Marketing Plan for Burberry's Organic Perfume

This document provides a detailed marketing plan for Burberry's new organic perfume range. It includes the product description, pricing strategy, distribution channels, promotional activities, customer service, and physical evidence. The document also covers the segmentation, targeting, and positioning strategies, as well as a SWOT analysis.

MARKETING
ESSENTIAL

Table of Contents
INTRODUCTION...........................................................................................................................4
TASK 1............................................................................................................................................4
Covered in PPT...........................................................................................................................4
TASK 2............................................................................................................................................4
Compare ways in which organisations use elements of the marketing mix to achieve overall
business objectives. ...................................................................................................................4
TASK 3............................................................................................................................................8
Develop and evaluate basic marketing plan................................................................................8
CONCLUSION ............................................................................................................................11
REFERENCES ...............................................................................................................................1

INTRODUCTION
Marketing is a procedure which helps in development of relations with future customers.
This incorporates advertising, selling and promotion and at last delivering the products to the
customers or any other entity. It is a continuous procedure which involves communication
between customers and company so that to persuade them and make them buy the products or
services which are offered by the company(Pike, S., 2015).
TASK 1
Covered in PPT
TASK 2
Compare ways in which organisations use elements of the marketing mix to achieve overall
business objectives.
Marketing Mix- It refers to that structure where organisation set actions and tactics to
advertise its brand and product offerings in the market. It main focus on a customer-centric
which means to attract more consumers into their approaches(Akbar, Omar and Wadood, 2017).
There are 7 PS that make a typical marketing mix that includes product, price, place , promotion,
process, people, physical evidence. A manager of BURBERRY, prepare a marketing mix
comparative chart with Tommy Hilfiger that are described below(Malhotra, N.K., 2015).
Basis Description Burberry Tommy Hilfiger
Product It refers to the
products and services
that a company sells
which involves its
features, advantages,
quality,warranties etc.
that the consumer
enjoy in purchasing
it(Babin and Zikmund,
2015).
It is the luxury brand
of the United
Kingdom and all over
the world(Brychkov
and Domegan, 2017).
They sell its products
in 5 various categories
i.e. for
men ,women,kids,
beauty-products,
accessories. That
It is one of the best
leading fashion label
store with a global
presence that deals in
various product
portfolio that involves
denims, clothing,
watches, shoes
lifestyle, eyewear and
handbags and it deals
in the men’s clothing,

allows customers to
select variety of
offerings according to
their preferences. It is
worldwide famous for
its craftsmanship
products.
shoes, accessories and
women’s attire.
Price It is an essential factor
in marketing mix
where industry
determines its profits
and growth by
selecting the amount
that a customer pays
and enjoys. It plays a
great impact on the
demand and marketing
strategy. They mix
focus on payment
methods ,discounts,
positioning and listing
of offerings.
Burberry design
creative handicraft
products. They use
premium pricing
methods for its
offering products.
They only target high
elite peoples where
price does not
matter(Campbell,
Martin and Fabos,
2018). Their
performance shows a
positive market on
further price
discrimination because
they offer high-
quality and unique
products.
It is a high-elite
fashion brand which
charges a premium
price on their products.
And they also follow a
discount based pricing
to attract new
customers and beat the
rival firms.
Place It means where a
company products and
services are seen,sold,
distributed and made.
They use two
marketing channels to
sell their goods and
services to customers
There presence in
international market
that includes countries
like New-York,

It majorly focus on
trade channels,
number of medium,
segmented channel
and sales
support(Muralidharan
and Raval, 2017).
firstly they use direct
marketing via official
online website or
secondly via
wholesalers or retailers
that are located all
over the world. There
are approx 500
retailers worldwide.
London, los Angeles,
Tokyo, Paris and
Dusseldorf. Although
thier stores reflect the
classic and cool
American style that
shines the tommy
Hilfiger designs. There
are almost 1400 stores
in 90 countries and all
over the globe
Promotion It refers to that
promotional activities
which the firm uses to
make customers aware
and attract about
products and services .
There are various
medium to promote
offerings includes
personal selling,
branding, directing
marketing, marketing
communication and
social media.
Burberry use different
types of media to
promote its product
offerings and retain
more potential
customers(Folinas and
Fotiadis, 2017). They
use traditional media
like TV, radio so that
they will reach large
number of audience
and also advertise
through online
website or social
media which is
cheaper and for today's
environment it is
beneficial because of
increasing use of
Tommy Hilfiger
adopted the aggressive
marketing pricing
strategy and different
channels of
promotional like
newspaper ads,
billboards, magazines
and uses celebrity as a
brand ambassador.
They also do sales
promotion to attract
more customers. they
use social media and
their official website
that attract more other
peoples and helps in
earning more revenue.

internet.
People It means to the
workers and the
salesperson who work
in the organisation for
providing best
customer service to its
consumers and create
a positive impact in
the mind of buyers. It
includes training and
skills, individuals on
marketing and
customer demand,
recruitment etc.
Their main preference
is that they appoint
people with innovative
skills and ideas under
its sales department to
attract new customers
and retain old ones and
these people also show
respect towards thier
customers.
They hire people in
customer service
department so that
they connected to its
consumers(Ghale and
Singh, 2015).
Therefore, if any issue
arises regarding
products they guide
them through the
process of getting the
problem resolved and
try their best by
providing solutions.
For this they provide
incentives to their
employees so they
work very
smoothly(Hair Jr,
Page and Brunsveld,
2019).
Process It refers to the
processes that are
involved in selling the
product and services to
its potential customers.
Using good processes
save time and money
and increasing
They actively involve
in researching market
opportunities to
identify the customers
taste and preferences
by using feedback
form or social media
pages(Kotoua and
They has an online
delivery method where
orders are received in
system software and
after that delivers the
products through
delivery service
provider. They

efficiency. It includes
design- features,
customer focus,
research and
development etc.
Ilkan, 2017). They
make sure that all
products are available
on retail stores so
customers does not
find any issue relating
to low inventory.
generate notification to
replenish when stock
is finished.
Physical evidence It refers to everything
that a customer see in
the product and
services that a firm
offers(Larson and
Draper, 2015). It
involves salesperson
contact experience,
online experiencing,
goods packaging etc.
They sell their
products by using
innovative colour
packaging that easily
catch by the consumer
on busy retail outlets.
Tommy Hilfiger use
official website page
so that they constantly
update their website
and displaying new
design goods and
offerings.
Marketing planning process
Analyse - First step in marketing planning process is analysing the situation according the
customer satisfaction and environment basis. Manager of Burberry analyse the whole market and
then develops the product to increase sales(Shaw, S., 2016). Analysing is very important for
Burberry identifies the target customer preferences and make the products according to their
demands. This helps in increasing the sales.
Planning – After analysing the market manager of Burberry make a plan to innovate the new
product as per the demand and needs of the customer and they also motivate employees so they
work effectively. It is an important process of planning the marketing(Purvis, J., 2016). Without
planning they cannot achive the set target on time which is an important for longer survival of
business.
Implementation and control- At last after analysing and planning Burberry manager do control
all the activities so it there is need of change in the developed product company can make it
easily and for this they set some corrective action(Rowley, J., 2016). This is the last method

where manager of Burberry can control all the threats that was arise in the launching the
products and for this mthey make some corrective actions and measures to solve the problem.
TASK 3
Develop and evaluate basic marketing plan.
Marketing plan is a functional report which includes summary of all marketing strategies
that Burberry is going to apply in making of new product to get success in the market(Perry and
Pyatt, 2015). A initial market plan provides synopsis of marketing objectives, promotional and
advertising strategies which are to be included in the business. Company is supposed to
recognise their key performance indicator to set and achieve in a given time period. Marketing
plan is essential for Burberry in order to create feasibleness for the new project and to give road
map to the company so that all the steps can be followed for making the new project a
success(Baker, M.A. and Magnini, V.P., 2016).
Marketing plan of Burberry
Company overview: Burberry Group Plc is a British luxury fashion store which
manufactures ready-made outerwear, accessories, fragrances, cosmetics and sunglasses. It was
established in 1856 and having headquarter in London with 498 other operation locations. They
have 9,752 employees globally which are working for further growth of the company. Now
Burberry is planning to manufacture organic perfume so that to prevent skin allergies and to
capture more market share(Henríquez, F.A.G., 2018).
Mission of the company: Mission of Burberry is to maintain their dignity and integrity
so that new developments can be adopted by customers without any hesitation.
Vision of the company: Vision of Burberry is to get more market share and establish
themselves as a worldwide renowned luxury brand(Muralidharan, K. and Raval, N., 2017).
Objectives: Burberry is planning to enhance customer base by 20% and profit by 12% by
the year 2022.
Marketing strategies: Marketing strtegies are those tools which are accepted by the
business in order to get competitive edge in the market and long term sustainability. Burberry is
using marketing mix as a marketing strategies which is explained as under:
Marketing mix of Burberry for new organic perfume range:

 Product: Burberry will start manufacturing organic perfumes which will reach to the
customers who are skin allergy sensitive or prefer using organic products.
 Price: As Burberry is a luxurious brand they will keep price as according to their pricing
policy. Although organic products are already expensive so they will keep moderate
pricing to attract more customers(Faßmann, M. and Moss, C., 2016).
 Place: They will sell goods on selected stores of UK as this is an initial stage.
 Promotion: Burberry will promote their new product through search engine optimisation
and through their websites. They will go for some celebrity endorsements and as
traditional approaches they will choose newspaper advertisements and TV commercials.
The company will create awareness about using organic products by conducting several
campaigns.
 Process: The Burberry will increase their functional process and try to shorten lead time
when product goes out of stock from stores. They will provide sample for free in initial
launching days.
 People: Burberry can recruit some new candidates for conducing campaigns. After
recruitment they are required to conduct some training program to enhance employees
skills to capture more customers(Pike, S.D., 2016).
 Physical evidence: The fore front of websites will display their new product and in
offline store they will have a separate counter for organic perfumes.
STP framework:
 Segmentation: It is differentiation of customers into smaller segments on the basis of
customer preference and income criteria(Pike, 2015).
 Targeting: In this assortment of customer is done from the designed segments. In the
case of Burberry company will aim at people who prefer luxurious products and
consenting to pay more money for organic products as they are allergy sensitive.
 Positioning: This is explained as the area occupied by Burberry in the minds of
customers( Pike, 2016). Burberry will position themselves as a retailer where all verity of
fashion products are available(Rancati, E., Gordini, N. and Capatina, A., 2016).
SWOT analysis:

Strength Weakness
 As it is natural product so does not
cause any skin allergies.
 It is cheaper in prices as compared to
other organic perfumes.
 So many competitors are available in
the market.
 This perfume is of limited verity
fragrances.
Opportunities Threats
 This can capture global market of
vegan products.
 This new launch product can give
better opportunities to
 It is easy for new rivals to get entry in
this market.
 Economic slump can hamper the total
sales of Burberry.
Marketing Budget:
MARKETING BUDGET (£)
PARTICULARS 1st Year 2nd Year 3rd Year 4th Year 5th Year
Initial money 8000 17300 17800 17900 20500
Investment 15000 16000 17000 18000 19000
TOTAL 23000 33300 34800 35900 39500
MARKETING OUTLAY
Promotion 6050 4689 2899 2695 2571
Sales publicity 2425 1020 4376 2686 3720
Direct selling 3589 3070 4252 1040 6655
TOTAL 12064 8779 11517 6421 12946
Monitoring and controlling:

Monitoring and controlling is considered as evaluation of favourable results of all the
applied strategies. In the case of Burberry the overall performance is to be measured and
managerial and functional steps to be taken to improve overall efficiency of the company in a
positive manner(Piñeiro-Otero and Martínez-Rolán, 2016). They can gather feedbacks and
review from potential customers on a daily basis so that firm may survive in the market by
introducing innovations and new style of clothing and can compete with their rivals. Following
are some aspects which are included by Burberry in order to monitoring and evaluating
marketing plan:
Sales analysis: This is associated with recognition of sale of the company regarding product.
Burberry expected to enhance their sales by 12% in the coming year (Strelnik and et. al., 2017).
Market share: This instrument is used for measurement of performance with respect to their
market value. Burberry wants to enhance market share by 20%(Zheng, E., Moh, M. and Moh,
T.S., 2017).
Efficiency ratio: This is the ratio between net asset and asset revenue turnover. Burberry is
emphasised on enhancing the level of efficiency.
Cost profitability analysis: It is defined as the ratio of profit earned over the actual cost with
the help of improving marketing activities (Tracy, 2019).

CONCLUSION
From the above report it has been concluded that marketing is an important business
process of buying, selling and promotion of goods and services to attract and retain customers in
the organisation. It is an essential activity for the successful growth and survival of a company.
Here marketing functions can interrelate with other business functions like finance for making
budget, allotting funds , human resource department for hiring a suitable candidates for the
vacant jobs and IT for using an innovative technology according to the market demand so that
the organisation work so efficiently and effectively. Furthermore in this report company decide
to compare with other firm by using various marketing mix elements and make a marketing plan
to develop and design new product and services after that make a budget that would help in
getting a competitive market.

REFERENCES
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