Roles and Responsibilities of Marketing Function in Burberry

This article discusses the roles and responsibilities of the marketing function in Burberry, including customer relationship management, social media management, and marketing budget preparation. It also explores how the marketing function is interconnected to the wider organizational context.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
LO 1.................................................................................................................................................1
P1) Illustrate the roles and responsibilities of the marketing function........................................1
P2) Discuss how roles and responsibilities of marketing interconnected to wider
organizational context.................................................................................................................3
LO 2.................................................................................................................................................4
P3) Conduct comparison between two different organization regarding how they apply
marketing mix to achieve set goals and objectives. ...................................................................4
LO3..................................................................................................................................................4
P4) Prepare marketing plan ........................................................................................................4
CONCLUSION...............................................................................................................................4
REFERENCES................................................................................................................................6

INTRODUCTION
To flourish in the international market it is essential to market the product and services
effectively in the open market place. In order to gain competitive advantages in cut throat
competitive world it is essential to market the goods and services globally for productive results
as compare to competitors (Alford, 2015.). Before lancing the product in the market it is
mandatory to understand the the market segment. Burberry is undertaken in to complete the
task. This organization is a British luxury fashion house founded in the year 1856. It was
founded by Thomas Burberry and is suited in London, United Kingdom. The team of this
organization is serving it's product across the globe and are working effectively and efficiently in
order to meet the set goals and objectives. Here, the project report includes role and
responsibilities of marketing function. Along with this how marketing roles and responsibilities
are related with wider organizational context is briefly explained in order to clear the concept.
Comparison between two firms are done regarding adoption of 7ps of marketing mix.
LO 1
P1) Illustrate the roles and responsibilities of the marketing function
Marketing refers to as promoting, selling, researching, and distributing goods and
services to the customers. For this various marketing tools are adopted in order to commercialize
product and services. Whereas, marketing concept is explained as philosophy which company
must examine the preferences and them take decision accordingly so as to full-fill the emerging
demand of the consumers.
Roles and responsibilities of marketing function
There are various roles and responsibilities which are performed by the marketing
department of Burberry are showcased as under:
Better customer relationship: In an organization marketing department is held
accountable to build healthy relation with their customers over the years (Babin and Zikmund,
2015). It is possible by using modern tools and techniques through which they remain in-touch
with the customers and make them aware regarding firm's new product and services designed for
them. Engaging customer through quizzes and hashtags tools is adopted by the Burberry's
marketing department in order to increase the number of customer base for the goods and
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services in the open market place. By this it strengthen the relationship between the company and
its customers.
Social media handles: To cope up with competitive advantages marketing department
is also accountable for handling and monitoring the company’s profile on the social media sites
like, twitter, Facebook, Instagram and so on. In order to reduce the switching ratio of the
potential customers to other brand the marketing department is staying regular in their contact
and try to understand the emerging needs and wants. The Burberry's marketing department is
provide all relevant information regarding the product to the end users on the social sites in order
to attracted large section of the consumers. By this overall sales ratio raises and huge revenue
can be maximized easily. The marketing department also takes feedback and suggestions from
the customers regarding the improvements in products in order to improve the customer
satisfaction (Baker and Magnini, 2016).
Preparing marketing budget: In this case, to perform marketing activities effectively
the division of marketing need to determine estimated budget. All the cost incurred during the
marketing procedure is examined and accordingly budget is designed and allotted to the firm. It
is very essential to have sufficient funds in order to overcome the future barriers that can directly
or indirectly influence marketing activities. Burberry marketing department design the budget
by analysing past and future budget and their variation with the estimated results. Moreover, the
insufficiency of funds can be overcomed by gathering financial amount from banks, other
financial institutions, relatives and so on.
Roles of responsibilities of marketing in the context of market environment:
Developing marketing strategies: The person posted in the marketing department is
liable to frame strategies and plans for the marketing activities. In the intense competitive world
these tactics are required to measure the potential trends, needs and demands of the customers
and so on. It is very important to study this factors in order to provide quality goods and services
to the customers as compare to rivalry. However, Burberry 's marketing department is is using
the social media platform for understanding consumers mind-set, their taste, preferences etc. so
that the products can be designed accordingly. By this market share can be capture to a large
extent which is a positive mark for the company. On the other hand there are uncountable fake
profiles on social sites due to which organization is unable to bring productive outcomes.
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Improving brand image: In an organization marketing department are performing it's
operation activities in order to build brand image in the eyes of the consumers over the years.
The work of the marketing department is to build healthy and strong relations with their
consumers for longer time duration (Baker and Saren,2016). Whereas, brand recognition plays a
vital role in attracting client towards the goods and services. In order to create tough bench mark
for others the marketing department of the Burberry is working hard day and night in order to
uplift their brand image. By doing so organization is able to cope up with their rivalry such as,
ZARA, H&M and so on. However, in order to meet their level marketing department is using
various advertisement criteria on the social networking sites.
P2) Discuss how roles and responsibilities of marketing interconnected to wider organizational
context.
In order to compete with external environment marketing department of a company are strongly
connected with other departments. By building strong relation with other department such as,
finance, marketing, human resource, customer support service and so on. business can easily
flourish in the international market and are able to gain productive results in cut throat
competitive world. The roles and responsibilities varies from department to department. The
roles and responsibilities of marketing interconnected to wider organizational context are briefly
illustrated below: Marketing department and Human Resource department: In order to place right and
deserving candidate at the appropriate post it is essential to build healthy and transparent
relation with marketing and human resource department . Human resource department of
Burberry will suggest the vacant post in the working premises and accordingly
advertisement on TV, newspaper , social sites etc. will be done in order to attract large
number of applicant for the vacancy. The HR department and Marketing department of
Burberry are working together so that talented and skilled employees can be recruited. By
this overall productivity raises which ultimately results in productive outcomes. Also,
other employees get motivated to perform better by this set goals and objectives are
attained easily (Camilleri, 2018) Marketing department and Sales department: Business can survive and sustain in the
market when the product of the firm is sold and huge revenue is gathered from the
consumers. Top level management frame proper planning regarding the sales of the
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goods as compare to competitors. In order to bring the designed goods on the tip of the
customers it is very essential to build strong bonding among marketing and sales
department. Burberry marketing division is providing the accurate information regarding
the demand and supply in order to predict the non-availability of the products in intense
competitive world. In organization can grow and develop in international market when
marketing and sales sector wrong mutual understanding.
 Marketing department and Production department: In every small and big organization
production department is liable for manufacturing the products in order to satisfy the
emerging taste, demand, preferences and so on. Burberry marketing department on
priority level analyses the market trends in order to bind targeted customers for longer
time duration. By this positive image can be build in the eyes of the customers. It is very
mandatory to have balanced relation between marketing and production departments in
order to full-fill the expectation level of the end user. By this competitive advantages can
be gained against rivalry in intense competitive world (Erevelles and Swayne, 2016).
LO 2
P3) Conduct comparison between two different organization regarding how they apply
marketing mix to achieve set goals and objectives.
Marketing mix is explained as set of strategies which company adopts to advertise it's
product in the open market place. Product, place, promotion, physical evidence, people and so on
are crucial part in the overall marketing approach .The comparison between Burberry and
Christian Dior regarding how they apply marketing mix to achieve set goals and objectives are
explained as follows:
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Illustration 1: Marketing mix
Basis Burberry Christian Dior
Product Burberry deals in products
like, clothing, fragrances,
accessories, cosmetics and so
on. The products are prepared
by exquisite materials which
keep the goods fresh for longer
time span. Also, advanced
In open market place Christian
Dior is offering goods to the
customers such as, timep skin
care products ieces, fashion
accessories, fragrances etc.
Organization is serving certin
product base on the
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formula are used for beauty
products so that best solution
can be provided regarding skin
problem. Additional, with this
competitive advantages can be
gained against competitors.
demographic location.
Example: Higher cater and
Jules are famous fragrances
which are designed only for
Men (Horton, 2019).
Price Skimming pricing policy is
adopted by Burberry in order
to increase their sales volume
in cut throat competitive
world. company is targeting
high class and above middle
class people who can purchase
the products of the firm easily.
Some of the prices of the
Burberry products are high as
they are prepared from quality
based raw materials.
According to the dynamic
environment the prices of the
goods keep on fluctuating as
per the demand of the
customers regarding the
product.
Christian Dior is adopting
premium pricing policy in
order to accumulate huge
revenue from their product.
The cost is high because they
are targeting elite-class people
and high income group. This is
because high class people does
not compromise with quality
of the product. By providing
quality products in the set time
duration organization si able to
build positive brand image in
the eyes of the consumers over
the years. This turns them
loyal customers in the up-
coming years.
Place There are 500 stores and
outlets in around 51 countries.
Burberry stores spread across
Christian Dior is spread across
210 locations worldwide.
London, Tokyo, Paris, New
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the globe are successfully
providing products to the
customers and fulfilling their
expectation level. However, on
the global franchises and
branded stores along with third
party dealers companies
products are available and
customer can purchase them
easily. Management of the
firm make sure that their goods
are available in all the stores
across the globe and are of
high quality.
York and so on are franchise
stores of the company. In this
places organization goods are
easily available and consumers
can easily satisfy their
emerging needs and wants of
the customers.
Promotion Burberry is using the high-
class magazines for
advertisements their product.
Additionally, organization is
using digital media for
commercializing their products
and services in the market.
Dior is following web
designing, text messages and
email method to promote their
goods in the market.
Moreover, they hire models
and celebrities to advertise
their product in the global
market. Example: Ziyi Zhang
are promoting the products of
Dior in the marketplace
(Kingsnorth, 2019).
People Burberry with the help of
persuasive techniques provide
effective training to their
workers. By this human assets
Dior teammates are trained
timely in order to enhance
their skills more as well as to
better understand the job
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skills can be developed
regarding how to deal with
customers in an effective
manner. By this large customer
base can be raised for the
product as they treat the client
calmly.
profile. This will raise their
career graph over the years.
Process Modern tools and techniques
are adopted by Burberry’s
processes. They are very
efficient and effective and
ensure the consistency in
operations (Sowter, 2018). It
also guide retailers to
determine the inventory stock
that is present in the
warehouse currently. Online
platform is used to deliver the
goods to the target consumers
in appropriate manner.
Chain of distributors is the
process adopted by Dior. They
are accountable to provides
the products to the stores of
company in the set time
duration. Total quality
management and six sigma is
followed for getting rid of the
waste. This uplift productivity
and profitability share to a
large extent.
Physical evidence Burberry is selling their
products in a different colour
packaging which allows
customers to identify the
products easily. Also this is
essential for differentiating the
products of the Burberry from
the competitor’s products. The
company also has a website at
The products of the Dior are
packed as per the brand image.
The company is using
attractive logo for
distinguishing their brand from
their competitor’s products.
Also the company is using the
designed and fashionable
bottles for selling their
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where the customers can see
the products of company
through the HD and attractive
pictures. The stores of the
Burberry are also fragranced,
airy, spacious and proper
ambience. Also the lighting of
the stores also attracts the
customers (Lidstone and
MacLennan, 2017).
perfume products so that they
can attract more customers in
order to improve the sales and
profit of the company. The
products are manufactured in a
clean and hygienic
environment for keeping the
products from being damaged.
LO3
P4) Prepare marketing plan
The marketing plan is explained as under:
Background of the company:
Burberry is a leading luxury fashion house organization which is located in London,
England. It is a public limited company and was founded Thomas Burberry in the year 1856
around 163 years. It is serving certain products like, clothing,perfumes, cosmetics and
accessories. Organization is framing strong tactics in order in order to meet the emerging needs
of the customers. By this potential customers can be bind of longer time duration for longer time
duration. Organization is coming up with anti-ageing cream which protect them form harmful
UV rays.
Vision: The vision statement of the firm is to serve quality product to the customers across the
globe. Team is working day and night to meet the emerging needs of the customers.
Mission: Burberry's mission statement is to bind customers with product. Strong and unique
tactics are framed to full-fill the mission statement (Pasquier and Villeneuve, 2017).
Objectives:
 In order to raise the sales ratio by 20% they are providing special discount to their first
1000 customers.
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 Social platform is adopted by firm in order to raise their sales ratio of anti-ageing cream
by 15%.
 In the coming two years organization is planning to raise profit margin by 30% by
creating demand for anti-ageing cream in cut throat competitive world.
Market segment: The main target customers of anti-ageing cream are 18-30 years of women
who are more conscious about their skin. Burberry is coming up with this cream in order to save
the the sensitive skin of girls and women from harmful UV rays. This cream is available in all
stores and customers can easily purchase it and can use it in their daily life.
STP:
Segmentation: In this case organization product are segmented as per the needs and wants of the
customers. By this customer can easily select their product from the pool of various good
designed for the consumers.
Targeting: The target customers are women from the age group of 18-30 as they are more
conscious regarding their skin (Perreault, 2018).
Positioning: Customer's mind is positioned for the anti-ageing cream. By doing so customers
can be pushed to purchase the product which leads in raising the sales volume tremendously.
4ps of marketing mix:
Product: Anti-ageing cream is designed by scanning the needs of the customerts in the external
environment.
Place: Chain of distributors are opted in order to deliver the anti-ageing cream in all the stores in
the set time frame so that needs of the client can be full-filled.
Price: Nominal prices is set so that every section of the women weather they are in urban or
rural area can easily purchase it and can use it in their daily life.
Promotion: Digital marketing tool is adopted by firm to commercialize their anti-ageing cream
in the open market place.
Budget: Sufficient budget is required by the organization to promote their anti-ageing cream in
the market. Around $ 2000 is required to commercialize the goods in the cut throat competitive
world (Pooler, 2018).
Elements Amount ($)
Catalogues 500
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Advertisements 1000
Travelling expenses 500
Total 2000
Monitoring : The anti-ageing cream is continuously monitored in order to make further
improvements in the cream in cut throat competitive world. By this huge revenue can be
gathered which can be further used in growth and development of the firm (Pride and Ferrell,
2016).
CONCLUSION
From the above discussion it can be understood that marketing plays a vital role in
making the business successfully in open market place. Without marketing it is possible to
increase the sales volume of the product at a tremendous scale. Effective marketing ways directly
or indirectly assist in meeting set goals and objectives in the cut throat competitive world. In
effective marketing leads in down fall of the market value which is a negative aspect for the firm.
The roles and responsibilities of marketing function helps the business to operate their business
smoothly. How 7ps of marketing mix is used in the both the companies are deeply evaluated in
order to enhance the understanding. Marketing plan is prepared by scanning the market
environment in order to make it successful in the open market place.
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REFERENCES
Books and Journals
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marketing and building the constituency model for hospitality marketing. International
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Baker, M. J. and Saren, M. eds., 2016. Marketing theory: a student text. Sage.
Camilleri, M. A., 2018. Integrated marketing communications. In Travel marketing, tourism
economics and the airline product(pp. 85-103). Springer, Cham.
Erevelles, S., Fukawa, N. and Swayne, L., 2016. Big Data consumer analytics and the
transformation of marketing. Journal of Business Research. 69(2). pp.897-904.
Horton, D., 2019. Potatoes: Production, marketing, and programs for developing countries.
CRC Press.
Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online marketing.
Kogan Page Publishers.
Lidstone, J. and MacLennan, J., 2017. Marketing planning for the pharmaceutical industry.
Routledge.
Pasquier, M. and Villeneuve, J. P., 2017. Marketing management and communications in the
public sector. Routledge.
Perreault, W. D., 2018. Essentials of marketing. New York: Mc Graw Hill.
Pooler, J. A., 2018. Demographic targeting: the essential role of population groups in retail
marketing. Routledge.
Pride, W. M. and Ferrell, O. C., 2016. Foundations of marketing. Cengage Learning.
Sowter, C. V., 2018. Marketing high technology services. Routledge.
Stern, P. N. and Porr, C. J., 2017. Essentials of accessible grounded theory. Routledge.
Vinerean, S., 2017. Importance of strategic social media marketing. Expert journal of
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Online:
Marketing Mix. 2017. [Online]. Available through: <https://marketingmix.co.uk/>.
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