Burberry Marketing Functions and Strategies

This report provides an in-depth analysis of Burberry's marketing functions and strategies. It highlights the importance of market research, customer support services, promotion, and other key aspects of the company's marketing efforts. The report also compares Burberry with its rival, Channel, using the 4Ps of marketing (product, price, place, and promotion). Additionally, it discusses how Burberry can achieve its goals through various marketing strategies, such as retaining customer loyalty, providing quality products, and capturing a huge market share.

MARKETING ESSENTIAL

TABLE OF CONTENT
TABLE OF CONTENT................................................................................................................2
INTRODUCTION...........................................................................................................................1
PART A...........................................................................................................................................1
a.) Explain the key roles and responsibilities of marketing function in respect of an
organisation..................................................................................................................................1
b. Elaborate the key roles and responsibilities of the marketing in context of an organisation.. 2
c) Roles and responsibilities of marketing in the context of the marketing environment.........3
d ) Interrelationships between marketing and other functional units of an organisation.............4
e ) Critically analyse and Evaluate key elements of the marketing function and how they
interrelate with other functional units of company......................................................................5
PART B...........................................................................................................................................6
1. Marketing Mix of Burberry in comparison to Chanel.............................................................6
2. Different tactics adopted by organisations to demonstrate how business objectives ar
achieved.......................................................................................................................................9
TASK 2..........................................................................................................................................10
Incorporated in Power Point Presentation.................................................................................10
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing is the concept or activity which is involved in identifying, foreseeing, and
satisfying customer needs (Babin, and Zikmund, 2015). This report will highlight marketing
essentials of Burberry company which is a British lavish fashion residence headquartered in
London, England. Its fundamental style specializes in and distributes trench coats, ready-made
outerwear, fashion add-ons, fragrances, shades, and beauty products. Further, the assignment will
outline role and responsibilities of marketing function. In addition, it will focus on concept of
marketing and its current and future trends. Furthermore, the assignment will describe the
interrelation between marketing and functional units of company. In addition, the assignment
will also outline comparison of Burberry with its compositor i.e. Chanel in reference with 7P's of
marketing.
PART A
a.) Explain the key roles and responsibilities of marketing function in respect of an organisation
Marketing is associated with the trade of products and offerings. Marketing concept
depicts exchange of services and art of creating relationship for managing customer expectations.
Marketing concept is based on 5 fundamentals that is selling, production, product, societal and
marketing. Changing current trends of marketing has created wide growth opportunities for the
marketing management of Burberry. For example, the marketing team of company is now
focused on managing hyper targeted messages and personalised campaigns which are innovated
with the help of mobile generated data. Apart from this, future trends of marketing will be
focused on 4 E’s that is engagement, exclusivity, emotion and experience. The following
functions are undertaken by the Burberry for the exchange of goods and services:
 Marketing Planning: In order to acquire the goals with reference to its marketing, the
responsibility of marketing manager of company is to plan out advertising plan
(Armstrong and et.al., 2015). For instance, the Burberry has a 25% market share of a
selected product and they want to increase it to 40%. Thus, in order to acquire the goal,
the role of marketing helps Burberry to put together a plan for the extent of production
and promotion activities.
 Promotion: Promotion approach of Burberry has a responsibility of updating the
customers about the goods of the company and influencing them to buy that merchandise.
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There are four techniques of promotion adopted by company: (i) Advertising, (ii)
Personal selling, (iii) Sales advertising and (iv) Publicity. Thus, their role in methods of
promotion is to impact the income of company and helps them in taking decisions
regarding the budget of the organization.
 Customer Support Service: Burberry treats their Customers as the king of market.
Therefore, it's far one of the chief features of company that have a responsibility to
provide each viable help to the customers. Their role is to help the client by providing
various services like after-sales-service, maintenance, etc. gives them satisfaction and
thus this function develops a purchaser’s attachment to a specific product of a company
and they start buying that product again and again.
 Market Research: Market research has a responsibility to evaluate the viability of a new
products and services through studies performed directly with the customer. Thus, their
role is to find out the target market and record critiques and other opinions from
purchasers concerning interest in the product. Companies conduct market research
through surveys, product checking out and focus agencies.
b. Elaborate the key roles and responsibilities of the marketing in context of an organisation.
 Market Research: Market studies are a key role for the advertising and marketing
branch of Burberry. Their responsibility is to help the Burberry to become aware of
marketplace possibilities and gain a better expertise of purchaser needs. It additionally
helps them apprehend competitors’ strengths and weaknesses to take action to shield
enterprise with current customers or attain competitive advantage.
 Setting Market Strategy: The advertising & marketing branch of Burberry takes duty
for putting marketing method in step with general strategy and goals of company (Festa,
and et. al., 2016). The role of marketing department of company is to design a strategy
for estimating growth proportion in a selected market zone. For instance, to go into a new
zone, or to open a brand-new channel of distribution, including the Internet, to attain a
much wider geographical marketplace.
 Communications and Promotional Materials: The responsibility of marketing
departments of Burberry is to arrange campaigns and increase communications material
to promote products and services to clients. Depending on the budget of company, their
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role is to plan advertising and marketing campaigns, develop e-mail advertising
applications, create promotional content material for the organization's site, write product
guides, such as product booklet, organization brochures, product facts sheets or consumer
news reports etc.
 Events & Seminars: In Burberry, advertising departments have responsibility for
organizing events, consisting of exhibitions, conferences, sales association or patron
hospitality occasions. They play an important role for designing the logistics of the event,
booking demonstration cubicles or meeting facilities and offer occasion activities,
including shows, presentations or handouts, etc.
c) Roles and responsibilities of marketing in the context of the marketing environment
The factors included in a marketing environment and the roles and responsibilities of
marketing in then is described below:
 Economic Factors: Economic surroundings includes monetary forces that affect
corporation’s expenses, sales, and profits on one hand, and purchasing power of buyers
and willingness to spend however. Marketing of Burberry serves as an economic driving
force in many ways, from creating job opportunities to influencing purchases of services
and products. The responsibility of marketing of Burberry includes the coordination of 4
primary elements: development of a product, evaluation of a price, choice of a
distribution plan and implementation of a promotional method, Thus, each of these four
steps play an essential role in the economic system of country.
 Political and legal factors: Changing legal guidelines affect all aspects of company,
inclusive of marketing. Thus, marketing of Burberry takes the responsibility to reduce its
quantity as new taxes on enterprises can have an effect on their bottom line and may
impact their marketing strategies. Thus, marketing plays a significant role in accepting
the legitimate factors of company.
 Demographic Factors: Demographic elements of Burberry are relevant to population.
Marketing manager of Burberry have the responsibility to conduct study of those factors
due to the reality that the marketplace consists of people, and people constitute the
populace (Jindal and et.al., 2018). Thus, marketing plays an important role towards the
demographic factors as it is essential to understand which era company's target market
belongs to because every generation have different buying methods and requirements
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thus If company aren't marketing to Millennials, they aren't gaining the best capacity
share of demographic factor.
 Ecological Factors: These factors concern with natural surroundings. They are intently
associated with safety of ecological surroundings like – air, water, noise, and overland
pollutions. Thus, keeping this in mind, marketing of Burberry has responsibility to adopt
the efforts that are made to protect environment.
Further, Marketing function of Burberry plays a crucial role with regard to environment
as it intake such alternatives for society that meet its current desires without sacrificing the
capability to satisfy its future needs that means they not only produce green products that don't
harm the environment, but also develop such services and products in an effort to improve the
terrible circumstance of our surroundings (The Marketing Environment, 2018). Thus, the
marketing element of Burberry proposes a two-dimensional shift within the approach to
ecological issues: from adopting intake marketing to sustainable marketing and from hidden
hand to an extra visible hand of the authorities and governance.
d ) Interrelationships between marketing and other functional units of an organisation
 Marketing & Finance: Finance and marketing are the 2 pillars on which the boom and
earnings of Burberry are dependent. Thus, for successful advertising, company creates a
sturdy base of finance because it is finance through which enterprise sets budget for
advertising like income targets, sales price by considering product cost, reimbursement
for sales personnel, making plans and evaluating that everything goes according to plans.
 Human Resource Management (HRM) & Marketing: Human Resource Management
(HRM) function of Burberry focuses on the activities of recruitment and selection,
training and the professional improvement of personnel. Thus, the advertising manager of
Burberry uses HR department to hire a marketing assistant. The HR department also help
marketing department of company in scoping out the activity, a person profile, a task
description, and marketing the activity.
 Information Technology & Marketing: In modern digitalized era, IT has become
crucial part of marketing activity. Marketing element of Burberry uses IT systems
inclusive of Customer Relationship Management (CRM), Data Warehouses and Content
Management Systems (CMS) for keeping the records of sales volume and profitability
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(Baker, 2016). These are regularly huge scale initiatives and it is the obligation of IT
personnel to assist those advertising tasks.
 Research and development (R & D) And Marketing: R&D of Burberry confers with
the activities of investigation carried out by the company to either search or innovate new
tactics in their organizations. The Burberry dealing in client goods make use of R&D to
design captivating marketing patterns and methods to enhance the growth and
achievements of company.
e ) Critically analyse and Evaluate key elements of the marketing function and how they
interrelate with other functional units of company
 Price & finance department: Price mix of Burberry works with Finance department to
decide the price of goods in step with (a) what the market will endure and (b) the margins
that finance department depends upon. Thus, price mix and finance department
interrelated with each other as finance branch helps companies in analysing price of their
product according to the current market trends.
 Product & Production department: Product mix of Burberry works with the production
department to make sure that the goods are produced according to the customer tastes and
preferences.
 Place & Research and development: market research helps Burberry to conduct study
regarding target audience where they can supply their products. R&D enables company
to reach different culture of people or can talk with their customers more efficaciously
and effectively. To reach specific region, Burberry analysis the demographic profile of
the target market through various studies, together with surveys, on line questionnaires,
and contact or private interviews, among others (Sinapuelas, Wang and Bohlmann,
2015).
 Promotion & IT Department: The new “Digitalized era” has had a serious impact on
many elements from the in recent times, consisting of the contemporary marketing. The
increasing utilization of the Internet and other kinds of virtual media is being support to
the present promotional techniques, have affected the manner in which the Burberry
should promote their products through advanced technology which includes social media
platform, e-mails, Chabot’s, print media etc. Implication of advanced technological
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promotion leads to huge investment for the firm but on the other hand it helps the
business in managing personalised promotion of products and services.
PART B
1. Marketing Mix of Burberry in comparison to Chanel
4P's OF MARKETING BURBERRY CHANEL
PRODUCT Burberry is one of the popular
luxury fashion manufacturers
inside the global. The core
product segments of Burberry
are beauty products, add-ons,
men, ladies, youngsters. All
these offerings are the product
method of Burberry. Thus,
being a leading brand, they are
developing their market in soft
accessories also like scarf.
Thus, through product mix
Burberry will capture the huge
market share (Abril,and
Rodriguez-Cánovas,2016).
Chanel is one of the global
leading style brands which
focus more on an elite group of
people. Chanel’s products are
normally focused at ladies, but
it additionally has a line of
cologne and fragrances for
men. The merchandise of
Chanel is of worldwide repute
and followed by high-class
clients worldwide including
Hollywood & Bollywood
celebrities and more. Thus,
because of its high quality &
stylish products company will
attract more elite group which
will increase their revenue.
PRICE Burberry focuses on unique
pricing strategy to promote its
products i.e. The proper mix of
low value range and the top-
class products is what
Burberry pursuits to attain.
Thus, they design their pricing
strategy according to customer
Chanel is a premium symbol
for elite clients. Therefore,
Chanel costs outrageous
amount of money in its pricing
strategy but the customers are
satisfied with these charges due
the fact that the company uses
the raw material which is of
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preferences and the
willingness to buy the product
which helps the Burberry in
retaining their customers
worldwide.
excellent quality and rarely
available. Thus, this pricing
strategy helps company in
gaining market share in elite
groups.
PLACE Burberry has its presence
around 475 stores in near 50
international locations. All the
shops are mainly positioned
populated regions which
guarantee a specific sale to the
company. Also, the Burberry
stores coming up are more
digitally prompted and
progressive in phrases of
customer support which
constitutes a big percentage of
site visitors. Thus, due to its
brand image and flexible
pricing strategy other stores
are also displaying their
merchandise.
Chanel focuses on excessive
noble section of people and its
shops are normally placed
inside the high-stop posh
localities. It additionally has its
shops at airports because that is
where most of the elite
customers visit (Annmarie
Hanlon,2018). Thus, due to this
reason its stores are not handy
to many clients due to one-of-a-
kind places around the sector
which might be restrained to
excessive high class group.
PROMOTION Burberry focuses fantastically
on its advertising and
marketing activities. Burberry
makes use of promotions of all
styles of like TV, on line ads,
print commercials, billboards
etc. in its advertising blend.
Moreover, they closely depend
Chanel is a widely famous
brand which has a loyalty
advantage related to it. For
promotions, it commonly uses
high-end style magazines like
Marie Claire, Harper’s Bazaar,
Vogue, Elle and many others
for promoting their clothing.
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upon celebrity endorsements
due to this reason it helped
company in reaching
customers to all over the world
and thus increases their
profitability.
Moreover, it also promotes its
product using classy store
layouts and creative use of
mannequins to entice the clients
into their boutiques. Thus, it
helps company in increasing
their sales volume.
PROCESS Burberry makes use of
wholesale distribution channel
wherein intermediaries are
used to generate an ample
deliver of the product. Thus, it
helps company in maximizing
their sales.
Channel intermediaries of
Chanel are corporations or
people along with wholesalers,
retailers, brokers, or stores who
help the company in delivering
a product from the
manufacturer to the customer or
business clients.
PEOPLE Burberry have their fashion
designers in all over the world
and they provide training to
new employees to make them
become in their field and at the
same will be able to maintain
company's brand image.
Simultaneously Burberry
provides their products and
services to all generations of
people worldwide.
Chanel has around 20,000
employees covering all the
fashion stores operating
worldwide. The company has
excellent fashion designers that
provide unique designs to their
customers.
PHYSICAL EVIDENCE Burberry has its physical
fashion houses of 475 stores in
The Chanel fashion stores are
located round the arena such as
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close to 50 nations. At the
same time huge quantity of
people purchase on line from
Burberry.com which leads to
big percent of traffic.
cities like New York, Boston,
Amsterdam, Sao Paulo,
Sydney, Hamburg, Cannes,
Miami, Bangkok, Geneva,
Tokyo, Saint Tropez, Moscow,
Los Angeles, Paris, Dubai and
London. It has around 310
stores among which 128 are
established in North America,
94 in Asia and 70 in Europe.
2. Different tactics adopted by organisations to demonstrate how business objectives ar achieved.
Burberry should target new customers worldwide on a frequent basis (Abril,and Rodriguez-
Cánovas,2016).
 Use different marketing strategies to make their customers aware about their new
products.
 The company should frequently make changes in their existing product to lead their
competitor.
 Coordinating advertising at the side of the advertising plan is the proper way to reinforce
sales.
 The company focus on entering into new markets operating internationally that increases
their brand awareness all over the world.
 The company increase their market share by targeting different generations of people,
more of, millennials (Sinapuelas, Wang,and Bohlmann,2015).
 The firm enhance their customer relationship by proving different services to customers
like after sales service, various discounts and vouchers, etc.
 The company focuses on proving premium quality products at affordable prices
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TASK 2
Incorporated in Power Point Presentation
CONCLUSION
This report summarized about the roles and responsibilities of both marketing and
marketing functions in reference to Burberry which includes market research, strategies,
customer support service, promotion etc. Further, it has also highlighted about the role of
marketing in context of marketing environment like demographic, legal, economic and,
ecological factor etc. Moreover, this project has provided description about interrelation of both
marketing and its function with other functional units of company like finance, IT, research &
development, production department etc. On the flip side, this assignment has also commented
on the comparison of Burberry with rival i.e. channel on the basis of 4P's of marketing i.e.
product, price, place and promotion. At the end, the report has highlighted about the marketing
strategies through which Burberry can achieve its pre-decided goals like retention of customer’s
loyalty, providing quality products, capturing huge market share etc.
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REFERENCES
Books and journals
Pike, S., 2015. Destination marketing: essentials. Routledge.
Babin, B.J. and Zikmund, W.G., 2015. Essentials of marketing research. Nelson Education.
Armstrong, G. and et.al., 2015. Marketing: an introduction.
Festa, G. and et.al., 2016. The (r) evolution of wine marketing mix: From the 4Ps to the
4Es. Journal of Business Research. 69(5). pp.1550-1555.
Jindal, P. and et.al., 2018. Point-of-Sale Marketing Mix and Brand Performance–The Moderating
Role of Retail Format and Brand Type.
Baker, M.J., 2016. What is marketing?. In The Marketing Book (pp. 25-42). Routledge.
Sinapuelas, I.C.S., Wang, H.M.D. and Bohlmann, J.D., 2015. The interplay of innovation, brand,
and marketing mix variables in line extensions. Journal of the Academy of Marketing
Science.43(5). pp.558-573.
Abril, C. and Rodriguez-Cánovas, B., 2016. Marketing mix effects on private labels brand
equity. European journal of management and business economics. 25(3). pp.168-175.
Online
AnnmarieHanlon2018.Howtousethe7PsMarketingMix. [Online]. Available through:
<https://www.smartinsights.commarketing-planning/marketing-models/how-to-use-the-
7ps-marketing-mix/>
The 7 Functions of Marketing. 2019. [Online]. Available through:
<https://slideplayer.com/slide/9686807/>
The Marketing Environment. 2018. [Online]. Available through:
<https://2012books.lardbucket.org/books/an-introduction-to-business-v2.0/s13-08-the-
marketing-environment.html>
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