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Burberry's Marketing Communications Strategy

   

Added on  2020-02-03

12 Pages3207 Words373 Views
Professional DevelopmentMarketing
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MarketingCommunications
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TABLE OF CONTENTSINTRODUCTION...........................................................................................................................2TASK 1............................................................................................................................................2Marketing Communications Activities.......................................................................................2Task 2...............................................................................................................................................6Marketing Communications Integration.....................................................................................6RECOMMENDATIONS.................................................................................................................8CONCLUSION................................................................................................................................8REFERENCES................................................................................................................................91
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INTRODUCTIONThe heart of every business success lies in its marketing. Most aspects of any businessdepends on successful marketing strategies. Marketing communications are the messages andrelated media used to communicate with a market. In this report the Burberry group is chosen toexplain about the marketing communications. The company is the leading British luxury brandglobally, operating in the fashion industry. It is public sector company and headquarter inLondon, England, UK. Different products of the firm are ready-to-wear outerwear, fashionaccessories, fragrances, sunglasses, and cosmetics. The report describes different tools of the marketing communications activities which areadopted by the Burberry company in its organization to advertise or promote its products. Theselected company is using the integrated marketing communication model where it gives thesame message to all the customers or its product users.TASK 1Marketing Communications ActivitiesMarketing communication is a fundamental and complex part of a company's marketingefforts. Marketing communication includes advertising, direct marketing, branding, packaging,online presence, printed material, sales presentations, sponsorship, trade show appearances andmore (Eagle and et.al, 2014). Marketing communications uses different marketing channels andtools in combination. The channels focus on any way a business communicates a message to itsdesired market, or the market in general. The fashion company is chosen to explain marketing communications activities,company is Burberry Group. The Burberry group is a public company and is an English luxuryfashion house, headquarters in London, England. The company served its products and services2Illustration 1: Logo of Burberry
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