Roles and Responsibilities of Marketing Function at Burberry

This presentation explores the roles and responsibilities of the marketing function at Burberry, a luxury fashion brand. It covers topics such as understanding customer needs, expansion and growth strategies, pricing, and innovative product development. The marketing department at Burberry plays a crucial role in identifying customer needs and wants, as well as developing strategies to fulfill them. The presentation also discusses the interrelationships between marketing and other functional units within the organization.

Marketing
Essentials
(BURBERRY)

Table of Contents
 Introduction
 The roles and responsibilities of marketing function of Burberry
 Analysis of the roles and responsibilities of marketing
 The roles and responsibilities of marketing related to other function in
respect to Burberry.
 Analysis of the interrelationships between marketing and other
functional
 Conclusion
 References

Introduction
The marketing plays an important role in an organisation as its functions
include advertising and promotions of products to the customers (Perreault,
2018). The approach of marketing for different companies can be different
but they need to decide the activities which will help them to be successful.
The presentation covers the marketing strategies of Burberry which is a
luxury fashion brand, provide a range of products including menswear,
womenwear and children. It designs clothes mainly by targeting the upper
class of people.

The key roles and responsibilities of the marketing
function
The role of the Marketing function of Burberry
 Understanding the needs and wants of the customers- The marketing
department understands the needs and wants of the customers and analyse
the market to make strategies to achieve it. The marketing department of
Burberry identifies the needs of the customers and make strategies to fullfill
it.
 Expansion, growth and brand name
 Pricing strategy
 Innovative products

The responsibilities of the Marketing function of BurberryThe responsibilities of the Marketing function of Burberry
 Listening to customers needs- Marketing department of Burberry
concerning mainly on the way demands of customers changes as per
trends in fashion. For this purpose, they use social media channels,
company's own websites and more, to take feedback of its targeted
audience (upper class people) about quality of its products and make
changes accordingly (Cooper, 2016)
 Competitive advantage
 Technological Advancement
Cont...

Analyse the roles and responsibilities of marketing
The role of the marketing department is to define and manage the brand in the
context of its behaviour like who it address to, what it stands for, how is it
behaving and what the brand wants from its customers to perceive.
 Positive impact- The role of the marketing is to expand the business and
make the top level strategies for the organisation and it is helpful for the
brand to convey its marketing goal to customers.
 Negative impact- The marketing manager is the spokes person and he
should have the understanding of the organisation as it will impact the
behaviour of customers.

Roles and responsibilities of marketing related to
other functions.
 Marketing department and R&D of Burberry- The marketing
department make strategies for promotion of the product which satisfy
the needs of the customers. In context with Burberry, its marketers
mainly collaborates with R&D team to make transformations in products
as per changes in fashion trends and demand of customers. The
marketing department communicates with Research and Development
for making strategies and identifies the impact of it on customers.

Cont....
 Marketing department and finance department - The marketing
department and finance department works together to increase profits of
the organisation. The marketing department of Burberry coordinate the
activities, make promotional decisions like advertisement in the most
expensive fashion magazine and helps in achieving the goals of an
organisation.

Analyse the interrelationships between marketing
and other functional units of the organisation
Marketing department and R&D of Burberry:
 Positive impact- The transformation strategies of Burberry will be made
by marketing department by helping R&D to identify the trends and make
it available to customers.
 Negative impact- It involves costs when the strategies made has a
negative impact on the market and it is not liked by customers of
Burberry.

Conclusion
The organisation to achieve success should make strategies for the marketing
department. The roles and responsibilities of marketing department focus
on the business and help them expanding market. The organisations should
focus on the factors which impact departments like human resource,
production, etc. The organisations wants to expand and make strategies to
understand customers and demand and supply of products. The
organisations understand the employees and help to achieve the
performance.

References
Perreault, W.D., 2018. Essentials of marketing. New York: Mc Graw Hill.
Cooper, C., 2016. Essentials of tourism. Pearson.
Purvis, J., 2016. Human resources marketing and recruiting: Essentials of
digital recruiting.
Baker, M.A. and Magnini, V.P., 2016. The evolution of services marketing,
hospitality marketing and building the constituency model for hospitality
marketing. International Journal of Contemporary Hospitality
Management.

Thank You