Marketing Mix, Differentiation, Segmentation, Total Products - Burberry

This report examines the marketing mix, differentiation, segmentation, and total products concept of Burberry, a multinational luxury brand. It discusses the strategies used by Burberry to develop their brand image in the market.

Marketing

ABSTRACT
Marketing is concept that is used for advertising, promoting products and services for
company. Burberry companies multinational luxury brand that used various strategies for
developing their brand images in market. This report explain about marketing mix, segmentation.
Along with also explain about total product concept with segmentation.

Table of Contents
INTRODUCTION ..........................................................................................................................4
MAIN BODY...................................................................................................................................4
Marketing Mix.............................................................................................................................4
Differentiation and competitive advantage..................................................................................5
Total products and solution offering............................................................................................6
Segmentation................................................................................................................................6
CONCLUSION ...............................................................................................................................7
RECOMMENDATION...................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing is activities that undertakes products and services for promoting. This also
includes advertising, delivering and selling of products to other business or consumer (Deepak
and Jeyakumar, 2019). Burberry is British luxury brand which includes leather goods, footwear.
Eye wear, beauty products and trench coats. This report examine about marketing mix,
segmentation, differentiation and competitive advantage. Along with this report also explain
about total products and solution that are offering.
Marketing Mix
Marketing mix helps company for being more developed and also achieve desired goals
in market with recommending the following strategies-
Products:-
Burberry company is specialized with fashionable clothes plus associated with many
unique designs. The trench coats which was founded buy them and still they are on the best-
selling in market. Company sold their variety of products which are available in having various
features which are offered to customer. Leather bags and women bad, wallets, outwear for
children that is equally popular among customer.
Place:-
The company is located at various well-developed countries around the world. The logo
of company says that One brand, One company and utilized assorted efficient source with the
latest advance technology (Wu and Li, 2018). Burberry's distribution channels are so fast along

with efficient which being used by making no mistakes. Some popular websites for selling their
products.
Price:-
Innovative designs with excellent luxurious products. Burberry is both global brand as
well luxury but in both their brand price are same. Furthermore, without disturbing their price
discrimination. The global marketing of company as their team is more responsible for heavy
demand, research on market and competitors pricing strategies.
Promotions:-
High class magazines being selected for promoting their product and services moreover
visual mass media for launching products (Ceil, 2018). Burberry also undergoes with various
sales promotion for selling their products and services with having the best quality.
People:-
In Burberry people are working as have well-trained in their stores who can easily help
their customer in solving problems. As they also play vital roles in maintaining the
improvements of products quality plus having valuable knowledge about marketing which are to
be required.
Process:-
Company make ensure that products are also available at retail stores as well to online
stores. This might be ensured their products are satisfying their customer need and demands
(Blut, Teller and Floh, 2018). Burberry need to look for innovative more product and improve
them with having efficiency process.
Physical evidence:-
Burberry selling their products and services with something different packaging. They
have online websites which is eco-friendly furthermore allow their customer for having high
quality of products to be needed.
Differentiation and competitive advantage
Burberry company strategy have decided the various attributed towards their goods in
making their product differentiation and build more focus on them. In order for creating products
company need to understand buyer supply chain and might be used as sense of satisfaction and
achieving goals. The advertising also play roles in developing brand image that create positive

thinking in target customer. Burberry's products price can make them different from some other
prices such as Tesco, M&S as their clothing prices are higher than Burberry. Company offers
various types of collecting payments from customer (Bashir and Verma, 2017). Service
distribution can create them unique from some other companies and maintain relationship with
customer. Channels make more differentiation between them for becoming more different from
other company brands (BURBERRY, 2017). This all activities can help company for being more
developing in market and try to make their products different from some other brands as well.
Overall strategy meets their targeted audience and want position at marketplace.
Total products and solution offering
Total products concepts refers to bundle of service that are offered by products. Burberry
total products can be examined about importance to customer in receiving their while by using
these goods. This concept used for customer in evaluating products various brands and
differencing benefits from other companies brands. Due to having this companies can easily
make their products with unique position at market place (Nilsson, Sundin and Lindahl,2018).
There are levels in which total products concept have been used-
Time:-
Burberry tries to save their customer time from busy life (Singh, 2018). This can be also
related to purchasing and selling their product to customer and more benefits to those people
who are having their busy schedule.
Psychological:-
This is associated with the feeling of customer for using their products. It includes all the
factor of customer such as feeling, emotion regarding their use products. Burberry understand
their customer requirements and obtain their mind with analyzing marketing strategies.
The basic core:-
The core depends on satisfaction of customer and Burberry deliver their products as they
have promised to their customer. Companies also provide some benefits to them along with
selling and buying products. If this goes fail in products, then the expectation of customer
towards products also goes failed (Dolnicar, Grün and Leisch, 2018). That point customer feel
disappointed with results of companies furthermore dissatisfaction in mind of people.

Segmentation
Burberry sells their products to overall world and actually make differentiation in target
market. Segmentation categories are being described below-
Geographic segmentation:-
Burberry from starting only selling their outwear products. London based it is very
coldest area with this thinking their have launched trench coats which has become more famous
in various countries. Burberry thinks that they could not sell their products at hottest place so for
that they have started beauty products, perfumes, bags etc.
Demographic segmentation:-
Companies have targeted their market with 19-35 years along with high income. For
example how they have used this one selling products to Japan in creating two brands products
(Camilleri, 2018). One is Burberry Black label and other Burberry Blue label. This is just
because one brands sell clothes which are tight while another one is loose.
Pyschographic segmentation:-
Burberry's usually used high ends brands for their customer. Company make sure about
that if once customer buys one brand from them, they customer will not prefer to other brands.
Burberry's is also trying to develop cool things if they are wearing that products.
CONCLUSION
From the above it had been concluded that marketing mix support company for knowing
more them and create more strategy. Competitive advantage that make organization different
from some other companies in pricing, service and advertising. Segmentation come to know
about that in countries as well targeted to their customer for developing their products and
services. Total product concept in business make much sense that they most used by building
their customer trust.
RECOMMENDATION
Burberry can also use TP for being more developed in market, and they also various
management implementing strategies for making their business with some creative as well
innovative. Company target many customers in having their total product concept in which they

come to know about what they have promised to customer had been delivered that only.
Burberry needs to make their company more well-developed while by products differentiation
from other companies and adopted some advance technology which make their products and
services. They can also have their business online in selling more products as well getting more
customer satisfaction.
The sources have been taken from proper academic sites and relevant sources through company
given relevant information about them. as per link given below states about valuable information
that has been given by company and no other information related to something else.

REFERENCES
Books and Journals
Bashir, M. and Verma, R., 2017. Why business model innovation is the new competitive
advantage. IUP Journal of Business Strategy. 14(1). p.7.
Blut, M., Teller, C. and Floh, A., 2018. Testing retail marketing-mix effects on patronage: A
meta-analysis. Journal of Retailing. 94(2). pp.113-135.
BURBERRY, S., 2017. MARKETING SUCCESS.
Camilleri, M.A., 2018. Market segmentation, targeting and positioning. In Travel marketing,
tourism economics and the airline product (pp. 69-83). Springer, Cham.
Ceil, C., 2018. Burberry Case Study about Consumer Behavior. Available at SSRN 3520418.
Deepak, R.K.A. and Jeyakumar, S., 2019. Marketing management. Educreation Publishing.
Dolnicar, S., Grün, B. and Leisch, F., 2018. Market segmentation analysis: Understanding it,
doing it, and making it useful (p. 324). Springer Nature.
Nilsson, S., Sundin, E. and Lindahl, M., 2018. Integrated product service offerings–Challenges in
setting requirements. Journal of Cleaner Production. 201. pp.879-887.
Wu, Y.L. and Li, E.Y., 2018. Marketing mix, customer value, and customer loyalty in social
commerce: A stimulus-organism-response perspective. Internet Research.
.
Online
Singh. Prachi., 2018. Burberry finally decides to stop destroying unsalable products [Online].
Avaiable Through: <https://fashionunited.com/executive/management/burberry-finally-
decides-to-stop-destroying-unsaleable-products/2018090623207>