marketting essentials

MARKETTING ESSENTIAL

INTRODUCTION...........................................................................................................................4
LO 1.................................................................................................................................................4
Key Roles and responsibility of the marketing function.............................................................4
Analyze the roles and responsibility of marketing in the context of marketing environment.....5
Roles and responsibility of marketing in context of the organization.........................................6
Analyze of the interrelationship between marketing and other department of the organization.6
Critically analysis of key elements of the marketing functions and their interrelation with other
functional units............................................................................................................................7
LO 2.................................................................................................................................................7
Marketing mix to the marketing planning process to achieve business objectives.....................7
Tactics used by Burberry to achieve business objectives............................................................9
LO 3...............................................................................................................................................10
Basic marketing plan for an organization..................................................................................10
CONCLUSION..............................................................................................................................12
REFRENCES.................................................................................................................................13

INTRODUCTION
Marketing is being defined as that kind of activity that is helpful with business for selling
its products and services to customers. This has to be achieved by creating awareness about the
offerings and performing various promotional activities. Marketing is also very helpful in
identifying the need and wants of customer and then take decision over offering. Various roles
are being performed which helps an organization towards achieving of goals and objectives.
These are integrated with various functions of an organization that is helping an business for
utilizing of resources in effective manner. This report is based upon an organization that is
Burberry. It is an fashion company which provides various clothes of ready to wearer category,
also accessories, sunglasses, cosmetics etc are being sold by it. Further in the report roles and
responsibilities over marketing functions, their integration with function of organization. Also
tactics has to be taken into consideration. In the end marketing plan is going to be formed
LO 1
P 1 Key Roles and responsibility of the marketing function
Marketing functions is very helpul for a business toward its promotion, selling of
products and services. This can be achieved through promotional activities or mix. It determines
about various needs and wants of customer upon which offerings are being provided. For this
purpose various philosophies and concept has been used by the company that vary from
organization. Important concept that has been considered by mangers of Burberry is as follows:
 Production Concept: In this the focus of the marketer is to produce more of goods
which will help them to reduce their per unit cost. This will also make the goods easily
available to the customers. As they will improve their distribution channels. Such
concept leads towards the availability of product to all customers which makes process of
distribution easy in Burberry
 Selling Concept: In selling concept, the focus of the marketer is to sell more of goods at
a large scale. This can be done by the marketer with the help of aggressive promotion. In
this the aim is to sell what is being manufactured by Burberry rather than what is
demanded by the customers (Lies, 2017).
 Product Concept: The producers in this concept focus on providing the goods which are
of better quality which will facilitate them to satisfy the customers. The marketers

formulate such strategies with the help of which they can easily improve the products.
Burberry is able to produce better quality of product.
 Marketing Concept: In this concept the marketer considers the needs and wants of the
customers and accordingly provides them the goods which can easily satisfy the target
market. This is moreover a customer centric concept (Rowley, 2016).
 Societal Concept: The societal concept primarily focuses upon delivering such products
which can improve and maintain the well being of the customers and the society both.
The priority of the concept is the welfare of the society.
The roles and responsibilities of the marketing functions:
 Market Research: This is an important role of an marketing done in an business and
under this wants and needs of customer has been identified that is helpful in taking
decision. Burberry marketing research has to be conducted by the team involved in
marketing on the basis of it needs and wants are being identified of customers. Brand
Management: For the organization it is very much important for developing of brands
image in an organization. It is helpful in recognizing customer the brand. Marketing team
of Burberry has to effectively manage the brand with marketing campaigns (Lies, 2017).
 Product Design and Development: An organization is required to understand the need
of product development from time to time. This makes competitive edge to be regained.
Burberry has to identify changes to be made in a product that has to be offered by them.
 Formulating Strategies: Upon the information collected over marketing team various
strategies are required to be formulated that is helpful for goal accomplishment. Burberry
gathers information from marketing team and make strategies accordingly for achieving
goals and objectives.
These are certain roles and responsibility of marketing functions in an organization. it helps in an
organizations growth.
Analyze the roles and responsibility of marketing in the context of marketing
environment
Marketing department has different responsibilities not only towards organizing but
towards society also. Roles and responsibilities are explained as follows regarding it.
Towards customers: The marketing department of Burberry is required to identify needs
and wants of the customer. Accordingly only goods and services are formed to satisfy customers

with better quality. Marketing can influence buying behavior of targeted customers buy
promotional platform (Kotoua and Ilkan, 2017).
Towards public: Department has to be fulfilled its responsibility towards public through
creating job opportunities in the field of marketing.
Towards supplier: Marketing department of Burberry has to make payment on time to it
suppliers which builds healthy relations. Improvement takes place in the company and also
supply is ensured.
Towards competitors: Marketing is a useful tool for an organization because it helps in
revival. Under this strategies are formed which makes it easy for manager to upgrade current
strategies.
Roles and responsibility of marketing in context of the organization
In an organization department of marketing has a very crucial role to play because it is
connected with department of an organization that is helpful in achieving of organizational goals.
When all department work together decision making also becomes very easy and targets are
achieved in faster manner. Roles and responsibility in organizational context is as follows:
Marketing and production department: Both the department is related with each other
in direct manner. Marketing development of Burberry is based upon information and has helped
in gathering assistance for producing a specific quality of goods. Production marketing
department make all goods available (Kayabasi and Mtetwa, 2016).
Marketing and human resource: Both departments plays an crucial role in achieving of
organizational objectives. HR department has the specialization in recruiting and selecting of
candidate that helps in gaining of customer satisfaction. Specification required by Burberry has
to be provided in its team. This helps in gaining quality of staff.
Marketing and Finance Department: Such department is highly dependent upon each
other as on the basis of information gathered by marketing department. Financial department of
Burberry marks the amount which is required by marketing department to carry on their work.
This helps in making of budget on the information gathered.
Marketing and Research Department: For an organization like Burberry this is
necessary for conducting of research upon existing products that is going to help in identification
of changes required to be done. Satisfaction can be achieved towards customers. Burberry
provides assistance to marketing department in order to perform changes accordingly.

Analyze of the interrelationship between marketing and other department of the
organization
In an organization like Burberry it is becoming very much essential for an department to
work together. This can be done through integrating of all departments with each other and over
all objectives of an organization can be achieved. Integration of all departments is helping to
utilize the resources of an organization. It reduces cost and time of doing same thing again and
again (Karnaukhova and Polyanskaya, 2016). Financial department provide funds for an
organization that facilitates Marketing department. This department undertakes activities
without facing fund shortage. Whereas production department ensure goods are easily available
upon time for marketing department and provides information to all department that helps in
decision making.
Critically analysis of key elements of the marketing functions and their interrelation with
other functional units
In an organization marketing development plays a very important role because it is
directly or indirectly helping each other in decision making. Interrelation among all such
department has helped in building strong relationship with each other. It has created strong
communication. Further development is comfortable upon working and all employees has
different department. It is sometimes adversely affecting an organizational culture and this leads
to conflict among department due to lack of communication. Hence delay is there in
accomplishing of task.
LO 2
Marketing mix to the marketing planning process to achieve business objectives
Marketing mix is that kind of strategy that is being proven to be helpful in identification
of lot of tactics which are required to be followed tom survives in competitive market. This is
helpful in analyzing of strategy, promotional strategy, various products that are to be offered by
the company and many more. Burberry has an objective of making profit, growth and long term
stability which results into management of continuous effort in representing of brand in visualize
manner. Customers are attracted by designing of store or creative magazines. For Burberry
various marketing mix strategies are being identified along with strategy of competitors Gucci
has been defined.
Basis Definition Burberry Gucci
Product Product is an term used for
an item provided by an
company for customer to
The Burberry is famous for
their fashion clothes which
is distinctive than its
Gucci sells its products
under five broad categories
and each of them is an

satisfy its needs. Product
launched should be able to
make an positive impact
over the image of brand.
competitors. Also wide
range of cosmetic, shoes,
fragrance etc is being
provided by them. Such
range of product shows
diversity in the products
separate product from
another. These product are
considered to be of better
quality and helps in
differencing from its
customer.
Place It is the location in which
product is going to b sold
and services is required to
be provided. Place plays
important role in attracting
the customers. This can be
achieved by keeping low
cost also.
The company has its own
stores which form when the
goods have been available
to the customers. Also this
is provided for goods from
franchised stores making.
All the stores are required
to be checked upon regular
basis regarding stocks.
The products of Gucci are
sold either through online
medium or their products
have to be sold through the
retail stores from which
agreement has been made.
Also they should open
stores and retail shop which
is going to enhance the
sales.
.
Price It is the amount in which an
amount is required to be
paid by the customers for
goods and services. As per
this the organization
strategies is dependent upon
demand. So demanding
strategy means depending
upon customers demand for
an product.
The prices of the product
has to be offered by
Burberry are premium
prices because they target
an high class people that is
least bothered for prices and
quality. That is why price
should be fixed accordingly
keeping in mind all set of
customers.
Pricing strategy has to
follow by the organization
is competitive pricing
strategy as well as product
building strategy prices.
There prices are generally
more than their competitors.
So prices should be nominal
in order to increase sales
and reach all kind of
customers.
.
Promotion It is the technique which
helps the organization to
create awareness about their
products and services to the
The promotional mix which
is being used by the
company is through high
class magazine. Along with
They use various media
channels to promote their
goods such as TV, radio
etc. But with the increasing

customers. A combination
of promotional mix is
decided by the companies
which depend upon their
target market (Karnaukhova
and Polyanskaya, 2016).
this they have launched
various promotional
campaigns. Tools to be
used for promotion can be
any kind of virtual and
visual platform.
use of social media they
advertise their products on
various social media
platform as well. All the
factors mentioned above is
part of integrated
communication that makes
product value increase.
People It is the employees who
works in the company that
helps in delivering the
product and services to the
customers and in building
relation with them. So there
behavior should be very
positive and impact ful.
The marketing team of the
Burberry put a lot of efforts
to bring efficiency in the
business. They also have a
separate customer service
department with the help of
which they easily cater their
customers.
The people of the sales
team gather the details of
the customers taste and
preference and accordingly
various decisions are taken
by the company. Also they
provides various training to
their people which helps
them to meet up with the
customers demand.
Process Process is nothing but steps
that has been used by an
organization for providing
of product and services to
its customers.
The organization makes
sure that products are being
available to all retailers
store. Online delivery
process is also there which
helps in managing of
operations.
It has the system that is
helpful in identifying of
inventories with retailers.
Gucci is able to ensure that
goods are at all stores.
Physical
Evidence
Physical evidence is
transaction that is done
between customers and
organization. In this
tangible aspects palys an
important role in boosting
the delivery.
Burberry sells the product
in distinct color and
packaging which becomes
their evidence. Also user
friendly website is there in
which customer can view
its products.
The receipt and carry bag is
being provided by the
company is physical
evidence. Also website and
online presence is evidence.

Shifting from 4Ps to 7Ps has been resulted into making an overall development in an
organization possible. also
Tactics used by Burberry to achieve business objectives
Tactics is an short term strategy that has to be followed by the company for achieving of
an specific targets and objectives. Burberry can effectively use market mix strategy which is
helping in achieving of short term goals. This can be understood through example using of this
mix as a tactic by management (Jolliffe, 2016). Burberry is able to attract large number of
customers and is influencing its buying behavior towards their brand. Increase in possibilities of
achieving desired goals and objectives. Growth and profit is an long term sustainability. Another
tactic is going to be more profitable thus taken into consideration is an influencing factor of
customers. Bench marking can be used as a tactic under which they are going to set standards,
targets upon the basis of an company that is promoting well in the industry. This helps in align of
all activities which is helpful in increasing of level of performance of the employees. It is going
to make competitive a competent handle the situation for target achievement.
LO 3
Basic marketing plan for an organization
Marketing plan this is that kind of plan in which strategies that has to be followed by an
organization while it plans the outline about different strategies required by an organization for
developing of an existing products, introduction of new product or for its expansion.
Company overview: Burberry is a luxury fashion house, headquarters set-up in London.
Main product of a company of the company is the coats that are ready to wear outfits, shoes,
fragrances etc. The organization has to be serving all over the world through stores or franchised
retailers. Thus company is planning to launch chemical free perfumes that will be made up of
natural ingredients.
Executive summary: Burberry always plan for expansion of its share market with existing
product or with a new product. Due to this an organization has to plan and launch chemical free
perfume that is going to be made up of natural ingredients. This is going to be helpful in making
an existing customer base should be strong. It is going to increase market share as people are
turning to be more health conscious. To make the launch successful this marketing plan is
developed which facilitate various activities such as marketing mix helps to decide upon pricing
strategy etc (Eletxigerra, Barrutia and Echebarria, 2018).
Vision and Mission of the company: Vision and mission of the organization has to be
achieved by growing of profit and long-term sustainability can be able to maintain vitality and
integrity of brand which is going to help in satisfying of the customers.

Objectives: The objective of organization is to lift-up the market by 10% that is helpful to
Burberry for increasing revenue.
Situational analysis: For conducting of an situations analysis SWOT has to be done for
new product launching:
Strength Weaknesses
 Organization is having an strong brand
image that is helpful in convincing of
customers for these chemical free
perfumes (Dodds and Jolliffe, 2016).
 Organization has an strong impact upon
community that is going to make
understanding over taste and
preferences better.
 These prices of products has to be
offered through them and priced of
premium is going to be same in case of
chemical free perfumes.
 Frequent changes in the taste and
preference of the customers is going to
affect product introduction..
Opportunities Threats
 The product that has been planned to be
launched has an opportunity to tap
market because of awareness over
health.
 Demand for premium is to be increased
as people tries for maintaining of
standards over living.
 The major threat that can affect the
introduction of their product is of the
level of the competition which is very
high segment business.
 The customers may not adopt such
products as people become addict to
some fragrance. Due to this they may
not accept the new product.
Strategy: For implementing of an successful plan it is essential for Burberry to follow
some strategy. Segmenting, targeting and positioning approach has to be used and further
explained as follows:
Segmentation This approach is based upon helping an organization that has to be divided
within the market under small division. Regarding this an common
characteristics has to be possessed through population (Dioko, 2016). It can be
classified on the basis of lot of factors like geography, behaviour and etc.
Segmentation is required to be done by Burberry to understand factors that

can impact growth of new product.
Targeting Focus should be on the offer of the products to segmented customers.
Burberry has to be used upon selective marketing strategy that is helpful in
attracting people from low to high income group to. For organic perfumes.
Burberry should target customers of all kind which is going to make new
product easy to gain popularity.
Positioning Such strategy is related to the customers mind regarding the product and
services of an organization. Burberry has to be adopted and value is based
upon strategy positioning of organic perfumes. Organization should
understand trends and taste of Customers targeted by it
Tactics: The tactics which can be used by Burberry for their new product is given below:
Product Product is being offered by the company is organic perfumes that is made up of
natural ingredients.
Price Strategy of pricing has to be adopted in premium pricing as it has been followed
for existing product.
Place New product has to be launched this is going to ease the available stores, website
and even retailers.
Promotion This is going to help in promoting of product through magazines, advertising on
television. The effective can be created through influence of social media.
Action plan: It is that plan in which an organization has to be identified by the step that
has to be required to achieve goals. It includes budget to be spend upon resources.
Budget estimation: The budget helps the company to determine the estimated expenses
and revenues for the company. The budget for Burberry is given below which will help them in
implementing the plan.
Specifics Amount (£)
Latest technologies 53000

Promotional strategies 41000
Product development resources 74000
Training and development 10000
Upon analyzing of budget the outcome that has come is most of the money or expense is being
done by the organization upon technology which makes it more efficient towards customers
(Brychkov and Domegan, 2017).
Control: This is one of the most important parts of planning as it is helpful in identifying of
strategies this is helpful in analysis of performance also. In Burberry controlling can be done by
comparing of actual performance with standard performance.
CONCLUSION
This has to be concluded from the above report the marketing is one of the most
important activity for an organization be as it is helpful in achieving of integration with other
department of an organization. Function is helpful upon various stages as formulated by the
company like marketing mix is important for prices, products and promotion. In the end
marketing plan has given idea upon how an plan can be implemented effectively.

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