Improving Burberry's Digital Marketing Strategy

Digital Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
Strengths and Weaknesses...........................................................................................................4
Methods to Assess Marketing Success........................................................................................6
Recommendations on how Burberry can improve their Marketing Strategy..............................8
CONCLUSION................................................................................................................................9
REFERENCES .............................................................................................................................11

INTRODUCTION
Burberry is a company operate its business operations in fashion industry. Company was
established in the year 1856 by Thomas Burberry. Headquarter of the company is located in
London, United Kingdom. Company serves a worldwide business operation comprises with
more than 490 locations across the globe. Company deals in accessories, clothing, cosmetics and
perfumes products. Burberry is a public limited company. Target customer base of company are
all fashion enthusiasts. Women across the globe are considered as the primary customer's of the
company. Company is listed over London stock exchange and it is also a part of FTSE 250
index. Company has opened its first shop in the hypermarket, London that the company has
witnessed the immense growth and currently company is having a bushiness outlets at more than
490 locations across the globe. Fashion industry is among the major competitive industry based
on the sales revenue of the sector. Company management needs to compete with various
competitors like Hermes, Kering, Prada, Christien Dior and other small business houses. All the
mentioned business houses are considered as the major competitors for the Burberry business.
Company management is keen toward launching pattern based services that has also improved
the target customer base for the company.
Currently Burberry makes use of digital channels of marketing to promote and advertise
their goods and products in the market. For these purposes Burberry makes use of social media
platform of Instagram to market to more than 17.2 million people who are following their official
page on the social media platform Instagram. Marketing through Instagram provides Burberry's
marketing team with various advantages such as the ability to promote and advertise to a large
global audience with minimal costs attached. Instagram also allows Burberry's marketing team to
advertise relevant products to interested customer base and allows for Burberry to showcase all
their products to customers in the market. Marketing through Instagram also reduces the overall
marketing costs incurred by Burberry as marketing through social media platforms such as
Instagram does not present any additional costs at all which is in dire contrast to traditional
marketing approaches which are quite expensive to use. Burberry's dedicated marketing team
regularly publishes content which is personalised to showcase Burberry goods and products to
potential customers and highlight their uniqueness and usefulness (Chaffey and Ellis-Chadwick,
2019). Burberry's marketing team also continuously interacts with their 17.2 million followers on
Instagram to build up their brand image and showcase the wide variety of products they sell to

the public in a convenient manner Burberry's marketing team uses Instagram to collect data on
the types of goods and products customers are interested in and analyses data to figure out how
Burberry's potential customers can better be marketed to in order to increase the business's
overall productivity and profitability. Burberry also uses its official Instagram page to address
customer's grievances and issues pertaining to Burberry's products in a quick and efficient
manner in order to provide fast customer service to their market share and build customer loyalty
towards Burberry.
Strengths and Weaknesses
Name:
Student number:
Name of firm: Burberry
Name of digital marketing
technology used:
Instagram
Article 1: Name of author,
title, year and journal name
(Brown, 2015)
Article 2: Name of author,
title, year and journal name
(Marko, 2019)