Marketing Plan for Burberry

This presentation discusses the marketing plan for Burberry to launch a new organic and herbal cosmetic product. It covers the objectives, SWOT analysis, segmentation, budget allocation, 4Ps, and control measures. The plan aims to attract customers, enhance market share, and increase profitability.

Marketing plan for Burberry

Marketing plan
“
 Marketing plan is the framework that is the blue print which describe the
detail information of new product that how to establish the product in market
through overall marketing activities. Thus, marketing plan helps to identify
the requirements of tools and strategies that helps to attract the customer such
as advertisement and promotional strategies, thus, this plan helps to identify
the target customer, helps to achieving the overall objective of the firm,
identify necessary resources and budget, grab the new opportunity by enter in
new market.

Executive summary
Burberry is the fashion related firm formulate the new ideas by making the effective
marketing plan for the purpose of launching a new organic and herbal cosmetic product
to the customer in order to attract the customer and enhance the market share of firm in
cosmetic related services. Thus, the new ideas of launching the organic beauty product
is provided the opportunity to firm that it helps to enhance the competitive advantages.
Situations
It has been analysed that there is high growth in fashion industry. Thus, Burberry
makes the marketing plan in order to enhance the growth in new market, so by
produce the new product for customer it helps to enhance the customer base.

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Semester in San Francisco 4
•Market research — Burberry makes the marketing plan and identify the customer behaviour
by market research for launching the new organic beauty products. Thus, this research helps to
attract the customer and enhance the competitive advantages. The marketing manager of the
Burberry do the research on the basis of primary and secondary data for the purposes of
establish the new product in market.
•Aim — The main of lunching the organic beauty product is to grab the new opportunity by
enhance the number of customer as well as attracts the existing customer towards the new
product by provide the better quality of product to use the herbal ingredients.

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Semester in San Francisco 5
 Vision — This statement is that Burberry provides the organic beauty
products to the customer.by Offering all women and men worldwide
the best of cosmetics innovation in terms of using the herbal
ingredients to improve the quality, efficacy and safety to satisfy all
their desires and all their beauty needs in their infinite diversity.
 Mission — Mission is that deliver the best product and services to the
customer in order to archive the long term objective.
Objective
 To increase the profitability of the firm by 40% by the end of 2020.
 To enhance the customer base of Burberry by 30% by the end of
2021.

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Swot analysis
Strength
 Burberry provides the high quality services to the customer. It is a successful brand of
fashion industry.
 Burberry always try to make the best and innovative product it helps to enhance the
customer and gain competitive advantages
 Huge market share that helps to enhance the customer loyalty towards the new product
Weaknesses
 Due to lack of awareness in customer it reduces the demand of product.
 The ingredients of organic product is costly that directly impact on the operational cost.
 The process of production of herbal product is time-consuming.

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Segmentation, targeting and positioning -
STP is the tool which is used by the organization to identify the target market.
Thus, this tool helps to target the potential customer also it helps to evaluate
the budget to gives information that how to implement this plan in order to
achieve the objective of the firm.
Segmentation — This is the process of target the new customer by identify
the needs and wants of the consumers. Thus, Burberry target their customer
by analyse the market that which types of consumer wants this types of
products.
Geographic - Burberry targets all UK consumers. Thus, firm analyse the
demand of herbal product is high in uk market.

Budget allocation
Particular Amount
Cost of raw materials 50000
wages 20000
Employee training cost 10000
Machinery cost 20000
Total amount 100000

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4ps
Product — Burberry will launch the new and innovative herbal
cosmetic products for the customer. Therefore, that helps to consumer
for make fresh and acne free skin. Thus, firm launch this product to
enhance the customer base.
Price — Burberry will use the penetration pricing strategy when they
launch the new product, this pricing Strategy describe that firm initially
launch the product on minimum price to attract the customer and when
customer like this product firm will increase the price according to the
needs.
Promotion — Burberry uses the best promotional strategy. Therefore,
firm uses the online platforms to attract the customer also they advertise
their product on the TV and newspaper to attract the customer.

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Control
 The marketing plan will be control by the manger in effective ways.
 The strategy is measure by the researcher and performance are
monitor that helps to identify the budget.
 To achieve the goal manager use the effective strategies by measure
the performance of strategy.
Forecast
 It is forecast that by launching this product in the market, the market
share of Burberry will be increased 20 % till 2020.furthermore, the
customer base will also increase by 30%.

References
 Swanson, S.R. 2019. THE DEFINING DOZEN: UNDERGRADUATE
STUDENTS PRECONCEIVED VIEWS OF MARKETING. Marketing
Education Review, 29(1), pp.3-16.
 Tollin, K. and Christensen, L.B. 2019. Sustainability marketing commitment:
empirical insights about its drivers at the corporate and functional level of
marketing. Journal of Business Ethics, 156(4), pp.1165-1185.
 Duane, S. and Domegan, C. 2019. Social marketing partnerships: Evolution,
scope and substance. Marketing Theory. 19(2). pp.169-193.
 Alon, I., Chen, S. and Mandolfo, M. 2019. Supply chain–marketing
integration: How do European SMEs go to China via the New Silk
Road. Business Process Management Journal. 25(2). pp.368-378.