Roles and Responsibilities of Marketing Function

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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