Contents INTRODUCTION...........................................................................................................................1 TASK 1............................................................................................................................................1 P1 Explaining the key roles and responsibilities of the marketing function...............................1 P2 Explaining how roles and responsibilities of marketing relate to the wider organisational context..........................................................................................................................................3 TASK 2............................................................................................................................................5 P3 Comparing how organisations use the various elements of the 7Ps marketing mix in the marketing planning process to achieve business objectives........................................................5 TASK 3............................................................................................................................................8 P4 Producing and evaluating a basic marketing plan..................................................................8 CONCLUSION................................................................................................................................9 REFERENCES..............................................................................................................................10
INTRODUCTION Marketing refers to the process of promoting and advertising a particular product or service. This concept includes identification and selection of a product along with determining its price (Bahadir, Bharadwaj and Srivastava, 2015). The main aim of marketing is to fulfil customer needs by providing them a product which they require. This report is based on Burberry Plc which is a UK based clothing company. It is the second largest chain of supermarkets in United Kingdom which was founded in 1856 by Thomas Burberry. This company deals in clothes, fashion accessories, sunglasses, cosmetics and many more. Main aim of this report is to build an understanding about the concepts of marketing and elements. This report includes various roles and responsibilities of marketing department in an organisation. Along with this, it includes role of marketing department in other functional units of organisation such as finance, production, research and development as well. The selected company is analysed in this report by using marketing mix with its 7 elements. At last, this report also includes a marketing plan which has components from strategic objectives to marketing budget. TASK 1 P1 Explaining the key roles and responsibilities of the marketing function Marketing:This is a concept of promoting a product or service so that customers can be satisfied to buy those products. This process is a business activity through which goods and services move from its producers to consumers. This process aims to achievement of corporate goals so that brand equity of a business organisation can be enhanced. Nature of marketingis that this process is a human activity and cannot be performed by machines. In Burberry Plc, marketing activities are performed by marketing managers and executives. This concept follows customer oriented approach in which human needs are satisfied. In Burberry Plc, all goods are selected to be manufactured which can provide satisfaction to consumers. This process is an art as well science as it is based on some specific phenomenon but requires a special expertise of marketing personnel. There are fiveconcepts of marketingwhich are production, product, selling, marketing and societal marketing concept. The first most concept which is production concept states that customers will always give preference to those products which are highly affordable and available in market place (5 Marketing Concepts Explained with Examples,2017). By using this 1
concept, the selected business organisation selects only those products to manufacture and sell in market which are highly affordable and preferable by consumers. The another concept is product concept which is based on the theory that a consumers favour those goods which have unique features and has high quality. By following this concept, Burberry Plc develop their marketing strategies in such a way that they can continuously improve their products and services’ quality and features. Selling concept is the another concept which is based on the idea that consumers will not buy a product if the product not related a large scale company and involves high promotion effect. Burberry Plc ensures that all of their goods are highly advertised and promoted so that customers can be attracted towards their stores. Another concept is marketing concept which states that achieving organisational goals depends on knowing the needs and wants of target markets. Burberry Plc is a large scale company which follows customer first approach in which they make sure that they first identify needs of their customers and then market their products. Societal marketing concept is the last concept which is based on the fact that pure marketing concept sometimes overlooks possible conflicts between consumer short run wants and long term welfare of customers (Blythe and Martin, 2019). From the above concepts, it has been clear that the key to attain success in field of marketing is to satisfy consumer. There are various roles and responsibilities, which marketing function has to fulfil in a business organisation. Various roles and responsibilities of marketing function in relation to Burberry Plc is mentioned below: Defining and managing the brand:A brand involves logo, tagline or name by which it is recognised. It is important for a company to define their brand name as reputation of a company in their hands only. Burberry has defined and managed their brand as a premium quality brand. Their products are premium priced and quality of their products is much better from their competitors. This brand image facilitates the company to target a specific segment. Monitoringand managing promotionalactivities:Marketing isa functionwhich ensures proper promotion and advertisement of goods and services manufactured by the company. In the selected company that is Burberry Plc, marketing department plays an important role of managing all the promotional activities. This department make sure that all the products manufactured by Burberry Plc should be marketed on all the platform so that an efficient brand awareness can be maintained (Bull and et.al., 2016). Burberry usually targets premium customers 2
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who are willing to pay more for quality products, in order to position these customers, Burberry advertise their products with the help of workshops. Conductingmarketingresearch:Marketresearchisanactivityofconducting investigation about market trends and preferences of the consumer. In this activity, marketing department is responsible to keep an eye on competitors that how they are performing and what are their strategies. In context of Burberry, the marketing department of this company make sure that they analyse all the current trends and choice of their target customers so that they can produce only those products which can provide highest level of satisfaction. Marketing function of this department also predict future demand of their products so that adequate supply can be made. Tracks all market trends:It is one of the most essential responsibility of marketing function to track all the trends of market. In case of Burberry Plc, this company is a luxury clothes manufacturer and it is highly important for this company to take all the recent trends in the industry of fashion so that they can produce high quality clothes and accessories which are even in trend and is preferable by their customers. For example, according to the recent trends, handmade jewellery is most popular and in order to maintain their brand equity, it is important for marketing department to ensure that they should launch their hand made jewellery section as well. Bring innovation:Innovation is the procedure to establishing something new. Innovation can be made in products, service, systems and even in processes. The selected company is a luxury brand and it is important for them to continuously bring innovation in their product and processes so that their brand equity can be maintained and enhanced. For example, Burberry Plc can bring innovation in their processors by using clothing material with is free from any chemicals so that they can grow sustainably in market (Chaffey and Ellis-Chadwick, 2019). From the above points, it can be said that marketing department plays an important role in an organisation and it has various responsibilities. P2 Explaining how roles and responsibilities of marketing relate to the wider organisational context In present business era, marketing department is considered as one of the most important divisionofanorganisationastheyhelpcompanyinattainingcontinuousgrowth.The significance of marketing wing is not limited to customers only; they also help other departments 3
of the enterprise in different ways. Below is interrelation between marketing and other divisions of company: Marketing with finance:One of the main responsibility of marketing wing is to conduct market research. They are connected to business environment and has vital ground information. Finance division make calls relating to investment decisions. They decide areas where company can invest money, for example in which city enterprise can open new manufacturing plant or outlet. Marketing department can provide information about different sources from where Burberry can raise money or appropriate location for new store or factory because they have complete knowledge of current market. Market research help them in collecting and analysing significance amount of data which can be used by finance department. Marketing division evaluate decisions taken by competitors and they can communicate the mistakes done by rivals, relating to investments, in order to save company from any kind of major loss (De Mooij, 2018). Marketing with R&D:Every organisation wants to research and develop new products because they understand that innovation is an important factor in driving organisational growth. Research can be done in different fields and segment which is basically the main issue faced by R&D division. They cannot understand needs of customers unless marketing department help them in communicating expectation of buyers. Burberry launches their products in different segments and marketing team of company assist R&D department in exploring new sections where enterprise can earn more profits. They are responsible for assuring customer satisfaction and feedback of buyers help them in understand thinking of consumers. Marketing with Production department:Marketing function is the most vital department of every company which has an aim to attain growth in the market. This function is related to almost every department of a company. Marketing function analysis the demand of the products and provide that information to production department so that relevant number of goods can be produced and market demand can be fulfilled. In the case of Burberry, this company is a premium brand and their every product is a highly priced due to which it is even more of a responsibility of marketing department to provide relevant information about market’s trends so that high satisfying products can be produced (Feng, Morgan and Rego, 2015). Marketing with HRM department:HRM or Human resource management is a function in an organisation which handles the activities of recruiting, selecting, providing appropriate training and maintaining healthy relationships in an organisation. Marketing department of 4
Burberry plays an important role in HRM function as it provides information about what kind of employees are required in their department so that HRM function can make sure to fulfil the exact requirement. Marketing with Selling and Distribution:Selling and Distribution department of an organisation conducts activities to sell the products via different modes and distributes their goods to distributors which further sells their products to end users. In case of Burberry, company sells their designer fashion clothes and accessories from both online and offline mode. Marketing has a huge responsibility to fulfil in S&D function. They need to make sure that promotional activities are so effective so that sales of the company can smoothly done. Marketing with IT department:IT or information technology is a department which overlooks all the technical aspects in a company. In case of Burberry, it is more important for IT company to be more efficient as they sell their products using online mode as well. Marketing department has two-fold role in IT department. First is marketing department provide them information about their IT requirements so that they can be fulfilled in time such as requirements of effective social media marketing. The next fold is that marketing department make sure to effectively work and conduct all promotional activities so that sales of goods can be effectively made (Kirova, 2017). From the above inter relationships, it can be said that marketing plays an important role in wider organisational context as it has essential role in all the other departments. This inter relationship between departments is important for effective functioning of an organisation. TASK 2 P3 Comparing how organisations use the various elements of the 7Ps marketing mix in the marketing planning process to achieve business objectives Marketing mix is a concept of analysing an organisation and its brands. This concept has focus on multiple areas as product, price, place and promotion. This concept usually has only four elements but as considering the recent trends of service industry, the marketing mix has been extended to 7Ps which includes product, place, pricing, promotion, people, process and physical evidence (Larson and Draper, 2015). This marketing mix is applied to two companies below in order to compare them: ElementofBurberryGucci 5
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marketing mix ProductProduct element of marketing mix refers to the product range of an organisationwhichiseither producedorretailedbythem.In case of Burberry company, it is a luxurious brand which has number ofproductsegmentsincluding beauty,accessories,men,women and kids. The unique selling point about the products of Burberry are that they are premium quality goods and they are chemical free. Gucci is an international brand and a competitor to Burberry due to which this company has been selected for the comparison. Gucci is a producer ofhighqualityclothesand accessorieswhichsoldworldwide andarelovedbytheworld.The productsegmentofthiscompany includesjewellery,perfume,men, women and kinds. The different between Burberry and Guccionthebasisofproduct element is that Burberry is focused on their clothing product segment. Whereas, Gucci is more concerned withtheirproductsegmentof perfumes. PricePrice is an element which states a particular pricing strategy which is adopted by an organisation. Pricing strategiescanbecategorisedas premium priced, price penetration, competitive pricing etc. In case of Burberry,thepricingstrategy followed by this company is Mix pricing strategy. In order to follow thisstrategy,Burberryhave combinedtheirproductportfolio with low cost premium products and high cost premium products. This In case of Gucci, the has adopted premium pricing strategy in which they ensure that the prices of their productsarehigherfromtheir competitors but also ensures that the quality of their products should be unbeatable.Thisstrategyhelps Guccitopositionthemarket segment which they have targeted (Liu and et.al., 2017). 6
strategy helps the company to gain the competitive advantage. PlacePlace refers to the placement and distributionofthehoods manufactured by a company. In case ofBurberryPlc,theyfollow selective distribution strategy where theyeffectivelyselecttheoutlets wheretheirproductsshouldbe distributed. This company has 475 stores in approx. 50 countries and all of their stores are located in heavily populated areas. In case of Gucci, this company has adoptedthestrategyofexclusive distribution in which they distribute theirproductstoonlyfewretail outlets but those outlets have been selected by the R&D team of the companysothatbrandequityof Guccicanbemaintainedand managed. PromotionPromotionisthecollectionof variousadvertisingandpromotion strategieswhichareusedbythe companiestoadvertisetheir productsinmarket.BurberryPlc. market their products on exclusive magazines,TV,onlineads, billboards etc. This company also engaged in social media marketing andisheavilyrelied oncelebrity endorsements.Thesecelebrities include kate Moss, Agyness Deyn etc. Thedifferencebetweenthe promotion strategy of Burberry and Gucci is that Gucci always believes inexperimentalmarketing.This company has also used controversial strategies to promote their product which has high possibilities to get negativereviewsbutarebestfor overnight success. ProcessProcess are the processes used by an organisation in either manufacturing or marketing abrand. In case of Burberry,thiscompanyusesthe processofmanufacturetheir Process of Gucci which has helped them to gain success is their online delivery system in which they make sure that their products are in reach of every individual of the world. 7
exclusiveclotheswhicharefree from any chemicals so that they can be toxic free. PeoplePeopleherereferrerstothe employeesofanorganisation.In case of Burberry Plc., sales team of this company has a strong role to play in marketing activities in order to make sure that brand equity of the company is sustained. IncaseofGucci,theyhavea customer service department which contacts their customers and resolve everyissuetheyhave.These employeesmakesureguidetheir customers. Physical evidencePhysicalevidencereferstosome evidencebywhichbrandis recognised in its customers. In case of Burberry, this company has a user friendlyonlinewebsitebywhich usersfromtheentireworld recognise this company. Physical evidence of Gucci is their distinct colour packaging which is identifiable by its customers (Chitty, D'Alessandro and Gray, 2019). From the above content, it can be said that even after working in same industry with same product range, these companies have distinct features which made these organisations different from each other. TASK 3 P4 Producing and evaluating a basic marketing plan A marketing plan is a written document with the objectives of promoting a product in marketing and the strategies by which these objectives can be fulfilled (Malhotra,2015). Marketing plan of Burberry Plc is developed below: Executive Summary:Burberry Plc is large scale organisation which deals in manufacturing and marketing of luxurious goods which includes clothes, make up and accessories. In order to grow and develop, this plan has been developed in which a product of Burberry will be launched. A new pair of summer shoes is planning to be launched, this product is for women. These 8
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summer shoes have a USP that they will be not manufactured by any kind of animal skin and will provide a soothing comfort which will make it appropriate for women in summers. Vision:Burberry has a vision to make themselves a fully digital company. Mission:Mission of this company is to focus on integrity and fulfil demand of their customers. Strategic objective:To launch and market new summer shoes which will gain profit of £50000 in 3 months. Segmentation Targeting Positioning Segmentation:Segmentation refers to the division of large market into small segment and group for the convenience of company. Burberry Company has segmented the market into various forms which is discussed below: Demographic segmentation:Burberry company has come up with new shoes for the women who are fitness freak and comes under high to middle income group. Along with that they are animal lover because their new product is animal friendly. Geographical segmentation: Within geographical segmentation company has divided the new shoes into developed country like London. Targeting:Burberry company has target the market on the basis of gender where it target to the women. Moreover, it has specifically target to those women who are brand conscious while making the purchase of shoes. Positioning: Company spread the awareness of new product with the help of digital media which include social media along with that it uses word of mouth publicity. Budget ParticularsAmount Research and development Marketing Operations Human Resource Management Administration 5000 4000 8000 3000 4000 Total£25000 9
Therefore,itisestimatedthatBurberrycompanywillexperiencetheestimated expenditure of£29000 which is incurred on various business activity like manufacturing and promotion. SWOT analysis Strength The new product line of Burberry that is summers shoes will gain the trust ofcustomerduetothehigher recognition value of brand. Useofdigitalmediacanassist company totargetthewomen and catertheneedwiththehelpof customised promotion technique. Opportunity Astheproductisbasedonthe innovative idea and does not hamper the external society due to which the company can appeal the attention of customerthroughextensive advertisement. It can form strategic alliance with the other industry that deal in similar type of product and reduce the competition rate. Weakness Thehighpricingordifferentiating pricingstrategycanwithdrawthe attentionofcustomertowardsthe company. As the other substitute of respective brand sell similar type of product but at cheaper rates. As the animal friendly product is new in the industry due to which it may take time for the company to gather the attention of customer and make the final purchase. Threat Mostofthecustomersare comfortable wearing animal products like leather which is a sign of prestige that can affect the sales of company. Any change in the pricing strategy of the existing company can affect the functioning of whole firm including the new product that is summer shoes (Mokwa, 2017). Monetary and control As the external factor of business keeps on changing due to which Burberry company needs to invest in the promotion technique to gain the competitive advantage over its competitor. This helps in the long-term sustainability of the new product line that is summer shoes which is designed specifically for women. 10
CONCLUSION From the above report, it has been concluded that marketing is a most important function for any organisation in order to grow and develop in market. After conducting tasks of above report it has been observed that marketing plays an important role in every aspect of an organisation. Also, marketing function is inter related with almost every department of the company. After analysing the concept of marketing mix, it has been concluded that it is one of the most useful method by which two organisations can be compared and their each and every aspect can be analysed such as price, place, promotion etc. At last, a marketing plan has been developed by which it has been observed that a company must clear its strategic objectives to develop an effective plan. 11
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REFERENCES Books and Journals Bahadir, S. C., Bharadwaj, S. G. and Srivastava, R. K., 2015. Marketing mix and brand sales in global markets: Examining the contingent role of country-market characteristics.Journal of International Business Studies.46(5). pp.596-619. Blythe, J. and Martin, J., 2019.Essentials of marketing. Pearson UK. Bull, J. W and et.al., 2016. Strengths, Weaknesses, Opportunities and Threats: A SWOT analysis of the ecosystem services framework.Ecosystem services,17, pp.99-111. Chaffey, D. and Ellis-Chadwick, F., 2019.Digital marketing. Pearson UK. Chitty, W., D'Alessandro, S. and Gray, D., 2019.Services marketing. Oxford University Press Australia and New Zealand. De Mooij, M., 2018.Global marketing and advertising: Understanding cultural paradoxes. SAGE Publications Limited. Feng, H., Morgan, N. A. and Rego, L. L., 2015. Marketing department power and firm performance.Journal of Marketing.79(5). pp.1-20. Kirova, V., 2017. Exploring the role of strategic marketing department.Journal of Marketing Development and Competitiveness,11(2), pp.27-38. Larson,J.andDraper,S.,2015.Internetmarketingessentials.IdahoFalls,ID:Stukent Incorporated. Liu, Y and et.al., 2017. The effects of products’ aesthetic design on demand and marketing-mix effectiveness: The role of segment prototypicality and brand consistency.Journal of Marketing.81(1). pp.83-102. Malhotra, N. K., 2015.Essentials ofmarketing research: A hands-on orientation. Essex: Pearson. Mokwa, M. P., 2017. The policy characteristics and organizational dynamics of social marketing. InMarketing the Public Sector(pp. 43-55). Routledge. Online 5MarketingConceptsExplainedwithExamples.2017.[Online].Availablethrough: <https://iedunote.com/marketing-concept> 12