Marketing Essentials: A Comparative Analysis of Marketing Mix Strategies and a Basic Marketing Plan for Burberry

This presentation covers the essential elements of marketing, including needs, desires, product, utility, exchange, and transaction. It also compares the ways in which different organizations apply the marketing mix and provides a basic marketing plan for Burberry. The plan includes company overview, vision and mission, objectives, STP approach, SWOT analysis, and budgeting.

Marketing
Essential

Table of Content
 Introduction
 P3Compare the ways in which different organisations apply the
marketing mix
 P4.Basic marketing plan for Burberry
 Conclusion
 References

Introduction
The marketing is the continuous process of management which is
concerned with identification, anticipations of customer's needs and
wants and providing them with maximum satisfaction. The essential
elements of marketing are needs, desires, product, utility, exchange
and transaction. This is important tool in the modern business
environment as it helps to understand the market, analysis demands
of consumers, building harmonious relations and provide quality
services and goods to customers.

P3 Compare the ways in which different
organisations apply the marketing mix
The term marketing mix given by Neil Bordon which is concerned with
formulation of strategies for the products and services to be offered
to the consumers. This helps marketing managers for taking
decisions related to introduction of new products, process and
services or making alterations in theses existing products or
processes. The components of 7 P's or marketing mix are product,
place, people, process, physical evidence, price and promotion

Contd..
BASIS OF
MARKETING
BURBERRY ARMANI
PRODUCT The company is the leading and
famous luxury brand in the
fashion industry all over the world.
The main product section of
Burberry are accessories, men,
women and kids clothing, beauty
products.
The product mix of Armani have
unique identity and innovative
designs. The prime collection of
apparel which involves Armani
suits for which target consumers
ranges from 35 to 50 years of
age.
PRICE As the company offers luxurious
products with innovative designs
so the managers of Burberry uses
premium pricing strategy as these
cater to the needs of high class
profile for whom money does not
matter as they only want good
quality products.
As Armani is iconic brand and
caters to the high class and elite
profile so it does not compromise
with the quality of products. The
pricing strategy adopted by
marketing managers of Armani is
different for variety of products
being offered totarget customers.

Contd..
PLACE Stores of Burberry have presence in at
least 50 countries all around the world.
Majorly these stores are located in
populated areas of market which helps
to generate revenue at large scale.
Armani has almost 90 retail outlets
across 37 different countries all
over the world. For selling the
products several retail outlets in the
market are there which are run by
licensed channel partners.
PROMOTION The important element of marketing
mix is promotional activities as without
these the products cant reach to target
consumers
For the promotion of products the
promotion is done by using famous
stars on billboards, posters,
advertisements and many more.
The famous stars of Armani are
Cara delevinge and Lady Gaga.
The managers of Armani focuses
on reducing impact on the
environment because of production
process this further helps in
promotion of brand for sustainable
period.
PEOPLE Their are many people available for the
proper and smooth functioning of
marketing operations. The sales team
of Burberry plays important role in
marketing of their products
The people play important role for very
organisation. Armani emphasis on
imparting training within employees on
the continuous basis which would further
help in accomplishing the goals and
objectives.

P4.Basic marketing plan for Burberry
Marketing plan is an important part of business plan as it helps
businesses to manage its actions in order to according organisational
goals and objectives at specified time period. Along with this,
marketing plan is a document or blueprint which makes by a
company for highlighting its marketing and advertising strategies for
the upcoming year.

Company overview
Burberry is one of the leading fashion industries which was founded by
Thomas Burberry in the year 1856 and its located in London, United
Kingdom. This is a British based multinational fashion company
who deals in various products such as clothing, accessories,
perfumes, and cosmetics. Also, its includes all the core product
segmentations such as beauty, men, kids, accessories and women.
Along with this, Burberry is a popular and well known brand across
the whole world.

Vision and Mission
Vision:- The vision statement of Burberry, is to bring creativity and
innovation in their product with a motive of maintaining its position
for long period of time at market place.
Mission:- The mission statement of Burberry, is to keep its vitality and
honesty of their brand which attract more customers towards it,
simultaneously to maintain the value and position of their business
in market at both domestic and international level.

Objective
The major objective of Burberry is to become a best leading fashion
industry in all over the world. Along with this, they expand their
product line by launching new products such as cashmere outwear,
leather accessories, apparel and many more. Also, they opt SMART
objective for gaining competitive advantage at market place in order
to become successful organisation.

STP approach
The STP model aid an organisation to create message and deliver it to
targeted customers in order to attain organisational goals and
objectives. Also, STP stand for segmentation, targeting and
positioning. Along with this, this process divided into smaller
groups which is based on their culture, taste and preferences of an
economy.

SWOT analysis for Burberry
Strength Weakness
It is a leading fashion industry who offers
various kind of products such as clothes,
accessories, and many more.
It belong to royal background through which
they increase the value of its brand and
products.
Its luxury price create a problem which is not easy for
middle class family to afford it.
It deals with limited product line of fashion and luxury
segments, whereas other brand also deals with home
decor and furniture segments.
Opportunity Threat
Expansion of business at global level.
Advertising and promotional strategies aids
Burberry to enhance its visibility.
They have threat because of other reputated brand in
order of pricing.
Continuously changes in customers demand creates
direct impact on their lifestyle and fashion.

Budget
Budget is a monetary plan in which they estimate expenses and
revenue at given period of time. By the help of budget company
prepare a plan through which they analyse how and where to spend
money in an effective manner. In context to Burberry, budget aids
them to prepare an effective plan for estimating that how to mange
the total funds in other organisational functions.

Conclusion
As per the above summarised report, it can be concluded that marketing
function comprises of various important elements like needs of
consumers, knowledge of marketing policies, execution of strategies
and provide quality of products and services to customer's. The
marketing function for every organisation assist towards increasing
loyalty of customers for products utilised by them.

References
Bull, J. W., and et. al., 2016. Strengths, Weaknesses, Opportunities
and Threats: A SWOT analysis of the ecosystem services
framework. Ecosystem services. 17.pp.99-111.
Campbell, R., Martin, C. and Fabos, B., 2018. Media essentials: A
brief introduction. Bedford/St. Martin's.

Thank You