Marketing Essentials Report: Burberry and Zara

This report provides a comprehensive analysis of marketing essentials, focusing on Burberry and Zara. It covers key marketing functions, their roles within the organizational context, and their interrelationships with other departments. The report compares the marketing mix strategies of both brands, including product, price, place, promotion, people, process, and physical evidence. It also includes a marketing plan and a reflective statement, highlighting the importance of marketing planning and its impact on business operations. The study concludes by emphasizing the vital role of marketing in achieving organizational objectives.

MARKETING
ESSENTIALS

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
TASK 1 ...........................................................................................................................................3
P1 Key roles and responsibilities of marketing function............................................................3
P2 Relation of roles and responsibilities of marketing function with wider organisational
context.........................................................................................................................................4
M1 Roles and responsibilities of marketing in context of marketing environment....................4
M2 Significance of interrelationships between marketing and other functions..........................5
D1 Critically analysing key elements of marketing and their interrelationships with other
functional units............................................................................................................................5
TASK 2............................................................................................................................................6
TASK 3 ...........................................................................................................................................9
Marketing plan enclosed in PPT.................................................................................................9
TASK 4............................................................................................................................................9
Reflective statement ...................................................................................................................9
CONCLUSION .............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
“The heart of business lies in marketing”. Marketing is the study and management of
exchange of relationships. It is an activity, set of establishments and procedures for creation,
delivering and exchange of goods and services that have importance for consumers, clients,
partners and the entire society. The techniques of marketing comprises of selection of target
markets by doing their analysis, segmenting the market and understanding the ways that
influence consumer's behaviour. With societal view, marketing provides a link in material
requirements of society and patterns of responses by economy (Jones and Rowley, 2011). By
this, marketing fulfils wants and desires through development of exchange processes and
creation of long term relationships. The current approaches in marketing includes relationship
marketing that focuses on business marketing, customers, or industry which emphasises on
organisation or institution and social marketing that offers several benefits for society. The
present report is made on marketing essentials for which Zara and Burberry are being taken into
context. The report is going to throw light on comparison in components of marketing-mix
between the clothes brands. Further, it will highlight the value and importance of marketing plan
along with a marketing plan. In the last section of the report a reflective statement will highlight
contributions and learning gained during the course of the study.
TASK 1
P1 Key roles and responsibilities of marketing function
The employees who work in marketing department of Burberry are liable to communicate
with customers and clients and convince them as to why should they prefer to buy the products
and services which are offered by the company. Marketing department transmits information to
the customers or clients and supports in establishing the goodwill of the brand. The biggest and
most vital role of marketing department is advertising (Fatteross, 2017). It provides ideas for ads,
billboards, print advertisements and other forms of advertisements for informing the potential
customers about products and services and its advantages. It is the responsibility of the
marketing department to assure that the mentioned firm gets repetitive business from those
customers by making the brand image solid. Packaging and shipping are also the accountability
of the marketing function. Packaging is helpful for the customers to know what is inside the
product.

P2 Relation of roles and responsibilities of marketing function with wider organisational context
Marketing is a very important function for any business organisation. It is majorly
focused on sales, promotion, advertising of the products and services which are being offered by
the firms. The roles and responsibilities are also significant for the stated company Burberry. It is
is one of the leading company and so it is very necessary for the firm that the marketing
department makes sincere efforts for the marketing of its offerings. The roles and responsibilities
which are being discussed in the above part are essential for the growth and success of the
mentioned organisation (Babin and Zikmund, 2015) . They not only plays an important role for
the whole firm but are useful for the clients and customers of the firm. To create trustworthy and
loyal customers and clients marketing offers certain strategies and tactics which are used by the
firm to achieve its organisational goals and objectives.
M1 Roles and responsibilities of marketing in context of marketing environment
Activities of marketing in Burberry are influenced by various environmental factors which
surrounds the firm. These factors impact the decision making abilities of the cited company.
These forces are jointly known as marketing environment (Bennett, 2010). To capture the
marketing environment which is dynamic the marketing department of Burberry company has to
perform the following roles and responsibilities:
 Create and design marketing strategies and plans
 Use marketing information system to analyse products, planning and their execution
 Monitor the marketing environment consisting of environmental factors like
demographic, economic, socio-cultural, natural, technological, political and legal.
 Conduct market research
 Create customer trust, loyalty, value and contentment
 Market segmentation
 Measure and manage brand equity
 Handle competition
 Develop product strategy
 Managing marketing channels in an effective manner
 Logistics management
 Creating and managing integrated marketing communication

M2 Significance of interrelationships between marketing and other functions
It is very important to interrelate the marketing function with the other function for
Burberry. This can be highlighted by the following described points:
1. Finance: marketing is way to support management while taking decisions regarding
investments. They must contain financial information of new as well as current products
and services.
2. Production: Marketing helps in assisting production department to estimate number and
type of product and services to be manufactured or offered. Marketing strategies
stimulates specific reactions of market to impact demand of products regarding their
timing and level (Angelo, 2012).
3. Research and development: The marketing function helps and supports to this function
end-to-end from thought of new products to their execution. Marketing researchers offers
inputs to know what type of goods and services are most marketable.
4. Sales: Sales function fosters relationships with clients and marketing function provide
inputs for making it more gainful.
D1 Critically analysing key elements of marketing and their interrelationships with other
functional units
The four key elements of marketing are:
 Research: When a new product is to be introduced, then first the cited organisation has
to conduct a market research. It has to identify what does the market wants.
 Strategy: When the firm has prepared the data, it will know where the product is
standing and the standing of the firm in market regarding strengths and weaknesses
(Baack Harris and Baack, 2013).
 Planning: Now when the firm is aware with its standing, it has to now formulate plans.
The plan consists of sales predictions, financial plans, communication strategies etc.
 Tactics:When planning occurs at the top level, tactic are smart, short term plans which
the firm has to execute for attracting customers, beat rival firms and growth in sales etc.
All the elements of the marketing function are interconnected with the other functions of
the organization. They all play an important role in other department's functioning. For instance:
The research element is related with the research and development department of the
organisation.

TASK 2
Marketing is the management process to identify, anticipate and customer satisfaction
towards the growth of an organization. Marketing is the process of planning and executing the
marketing mix strategy under following circumstances like pricing, promotion and distribution of
ideas, goods and services to create exchange and satisfying individual and organizational
objectives (Terpstra Foley and Sarathy, 2012).
Burberry is British luxury fashion house which has its headquarters situated in London,
England. The major fashion houses are focused on ready-to-wear clothes, fashion accessories,
perfumes, goggles and beauty products. This fashion house has given its prestigious services to
several actors, global leaders, musicians and athletes. The most widely copied trademark of this
company are its different check pattern. The most popular products of the company is its trench
coat. It has branded outlets and franchises all around the world. During the World war 1, the
trenches used to wear the coat of this retail firm. It has about more than 500 stores in over 50
nations. Price can be determine on the basis of consumer willingness of purchasing the product
so that it can achieve require sales level also under consideration of what competitors are
charging, stage of the life cycle of the product. Distribution of chocolates is a direct channel.
Zara provides unique sense of product. This retail firm offers men's clothing, women's
clothing, kids clothes. The products are provided on the basis of consumers trends. The highly
responsive supply chain ships the company's products to its outlets twice in a week. Television,
print media and posters are the main communication channel for attaining the objectives of the
company. Marketing method of the product has to be changed according to the needs and wants
of the market. Research and Development department gives an idea to produce the best product
at the keenest price.
Burberry Brand marketing mix strategy-
Product- The main products offered by the firm are ready-to-wear clothes, fashion accessories,
perfumes, sunglasses, cosmetic products, scarf,. The products are provide for men, women, kids
etc. The most famous product of the company are the heritage trench coats which makes the firm
a boldest brand. With these it also provide gifts, scarves, fragrances to its customers. Burberry
makes product which are different from its competitor it only makes sure that product should be
on the other hand Zara makes product which are of products and services which are of good
quality.

Price- Flexible price of Burberry is the key factor of success in global markets for example
Milkpack is the largest selling brand which is sold out old at the same price of other low quality
products while maintaining its quality. The Burberry marketing strategy includes a wide range of
pricing strategy to maintain their product rates at a sustainable position. Prices are affordable to
almost all types of consumers can purchase its products. In bulk purchase discount is also
provided at the whole sale market. Zara product charges more price as compare to Burberry
product so that Burberry covers the wide area for approaching the customers.
Place - Place should be convenient to all customer perspectives for rural and urban areas in
approachable manner (Wirtz, 2012). Burberry product has range of varieties to fulfill all kind of
customer demand. Its products follow the supply chain management function not directly come
into the market from Manufacturer, Distributor, Wholesaler, Retailer and finally to Consumer.
Promotion - Promotion strategies of the company are very well planned and they earn multiple
as expenditure (Baines Fill and Page, 2013). Burberry main advertising key elements are
Television, print media, word of mouth advertising and posters are used for communication for
Burberry. Further Zara promotes its product on social networking sites such as Facebook, twitter
while Burberry advertise its product through word of mouth advertising.
People - Burberry hired appropriate staff which is suitable for better service to the customer.
Recruiting right staff and training them appropriately towards the delivery of their services to
obtain the competitive advantage. Consumers makes perception and judgement in mind
regarding to their services offered by staff. Staff should have appropriate interpersonal skills,
aptitude, and service knowledge to provide better the services to customers.
Process - Process is the cycle of product service to gain business objective. All the steps are
effectively executed in form of better services compare to others which provides the brand name
and position in the market place. All the processes should have set of standards for proper
execution (Silver and et. al., 2012).
Physical evidence - is the product presence and establishment its core image is its brand exist
ency. and how people persevered this in the market place. Burberry is a more competitive
brand in the market so that its market coverage is large.
Zara marketing-mix strategy
Product -The stores of Zara offers clothes for men, women and children. The firm offerts its
products by considering the latest trends and preferences of its customers. When the products

are designed, they reach to the outlets in about ten to fifteen days. All the clothes are processed
from the distribution centre of Spain. The new products are fully checked, classified, tagged
and loaded in trucks. In most of the cases, the products are delivered within two days. The firm
produces about 450 million products every year.
Price – Price of products are the basic amount which is paid by the customer. This is the most
essential element of marketing-mix. As the quality of the product prices is also high. The price
of Zara products is high in some cases, but it is very much reasonable. Various products like t-
shirts, coats, pullovers, etc. gives the customers at lower price. it is also accepted across
various target segments. Zara has varieties of products but the pricing of each clothes is
different according to their quality.
Place - Distribution channel of Zara is fantastic and widespread. It strong demand in urban
areas while the rural marketing of this brand is weak because its demand is also narrow.
product has range of varieties to fulfil all kind of customer demand. Product marketing its
breaks their distribution channel in to the various small segmentation market. These products
are then distributed across the world.
Promotion – Promotion is also one of the important element of marketing-mix. The
promotional activities and strategies can boost up the brand recognition and sales of the firm.
The firm has a unique approach towards its promotional activities and promote on social
networking site. The promotion of each Zara product is different. Zara celebration has a major
commercial base where the clothes are brought in bulk and gives to their vendors and
employees.
People – The staff employed in the firm are also vital for the marketing function as they are the
only ones who delivers the services to the customers. Zara hired more suitable staff for
distribution of services to a customers for better customer satisfaction which gives the pick
position in market place. Appropriate channel of delivery services obtain the competitive
advantage. Zara should promote the interpersonal skill like attitude and proper marketing
knowledge.
Process - It is the form of delivering the efficient services. Through this management of all
services easy and to gain business objective in an efficient manner. The systems and processes
of the organization affect the execution of the service. Distribution system and systematic
processes helps in smooth business functioning.
Physical evidence - It is the product existence and establishment and its brand image. Also
evaluate the people familiarity towards the existing product line which satisfy the expectations .
Burberry is a more competitive brand in the market so that its market coverage is large.

Comparison
Brand plays an important role in the growth of the today's competitive business environment. It
helps in to maintain profitability in long run by differentiation in the products and loyalty of
customer. It follows the unified and innovative strategy for packaging the different product
according to their quality which maintains the sustainable image in the market place. Brand is
shows by their logo, website, packaging and promotional materials all of these communicate the
brand. so that almost all the factors are same regarding to promotion, sales, Price and process.
Zara product charges more price as compare to Burberry product so that Burberry covers the
wide area for approaching the customers.
TASK 3
Marketing plan enclosed in PPT
TASK 4
Reflective statement
As a marketing manager of Burberry company I have outline the principles of marketing
which has enabled me to design a basic marketing plan for Burberry. It has facilitated me to
employ components of the marketing mix to accomplish desired outcomes for my company.
Firstly, I gained learning about the importance and value of marketing plan of Burberry. During
this course I learnt that marketing planning is very important for the cited organisation because
they offer guidance to the firm in promotion of its goods and services. I also learned that
marketing plans integrates the business marketing plans as it unites all the aspects of the
business, beginning from how goods and services are given price to the financial resources.
Also the marketing plans foretells the marketing function as the company needs to calculate sales
coming out with every effort put in marketing. The operations department take use of sales
anticipations to form schedule for the purpose of production. The finance department uses these
expectations to design budgets, while the human resource department uses sales predictions to
formulate plans and policies for the employees. I also acknowledged during the formation of

marketing plan that an effective plan in marketing provides a close look on the company's
products and services and compares them with the products and services of competitors .With
this I also identified that plans are useful for setting the prices of the goods and services offered
by the firm. The marketing professionals compare with other firm's products and services in
the marketing sector and then do comparison with their own prices. Along with these I
determined that marketing plans help the organisation to stay focused. The marketing plan is a
guide to the firm for achieving its organisational goals. It offers the firm to be organised and on
right track all over the year. Now after knowing its importance, I started to form a marketing
plan for which I firstly did a SWOT analysis of the company which facilitated me in knowing its
current standing in the market and food industry. This analysis helped me in formulating the
plans for marketing. This improved my analytical and reasoning skills. When I examined the
strengths, weaknesses, opportunities and threats of the cited organisation, then in designed the
marketing objectives for the firm. They provided an outline to the company and the marketing
staff as to how to proceed further. After this is took use of STP model which served me to
segregate the customers on the basis of their age, demographic factors, preferences, tastes etc.
For instance, the firm can segment its customers on the basis of their age. After that the
segregated customer group is targeted particularly by the firm so that each group is given due
attention. Then those customer groups are positioned by the firm. During the course of the
marketing plan, I examined that strategic marketing plan is very essential for the firm to align its
marketing strategies with the marketing plans which are formed.
CONCLUSION
The present study is prepared to reflect the marketing principles for the food company
Burberry. For this purpose the study discusses about the role of marketing function in the
mentioned organisation and its interlink with the other functional units of the firm. This has been
analysed that marketing function impacts and is closely related with all the other functional
departments of the company. The cannot operate without the support of marketing function.
Then marketing mix of Zara and Burberry are being compared for accomplishing overall
objectives. It has been assessed that marketing elements are having a vital role in formation of
marketing plans. Then a group presentation is prepared which highlights the significance and
value of the marketing plans for chosen company. Then a marketing plan consisting of SWOT
analysis, STP model, marketing strategies, marketing objectives and strategic marketing plans.

Furthermore, a reflective statement is being prepared to highlight the contributions and learning
gained during the group presentation.

REFERENCES
Journals and Books
Baack, D.W., Harris, E.G. and Baack, D., 2013. International marketing. Sage.
Babin, B.J. and Zikmund, W.G., 2015. Exploring marketing research. Cengage Learning.
Baines, P., Fill, C. and Page, K., 2013. Essentials of marketing. Oxford University Press.
Bennett, A.G., 2010. The big book of marketing. Tata McGraw-Hill Education.
Berkowitz, E.N., 2016. Essentials of health care marketing. Jones & Bartlett Publishers.
Blythe, J., 2012. CIM Coursebook Marketing Essentials. Routledge.
Brady, D.L., 2014. Essentials of international marketing. Routledge.
Clow, K.E. and James, K.E., 2013. Essentials of marketing research: Putting research into
practice. Sage.
Dibb, S. and Simkin, L., 2013. Marketing essentials. Cengage Learning.
Durmaz, Y., 2011. A theoretical approach to the concept of advertising in marketing.
International Journal of Economic Research, 2(6), pp.46-50.
Jones, R. and Rowley, J., 2011. Entrepreneurial marketing in small businesses: A conceptual
exploration. International Small Business Journal, 29(1), pp.25-36.
Joshi, M., 2012. Essentials of marketing. Bookboon.
Lamb, C.W., Hair, J.F. and McDaniel, C., 2011. Essentials of marketing. Cengage Learning.
Lancaster, G. and Massingham, L., 2010. Essentials of marketing management. Routledge.
Malhotra, N.K., 2014. Essentials of Marketing Research: a hands-on orientation. Pearson
Education.
Malhotra, N.K., Birks, D.F. and Wills, P., 2013. Essentials of marketing research. Pearson.
McDaniel, C.D. and Gates, R.H., 2013. Marketing Research Essentials 8th Edition. Wiley.
Papasolomou, I. and Melanthiou, Y., 2012. Social media: Marketing public relations’ new best
friend. Journal of Promotion Management, 18(3), pp.319-328.
Pike, S., 2015. Destination Marketing: Essentials. Routledge.
Silver and et. al., 2012. The essentials of marketing research. Routledge.
Terpstra, V., Foley, J. and Sarathy, R., 2012. International marketing. Naper Press.
Wiid, J. and Diggines, C., 2010. Marketing research. Juta and Company ltd.
Wirtz, J., 2012. Essentials of services marketing. FT Press.
Online