Roles and Responsibilities of Marketing Function

This document discusses the roles and responsibilities of marketing function in an organization. It covers topics such as promoting the business, monitoring and managing social brand, defining and managing brand, and gathering and analyzing market information. It also explores the relationship between marketing and other departments such as finance, human resources, research and development, production, and IT.

Marketing
essential

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1.Roles and responsibilities of marketing function:.................................................................1
P2. Roles and responsibilities of market relate to the wider organisation context:...................4
TASK 2............................................................................................................................................7
P3 Comparison of ways in which different organisations apply marketing mix to market
planning process to achieve business objective..........................................................................7
M3 Different tactics applied by organisations to demonstrate the objectives of business........11
TASK 3..........................................................................................................................................11
P4 Produce and evaluate marketing plan for an organisation...................................................11
M4 Produce a detailed evidence -based marketing plan for an organisation............................15
D2 Design a strategic plan that make use of 7Ps to achieve overall marketing objectives......15
ONCLUSION................................................................................................................................16
REFERENCES..............................................................................................................................17

INTRODUCTION
Marketing determine as the activity which is use by the company for promoting their
good and services in an effective manner. Marketing includes advertising, selling, promotion
and delivering the product to customer or other businesses. It is a promotional tool adopted by
the organisation to sell its product in the market and also to grab the attention of customer toward
its product or service. Marketing play very important role in the organisation, it is effective in
sell the product or services in the market and reach the end goal of the organisation. Marketing
process is effective in understanding the need, wants and demand of the customer's which create
long term relationship with customer and higher profit for organisation. Burberry is chosen as
the base company in this present report. It is a British international company founded by
Thomas Burberry in 1856. Burberry is a global luxury brand, its main fashion house focuses on
and distribute trench coats, ready to wear outwear, sunglasses and cosmetic. This report include
detailed information about roles and responsibilities of marketing function and marketing
environment. Along with this, its further describes marketing relation with the other department
of the organisation. In addition to this, there is an explanation about comparison between
Burberry with rivalry company Gucci on the basis of marketing process. At last this report
define marketing plan and development for the chosen company.
TASK 1
P1.Roles and responsibilities of marketing function:
Marketing function is define as the link between the producers and the customers.
Marketing function include producing a market plan, product development, distribution of sales
and public relations etc (Banerjee, Karlan and Zinman, 2015).
). Marketing function has its different roles and responsibilities which are explained below:
Promoting the business:
Promotion is the tool which is use by the organisation for creating awareness, providing
information of product to the customer's. Marketing manager of Burberry use this promotional
tool like advertising, sales promotion and publicity with the aim of increasing awareness,
create brand loyalty, create brand interest toward the product (Burns, 2016). It is the form of
communication which is use by the Burberry to inform, remind its customer about the product.
In this promotion include advertising, sales promotion, personal selling, publicity.
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 Advertising is any paid form or public announcement which is use by Burberry for
promotion of new ideas, services by an identified sponsor. In this with help of
advertisement Burberry encourage people to buy their product (De Jong, Higgins and van
Driel, 2015). Burberry use the tool of advertisement to cover the wider area.
 Sales promotion is the tool which is design as the short term tactics for boost up the
sales. This sales promotional tool used by the marketing manager of Burberry for
increasing the sales and build long term locality of customer's. Publicity is a promotional tool which use for creating awareness in the mind of customer
for the product. In this Burberry use online method from which it is effective for
organisation in creating awareness.
Monitoring and managing social brand:
Marketing department play essential role in managing and monitoring all the social
media site. Social media monitoring is discover the more opportunities for the engagement of
customer. Marketing manager of Burberry monitor the social media because this is the platform
which is effective in connect customer, create awareness about the brand. In social media
monitoring, Burberry focus on collecting the social messages and take effective action in
response to each message such as like, comment.
Consistency is very important in managing and monitoring the social media. Good
social media software is effective manage the strategy and keep consistent posting the schedule
across all channel. Audience appreciate this consistency of social media.
Educate the social media team. It is important for Burberry to educating social media
team to make sure that everyone is on a same page (De Massis and Kotlar, 2014). Plan a weekly
base meeting to review the status and the strategy.
Defining and managing brand:
It is very important for Burberry to create good brand image in the mind of customer. If
the company has good brand image its attract more customer toward the product. In this for
managing the brand marketing manager of Burberry identifying and establishing brand
positioning. Brand positioning is the act of build the image of the product which occupies
valued place in the mind of the customer. In this Burberry use different strategies or techniques
to increase the brand value. If marketing manger of Burberry create the good brand image in the
mind customer then they are ready to pay the higher price foe product and build loyalty.
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Increase business value, Branding is effective in increasing business value. Its a role of
marketing department of Burberry to set great brand value this is effective in increases the
business value (Eriksson and Kovalainen, 2015) strongly established brand in the market
Branding gets recognition, branding is important for the organisation because with
effective brand image company get the recognition and become known as to the customer's.
Burberry is known as the bran in the mind of the customer's and this company recognized by the
name of Burberry. In the branding the most important p[art is logo which is considered as the
face of the company. In is role of Burberry to manage and define the brand effectively in front
of consumer.
Gathering and analysing market information:
The most important role of marketing department is to gather the knowledge from the
market and analysing that information. Burberry research all the information about the
customers, find out the need and wants of the customer according to that take effective decision.
In this all the information are gathered about the customer in which what are their needs and
what is the motive behind the purchasing (Evert and et. al., 2016.) This branding play an
important role when organisation wants to generate future business and. Motive of purchasing is
rather it is necessary or for show. In this according to the all information product is design.
Responsibilities of marketing function:
Marketing is the way of promoting the product in the market. In this, organisation has
different responsibilities which is explained below:
 It is the responsibility of marketing department to set effective marketing strategy and
objectives of the organisation. This strategy is effective in increasing the share in
specific market sectors(Fenwick, Van Uytsel and Wrbka, 2014)
 In this marketing research is the responsibility of the marketing department. This market
research is important for Burberry to identify market opportunities and for gain better
understanding(Findlay-Thompson, and Mombourquette, 2014)
 Responsibilities for organizing the event like exhibitions, seminar and sales conferences.
 This department has responsibilities for growing revenue, increasing market share and
the profit.
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From the above discus it is define that marketing function play a very important role in
the organisation. This function are effective in increasing the profit of the organisation. With the
help of marketing function work are done in an effective manner.
Roles and responsibilities of marketing in context of marketing environment:
Monitoring marketing environment: In this marketing manager of Burberry should
identify trends and then convert them into the opportunities. In this according to changing global
scenario manager should focus on demographic, economic, socio-cultural, natural, technological
, political and legal forces (Forsgren, Holm and Johanson, 2015).
Marketing research: In order to monitoring marketing environment manager requires
specific knowledge. This specific knowledge related to product, organisations market, target
consumer groups and response to their communication process.
Marketing information system: In this information is required regarding product
planning and its implementation and for controlling the responsibilities. MIS provide the
information which is needed and distribute that information in timely manner.
P2. Roles and responsibilities of market relate to the wider organisation context:
In this, for the growth of the company marketing department play an essential role.
Marketing has its relation with all the different department in the organisation. This different role
of marketing with other departments are explained below:
Marketing and finance: In this marketing and finance are the two important pillar of
the organisation. In this when Burberry make any marketing plan then for that plan marketing
department required fund which is provide by the finance department this with the help of
marketing department profit are increases which is effective for the finance department
(Garfinkel, 2017). Marketing is the source from which large number of customer are attracted
toward the product. Finance department of Burberry provide the fund for the plan this fund are
passed by the finance department. The aim of both the of the department is to increase the profit.
Marketing department of Burberry directly related to the finance department for promoting their
product in an innovative manner. This shows that both department are interrelated with each
other.
Marketing and human resources: The aim of human resources management is to hire
the right candidates in the organisation. Human resource department is related to the marketing
department. Marketing department required high talented people in order to promote product
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this thing can only done by the human resources department. Marketing department need of the
human resource management to ensure that effective staff is hire. HR hire the person according
to need and requirement of the other department (Jeston, 2014 ). HR department work together
maintain the brand Burberry. In this marketing department communicate the brand of the
company with the consumers. In this with help maintaining the good brand image in the market
create the or attract lot s of candidate toward the company. Marketing department is effective for
HR department for attracting the the large number of candidate for the job. Its shows that
marketing paly important role in the HR department.
Marketing and research and development: Research and development is the
important part of the organisation. This research and development is effective in generate the
new ideas, innovations and creating new product. Burberry create the new idea and development
from research which attract the more customer toward the product. Research is effective in
update the product according to the time. This research and development is driven from the
marketing concept (Kawamura, 2018). In this the needs and want of the customer is analysis by
the research and development in order tom satisfy the customers needs. Research and
development department is effective in providing information of customer taste and preferences
to the marketing department. In Burberry apply the research and development which is
effective in satisfying the customer. Research and development department developed the new
product and marketing promote that product. Research and development department is producing
the new product according to the need , taste and preferences of the customer this taste and
preference are get to by the marketing department. In this there is the interrelationship between
the marketing department and research department.
Marketing and production: Marketing team of the Burberry is related to the
production department. With the help of marketing department production department is able to
make the product according to the need and want of the customer. Production department is
produce the product this product is made according to the need want of the customer. In this the
design of the new product is based on the demand and need of the customer's. In this to satisfy
the the customers need and to meet their expectations Burberry collaborate between marketing
and production function (Kolk, 2016). This close relationship between the production
departments and marketing department effective in enhance the performance of the the
Burberry. In also some problem are arises between the both of the department this problem are
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problem of the communication . In this as the problem are arises its also improve the
performance of the organisation. In this in order to enhance the profit and for fulfilling the need
of the customer's needs. Burberry must collaborate with the both of the department of
production department and marketing department.
Marketing and IT department : The personnel is define as the department in which
technology is involved. In Burberry most of the work are done through the technology. In this
Burberry use many sites which is effective in promoting the product. All the work marketing
department are done through the IT department. Technologies are very effective help the
marketing department as Burberry gathered the information regarding their product and
services through market analysis. Both of the department of IT and marketing plays crucial
role in Burberry .
From the above discussion it is define that marketing are important for the all the
department of the organisation. In this all the department are also play an important in term of
marketing department.
significance of marketing with the other department :
It is the important task which is face by the organisation Burberry wants to develop its
business plan for implementing its business plan various functional area are included. This is
important for achieving the integrated plan plan of the Burberry
Research and development: Marketing play the important role in research and
development department (Maylor, Blackmon and Huemann, 2016). In this marketing
department gathered the information according to that information product are developed.
Product are made according to the need and wants of the customer this information are gathered
by the marketing department and product are promoted by the marketing department.
Satisfying needs and wants: Marketing department gathered the knowledge regarding
the customer. Information like what are their need ,what is their preferences according to that
product are provided to the customer's. So , this is effective in satisfying the need and wants of
the customer's.
Attract right candidate: Marketing department play an essential for attracting the right
candidate in the organisation. Marketing department is effective in maintaining the good brand
image in the market (Moore, 2016). When the company has its good brand image then its attract
lots of candidate towards the organisation.
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Key elements of marketing function:
In this there are some key element of marketing function which is effective in all the other
departments.
 Research: This is define as the most important key element in Burberry research are
required. In this, if Burberry want to lunch the new product so it is very important that
marketing manger of this company do the proper research of the market. Research
include taste of customer's, area where product should promoted, analysis the audience
which should be targeted (Piller, 2017). So , it is very important for Burberry company
to do the proper research before producing the product.
 Planning : Burberry set its some objectives and goals . In this its responsibility of
marketing manager to make the proper of achieving that goals and objectives of the
organisation. The marketing plan involve sales forecasting, financial planning etc. in
this planning department also keeps a track the timelines so that the time can be
measure.
 Tactics : This tactics are defined as the short term strategy which are used in achieve the
short term goals of the organisation. This are the some short plan which is made for
attracting the customer.
 Strategy :after making the product Burberry make some strategies for producing their
product in the market and for attracting large number of customer in the market.
TASK 2
P3 Comparison of ways in which different organisations apply marketing mix to market planning
process to achieve business objective.
Marketing mix refers to all the ingredients which are used by a company to market its
product. It includes 7P's, which are product, price, place, promotion, physical evidence, process
and people. All these ingredients plays an important role in the development and success of
every business. Apart from new product development, marketing mix also helps in increasing the
portfolio of product. Basically marketing mix is used to differentiate a company from that of its
competitors i.e., the company will lead to attain competitive advantage. Burberry has a different
marketing mix as the brand comes under the most trusted brands of the world. The analysis of
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marketing mix will help in understanding the target market and the segmentation methods
employed. The comparison of Burberry and in terms of marketing mix is as follows:
Basis Burberry Gucci
Product Burberry is a luxury fashion
brand which is dealing in
women's, men's, and children's
wear in addition of shoes,
perfumes and various
accessories (Rescorla, 2014).
The company is famous for
trench-coats, cosmetics and
ready-to-wear outerwear. The
major factor for the success of
this brand is its style, design
and quality which makes it
different from other
companies.
Gucci an Italian premium
brand dealing in fashion and
leather goods which includes
clothing for men, women, and
babies, shoes, watches,
handbags,and various home
products. The products of the
brand highly focusses on
movie stars, business tycoons,
politicians, etc. the products
made by Gucci are of higher
quality for which customers
are willing to pay high prices.
Price As the company deals in
luxurious products, the
premium pricing strategy has
been used by it. Since the
company is global its prices
have to be consistent
everywhere. The pricing
strategy is fixed after
evaluation of demand of the
product, competitors price and
market research.
As the company is targeting
the elite class, the company
mostly uses competitive
pricing strategy which will
include all sort of charges and
expenses incurred. The
prestigious pricing makes the
product act as a status symbol.
Th company never
compromises with standards of
quality. The company sell its
products higher than that of
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customers because of the
quality provided.
Place Burberry offers its products in
over 50 countries spread
around the world. The location
of the stores are highly
populated areas so that
premium customers can easily
visit them and high sales could
be generated. The company
has also established its
expansion by e-commerce
portal, which constituted large
number of traffic.
Gucci is a worldwide
successful network because of
its world-class products. The
company sell its products by
two marketing channels
(Rohlfer and Zhang, 2016).
The first is through online
websites and the other is
through retail stores. The
company have limited number
of franchises which are
uniquely designed with classic
interiors which give a relaxing
experience to the customers.
Promotion Burberry uses all type of
promotions like TV, print
media, online advertisements,
etc. The advertisements are
placed in high class magazines
in order to target specific
audience. The adoption of
digital technology has helped
in communicating the brand
message easily to customers.
Gucci advertises through
magazines, billboards,
printouts, banners and social
media. Various campaigns are
adopted by them on Facebook,
Instagram, Tumblr and you
tube. In order to promote
content on social media,
various bloggers were hired by
them (Sarstedt and et. al.,
2014). The company has its
online store and application in
eight different languages
namely 'Gucci Style App'
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which can be easily used by
customers around the world
People Burberry believes that people
i.e., employees are the
greatest assets and therefore
the company focuses on
attracting the best talent from
the world, provides various
developmental opportunities,
rewarding performance,
building stronger relationships,
ensuring safe and healthy work
environment and thoroughly
supporting the health and well-
being of the employees
(Shenkar, Luo and Chi, 2014).
Gucci make its employees
aware about the goals and
objectives of the concern so in
order to increase the
performance of the team. The
company is giving training to
employees and also give
guidance in regard of how to
treat customers. Employees of
customer service department
are trained in regard of how to
solve queries of customers.
Process Burberry uses an efficient and
standardised sales process
linked with high quality
customer service. The
customer service is offered to a
personal shopper for building a
unique experience. Through e-
commerce there is clear
navigation with quick, safe and
efficient online transactions.
Gucci uses an efficient sales
process in which they ensures
that products are available at
retail stores for which a system
is installed where retailers can
notify whenever their
inventory level is low (Smith
and Wong, 2016). The
company is focussing on
understanding the customer
needs by collecting feedback
at stores, helpline or social
media pages.
Physical Evidence Physical evidence used by Physical evidence used by
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Burberry is clean and
attractive modern stores with
standard layout across all the
outlets. The company ensures
that products are same as
appeared in advertisements
and online (Sreejesh, 2014).
Dark wood and neutral colours
are used to create a sense of
luxury and wealth.
Gucci are the different colours
used and distinct designs
which can be easily
identifiable on retails shelves.
The company has online
website which allows
customers top view products
from different angles.
M3 Different tactics applied by organisations to demonstrate the objectives of business.
In order to establish the objective the marketing-mix is required to be done as it helps in
promoting and expanding the company. To have a broad understanding two companies i.e.,
Burberry and Gucci are taken. These companies have a competitive customer segment. The
pricing strategy used by Burberry is premium pricing strategy and by Gucci is competitive
pricing strategy. Promotional techniques used by these companies are majorly same, but Gucci
adopted various campaigns on different social media platforms to grab customer attention. Both
company are using the same promotional activities in order to promote their product. Burberry
tries to stand out in competitive market by focussing on providing different style, design and
quality.
TASK 3
P4 Produce and evaluate marketing plan for an organisation.
Marketing plan is a framework or blue print which outlines the efforts required for
advertising and marketing in the coming years. It begins with identification of customers needs
and how they are fulfilled by the firm (Tucci and et. al., 2016). Marketing plan is categorised in
to two types: Short-term plan (for one year) and long-term plan (exceeds one year).These plans is
managed by the top level so that effectively it can be executed in the coming year. Various steps
included in Marketing plan of Burberry are as follows:
Executive Summary:
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Burberry a multinational luxury brand was developed in the year 1856 in London. The
company deals with clothing, Fashion accessories , fragrances, cosmetics, etc. Burberry is ranked
as one of the best brand across the world . It was launched by 21 year old Thomas Burberry, 163
years ago in Basingstoke, England. The company is headquarter in London,united kingdom.
in order to expand the market the company. Burberry is having its operations in across 51
countries and is earning revenue of about £2732.8 million(2018). The main purpose of company
is to maximise the profitability by targeting the age group of all levels. In order to increase its
market share the company can start to deal with ethnic clothing(slawaar-suits), as in some
countries people culture is majorly focussed. The company can start to manufacture a totally
different product line, as none other global brand has ever focussed in dealing with ethnic
segment, so it will help the company in gaining a market share.
Vision : The vision of Burberry is to work all together to create the brand which all love and
achieve highest degree of sustainability.
Mission : The mission of Burberry is to become the leader in luxury market world-wide.
Objective: The objective of Burberry are explained as follows:
 To increase the sale up to 10%in the coming six months.
 To pull the elite layer in the market in order to increase profits upto 2021.
STP Approach:
It is the most common marketing tool used by various businesses in order to form proper
marketing strategies for the company. It helps in analysing the link between overall market and
how a company chooses to compete with that market. In STP approach, S stands for
Segmentation, T for targeting and P for Positioning. Below is the STP approach of Burberry:
Segmentation: It is the process of dividing the products into different segments or
groups, such that they can be easily differentiated from other products. Segmentation at Burberry
is done on the basis of demographic and geographic segmentation (Uhl and Gollenia, 2016).
Demographic segmentation includes covers age, lifestyle, income, religion, social class and so on
and geographic segmentation includes area and region.
Targeting : It is the process of breaking the market into different segments and then
selecting the best segment from them. Burberry is using differentiated targeting strategy and is
targeting customer group such as the upper social class customers of the age group between 19-
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45 years and various needs. By the development of new product now it will capture the ethnic
clothing requirement of customers.
Positioning: It is the process of building an image of the product in the mind of
customers. As Burberry is a well known brand but by the help of various promotional mediums
the company can promote the brand. Burberry has positioned itself as a rich brand which carries
rich heritage of British culture and creativity.
SWOT Analysis: It refers to an analytical tool or technique used to measure the strengths,
weaknesses,opportunities and threats related to business in order to achieve success. Strengths an
Weaknesses are internal to an organisation, that means they can be controlled by business
whereas threats and opportunities are external to an organisation, that means they cannot be
controlled by business. SWOT Analysis of Burberry is as follows:
STRENGTHS:
 Dealing in worldwide market.
 Strong brand name and reputation
globally.
 Recognisable- due to distinct checkered
pattern.
 Received Royal warrants two times.
 Iconic fashion.
 Presence in 50 countries.
 Strong link with celebrities, promoting
to audiences.
WEAKNESS:
 The company is having limited product
line.
 The product are of premium price range
due to which it cannot be availed by
everyone.
 Frequently plagiarised due to distinct
design.
OPPORTUNITIES:
 Expansion of product line.
 Increase in demand of premium
products.
 Opportunity to create more affordable
sub brand.
 Opportunity to expand further in
middle east and Chinese market.
THREATS:
 Competitors in same market provides
competition in terms of prices.
 Changing trends could leave the brand
behind.
 Threat from fake products
 Changing lifestyles of customers.
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4P's of Marketing: It is also known as Marketing-mix, which refers to putting a right product, at
right place and at right time. Combination of these actions helps in promotion of the brand and
product of the company. Marketing-mix of Burberry is explained, as follows:
Product: It refers to a commodity sold by the company in consideration of money paid by
customer. A product is a particular item which is built in order to satisfy the need of customes.
The new product offered by Burberry is ethnic suit for women of the age group 20-45 years. This
product was launched to target the young age women's, as they like to dress according to the
occasion.
Price: It is the most crucial step of marketing-mix. It refers to the amount of money
which is required to be paid by customers. Burberry will use price penetration strategy to grab
the attention of the customers and make them aware about the new launched product. It will be
fixed by analysing the competitive market.
Place: it refers to physical distribution of product from place of production to consumers
in a way which could be easily accessed by potential buyers. They can directly sell their product
through distributive channels by the means of transportation. Burberry can expand its product
sale by placing it online website, so that people residing globally could easily access the products
offered by the company.
Promotion: it refers to market a product to increase the sale and value of the brand. It
includes various tools such as advertising, hoarding, personal selling, publicity, celebrity
endorsements, etc. Burberry can use social media advertising, magazine advertising , celebrity
endorsements, etc. which will help in attracting the customers.
Budget :
It refers to the statement that provides estimate of income as well as expenditure which
are incurred in a specific duration of time. It is categorised under two types: Sort-term budget
and long-term budget. It is essential to be prepared by a company as it helps the company to
spend the money effectively.
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
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Initial money 50000 60000 65000 70000 90000
Investment 100000 120000 135000 140000 140000
Total 150000 180000 195000 210000 240000
Marketing outlay
Promotion 25000 30000 32000 32500 34000
Sales publicity 40000 48000 42000 50000 49000
Direct selling 24000 31000 28500 24000 30000
Total 89000 109000 10500 106500 114000
From above budget plan it can be estimated that in order to promote new product Burberry must
have investment of around 150000.
Monitoring and Controlling:
Budget must be checked at regular intervals in order to evaluate performance of the
company. If there are any extra occurs factor which affects the performance of the company than
that must be controlled (Wilson and Popp, 2017). From the above budget plan it could be easily
interpreted that the company incurred additional expenses on promotion and publicity. So the
company needs to control such expense in order to work an effective manner.
M4 Produce a detailed evidence -based marketing plan for an organisation.
Marketing plan refers to a document in which complete facts are described which will be
performed by the company in the coming year. In marketing plan of Burberry, the vision,
mission and objective of the company are properly explained, which will give direction to the
company in which it needs to perform. Further STP, SWOT analysis and marketing mix is done
in order to achieve the overall goal of an organisation efficiently.
D2 Design a strategic plan that make use of 7Ps to achieve overall marketing objectives.
Marketing plan is done in order to expand operations of business by developing a new
product for which Marketing mix plays an important role. It covers 7Ps namely product, place,
price, promotion, physical evidence, people and process. In above context, 7Ps of both Burberry
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and Gucci in order to improve the operation of business. The marketing mix helps the company
to attain a dynamic position, stay competitive and also provide guidance to improve the business
operations.
ONCLUSION
From the above study, it has been analysed that marketing plays an important role in the
development of a brand or a product. Marketing department plays an important role in an
organisation such as distribution, design , packaging, labelling,etc. An essential step of
marketing i.e., promotion acts as a tool to make the customers aware about various products.
Basically marketing is a way through which a through which any organisation can increase its
sale and earn profit. For effective working of an organisation all department should work with
coordination which will automatically lead to success. In the present report the comparison of
Burberry is done with Gucci, so all the areas where improvements are required could be easily
understand. At last the marketing plan for launching a new product i.e., ethnic salwaar suit was
made which included STP strategy, SWOT analysis and marketing budget.
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