Marketing Mix and Strategic Marketing Plan for Burberry

This presentation covers the comparison of marketing mix for different organisations as well as development of strategic marketing plan for Burberry.

Marketing
Essentials
Activity 2

Cover Content
• Introduction
• Marketing Mix of two organisations
• Tactics applied by Burberry for attaining the goals
• Strategic marketing plan
• STP
• Marketing mix
• Marketing and Promotion
• Risks associated with the new product
• Budget for the new product
• Conclusion
• References

Introduction
Marketing mix refers to the process which is used by the firms for
determining the effectiveness of their various aspects by comparing with the
organisation of same sector. Whereas strategic marketing plan is the
document in which future activities of the marketing are provided to the
marketing department. Taken firm is Burberry for this assessment who is
providing fashion products to customers. This presentation will cover the
comparison of marketing mix for different organisations as well as
development of strategic marketing plan.

Marketing Mix
Marketing mix is used by the firms for promoting their offerings in the
marketplace. This marketing mix involves 7 elements which are product,
price, place, promotion, people, process and physical evidence. This is used
by the organisations for determining their effectiveness in the market in
terms of the products, processes, prices etc. Through this method,
organisations can determine the changes which are required in these 7
aspects so that the firm can achieve the goals easily.

Comparison between Marketing Mix of two
organisations
Elements Burberry Christian Dior
Product Burberry is offerings a huge range of
products which includes Clothing, cosmetics,
fragrances etc. The designs of the products
provided by company are different and
unique due to which customers get attracted
towards the firm. The company is also
providing the products based on the gender.
The designs of the products are highly
influenced by the culture of firm such as
Tartan Pattern which was developed by the
founder of the company.
Christian Dior is also providing products
such as leather goods, fashion accessories,
timepieces, fragrances, skin care products
etc. to the customers in order to ensure their
satisfaction. The company has divided the
products based on the gender. For example:
The products such as Miss Dior and Poison
are developed specially for the ladies and
girls where as the products such as Sauvage,
Jules and Higher are developed specially for
the men and boys.

Continue…
Elements Burberry Christian Dior
Price Company is following the premium pricing
strategy as the products are of high quality
along with the innovative designs. The
company is also deciding the price based on
the economic condition of the people.
Burberry is following this premium pricing
policy because the targetted customers of the
company are high class people to whom
company is catering the products. Such
people prefer the quality based products and
does not worry about the prices of the
products at which the products are provided
to them.
Christian Dior is also following the
premium pricing policy as their customers
belongs to the premium class who can afford
the product of the company. This type of
pricing policy is followed by the company
as Christian dior is using the quality based
raw materials in their production process
due to which the cost of developing the
products becomes high. These quality based
raw materials are used for ensuring the
customer satisfaction.

Continue…
Elements Burberry Christian Dior
Place Burberry is providing the products to the
customers through their stores as well as
through their online stores. The stores of the
company are located at different famous
places and cities.
Christian Dior is also offering their products
through the stores which are located at
different premium locations. Apart from
these, company is selling their products from
online retail and e-commerce platforms such
as Amazon, Flipkart, Darveys etc.
Promotion The Burberry is using various types of
channels for promoting their products among
customers. Burberry is utilising the different
channels such as TV, online ads, print ads,
billboards, social media platforms etc. Apart
from this, company is promoting the products
in high class magazines for attracting the
premium class people.
Christian Dior does not use the traditional
promotional method, instead the company is
using the advertisement in magazines such as
Vogue which cater the target segment of
firm. Celebrities are also endorsing the
company's products. Dior is also using the
emails and messages for interacting and
promoting the products among the customers.

Continue…
Elements Burberry Christian Dior
People The people in the Burberry are capable of
performing their work with the required
efficiency due to having proper skills and
knowledge. Also the company is offering
training so that employees can improve their
weak areas. The company also offers
rewards to the employees based on their
performance so that they stay motivated in
their working.
The Christian dior is also having skilled
workers who are executing their work
effectively and efficiently. Apart from this,
the company is hiring the employees by
posting the vacancies on social media for
attracting the potential employees. Training
is provided by company to new employees
so that they can understand the culture and
structure of firm.
Process Burberry is using various types of purposes
in their daily operations. For the production,
company is following the approaches such
as TQM and six sigma so that waste can be
eliminated along with the reduction in cost.
Inventory management for managing the
stock and inventory. For bringing
transparency in supply, company is using the
supply chain management.
Christian dior is also using various quality
based processes in the production of new
products. For the inventory process,
company is using the Just in time approach
through which the company is ordering the
materials based on the requirement of
production process. For the production
process, company is using the continuous
improvement so that the quality of the
products can be improved.

Continue…
Elements Burberry Christian Dior
Physical evidence The physical ambience of products of the
company is unique due to which customers
can identify the products in shelves.
Company has a website through which
customers can get the information
regarding the products. Apart from these,
the company is also using the soft music in
their stores.
Physical ambience of Christian dior stores
includes fresh, airy and lighted
environment. The layout and structure of
the stores is also influencing the customers
in purchasing the products. Also the
company has invested heavily in the design
of their stores which are large and spacious
as well as decorated with colourful lights.

Tactics applied by Burberry for attaining the
goals
Burberry is using various tactics for achieving their goal of grasping the
more market share. For this, company is using the market segmentation so
that the products can be provided accordingly. Through the market
segmentation, company can target a specific market in which the
consumption of the fashion products is high. The segmentation process of
the Burberry is as follows:
•Identify the target market having high consumption of fashion products.
•Development of positioning strategies for placing the product in the market.
•Feedback is taken from the segmented customers so that modifications can
be done in the products.

Strategic marketing plan
Burberry is a fashion retailer having operations in several nations. The
company is providing wide range of fashion products to the customers such
as trench coats, ready-to-wear outerwear, fashion accessories, fragrances,
sunglasses, and cosmetics. Burberry is focusing on satisfying the needs of
their customers for which company is launching a new product which is
Burberry deo. The company has decided to launch this new product after
analysing the market.

Segmentation, Targeting and Positioning
Segmentation: The company is using the demographics and geographic
segmentation for segmenting their customers. Company is using
demographic segmentation for targeting the women and men and for
geographic segmentation, company is targeting areas having high heat and
pollution.
Targeting: The company is targeting the people from places having high heat
and pollution as they use deodorants for eliminating the smell. Also the
company is targeting the young men and women as they prefer perfumes
before going somewhere.

Marketing mix
Product The new product of the Burberry is Burberry deo which will eliminate the smell of sweat in the people.
Quality based raw material are used in the development of new product. The design of the product is very
attractive as dark green colour s used along with a curved bottle which is easy to handle in one hand. Also
the product can be used by both men and women.
Price The price of the new Burberry deo is medium as this is majorly focused on Youth whose economic
conditions are not very good as they does not earn money. However the medium price is for single
fragrance and for the twin fragrances variant , company has
Promotion The promotion for the new product will be done by advertising in the Vogue magazine as well as by
posting advertisement on social media platforms so that a large number of customers can be attracted
towards the product.

Continue…
Place The company will provide this new product to the customers in UK through the different stores of the
company. Locations includes London, Briston, Edinburgh etc. as a large number of people lives in
these cities. This new Burberry deo will be provided by the online e commerce stores too so that
maximum sales can be achieved.
People Burberry will hire new employees for the development of this new product which is Burberry deo. Also
company will use the social media platforms for attracting the potential candidates. Company has also
decided to offer the training to new employees so that their skills and knowledge can be improved for
ensuring manufacturing of quality based goods.
Process The company has already implemented the six sigma and TQM in their production process so as to
reduce the cost and waste while developing the new product. The company has decided to implement
the just in time approach also after analysing the processes of Christian dior so that the supply chain can
be improved.
Physical ambience The physical ambience of this newly launched product will be dark green which is an attractive packing.
The company has printed their own logo and brand name on the product so that customers can easily
identify it in the shelves by just looking at it.

Marketing and Promotion
The company has decided to use the social media channels such as
Facebook, Twitter, Instagram etc. for attracting the customers. Apart from
these channels, company will also use the traditional methods such as
Billboards, TV advertisement and endorsement from celebrities so that
information regarding the product can be spread among the customers.

Continue…
Particulars Amount
Advertising on TV 2500
Social Media Platforms 7500
On newspapers 5000
Sales Promotion 5000
Total 20000
The marketing department also developed a budget for carrying out the
marketing activities as discussed below:

Risks associated with the new product and
measures for resolving them
Lack of funds: This risk can arise in the development of new product of the
Burberry which should be eliminated other wise it can negatively impact
the product development. For eliminating this risk or its impact on the new
product development, company is focusing on gathering the funds from the
bank loan and remaining funds from the company's financial account.

Budget for the new product
The company has estimated a budget of 1,50,000 Euros for the development
and promotion of this product. Out of this total budget, 20000 Euros are
provided to the marketing department so that they can perform their
activities properly without facing any financial issues. The budget for the
new product i.e. Burberry Deo is as follows:
Particulars Budget
Workforce 50000
Machinery 50000
Marketing 20000
Supply chain 30000

CONCLUSION
It has been summarised from the above discussed report that the
marketing department of the firms promotes the products and
services in order to attract more customers. The different department
of Burberry needs to work together with marketing department in
order to perform their work in proper manner. The companies can
also use the marketing mix for comparing the different aspects of
their company with their competitors.

REFERENCES
Aoyama, K. and et. al., 2013. System and method for
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Chand, M. and Katou, A.A., 2012. Strategic determinants
for the selection of partner alliances in the Indian tour
operator industry: A cross-national study. Journal of
World Business. 47(2). pp.167-177.
Deresky, H., 2017. International management: Managing
across borders and cultures. Pearson Education India.