Marketing Essentials for Burberry

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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