Marketing Strategy of Burberry: Analysis and Recommendations

This report analyzes the marketing strategy of Burberry, including STP analysis, 4 P's of marketing, relationship marketing strategies, and recommendations for improvement.

MARKETING

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
STP Analysis ...............................................................................................................................3
4 P'S of marketing. ......................................................................................................................4
Relationship marketing strategies ..............................................................................................6
Recommendation to improve marketings strategy- ....................................................................7
CONCLUSION ...............................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing refers to the art of the company being adopted to reach to the end customers
more effectively and efficiently. It is being essential as it helps in getting the valuable insights
about the requirements of the customers and delivering the goods and services accordingly to
satisfy the same. Burberry is a multinational house being headquartered in London which
provides wide variety of fashion wears for all the segments which includes trench coats,
footwear, fashion accessories, cosmetics and others (Burberry, 2020). Present report will
analyse into STP analysis and will brief into the marketing mix ,focus on 4 P's with assess to the
relationship strategy of marketing and will provide few recommendations.
MAIN BODY
STP Analysis
This part explains with segmentation, targeting and positioning of Burberry where the
segmentation of the company accounts with where the demographic segmentation of the
company is being focus on both men and women. The customers who are between the age group
of mainly 18-45 with good disposable income also fall into the segment considered by the
organization. .
The company segmentation leads with the elite fashion for males and females in the
segment which is being premium and those who appreciate the timeless and Smart classic style.
Where the company psycho graphic segmentation leads with those who are being highly
interested in the fashion trends and accounts to adopt the same in their lifestyle which leads to
serving with their status symbol . The company geographic segmentation also implies with
having its stores all across the globe that are being highly populated and leads with huge traffic
areas. This leads with having segmentation with huge income level . As the company specialises

with selling trench coats, it has realised that it cannot sold it to countries with hotter climates as
a result expanded its range of products all across (Sukma, Lubis, Utami, 2019).
The company has multi- segment targeting where with some of the product of the
company they target several individuals. For example, with the trench coat where men can be
seen as wearing one so that can a women be which means it can be utilised by both males and
females. Customers of high end companies leads to take there buying habits personally and the
want it to be treated in the best of the ways.
Company target with effective marketing and branding strategy and with spread of
positive word of mouth. It accounts with targeting more with youth who are being highly
fashionable.
Its target segment is designed for both males and females which is being highly
dominated by the target audience which is mainly females and who have disposable income
which is being high.
The company has its own range of children wears which can appeal to the parent but are
likely to be the people from wealthy and rich backgrounds.
The company has positioned in the minds of the target customers to be functional luxury
where it positions by having a line of product with great width and depth consisting of many
products. The company accounts to position by conducting various activities of marketing which
helps in getting large number of customers base whereby the company leads to deliver the
message that its products and services are of high quality with the prices which are being
affordable to its customers (Wuryandani,Ismoyowati, Nugrahini, 2018). It leads with
positioning itself in the minds of the target customers by organising various contest, others
giving away of free sample as a result accounts to build favourable brand image of the company.
The company has positioned itself by product attribute and benefit strategy where it
associates its brand and products with various certain characteristics and with various beneficial
value . It also accounts with positioning with product pricing strategy where it associates its
brand with competitive pricing strategy.
The company also adopts to position itself by providing after sale services to its target
customers where it accounts to solve the queries of its potential customers. The company is also
leading to shift towards ultra luxury positioning which accounts with playing in the most
rewarding, segment which is being enduring in the marketplace

4 P'S of marketing.
This part explains with product, price, place and promotion of the Burberry.
Product-
Burberry specialises in fashionable wears which are being appreciated worldwide
because of its exquisite materials and designs which is being distinctive. Its trench coat which
was being designed by the owner himself is still one of the best selling product of the company.
The company products are being known for the smart thinking as there are several brands
which are being water resistant and fabric that is being breathable. The durability and quality of
the product along with its attractive design is what makes the product of the company the best in
the international market. The special attention is being given to fabric of the product of the
company. The company also specialises in accessories such as leather goods like wallets for men
and bags for women. Women wear is the main and best section as half of the sales revenues is
being generated from this segment where the outwear of children is being equally popular among
the target audiences (Blut, Teller, Floh, 2018).
Place-
According to the recent data Burberry stores are being located approximately in nearly
more than five hundred location which are being spread all around the world majorly in fifty
countries. The goods of the company are being sold though franchises which are being global in
nature, with third party dealers and through its stores which are being branded.
The products of the company are being also displayed at many premium outlets and
departmental stores. The motto of the company is one brand and one company where they are
successful in effectively utilising the brand assets by coordinating all of their stores with latest
and efficient technology available (Marketing mix of Burberry – Burberry marketing mix.2018).
The placement of the stores of the company are influential and important where the company
selects areas which are being prominent where there is ease for its target customers to visit the
same. It has its own website where all information and products are being displayed to reach to
the end customers.
Price
Since all the products goods are premium and item with luxury with excellent
craftsmanship and designs, this are being highly innovative. The pricing of the product is also
premium and competitive.

It accounts to cater to the needs of high class elite rich zone where money does not
matter much. Where the quality is being given more importance as compared to cost against the
same (Išoraitė, 2016). The pricing policy of the brand is being dependent of many other factors
where Burberry is both the global company and a luxurious brand where it has price to be
consistent and any change and discrimination in the same will result in dilution of the image of
the company. The worldwide marketing team of the company is responsible for its marketing
strategy after evaluation of market research, product demand and other.
Promotion
The promotional activity of the company has always been the core and main part of
Burberry. High class magazines and journals have been selected where the ads can be placed in
the same where the company also accounts with visual media has been utilised to highlight and
launch there product (Lahtinen, Dietrich, Rundle-Thiele, 2020). In the newly, add campaigns
where the celebrity has signed against festive campaign for the company which leads with the
huge scoop for the organisation and leads to boost up the sales revenues..
Relationship marketing strategies
This is the strategy which is being designed to foster and increase loyalty of the
customers, long term engagement and interaction with the target audiences. These are being
designed by Burberry in developing strong connection with target audiences by providing them
with adequate information. It is being directly suited with their needs, wants and interest and by
encountering to promote for open communication.
The current tactics which gets associated with the relationship marketing strategy of the
Burberry is it adds up with prioritise the customer service where it is all being related with the
potential customers in favourable and positive manner which accounts with company offering
constant personal support to the customers. It leads with solving queries of the customer first
which helps in getting the competitive edge over the competition and helps in spreading positive
word of mouth.
It encounters with the strategy where it makes sure that employees operating in the front
desk are being friendly and supportable which in turn leads with retention and loyalty of the
customers (Caliskan, 2019).
The next tactic in relationship marketing strategy which the company implements is
promoting engagement through content marketing where as compared to paid searches this

helps the company to generate three time as many as leads. When focusing on this the content of
the company helps in getting more out of the services to its target audience. The company supply
valuable content on a regular basis which helps the customer to develop interest towards the
company offerings and loyalty towards the brand (Relationship Marketing Strategies, 2019). It
helps the company in teaching the customers how they can get more out of the products and
services of Burberry.
The company also implement in matching their approach of social media with that of
its target audience where the company strong presence on various social media platforms is
key approach of relationship marketing strategy. The company has ensured that its campaign on
social media are in accordance with that of its company brand and goals which helps in reaching
to the end customers more effectively as a result build relationship with target audience more
prominently (Özsaçmacı, Dursun, 2020).
The company also leads with the strategy of keeping email marketing at the top of
minds for greater customer retention where even if social media marketing is growing email still
has vital role to play in relationship marketing of the Burberry (Hollensen, 2019). It gives
chance to reach customers on regular and consistent basis . Posting an update to Facebook page
and others can not lead to guarantee whether the customer will respond or not. On the other
hand, when customers are checking the email, they are less likely to use other media for
engagement where the opportunity can be utilised to share the content to the target customers.
The company account to send careful mail that are being well crafted on constant basis that
helps in nurturing customer without clogging into there inboxes.
The company also build relationship in the market where it listen to the customer and
takes into consideration things which helps in getting valuable insights about how the needs and
wants of the target customers can be satisfied by launching and making improvements in
existing products and service which helps Burberry in catering the needs of its target customer in
more fruitful manner.
Recommendation to improve marketing strategy-
There are various recommendation to improve the marketing strategy of the Burberry
where firstly company needs to analyse the data which assist to fix the non productive efforts of
marketing it is being required to identify the areas of problems. The company needs to utilise the
analytical tool to determine the aspect of strategy of marketing that are being not working .

Google analytics is a best resource for seeing that whether the channels of marketing are
bringing in the traffic for the company website or not (Zhang,Tsang,Duan, 2020). It can also be
by the means of implementing surveys of seeing how customers find the business of Burberry.
The next recommendation leads with making adjustments and always having another
alternative and option which assist that if the company fails with strategy applied it has sufficient
resource to implement another strategy (Reswari,2020). It will accounts with market research
and will help the company in assessing what are the strength and weakness of the suitable
strategy of marketing for the company.
It is being recommended that to focus on top customers of the company which takes into
consideration Pareto's 80/20 rule where it implies that roughly 80 percent of customers bring in
20 percent of sales. Then remaining 20 percent brings 80 percent of sale where it is being
focused on 20 percent will helps in maximising the sales revenue. The marketing strategy should
discourage spending most of the time to please every one, and focus on striving to build lasting
and fruitful relationship with top customers (Xiao, Mao, Wang, 2020).
The company cans send out periodic information via news letter and other to keep its
customers updated on the latest goods and services. It also not means that company should start
neglecting 80 percent where the efforts of the company needs to be on regular pace to keep its
customer happy.
It is being also recommended to Burberry to stay updated with the current trends which
are being prevailing in the marketplace so as to not get behind its competitors and helps in
getting and edge over the competitors and serving the needs and wants of target customer more
better than its competitors.
CONCLUSION
From the above report it is being understood that there are various things which needs to
be considered on the end of the company to make its marketing efforts prominent and to reach to
the end customer. It leads in manner which accounts to customer actually purchasing the goods
and services of the company. It leads with doing proper research before making any marketing
strategy. The report has made to the understanding of segmentation, targeting and positioning
of Burberry with brief analysis of marketing-mix of the company that has explained four major
segments such as product, place, price and promotion and lastly explained with relationship

marketing strategy & current tactics with few recommendation to improve upon marketing
strategies.

REFERENCES
Books and Journals
Blut, M., Teller, C. and Floh, A., 2018. Testing retail marketing-mix effects on patronage: A
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Caliskan, A., 2019. Applying the right relationship marketing strategy through big five
personality traits. Journal of Relationship Marketing.18(3). pp.196-215.
Hollensen, S., 2019. Marketing management: A relationship approach. Pearson Education.
Išoraitė, M., 2016. Marketing mix theoretical aspects. International journal of research
granthaalayah.4(6).pp.25-37.
Lahtinen, V., Dietrich, T. and Rundle-Thiele, S., 2020. Long live the marketing mix. Testing the
effectiveness of the commercial marketing mix in a social marketing context. Journal of
Social Marketing.
Özsaçmacı, B. and Dursun, T., 2020. A Relationship Marketing Strategy in Brand
Communication: Influencer Marketing Strategy. In Impacts of Online Advertising on
Business Performance (pp. 52-80). IGI Global.
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Decision for Giving Patient Recommendation to Palliative Care Unitin Haaj General
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Zhang, Y., Tsang, I.W. and Duan, L., 2020. Collaborative generative hashing for marketing and
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Online
Marketing mix of Burberry – Burberry marketing mix.2018[Online]. Available
through<https://www.marketing91.com/marketing-mix-of-burberry-burberry-
marketing-mix/>
Relationship Marketing Strategies.2019[Online]. Available
through<https://powerobjects.com/dynamics-365-for-marketing/9-relationship-
marketing-strategies-and-tools/>
Burberry,2020 [Online]. Available through<https://www.burberryplc.com/en/index.html>