Impact of Digital Marketing on Business Performance: A Case Study of Burberry Fashion House

This research focuses on the impact of digital marketing on the business performance of Burberry fashion house in the UK. It explores the concept of digital marketing and its effectiveness in the fashion industry. The study includes a literature review, research methodology, findings, and recommendations. The research aims to provide insights into the strategies used by Burberry to enhance its success through digital marketing.

Dissertation & PHD
Thesis

Abstract
The aim of this research is to know about the impact of digital marketing on the business
performance. Digital marketing is a form of marketing that uses internet to sell and promote its
goods and services. It is new concept that helps to attract more customers. There are various
ways through which a company can use digital tool. They are social media marketing, content
marketing, video marketing, email marketing etc. It is up to the company that which tool will
them to accomplish their goals and objectives. There is discussion related to Burberry a famous
company in fashion industry. At the starting objectives are formulated that are achieved in the
further part of the research. Literature review is done as a part of secondary research. Then
methods of conducting research and various strategies are also mentioned. It is vital to follow all
the steps of research effectively. Data analysis with the help of questionnaire and graphs is the
main pat of the research. As it helps to draw the conclusion of the research. Then the research is
being concluded and then recommendation are also provided. The conclusion helps to know that
are the objectives achieved or not. Reflection is also mentioned at the end and it tells about the
challenges faced and the experience of conducting the research.

ACKNOWLEDGEMENT
I am thankful to God for giving me ability and confidence to accomplish all the tasks that
are assigned to me. Along with that I want to thank my superiors and mentors that helped me at
every stage and guided me to complete this dissertation. They not only guided me but also
supported me, solved my problems and gave directions.
Also I am thankful to the employees of Burberry that take time from their busy schedule
and filled there responses. They have big contribution in successful completion of this resrach.
Without their help the work would not be completed.

Table of Contents
Title: “To analyse about the concept of digital marketing along with its impact on success of
fashion industry within UK.” A research project on Burberry fashion house.................................3
Chapter 1: Introduction....................................................................................................................3
Background to research topic.................................................................................................3
Background to research organisation.....................................................................................3
Research Rationale.................................................................................................................4
Research Question..................................................................................................................4
Research aims and objectives.................................................................................................5
Chapter 2: Literature Review...........................................................................................................5
Introduction to Literature Review..........................................................................................5
Conclusion of Literature Review............................................................................................9
Chapter 3: Research Methodology...................................................................................................9
Chapter 4 and 5: Findings and Discussion.....................................................................................15
Chapter 6 Conclusion, Recommendations and implication for further research...........................29
REFERNCES:................................................................................................................................32
Books and Journals...............................................................................................................32

Title: “To analyse about the concept of digital marketing along with its impact
on success of fashion industry within UK.” A research project on
Burberry fashion house.
Chapter 1: Introduction
Background to research topic
As the world is turning digital it is important for all the organisation to adopt digital ways
of marketing. As marketing plays an important role in every organisation. The new way of
marketing us the concept of digital marketing which means use of internet to attract and persuade
the customer’s (Boyd, and Koles, 2019). Marketing is related with and helps to achieve the
business objectives. There are various channels that can be used by business organisations such
as SEO, social media marketing, email marketing, content writing etc. It is now important for all
the organisations to use digital marketing in UK.
The current situation says that traditional marketing is an old concept and there is
requirement of digitalisation to the businesses. Fashion industry is at boom. The industry is able
to gain profits and attract and serve more customers. The industry is rapidly growing due to
rising needs and wants of customer’s. There is need of digitalisation to attract more and more
customers. It helps to reach more and more customer’s and persuade them effectively with the
helps of digitalisation (Cao, 2018). Digital Marketing is more impactful and it helps all the
fashion industry to become more successful. Through digital ways more customers come to
know about the trend and then attract customers. It is vital nowadays that all the organisations
use digital ways like social media marketing, email marketing and content marketing to gain the
customers. The customer’s have understood the need of digital marketing and liker the
companies that are offering digital platforms. The use of technology is increasing and that is the
reason companies are switching towards digital modes of marketing. To satisfy the customers
and to persuade the the channels of digital marketing will be helpful.
Background to research organisation
Burberry is a British luxury fashion house that has its customer’s in London, England.
The company was founded in 1856 by Thomas Burberry 165 years ago. The company
manufactures leather goods, fashion accessories, footwear, eye wear, cosmetics and fragrances.

The company is famous for designing trench coats. The company has its operations in around
421 locations. The company conducts proper research and innovate the products and services
offered at regular time period. It also helps the company to gain more and more profits. It is one
of the famous company in fashion industry of UK. Company deals in Accessories, Clothing,
Cosmetics and Perfumes. The company has its own website and is able to serve the needs of
customer’s and operate effectively. The website is user friendly and provides information about
the company (Sudha and Sheena, 2017). There are around 9892 employees of the company. The
company has its operations around the world. It is important for the company to digital ways as
that will help the company to serve and reach more customers. The revenue earned by company
are 2.63 billion. The company is gaining success due to they understand the needs and wants of
customer’s effectively.
Research Rationale
The reason and justification for conducting the research comes under research rationale.
As the environment is dynamic it is important to understand the needs and wants of customers
and to satisfy their needs and wants. There is increase in use of digital platforms to attract more
customer. Digital platforms helps to gain advantage over the competitors. But in UK companies
were facing various problems in understand the concept and the implementing the digital
strategies. It is important to conduct this research as it helps to know about the ways in which
company can use digital marketing techniques (Ozuem and Azemi, eds., 2017). The
management needs to understand the and implement the concepts of digitalisation and to bring
change. The company needs to use the ways in which digital marketing will help the businesses
to be successful. It is important to know the channels of digital marketing that will help the
company to attract more and more customers. All this is important for fashion industry to survive
effectively in the marketplace.
Research Question
To conduct the research successfully it is vital to understand the problem and have
knowledge about the scenario. It is important to address all these questions:
 Explanation about the concepts of digital marketing?
 What are the impacts of digital marketing on success of Burberry fashion house situated
in UK?
 Which are most effective methods of Burberry that enhance success in the market of UK?

Research aims and objectives
It is vital to know about the aims and objectives related to the topic. As it gives direction
so that the research is accomplished effectively. Deciding about the aim would be beneficial as
the path of the research would be clear. The objectives are to be achieved in this research. This
will help to come to a conclusion. The aims and objectives related to this topic are discussed
below:
“To analyse about the concept of digital marketing along with its impact on success of
fashion industry within UK.” A research project on Burberry fashion house.
Research objective
 To examine about the concept of digital marketing together with review of its need in
current market scenario of UK.
 To analyse the impact lead out by the digital marketing on success of Burberry fashion
house while operating within UK.
 To determine some new and more effective ways of digital marketing for Burberry to
have enhanced success within UK by the way of better promotion.
Chapter 2: Literature Review
Introduction to Literature Review
It is a survey of scholarly sources like journals, books, theses and articles that are related
to the topic of research. Literature review helps to know about the already written reviews of
various writers that will facilitate the research. It provides brief knowledge about the topic and
solving the research problem. It enhance the knowledge and information related to scenario.
Research is incomplete without literature review as it gives more and more knowledge about the
research topic. It shows the ability of researcher and how critically the information can be
understood. This helps to prevent duplication of work. Along with it help to fill the gaps that
were left before wards. The literature review is based on the objectives that are developed in the
beginning of the reasrch.
 To examine about the concept of digital marketing together with review of its need
in current market scenario of UK.
As per the point of view of Kannan, 2017, Digital Marketing is use of Internet, social media,
mobile devices, search engine to reach the customers. As the world is turning digital it is

essential for everyone to switch online. Digital tools helps to attract customers better. In digital
marketing the target group of customers is selected and then interaction goes on. The focus is to
increase two way communication between company and customer. Basically digital marketing is
use of internet to attract and engage the customer. Digital marketing helps to attract more
customers and reach them effectively. It helps to understand the needs and wants of customers
are then take actions to satisfy the customers. Digital marketing has improved the way of
communication and enhanced the interaction between customers and company. In respect to UK
the digital marketing is a booming business. It is important for a company to know and
understand the concepts of digital marketing and take actions in favour of the same. This helps
the organisation to achieve goals and objectives effectively. The companies in UK have
understood the importance of Digital Marketing. In UK it is considered that offline marketing is
a matter of past (Djafarova and Bowes,2021). To live in new era it is vital to use digital
marketing concepts and take advantage. As the social media is a platform that helps to reach
more customers as compared top traditional marketing. More people are connected through
social media and digital platforms. Through online mode whole world is connected. The digital
marketing agency is expanding since last few years in UK. Various business organisations are
switching towards digital platforms to promote their business. Along with that all this is
contributing to success of companies that are switching from traditional marketing to digital
marketing. As digitalisation is an important activity that is performed by business. Everyone has
online presence. This means that the customers can be attracted more through the social media
platforms. In digital marketing the marketer can also check the rate of conversion and then take
suitable measures to increase the conversion rate. As all the organisations in UK are turning
digital. The ones that are still following the traditional one are unable to compete in the market.
Here it is important to understand the scenario that it is vital to switch towards digital ways. To
attract more and more customers and enhances the sales of organisation it is right time to use
digital marketing. Internet has taken the concept of traditional marketing. All the organisations
that want to enhance the customer base and retain them in the organisation should use digital
marketing. It helps to remind customers about the company and increase the chances of visit of a
customer in the organisation. Digital marketing is concept that helps to attract more customers
by using internet as more and more people now have online presence.

 To analyse the impact lead out by the digital marketing on success of Burberry
fashion house while operating within UK.
According to Bala and Verma, 2018, Digital marketing is creating a positive impact on the
fashion industry. Nowadays every business organisation is planning to and is switching to digital
platforms. As there is big customer group that buys from fashion industry. Burberry fashion is a
famous fashion house in London, UK. The products offered by company are trench coats,
footwear, leather goods, fashion accessories, fragrances, eye wear, and cosmetics. The company
is able to serve various customers. Burberry has understood the concept of digital marketing and
implemented the same in the organisation. As the needs and wants of customers are changing
rapidly in fashion industry. It is helpful for the company to use digital technology and know
about the changing needs and demands. This helps them to cater the desires and expectations of
customers effectively. Understanding the trend is also facilitated through digital channels.
Having presence on social media enhances the sales of the organisation. As customers follow the
page of the company and are able to get the updates. They are persuade to buy when the find the
picture. This has helped Burberry to enhances its sales and gain more customers. As digital
marketing increases the the interaction this helps to know about review of customers. It helps to
understand if the customers are facing any problem with the product and service that is offered
by Burberry (Gazzola, Pavione, and Grechi, 2020). Digitalisation has helped the company to
take effective and on the time feedback from the customers that is helpful to take further
decisions. This helps the organisation to become customer centric. Burberry has its own website
that is easily accessible by customers. They can view and purchase whatever they want to. The
website of company is user friendly and helps customers to make the purchases easily. There is
no need to visit the stores. The online shopping has not only enhanced the experience of
customers but also saved time. People are able to buy what they like despite of there busy
schedule. Digitalisation has made it easy for customers to shop. Burberry spends around 60% of
the marketing budget on digital marketing. The company has presence over social media
platforms that helps company to attract more and more customers. The company mainly focuses
on social media channels like Twitter, Facebook and Instagram and forms strategy based on
that. Burberry comes in top 3 most followed fashion luxury brands. The digital presence has
helped company to gain advantage over competitors. This is helpful for Burberry as social media
presence has enhanced there customer base and the sales of the company is also increasing. The

company's popularity has enhanced due to there availability of social media platforms. There are
various companies in fashion industry. So to gain lead and serve more customers it is vital to
understand there needs and wants. Digitalisation has also helped company to know about the
current trend. Then it helps the company to attract more customers and serve them.
 To determine some new and more effective ways of digital marketing for Burberry
to have enhanced success within UK by the way of better promotion.
As per the analyses of Herhausen, and et. al., 2020, digital marketing is a effective way
that has helped Burberry to become successful. Digital marketing has helped company to attract
more customers and understand the trend in the market. It is vital for all the organisation to
understand the concept and use digital ways. The company already has presence on social media
platforms like Facebook, Instagram and Twitter. That has helped company make a strong
present. To become more successful and attract more customers Burberry can make its presence
on You Tube, LinkedIn as these platforms also helps in attracting customers. Social media is a
good platform that helps the company to know about the trend and take suitable measures to
attract and serve the customers effectively (Zhang, Zhang and Zhou, 2021). Another way that
can be used by Burberry is content marketing as it helps the company to post effective content on
website that also helps the company to gain success. Creative and attractive content on website is
blessing for the website. As creative content will make the website effective and attract more and
more customers. Email Marketing is yet another way to attract more customers. This is done by
sending regulars email to the customers (Hanlon, 2018). This increases the personal touch and a
customers feel that the company remembers them. Through email marketing all the offers that
are launched by the company. They can communicate the information related to new stock and
related information. Influences marketing is a way through which company promotes the brand
by an influential person. This helps to influence the persons. As Burberry is a famous company
in fashion industry. This attracts the customers and influence them. The customers follow the
influencer and that enhances the sales of the company. Another way that can be used by
Burberry is video marketing . This will attract the customers and as customers are more
influenced through video. It creates good impact on the potential customers as well as it will help
to attract other individuals. It is said that these videos create more impact on the customers. As
the company has its own website it is important to post updated information on the website. It
creates good impact on the customers. The website should be formulated in a manner that is user

friendly. Another effective way that can be used by companies to successfully market there
products and services. Re-marketing is a way of marketing the content again (Chan, Ngai, and
Moon, 2017). The tradition marketing is re marketed as content marketing this helps company to
attract more customers and serve them effectively. These are the ways in which company can use
various ways of digital marketing and attract customers. No doubt Burberry has formulated a
strong image in the market and using digital marketing tools effectively. The above mentioned
tools will helps the company to attract more customers and also to gain advantage over the
competitors.
Conclusion of Literature Review
From the above literature review it can be concluded that digital marketing is playing an
effective role in the market of UK. Customers have learnt about the conce4pt are demanding
digitalisation by the companies operating. As the competition is rising it is equally vital for
companies themselves to switch he digital modes. The fashion industry is at boom in United
Kingdoms. The traditional marketing strategies are not enough to attract customers. The scenario
is changing and the same is expected by the companies to become successful (Soomro, 2019).
Burberry has gain advantage by using digital marketing company is able to serve more
customers. As the company operated in global market social media marketing helps to reach
more and more customers and persuade them. The company is able to understand the needs and
wants of customers effectively through digital channels. Burberry already has presence on some
social media platforms like Facebook, Instagram and Twitter. To gain more customers the
company should also make presence over You Tube, LinkedIn. Along with that video marketing
will also helps the company to attract more and more customers. Content marketing would also
help the company to persuade the customers. These are some of the ways that will benefit the
company.
Chapter 3: Research Methodology
The method of conducting research is called research methodology. It tells about the
steps in which research can be conducted. It helps the researcher to compete the research
effectively. It tells about the ways of conducting the research. Along with that to complete the
work on time it is important to complete the research on time. Research methodology is very
helpful for conducting research because with the help of research methodology they can easily

achieve their desired result. It is identify that this report need a good research methodology. it is
nit a easy task because it need expertise knowledge which is able to conduct survey in order to
find the result (Moore, 2021). Methodology helps them to identify the result so that they can
make right findings and interpretation. The whole research report is depend on the accuracy of
creaser methodology. This research gives the idea of digitalisation in business world. It is the
process or procedure which use to identify the need of this research and then collect data and
information in order to complete this research.
Research Philosophy: It is a way in which the data should be collected and analysed.
The two types of research philosophy that are widely used are positivism and interpretivisim. In
positivism things are understood in an objective way. In includes the beliefs by the person. In
positivism the point of view of the researcher is discussed. In contrast in interpretivism the
review already done is studied and there is transparency and the information is evaluated
effectively. So for conducting this research interpretivism is used as it saves time. The positivism
research philosophy can not be used as it takes time and research will take go for long.
Research Approach: The procedure and steps of completing the research comes under
research approach. It helps to conduct the research effectively by following all the steps one by
another. The two categories of research are inductive and deductive. In inductive approach all the
concepts are properly examined. In deductive approach the research is based on scientific
investigation (Acharya, Pereira, and Singh, 2018). For completing this research inductive
approach is being used as the information gathered is positive. Along with that it helps to gain
authenticated details about the research topic. Deductive approach can not be used as the
findings do not give reliable data.
Sampling: It is a method of selecting some individuals from the overall population. As
the universe is so big and all the individuals can not be asked. It is a method of dividing the
heterogeneous population into homogeneous groups. There are various methods of sampling that
are used by different researchers in various researches. The methods are like judgemental
sampling, stratified, systematic,and random sampling (Yang, Song, and Tong, 2017). To
complete this research simple random sampling is done as the information is collected from the
employees of the organisation as they are the one that have accurate information about the
company. It helps to complete the research on time and collect information from the employees.
A sample size of 150 employees have been selected randomly. As the employees will answer the

questions and will provide the information related to impact of digital marketing on the
company.
Data collection: It is one of the most efficient step of a research as the data is collected
in this step. There are two ways of collecting the data that is primary and secondary. First hand
information is gathered in case of primary research. As the data is collected by the researcher.
Primary method includes questionnaire, interviews etc. This helps to collect the data and the data
is authentic when it is collected through primary sources. Another method of collecting data is
secondary method. It includes point of view of authors that have conducted study in the same
field. It includes the study of already published articles, journals, books and newspapers. To
complete this research and collect data for evaluation both primary and secondary method of data
collection have been used (Nyagadza, 2020). As the primary source assures the authenticate of
the data secondary saves time and cost. It is important to use both methods to conduct this
research appropriately. The data collected through secondary source is not that reliable as
compared to primary data. The researcher should decide and know about the method that can be
best suitable for the research. The success of research depends on the the method through which
data is collected. In the current research both the methods are required. As is is important to get
information about the already done reviews and articles will help the researcher and make the
study easy.
Research instruments, strategies or techniques: For primary research questionnaire is
being formulate. The sample size is 150 so point of view of 150 employees has been gathered to
find out the results. In respect to secondary research literature review is done. Combination of
both the research methods will help the researcher to complete the research effectively. Primary
data will help to enhance the reliability of the data and will make the research more
authenticated.
Q1) Do you understand the concept of digital marketing?
a) Yes
b) No
Q2) According to you, Is it important for an organisation to use digital marketing?
a) Yes
b) No
Q3) Are you aware about the role of digital marketing in fashion industry?

a) Agree
b) Disagree
Q4) What are the benefits of digital marketing?
a) Attract more customers
b) Competitive advantage
c) Brand recognition
d) Wider market coverage
Q5) What are the methods that are used by Burberry in respect to digital marketing?
a) Social media marketing
b) Content marketing
c) SEO
d) Website
Q6) Is there positive impact of digital marketing?
a) Yes
b) No
Q7) As per your knowledge is there any need to replace the concept of traditional marketing?
a) Yes
b) No
Q8) What are the reasons why traditional marketing is not much effective?
a) It is old concept
b) Unable to attract customers
c) Fail to build relationship
d) Limited scope
Q9) Is any training provided to employees related to digital marketing?
a) Yes
b) No
Q10) According to you what is the impact of digital marketing?
a) Increase in business performance
b) Increase in customer base
c) Increase in market value
d) Increase productivity

Q11) Is the management team doing efforts to use digital marketing?
a) Agree
b) Disagree
Q12) What are the challenges that faced by Burberry in order to promote their goods and
services?
a) Reach a global marketplace
b) Interaction with customers
c) Tracking
Q13) Do you think that Burberry can overcome the challenges with the help of digital
marketing?
a) Agree
b) Disagree
Q14) According to you, what are the new and more effective ways of digital marketing that can
be used by Burberry for better promotion?
a) Presence of all social media platforms
b) Content marketing
c) Email marketing
d) Video marketing
Q15) What are your recommendations that can be used by company for better promotion with
the use of new digital marketing tools?
Research Ethics: Ethics plays a vital role in completion of the research project. It is
important to know about the ethics and follow all the moral values that should be taken care
while doing the research. As the review of literature is done it is important to maintain
confidentiality (Pal, Shen and Sandberg, 2019). It is important to assure that the data collected is
authentic and reliable. If all the ethics are followed there are less chances of problem in future
and will help the researcher in future. It also helps to gain correct outcomes. By following all the
ethics and moral values the researcher will be able to accomplish the analysis and conclusion
effectively.

Research Limitation: Researcher faces various problems while performing the research.
As it is not an easy task to decide the aims and objectives. This causes problem and the results
are not achieved effectively. As the result of the research depends on the aims are set.
Research reliability and validity: As the data is collected through questionnaire. The
validity and reliability of the research is dependent on the questionnaire. It is important to
conduct the research in a way that helps to gain the data in an authentic manner. As the data is
collected from the employees the data is reliable (Trivedi and Trivedi, 2018). As the data is
collected there are two ways of collecting data that is primary and secondary. It is important that
the secondary data is used it is important right sources for collecting the data as success of the
research depends on the way data is collected. It is important to identify the manner in which the
work is done effectively. The methods of secondary and primary research are described below:
Costs: The cost is important to be analysed. It is vital to know the amount that is spend on
the project activities. As it is important to analyse the required amount of money for conducting
the research properly. As if there will be lack of money in between this will cause problem for
the researcher. The main part where the money is spend lies in primary data. As the data is
collected by the the researcher itself. The money is not spend more in case of secondary data.
The money should not be spend where there is no requirement. So it is vital to identify the
requirement of money that is required to complete the research.
Resources: There is requirement of various resources and by having the resource the
researcher is able to complete the work successfully. It helps to get positive outcomes from the
research. All these resources are essential for the researcher to conduct the research effectively.
Time Scale: It is important to decide the time in advance and complete the research
within the time frame. Gantt Chart helps to decide the time and achieve all the work as per the
deadlines. It is vital to divide the work and assign time in which the task can be completed so
that the research is completed effectively. Gantt chart and WBS Structure is attached below:

Access: There are various resources that are required to complete the research. As
gathering the data and collecting the information is requires various resources. It is important
that the researcher has access to all the resources that are required. It will help to collect and
interpret the data (Rahman, and Mannan, 2018). As the investigator needs qualitative study and
it is important to collect the data.
Ethical issues: If the data is collected without following the ethics there are chances of
ethical issues. It is important to take care of various factors to manage and conduct the research
effectively. The various factors that need to be studied are confidentiality, carefulness, consent,
integrity and honesty and many more. By following and taking care of all these points will help
the researcher to compete the research without any problem. Also it will help to conduct they
research in an systematic manner and ethical way. It will help the researcher to not face any
problem in future.
Chapter 4 and 5: Findings and Discussion
It is important to analyse the data in a systematic manner. Quantitative research is used in
this report to analyse the data. Content analysis is used to analyse the data. It is a techniques that
comes under analytical technique and covers all the aspects of the research. All the important
features are taken into consideration such as visual, textual or aural material. It assists in
analysing the gathered data effectively. To analyse the data table is formulated and is described
underneath.
Theme: The concept of digital marketing
Q1) Do you understand the concept of digital marketing? Frequency
a) Yes 110
b) No 40

Theme: Importance of digital marketing
Q2) According to you, Is it important for an organisation to use digital
marketing?
Frequency
a) Yes 120
b) No 30
Theme: Role of digital marketing in fashion industry
Q3) Are you aware about the role of digital marketing in fashion
industry?
Frequency
a) Agree 100
b) Disagree 50
Theme: The benefits of digital marketing
Q4) What are the benefits of digital marketing? Frequency
a) Attract more customers 50
b) Competitive advantage 20
c) Brand recognition 40
d) Wider market coverage 40
Theme: Methods that are used for Digital Marketing
Q5) What are the methods that are used by Burberry in respect to
digital marketing?
Frequency
a) Social media marketing 90
b) Content marketing 10
c) SEO 10
d) Website 40
Theme: Impact of digital marketing
Q6) Is there positive impact of digital marketing? Frequency

a) Yes 120
b) No 30
Theme: The need to replace the concept of traditional marketing
Q7) As per your knowledge is there any need to replace the concept of
traditional marketing?
Frequency
a) Yes 100
b) No 50
Theme: Reasons why traditional marketing is not much effective?
Q8) What are the reasons why traditional marketing is not much
effective?
Frequency
a) It is old concept 50
b) Unable to attract customers 30
c) Fail to build relationship 20
d) Limited scope 50
Theme: Training provided to employees related to digital marketing
Q9) Is any training provided to employees related to digital
marketing?
Frequency
a) Yes 100
b) No 50
Theme: The impact of digital marketing
Q10) According to you what is the impact of digital marketing? Frequency
a) Increase in business performance 60
b) Increase in customer base 40
c) Increase in market value 30
d) Increase productivity 20

Theme: Efforts to use digital marketing
Q11) Is the management team doing efforts to use digital marketing? Frequency
a) Agree 120
b) Disagree 30
Theme: The challenges that are faced by Burberry in order to promote
their goods and services.
Q12) What are the challenges that are faced by Burberry in order to
promote their goods and services?
Frequency
a) Reach a global marketplace 60
b) Interaction with customers 60
c) Tracking 30
Theme: The challenges with the help of digital marketing
Q13) Do you think that Burberry can overcome the challenges with
the help of digital marketing.
Frequency
a) Agree 130
b) Disagree 20
Theme: The effective ways of digital marketing that can be used by
Burberry for better promotion.
Q14) According to you, what are the new and more effective ways of
digital marketing that can be used by Burberry for better promotion?
Frequency
a) Presence of all social media platforms 50
b) Content marketing 20
c) Email marketing 50
d) Video marketing 30

Theme: The concept of digital marketing
Q1) Do you understand the concept of digital marketing? Frequency
a) Yes 130
b) No 20
Interpretation: It is analysed from the above graph that 130 out of 150 employees know and
understand the concept of digital marketing and that is beneficial for the organisation. The rest
20 employees are not aware about the digital marketing and they should be made aware. As it is
important that all the employees know about the updated technology and strategy used by the
company.
Theme: Importance of digital marketing
Q2) According to you, Is it important for an organisation to use digital
marketing?
Frequency
a) Yes 120
a) Yes
b) No

b) No 30
Interpretation: From the above graph it can be interpreted that the importance of digital
marketing is known and understood by 80% of the sample size. It is beneficial for the
organisation as the employees know the importance they will work to accomplish the goals and
objectives in the manner that is effective for the organisation. The 20% employees do not know
about the importance should be given information for the same.
Theme: Role of digital marketing in fashion industry
Q3) Are you aware about the role of digital marketing in fashion
industry?
Frequency
a) Agree 100
b) Disagree 50
a) Yes
b) No

Interpretation: It is ascertained that 100 out of 150 employees are aware about the role of digital
marketing in fashion industry. It is important that the role and importance of digital marketing is
known to the employees. The 50 employees are not aware about the impact of digital marketing
in the fashion industry. There is direct impact of digital; marketing in success of fashion
industry. So they should be taught the same.
Theme: The benefits of digital marketing
Q4) What are the benefits of digital marketing? Frequency
a) Attract more customers 50
b) Competitive advantage 20
c) Brand recognition 40
d) Wider market coverage 40
a) Agree
b) Disagree

Interpretation: From the above graph it is determined that the 50 employees believe that digital
marketing helps to attract more customers towards the organisation. 20 out of 150 employees
have a view that it helps to gain competitive edge. 40 out of 150 believe that digital marketing
helps in brand recognition of the company. The rest 40 employees say that it helps to cover wider
market.
Theme: Methods that are used for Digital Marketing
Q5) What are the methods that are used by Burberry in respect to
digital marketing?
Frequency
a) Social media marketing 90
b) Content marketing 10
c) SEO 10
d) Website 40
a) Attract more customers
b) Competitive advantage
c) Brand recognition
d) Wider market coverage

Interpretation: There are various methods of digital marketing. It is determined from the above
graph that 90 out of 159 employees believe that social media marketing is used by the company
as a way of digital marketing. 10 out of 150 said that content marketing is used by the
organisation. 10 out of 150 said that SEO is used by them as a form of digital marketing. The
next 40 believe that website is used by the company as digital marketing.
Theme: Impact of digital marketing
Q6) Is there positive impact of digital marketing? Frequency
a) Yes 120
b) No 30
a) Social media marketing
b) Content marketing
c) SEO
d) Website
a) Yes
b) No

Interpretation: It is important to know about the impact of digital marketing. As per the view
point of employees 120 out of 150 employees believe that there is positive impact of digital
marketing. The remaining 30 out of 150 do not believe that there is positive impact of digital
marketing. It is important to know the reason why the believe that there is negative impact of
digital marketing.
Theme: The need to replace the concept of traditional marketing
Q7) As per your knowledge is there any need to replace the concept of
traditional marketing?
Frequency
a) Yes 100
b) No 50
Interpretation: From the above graph it is analysed that 100 out of 150 employees agree that
there is need to change the concept of digital marketing and switch to digital marketing. The rest
50 out of 150 employees are still in favour of traditional marketing.
Theme: Reasons why traditional marketing is not much effective?
Q8) What are the reasons why traditional marketing is not much
effective?
Frequency
a) Yes
b) No

a) It is old concept 50
b) Unable to attract customers 30
c) Fail to build relationship 20
d) Limited scope 50
Interpretation: From the above data and graph it is determined that 50 out of 150 employees
believe that traditional marketing is an old concept and should be changed. 30 out of 150
respondents said that they are unable to attract customers. 20 out of 150 employees believe that
traditional marketing due to traditional marketing they are unable to build relations with
employees. Also the rest 50 out of 150 employees are of the view that traditional marketing has
limited scope.
Theme: Training provided to employees related to digital marketing
Q9) Is any training provided to employees related to digital
marketing?
Frequency
a) Yes 100
b) No 50
a) It is old concept
b) Unable to attract
customers
c) Fail to build
relationship
d) Limited scope

Interpretation: It is seen that digital marketing is a new concept. From the above data is
analysed that 100 out of 150 respondents said that they are provided training for digital
marketing. The next 50 out of 150 employees said that they were not given training for digital
marketing.
Theme: The impact of digital marketing
Q10) According to you what is the impact of digital marketing? Frequency
a) Increase in business performance 60
b) Increase in customer base 40
c) Increase in market value 30
d) Increase productivity 20
a) Yes
b) No

Interpretation: From the above graphs it is analysed that 60 out of 150 employees said that the
business performance increases due to digital marketing. 40 out of 150 employees believe that
digital marketing helps to increase the customer base of the company. Another 30 out of 150
respondents said that it increases the market value of company. The rest 20 out of 150 employees
were of view point that digital marketing increases the productivity of the organisation.
Theme: Efforts to use digital marketing
Q11) Is the management team doing efforts to use digital marketing? Frequency
a) Agree 120
b) Disagree 30
a) Increase in business
performance
b) Increase in customer base
c) Increase in market value
d) Increase productivity
a) Agree
b) Disagree

Interpretation: It is analysed that management is doing hard work to implement digital
marketing. 120 out of 150 employees are in the favour that management is doing efforts. Rest 30
employees said the management is not doing efforts to use digital marketing.
Theme: The challenges that are faced by Burberry in order to promote
their goods and services.
Q12) What are the challenges that are faced by Burberry in order to
promote their goods and services?
Frequency
a) Reach a global marketplace 60
b) Interaction with customers 60
c) Tracking 30
Interpretation: It can be interpreted from the above data that 60 out of 150 employees believe
that they are unable to reach global marketplace. Next 60 out of 150 employees said that they
were facing problem of interaction with customers. Also the rest 30 employees believe that there
was challenge of tracking that is faced.
Theme: The challenges with the help of digital marketing
Q13) Do you think that Burberry can overcome the challenges with Frequency
a) Reach a global marketplace
b) Interaction with customers
c) Tracking

the help of digital marketing.
a) Agree 130
b) Disagree 20
Interpretation: It can be interpreted that 130 respondents out of 150 believe that digital
marketing is helpful to overcome the challenges with the help of digital marketing. The rest 20
employees believe that they will not be able to overcome the challenges. It is important to switch
to digital marketing as it is important at this point of time. It is seen that it is important for all the
organisations to use digital marketing concepts.
Theme: The effective ways of digital marketing that can be used by
Burberry for better promotion.
Q14) According to you, what are the new and more effective ways of
digital marketing that can be used by Burberry for better promotion?
Frequency
a) Presence of all social media platforms 50
b) Content marketing 20
c) Email marketing 50
a) Agree
b) Disagree

d) Video marketing 30
Interpretation: It is determined that 50 out of 150 employees believe that social media platforms
will help the company to promote its goods and services effectively. 20 out of 150 said that
content marketing will be helpful. The next 50 out of 150 employees said that email marketing
will be helpful. The 30 respondents said that video marketing will help the company to promote
their goods and services.
Discussion on the basis of literature review
From the literature review it can be concluded that Digital marketing is a concept that
uses internet to promote the goods and services of the company. It is important for all the
companies in today's time to use digital platforms to promote their goods and services. It is also
seen that there is need of digital marketing in United kingdom. As all the people have understood
the importance of digital tools and switching towards digital mode to purchase goods and
services. As it is seen and believed in UK that traditional marketing is an old concept. The scope
for digital marketing agency is enhancing in UK. There are various tools of digital marketing that
a) Presence of all social
media platforms
b) Content marketing
c) Email marketing
d) Video marketing

helps the company to attract more customers. In UK it is believed that those who use traditional
marketing are unable to become successful. Digital marketing is helpful as it has wider reach and
attracts more and more customer’s. Fashion industry is at boom in UK. It is seen that in fashion
industry it is now important to use digital platforms. So it is important for the company to know
the available options that company can use. The trend of digital marketing is enhancing and will
help the company to become successful. Customers like to order online and want delivery at their
doorsteps. The company has its own website from where they can order and that is also easy to
use. It is seen that Burberry spends 60% in digital marketing. The company has presence over
social media platform. Along with that by using these platforms company is able to gain
advantage over the competitors. It is important and effective for organisation to use digital
marketing.
Digital Marketing has helped Burberry to enhance the profitability position and to
enhance the customer base. The company uses various strategies to attract customers through
online platform. The other important strategies that can be used by Burberry to attract the
customers are content marketing. As it will help the company to engage towards the
organisation. E mail marketing helps the customers to feel personal touch and they come to know
about the offers and discounts that are available. Customers are attracted more through video as
it helps them to remember the things better. It is another way called video marketing that helps to
attract customers by creating an image in their minds. It is important for a company to adopt new
and innovative methods to that help them in promoting the organisation better. It is equally
important to keep the website updated so that the customers are able to purchase goods and
services. Digital marketing is new and innovative concept that is adopted by Burberry and it
helps them to attract more customers.
Chapter 6 Conclusion, Recommendations and implication for further
research.
Conclusion: From the above research it can be concluded that digital marketing plays an
important role in ever organisation. It is seen that In UK traditional marketing is updated with the
concept of traditional marketing. In regard to Burberry the company used the concept of digital
marketing that helps them to serve more customers and promote their goods and services
effectively. It is seen that most of the employees of the organisation are aware about the concept
of digital marketing and the company provide them training related to the ways to implement

digital marketing in the organisation. It is analysed that the fashion industry needs to take
innovative measures to attract more and more customers and is conducting proper research to
implement various strategies related to digital marketing. Burberry is able to gain many benefits
by using the concept of digitalisation. As per the employees the main benefit associated is that
they are able to attract more and more customers. They also believe that it helps to rise the
awareness among the people. There is positive impact of digital marketing on the customers and
on the society. It then helps Burberry to attract more customers. It is seen that it is important for
all the individuals that are related to company should know about the ways in which the digital
marketing is followed by the company. The concept of digital marketing and its implementation
helps Burberry to enhance its business performance.
Recommendations: It is seen that the company is using various tools of digital marketing
to enhance the performance of the business. Here are some of the recommendation that will help
Burberry to focus more on performance of the company are mentioned below:
 Conduct proper research and development related to digital marketing and its impact on
the business. It is important that the performance is measured and monitored,. Burberry
should monitor the performance like are they able to enhance the profitability position by
using the digital platforms.
 Some of the employees of the company are not aware about digital marketing and its
benefits. Also there is requirement to train the employees about the new technology. It is
suggested that the employees should be provided training related to digital marketing.
Also the company should hire new people in the marketing team that will work
effectively and help company to enhance its profitability situation.
 The company is using social media marketing and is able top earn profits. It is equally
important for them to use other ways of digital marketing like video marketing as it helps
customer to remember better. They should also use e-mail marketing and make the
customers aware about the discount and offers personally.
 The company should also take care about the innovative trends in the market. As it is one
of the famous company in fashion industry of UK. It is vital for them to provide the
goods according to the trend in the market. This will help company to enhance sales.

Reflection: It is a privilege fore me that I have given opportunity to conduct the research
related to this topic. It has helped to know more about digital marketing and its impact on the
performance of business. I come to know about the various sources of digital marketing. This
report developed my skills in relation to research. There are various methods of conducting the
research and it is important to follow the appropriate steps while conducting the research. At the
initial phase I faced various problems while doing this project. But gradually I understood the
way and I am grateful that I am able to conduct the research successfully. There was lack of time
and money for this project. I used primary method to collect the data and analysed it. Point of
view of employees plays an important role success of the project. They are internal to the
organisation and have correct knowledge about what is going on in the company. Some of the
respondents neglected to give answer so my convincing skills helped me to take there responses.
I took care of all the ethics and moral value while completing this research. I developed critical
thinking and data analysis skills while completing this research. Along with that this project has
enhanced my confidence and assure that I will use all the skills developed in future while
completing another research.
Alternative Research Methodology : To conduct this research I have used questionnaire
as it takes less time and money. The data is collected through primary source so that it is more
reliable and authenticated. But if there was more time and money I could have used online
survey that helps to take point of view of more people. But that requires more time and money.

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