Marketing Plan for Burberry: Strategies, STP, and Innovations

This marketing plan discusses the strategies, STP, and innovations of Burberry, a British luxury fashion house. It includes the marketing mix, segmentation targeting, and communicational mix for the company's products.

Marketing Plan

Contents
INTODUCTION..............................................................................................................................3
Development of coherent marketing plan for a product or service provided by Burberry group
.....................................................................................................................................................3
Marketing strategies.........................................................................................................................3
STP..............................................................................................................................................4
Innovative marketing and communication..................................................................................4
Measurement and controlling......................................................................................................5
Recommendations........................................................................................................................5
REFERENCES................................................................................................................................7

INTODUCTION
Marketing is an activity of promoting products and making people aware about features
of products. This study is based on Burberry that is a British luxury fashion house whose
headquarter is in London. This study is going to discuss marketing strategies including marketing
mix, segmentation targeting and communicational mix.
Development of coherent marketing plan for a product or service provided by Burberry group
Marketing refers action of promoting as well as selling products of companies with market
research and advertising. Burberry fashion retailer provides variety of fashionable cloths, fashion
accessories, fragrances and cosmetics (Vinerean, 2017). It has numbers of departments such as:
human resource, purchasing, sales, marketing and others. It is found that marketing is one of the
main departments that help this company out in attracting customers and increasing sales as well.
Fashion retailers are facing numbers of problems due to some changes such as covid-19 so, by
preparing an effective marketing plan, kit wants to regain its image in the market. It wants to
provide new innovative products to customers. Innovative clothing and organic cosmetic is new
product for which it wants to prepare a marketing plan.
Marketing strategies
Vision: The vision of this retailer is to bring British culture and creativity to the world by
creating fashionable clothing and continuously improving them.
Marketing mix: This strategy can help customers in knowing all about its products such as:
features, pricing, places from where they can buy. It makes their buying decision easier and helps
company in knowing areas where they need to make improvements (Steenkamp, 2017).
Products: Fashionable clothing is the main product that it provides and because of its attractive
designs, people appreciate its clothing and it improves its image. The best selling item by this
retailer is: The trench coat as it is being designed by founder himself. Its collection include:
Burberry golf, Burberry London, cosmetics, children’s cloths etc.

Price: Products that it offers are unique and attractive so majority of products are luxurious. It
uses premium pricing strategy (Caliskan, Özen and Ozturkoglu, 2020). Pricing policy of this
retailer depends on numbers of factors and it is consistent around the world.
Place: This retailer is located at around 5 hundreds locations that are in 50 countries. Products of
this retailer are being sold at branded stores and via global franchises. Premium departmental
stores also display its products and customers find easier to buy (Marketing Mix of Burberry,
2016).
Promotion: It is stated that promotional activities is the main key of success of this retailer and
it gives ads in high class magazines. Festive campaign and displaying clothing is another main
promotional activity (ONDRÁČKOVÁ, 2017).
STP
As per the psychological segmentation, this retailer target at the customers from upper middle
to luxury market. It divides products on different levels. At its first level, it presents Burberry
Prorsum that is the high fashion designing and the most expensive. As per the demographic it
targets both males and females and of all ages (Ceil, 2018). Only 20% revenue is being generated
from selling of men clothing as majority of products sold to women. It is recognized premium
rather than luxury and it offers products globally.
Burberry’s use of digital marketing: In this modern era, Technology has changed the world to
the great extent and now people prefer buying products online rather going at shops. There are
numbers of advantages of making use of digital tools for both customers and companies. Los
cost, time saving, easier access are some reasons of making use of digital marketing. Due to all
these reasons, Burberry tried to create the seamless link between the physical and digital
presence and it has achieved 60% growth. It has more than 1.2 million Twitter comments with
700,000 fans on Facebook. Uses of social media platforms for promotion and selling products
helped it out in increasing sales and revenue (Olteanu, 2020).
Innovative marketing and communication
Previously this retailer used to sell formal, limited ranges of work wear but now it offers
exclusive unique features of products. As this retailer operates in numbers of countries so, it is
important for Burberry to make use of effective communicational tools. For successful launching
of its new organic cosmetic in the market it needs to make use of social media platforms, face to

face communication and telephone communication.com site and by uploading information of its
products it can grab attention of customers and motivate them for buying products. LinkedIn,
other platforms and other modes are being used by this retailer in order to communicate with
customers and all stakeholders (BORSBOOM, CASE and LAWSON, 2018).
Budget for launching new product
For launching new product and promoting existing products estimated cost of marketing will be:
Market research $60
Video advertising $130
Marketing platform $50
Software design $40
Recruitment full time 8000
On the basis of above discussed budget it can be said that this retailer mainly invest in video
advertising for promoting goods.
Measurement and controlling
It is important for Burberry to know whether it is going on the right track or not as it can help
this company out in improving all areas where it is lacking behind. For measurement and
controlling it will make take feedbacks and reviews from employees, colleagues and
stakeholders. Accordingly and after identifying all areas, it will make changes in pricing, place
and other strategies for growth and development.
Recommendations
On the basis of above discussed marketing strategy, it can be recommended to Burberry
that it should make changes in its pricing strategy as it sells its products at higher prices. Lower
and medium income group of people cannot afford it so, for increasing market share and
attracting all income group of people it needs to categorized its products and providing them at
affordable price.
CONCLUSION

It has been summarized from the above study that marketing plays a vital role as it helps
companies in making people aware about features of products and attracting them for buying
products. STP, marketing mix, communicational mix all are effective marketing strategies.

REFERENCES
Books and Journal
Vinerean, S., 2017. Content marketing strategy. Definition, objectives and tactics. Expert Journal
of Marketing. 5(2).
Steenkamp, J.B., 2017. Global marketing mix decisions: global integration, not standardization.
In Global Brand Strategy (pp. 75-109). Palgrave Macmillan, London.
Caliskan, A., Özen, Y.D.Ö. and Ozturkoglu, Y., 2020. Digital transformation of traditional
marketing business model in new industry era. Journal of Enterprise Information
Management.
ONDRÁČKOVÁ, D., 2017. Marketingová strategie vybrané luxusní značky (Doctoral
dissertation, Vysoká škola ekonomická v Praze).
Ceil, C., 2018. Burberry Case Study about Consumer Behavior. Available at SSRN 3520418.
Olteanu, L., 2020. Rebranding strategies and their boomerang effect—The curious case of
Burberry. The Journal of World Intellectual Property. 23(5-6). pp.777-797.
BORSBOOM, L., CASE, B. and LAWSON, N., 2018. BURBERRY JOUSTING FOR
REDEMPTION. LBMG Corporate Brand Management and Reputation-Masters Case
Series.
ONLINE
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