Marketing Essentials: Analysis of Burberry and Christian Dior

This report delves into the core principles of marketing, examining essential concepts such as current and future trends, different marketing processes, and the roles and responsibilities of a marketing manager. The report analyzes the interrelation of various functional departments with the marketing department, emphasizing the value and significance of the marketing role within an organization. The assessment focuses on Burberry, a prominent retail brand, and further includes a comparative analysis of its marketing mix with that of Christian Dior. The marketing mix comparison covers product, price, place, promotion, people, process and physical evidence. The report concludes with a marketing plan, offering insights into achieving organizational goals. The report also covers the roles of marketing managers and the interrelation of different departments with the marketing department.

MARKETING
ESSENTIALS

Contents
Introduction.................................................................................................................................................3
PART 1.......................................................................................................................................................3
1. Introduction to the marketing, including current and future trends......................................................3
2. Overview of the different marketing processes....................................................................................4
3. Roles and responsibilities of a marketing manager..............................................................................4
4 Interrelation of different functional departments with other departments.............................................5
5. Value and importance of the marketing role........................................................................................5
6 Significance of interrelation of different departments...........................................................................6
PART B.......................................................................................................................................................6
Comparison of marketing mix of two organisations................................................................................6
Marketing plan........................................................................................................................................9
CONCLUSION.........................................................................................................................................11
REFERENCES..........................................................................................................................................12

Introduction
The term marketing in business is used for promoting the offerings of the organisations in
the market so that they can reach to a large number of potential customers. This marketing is
done by the various techniques such as advertisements, promotions, etc. Proper marketing
strategies are essential for the organisations in this world in order to sustain in the marketplace.
Taken firm for this assessment is Burberry which is a retail organisation of UK providing huge
range of fashionable products, fragrances, cosmetic items, clothing etc. to the customers of more
than 51 countries from the year 1856 after the establishment in the city of London, UK. This
report will cover the various roles and responsibilities of marketing managers along with the
interrelation of different department with the marketing. This report will also cover the
comparison of marketing mix for different organisation as well as the marketing plan for
achieving the organisational goals.
PART 1
1. Introduction to the marketing, including current and future trends
Marketing refers to the techniques or process which is used by the organisations for
promoting their products to the customers in order to enhance the sales and profit of the firm.
This concept is very beneficial for firms to use as the company can attract a wide range of
customers based on their needs and preferences (Ahrens, 2011) . Through marketing concept,
companies can determine the needs and demands of their targeted customers through which they
can easily provide their products and services to the customers accordingly throughout the
countries in which the business operations.
Current trends
 Social Media: This is an on-going trend which is used by the organisations for engaging with
customers so that their needs and demands can be easily identified. This concept is very usually
used by the marketing department of the companies too for taking feedbacks, reviews,
suggestions etc. from customers for improving their experience.
 Online Sites: This is another tool through which the marketing department is promoting the
products on online e-commerce website. Through these sites, the marketing departments are
attracting more customers towards the products provided by the company.
Future trends

 Artificial Intelligence: This is the future trends which can be proved beneficial for the
organisations in enhancing their customer relationships and effectiveness of the marketing
department. Through this concept, marketing department can easily determine the changes in
trends and can take suitable measures for countering them.
 Virtual Reality: This is a future trend through which organisations can provide a smooth and
refreshing environment to the customers in order to enhance their experience. The organisations
can use this concept for improving the customer relationships.
2. Overview of the different marketing processes.
Marketing process in an organisation is responsible for managing the marketing activities
and strategies of the company. The marketing department also develop the marketing mix and
strategies for promotion and other activities of promoting the products to customers. The
marketing department target specific customers or market to whom the products of the company
are supplied or provided. Marketing department also engages with the customers for determining
their mind set and preferences through the social media platforms (Berkowitz, 2016). These
social media platforms such as Facebook, Twitter, Instagram etc. are used by the marketing
department for communication purposes too. Marketing research is also conducted by the
marketing department for determining the on-going trends in the market so that the products can
be provided accordingly. The marketing department is very essential for the success and growth
of the company. Organisations also do the marketing using the email and messages which are
based on the subscription.
3. Roles and responsibilities of a marketing manager
There are various roles and responsibilities played by the marketing manager of Burberry
which are essential for success of the firm. Some of these roles and responsibilities are discussed
below:
Customer Satisfaction: It is the responsibility of the marketing manager Burberry to
provide the products to customers based on their requirements in order to enhance their
satisfaction. The marketing manager of the Burberry is performing his role of determining the
needs of consumers in order to provide the products accordingly.
Promotions and Advertisements: The marketing manager of the Burberry is also
responsible for promoting the products to a large number of people in order to improve the reach.

The marketing manager of Burberry is promoting the products to the targeted segment by using
suitable techniques in order to attract them towards the products.
Market research: Marketing department also conducts the market research for
determining the needs of market as well as customers. The marketing manager of the Burberry is
providing the required support to the team members for gathering the required results for
conducting the market research (Brooks and Simkin, 2012).
4 Interrelation of different functional departments with other departments
Burberry is a large organisation which is operated at global level. This organisation is
having several departments who are providing their continuous efforts for achieving the desired
organisational goals. The department such as Human Resource, Operations, Finance etc. are
coordinating with marketing department for getting the desired results in success of the firm.
This interrelation is as follows:
Marketing versus Production: Production department manufacture the products of the
company which requires help from the marketing department for determining the needs
customers so that the products can be provided accordingly. Marketing department also provide
the information regarding the demand and supply due to which the production department of
Burberry is carrying out its operations and ensures that products does not go out of stock. Apart
from this to compete with the latest products coming up in the market production department
needs to be provided with the knowledge regarding same (Cabrera and Williams, 2014).
Marketing versus Finance: Finance department is responsible for controlling the overall
spending of company as it has direct influence on the profitability of business. A large number of
options are available for the company I.e. Burberry in gathering the required funds for running
the day to day operations of the company. Marketing department helps the finance division for
taking the suitable decisions in order to ensure that best returns are earned on investments. The
marketing department also conducts market research through which the estimated expenses of
firm in future can be determined for making the proper arrangement of required budget.
5. Value and importance of the marketing role
Marketing of the products and brand image of the organisation is very essential for the
Burberry in achieving the sustainability at the market place. The marketing department of the
Burberry are using various techniques for enhancing the sales and revenue of the company.
These strategies includes marketing and advertising of the products by using the social

networking sites such as Facebook, instagram and twitter etc. and online portals as well as by
traditional methods such as billboards, newspapers etc. for attracting the targeted customers.
Marketing is very important for the companies in ensuring that the products are reaching to the
customers according to their demand for enhancing their satisfaction and experience in
purchasing the products (Clow and James, 2013). The marketing department of the taken
organisation i.e. Burberry is assisting the firm in improving the productivity and performance in
the market place. This will also assist the firm in achieving the sustainability for the long run.
6 Significance of interrelation of different departments
The different departments of the Burberry are working with the marketing department
together so that they can perform their work in an effective manner. Also the coordinatin among
the different department with marketing department will assist them in getting the desired results
easily in less time. For example: HR department and marketing department will get the desired
candidates by working together which are capable of performing the departmental roles in an
effective manner. Also the finance and marketing department will assist each other in gathering
the funds from different sources which are used by marketing and other departments for ensuring
the successful execution of work.
PART B
Comparison of marketing mix of two organisations
Marketing mix refers to the course of actions or tactics taken by the organisations for
promoting or advertising their products and services to the customers. This marketing mix
consists of seven elements which are also called as seven aspects of products or services. These
seven aspects include product, price, place, promotion, people, process and physical evidence
etc. The marketing mix allows the companies to make relevant changes so as to compete with
their rivals in competitive environment. For this, Burberry need to make comparison its own
marketing mix with its rival which is Christian Dior, an European organisation which is engaged
in similar sector of Burberry (Daniel, 2011). This is providing tough competition to the Burberry.
Comparison of marketing mix of both companies is given below:
Elements Burberry Christian Dior
Product Burberry is providing a broad
range of products to customers
such as accessories. Clothing,
Christian Dior is also
providing various type of
products to the customers such

cosmetics, fragrances etc. The
company is known for the
design and materials of their
products. The example of
Tartan Pattern is quite famous
which a unique design by
founder of company (Desai,
2013).
as leather goods, fashion
accessories, timepieces,
fragrances, skin care products
etc. Miss Dior and Poison are
most popular fragrances which
are developed for females and
Jules and Higher are
developed according to the
taste of men.
Price Burberry is following the
premium priced policy for
selling their products as the
products provided by the
company are luxurious with
having innovative designs due
to which the company charged
premium price for those who
prefer quality over price.
Dior is also targeting the high-
class and high income group
due to which the prices of the
products are comparatively
high as the company is
providing quality and
exclusive creation (Hsu, 2011).
Place Burberry is selling their
products from more than 500
locations all around the world
to the customers. The company
is selling their products
through global franchises and
branded stores along with third
party dealers. Company is
coordinating with these in
order to ensure the timely
delivery of products and
services to the final customers.
Dior is selling their products
from over]two hundred and ten
locations in the world. The
stores of the firm are situated
in prime locations such as New
York, London, Tokyo, Beijing
and Paris. The company has
strong workforce working in
these stores for serving the
customers in an effective
manner.

Promotion The company is promoting its
products in High-class
magazines through ads (Jones
and Rowley, 2011). The
company also uses the digital
media in launching their new
products for ensuring that the
products are reaching to a
large number of customers.
Dior is also using various
techniques for promoting their
products such as rewards to
loyal customers such as offers,
discounts, and complimentary
items. Ziyi Zhang, Blake
Lively and Madonna are some
celebrities who are promoting
the products of the company.
People The employees of Burberry are
skilled and trained for their
bringing excellent results to
the company through their
working. The staffs of the
company or stores is helping
and friendly in serving the
customers from their stores,
Also company is providing
suitable training to the
employees for improving their
interpersonal and
communication skills.
The employees of Dior are
also skilled and talented. The
workers of the stores of the
company are equipped with
technical skills,
communication skills etc. for
providing information to the
customers in order to enhance
their satisfaction and
experience in the stores
Process Burberry is manufacturing the
products by using various
systems which are ensuring
sufficient availability of
products to the targeted
customers. The company also
has an effective supply
management and inventory
The Dior is also using good
quality based systems for
processing their products. The
company has implemented
updated and new technology in
the business operations for
eliminating the wastage in
production process.

management system for
ensuring that products are
delivered at right time to
customers (Nguyen and
Simkin, 2012).
Physical evidence The products of the Burberry
come in different colour
packaging which is easily
identifiable in the retail stores
or retail shelves. The company
is also using the website for
attracting the customers. The
website of the company is
user-friendly and allows its
customers to view its products
in HD quality from various
angles.
The company is using various
type of designs and ways of
showing physical evidences of
their products which are also
liked by the customers and
positively impacting the brand
image of the company.
Marketing plan
Marketing plan refers to the document in which the future marketing activities of the
company are written for accomplishing the goals and objectives of the company. The marketing
plan for Burberry is as follows:
Overview of company:
Burberry is an UK based company which is engaged in retail sector throughout the world.
The company is providing an exquisite range of products to the customers such as fashion
accessories, clothes, fragrances, etc. The company is investing in innovation for the development
of new products which is also positively impacting the brand image of the firm. The quality of
the products provided by the company is also very good due to the use of quality based raw
materials (Katengeza, Okello and Jambo, 2011). The company aims to satisfy the needs of their
customers. For this, the company is launching new cream i.e. Skin nourishing cream in the
market for protecting the skin and other sensitive areas of the body from the harmful sun rays.

Marketing objectives for new business plan
The objective of the Burberry in launching the new cream is to enhance the market share
and profitability of the company in double digits in the upcoming six months.
STP for business
Segmentation: Burberry is segmenting the customers based on demographics and
geographic. The company is targeting the people between the age group of 18-45 who belongs to
higher middle class and higher class. The company is also targeting the people from countries
having high heat and summer.
Targeting: The Company is targeting the youth for this new cream as they are obsessed
with their skin due to the pollution and heat.
Positioning: The Company is positioning the new products in their stores as the brand
image of the company is good, there are high chances of success of the new product (Lamb, Hair
and McDaniel, 2011).
Marketing mix of the business plan
The marketing mix for the Skin nourishing cream is as follows:
Product The Skin nourishing cream is very beneficial
for customers in protecting their skin from the
pollution and other harmful elements present in
the environment.
Place The company is planning to launch this new
cream in their stores as well as online
platforms of the locations having high heat and
pollution.
Price The company is following the price skimming
technique for the new cream. The cream will
be introduced at low prices and prices will
increase after getting the success (Malhotra,
Birks and Wills, 2013).
Promotion The company is using the social media and
other internet platforms for promoting the new
cream. Also the company is planning to use the

reward system which is provided to existing
customers when they purchase the new
product.
Budget
Particulars Amount
Advertising on TV (10%) 20000
In social Media Platforms (25%) 50000
On newspapers (10%) 20000
Sales Promotion- (30%) 60000
CONCLUSION
It has been concluded from the above report that there are several roles and responsibilities
of marketing managers which should be effectively performed by them for ensuring the success
of the company. The marketing department is very essential requirement of the organisation in
achieving the desired goals and objectives of the company. The marketing department needs to
determine the current and future trends for developing the marketing strategies accordingly for
the long term success of the company. Marketing mix and marketing plan is used by the
organisation for determining their effectiveness in the industry as well as to plan the future
activities of the firm in the market.

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