Introduction to business

Learning outcome 1

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Element of marketing mix (Promotion Strategy)
Marketing mix is a management tool that is used to
make effective strategies for main elements and
factors on which the overall success and viability of a
product depends. The main elements of marketing
mix consist of place, price, product and promotion to
ensure right strategy as per the needs and
requirements of target customers. The current poster
consists of detailed information about the promotion
element of marketing mix in context of Burberry
Company.
Promotion- This element of marketing mix is
associated with all activities and strategies that are
undertaken by an organisation to create awareness of
its product and services through effective means of
communication and promotion in order to attract
larger number of customers.
Burberry is a luxury apparel brand that mainly
concentrating on innovative and functional
outerwear thus it focuses on tremendously on its
marketing and promotion activity to attract and
cater larger number of customers.
The promotion strategy of Burberry consists of
advertisements with the help of high class
magazines in order to target specific high class and
elite audience. Further, all types of promotion like
TV ads, online ads, print ads, billboards etc are
used by Burberry for promotion in order to cater
attention of customers along with effective use of
social media marketing and digital marketing to
communicate their brand message more easily with
customers
Besides this, celebrity endorsements is also form a
vital part of promotional strategy of Burberry that
consist of celebrities like Kate Moss, Agyness Deyn
along with adoption of digital technology that is a key
factor for success of promotional strategy of
Burberry.
REFERENCES
Books and journal
Dost, F. And et. al., 2019. Seeding as Part of the
Marketing Mix: Word-of-Mouth Program
Interactions for Fast-Moving Consumer
Goods. Journal of Marketing, 83(2), pp.62-81.
Kumar, A., Shankar, R. and Aljohani, N. R., 2019. A
big data driven framework for demand-driven
forecasting with effects of marketing-mix
variables. Industrial Marketing Management.
Online:
Burberry Marketing Mix (4Ps) Strategy. 2020.
[Online] Available Through:<
https://www.mbaskool.com/marketing-mix/pro