Burberry's Marketing Essentials: A Comprehensive Analysis

This report provides a detailed analysis of Burberry's marketing essentials, focusing on the core functions and responsibilities within a marketing context. It explores the significance of marketing planning, exchange functions, product distribution, customer support, market information, and the roles of packaging, labeling, and branding. The report highlights the interrelation of marketing with other departments, such as finance, human resources, and research. It discusses how these departments collaborate to achieve organizational goals, especially when launching new products. The report also emphasizes the importance of risk-taking, financing, and standardization in marketing activities. The analysis provides insights into how Burberry, as a luxury brand, applies these marketing principles to achieve customer satisfaction, maximize profits, and maintain a positive brand image.

Marketing
INTRODUCTION
Marketing essentials refer to the process of creating,
delivering and promoting types of goods and services that may fulfil
demands of customers. There are various promotional and marketing
activities which are performed by the organisations to grab the
customer’s attention so that they may expand their business
(Schlenker and Roth, 2013). Taste and preferences of customer’s
changes with time hence it is very important for the service or
products providing business enterprises to consider their actual need
and demand. This may help to increase profitability and set a
positive image of company in minds of customers. This report is
based on Burberry's marketing essentials. Headquarter of the
organisation is in London, England which is a British luxury house.
Various topics are discussed under this assignment that are
key roles and responsibilities of marketing functions, the way in
which all of these are related to wider organisational context,
different manner in which organisations are applying marketing mix
to marketing planning in order to achieve business objectives. A
detailed marketing plan has also been discussed under this booklet.

TASK 1
Marketing functions can be defined as the activities that are
performed by the research team of an organisation while promoting
products or services. It is very important for the marketing teams of
the companies to perform all the marketing functions effectively so
that goals can be attained. As Burberry is a large business enterprise
which is established in London and now the organisation is willing
to launch a new product in the market. For all the concerned persons
of marking team of the company have to perform all their duties
effectively so that a good marketing plan may result in favour of the
company and also help to attain the goals that are profit
maximisation and customer satisfaction (Functions of marketing,
2018). Detailed explanations of functions are as follows:
Marketing planning: While an organisation is willing to
launch a new product or want to target their prospect customers than
it is very important for the marketers of the company to make
effective plan so that it may help to market the product. It is very
important for the company to plan all the marketing activities
effectively so that it may result in achievement of all the business
goals. If marketers are not able to form an effective market plan and
the planning is not very effective than this may create issues for
organisations in implementing it. All these issues reduced the
customer interests, increase market competition and so on.
Exchange functions: It includes the buying and selling of
goods and services. These functions are very helpful for company as
they help to assure that the products that are offered to customers are
available in sufficient quantity and are able to satisfy the needs to
them. All of them are supported by various activities such as
advertising, sales promotion and personal selling (Rudden, 2016). If
marketers are not able to perform these functions effectively than it
results in decreased sales and number of customers because
exchanges are directly related to customers.
Product distribution: It can also be defined as the method
which is used by the organisation to provide products to the
customers. These types of functions are related to storing and
transporting activities of organisation because it is essential for the
company to make effective plan for product distribution as this may
help to expand business in different regions. Such functions are
required to be performed with higher involvement because a small
mistake can affect negatively.
Customer support: Customers are considered as the king of
the market and for every company it is very important to grab their
support because this may help to acquire higher market share. If any

company having higher level of customer’s support which is
because of its product quality which is very good and organisation
also consider the demand and needs so that it may offer products
that they are willing to buy. Changes in customer's demand are
natural because when one needs is fulfilled than another take place
which is for a new product or service. It is essential for company
that customer should support them as it is considered as a main
sources to gain funds (Proctor, 2014).
Market information: Marketers of a company have to
collect market information which is required to formulate a
marketing plan so that the company may aware customers about
their product or service which has been launched in the market or
already available. It is very important for the company to follow
current market trends that may help to increase the sales and profits
and also lead the organisation toward success. Right market
information can help to formulate effective strategies for all the
promotional activities and to select the market segment where it is
required. In situation of improper marketing information companies
may have to face issues like reduced sales and profits (Mueller and
et. al., 2015).
Packaging, labelling and branding: These are the three
main functions that are done to make the product attractive.
Packaging is the process of designing package for product, labelling
refers to add a label to the product that may describe it in one word.
Branding is the process of giving a particular name or symbol to
product. All of them are performed effectively by the marketers
which helps the company to be in list of priorities of customers.
Main responsibility of packaging function is to make the product
attractive so that it can grab attention of customers. It helps to
enhance market share of the organisation.
Product designing and development: These types of
functions are used to make the product more attractive for the
buyers. If any firm having various competitors in the market who are
trying to acquire market share of the company. Effective
performance of these functions can help the organisation to be more
competitive in market (Larson and Draper, 2015).
Risk taking: It is one of the essential marketing function and
marketers have to take risk on different level to get good results of
actions. If an organisation is willing to be successful than it is very
important for it to take risks because risks may result in achievement
of goals. This is possible with the help of proper research of market
in which all the information is available which is required to make
decision to take risk or not. If Marketers of company take risks and
then it results positively for them because they gather proper and

effective information of market which guides them throughout the
way of success.
Financing: It is very important for the organisation to have
proper funds to perform all the activities. If company is willing to
launch a new product in the market it is essential for them to have
sufficient funds and have good sources of funds that may help to
acquire finance for the new product. If the company is not having
sufficient funds than it is not possible to operate the business as all it
can be executed with proper financing that may be acquired by
shareholders, investors and loans. While the new products are
introduced by the organisation than the marketers have to arrange
funds for the launch because it requires high promotions and also
need to attention of customers (Kladou and et. al., 2016).
Standardisation and grading: In marketing activities
standardisation is also done for the products in which all of them are
predetermined according to their specifications. It ensures the
quality of the product or service which is going to be introduced by
the organisation in market. If any company is going to launch a new
product in the market that may help to it to acquire higher market
share. It is very important for the business entity classify the goods
by providing it grades so that customers may buy them according to
their specifications. The company is offering high quality products
that are mainly for the upper class customers because of their price
which is very high in grading various things are decided for the
product like size, weight, material and other. (Khan and Adil, 2013).
All the above mentioned roles and responsibilities of
marketing functions such as: marketing plans, collecting market
information, grade the product quality to help an organisation. This
would then specify what types of resources are required at the time
of introduction of a new product in the market. If marketers of the
company are able to form the decisions appropriately than it may
help them to accomplish all the goals successfully that are related to
the new launch of the organisation.
Marketing is related to different other functions of the company
because it may help the organisation to make effective plan in order
to enhance effectiveness of the organisation. Burberry is now willing
to launch a new product in the market then it is very important for
all the marketers of the organisation to gather proper information of
market so that they product may get attention of customers (Illing
and Anders, 2016). All the different divisions of a company are
related to marketing in different ways. The relations of the

departments can be understood with the help of following
description:
Marketing and finance department: Both the subdivisions
are related to each other because marketing department gets funds
from finance division of the company. All the promotional activities
are performed by marketing section and all the finance related
operating is executed by finance department. In Burberry the
marketing manager is responsible for acquiring funds from finance
divisions as all the records of monetary resources are recorded by
this department. For the new product launch Burberry's finance and
Marketing managers will coordinate by assigning a team leader for
both departments that would have to look after the budgetary
requirements related to promotional activities so that it may attract
more and more customers and increase the sale and profitability. If
this department is not having sufficient funds to perform all the
promotional activities than it is not possible to acquire higher market
share. For all the concerned persons of Burberry is vital to manage
all the funds that are provided by the finance division (Caragher,
2016).
Marketing and human resource department: Human
resources department has many responsibilities such as to appoint
skilled employees within their organisation so that they may help to
attain organisational goals, provide training programme and so on.
All the selected workers have to go to the field with the field to
market the product in order to increase the sales of the company it is
very important for human resource department to appoint or hire
skills and knowledgeable employees in the organisation so that they
may contribute in organisational development. In Burberry the
human resource division is also focused to hire such staff members
who are able to handle work load and also able to overcome the
critical problems by finding solutions for the same (Brooks and
Simkin, 2012). As the company is launching a new product in the
market, it is very important for the organisation to delegate
responsibilities to all the employees who may formulate effective
strategies for the marketing activities. They are also liable to grab
attention of customers with the help of attracting marketing plan.
Marketing and research department: Functions of
marketing and research department are mainly related to each other
because research team gather information of market by researching
for a long period in the market. Now the marketing division use the
data of research department to formulate effective strategies that
may result in favour of the company. Burberry is now willing to
introduce a new product in market as it is very important to get exact
information of market and trends. For this purpose, the research

team can collect information from the market and then marketing
division can formulate effective strategies to make the new launch
successful in the market and also result in higher market share. In
Burberry and all other organisations these departments are related to
each other because a good marketing plan requires accurate data that
can be gathered with the help of effective research.
Marketing and management department: It is very
important for the organisation to manage all the activities that are
performed by its employees. For this purpose, management division
has been established within a company. This department is mainly
concerned to monitor the organisation and all the actions that are
taken by all the staff members in order to respond difficulties and
also the way in which they fulfil their duties. In Burberry
management and marketing department work together so that the
organisation can attain higher level of success in order to expand
business all around the country (Baker, 2014). Management
department can handle all the managing related activities so that it
can be assured that companies going to get massive success with the
help of new product which is going to be launched in a few time. It
is very important for a company to manage all the activities so that it
can be measured that all the jobs are performed effectively or not.
Marketing and sales department: Sales department is
responsible to handle all the sales related information and matter in
which employees communicate directly with the customers and then
they sale products to them in order to achieve individual as well as
organisational structure. The new product is going to be launched by
Burberry which is a leading and established company in UK and
providing good quality products to its customers. Now the company
is launching a new product in the market so that it may target its
prospect customers who may help it to expand the business globally
(Aschengrau and Seage, 2013).
All the departments of a company are related to each other because
they are dependent on each other for their activities because they are
not able to perform all the activities alone. For example if Burberry
is launching a new product in market than it requires proper research
of market, sufficient funds for promotions and advertising, skilled
employees who may help to enhance awareness of the products
among customers. All these functions are performed by different
departments like finance, marketing, research, management and
sales but they work for a same purpose which a goal or objective of
a company (Albright, 2014).
Marketing is very important for a product because it helps to
provide information and set an effective in the mind of the

customers. It is very important for a company to formulate effective
marketing plan so that the goals can be achieved easily and
appropriately with the help of the employees who are working in the
company. It is very important for a company to analyse marketing
environment with the help of marketing because this may help to get
information of current trends and also supervise while the product is
launched in the market. There are various marketing functions that
are the market of marketing activities. Marketing is conducted to
analyse the market conditions in which it is determined that what
customers are willing to buy and what they will pay for the same.
Main function of the marketing is planning because it is a detailed
plan for future sales. All the advertising, promotion and distribution
activities are the part of marketing function. Standards and grading
are also an important element of marketing as it guides the
organisations to set standard for their products and provide them
grade according to their value. Main objective of all the marketing
functions is to gain customer support because it can help to establish
a business successfully in market.
There are various departments in a company like marketing,
finance, sales, management and research. All of them are concerned
with different activities but they are working for a same purpose that
may help to reach the predetermined goals of the company. In
Burberry finance department provide funds to marketing and
research division to perform their activities. Research department
provide information of market to the marketing division. Human
resource division hire and appoint skilled and knowledgeable
employees in their organisation who may work effectively and have
ability to find solutions for critical problems.
As an organisation is made up of every level, small or big,
every organisational function is important element for its success or
failure. The department is liable to perform all the activities that may
help to make a product attractive for the customers. Burberry's
organisational structure includes marketing, finance, human
resources and research departments. Out of these, Burberry’s
marketing functions include designing, developing, focusing on
creative media developments, product development, digital
marketing, and merchandising and planning apart from selling. This
department is dependent upon finance, human resource and research
division of the company because they provide funds, skilled
employees and data of market. If one of them fails to perform their
activities than all the other divisions get affected because they are
interrelated to each other. Hence, every functional manager is

responsible to coordinate, control and implement strategies so that
Burberry is able to achieve its goal of providing authentic and
distinctive products to its customers.
CONCLUSION
From the above project report, it has been concluded that
marketing essentials are the set of plans that may help to create,
promote and launch a product in market so that an organisation can
achieve all its goals. If the marketers are not able to form effective
strategies then it may affect organisation’s performance. Different
types of policies are created by the employees and other higher
authorities of an organisation so that all the activities can be
performed effectively and also satisfy needs to customers by
providing them such products that they are willing to buy from the
companies. It is suggested to all the companies to conduct a SWOT
analysis that all the strengths, weaknesses, threats and opportunities
can be identified for the future period.
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