Marketing Plan for Burberry: Strategies, STP, and Innovations

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.