Role of Marketing and its Concepts in Burberry

Marketing Essentials

Table of Contents
INTRODUCION..............................................................................................................................3
TASK 1............................................................................................................................................3
P1: Role of Marketing and their important concepts..............................................................3
P2: Marketing and its relationship with other business functions..........................................6
TASK 2............................................................................................................................................7
P3: Comparison of marketing mix of two rivals....................................................................7
TASK 3............................................................................................................................................9
P4: Construct a Marketing Plan..............................................................................................9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................13

INTRODUCION
Marketing is that kind of activity in which an institution and process is there for creating,
communicating, delivering and also exchanging of offerings which has value to its customers,
clients, partners and also society at large (Baines, Fill, and Page, 2013). In other words it can be
considered as studies and management of an relationship related to exchange. In such process
identifying, anticipating and also satisfying needs and wants of customer. Because marketing is
used to attract customers, it is one of the primary components of business managements and
commerce. In this assignment report we are going to talk about a UK-based organisation which
deals in selling large-scale varieties of product including various items like fashionable clothing
fragrances, accessories etc. and the name of organisation is Burberry. In this assignment report
we are going to carry out all the information of Burberry about its marketing concepts along with
its application in detail. Along with this, we will also talk about the interrelationship between
distinct departments and its significance, differentiation of marketing mix between two rivals and
marketing plan in this report.
TASK 1
P1: Role of Marketing and their important concepts
Marketing has an very important role to play as leads towards forming of relationship in
customer and its organization. This provides confidence of trying of new product in market as a
new product has entered in market.
Concept of Marketing: The Marketing concept is the strategy that firms implement to
satisfy customers’ needs, increase sales, maximize profit and beat the competition. There are
various marketing concept which are being followed by managers of Burberry:
Various Marketing Concept-
 Production Concept- The main idea of Production concept – “Consumers will favour
products that are available and highly affordable”. This concept is one of the oldest
marketing management orientation that guides sellers. For example Burberry can apply
this concept by introducing new technology and items into production house and they can
also change the way of selling their products by giving discounts which will attract the
customers. It restricts targeted customers to shift its buying behaviour to other
companies.

 Product Concept-. Such concept majorly helps an organization to focus on products and
services for targeting of customers at an very variant and available price. This reduces
production cost. For example Burberry can use this concept by innovative designs and
continuously improving their fashionable items which will attract the customers (Brooks
and Simkin, 2012).
 Selling Concept-. In such concept an organization has to put effort in selling of products
and services in direct manner to its customer. No mediator is there that leads to product
increasing. For example Burberry can use such concept by making own website and also,
they can post advertisement on tv’s which will attract more and more customers towards
them.
 Marketing Concept- Through applying of an concept an organization is going to learn
about focusing over trends in market like more customer base leads towards profitability.
For example this can be used by Burberry in understanding of customers needs.
Delivering of best product is possible.
 Societal Marketing Concept- In this marketing strategy is able to deliver value to
customers in a manner that it maintains and improvise consumer’s needs and societies
welfare. For example this is to be applied by Burberry through no selling of product
harming the society.
Ongoing and Upcoming Trends
Nowadays, the customers are showing their willingness and interest towards such kind of
products or services which they find interesting and which is on different digital marketing
platforms. The current trends that must be adapted by Burberry are tv advertisement and online
advertisement. These platforms contain huge number of customers and showing them
advertisement will make them interested to buy the products. While in future, mobile phones will
play the huge role in buying the products while sitting at home. Thus, Burberry must take future
trends as well in advance by investing funds in launching mobile app. In app, they can give
various offers and discounts which will attract customers and giving them free home delivery
will make them to use the app more frequently (Clow and James, 2013).
Various strategies of marketing processes
A strategic marketing process is just as it sounds- it’s a plan that lays out all of the elements
connected with and impacted by your business’s marketing initiatives (Marketing Process.