Marketing Essentials: Evaluating Marketing Plans and Strategies Report

This report offers a comprehensive exploration of marketing essentials, beginning with an introduction to marketing's core concepts and its significance in business. It then delves into the roles and responsibilities of the marketing function, emphasizing its crucial role in understanding customer needs and achieving organizational objectives. The report uses Burberry as a case study to illustrate these concepts. Furthermore, the report examines the interrelation of the marketing function with other departments within an organization, such as human resources, production, and finance. A comparative analysis of Burberry and Christian Dior's application of the marketing mix (7Ps) is presented to highlight how different organizations achieve their business goals. Finally, the report concludes with the production and evaluation of a marketing plan, providing a detailed overview of innovation and core competencies. The report underscores the importance of adapting marketing strategies to achieve success in a dynamic market.

Marketing Essentials

Contents
INTRODUCTION.....................................................................................................................................3
TASK 1....................................................................................................................................................3
P1: Roles and responsibility of marketing function...........................................................................3
P2: Define role and responsibility of marketing in relation to wider organisation context................5
TASK 2....................................................................................................................................................6
P3: Compare the ways in which different organisation apply marketing mix in order to achieve
business objectives:...........................................................................................................................6
TASK 3....................................................................................................................................................9
P4: Produce and evaluate marketing plan..........................................................................................9
CONCLUSION.......................................................................................................................................12
REFERENCES........................................................................................................................................13

INTRODUCTION
Marketing encompasses the activities like creating, communicating, producing as well
as delivering suitable services to different stakeholders including the ultimate users or
customer, clients, partner as well as society. Research is an important function of marketing
department that helps to identify the information associated with external opportunity as well
as thread. Based on this marketing manager evaluate the performance and modify action to
improve the functioning of overall entity (Andersen, P., Weisstein, F. L. and Song, L.,
(2020). To better understand the report Burberry company is used whose headquarter is in
England. The company offers luxury collection of fashionable accessories as well as clothes
in diverse market and has successfully build unique image. This report cover topics like roles
as well as responsibility is associated with marketing function. Explain interrelation between
marketing function with other departments in the wider organisation context. Moreover,
comparison is made on the different organisations on the basis of marketing mix. Further,
marketing plan is prepared to provide the detailed information about innovation in order to
gain core competencies.
TASK 1
P1: Roles and responsibility of marketing function
Marketing function includes roles and responsibility where the company prefer the
needs and wants of the customers by gathering the data and thereafter analysing it a to get the
success in long term basis. Such feature helps the company to create brand awareness by
shoeing their USP to the market so that they can differentiate from the rival firms and get
competitive edge over them. The main role of marketing function is to transfer the ownership
to ultimate consumer from the producer. They had to analyse the trend, preference of
customer and accordingly provide the product which matches customer expectations and
satisfy their wants. There are different types of marketing function which are defined below:
Product or service management: It helps in generating the revenue for the company.
Talking about Burberry the role of manager is to manage the product line of luxurious items.
The main idea is to take care of the entire product so that all the products are in shape and it
doesn’t create dissonance for the product line for customer (Nirschl, M. and Steinberg, L.,
(2018). So it is very necessary to satisfy the customers and make electronic customer
relationship management on basis of designs, packaging and even modification according to
the needs of the customers.

Pricing of product: Pricing directly influence the demand of the product and before
deciding the price for a product various factors needs to be considered which are brand value,
prices of competitors etc. It is very necessary that price do justice to the product. Burberry
has gone for skimming or differentiates pricing strategy where the company works on
providing qualitative products and the attention is premium customers and the prices are
generally on higher side.
Financing: It is another crucial fiction for the company. Here company looks for
various sources of finance so that they can do expansion and all the business operation. They
work on getting funds for the various business requirements. Burberry company which has
worldwide reach has lot of option to generate finance and work with effectiveness. The
company need to choose the source where the cost is less. Company had a good relationship
with their stakeholders like creditors, suppliers and an even employee. They take products on
credit and shortage of cash never stops their operation as they believe on paying their
creditors later. Function like non cash transaction never hinders the operation of company and
helps them to finish the task on allotted time (Pooler, J. A., (2018).
Distribution channel management: Distribution channel have various
responsibilities like transferring the product to its ultimate consumer and storing the product
safely so that spoilage and damage can be reduced. They basically act as middleman who
connects the producer to the consumer and help the company to maximise their sales.
Burberry company have different distribution to carry on the task depending on the time, they
use direct and indirect channel. They also have warehouse to keep the products and at the
same time they need to ensure that quality of the product is maintained over a period of time.
Company also use digital media to make the experience of the customers lighter. They
provide all the contact details about the help centre so that customer can reach out in case of
any queries.
Promotion: It affects the sales of the company directly. So it is the most important
part of organisation. Here the customers are made aware about the product offered by the
company via advertisement in digital platforms (Pooler, 2018). The aim is to reach more and
more public to increase market share. Burberry company use promotion to advertise digitally
to convince customer to make purchase and brand endorsement is done so that more customer
attention can be gathered and sales can be increased.

Marketing information system: Burberry company works on analysing the market
information so that they can provide customer with what they are looking for in the product.
The main focus is to satisfy them and gain more customers and relationship through meeting
their needs and wants.
Customer support service: Burberry provide customer with customer support also so
that they can seek help of the staff if they need it. The support is provided in online platforms
and even there are some offline physical stores for the same (Perreault, W. D., (2018). So
these all are done carefully by Burberry to satisfy the customer and extend the relationship to
long term and increasing the goodwill of the company at the same time.
Therefore, the marketing department at Burberry manages all the activities that are
related to management of products as well as services. The department makes sure that the
products are priced accurately and also, their distribution is done effectively so that there is
no shortage of the same in the market. Maintaining an effective customer service is also one
of the responsibilities of the marketing department at Burberry.
P2: Define role and responsibility of marketing in relation to wider organisation context
There exist diverse department within the organisation who perform different roles as
well as responsibility. The basic motive of these authority is to achieve predetermine
objective of an organisation. Thus, the interrelation of marketing with other departments is
listed on below:
Marketing and human resource department: Human Resource Department is one of
the most essential departments that help in strengthening the internal functioning of an
organisation as it helps in successful management of manpower. Some of the functions
performed by human resource manager of Burberry company includes hiring of fresh talent,
maintaining all the personal details of employee, offer training and organise performance
appraisal program. Various Marketing departments comprises of the roles of sales
representative that are in direct contact with customers. Thus, it is essential for them to gain
necessary skills and knowledge so that they can build effective interpersonal and persuasion
skills (Hanlon, A., (2019). Here marketing department is interlinked with human resource
department as they helps in allocation of desirable skills to employees through positive
reinforcement techniques that helps in achieving the shared target successfully.
Marketing and production department: The role of production department is to carry
out better operations in order to successfully offer the value to customer. The marketing

department of Burberry company acts as a bridge between production department and
untapped requirement of customer. As they anticipate the changing requirement of customer
by collecting all the detail information which is further transmitted to the production
department. Adequate communication between marketing and production department helps in
better meeting the changing requirement of customer. As within clothing and apparel industry
the fashion rapidly changes so closure knowledge about customer desire helps to satisfy the
interest of prevailing customer as well as prospects.
Marketing and Finance Department: Finance department is one of the finest
departments that help in managing all the monetary transaction of an organisation. To
manage the profitability it is essential to balance the inflow and outflow of cash in order to
carry out better dealings of future (Hidayatullah, S. and et. al., (2019). Along with that budget
is an essential part of an organisation which is maintained by financial department as within
large organisations like Burberry need to effectively manage its funds in order to mitigate the
expenditure associated with unnecessary transactions. Generally, marketing department
depend upon finance department in order to gain the suitable amount of money which is
allocated for different activities such as to carry out research, perform promotion in order to
expand the overall sales of company. In case marketing department identifies the urgency to
adopt the changes so in this case assistance is seek out from financial department which look
for diverse sources of funds like internal and external in order to expand the overall sales of
entity.
TASK 2
P3: Compare the ways in which different organisation apply marketing mix in order to
achieve business objectives:
Marketing mix comprises of seven P’s of marketing that helps the company to focus
on different areas in order to effectively perform the overall functioning. It basically set out
technique that helps in better carrying out the actions of an organisation to attain long term
recognition (Malhotra, N. K., (2018). Marketing mix is not only used by an organisation to
introduce the new offering into market but it also helps to modify the existing product line by
carrying out simple modification to address the changing requirement. Comparison between
Burberry and Christian Dior based on marketing mix is listed down below:
Basis of difference Burberry company Christian Dior
Product The products of the Christian Dior is one of the

Burberry company include
apparel as well as accessory
which are exclusively
designed for the higher and
middle income group
people. It simply includes
luxury items that involve
men, women and kids
collection. To retain the
interest of customer the
company keep on launching
latest edition in order to
create the buzz in market
through its fresh arrivals
(Marketing mix of Burberry
– Burberry marketing mix,
2018).
close competitors of
Burberry company that too
is a luxurious brand and
offer quality apparel,
cosmetics items and
fashionable jewellery for
high end consumer. The data
of existing customers are
maintained and feedbacks
are encouraged that help the
company to constantly
launch the latest collection.
It acts as a stimulus that does
not let loyal customers to
switch in other brand.
Price Burberry is well recognised
premium brand due to which
the company charges high
prices for its supreme level
of offerings. Rather than
indulging into price war the
company immensely focuses
on the quality and make
significant efforts to bring
out latest collection for
which high prices are
charged. Even the prospects
are ready to pay desirable
prices for the unique
collection.
Here the company focuses
on the customer that are not
price sensitive due to which
even implementation of
higher price does not
hesitate them to make final
purchases (Marketing mix of
Dior – Dior Marketing mix,
2019). The company remain
updated about the
preferences of customer and
offer them desirable place
where they can make better
choices.
Place Burberry company operates
in home as well as host
In comparison to Burberry
company Christian Dior

countries that have helped
the company to build
worldwide image. Currently
it functions in approximately
42 countries and offer
services through retail
outlets as well as digital
media. Strong presence in
online platform has
successively help the
company to stretch operation
in diverse market
significantly (Fill, C. and
Turnbull, S., (2019).
function in more
geographical periphery that
mean across international
market. The internal
manager of company uses
digital media in order to
create the ecosystem and
reach out to the customer
within stipulated period of
time.
Promotion Different advertisement
tools including traditional
media and digital platforms
are used in order to
broadcast offering of
company in diverse
platform. Use of television
commercial, print
advertisement, social media
and use of website has
heavily attracted the
customer. Even celebrity
endorsement has created
buzz amongst the customer
that led to rapid increase in
sales.
Rather than focusing on
diverse tools the company
has selected specific tools
like creation of user friendly
website and fashion
magazine that offer detail
information of the product.
Like, Burberry company
focuses on celebrity
endorsement to deliver the
services and act as a
stimulus for interested
customers (Kumar, P. and
Mishra, J. M., (2019).
Physical evidence Proper ambience, desirable
shopping experience and
effective categorization of
product helps to maintain
As respective company
operate in diverse
geographical area but unique
experience is derived by the

favourable experience of
people.
customer due to which likely
prefer going on the same
store again and again.
People High employment
opportunity is offered by the
Burberry company as
involvement of personnel
has participated to increase
the sales of company on
regular basis. Monetary and
non monetary benefits are
offered to the sales
representatives due to whom
they maximize their
potential and achieve visible
target successfully (Nirschl
and Steinberg, 2018).
Focus is given to the skill of
people due to which training
and development session is
provided that offer value
addition and successfully
helps to maintain the image
of brand.
Process Burberry supports user-
friendly service quality with
the alternative of at least
fourteen languages, which
allow individuals of various
geographic region or
background to access
customized support and
easily access sales portal.
Christian Dior provides
services of the highest
quality and standardizes
selling processes that allow
the company to effectively
reinforce an individual's
shopping experience.
TASK 3
P4: Produce and evaluate marketing plan
Marketing plan: It includes the list of actions which needs to be done in order to
achieve the desired goals for a specific duration. Under this said duration the marketing
activity is performed successfully.

Executive summary: The company is a luxury brand. Burberry deals on various
verticals of products namely apparels, accessories, sunglasses and many more products. The
companies headquarter is situated in UK and it serve both home and foreign markets through
physical stores and online platforms. By 2018 employee count is around 9500 and the
revenue generated by the company is said to be roughly £2700 MILLION. Company is
looking to start a new product i.e; footwear’s because they have identified people are giving
more attention to their fitness than before. They see a good market to explore so they are
carrying forward with this idea.
Vision and mission: The vision of company is to fulfil various emerging demand of
customer and enhance its position by gaining long term sustainability. Talking about the
mission of Burberry's sport shoes is to maintain the quality of new product range and strong
promote the brand through various channels.
Objective: They want to capture at least 10% of market within a year.
STP Approach:
Segmentation: Company targets the high income group. Demographic segmentation
is both male and female. The company has segmented its products based on different
geographic locations, demographics as well as psychographic.
Targeting: Youth and adult are the portion which company has targeted who are
looking for premium footwear for their sports and fitness activities. People who have very
high-income levels and seek luxury in products are targeted by Burberry.
Positioning: The company thinks to position themselves as quality footwear’s via
digital ads and endorsement.
SWOT Analysis:
Strength: They can take advantage of economies of scale as it is a established
company. They should extend the product line by adding premium sportswear shoes. Due to
established goodwill it will be easier for them to promote the new product.
Weaknesses: Production department do need to be careful as any discomfort or
quality default may ruin the market for the new product. Most of the people will like to buy
shoes from physical stores as they will like to check it personally so online market will not
help in that case (Hole, Y., Pawar, S. and Bhaskar, M. P., (2018).

Opportunity: Burberry can use digital media to promote the new product. They can
communicate about it and connect with the public for the same. They can endorse the product
so that to seek the attention of the public. Email and social media can be used to enhance
communication between company and the public.
Threats: Company may take time to get established in this new product. As the
competition for sports shoes are lot more and their are companies which are already doing
well in this segment. Relationship with supplier need to be good so that quality is not
compromised and customer gets what they are expecting, any compromise here may affect
the company.
Marketing mix:
Product: Item which is produced to met the needs and wants of the customer and it
generates revenue for the company. Burberry is offering sports shoes here to the customers.
Price: Price is kept on premium by the company as the quality is not compromised. It
is the amount which the customer needs to lay to get the ownership of product.
Place: It means distribution of the products to the ultimate consumer. The company is
focusing to distribute shoes in places which are accessible to the customers. The company
also looking to tie up with some retailers to increase their scale of operation.
Promotion: It helps in brand recognition and it increases sales of the company. For
promotion Burberry is looking to use social media channels like Facebook and Instagram to
promote the products and to connect with public.
Budget:
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 4500 5000 6000 8000 9000
Investment 10500 10000 14000 14000 16000
Total 15000 15000 20000 22000 25000

Marketing outlay
Promotion 3000 3200 2800 2400
Sales publicity 2000 2800 4200 4000 5900
Direct selling 4800 5100 2800 5000 5000
Total 6800 10900 10200 11800 13300
Monitoring and controlling: The manager has the responsibility that there is
minimum deviation in actual and planned budget. They need to analyse all the external
environment and they need to control the organisational activities. Corrective measures need
to be taken if there is any deviation.
Sales Analysis
A sales analysis is an evaluating tool that can be used by an organization to examine
reports related to the sale of its products. This gives an idea about which products have been
sold well. It also helps in evaluating the overall efficiency of the sales force and measure the
effectiveness of the company’s performance. A sales analysis compares one time period to
another comparable period of the past. Not only this, a sales analysis can help in analyzing
the performance of the competitors. This involves developing strategies and implementing
them to gain a competitive advantage in the market. The business power should know about
how it is getting along against its objectives, account should have the option to investigate the
organization estimating technique and its effect on deals, and assembling should have the
option to design limit. Therefore, it can help in analyzing the overall sales of the company.
CONCLUSION
It has been concluded that marketing plays a profitable part in expanding an overall
organizational productivity. There are different marketing functions which comprise of
distinctive characteristics that help an organization to successfully manage its roles and
responsibilities. Different functions such as marketing, human resource; finance, production
etc are interrelated and is performed to fulfil an organisation’s goal. In addition, marketing
mix plays a vital role in enhancing the company's long-term sales and profits to attaining