Essentials of Marketing: Roles, Responsibilities, and Strategies

Essentials

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................3
Covered in PPT...........................................................................................................................3
TASK 2............................................................................................................................................3
P3.Comparison of different organisation's marketing mix.........................................................3
P4. Propose the effective Marketing Plan. .................................................................................5
CONCLUSION ...............................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
The marketing is the specialised and vast field which includes range of activities. The
marketing department is not just limited to advertising and promotion. It includes various range
of activities such as conducting research, understanding the consumer needs and wants,
designing various promotional campaigns to increase the leads and coordinating all these steps
(Berman and Thelen, 2018). The essence of successful marketing department results in
increasing the overall organisation efficiency. In Part A,the aim of this report is to highlight the
roles and responsibilities of marketing department and its relation with other functional
departments. In Part B, the comparison of marketing mix is presented to understand the
importance of various components of marketing strategy. Lastly, by gaining insight of marketing
essentials the sound action marketing plan is developed to achieve the organisation objectives.
The company chosen for this report is Burberry. The Burberry is prominent global fashion brand,
with headquarters in UK. The company is highly regarded of its efficient marketing tactics. An
effort is made to understand and gain insight on marketing practices adopted by Burberry.
TASK 1
Covered in PPT
TASK 2
P3.Comparison of different organisation's marketing mix.
The Burberry top competitor is Gucci, and it gives proper analysis in understanding there
marketing strategies. By understanding the competitors marketing strategy it helps us in
analysing the positioning of brand in respect of its competitor. The comparative analysis of
Burberry and Gucci is as follows;
Elements Burberry Gucci
Product The Burberry is prominent global
leader consisting the fashion
accessories. fragrances, cosmetics and
sunglasses catering to men, women and
Gucci is leader in fashion industry
with diverse product portfolio
comprising of handbags, watches,
jewellery, footwear etc. they offers

kids. The Burberry differential point is
its highly standardised and intricate
designs (Bocconcelli, and et. al., 2018).
the offerings for men, women and
kids. The USP of Gucci is in its
quality and exclusivity.
Price The company uses the premium pricing
policy to sell its designs. The pricing
justifies the offerings of Burberry
rightly. The company sets the price
after taking extensive research and
knowing the consumers perception.
Gucci sets the premium pricing for
its products. The products are made
from high quality raw materials
which gives the customer
satisfaction. The brands sometimes
offers bundling offer also to clear its
dead stock.
Place The company displays its merchandise
on company owned retail outlets. There
assortments can be found on boutiques
and licensed, franchised stores also.
The online platform is also used to
showcase the merchandise. The
efficient use of network chain is
maintained.
The Gucci sells extensively through
digital platform, directly operated
stores. The company offerings can
be found limitedly at departmental,
speciality and licensed and
franchised stores. The success is
owned to the value chain network so
created (Bratić and et. al., 2018).
Promotion Burberry maintains the network of
marketing and promotional campaigns
to increase their leads. In traditional
media advertisements are targetted at
billboards, magazines, televisions. The
company uses the digital tools
extensively to promote its offerings.
The Social media marketing is used by
company in an efficient way to attract
the consumers.
The Gucci uses various tools to
promote its products. The company
organises various fashion shows,
celebrity endorsements and social
media events with famous bloggers
to increase their reach. The
company uses proper mix of
advertisements placed in magazines
and look books, banners. The
company uses its interactive app
designed to attract more people.
People The target segment of Burberry is to The company have strong