Marketing Essentials Assignment PDF - Burberry

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................3
Activity 1.........................................................................................................................................3
Key roles and responsibilities of marketing as a function......................................................3
Interrelation of roles and responsibilities of marketing with other functional units..............4
Evaluation of key element of marketing function..................................................................5
Activity 2.........................................................................................................................................7
Comparison of marketing mix of two different organisations...............................................7
Tactics applied by Burberry for accomplishing the goals....................................................10
Activity 3.......................................................................................................................................10
Basic marketing plan............................................................................................................10
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................16

INTRODUCTION
Marketing refers to the process of promoting and advertising the products, services or
brand in order to attract the customers. Marketing is very essential for the business firms in
achieving sustainability at the marketplace. Through proper marketing techniques and strategies,
organisations can retain their customers from going anywhere else for purchasing the products
and services. The taken firm for this assessment is the Burberry which is a UK based fashion
retailer providing a wide range of products and services to the customers in different countries.
This report will explain the roles and responsibilities of marketing function which are performed
by the marketing function of respective organisation. Further interrelation of marketing
department with the other functional units of the organisation will be discussed. This report will
also cover the comparison among the marketing mix of two different organisation of same sector
in order to determine their competitiveness. This report will also develop a marketing plan for
the firm in order to accomplish their desired goals and objectives within the determined time
period.
Activity 1
Key roles and responsibilities of marketing as a function
Burberry is a global firm which is operating its business operations in more than 51
countries throughout the world. In order to successfully run the business throughout these
countries, marketing department of the company is contributing its maximum efforts. These
efforts are useful for the firm in retaining and attracting new customers through which company
can sustain in the marketplace for a longer duration of time (Pike, 2015). The marketing
department of Burberry performs several roles and responsibilities as a function of organisation
so that combined efforts can be proved useful in achieving the organisational goals. Some of
these roles and responsibilities of marketing function of Burberry are as follows:
Preparing marketing budget: The marketing function is responsible for preparing the
marketing budget of the organisation in order to carry out marketing work effectively. The
marketing managers perform the role of determining the future situations and estimating the
budget for marketing activities so that marketing strategies can be executed effectively. The
marketing department of Burberry predict the future situations which can hamper the marketing

and promotions of products. Through this, they are taking better decisions and developing the
strategies accordingly in order to prepare and implement the budget accordingly.
Publishing job vacancies online: The marketing department is also responsible for
promoting the job vacancies of the organisation so that suitable and skilled candidates can be
attracted toward the vacant position. This is essential for the firm in hiring skilled and
knowledgeable candidates who are efficient and effective in their work. The marketing function
of Burberry is performing this role due to which experienced candidates are hired by the
organisation which are contributing in the growth of the firm (Simkin and Dibb, 2013).
Developing marketing plans and strategies: The marketing function is also responsible
to prepare the plans and policies for performing the marketing activities. Through these plans
and strategies, marketing department can carry out their work with required efficiency and within
the pre determined time frame. The marketing function of Burberry determines the future
situations by conducting market research through which the budget and policies for marketing
activities are developed.
Interrelation of roles and responsibilities of marketing with other functional units
Marketing department of Burberry is performing its activities and operations in an
effective manner by taking the help from other departments. This coordination enables the firm
in achieving high sales and growth as combined efforts of different departments are contributed
in the business activities. The marketing department of Burberry is coordinating with other
functional units such as Human Resource, Finance, production etc. for ensuring the customer
satisfaction. This interrelation of marketing department with other functional unit of organisation
is as follows:
Marketing with Finance: Finance department of Burberry is responsible for managing
and monitoring the budget allotted to different unit of the organisation. Whereas marketing
department of Burberry is conducting the market research for determining future situations and
trends in the market (Blythe and Martin, 2019). Through this, marketing department develop the
estimated budget for future activities which is provided by the finance department. Finance
department also provides the funds to marketing for purchasing the licenses of digital marketing
tools and machinery through which marketing department can execute the marketing activities in
an appropriate manner (Ogunmokun and Hsin Tang, 2012).

Marketing with Production: As discussed before, the marketing department of Burberry
is conducting market research for determining the future situations or trends in the market. The
marketing department also determines the latest technologies and methods which can be used by
the production department for developing higher quality products. The marketing department
identify new trends in the production process and convey these to the production department.
The production department with the help from finance department purchase and implement these
trends for improving the quality and efficiency of products. Through this interrelation, the
marketing and production department of Burberry are providing the products to customers for
ensuring their satisfaction (Joshi, 2012).
Marketing with Human Resource: The human resource department of Burberry perform
the role of hiring the efficient and effective workers in the organisation. The HR department
provides the job specification and person specification to marketing department which promotes
the job specification and person specification on various job and online portals such as Indeed,
monster job, Facebook, Twitter etc. in order to attract the customers from different areas towards
the offerings of company.
Significance of interrelationship among the different departments
The interrelation of different department with marketing is of very significance to the
Burberry. Due to this interrelation, the Burberry is enable to hire the suitable and skilled
candidates in the firm which are carrying out their work effectively for attaining the
organisational goals. Also the production department of the Burberry is effectively performing
its operations due to the implementation of new techniques and methods in the production
process. The finance department of Burberry is monitoring the funds allotted to different
department as well as assigning the funds to marketing department properly in order to carry out
the marketing activities and work appropriately (Lipsman, Mudd, Rich and Bruich, 2012).
Evaluation of key element of marketing function
The marketing function has different elements through which Burberry can attain their
desired organisational goals. These elements ensure consistent marketing activities of company
for attracting the customers. These elements are as follows:
Research: Marketing department of the Burberry conduct market research for
determining various things. These things includes the message which should be delivered by the
company to customers, suitable channel for marketing, positioning strategies, targetting

strategies etc. in order to perform the marketing activities in proper manner. The information
gathered through market research is beneficial in developing proper and suitable strategies.
However the cost for company will increase for conducting the market research which can be
reduced by setting an additional department. This additional department will only conduct the
market research for fulfilling the organisational needs and requirements (Mihart, 2012).
Strategy: After conducting the research, marketing department of Burberry develops the
marketing strategies regarding targetting the customers, segmenting the customers, positioning
the products, advertising and promotional activities etc. The marketing department also select the
strategies which will be implemented at the workplace for performing the organisational
activities. Basically, strategies determines the vision, mission and goals of the organisation so
that it can determine the position at which the company wants to be. The strategies are developed
by considering the future situations and possibilities. However the marketplace is dynamic in
nature due to which there are chances that the developed strategies of marketing activities may
not be aligned with organisational strategies. For this, the company needs to develop the
marketing strategies in such a manner that these strategies compliment the organisational
strategies.
Planning: After the development of the strategies, next element is planning in which the
marketing department of Burberry develop the plans for implementing the strategies
appropriately. The planning includes sales forecasting, financial planning, communications
strategy and various other benchmarks through which the goals and objectives can be achieved.
The marketing department of Burberry also monitor the strategies and planning for determining
whether these are executed in proper manner aligned with organisational strategies or not. The
marketing department also monitors the timeline of activities for ensuring the timely execution
of the activities. However, long term planning is risky for the Burberry in the dynamic market
environment due to which company can develop the short term plans which should stay
heterogeneous in the run (Fırat, 2013).
Tactics: These are the short term goals of the organisation which should be formulated
for attaining the long term goals and strategies of the organisation. Marketing department of the
Burberry is implementing various short term policies for attracting the customers, beating the
competitors, increasing the sales, providing better value to the customers etc. The company is
implementing the policies such as discounts on price, reducing the prices in festival season, Buy

1 get 1 free etc. through which the sales can be enhanced. However, the profit margin of the
company will decrease after decreasing the prices due to which company is also providing
subscription to the customer for availing these offers in order to enhance the profit margin.
Through these elements, marketing department of the Burberry is executing its roles and
responsibilities effectively as the plans and strategies are developed based on the evaluation
which ensures the success and growth of the company. Through these elements, the marketing
department is effectively retaining and attracting the customers so that firm can sustain in the
market in future time period (Khan and Adil, 2013).
Activity 2
Comparison of marketing mix of two different organisations
Marketing mix is a strategy which a company uses to promote its brand or product in the
market. In reference to Burberry which is a famous luxury fashion house was founded in the year
1856 by Thomas. It is the one of the few iconic brand which is dealing in clothing, accessories,
cosmetics, and many more (Papasolomou and Melanthiou, 2012). For accomplishing its goals
within the market it serves, they adopt various marketing mix strategies. These strategies has
helped them in maintaining their markets and can defend from their competitors. Burberry have
to face very tuff competition with Gucci, Louis Vuitton, Chanel, Dior, and many more. Detailed
about Burberry and Gucci marketing strategies has been mentioned below:-
Elements Burberry Gucci
Product A product is a substance that is
manufactured for sale. It can
be a service or an item which
is offered to a market to satisfy
the need of a customer. In
Burberry, which is known for
its smart thinking is dealing in
that products which is
accomplished with high
quality, style, and durability
along with its complex designs
Gucci gives to Burberry a tuff
competition in the market. It is
also dealing in the fashion
industry. The reputation of all
its products is unique and also
high quality of these products
is remarkable hence it has been
able to keep its clutch firm on
the market even in this
difficult times. This company
attracts customers by the

is what makes this brand for
the best products in the
international and national
market.
designs and higher quality of
its products which is the main
reason for high sales of its
products (Baker and Magnini,
2016).
Place It is a very crucial point in the
marketing of a product. In
every industry, customers
mostly come where they can
reach easily. Burberry stores
are situated in all around the
world almost in fifty countries.
It has covered a vast market
area and their products are also
sold through global franchises.
As it is luxury brand, so if
some famous shopping sites
wants to sale their products
have to take licence for selling
their products.
It has been successful in all
regions around the world
because of its high class
products. It also has
franchisees with high profile
stores and it has an official
website from where customers
can easily purchase products.
Gucci outlets are situated in
the supreme locations includes
London, Paris, new york,
Rome, and many others.
Price As Burberry is dealing in
luxury products with excellent
craftsmanship and innovative
designs, so it has to be keeping
premium price of its products.
It is dealing in both luxury and
global brand hence its price
have to be equivalent all
around the world.
Gucci has dealing in superior
quality so that is the main
reason for their prices are
premium. Moreover, Gucci is a
high class brand so no matter
what how high prices are
people are still pleased to buy
its products.
Promotions It is a tool for creation of Gucci has covered a vast area

awareness about the product
through different channels that
are Advertisement, Public
relation, sales promotion etc.
Burberry uses promotional
strategies like multiple media
channels, social media
platforms, and many others. It
also take part in various trade
exhibitions and events around
the year (Muralidharan and
Raval, 2017).
in the market, by adopting
these marketing strategies they
can get more success. These
strategies include social
media, printouts, magazines
etc. Furthermore, it has its
online store and app from
where customers all around the
world can easily purchase their
products.
People It refers to the company
employees working for the
organisation. In Burberry
employees have been trained
in persuasive techniques for
how to improving products
quality and also for resolving
the customers issues.
As it is a luxurious brand it
trained its employees with
integrator techniques that how
to deal with customers and
how maintaining and
improving the quality of the
products.
Process Process is a way that shows
the system used in sales
funnel, distribution system and
other systematic process which
check that business is working
effectively. For satisfaction of
the customers, Burberry uses
an efficient standardised sales
process couples with high
quality customer service.
In the case of Gucci, it do
efforts to replenish its stock
by installed a system from
where retailer can easily notify
when their stock levels are
low. Moreover, it has also
online delivery process, online
app, and websites where orders
are accept in the computer
system and move to the

delivery service provider.
Physical evidence It is a place where services are
delivered and concern the way
by which product is reprieved
in the market. In Burberry,
they sell its products in a well-
defined packaging that easily
acknowledgeable on retail
venues. It also has online
websites from where every
customer can view its
products.
Gucci has its own websites,
app, and stores at various
places where customers can
easily find Gucci products.
Hence, Gucci is a luxury
brand so customers can easily
find their own Gucci stores in
several countries.
Tactics applied by Burberry for accomplishing the goals
Burberry is applying the segmentation tactics for achieving their organisational goals. For
segmentation, the company determines the different types of potential customers and divides
them based on their needs, demographics etc. After dividing the customers, company determines
their needs and requirements in order to fulfil them through the products of the company.
Burberry is also using the social media marketing for the promotion and advertisement of their
products so that a large number of customers can be targetted which then can be converted into
the customers (Wirtz, Tuzovic and Kuppelwieser, 2014). The company has also developed smart
objectives for achieving their organisational goals. Burberry is providing training to the
employees so that they can achieve the organisational goals in an effective manner. However, the
tactics applied by the company are costly and time consuming due to which company can face
issues such as financial and delay in execution of project which will impact the profitability and
productivity of the company.
Activity 3
Basic marketing plan
Marketing Plan:

It is a written document which outlines the marketing strategies might be for short or
long term. It involves all the activities such as advertising. Publicity, public promotion etc. to
achieve marketing objective within a specific time. The marketing plan provide a references to
the marketing activities in overall planning period and provide rich information and detailed
discussion to managers. Marketing plan shows to investor that how company will grow and how
they will get return. This plan will be covering on Burberry (Nicholls and et. al., 2013).
Overview of company-
Burberry group is a British company includes luxury fashion house and their
headquarter is in London, England. They currently selling trench coats, ready-to-wear outerwear,
fashion, accessories, fragrances, sunglasses and cosmetics. Their focus in on outdoor attire
includes gabardine which is breathable and waterproof.
Now, this company is launching a new product from different industry which is a
Footwear for men and women. The brand will produce footwear of its own name. The range of
footwear will be counter fort, buckle, heel, hook , sleepers, shoes which includes Ballet flats,
athletic shoes, galoshes and lace up shoes. The focus of company is to provide comfort to the
customers and taking brand to large variety of product.
SITUATION:
SWOT of Burberry Footwear-
STRENGTHS WEAKNESSES
 This brand is an iconic brand and has
build up faith in the brand which make
acceptance of Burberry footwear easy.
 This brand is established globally and
has more than 500 stores which result
in easy distribution of new product in
larger area.
 The company is engaged with the
community which help them in
analysing the target audience who are
interested in product.
 This brand always focus on comfort
and has premium range of price which
result in lack of innovation.
 The ranges of product offered by
Burberry is limited and does not
provided choices to customers.
 The market share is not much wide
because of high competition which may
result in loss in investment in new
product.

OPPORTUNITIES THREATS
 The Burberry provides premium
product demand will increase due to
change in the taste & preferences and
high demand of premium goods.
 It is launching a product which will
make them ahead of their competitors.
 Gucci, Louis Vuitton & Prada are the
serious competitor of this brand which
is a threat for company.
 This brand has a threat that the product
may get copy and sold into market with
the name of company brand.
OJECTIVES:
SMART -
It is a tool use to set the goals of company. Its criteria is mentioned by Peter Drucker's
Management by objective concept, To get clarity about goals, this tool is used and the brief
explanation of this tool in relation with new product of Burberry-
 Specific- The company new product which is Burberry footwear has their specific goal to
achieve which is gathering highest market share to earn more revenue and for this
marketing department is working by using the financial resource.
 Measurable- The Burberry Footwear has standardised their goal to measure progress.
The company has formed a plan to attain 60% of market share as a standard for which
efforts to be made to make it equal with actual result.
 Achievable- The goal of Burberry footwear will be achieved through by making plan to
market the product and huge fund need to be invested in promotional activities such as
advertising in mass media and social media.
 Relevant- The Burberry goal to capture market share is relevant to Burberry as it
increases their market position among their rivals for longer period of time.
 Time-bound- The goal of Burberry has a specific time limit to be achieved which is 6
months, the whole marketing plan should work in accordance with that specific time limit
whereas there is a specific short period for short term objective.
STRATEGIES:
STP analysis-

 Segmentation- It refers to customer dividing into different segments by common features
and requirement. Different segments are demographic, geographic, psycho graphic and
behavioural. Burberry has segmented men and women whose age between 20-40 and
covered almost 50 countries where large number of premium customers are present and
they are loyal with the brand.
 Targetting- It refers to identifying segments where customers are ready to pay for the
product by analysing the potential of every consumer group to get the answers about its
credibility and carefully analyse that how the company can serve to the targeted
customer. Burberry targets the customer who will provide more profitability to firm by
analysing each segment which we have divided and comparing the profitability and
targetting that segment.
 Positioning- It defines the position that company want to achieve against of its
competitors to target valuable customer who bring profitability to firm and analyse the
benefits you can deliver to customers to attract them by analysing the needs of customers.
Burberry defined unique feature of the product which is providing heel with no pain in it
will make the Burberry ahead of its competitors.
ACTION PLAN:
Burberry is allocating to make their new product more successful in the market within
shorter period of time. The budget amount can be used for different purposes such as buying of
raw materials, adoption of promotional tools, recruitment of employees etc.
The 4 p's of Marketing-
 Product- The nature of product of Burberry is tangible which is a footwear manufacture
and distributed by Burberry. The focus of Burberry is to make product which provide
comfort to the feet and to make heels with low pressure required.
 Price- The price of Burberry has always been in the premium range and this product is
also focussing on premium consumers as they are providing innovative design but they
are forming strategies to provide offers to maintain the price stability to attract more
customers.
 Place- The Burberry contain several stores over the world like almost in 50 countries and
they will open their own more separate retail stores to distribute their new product and

also through famous shopping sites they are distributing the product and same with the
new product. Promotion- The Burberry promotes their product through Multiple media channels,
social media platforms, advertising in newspapers and many more ways they have
adopted. They will launch the product by organising a big event where proper marketing
will be done.
Forecast
Cost: Cost for the production of new product is discussed below:
Particulars Amount (€)
Marketing 100000
Workforce 100000
Equipments 150000
Raw materials 150000
Sales: The management of Burberry is expecting to generate double digits in the sales
revenue of the products sold by the company.
Profit: The marketing manager is estimating 20% increment in their profit after launching
its new product into market.
Market share: The company is estimating that 10% of more market share will be
captures by introducing new product in the market.
Control
For controlling the activities of organisation, management of the Amazon has decided to
use the measurement tools such as Key performance indicators. Also the firm will compare the
past performance with present performance in order to determine the growth or success of this
new product. The management of Burberry is decided to use Key Performance Indicator as
metrics in order to measure their performance level. In addition with this, the company compares
their past performance with present performance to achieve growth and success of its new
product.

CONCLUSION
It has been concluded from the above report that marketing department in business firms
is responsible for attracting and retaining the customers. Through this, the firm can achieve
sustainability at the marketplace along with the increment in profit and sales. The marketing
department perform several roles and responsibilities which are executed through the
coordination with different functional units of the organisation. This coordination allows the
marketing and other department to fulfil the needs of each other for attaining the organisational
goals. Comparison of marketing mix allows the firm to determine their competitiveness in the
market place through which they can enhance their sales and profit. Marketing plan allows the
firm to achieve their future goals effectively by carrying out the activities according to the
marketing plan.

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