Marketing Essentials Report

This report provides an in-depth analysis of the marketing functions at Burberry, detailing the roles and responsibilities of the marketing department, its interrelationship with other organizational units, and a comprehensive marketing plan. It includes a comparison of the marketing mix with competitors and outlines strategic objectives for future growth.

Marketing Essentials

Contents
INTRODUCTION...........................................................................................................................................3
PART A.........................................................................................................................................................3
Key Roles and Responsibilities of Marketing Function.............................................................................3
Roles and Responsibilities of Marketing in Relation to Wider Organisational Context ..........................4
Significance of Interrelationship between Marketing and Other Functional Units of Burberry...............5
Comparison of 7 P's of Marketing Mix of Burberry.................................................................................6
PART B.........................................................................................................................................................8
Marketing Plan for Burberry....................................................................................................................8
CONCLUSION.............................................................................................................................................11
REFERENCES..............................................................................................................................................11

INTRODUCTION
Marketing is integral part of an organisation which contributes maximum towards growth
and success into competitive market. It facilitates an organisation to reach its offerings to the
targeted customers within less time period in more influencing and effective manner (Blythe and
Martin, 2019). For this, marketing manager is responsible to perform its roles and responsibilities
so that marketing position of an organisation can be built at strongest level. The present
assignment report is based on Burberry which is engaged in manufacturing and selling
fashionable clothing products across worldwide. The report discusses the roles and
responsibilities of marketing department along with the interrelationship between different
departments so as to achieve business objectives. The report also compares marketing mix of two
similar organisations and producing a marketing plan for Burberry.
PART A
Key Roles and Responsibilities of Marketing Function
Marketing Definition
Marketing is an ongoing activity which follow some set of instructions to create,
generate, communicate, deliver, exchange and develop the offers that is most precious for the
companies’ partners, clients and most importantly customers because it helps in satisfying the
needs and wants of the targeted market to earn profit.
Different roles and responsibilities performed by Marketing department
Marketing department play a very crucial role to accomplish the mission of the company.
It helps to promoting the company business. It helps in coordination, promotions and
communication and manage a healthy relationship between company and potential customers.
This department represents the good and positive image of the company. Burberry company
marketing department also responsible for many roles which helps to perform well in the market.
Some prominent roles and responsibility performing by the Burberry company are given below: - Managing Your Brand- This is the main role of marketing department. company Brand
show the level like who you really are and where you stand. Brand value leads to
customers’ satisfaction and increase buying power of the customer so that customers get
good experience and company earn more profit. Burberry company marketing

department managing properly their brand value and taking lots of benefits (Hyder,
2016). Conduct Campaign for Marketing Initiatives-Marketing department is also responsible
for the campaign management. For marketing initiatives, company identify different
products and services and after this focus on sales cycle to sale that products. With the
help of some materials and communications channel Burberry conduct campaign and
manage marketing initiatives which is beneficial for the organization. Produce promotional materials -This is also a prime role of the marketing department.
This Department need to create a good material, and after that promote company products
and services which company are offering. Burberry company is very active in promote
the product and Burberry is keeping up to date all products and services. Provide search engine optimizations for websites- Company website is consider the first
place where people search information about the company so marketing department is
responsible for company website and content always up to date. Burberry is giving the
facility of quick search so that customer easily gets company information (Beig and
Khan, 2018).
 Monitoring Social Media- Social media management is significant now. Burberry
company main concern is to manage social media and maintain social relationship with
the customer and company. Burberry manage social accounts and all other media pages
and watch carefully all the online activities.
Roles and Responsibilities of Marketing in Relation to Wider Organisational Context
Marketing function are playing various roles and responsibilities related to the whole
organizational context which help to promote the organizational growth and achieve the target
market. There are many key function of the organization such as HR, finance, production and IT.
Burberry company performing a vital role in every function of the organization. marketing
functions are related to all other functions of the organization that are given below: -
 Human Resource and Marketing: - Human resource related to the employees’ welfare.
HR leads to give employment of the people. With the help of recruitment, Company HR
easily recruit a right candidate for the right job. When we talk about marketing function
of the company is also responsible for the each and every marketing activities like
customer database maintain, advertisement, product development, internal marketing ,

distribution, manage websites of the company etc. the marketing department of the
Burberry is linked with the HR department and to make sure that the all the vacancies
offered by the HR departments are filled on time so that with the help of marketing
function , HR can appoint right person for the marketing department (Stephens, 2016).
The coordination between marketing and HR department helps to organize training for
the new employees that helps to manage all the task on time and keep update with all the
current scenario of the market. Company HR department provide the proper feedback of
the employees’ performance so that marketing department easily evaluate them.
 Finance and Marketing- The roles and responsibilities of the financial department are
same for every department. So there is an interrelation between finance and marketing
department. In marketing department, all plans and strategies budget prepared by the
finance department. To see the brand value of the product, product line, promotional
activities and product development policies, financial department consider the cost
margin and profit and after this prepare budge for the marketing department. In Burberry,
financial and marketing department both are connected and communicate time to time to
marketing activity and current financial status of the business so that both department can
do their work according to them (Loo and Leung, 2018).
 Production and Marketing – In production, the main concern is new products.
Marketing department of the Burberry linked with production department to make sure
that all the developed products full fill all the requirements of the customer and make
them satisfy. Both department together do research for the development of new product
and try to know the customer preference and demand to serve quality product to the
customer.
Significance of Interrelationship between Marketing and Other Functional Units of Burberry
The Burberry is being helped extensively with the dependence of the functional area within
the organisation. The company gains out of it by closely by creating synergies between each of
its department. The company can't succeed with disharmony in any one department. As each
department is linked and dependent on each other. The all functional areas work towards
achieving common objective i.e. the organisation objective. With helps the organisation to
achieve its objectives (Fernando and et. al., 2020).

Comparison of 7 P's of Marketing Mix of Burberry
MARKETING MIX
The term 'marketing mix' is referred to the set of plans and actions that are taken by the
company to promote its product/brand/service to target market.
The comparison of marketing mix of Burberry and Prada are as follows:
Elements Burberry Prada
Product The Burberry is one of the leading luxury
fashion brand its product segment
comprises of the trench coats (one of its
signature luxury product), cosmetics,
fashion accessories sunglasses, handbags.
The fragrance collection is one of its most
searched product. The USP of the Burberry
which makes it different from its
competitors is the quality and performance
of the product along with its exclusive
designs (Glassman and et. al., 2018).
Prada is leader in fashion retail and
lifestyle products which produces
and distributes its products all over
globe. The products standout in
innovation with pretty and
exquisite designs. Its product
portfolio carries clothing,
accessories, perfumes, mobile
phones, watches, footwear.
Prada also has its runways shows
and boutiques.
Price The Premium Pricing policy is adopted by
the company as they cater to the high elite
consumer zone and the products they cater
to are highly quality rich products.
The company keeps it price consistent over
its all distribution centre there is no price
discrimination followed.
The Prada follows combination of
the premium pricing and
psychological pricing as the
company provides the quality
focused products which gives
consumers a classy and elite sub
conscious feel.
The company uses the bundle
pricing also as an option when
option to buy for bundled goods.
Place It operates through retail, wholesale,
licensing, franchise and through online
The Prada operates through the
digital medium, licensed stores and

platforms. company operated stores through
network of wholesalers, retailers
and partner agents (Olaison and
Taalas, 2016).
Promotion The company uses the various mediums as
a part of its promotional strategy such as
use of magazines, billboards to place the
advertisement and use extensively celebrity
endorsements.
The new used tool is social media
marketing some of its famous campaigns
are 'Burberry bespoke', 'Art of trench' etc.
Prada have used aggressive
promotion tactics to own the
market. The company places its
advertisement in high sold out
magazines, TV's, billboards and
uses complementary celebrity
endorsements to support
promotions. The company
organises its own events which
includes charity and commercial
ones. The brand website also has a
great impact in its marketing
strategy.
People The target segment of brand is to cater to
elite class people comprising children,
women, men. The company has strong
supply chain network with strong relations
with its employees and stakeholders. The
company keeps providing timely training,
motivational programmes to satisfy the
employees.
The company caters to men,
women and children. The company
has stringent distribution network.
Prada focuses on keeping its
employees highly trained and
motivation.
Process The company has been maintaining the
effective processes by keeping its
operations updated, transparent and clear.
The brand is updating its website on timely
basis and have a good merchandise
Prada maintains the efficient
operations process by providing
easy and user friendly access to
website and keep keen eye on its

assortment. store operations .
Physical
Evidence
The Burberry gives its customers strong
physical remembrance through its outlet
atmosphere, easy accessible website and
mainly providing attractive products.
The brand has strong recall value
by providing the worth
remembering store ambience and
focuses on the art of displaying
merchandise. The packaging and
branding on website and other
platforms also creates positive
attitude on consumers towards
brand.
PART B
Marketing Plan for Burberry
Marketing Plan
The marketing plan is a part of overall business plan which incorporates the overall
marketing objectives and strategies for the coming period. The marketing plan structures with the
company's overall marketing goals to achieve and drive the strategies related with marketing
department to achieve.
Executive Summary
The Burberry is a prominent leader in luxury fashion brand. The company is operating
globally with strong presence in fashion industry. With changing scenario and strong brand
identity, the company is planning to expand its product portfolio by entering into the Home décor
industry. As the real estate industry is witnessing huge success globally, with this the idea of
home décor brand instigated (Banerjee, Yadav and Banerjee, 2016).
Situational analysis
To analyse the market situation in connection with the company's internal environment is
necessary to have idea of the competitive situation so that Burberry can work on it to further
succeed in market. For this the Swot analysis is done:

Strength
 Burberry has strong brand image in the
market.
 The company is having Strong and
satisfied consumer base.
 Burberry is associated with very
proficient workforce.
 There is strong network of outlets and
market presence of Burberry in global
market.
Weakness
 The demand may fluctuate depending on
changing economic conditions and
purchasing power which may impact
sales and profitability of Burberry.
 The existing consumers perception may
affect negatively for brand image of
Burberry.
Opportunities
 The brand will have more global
expansion as economic condition within
the globe are prone to inhale
developmental opportunities.
 The online platform will provide more
opportunity to Burberry in order to
explore higher market.
Threats
 There is intense competition in retail
industry which is a major threat for
Burberry.
 The consumers resistance to try new
product and this is obtained as negative
aspect for Burberry.
PESTLE analysis
Political factors
These factors are related with political conditions which are existed within the nation. As
in current time real state industry in increasing day by day due to which political factors are
giving positive inclination over this industry to grow. Besides this as political conditions are
lenient due to which this is easier for Burberry to develop their business diversification in
appropriate manner.
Economic factors
These factors are defined as economic aspects such as employment, rate of interest,
inflation rate and many more. In this aspect Burberry is gaining power as UK is already
associated with higher employment rate which is going to provide prominent opportunities for
Burberry to expand their business diversification.
Social factors

These factors are associated with needs and preference of customer and in this manner
people of UK are prone to use new things as they are innovative and creative. This is the reason
that Burberry is having higher opportunities for growth and sustainability as well.
Technological factors
These factors are linked with technological advancements in order to strive in market. In
the context of Burberry the company is using high end technology in order to deal with market
competence which is the major strength for the organisation.
Objective
The objectives of company to enter into new product line are as following:
Specific: Burberry is planning to diversify their product line to home décor products
Measurable: Burberry is willing to increase their sales by 15% and profits by 25%.
Attainable: In order to attain these objectives Burberry is opting for various marketing strategies
so that to attain these objectives in prominent manner.
Relevant:
Time bound: Burberry is planning to achieve these goals within 2 years of time gap.
Strategies
STP Model
One of key strategy to have successful marketing plan is STP model. The Burberry is an
prominent luxury brand and with home décor brand it tries to segment on basis of offerings for
Kitchen, bathroom, bedroom, furnishings and furniture.
Segmentation: The geographical segmentation would include for Asia, America and European
countries.
Targetting: The target segment would be the high- class and elite people which will include
product range catering to kids to families.
Positioning: The Burberry would position itself as the brand taking care of culture and
exclusivity. The mix of personalisation with added dazzle of pretty designs would be the essence
of product.

Tactics
The marketing mix helps in designing the strategy and actions effectively according to
segment market. The Burberry's basis for pillars of marketing mix would be like this:
 Product
The product is bundle of goods and services to satisfy the consumer needs and wants. In this case
of home decor the Burberry products would carry interiors, furniture and furnishings products
which is going to include lamps, crockery, vase, dining etc. for working space to personal.
 Price
As the Burberry is a global brand with focus on quality, innovation and exclusivity the price
would be value based.
 Place
The products will be easily available at company owned retail outlets. The merchandise are
going to display at licensed store as well. The online website will also be added to reach to more
population.
 Promotion
The company is going to use aggressive promotional tool to attract the consumer. The ads will be
placed in high viewership magazines, TV's, billboards. The use of sales promotion would be
used extensively to develop strong base of suppliers. The social media marketing will also be
part of it greatly.
 People
Burberry is recruiting new sales force so that to manage their business diversification in
prominent manner and along with this the company is providing special training as well so that
to enhance their skills.
 Process
Home décor products are going to be available by the company in their retail store so that
to provide ease to their customers in the process of buying.
 Physical evidence

The major identity for home décor of Burberry is that they are highly unique and higher
in quality as well.
Controlling and Monitoring
The benchmarking and KPI's are used extensively to control and compare the
performance. The Benchmarking is control and comparison tool which allows the company to
measure its performance with others based on certain parameters such as customer satisfaction,
quality standards etc. The KPI's are the key performance indicators against which the company
measures its performance. The KPI's include setting goal for oneself and then analysing it. The
examples of KPI's are such as increase in market, increase in revenue etc. The Burberry will
focus on surpassing its competitors. The performance indicators to judge its performance would
be based on the objectives so set. In this manner Burberry is focusing over revenue in order to
examine their KPI.
CONCLUSION
It can be concluded from the above report that every organisation must emphasis on using
marketing techniques and strategies as it plays an important role in attracting new and retaining
existing customers with an organisation for longer duration. Marketing manager plays an
important role in framing an effective marketing plans and policies which can successfully reach
company’s products to the targeted customers.