the various roles and responsibilities of
marketing function along with the roles which are performed by the marketing function in the
marketing environment. This report will also discuss how marketing mix is applied indifferent
organisations for the development of their strategies and plans. This report will also discuss a
basic marketing plan in the end which will contain the strategies and plans for achieving the
desired organisational goals.
Activity 1
Roles and responsibilities of marketing function
Burberry is a multinational company which is having a large number of operations or
stores in more than 52 countries throughout the world. The company is surviving in the
competitive global environment because of having different departments which are performing
their roles and responsibilities for achieving the organisational goals and objectives. Marketing
department is also an important department of Burberry who is contributing their maximum
efforts for accomplishing the organisational goal of largest market share in the global retail
market (Functions of marketing, 2017). This department look out the marketing activities of the
company for attracting the customers towards the products and services which are provided by
the firm. This department plays an important role in improving the business performance and
productivity. Through the marketing activities, this department is working continuously for
improving the sales, profit, revenue and customer relationship etc. so that firm can survive for a
long period of time in the market. There are various roles and responsibilities which are
performed by the marketing department of Burberry which are discussed below:

Better customer relationship: Marketing department has the responsibility to maintain the
loyalty and trust among the customers towards the company. The marketing department do this
by using promotional techniques through which they communicate with customers for
influencing their behaviour towards the products of organisation. The marketing department of
Burberry is also using techniques such as engaging customers through quizzes and hashtags.
Through this, customers keep in touch with the company which will strengthen the relationship
between the company and its customers. This also enhances the satisfaction and loyalty among
the customers due to which they keep interested in the products of the Burberry
Social media handles: The marketing department is also responsible for managing and
monitoring the company’s profile on the social media handles. Through this, the marketing
department stay connected with their customers for providing the information regarding the
offerings of the company so that sales and performance of the products can be enhanced. The
marketing department of the Burberry is using various social media platforms such as Facebook,
Instagram, and Twitter etc. for interacting with the customers regarding the products and services
of the company. The marketing department also takes feedback and suggestions from the
customers regarding the improvements in products in order to improve the customer satisfaction.
Determining consumer and market trends: The market department also analyses the
market conditions and information in order to determine the trends of customers and market.
This is essential for the marketing department in order to convey the information to production
department for producing products which can fulfil the needs and demand of the customers and
market. It helps the company is achieving sustainability in the market place for a long period of
time. The marketing department of the Burberry is also using the market research for
determining the on-going changes in the mind-set of the customers so that the products can be
provided accordingly based on the needs and demands.
Preparing marketing budget: It is the responsibility of marketing department to prepare
budget for carrying out the marketing activities. This is essential because availability of funds
can prevent the future situations which can impact the marketing activities. The marketing
department of the Burberry also prepares the budget for their marketing activities in order to
achieve their desired organisational goals and objectives (Shaw, 2016). This budget is prepared
on the analysis of past and future budget and their variation with the estimated results. This

analysis is necessary for forecasting the future requirements of the marketing department so that
they can perform their functions for improving the productivity of the company.
Preparing strategic marketing plan: This plan is a document in which the desired
strategies, products, strengths of the company, competitor analysis, etc. are mentioned. Effective
marketing plan is necessary for the organisation in order to achieve the new heights in business
and developing cost efficient strategies for survive in the long term. This plan is prepared by
Burberry’s marketing department for determining the target and goals which must be achieved
by the company in a predetermined period of time.
Improving brand image: This is also performed by the marketing department by creating
awareness among the customers regarding the products and services which are provided by their
organisation to the customers. This is very important for business firms so that they can improve
the brand image of the firm (Rossi, Allenby and McCulloch, 2012). The marketing department of
Burberry is using the CSR activities, discounts and offers for enhancing the brand awareness
which will also improve the brand image of the company in the competitive market place. This
will also assist the firm in improving the growth rate and success for sustaining in the market
place.
The marketing department of the Burberry is efficiently performing their roles and
responsibilities so that they can provide their contribution in the development and growth of the
organisation in an effective manner. The marketing department in Burberry is working 24*7 so
that they can maintain the trust and loyalty of their customers towards the offerings of the
company for achieving higher customer satisfaction (Pike, 2015). However, the department fails
to use the updated software and tools in their working due to which they are not performing well
at the workplace. This is highly essential for the management to provide updated tools and
software to the marketing department so that they efficiency can be improved.
Roles of responsibilities of marketing in the context of market environment
Marketing environment consist of various elements which are highly useful for the
marketing department of the Burberry such as pricing, promotion, distribution etc. for planning
and developing strategies (Papasolomou and Melanthiou, 2012). By using the concept of
marketing environment, Burberry can retain their focused customers for a long period of time as
these elements are considered in decision making for providing the products. The marketing
department plays various roles in the marketing environment. Some of these roles are as follows:

Developing marketingplans/strategies:The main aim of marketing department is the
development of strategies and plans for the marketing activities. These strategies are required for
determining the potential trends, needs and demands of the customers etc. By determining these
factors, the company can provide its products accordingly (Nguyen and Simkin, 2012). For this,
the marketing department of Burberry is using the social media for understanding their mind-set
so that the products can be provided accordingly. The company is maintaining the balance
between the organisational goals and market opportunities so that market share can be enhanced.
But social media also has fake profiles due to which they could not bring effective results to the
organisation as their ideas are not based on the product usage but rather on word of mouth.
Using marketing information system: MIS is a useful tool for getting the insights
regarding the products, strategies, performance of employees, distribution etc. to the marketing
department based on which the marketing department takes their decision (Malhotra, Birks and
Wills, 2013). The marketing department of Burberry is also using the Marketing information
system for staying update with the activities of organisation. For example: Marketing department
uses MIS when they have to track the status of their logistics which is shown in MIS on a real
time basis. However MIS also has several limitations because it works on GPS location which
can sometimes shows wrong location which can leads to the late execution of assigned task.
Monitoring of market: The marketing department in an organisation needs to monitor the
market for determining the trend and changes in marketing environment. This is essential
becauseit helps marketing department in determining the new development which can improve
the position of the company. These new development includes market trends, social factors,
political and economic fluctuations etc.Marketing department of Burberry is keeping an eye on
the market so that any possible opportunity can be grabbed by the company for improving the
sales and profit.But for monitoring the market, company has to conduct market research which is
a cost and time consuming process and can be proved expensive for the Burberry.
Marketing research: Market research is conducted by the business organisations in order
to determine the trends and changes which are going on in the market due to the advancement in
technology and standard of living. The market research is also useful for determining the future
performance based on the past and present performance (Lamb, Hair and McDaniel, 2011).
Marketing department of Burberry is conducting market research by themselves which is
essential for them as their effectiveness depends upon the trends and requirements of the market.

For example, Theincreasing demand of organic beauty cream due to the health benefits is
grabbed by the company and Burberry launched their own organic beauty cream for improving
their sales as well as to meet the expectations of the world. But as discussed earlier, the major
drawback of this is that it is time and cost consuming due to which company may face problems.
Improving brand image: Marketing department is mainly performing its operations for
building the brand image of the organisation in the marketplace.The brand image plays a major
role in attracting the customers. Burberry is a global company having operations in more than 51
countries due to which company has a good image in the global market. However, the marketing
department of the Burberry is working hard for improving the brand image of the firm in order to
achieve competitive advantage over the competitors such as H&M, ZARA, etc. For this, the
marketing department is using advertisement on the social media, internet, etc.
Roles and responsibilities of marketing relate to the wider organizational context
Burberry is a huge multinational firm who is operating in more than 51 countries. In order
to survive in the highly competitive business environment, various departments of the Burberry
are providing their maximum possible efforts in performing their work (Kennedy and Parsons,
2014). These departments are the backbone of the Burberry which is responsible for the huge
success of the firm. These other departments need assistance from the marketing department in
order to effectively provide their contribution in the success of the firm. These departments
should coordinate with marketing department in proper manner so that the company can sustain
in the market. This interrelation of marketing department with other departments is discussed
below:
 Marketing department and Human Resource department: Human resource department
is the backbone of company who provides workers to the different organisational
functions. The marketing department publish the job positions on the different platforms
for attracting the candidates (Katengeza, Okello and Jambo, 2011). The HR department
and Marketing department of Burberry are working together so that talented and skilled
employees can be recruited. These candidates perform their work with efficiency for
achieving the organisational goals in proper manner.
 Marketing department and Sales department: Selling is the most important activity of an
organisation. The organisations need to do proper planning regarding the sales in order to
achieve high number of sales (Jones and Rowley, 2011). Marketing department analyses

the various options in the marketplace for selling the products and services. Marketing
department of the Burberry is providing the accurate information regarding the suitable
for marketing the products. The company can cover more market share by using the
updated tools provided by the marketing department. Marketing department also analyses
the market regarding the demand and supply in order to predict the non-availability of the
products.
 Marketing department and Production department: Production department of an
organisation is responsible for manufacturing the products. Marketing department
analyses the market trends and taste of preferences. Whereas by using the help from
marketing department, Production department can manufacture the products according to
the demand and taste of their customers (Hsu, 2011). These both departments of Burberry
are working together for manufacturing quality based products which can satisfy the
expectations of customers. These satisfied customers will purchase the products of firm
again which will also improve the relationship and brand image of company.
 Marketing department and Finance department: Finance department monitor the cash
and other monetary expenses of firm. It is very essential for finance department to control
the expenses of firm as these can directly affect the profitability of business. These funds
can be raised through various methods. Marketing department determines the suitable
option in order to get the best returns and provide the option to finance
department.Burberry’s both departments are supporting each other in performing their
roles. For example: Marketing department needs money for purchasing the promotional
tools which is provided by the finance department and finance department needs funds
for ensuring smooth flow of business operations whose details are provided by marketing
department. The marketing department also estimates the future costs which can occur to
business by using analytical tools such as Google analytics, surveys etc.
Significance of marketing function in relation to other departments
Marketing department is the major function of an organisation which provides support to
the other departments of the organisation. These departments such as HR, sales, finance and
marketing should perform the work by coordinating with each other. By using the coordination
they can perform their business function properly. For example: By using the help from
marketing department, production department can manufacture the quality based products which

can satisfy the needs of customers (Fırat, 2013). By using the help from marketing department,
finance department can gather the required amount of funds which can be used for the business
functions. Also HR department can recruit the talented and skilled candidates from a pool of
applicants which are attracted through the advertisements done by marketing team. These all
other departments of an organisation needs to coordinate with marketing department in order to
deliver the products which can meet the expectations of the customers. The firm can gain high
sales and profit if customers are satisfied with the provided products. The company can achieve
sustainability in the market if the customers are happy with the provided products of the
company.
Elements of marketing function
Marketing involves various activities such as product design, pricing, strategies,
advertising and others (Desai, 2013). However these activities are come in between the process
of marketing. There are some elements of marketing function which are discussed as follows:
Research: It is very essential for the marketing department to gather the important
information of outside environment which is essential for developing and marketing products
(Dibb and Simkin, 2013). Market research will assist the Burberry in determining the suitable
work practices which can be used by the company. However, challenge is that the business
environment is dynamic in nature due to which it keeps on changing. The Burberry can set up an
division which will perform the work of conducting market research.
Strategy: The data collected from the market research is evaluated on the basis of
strategies as well as opportunity. After the evaluation, strategies are developed for the marketing
activities. The main challenge in this is that the new strategies could not be aligned with the
previous strategies which can impact the business in achieving its goals.
Planning: After the development of strategies, Burberry needs to develop a plan for
implementing the strategies. This planning consist of financial planning, sales forecast,
distribution as well as communication (Daniel, 2011). The major challenge is that the long-term
planning in a dynamic environment can be proved risky and so the Burberry needs to stay
focused on homogeneous aspects during the run.
These 3 elements are very crucial for any marketing department in order to get effective
results and success in their work. The marketing department needs to consider these elements
while performing the business operations so that success of the company can be ensured.

Activity 2
Comparison of marketing mix of different organisations
Marketing mix is the suitable course of action which is taken by the organisation for promoting
its products and services in the market. Marketing mix consist of seven elements such as product,
price, place, promotion, people, process and physical evidence (Marketing Mix. 2017). Through
this process, company can stay updated regarding the relevant changes which must be done in
the products, or operations of the company for achieving a higher competitive edge in the
market. Burberry can also use the Marketing mix for determining its position in the market. Fir
this, Burberry needs to compare its marketing mix with the competitors in order to determine the
variations which should be eliminated. Christian Dior is Europe based organisation engaging in
the same sector as Burberry and giving tough competition to the Burberry in the market. The
comparison of marketing mix for both of the organisation is as follows:

Figure 1: Marketing mix
Elements Burberry Christian Dior
Product Burberry is a multinational
company having a broad range
of fashion products which are
fashionable as well as
luxurious. These products
include accessories. Clothing,
cosmetics, fragrances and
many more. The products
provided by the organisation
Christian Dior is a UK based
firm having a wide range of
products too such as leather
goods, fashion accessories,
timepieces, fragrances, skin
care products and many more.
The company is also providing
the products based on the
demographics such as Miss

are of high quality as well as
of unique designs. The
products of the Burberry are
manufactured by using
exquisite materials which can
stay good for a long time
period. For example, Tartan
Pattern is a unique design
which is developed by the
founders of the company
which is attracting a large
number of customers towards
the offerings of the company
in the global competitive
market.
Dior and Poison are the most
popular fragrances among the
people which is for women
and Sauvage, Jules and Higher
cater are some products which
are popular among the people
but are meant for Men only.
Price The products which are
provided by the Burberry are
belongs to the premium and
luxurious range as the
company is targeting high
class and above middle class
people who can purchase the
products of the company
without any problem or worry
of finance and economical
condition (Clow and James,
2013). The prices of the
Burberry products are high
also because of the quality
based products which are
manufactured from quality
The prices of the products
provided by the Dior are high
because the company is
targeting high-class and high
income group. This is because
such people do not
compromise with quality. The
company is adopting premium
pricing policy for providing its
products to the customers. This
is because the company wants
to build good relationship with
their customers which are
based on trust.

based raw materials. The
company prefers quality over
the quantity due to which the
company is focused on quality
of the products not on prices.
Place Burberry has more than 500
stores and outlets in around 51
countries. These outlets or
stores of the company provide
the products to the customers
throughout the world. The
company is also providing
their products through the
global franchises and branded
stores along with third party
dealers. By coordinating with
these franchises, third parties
etc. company can ensure that
the products of the company
are available to the people
throughout the world. Also the
company can provides its
products in an effective
manner as the products are
reaching to the customers
easily.
The products of the Dior are
available for the customers
throughout their more than 210
locations around the world.
The franchise stores of the
company are located at
popular places such as New
York, London, Tokyo, Beijing
and Paris etc. The company Is
following direct selling
method for selling their
products from their own stores.
The company has a good
franchisee network in which a
large number of workers are
providing effective services to
the customers by using their
strong skills and knowledge.
Promotion Burberry is a global brand who
is heavily spending on the
promotions of their products.
The company is using the
Dior believes in the ideology
of maintain relations based on
trust and relationship. The
company is using reward

high-class magazines for
placing the advertisements in
which the advertisements are
seen by a large number of
people. Also the company is
using digital media for
launching and promoting their
products and services in the
market. Presently the company
has added “Romeo Beckham”
in their Festive campaign
which can generate high sales
and revenue which will also
improve the profitability of the
company.
system for promoting their
products. The company is
rewarding their loyal
customers by providing them
rewards on multiple purchases
in order to enhance their
loyalty and trust. Also the
celebrities such as Ziyi Zhang,
Blake Lively and Madonna are
promoting the products of Dior
in the marketplace (Cabrera
and Williams 2014). The
company is using text
messages and email
advertisements for providing
latest news to their customers
regarding the products,
company, promotional
coupons etc.
People The employees working at the
Burberry stores and business
operations are very efficient in
their working due to having
suitable skills and qualities
which enables them to perform
the hard work. Burberry is also
providing training and
development sessions to the
workforce in order to improve
their skills and capabilities for
improving the performance
The employees of Dior are
possessed with skills such as
communication, technical, etc.
due to which they are working
with the required efficiency in
order to achieve their goals in
an effective manner. The
company also provide the
training and development
sessions to them for improving
their personal skills for further
development in their future

and efficiency too (Brady,
2014). Burberry is training
their employees through
persuasive techniques so that
suitable skills can be
developed among them for
treating their customers in an
effective manner. For
example: The workers of
Burberry stores are very
helpful in nature due to which
they also suggest the
customers what to buy
according to their needs. This
assists the customers in taking
the proper decision for
purchasing the products of the
company.
career. The company is also
using the social media
platforms for attracting
potential candidates towards
the vacant position in the
company. These talented
employees are providing
effective solution to the
customers regarding their
problems and purchasing
decision for enhancing the
customer satisfaction.
Process Burberry’s processes are very
efficient and effective as the
company has installed updated
machinery and equipments in
the business functions in order
to ensure the consistency in
operations. These systems also
help the retailers in
determining the suitable
amount of inventory which is
present in the stores in present
time. This is developed for the
ease of customers so that they
The products of the Dior are
manufactured by using the
updated technology and
machinery so that good quality
products can be manufactured.
The company has selected
chain of distributors who
provides the products to the
stores of company. The
company is also using the
techniques such as TQM, six
sigma etc. for eliminating the
waste as well as to enhance the

will get the products of
Burberry on right time. These
processes include Inventory
management, distribution
network etc. which facilitate
customers in getting the
products at right time as well
as facilitate the company in
delivering the products to the
customers at right time.
Company is also using online
platform for delivering the
products to a large number of
customers in proper manner.
productivity and profitability.
Physical evidence Burberry is selling their
products in a different colour
packaging which allows
customers to identify the
products easily. Also this is
essential for differentiating the
products of the Burberry from
the competitor’s products. The
company also has a website at
where the customers can see
the products of company
through the HD and attractive
pictures. The stores of the
Burberry are also fragranced,
airy, spacious and proper
ambience. Also the lighting of
the stores also attracts the
The products of the Dior are
packed as per the brand image.
The company is using
attractive logo for
distinguishing their brand from
their competitor’s products.
Also the company is using the
designed and fashionable
bottles for selling their
perfume products so that they
can attract more customers in
order to improve the sales and
profit of the company. The
products are manufactured in a
clean and hygienic
environment for keeping the

customers. products from being damaged.
Tactics applied by Burberry to achieve organisational goals and objectives
Burberry is a global company who is operating its business operations in more than 51 countries
and also having strong presence in market due to which they implement different strategies for
accomplishing the desired goals and objectives (Berkowitz, 2016). These strategies include
market segmentation for determining the market which can easily purchase the products of the
company. The market segmentation process is initiated by determining the market which can
purchase the offerings of Burberry for example: Youth are suffering from skin problem due to
the pollution and as a result, company is targeting youth for their new suns cream
 Determining the needs and demand of their customers for developing the products
accordingly.
 Determining suitable positioning strategies which should be developed and implemented
in the company.
 Determining the customers through feedback and evaluation process from the selected
market segment.
Formulation of basic marketing plan for an organisation
Marketing plans are integrated plans of overall business plans. For upcoming year
marketing and advertising activities which are chosen by managers are given in the marketing
plan because it will support them like a blue print for performing their activities.
Overview of company:
Burberry is chosen organisation for this project which is providing its services in fashion
industry. Main products of company are fashion accessories, clothes, fragrances etc. headquarter
of firm are located in United Kingdom. Brand image of company is also good in market place
because firm is mainly focusing on innovative ideas so as to improving their business operations
and functions. The company has operations in all over the world due to which the customer base
of the company is high. The company has efficient marketing department which is contributing
its maximum efforts in accomplishing the desired organisational goals and objectives. The
company is also focusing on satisfying the needs and wants of their customers by providing their
products accordingly so that the firm can meet their expectations too (Brooks and Simkin, 2012).

In order to gaining better satisfaction from customers, company have decided to introduce new
product like organic suns cream. Main reason behind developing this kind of product is to fulfil
the needs and wants of those customers who are more concerned regarding their skin and its
issues. As a result of it, customers are mainly shifting towards organic and herbal products. New
product is mainly developed for fulfilling needs of those customers who belongs from middle
and high income class group because they can easily purchase products.
Marketing objectives for new business plan
Whenever organisation introduces any kind of product into the marketplace some
objectives should be prepared by the organisation so as to making good image in front of their
customers. In the reference with Burberry, main objective of firm for introducing organic Sun
scream in market are given as below:
Specific: Specific Aim of Burberry is to achieving high customer base for gaining
sustainability in competitive market.
Measurable: Around 15% increment in present customer base is targeted by the managers.
Achievable: For achieving these targets in effective manner company should providing
effective training programmes to their marketing team so that desired contribution can be gained
by them.
Relevancy: It provides supports to the managers of Burberry in gaining strong market
position among their rivals.
Time Bound: For achieving these target company have decided 6 month of time period
from launching of new product in market.
STP for business
Segmentation: It can be defined as the segmentation of market on the basis of taste and
preferences. For e.g. segmented population between male and female on the basis of their
consumption. As Burberry have decided to launch organic Sun scream due to which
demographic segmentation is preferred by the managers. In which they have targeted their main
customers female who are using more cosmetic products (Bačík, Štefko and Gburová, 2014).
Other segmentation can be done in psychological market in which they have targeted those
customers who wants to get quality products at affordable prices. Therefore, these two market
segmentations are mainly targeted by Burberry for achieving high sustainability in market in a
less time period.

Targeting: It is the process in which management have to select one specific group of
customers from entire population. Company introduces Organic Sun scream thus management
have to target youngsters as they prefer to those products which are skin sensitive and less risky
for skin.
Positioning: It is the last step of this model in which Burberry should create an unique image in
the mind-set of customers that can be done by introducing new organic Sun scream in market
(Ahrens, 2011). As Burberry is operating its business functions at large level where the
competition are very high in market then it is very important for them to making good position of
firm in market. For this, they should promote their products along with true and fair information.
Marketing mix of the business plan:
Marketing mix is a technique that is very useful for evaluating market situations before
launching new product into the market. Marketing Mix for Organic Sun Scream is given as
below:

Product
Organic Sun Scream is introduced by Burberry
into market which consists of healthy
ingredients an having positive influence on
skin of customers.
Various testing has been done for launching
the product which proves beneficial results for
the customers towards their skin by using it on
regular basis.
Place
Products will be mainly introduced in various
cities of UK nation like Bristol, Westminster,
Edinburgh etc. where the demand of Sun
scream are very high.
Online platform has been decided for
supplying the products to the maximum
number of customers.
Price
Price skimming strategies are decided for
launching the new product. In which
management have decided to deliver it at lower
prices.
Organic Sun Scream is affordable by middle
and higher income group because they are
main targeted customers in market.
Promotion
Social media platforms, Discounting schemes,
advertisement on radio are chosen as the main
priority because they are less expensive and
more effective.
Process
The company is using effective and updated
technology and methods such as TQM, Lean
manufacturing etc. for enhancing the efficiency
of products and profit of the company.
People
The company needs talented employees having
sufficient knowledge regarding the pollution so
that the manufacturing process can develop the
products in proper manner.
Physical evidence
The physical ambience of the new suns cream
is little light with white colour which depicts
the sun and white cream. These colours also
attract the customers most as they are light
colours.
Implementation plan for the promotional launch:

There are several promotional activities which can be used by the management of
Burberry for influencing the interest and buying behaviour of targeted customers. Such
promotional tools are consisting of social media platforms and campaigns etc. Other expensive
promotional activities include advertising on TV, Celebrity Endorsement etc. that can hugely
impact the purchasing behaviour of customers (Silver and et.al., 2012). For this budget should be
also prepared that is rough estimation of amount based on activities carried out under marketing
plan. It will provide obligations upon the managers to spend funds in utilised manner. Here are
budget prepared by budget for launching new organic Sun scream are given as below:
Particulars Amount(£)
Advertising on TV (10%) 20000
In social Media Platforms (25%) 50000
On newspapers (10%) 20000
Sales Promotion- (30%) 60000
Conclusion
It has been concluded from the above discussed project report that marketing is the essential
element of an organisation which drives the company towards the desired growth and
development. The companies can achieve good position and share in the market along with the
loyalty of customers when having an efficient marketing department. Marketing department has
several roles and responsibilities which should be effectively performed by them. With the help
from marketing department, other departments of the company can achieve their business goals
and objectives in effective manner. Marketing plan is useful for the marketing department for
carrying out the marketing activities in proper manner.

References
Books and Journals
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Marketing Mix. 2017. [Online]. Available through: <https://marketingmix.co.uk/>.