Marketing Essentials Report: Burberry and Marketing Mix Analysis

This report provides a comprehensive analysis of marketing essentials, using Burberry as a case study. It begins by defining the key roles and responsibilities of the marketing function, examining its influence on current and future trends, and its interaction with the external environment, including political, social, and technological factors. The report then explores how marketing functions are structured within an organization, specifically focusing on Burberry’s interdepartmental relationships with human resources, production, and research departments. The second part of the report delves into the application of the marketing mix (7Ps) by Burberry and compares it with a competitor, Dior, highlighting differences in product, pricing, place, and promotion strategies. Finally, the report produces and evaluates a basic marketing plan for Burberry, covering aspects of marketing planning processes, and aiming to achieve business objectives.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Explain the key roles and responsibilities of marketing function.........................................1
P2. Justify how roles and responsibilities of marketing associate to the wider organisational
context.........................................................................................................................................3
TASK 2............................................................................................................................................4
P3. Compare the ways in which different organisations apply the marketing mix to the
marketing planning process to achieve business objectives.......................................................4
Planning process which is applied by Burberry to achieve organisational goals and objectives.
.....................................................................................................................................................7
TASK 3............................................................................................................................................7
P4. Produce and evaluate a basic marketing plan for an organisation........................................7
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing is one of the most understandable concept in the study of management. It
includes in various functions of creating, promoting and delivering of goods and services in the
effective way. It is very important part of every organisation because the marketing always
focuses on consumer goods and services. The purpose of marketing concept is prepared for
satisfy customers and achieve organisational objectives in an appropriate way. As per this
marketing management is also responsible for analysing or satisfying customer needs in a
profitable way. Marketing activities have unlimited resources in order to purchase various
products in a store. In this present report Burberry has been chosen as an organisation, it is
luxury fashion house in British. It was established in 1856 in Basingstoke, England by Thomas
Burberry and their headquarters in London UK. This company mainly focusing on the growth of
outdoor attire in to the high fashion of market. Along with this, roles and responsibilities of
marketing and interrelation between marketing or another department will be discussed.
Marketing mix of Burberry and marketing plan of this organisation will get covered in this report
(Ahmed and Rafiq, 2013).
TASK 1
P1. Explain the key roles and responsibilities of marketing function.
Definition-
It is the activity through which company can make value for consumers and also create
strong customer relationships in order to gain good outcomes form the customers in return. In the
other word, marketing management is a process for analysing, participating and satisfying
customers needs effectively.
Current and future trends of the marketing-
Marketing activities are very much essential in order to follow different types of current
and future trends for the growth of company. Marketing also follows different ways of delivering
goods and services in the organisation. In this marketing procedure was accomplished through
the various advertisements, pamphlets, offline marketing and so on. But in the new trend of
marketing mainly companies follows online websites, social sites like Facebook, Yahoo, Gmail
etc. Whereas, future trend of marketing will be completed by promoted products through
1

different technologies like A1 technology as well as live videos which helps the consumers in
order to select product in a desirable manner.
External environment influences and also impacts on the marketing activity:
Marketing activities are very well known concept and it is affected by various factors like
social, economical, political, environmental, technological or legal. Therefore, these factors of
external environment heavily influence the marketing concept Burberry and their strategy. So
these factors are explained below:
Political factor: Burberry is a international brand but for expansion of their market in
different countries, company has to opt all government policies or rules in order to operate their
business strategy in an effective manner. If company will follow these rules and regulation than
Burberry can easily ignore governmental issues or can stay for long time at market.
Social factor: In this factor, Burberry need to follow different culture for all type of
customers. This is because all consumers have different dress code and also prefer various types
of product. Therefore, for better stability in the market of any country company need to use
several social media platform such as Facebook, Twitter or Instagram as well so that this
company can easily gathered customer's feedback with their products.
Operation of marketing department and their structure:
Marketing structure of Burberry is mainly based on demands of customers and leaders as
well for the better development of an organisation. In this company lot of leaders and employees
working together which always considered marking operation such as relational manager,
product manager and advertising manager. On the other side, marketing operation is a important
term that always adopt several kind of strategies or functions from market in order to attain goals
or particular objectives in an appropriate way (Armstrong and et al, 2015).
Roles and responsibilities of a marketing function-
In any type of business company every marketing department mainly focuses on the
quality of product and services in a effective way. There are different roles and responsibilities of
Burberry in regards with marketing functions which are given below:
Exchange functions: The department of market in Burberry it analyse and evaluate
requirements of all customers. Main aim of these exchange functions is to provide different types
of goods and services as per their choice.
2

Market information: It is very important role of company leaders or managers that they
should have proper knowledge of market in order to launch new product at marketplace. This
function commonly concentrate on internal or external factors of any country before the
expansion of market.
Market preparation: According to this, leaders or marketing managers determine the
activity of making new plan or activity in order to extend the sales of product at market
segmentation. It is necessary for identified the brand name at market. Market planning always
includes in effective offers like discount, promotion an so on (Baker and Saren, 2016).
Product designing and thinking: According to this concept, marketing functions mainly
focuses on design and development of new product as per consumer requirements. In this
function Burberry offers their different products to its customers like several variety of clothes,
different kind of perfume, cosmetics items and so on. With attractive packaging. This
organisation also make used different media in order to attract consumers effectively.
Funding: marking function always plays important role in any company and they also
focus on the budget of company. This can be said manager of marketing department gives card
facility so that customer can earn their points and also can use their card in any shop from
Burberry with low amount. Therefore, this concept accomplish the demand and requirements of
customers.
According to the above explanation regarding with various function, roles and
responsibilities of marketing department are helpful to make profit and accomplish customers
needs and wants.
P2. Justify how roles and responsibilities of marketing associate to the wider organisational
context.
The department of market plays crucial role in every firm in order to increase future growth of an
organization. Company also share their data and lot of information about products and services at
marketplace. The market department of Burberry have interrelationship with each other an
effective way. In regards with Burberry and their marketing department always contributes in the
growth of an organization. According to this marketing department also leads internal
department about needs of purchasers. Burberry's interrelationship with other departments given
below:
3

Human resource and marketing: Every department of marketing is related with all the
department of human resource. Because every marketing team promotes their products and
different type of services of an organisation at market. This situation always maintain the
organization's value and their brand identity in a effective manner. According to the analysation
few people or candidate can be hired by Burberry in order to fulfil job vacancies in an
organisation. It shows the good value and freedom of HR department with marketing department
as well. Therefore, these things make the company profit and give opportunities for different
candidates.
Production and Marketing: Marketing department of Burberry always focuses on the
customer's real needs or demand in order to giving them lot of facilities. It is very helpful for
production team who indulge in the changing product on the behalf of consumers. This process
of production save the necessary materials. On the other hand production department also make
different product behind the working hours for achieve profitable value at market (William and
Zikmund, 2012).
Research and Marketing: The department of research and marketing gathered
appropriate information about the clear goals of the company. It collects information which is
used to find out needs or wants of customer's buying behaviour. On the other side marketing
team of Burberry make lot of cosmetics item or clothes with latest fashion trends for consumer
satisfaction. Therefore, it shows interdependency from both department on each other.
TASK 2
P3. Compare the ways in which different organisations apply the marketing mix to the marketing
planning process to achieve business objectives.
Marketing mix is a activity of different strategies and action of plan that every firm uses
in a effective manner in order to promote product at marketplace. It involves in various area of
marketing system and also concentrate on a plan of comprehensive marketing. This is the
mixture of 7Ps that is product, price, place, promotion, people, physical evidence and process.
These all 7ps are much helpful for identifying companies tactics or current profile in the market.
In context of competitors whereas, Burberry need to compare their marketing mix plan with their
competitive rivalries. But Dior is one of the most very well know brad which is dealing in same
4

product as Burberry. and it is also give the difficult competition of Burberry in fashion industry.
There is difference between Burberry and Dior, which is given below:
7Ps Dior Burberry
Product It is a luxurious fashion brand
was formed to satisfy styling
sense of high class people.
Dior mostly includes in
offering women's product but
now company also deal with
kids and men products. It sales
lo of product like footwear,
fashion accessories, jewellery,
make-up, fragrances and
skincare products.
It is a fashionable clothes
industry globally. This brand is
famous because it introduced
“Gabardine” that was water
resistant fabric. Along with
this it gives long durability of
their product internationally.
That's why it is successful
brand in marketplace.
Price It makes their product for high
class people and high income
group of people of its
exclusive creation. It has
adopted premium quality that
generate good relationship and
trust on the customers
(Silberschatz, Galvin and
Gagne, 2014).
Their pricing strategy is
premium because this
company develop high class
elite zone where money does
not matter. Therefore it's brand
price based on various factors.
As it is expansive brand so that
it is also responsible for
evaluation the demand and
market research of the
customers.
Place This company makes original
or exclusive products. It
provide their product 200
locations in the world. Their
This company sales their
product all over the 50
countries globally. Burberry
always opens their new store
5

retail layouts are very spacious
with elegant comfortable
atmosphere. Along with this
shelves also decorated in 56
variants of six colour. So this
positivity is helpful for gain
good output.
at good location of market in
which they can fulfil customer
needs, or consumers can easily
reach and also can earn more
profits.
Promotion It is all about relationship or
trust. For better promotion of
their products it offers
invitation for pre sale to
choose some who are regular
buyers. It also has a website
where company's information
is available easily. So that it is
easy for customers.
Their promotional activities
are crucial part of this
company. As Burberry
advertise their brand image
from various social sites,
magazines that has been utilize
to launch or introduced new
product in the market.
Process This company uses different
method of packaging to gain
customer's attention in a
effective way. Dior have well
designed product with
attractive packaging so that
customer can get easily attract
from them (Rossi, Allenby and
McCulloch, 2012).
Burberry is also used online
delivery apps so that it can
easily gain customer's attention
towards their brand. It also
helps the company in order to
maximise their sales or
revenue.
People Dior have workers who has
good speaking skills and
developing skills in order to
attract customers. Therefore,
this strategy of company's
Burberry have well trained
employees in their stores and
also have good customer. For
this company fulfil customers
and employees needs in a
6

people follow these
promotional strategy such as
social media for satisfying
customer needs.
effective manner.
Physical evidence This company uses several
ways for screening the
physical evidence like layouts
or designs that attract customer
as well as employees in a
positive way.
This company sells their
product with special logo so
that it is easy for identify the
brand. Along with this
customer also can aware about
new product of this company
in a effective manner.
Planning process which is applied by Burberry to achieve organisational goals and objectives.
Burberry is the world famous brand which is mainly deals in different products like
fragrances, clothes, cosmetics, women purses globally. For this they follow different types of
strategies or techniques in order to satisfy customers in an attractive manner. That's why they can
easily achieve their goals and objectives with high profit. Along with this Burberry mainly
creates unique strategy by which they can target young generation or various people towards
their specific product. They used market segmentation strategy, which is given below:
 In the first stage Burberry analyse the needs of customers as they target young generation
or adults.
 In the position tactics they set lot of action plan which are formed or enforced.
 Lastly, this strategy getting feedback or valuable reviews from the customers (opolšek
and Čurin, 2012).
TASK 3
P4. Produce and evaluate a basic marketing plan for an organisation.
Marketing plan is a kind of report that highlight the marketing strategy for business
marketing and advertising goals. It is also a description of current business's position in the
market. Along with this marketing plan usually focuses on the people's think that lead to an
appropriate marketing strategy in order to achieve desired goals.
7

Executive summary-
In this report Burberry has been selected as an organisation which is British luxury house
company in London. This company commonly deals in a fashionable products like clothes,
fragrances, shades and so on. This is very famous brand across the world and their purpose is
satisfy customers as per their requirements. Their pricing strategy is also made for high class
people as well as this company provide their few product at affordable price. Therefore this
company is very good or famous who always focuses on customers needs or their wants.
Mission: The company mission is to maintain vitality of their brand and also develop
new product in market for changing the customer tastes.
Vision: The vision of this company is to make every people happy or satisfied with their
attractive products in market across the world.
Goals and objectives of marketing-
 The main goal is that improve overall monthly customer acquisition through 5% from
2020.
 company also has aim to make good or attractive product in order to influence people for
making desirable profitability or revenue.
STP for business of Burberry-
Segmentation: In this segmentation everything or market process is done by the
customers needs or requirements. This is only the one segment in which individual can relax also
have a good personality with nice attitude. Second is demographic segmentation according to
this both female or male can use their accessories accordingly. Therefore, this segmentation
helps the company in order to stay in long duration of time at market place (Babin and Zikmund,
2015).
Targeting: It mainly focuses on the small group of members with the whole population
for target them in order to launch new product. In the case of Burberry they always target
youngsters and adults for their several variety of product in order to increase the sales.
Positioning: It shows the position of business in the marketplace. Therefore it is only the
one in which firm can increase their market by launching their new products. Launching product
should be usable for customers so that they can easily use that. Accurate or correct information
can easily attract customers so that company can easily their market value in a effective manner.
SWOT analysis of Burberry-
8

Strength: It is a iconic fashion brand in the market that have 156 years of long history.
The main strength of Burberry is, it have a good global presence that is more than 500 stores in
50 countries. It also have good marketing strategy in which they have lot of fans and followers
their online channels.
Weakness: This company has limited product line with their limited luxury products
whereas many companies had broader line on their product. Main weakness is the price strategy
of this company because few products are available at higher price in the market so that it is not
possible for everyone in order to purchase them. Asian markets also have many improvements
according to the environment or economy so that some time company has to face few legal
policies and governmental issues (Joshi, 2012).
Opportunities: It has a good opportunities like expansion in product line this will new
set of opportunities that can differentiate the competitors. It has also increased the premium
demand of products because they only consider Indian market than there is high growth rate that
is 33% on the premium products. Along with this, changing lifestyles of developing economies
also resulted in to high demand of premium in regards with goods and services.
Threats: In this scenario, company have a lot competitors, or challenges which are given
below:
Competitors rivalry: There are various competitors like Gucci, Parada, Louis Vuitton
having presence globally that's why these are threat for existence of Burberry.
Changing customer lifestyle: It is a big threat for this company because in this Burberry
concerned as fad items that have short life cycle.
Implementation plan for the promotional launch-
In the case of launching new product at market, it is important to make good budget estimate by
the company as promotional activities which are implemented in the marketing plan. There are
several activities which company always used in order to promote their product at market place.
There are various promotional channels such as advertisements, magazines, online advertising
and so on. These are necessary for customer in order to maximise brand value. Here is the budget
of new launching product that body lotion, are given below:
Particulars Amount
Promotion on social media(20%) 40000
9