Marketing Essentials: Burberry

MARKETING ESSENTIAL

Table of Contents
INTRODUCTION ..........................................................................................................................1
TASK 1 ...........................................................................................................................................1
P1 The key roles and responsibilities of the marketing function................................................1
P2 The roles and responsibilities of marketing to wider organisational context........................3
TASK 2 ...........................................................................................................................................4
P3 Comparison of marketing mix to the marketing planning process........................................4
P4 Formation of marketing plan.................................................................................................7
CONCLUSION ...............................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing plays important role in increasing and enhancing the sale, revenue and
customer base of every organisation. The major aim of marketing is to increase the sale and
maintain effective relationship with its customer's. Plans and tactics for marketing is made as per
the internal and external conditions to the organisation(Ahrens, 2011). The organisation chosen
for this report is Burberry which deals in cosmetic, clothing and fragrances, its headquarter is
located in London. This report will majorly over roles and responsibilities of marketing function,
marketing mix of different organisations and marketing plan will also be formulated for taking
new and innovative decisions. With the help of this organisation will be able to sustain in the
market for longer period of time because better plans will be made for enhancement of goals.
TASK 1
P1 The key roles and responsibilities of the marketing function.
Marketing is defined as the activities and plans formed by the organisation for promoting
and selling the product and services to final consumer. Marketing majorly includes advertising,
selling and delivering of products. Marketing department is very much essential for every
organisation as it helps in improving the conditions of business in the best possible manner.
Marketing department can directly help in achieving the long and short short term goals of the
organisation or it can also lead to loss and failure. This is because if the management of
organisation is unable to implement appropriate set of strategies as per the current situation than
chances of loss and failure can be increased(Berkowitz, 2016). The marketing department of
Burberry not only focuses on increasing revenue but it also aims at maintaining better customer's
relationship. The external environment directly influences and impacts the marketing activities.
This means any positive and negative change in the external environment can directly lead to
mismanagement in marketing activities. This is because organisation will be required to form
plans as per the current change in the environment. Some of the major roles and responsibilities
of marketing department in context of Burberry are discussed below-
Customer satisfaction- One of the major role of marketing department to implement
tactics for increasing satisfaction level of its potential customer's(Berkowitz, 2016). Burberry
considers its customer's as king of the market, so it plans and strategies are made as per their
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current demand. New and innovative promotional strategies are formed to enhance overall
experience of potential customer's in the market. This directivity leads to increase in market
share and sustainability of Burberry in international and domestic market. If the marketing
department fails in satisfying its customer's than changes of loss for Burberry will be increased.
Monitoring and managing social media- For introducing new and innovative products
in the market it is necessary for the organisation to use appropriate platform for promoting new
product. Burberry aims at using better techniques for social media promotion as by this
organisation is able to achieve competitive advantage within limited period of time(Brooks and
Simkin, 2012). With the help of social media the marketing department of Burberry attracts large
number of customer's. social media is considered as one of the best platform for attracting
customer's and also for knowing the exact demand of customer's. As with the help of this
platform management of organisation aims at directly interacting with its potential customer's.
Track trends and monitor competition- The competition level for Burberry is very
high, so it becomes essential for organisation to implement strategies after analysing the
competitors plan. Current trends of the market is also analysed by the marketing department for
implementing appropriate plans and actions. With the help of this company manages to maintain
proper brand image in the market. After tracking the trends innovative ideas can be generated for
giving tough competition to the competitors.
Manage marketing budget- Marketing department also aims at managing and
maintaining marketing budget so that unnecessary wastage of financial resources is not done.
The functioning of marketing department gets affected by various external and internal factors,
so to handle these changes appropriate budget is being set by the marketing department of
Burberry(Cabrera and Williams, 2014). This is lead to better implementation of new plan for the
growth and success of organisation. If the marketing department of Burberry fails in doing this
than it can lead to mismanagement in marketing activities and targets will be difficult to achieve.
The marketing department performs the task of analysing conditions of market, formulation of
strategic plans and strategies. The role of marketing is just not limited to B2C but it also aims at
forming plans for B2B. This means marketing function aims at forming and implementing
strategies for customer's and for other businesses also. Strategic marketing plan can also be made
by marketing department for making best use of opportunities of available in the market. With
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the help of this overall goal and objectives of marketing department and function is achieved in
the best possible manner.
P2 The roles and responsibilities of marketing to wider organisational context.
Each and every department in the organisation is inter-related with each other.
Appropriate set of plans and strategies are formed by every department for contributing in the
sale and profitability of the organisation. This is because if every department functions in the
proper order than goals and targets of the company will be easy to achieve(Clow and James,
2013). Burberry also has various departments which works for the motive of increase in overall
performance and productivity. Appropriate set of plans and strategies are made for the effective
functioning of every department. The inter- relation of marketing with other departments are
mentioned below-
Marketing with production- It is very much essential for the production department to
produce and manufacture products in right quality and quantity. The actual demand of Burberry
in the market is analysed and communicated by the marketing to production department. Than
appropriate plans and strategies are made by production department to carry operations in the
effective manner. After the production of final product marketing department of Burberry aims at
making promotional strategies to attract large number of customer's in the market.
Marketing with finance department- It is necessary for organisation to manage its
expenses and income in proper manner so that proficiency can be attained. Finance department
of Burberry works for carrying the day to day activities in a proper manner. Appropriate amount
of fund is raised so that better decisions can be taken for attracting large number of customer's.
With appropriate formation of budget marketing department of Burberry is able to achieve its
goals and target in the best possible manner. Its also facilitates better coordination of other
activities in the organisation(Daniel, 2011).
Marketing with sales- The sale of organisation directly depends of its marketing and
promotional strategies. Sales volume can be directly increased by formulating appropriate set of
strategies and tactics by the marketing department of Burberry. Large market can be covered by
formulating innovative strategies for selling the product in the market. With the help of latest
marketing strategies sale and revenue of Burberry can be directly improved and enhanced.
Strategies are formed while considering the problems, views and ideas of the potential
customer's.
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These some of the inter- relational of marketing department with other departments in Burberry.
By managing activities of these departments the management of Burberry aims at achieving long
and short term goals in the best possible manner. Marketing also has various kinds of roles and
responsibilities in relation to market environment. By evaluating the market environment
company ensures that customer's are retained and sales is increased. The major role of marketing
in context of marketing environment is discussed below-
 One of the major role of marketing is to form and implement appropriate marketing
strategies for knowing the preferences of customer's. These type of strategies are majorly
formed for enhancing the brand image and sale of the company. With the help of this
large market share can be captured in the limited time period.
 Another major role of marketing is to monitor and evaluate the market environment in
the systematic and coordinated manner(Desai, 2013). Since the market environment is
uncertain so it is very much essential for organisations to properly analyse and evaluate
external environment so that chances of negative influence of organisation can be
reduced.
 Marketing also involves performing market research in the proper manner for deciding
the future course of action. For example currently the customer's of Burberry are
demanding herbal products for their skin. So management of the organisation can make
plans and strategies for launching the product as per this need of the customer's. With the
help of this large number of customer's can be attracted and better competition can be
given to the competitors.
TASK 2
P3 Comparison of marketing mix to the marketing planning process.
Marketing-mix is combination of plans and strategies used by the organisations for
promoting their products and services in a particular market. The major motive behind using
marketing mix is to achieve marketing objectives in the best possible manner. In this the plans
and strategies are made after analysing and evaluating the current situation and demand of the
customer's(Hsu,2011). With the help of marketing mix the management of Burberry will be able
to implement different set of tactics for improving the qualities of its products and services.
Better competition can also be given by the organisation to its competitors because major
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changes will be done for the overall improvement of Burberry. Marketing mix tool majorly
consist of 7 P's which are product, place, price, promotion, process, physical evidence and
people. Marketing mix will also help Burberry in implementing new strategies for maintaining
its brand image and market share in the best possible manner. The marketing mix of Burberry
along with its competitor is i.e. Christian Dior is mentioned below-
Elements Burberry Christian Dior
Product Burberry majorly deals in
fashionable and luxurious
products. Its top products are
clothing, cosmetics,
fragrances,etc. The
organisation is also famous for
its brand new designs and high
quality materials used in the
manufacturing of product.
Dior majorly deals in leather
goods, fragrances, skin care,
etc. Its top and most popular
products are Miss Dior and
Poison. The organisation aims
at producing its products as
per the taste and preferences
of its customer's.
Price The organisation aims at
charging premium price from
its customer's. This is because
most of this products are made
from high quality raw
materials(Jones and
Rowley,2011).
The organisation aims at
providing products to high
income class customer's. So
Dior also aims at using
premium price policy for
selling its final product to
potential customer's.
Place The stores of Burberry are
present at almost 500 locations
. This is means company sells
its products in the international
and domestic market through
global franchises. Burberry
also has collaboration with
other companies due to this its
The products of Dior are
available in various parts of
the world. This means stores
are located at prime locations
such as London, Tokyo, New
York, Paris, etc. The major
motive of the organisation is
to sell its products directly to
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brand image and market-share
is at growth stage.
the potential customer's.
Promotion The organisation aims at
promoting their products
products through visual media
and also on high class
magazines. Currently Burberry
is aiming at involving Romeo
Beckham in their festive
campaign. Due this resulted in
increase in sale and revenue.
Dior makes different plans
and strategies for providing
rewards to its loyal and
potential buyers. The
organisation involves
Madonna, Blake Liverly and
other celebrities for
promoting its product in the
market.
People The employees of Burberry are
trained and have adequate
knowledge(Katengeza, Okello
and Jambo, 2011). Appropriate
training is given to employees
so that they can solve
problems of its customer's in
various stores.
Its employees are also skilled
and knowledgeable. They
provide unique and
innovative ways in
completing the assigned task
in efficient manner.
Process Burberry uses new and
innovative techniques in its
process of production.
Company also ensures that
there is sufficient quantity of
inventory so that production
process is not affected
negatively. Organisation has
also introduced online delivery
process for its potential
customer's.
Its attractive packaging of
products is able to attract
large number of customer's
within limited period of time.
This has also lead to increase
in brand image and revenue
of Dior.
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Physical evidence The packaging of its products
are available in different and
attractive colours. Its products
are also available online that to
in HD quality so that
customer's can view products
from different angles before
buying it.
Dior also aims at using
attractive plans for
showcasing its physical
evidence in the best possible
manner.
Burberry has applied various kinds of tactics for the achievement of goals and objectives
at the domestic and international level. Some of the major tactics include- segmentation of the
market and customer's, formulation of different strategies for loyal customer's, etc. this means
market is divided into ready customer's and loyal customer's. Than different strategies are
formed after evaluating their needs(Lamb, Hair and McDaniel, 2011).
TASK 3
P4 Formation of marketing plan.
Marketing plan is the combination of various plans and strategies which are formed for
the achievement of goals and objectives. The major motive of marketing plan is to attract large
number of customer's within limited period of time. Long and short term targets can be achieved
by formulating and implementing better plans for operating in the market. Marketing plan ins
also known as the blue print because it will guide the management of Burberry in taking logical
actions for launching any new products in the market.
Overview of company
Burberry majorly deals in fashion accessories, fragrances , clothing, etc and its
headquarter is located in UK. The brand image of Burberry is positive because large number of
customer's are attracted towards its product. Major aim of the organisation is to increase its sale
and proficiency by providing products as per the need of potential customer's. The management
of organisation is aiming to launch a new product as per the need of its potential customer's. This
is herbal face cream will be launched by the Burberry(Malhotra, Birks and Wills,2013). Cream
will be made from natural and herbal ingredients so that it does not harm the skin of customer's.
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This product will be launched for high income class customer's. The SWOT analysis of new
product which will be launched by Burberry are discussed below-
Strength Weakness
 The organisation has good brand image
in the market so customer's will be easily
attracted towards the new product.
 The products of organisation will be
available online and also on various
stores of Burberry.
 Product is being launched as per the
current demand of customer's. So its sale
will be improved and enhanced.
 The competition level in this type of
market is very large. Its main
competitors are H&M, ZARA, etc.
 New product will be only for high
income class customer's.
Opportunities Threats
 Market-share and sustainability of the
organisation will be increased. As
Burberry will have opportunity to
expand its business.
 Its sale, profitability and revenue will be
increased and enhanced.
 New product can be made available on
the online platform so that customer's
can buy product as per their
convenience.
 Due to high competition level
customer's can shift from one brand to
another.
 The marketing condition and
customer's needs are uncertain. This
means there preferences can be
changed.
Objective- The major objective behind launching a new product is it will lead to increase in
satisfaction level of customer's and profitability of the organisation.
Specific- The specific aim behind this is to increase the customer base for attaining
competitive advantage(Nguyen and Simkin, 2012).
Measurable- 10 percent increase in customer base.
Achievable- This will only be achieved by providing adequate training to employees.
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Relevancy – Large market share will be attained and better competition can be given to
competitors available in the market.
Time- This target will be achieved within the period of 6 months.
STP for the new product is mentioned below-
Segmentation- the new product will be segmented on the basis of potential customer's
available in the market. This means product will be for its female customer's. Physiological
segmentation of the new product will also be done.
Targeting- A particular set of customer's will be targeted . This means management of
the organisation will make plans for its youth customer's who are more conscious towards their
skin, colour, etc.
Positioning- The new product will be positioned in various market. This will lead to
better competition level(Papasolomou and Melanthiou, 2012).
Financial budget- Burberry will also require different budget for promoting its product to final
customer's. The product will be promoted through various promotional channels so that large
number of customer's get attracted towards it.
Particulars Amount
Advertising on TV (10%) 20000
In social Media Platforms (25%) 50000
On newspapers (10%) 20000
Sales Promotion- (30%) 60000
CONCLUSION
From the above given report it has been concluded that marketing department plays a
very major role in the growth and sustainability of every organisation. As with the help of this
function large number of customer's can be attracted within limited period of time. Every
department in the organisation is inter- connected with each other. This means HR department is
directly inter- related with Marketing department. Marketing mix tool can be used by the
organisations for increasing the market share, sale and revenue in the appropriate manner.
Marketing plan can also be made for executing new decisions after analysing the current and past
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marketing conditions. With the help of this goals and objectives of every organisation will be
attained in the effective and efficient manner.
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