Marketing Essentials: Roles, Responsibilities & Marketing Plan-Unit 2

This report provides a comprehensive analysis of marketing essentials, focusing on the roles and responsibilities of the marketing function within an organization, particularly in relation to other departments. It uses Burberry as a case study to illustrate these concepts. The report details how marketing integrates with finance, human resources, research and development, and production. Furthermore, it compares Burberry's marketing strategies with those of its rival, Gucci, highlighting the application of the marketing mix to achieve business objectives. The report also includes a marketing plan for Burberry, evaluating its components and strategic use of the 7Ps of marketing to meet overall objectives. This document, contributed to Desklib, offers students a valuable resource for understanding marketing principles and their practical application in a luxury brand context.

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.
1

 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.
2

Increase business value, Branding is effective in increasing business value. Its a role of
marketing department of Burberry to set great brand value this is effective in increases the
business value (Eriksson and Kovalainen, 2015) strongly established brand in the market
Branding gets recognition, branding is important for the organisation because with
effective brand image company get the recognition and become known as to the customer's.
Burberry is known as the bran in the mind of the customer's and this company recognized by the
name of Burberry. In the branding the most important p[art is logo which is considered as the
face of the company. In is role of Burberry to manage and define the brand effectively in front
of consumer.
Gathering and analysing market information:
The most important role of marketing department is to gather the knowledge from the
market and analysing that information. Burberry research all the information about the
customers, find out the need and wants of the customer according to that take effective decision.
In this all the information are gathered about the customer in which what are their needs and
what is the motive behind the purchasing (Evert and et. al., 2016.) This branding play an
important role when organisation wants to generate future business and. Motive of purchasing is
rather it is necessary or for show. In this according to the all information product is design.
Responsibilities of marketing function:
Marketing is the way of promoting the product in the market. In this, organisation has
different responsibilities which is explained below:
 It is the responsibility of marketing department to set effective marketing strategy and
objectives of the organisation. This strategy is effective in increasing the share in
specific market sectors(Fenwick, Van Uytsel and Wrbka, 2014)
 In this marketing research is the responsibility of the marketing department. This market
research is important for Burberry to identify market opportunities and for gain better
understanding(Findlay-Thompson, and Mombourquette, 2014)
 Responsibilities for organizing the event like exhibitions, seminar and sales conferences.
 This department has responsibilities for growing revenue, increasing market share and
the profit.
3

From the above discus it is define that marketing function play a very important role in
the organisation. This function are effective in increasing the profit of the organisation. With the
help of marketing function work are done in an effective manner.
Roles and responsibilities of marketing in context of marketing environment:
Monitoring marketing environment: In this marketing manager of Burberry should
identify trends and then convert them into the opportunities. In this according to changing global
scenario manager should focus on demographic, economic, socio-cultural, natural, technological
, political and legal forces (Forsgren, Holm and Johanson, 2015).
Marketing research: In order to monitoring marketing environment manager requires
specific knowledge. This specific knowledge related to product, organisations market, target
consumer groups and response to their communication process.
Marketing information system: In this information is required regarding product
planning and its implementation and for controlling the responsibilities. MIS provide the
information which is needed and distribute that information in timely manner.
P2. Roles and responsibilities of market relate to the wider organisation context:
In this, for the growth of the company marketing department play an essential role.
Marketing has its relation with all the different department in the organisation. This different role
of marketing with other departments are explained below:
Marketing and finance: In this marketing and finance are the two important pillar of
the organisation. In this when Burberry make any marketing plan then for that plan marketing
department required fund which is provide by the finance department this with the help of
marketing department profit are increases which is effective for the finance department
(Garfinkel, 2017). Marketing is the source from which large number of customer are attracted
toward the product. Finance department of Burberry provide the fund for the plan this fund are
passed by the finance department. The aim of both the of the department is to increase the profit.
Marketing department of Burberry directly related to the finance department for promoting their
product in an innovative manner. This shows that both department are interrelated with each
other.
Marketing and human resources: The aim of human resources management is to hire
the right candidates in the organisation. Human resource department is related to the marketing
department. Marketing department required high talented people in order to promote product
4

this thing can only done by the human resources department. Marketing department need of the
human resource management to ensure that effective staff is hire. HR hire the person according
to need and requirement of the other department (Jeston, 2014 ). HR department work together
maintain the brand Burberry. In this marketing department communicate the brand of the
company with the consumers. In this with help maintaining the good brand image in the market
create the or attract lot s of candidate toward the company. Marketing department is effective for
HR department for attracting the the large number of candidate for the job. Its shows that
marketing paly important role in the HR department.
Marketing and research and development: Research and development is the
important part of the organisation. This research and development is effective in generate the
new ideas, innovations and creating new product. Burberry create the new idea and development
from research which attract the more customer toward the product. Research is effective in
update the product according to the time. This research and development is driven from the
marketing concept (Kawamura, 2018). In this the needs and want of the customer is analysis by
the research and development in order tom satisfy the customers needs. Research and
development department is effective in providing information of customer taste and preferences
to the marketing department. In Burberry apply the research and development which is
effective in satisfying the customer. Research and development department developed the new
product and marketing promote that product. Research and development department is producing
the new product according to the need , taste and preferences of the customer this taste and
preference are get to by the marketing department. In this there is the interrelationship between
the marketing department and research department.
Marketing and production: Marketing team of the Burberry is related to the
production department. With the help of marketing department production department is able to
make the product according to the need and want of the customer. Production department is
produce the product this product is made according to the need want of the customer. In this the
design of the new product is based on the demand and need of the customer's. In this to satisfy
the the customers need and to meet their expectations Burberry collaborate between marketing
and production function (Kolk, 2016). This close relationship between the production
departments and marketing department effective in enhance the performance of the the
Burberry. In also some problem are arises between the both of the department this problem are
5

problem of the communication . In this as the problem are arises its also improve the
performance of the organisation. In this in order to enhance the profit and for fulfilling the need
of the customer's needs. Burberry must collaborate with the both of the department of
production department and marketing department.
Marketing and IT department : The personnel is define as the department in which
technology is involved. In Burberry most of the work are done through the technology. In this
Burberry use many sites which is effective in promoting the product. All the work marketing
department are done through the IT department. Technologies are very effective help the
marketing department as Burberry gathered the information regarding their product and
services through market analysis. Both of the department of IT and marketing plays crucial
role in Burberry .
From the above discussion it is define that marketing are important for the all the
department of the organisation. In this all the department are also play an important in term of
marketing department.
significance of marketing with the other department :
It is the important task which is face by the organisation Burberry wants to develop its
business plan for implementing its business plan various functional area are included. This is
important for achieving the integrated plan plan of the Burberry
Research and development: Marketing play the important role in research and
development department (Maylor, Blackmon and Huemann, 2016). In this marketing
department gathered the information according to that information product are developed.
Product are made according to the need and wants of the customer this information are gathered
by the marketing department and product are promoted by the marketing department.
Satisfying needs and wants: Marketing department gathered the knowledge regarding
the customer. Information like what are their need ,what is their preferences according to that
product are provided to the customer's. So , this is effective in satisfying the need and wants of
the customer's.
Attract right candidate: Marketing department play an essential for attracting the right
candidate in the organisation. Marketing department is effective in maintaining the good brand
image in the market (Moore, 2016). When the company has its good brand image then its attract
lots of candidate towards the organisation.
6

Key elements of marketing function:
In this there are some key element of marketing function which is effective in all the other
departments.
 Research: This is define as the most important key element in Burberry research are
required. In this, if Burberry want to lunch the new product so it is very important that
marketing manger of this company do the proper research of the market. Research
include taste of customer's, area where product should promoted, analysis the audience
which should be targeted (Piller, 2017). So , it is very important for Burberry company
to do the proper research before producing the product.
 Planning : Burberry set its some objectives and goals . In this its responsibility of
marketing manager to make the proper of achieving that goals and objectives of the
organisation. The marketing plan involve sales forecasting, financial planning etc. in
this planning department also keeps a track the timelines so that the time can be
measure.
 Tactics : This tactics are defined as the short term strategy which are used in achieve the
short term goals of the organisation. This are the some short plan which is made for
attracting the customer.
 Strategy :after making the product Burberry make some strategies for producing their
product in the market and for attracting large number of customer in the market.
TASK 2
P3 Comparison of ways in which different organisations apply marketing mix to market planning
process to achieve business objective.
Marketing mix refers to all the ingredients which are used by a company to market its
product. It includes 7P's, which are product, price, place, promotion, physical evidence, process
and people. All these ingredients plays an important role in the development and success of
every business. Apart from new product development, marketing mix also helps in increasing the
portfolio of product. Basically marketing mix is used to differentiate a company from that of its
competitors i.e., the company will lead to attain competitive advantage. Burberry has a different
marketing mix as the brand comes under the most trusted brands of the world. The analysis of
7

marketing mix will help in understanding the target market and the segmentation methods
employed. The comparison of Burberry and in terms of marketing mix is as follows:
Basis Burberry Gucci
Product Burberry is a luxury fashion
brand which is dealing in
women's, men's, and children's
wear in addition of shoes,
perfumes and various
accessories (Rescorla, 2014).
The company is famous for
trench-coats, cosmetics and
ready-to-wear outerwear. The
major factor for the success of
this brand is its style, design
and quality which makes it
different from other
companies.
Gucci an Italian premium
brand dealing in fashion and
leather goods which includes
clothing for men, women, and
babies, shoes, watches,
handbags,and various home
products. The products of the
brand highly focusses on
movie stars, business tycoons,
politicians, etc. the products
made by Gucci are of higher
quality for which customers
are willing to pay high prices.
Price As the company deals in
luxurious products, the
premium pricing strategy has
been used by it. Since the
company is global its prices
have to be consistent
everywhere. The pricing
strategy is fixed after
evaluation of demand of the
product, competitors price and
market research.
As the company is targeting
the elite class, the company
mostly uses competitive
pricing strategy which will
include all sort of charges and
expenses incurred. The
prestigious pricing makes the
product act as a status symbol.
Th company never
compromises with standards of
quality. The company sell its
products higher than that of
8

customers because of the
quality provided.
Place Burberry offers its products in
over 50 countries spread
around the world. The location
of the stores are highly
populated areas so that
premium customers can easily
visit them and high sales could
be generated. The company
has also established its
expansion by e-commerce
portal, which constituted large
number of traffic.
Gucci is a worldwide
successful network because of
its world-class products. The
company sell its products by
two marketing channels
(Rohlfer and Zhang, 2016).
The first is through online
websites and the other is
through retail stores. The
company have limited number
of franchises which are
uniquely designed with classic
interiors which give a relaxing
experience to the customers.
Promotion Burberry uses all type of
promotions like TV, print
media, online advertisements,
etc. The advertisements are
placed in high class magazines
in order to target specific
audience. The adoption of
digital technology has helped
in communicating the brand
message easily to customers.
Gucci advertises through
magazines, billboards,
printouts, banners and social
media. Various campaigns are
adopted by them on Facebook,
Instagram, Tumblr and you
tube. In order to promote
content on social media,
various bloggers were hired by
them (Sarstedt and et. al.,
2014). The company has its
online store and application in
eight different languages
namely 'Gucci Style App'
9

which can be easily used by
customers around the world
People Burberry believes that people
i.e., employees are the
greatest assets and therefore
the company focuses on
attracting the best talent from
the world, provides various
developmental opportunities,
rewarding performance,
building stronger relationships,
ensuring safe and healthy work
environment and thoroughly
supporting the health and well-
being of the employees
(Shenkar, Luo and Chi, 2014).
Gucci make its employees
aware about the goals and
objectives of the concern so in
order to increase the
performance of the team. The
company is giving training to
employees and also give
guidance in regard of how to
treat customers. Employees of
customer service department
are trained in regard of how to
solve queries of customers.
Process Burberry uses an efficient and
standardised sales process
linked with high quality
customer service. The
customer service is offered to a
personal shopper for building a
unique experience. Through e-
commerce there is clear
navigation with quick, safe and
efficient online transactions.
Gucci uses an efficient sales
process in which they ensures
that products are available at
retail stores for which a system
is installed where retailers can
notify whenever their
inventory level is low (Smith
and Wong, 2016). The
company is focussing on
understanding the customer
needs by collecting feedback
at stores, helpline or social
media pages.
Physical Evidence Physical evidence used by Physical evidence used by
10