Marketing Essentials: A Study on Burberry's Marketing Strategy

This project report explores the marketing strategy of Burberry, a leading luxury fashion brand. It discusses the application of the marketing mix to achieve business objectives and provides insights into creating a basic marketing plan. The report also highlights the interrelationship of various departments with the marketing department and emphasizes the importance of customer satisfaction and brand image in the marketplace.

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................2
COVERED IN PPT.....................................................................................................................2
TASK 2............................................................................................................................................8
P3 Compare ways in which different organisation apply marketing mix to achieve business
objectives....................................................................................................................................8
TASK 3..........................................................................................................................................11
P4 Produce a basic marketing plan for an organisation............................................................11
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................16

INTRODUCTION
Marketing refers to an essential term which is used the outcomes to studying the short
term and long term demands in the market. It is basically a set of activity that is helpful to make
a connectivity between the customers and the organisation. In this firm will working for
satisfying the needs of the customers and take the competitive advantage for longer sustainability
in the marketplace. This project report is based on the Burberry that is the largest British
multinational luxury fashion outlet headquartered in the London, UK. The company deals in
varieties of the range that are ready to wear including the leather goods, perfumes, foot wear,
home ware, jewellery accessories, beauty products etc. Burberry mainly famous for their
fragrances. This project involves the major responsibilities and their work of the marketing
function that helps in gaining the higher profits and enhancing the image of the brand in the
marketplace. Further this study also explains the interrelationship of various department with the
marketing department so that work can be done smoothly. It also helps in showing the
comparison with the help of elements of the marketing mix so that company easily achieve its
objectives and sustain in the marketplace for a longer period of time. At last build a marketing
plan that helps in gaining the higher profits and beating the competitors in the market by
maintaining a strong brand position in the marketplace(Akbar, Omar and Wadood, 2017).
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TASK 1
COVERED IN PPT
2

3

4

5

6

7

TASK 2
P3 Compare ways in which different organisation apply marketing mix to achieve business
objectives
Marketing mix- It refers to the framework that reflects the actions and tactics of the
organisations that is helpful for promoting the brand and goods and services of the business firm
in the marketplace. In case of Burberry, manager can enhance their brand image for their they
need to make a comparison table of marketing elements so that effective decisions can be taken
by them for longer sustainability of the organisation. The elements of the marketing mix can be
elaborated below(Baker and Magnini, 2016).
Basis Burberry PRADA
Product It is one of the famous fashion
company in UK that deals in
varieties of products such as
fragrances, maquillage,
clothing for all age group
people like men, women,
PRADA is one of the
sophisticated luxury brand that
sales the several range of
goods such as home products,
eye wear, clothing for men,
women and kids, perfumes,
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children etc. in this fragrances
and accessories are the best
level products of the Burberry
for the very first customers
who are new to the company.
There trench coats majorly
covers the large market share.
bags, watches, cosmetics,
accessories etc(Piñeiro-Otero
and Martínez-Rolán, 2016).
Price Burberry adopted the premium
pricing strategy for their
products. As they sells the
unique and quality products to
their customer due to which
they cannot face the major
competitors on the basis of
price in the market.
Fluctuation in the pricing of
the goods and services will
dilute the image of the brand
in the eyes of the customers. It
very essential to maintains
their high price for their high
elite customers helps the brand
to attracts and retain the
customers for a longer period
of time(Pike, 2016).
It is the high class brand that
follows the premium pricing
policy for their products. There
is no comparison in the market
on the basis of pricing because
they show their luxury in the
quality and the fineness of the
sunglasses, cap etc.
Place Burberry is the largest fashion
house British organisation and
has its presence around 50
countries having the 475
stores. There outlets are
PRADA is the largest brand
that matches the luxury
essence of their brand in the
market. It can designed their
flagship stores in all over the
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located in the highly crowd
area where rich people are
arrived most of the time. Now
they sell their product through
online media in all over the
world so that large number of
customers get attracted
towards it.
globe i.e. Australia, Indonesia,
Hong Kong, UAE, USA etc.
they also show their online
presence with their official
websites where people can buy
the products and enjoy the
goodness and luxury by
maintaining the status quo.
Promotion This strategy is an effective
element that helps in attracting
the large number of customers
towards the brand. As
Burberry mainly focus on their
marketing activities because it
is very essential for the apparel
firms. In this company follows
the traditional and digital
marketing such as TV,
magazines, print ads, social
media, billboards etc. to
promote their goods and
services. By using the
promotional strategy Burberry
can connect with the
customers and communicates
their product information to
the wide range of customers
effectively.
PRADA is following both
tranditional and digital
meidum to promote their
products and services. As it
mainly ficus on the innovation
and creativity in their offerings
this will helps in attracting the
large base of customers within
a small period of time. This
will only targets the high elite
customers in which younger
generations are the main
target(Rancati, Gordini and
Capatina, 2016).
People In this Burberry can provide
the proper training to their
In PRADA their suppliers are
playing an essential role
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employees so that they can
attend their customers
effectively and solve the issue
of them in an innovative way
within a limited period of time.
because they are working for
maintaining the quality or
modifying the quality before
delivers it to the final
customers. This helps in
enhancing the brand image of
the company.
Process In this the manager of the
Burberry can focus on the
stock that it is available in
proper quantity at all stores.
For this company can installed
the software so that low stock
can be reminded and refill at
time.
The company uses the online
media for payments this helps
the customers to easily pay the
amount without any manual
interactions.
Physical evidence Their brand sign and their
store is the best physical
evidence of the Burberry that
attracts the large base of
customers(Okumus and Cetin,
2018).
PRADA sells their products
with uniqueness and creativity
and this will show the high
sign of identifying the goods
and services related with the
PRADA.
TASK 3
P4 Produce a basic marketing plan for an organisation
Marketing plan- It defines an essential term that reflects the outlines of the marketing
strategy for the future perspective. A basic marketing plan can involves the company summary,
their vision, mission and objectives so that making the long term strategics can give the
successful results. In context of the Burberry, manager can builds a marketing plan so that they
can maximise the profits and revenues by enhancing the customer base(Wirtz and Lovelock,
2016).
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Company Overview- Burberry is largest British multinational fashion outlet in London, UK that
was founded in the 1856. The company deals in the varieties of products like bags, clothing to
men , women and kids, home apparel, cosmetics, eye accessories, perfumes and the beauty
products etc. The company basically designs and distributes the ready to wear trends. Now the
manager of the company, can introduce the Vegan British Rose Perfume range for their
customers that smells very nice and mild which attracts the people towards the smell and design
of the fragrance bottle. This helps in gaining the high profits and revenues(Hidayatullah and et.
al., 2019).
Vision- The major vision of the Burberry, is to build a high position in luxury fashion brand and
to sharpening the brand image in the market company will focus on the sustainable growth with
the huge profit margin by offering the attractive returns.
Mission- Burberry is the largest luxury brand at international level that works with a mission of
maintaining the high integrity for the brand in the marketplace with their quality products that
evolves in market by fulfilling the taste of the customers.
Objectives- The purpose of Burberry is to enhance their sales by 20% and customer base by
30% in the current market within a period of one year. For fulfilling this objective company can
develops various strategies so that target can be achieved in a profitable manner.
STP Model
 Segmentation- In context of Burberry market can be segment into the small units so that
it easy for the company to target the audience according to that. Burberry can segments it
customers based on their preferences, behaviour and status(Campbell, Martin and Fabos,
2018).
 Targeting- After segmenting the market i.e. selection of the people from the various
segments, now it easy for the manager of company to target the people in the society
according to that. In case of Burberry they will target the high elite people that are ready
to pay the large amount for the vegan British Rose perfume as it is connects and friendly
to the skin of the people(Braciníková and Matušínská, 2017).
 Positioning- In this determinant, company manages its position into the marketplace and
also place a strong image in the customer mind. In this Burberry can place their firm as a
luxury fashion firm in the market and in the eyes of the customers that can be maintained
by its new range of vegan British Rose perfumes.
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Marketing mix
 Product- As Burberry can includes the modify range of the perfumes i.e. related to the
Vegan British Rose Perfumes to reach the large number of customers within a small
period of time.
 Price- For maintain their brand ethics company can fix the premium pricing strategy that
represents the high class of the people in the society(Caragher, 2016).
 Place – Burberry can sell their products online and offline because due to this they can
expand their brand image in all over the globe.
 Promotion- For Vegan British Rose Perfume, Burberry can follow the digital media
where they can attracts the large base of customers. This helps in gaining the high market
share and profits within a small period of time.
 People- In this Burberry can provide the high training to their employees so that they can
solve the customers issues on timely manner. This will helps in retaining the customers
for a longer period of time.
 Process- In this Burberry can increase their operational process within the company so
that they can deliver the products before time and grab the high attention of the
customers.
 Physical evidence- The sign of the Burberry and their website of the company show the
best evidence in the customers minds and eyes that will generate the high sales and
revenues.
Financial Budget
Particulars Amount (€)
Marketing 100000
Workforce 100000
Equipments 150000
Raw materials 150000
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Marketing budget of Burberry (Amount in $
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial capital 8000 9000 9500 10000 11000
Investment 12000 13000 13500 14000 15000
Total 20000 22000 23000 24000 26000
Marketing outlay
Promotion 5000 5500 6000 6500 7000
Sales publicity 6000 7000 7500 8000 8500
Total 11000 12500 13500 14500 15500
Evaluation- It is the last step in the marketing plan where the manager of the Burberry can
evaluate the upper framework so that mistakes can be minimised and sales and profits would be
enhanced. In this company will measure the employees performance so that they work
effectively. In this firm will measure the sales regarding their vegan perfume in the market for
this they use the tool of sales analysis that can be shown below(Ghale and Singh, 2015).
 Sales analysis – It refers to that term which is used to examine the performance of the
sales team against their task. In this manager of the Burberry can compare the past and
current sales of the company so that profits can easily be identified. This term helps in
generating the high revenues by minimising the wastage of resources. It is very essential
for the gaining the high market share in the future perspective(Mehta and Kaushik, 2015).
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CONCLUSION
From the above elaborated project research it is to be evaluated that marketing essentials
is a broader concept for the business enterprises that involves the advertising, promotion, selling
and purchasing of the good and services and many more. This term is very helpful to satisfying
the customer needs and wants so that people will attracts towards the company products and
services. In this department of marketing perform their function effectively so that they will
make a strong position in the marketplace and also gain high market share. Further, interrelation
with finance department, human resource department etc. helps in smooth functioning within the
organisation that helps in generating high financial resources. Therefore, it also includes the 7
elements of marketing mix for making a comparison with other brand and make a small tactics
for gaining a short term objectives to sustain in the marketplace. At last their marketing plan
helps in maximising the profit margin by targeting and positioning the brand in the market with
the new offerings to the customer.
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REFERENCES
Books and Journals
Akbar, F., Omar, A. and Wadood, F., 2017. The Niche Marketing Strategy Constructs
(Elements) and its Characteristics-A Review of the Relevant Literature. Galore
international journal of applied sciences & humanities. 1(1). pp.73-80.
Baker, M. A. and Magnini, V. P., 2016. The evolution of services marketing, hospitality
marketing and building the constituency model for hospitality marketing. International
Journal of Contemporary Hospitality Management.
Braciníková, V. and Matušínská, K., 2017, December. Marketing mix of financial services from
the customers perspective. In Forum Scientiae Oeconomia (Vol. 5, No. 4, pp. 36-48).
Campbell, R., Martin, C. and Fabos, B., 2018. Media essentials: A brief introduction.
Bedford/St. Martin's.
Caragher, J. M., 2016. 7 Essentials for a CPA Firm Marketing Program. The CPA
Journal. 86(12). p.11.
Ghale, K. and Singh, D. D., 2015. Study on Advertisement, Promotion and Supplemental
Aspects of Integrated Marketing Communication. International Journal of Advanced
Research in Management (IJARM). 6(1). pp.50-59.
Hidayatullah, S. and et. al., 2019. The effect of entrepreneurial marketing and competitive
advantage on marketing performance. International Journal of Scientific and
Technology Research. 8(1). pp.297-1301.
Mehta, R. and Kaushik, N., 2015. A Study of Emerging Trends in Brand Engagement through
Digital Marketing. Journal of marketing & communication. 11(2).
Okumus, B. and Cetin, G., 2018. Marketing Istanbul as a culinary destination. Journal of
Destination Marketing & Management. 9. pp.340-346.
Pike, S. D., 2016. Destination Marketing Organizations–Research opportunities in an era of
uncertainty. In Book of Abstracts-6th international conference on tourism. International
Association for Tourism Policy (IATOUR).
Piñeiro-Otero, T. and Martínez-Rolán, X., 2016. Understanding digital marketing—basics and
actions. In MBA (pp. 37-74). Springer, Cham.
Rancati, E., Gordini, N. and Capatina, A., 2016. Conceptualizing and measuring content
marketing in luxury firms: an exploratory analysis. In Global Marketing Strategies for
the Promotion of Luxury Goods (pp. 109-132). IGI Global.
Wirtz, J. and Lovelock, C., 2016. Services marketing: People, technology. World Scientific
Publishing Company.
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