Marketing Theory and Essentials

This assignment provides a compilation of marketing theory and essential concepts from various sources. It includes excerpts and summaries from books, articles, and research papers on marketing topics such as marketing mix, customer loyalty, social responsibility, and digital marketing. The content covers different aspects of marketing, including tourism marketing, experiential marketing, and the evolution of wine marketing mix. The assignment is suitable for students seeking to understand and apply marketing concepts in real-world scenarios.

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
P1 Key roles and responsibilities of marketing function........................................................1
P2. Roles and Responsibilities of marketing related to the organisational context................4
TASK 2............................................................................................................................................6
P3Compare the ways in which different organisations apply the marketing mix to the
marketing planning process to achieve business objectives...................................................6
P4.Basic marketing plan for Burberry..................................................................................12
CONCLUSION..............................................................................................................................16
REFERENCES..............................................................................................................................17

INTRODUCTION
The marketing is the continuous process of management which is concerned with
identification, anticipations of customer's needs and wants and providing them with maximum
satisfaction. The essential elements of marketing are needs, desires, product, utility, exchange
and transaction. This is important tool in the modern business environment as it helps to
understand the market, analysis demands of consumers, building harmonious relations and
provide quality services and goods to customers. This report is based on Fashion Industry
Burberry which was founded by Thomas Burberry when he was 21 years old in the year 1856.
This is public limited company situated in London, England (Ananda, Hérnandez-García and
Lamberti, 2015). It mainly emphasis on outdoor attire, fragrances, sunglasses, trench coats,
cosmetics and fashion accessories. Burberry Plc. Is listed on London Stock Exchange and is part
of FTSE 100 index. In the report it has been discussed about key role and responsibilities of the
marketing function along with roles and responsibilities of different functions of organisation
with marketing function. Also, application of marketing mix to marketing planning which leads
to accomplish the business objectives. Lastly, this report emphasis on the preparation and
evaluation of marketing plan for the business organisation.
TASK 1
P1 Key roles and responsibilities of marketing function
Definition of marketing:
Marketing is systematic and managerial process in which individuals or group of
individuals work towards identifying and developing products and services by creating value for
suppliers, buyers, customers and clients. It is social process in which organisation analyse about
the needs ans wants of consumers and deliver them value by exchanging with others in the
market. Also, marketing is related to mix of various elements which are product, place, price,
people, promotion, process and physical evidence which are concerned with providing
maximum satisfaction to customers and increase profits for organisations (Baker and Saren,
2016).
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The current and future trends of marketing:
For every business organisation marketing is important part which is concerned with
certain current and future trends further helps in growth at the marketplace. Current trends of
marketing assist managers to increase their knowledge base for the needs of customers and
produce products to attract more and more customer in efficacious manner several methods used
by Burberry for marketing involves social media platforms such as yahoo, google, gmail,
Facebook, Instagram, Snapchat and many more for advertisement of products and services being
offered to customers (Baker, 2016). Whereas, future trends of marketing are related to
conducting marketing activities on Snapchat as now customers are using these apps only. Further
for marketing the managers can use music and songs as this play wide role in marketing and
advertising.
Roles and responsibilities of a marketing function:
Marketing function of every organisation is interrelated to other functions of organisation
which assist managers for production of products and services for the company. Some of the
basic roles and responsibilities of marketing function in Burberry as described below:
Market information- The most crucial role for developing products is based on
information being gathered by the managers as this helps us to know about the needs and
requirements of consumers. The information is collected from internal as well as external sources
of organisation.
Market planning- As per this, managers of marketing fully concentrates on development
of plans and innovative strategies which will helps to maximise sales for the products at the
market place. This planning is done for making modifications, innovations in the products, brand
name, logo and packaging (Bull, and et. al., 2016).
Product designing and planning- The marketing function is concerned with new
product development in order to maintain the customer's retention for the product. The frequent
and innovative changes in the product design are done to attract more and more customer's. The
products of Burberry attracts customer's with attractive and better packaging with effective raw
materials, having availability in various sizes. The packaging of Burberry is modified in unique
manner on certain periodic intervals. The managers of Burberry to attract more consumers make
effective advertisements so that there is utilisation of products in optimum and efficacious
manner.
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Exchange Functions- Marketing department of Burberry examine the market condition
and appraise the actual needs and desires of customers. The main purpose of this function is to
provide products and services as per necessities of consumers and provide them with maximum
satisfaction (Campbell, Martin and Fabos, 2018).
Financing- This is lifeblood of every organisation as no activities can be carried without
proper availability of capital. For instance, the marketing manager of Burberry offers customers
with certain facilities for making payments through cards, net banking etc.
Promotions- For increasing the awareness level among customer's for the products and
services being offered various tools of promotion are used by the marketing managers. The
marketing department of Burberry frames strategies for promotion of products through social
media, magazines, newspapers and various digital media platforms.
Marketing process:
It is a process, which is utilised by organisation for examining the opportunities, selecting
targeted markets, developing marketing mix, and management of marketing activities. The
various steps of marketing process are defined below:-
Analysis of opportunities within market: It is crucial for business organisation to determine the
opportunities that are available in market. These opportunities may be the requirements and
necessities of customers which are fulfilled through products and services availability in
the market (Dodds and Jolliffe, 2016). Managers of Burberry have conducted market
research which provided the information regarding the certain changes to be made in
products and services. This leads to sustainable growth and survival at the market place and
also helpful in achieving maximum attention of customer's and fulfil their needs in effective
manner.
Selection of targeted segment: the second step in the marketing process is concerned with
section of target market for the products and services offered by the company. Every
segment of market have different needs so specific segment is selected by companies.
Burberry offers products for almost every segment, but majorly the revenue is generated
from the women segment as they are very much fashion conscious. This further assist for
developing strategies to attract more customer's in particular segment.
Developing marketing mix: The preparation of marketing mix assist marketing managers in
making comparisons from their competitors which further helps in preparation of strategies
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and long term plans as per the market situation. Burberry have many competitors offering
luxurious and unique products which are Armani, Gucci, Louis Vilton and many more. So
the managers of Burberry should develop marketing mix in such a way that it leads to
maximised returns and good position in the market.
Management of marketing efforts: The efforts made by the marketing managers are very
important as this helps to conduct marketing process in effective manner (Fan, Lau and
Zhao, 2015). Burberry performs various efforts for marketing of products with the help of
certain promotional tools, selling techniques, advertisement and production policies which
will help to retain and attract more customers.
P2. Roles and Responsibilities of marketing related to the organisational context.
Marketing is a very crucial element for every organisation as it aids them to promote their
goods and services at market place. Along with this, it helps businesses to manage their business
operation and run organisational activities effectively. Also, marketing is a process of
exchanging, creating and delivering product and services that make value for society, customers
and many more in the market. In marketing mix includes four elements such as price, Promotion,
place and product and it use for promoting a particular brand or product at domestic or global
level. This is an useful concept for organisations because it aids them to collect an important and
correct information regarding their competitors strategies, products, suppliers and customers
demand (Faßmann, and Moss, 2016). In reference to marketing functions, are interrelated with
other departments of an organisation such as Human Resource Management, IT And Research &
Development, Finance Department, and Production Department. In additional to this functions,
helps an organisation to generate awareness about their product and service at market by
fulfilling the demand and requirement of potential customers. The interconnection between
marketing and other department aid businesses to implement a plan into actions. In context to
Burberry, the interrelationship between marketing and other departments are given as below:-
Marketing and Production Department: In every organisation the role of marketing
department is to collect an information regarding customers need or requirement and survey
the whole market accordingly. On the other hand, manager of marketing department
provides information to production department about the taste and preference of customers
which helps them to produce goods and services according to customers need in good
quality at affordable price. Along with this, both marketing department plays an very
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important role in production department as it helps them to develop new and existing
products. According to market survey, Marketing department of Burberry, collects feedback
of customers about their product and services which aids production department of Burberry
to improve the quality of its product. Whereas marketing department decides that where they
have to sell and to whom have to sell their products according to the basis of particular
products effectively. Along with this, both production and marketing department carries out
their activities effectively (Festa, and et. al., 2016).
Marketing and Finance Department: In every organisation, money plays very crucial role as it
helps each and single department to manage their activities effectively. Along with this,
finance aids organisation for becoming a successful business at the market place and expand
its business at global level. With reference to, finance department provides proper guidance
and support to marketing department for promoting their goods and services effectively. In
context to Burberry, both marketing and finance department helps each other which also
maintain its position and growth at market place. Along with this, manager of finance
department aids marketing department by providing ample number of amount in order to
produce logos, fliers or packaging design and also to promote its product in the market.
Whereas, marketing department provides guidance to finance department as for maintaining
its financial position in an organisation, which also helps them to earn more profit
accordingly.
Marketing and Personnel Department: The role of personnel department is to develop and
enhance their productivity which helps organisation to maintain its sustainability at market
place. On the other hand, marketing department aids personnel department to attract new
candidates towards their company in order to accomplish organisational goals and objectives
effectively. In context to the role of HR department of Burberry, is to help marketing
department for attracting or hiring fresh talented candidates tin their company. Along with
this, its motive is to generate new innovative ideas for the overall development of
organisation & employees. Also, this helps an organisation for attracting more customers
towards their brand or product in the market place. On the other hand, Burberry's HR
department opt marketing strategies for making strong team which helps them to achieve
organisational goals and objectives accordingly (Folinas and Fotiadis, 2017).
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Marketing and IT Department: Now a days, IT department plays very crucial role in an
organisation as it bring high new technologies which innovates new product and helps to
attract customers towards it. On the other hand, IT managers helps marketing managers by
providing various information regarding technologies which helps them to make attractive
websites with the motive of attracting customers, client and other towards it. In context to,
Marketing department of Burberry use CRM software for maintaining the proper
information and record of customers which makes long term relationship effectively. In
additional to this, IT department aids Burberry to upgrade their employees, customers and
stakeholders information for making effective decision (Logman, 2018).
Marketing and R&D Department: The role of Research and development department is to
create new and innovative ideas for developing product and services. On the other hand, role
of Marketing department is to analyse market for fulfilling or satisfying customers need and
requirement effectively. If any organisation produce new product then it is necessary for
marketing department to analyse whole market for identifying the demand of customers and
provide information to Research and development department for producing or re innovate
new or existing products. In context to, marketing manager of Burberry, collect an
information from their potential customers regarding their experience of new products in
market. Marketing department gives many promotional activities for encouraging
customers to purchase new products. Both marketing and research & development
department aids an organisation for maintaining its growth and sustainability at market
place.
As per the above analysis, it has been evaluated that every department are interlinked with
marketing department in an organisation . Along with this, it aids an organisation to achieve their
goals and objectives effectively. Also, marketing and other department says that, all have their
own role but somewhere they are interconnected with each other as it helps them to complete
their target and satisfying customers need and requirement accordingly. In context to Burberry,
marketing department and other departmental functions main motive is to attract new customers
and retain old customers for long period of time. This is also aids them to maintain its brand
image at market place and expand their business at global level accordingly (Mishra and Modi,
2016).
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TASK 2
P3Compare the ways in which different organisations apply the marketing mix to the marketing
planning process to achieve business objectives.
The term marketing mix given by Neil Bordon which is concerned with formulation of
strategies for the products and services to be offered to the consumers. This helps marketing
managers for taking decisions related to introduction of new products, process and services or
making alterations in theses existing products or processes. The components of 7 P's or
marketing mix are product, place, people, process, physical evidence, price and promotion which
further assist the organisation to conduct SWOT analysis, frame objectives and identify the
tactics of the competitors (Pappas, 2017). Also, these elements helps business organisation to
attain aims, objectives and capture huge share in the market place. The marketing mix differs
from company to company because of vision, mission and objectives but this is framed for the
promotion of their product, services and processes (Phadermrod, Crowder and Wills, 2019).
The table below shows the comparison of marketing mix of BURBERRY with ARMANI on the
basis of difference in their objectives.
BASIS OF MARKETING BURBERRY ARMANI
PRODUCT The company is the leading
and famous luxury brand in the
fashion industry all over the
world. The main product
section of Burberry are
accessories, men, women and
kids clothing, beauty products.
The bestselling and signature
product is Trench Coat which
was designed by founder
himself which captures good
market share. The brand is
well known among customers
The product mix of Armani
have unique identity and
innovative designs. The prime
collection of apparel which
involves Armani suits for
which target consumers ranges
from 35 to 50 years of age.
And for customer's of lower
market segment who cant
afford the signature product
than Armani Collezioni
product caters to the needs of
customer's. For the age group
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so it introduced “ Gabardine”
which was breathable ,
comfortable fabric and water
resistant. It provides quality of
products and services along
with durability with its
intricate designs which helps
Burberry to supply quality
products at international level.
The some collections of
company includes Burberry
Golf, Burberry London,
Burberry Prorsum, Cosmetics,
Timepieces and Children's
Wear. The managers give
special attraction to quality of
details and fabrics. The major
part of revenue is generated
from the section of women
wear. Therefore, for making
the products of Burberry
successful the major factors
are their design, style and
quality (Pike, 2015).
of 25- 25 years Emporio
Armani product which
provides youngsters with
modern and latest designs.
Whereas to fulfil the needs of
young adults the lowest range
of product is Armani Jeans
which is fashionable line and
luxurious apparel. The
marketing manager considers
comfort needs by maintaining
luxury brand of the product
mix. The product mix of
Armani consist of shoes, bags,
jacket, hats, shirts, caps and
jeans which are classy and
stylish (Mishra and Modi,
2016).
PRICE As the company offers
luxurious products with
innovative designs so the
managers of Burberry uses
premium pricing strategy as
these cater to the needs of high
class profile for whom money
As Armani is iconic brand and
caters to the high class and
elite profile so it does not
compromise with the quality of
products. The pricing strategy
adopted by marketing
managers of Armani is
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does not matter as they only
want good quality products.
The pricing strategy for the
company is based on many
factors. Burberry don't creates
competition in the market on
the basis of price as the
differentiation is based on
innovative product design,
quality and durability. The
marketing managers of
Burberry decides prices after
in-depth study of market
demand and competitors
pricing strategies (Ryan,
2016).
different for variety of
products being offered to
target customers. The
signature suits of Armani are
highly priced as these are for
elite profile society whereas,
Armani Collezioni are 20%
low priced so that it fulfil
expectations of consumers by
providing affordable products.
The fragrances of Armani are
within the access of each and
every customer.
PLACE Stores of Burberry have
presence in at least 50
countries all around the world.
Majorly these stores are
located in populated areas of
market which helps to generate
revenue at large scale. Also,
the products of Burberry are
available online in a very
unique and innovative manner
(Faßmann, and Moss, 2016).
Customer's can order for
products from burberry.com
which is online website of
company and provides
Armani has almost 90 retail
outlets across 37 different
countries all over the world.
For selling the products several
retail outlets in the market are
there which are run by licensed
channel partners. Products of
Armani are also available
online which shows that
customers from any part of the
world can purchase the
companies products. Some
specific products of Armani
are available on certain
locations such as coffee shops,
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maximum customer
satisfaction. Also, the products
of Burberry are displayed in
some of departmental stores
and shops. The channel of
distribution is also very
effective as it delivers products
as earliest as possible in
efficient manner.
bars and shopping malls as
they are meant to cater needs
of a particular target group.
PROMOTION The important element of
marketing mix is promotional
activities as without these the
products cant reach to target
consumers (Scarborough,
2016). To target the specific
audience the advertisements
are placed on high profile
magazines. Burberry mainly
focuses on viral marketing
rather than TV advertisements.
Some of promotional tools
used by managers of Burberry
are online ads, print ads, TV,
billboards etc. To easily
deliver the brand message to
customers Burberry do
marketing by social media
platforms or by digital media
marketing. Along with this
Burberry emphasis on
celebrity endorsements some
For the promotion of products
the promotion is done by using
famous stars on billboards,
posters, advertisements and
many more. The famous stars
of Armani are Cara delevinge
and Lady Gaga. The managers
of Armani focuses on reducing
impact on the environment
because of production process
this further helps in promotion
of brand for sustainable period.
The expensive and fashionable
products of Armani are
promoted through dance,
music and fashion shows.
Armani offers unique feature
for customers which helps to
check the authenticity of their
products which is Certilogo
known as identification code.
To ensure the quality of
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of them are Agyness Deyn and
Kate Moss.
products this code can be
accessed from phone or
computer which leads to
promotion of products on
online platforms by building
trust among the customers at
market place.
PEOPLE Their are many people
available for the proper and
smooth functioning of
marketing operations. The
sales team of Burberry plays
important role in marketing of
their products (Wahab, and et.
al., 2016). Also, there are
customer care executives
which maintains relations and
contacts with customers and
resolve their issues related to
products and services. To
maintain the quality of
finished products suppliers
play essential role in the
marketing function.
The people play important role
for very organisation. Armani
emphasis on imparting training
within employees on the
continuous basis which would
further help in accomplishing
the goals and objectives.
By adopting updated
technology company can
enhance their market share and
provide good quality products
to their customers in order to
satisfy their needs and
requirements.
PHYSICAL EVIDENCE The products of Burberry are
attractive as the packaging is
unique and available on
shelves of retail stores. The
online website of Burberry
allows customer's to order
The physical stores of Armani
attract more customer's
because of ambience and
interior designs of stores. The
products of Armani are packed
by emphasising on the
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products after going through
complete knowledge of
products and proper look of
images of products from each
and every angle.
environment factors which
leads to increase market share
in the world. The outfits and
fashionable clothes are
focusing on both elite and
middle class customers which
fulfils their expectations.
PROCESS The distribution channel of
Burberry is effective as
intermediaries make sure that
products are always available
on retail stores. The delivery
process of Burberry is online
where the order is received on
the system and than
accordingly the products are
delivered. For providing
customer satisfaction the
managers of Burberry are
actively involved in research
and development process.
The products of Armani are
delivered to customers through
wholesalers, distributors,
retailers, resellers, stores of
company, online stores and
various e-commerce websites.
Human resource of Armani is
highly talented which helps to
offer products to customers
effectively and efficiently.
P4.Basic marketing plan for Burberry
Marketing plan is an important part of business plan as it helps businesses to manage its
actions in order to according organisational goals and objectives at specified time period. Along
with this, marketing plan is a document or blueprint which makes by a company for highlighting
its marketing and advertising strategies for the upcoming year. In context to Burberry, they
prepare marketing plan for dealing with the market situations with motive of enhancing its
productivity and profitability effectively (Walliman, 2015). Also, marketing plan helps Burberry
to maintain its growth and moves towards success. While preparing a marketing plan, it is
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necessary for company to consider following things such as market research, Competitors
strategies, goals, budget and so on. The marketing plan of Burberry are given as below:-
Company overview:- Burberry is one of the leading fashion industries which was
founded by Thomas Burberry in the year 1856 and its located in London, United Kingdom. This
is a British based multinational fashion company who deals in various products such as clothing,
accessories, perfumes, and cosmetics. Also, its includes all the core product segmentations such
as beauty, men, kids, accessories and women. Along with this, Burberry is a popular and well
known brand across the whole world.
Vision:- The vision statement of Burberry, is to bring creativity and innovation in their
product with a motive of maintaining its position for long period of time at market place. Along
with this, they keep their promises by providing good quality products.
Mission:- The mission statement of Burberry, is to keep its vitality and honesty of their
brand which attract more customers towards it, simultaneously to maintain the value and position
of their business in market at both domestic and international level (Yan, and et. al., 2016).
Objective:- The major objective of Burberry is to become a best leading fashion industry
in all over the world. Along with this, they expand their product line by launching new products
such as cashmere outwear, leather accessories, apparel and many more. Also, they opt SMART
objective for gaining competitive advantage at market place in order to become successful
organisation. With reference to this,SMART objectives stands for specific, measurable,
attainable, realistic and time bound which aid an organisation to launch or innovate new product.
In context to, the main motive of Burberry in upcoming years is to capture large number of
market share and enhance its performance, production and growth effectively.
Offerings:- Burberry has more than 500 stores in 51 countries across the world, in which
it includes India, United Kingdom, Russia and many more. Along with this, they offer various
products such as clothing, accessories, cosmetics and so on.
Market analysis and research:- In every organisation it is necessary to analyse whole
market and identifying the need and requirement of customers effectively. Along with this,
market analysis and research helps Burberry to achieve their goals and objectives is ethical
manner. By using both primary research and secondary research, company can solve their
problems and satisfying customers demand with the motive of enhancing profitability and
productivity (Fan, Lau and Zhao, 2015).
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STP approach:- The STP model aid an organisation to create message and deliver it to
targeted customers in order to attain organisational goals and objectives. Also, STP stand for
segmentation, targeting and positioning. Along with this, this process divided into smaller groups
which is based on their culture, taste and preferences of an economy. In context to, STP model of
Burberry are mentioned as below:-
Basis Meaning
Segmentation It is a process through which market can be
divided into smaller groups with identifiable
characteristics and similar product need for the
motive of choosing right target market. In
context to, Burberry they divide the market in
various elements such as age group, lifestyle,
income and so on (Ananda, Hérnandez-García
and Lamberti, 2015).
Targeting It is a place where company decide to whom
they sell and why they have sell its product and
services. In reference to, Burberry their target
market is young people from upper class.
Along with this, they attract customers by
providing various offers and schemes
effectively.
Positioning It is process through which company can
maintain its position in customers mind. In
context to, Burberry they use promotional
techniques which creates its positioning at
market place. Now a days, people are moving
towards reputated brand which helps
organisation to attracts huge customers towards
their company and expand it at international
level.
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SWOT analysis for Burberry
Strength Weakness
 It is a leading fashion industry who
offers various kind of products such as
clothes, accessories, and many more.
 It belong to royal background through
which they increase the value of its
brand and products.
 Its luxury price create a problem which
is not easy for middle class family to
afford it.
 It deals with limited product line of
fashion and luxury segments, whereas
other brand also deals with home decor
and furniture segments.
Opportunity Threat
 Expansion of business at global level.
 Advertising and promotional strategies
aids Burberry to enhance its visibility.
 They have threat because of other
reputated brand in order of pricing.
 Continuously changes in customers
demand creates direct impact on their
lifestyle and fashion.
Budget: - Budget is a monetary plan in which they estimate expenses and revenue at given
period of time (Baker, 2016). By the help of budget company prepare a plan through which
they analyse how and where to spend money in an effective manner. In context to Burberry,
budget aids them to prepare an effective plan for estimating that how to mange the total
funds in other organisational functions. Table shows the budget plan of Burberry:-
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
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Initial money 6000 8500 12000 14500 18350
Investment 12000 14000 25500 32000 13500
Total 6000 22500 37500 46500 31850
Marketing outlay
Promotion 6500 3200 4300 3300 3250
Sales publicity 2200 2100 3300 2200 2000
Direct selling 4200 2500 6000 3000 4650
Total 12900 7800 13600 8500 9900
As per the above budget plan, it has been clearly interpreted that Burberry requires an investment
of about 2000£, 6500£ for promoting its new product line such as “cashmere outwear, leather
accessories, apparel and many more”. Along with this, they opt various promotional strategies
for generating awareness about these new product at market place for attracting customers
towards it and enhancing the sales effectively. In promotional techniques contains various
elements such as advertisement, newspaper and so on (Bull, and et. al., 2016).
Monitoring results of marketing plan:- In this last phase, it is necessary for companies
to measure and control a marketing plan for knowing about its financial position accordingly.
After execution of marketing plan it has been analysed that to evaluate and control the need and
requirement of company in an effective manner. In context of Burberry, their management team
regularly monitored the single plan for the overall development or brand and company.
CONCLUSION
As per the above summarised report, it can be concluded that marketing function
comprises of various important elements like needs of consumers, knowledge of marketing
policies, execution of strategies and provide quality of products and services to customer's. The
marketing function for every organisation assist towards increasing loyalty of customers for
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products utilised by them. This report explains about the marketing function and interrelatedness
with other functions along with roles and responsibilities of business organisation. Also, the brief
description about marketing mix of the organisation is done by the marketing manager which
will lead to attain objectives. Lastly, the report shows the formulation and evaluation for
marketing plan for company which comprises of vision, mission, objective, offerings, STP
approach, SWOT analysis and marketing budget. All the above explained points assist marketing
managers to achieve the set targets and objectives of the company.
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