Marketing Essentials

This report discusses marketing concepts, roles of marketing manager, interrelationship between different functions of business, marketing mix comparison of Burberry and Zara, and marketing plan for new products launched by Burberry.

Marketing Essentials

Contents
INTRODUCTION................................................................................................................................3
TASK 1.................................................................................................................................................3
Covered in PPT.................................................................................................................................3
TASK 2.................................................................................................................................................3
P3. Comparison of 7 P's of Marketing Mix of Burberry and Zara...................................................3
TASK 3.................................................................................................................................................5
P4. Marketing Plan for Burberry......................................................................................................5
CONCLUSION....................................................................................................................................7
REFERENCES.....................................................................................................................................8

INTRODUCTION
Marketing plays a significant role in grabbing an attention of maximum number of
customers towards new offerings of an organisation which indirectly increases its sales and revenue.
For this, the marketing manager is held responsible to frame an effective marketing strategies and
plans after identifying market needs and requirements through conducting market research
(Armstrong and et. al., 2018). The present assignment report is based on Burberry which is UK
based organisation dealing in providing fashionable clothing, accessories and fragrances. It was
established in the year 1856 and listing on the London Stock Exchange. The report discusses the
marketing concepts along with the roles and responsibilities of marketing manager, interrelationship
between different functions of business, marketing mix of Burberry and its comparison with its rival
Zara and at last producing marketing plan for new products launched by Burberry.
TASK 1
Covered in PPT
TASK 2
P3. Comparison of 7 P's of Marketing Mix of Burberry and Zara
Marketing mix consists of 7P’s including product, price, place, promotion, process, people
and physical evidence. Burberry has attained strong market image in UK with its diverse range of
products such as clothing, accessories and fragrances. But it is important for them to achieve long
term stability in competitive market which can be possible only when they can update their current
offerings after analysing their rivals current strategies in market. For this, the marketing need to use
marketing mix strategy in which they can compare its 7P’s with its rival. Here are such comparison
of marketing mix of Burberry and its rival Zara.
Marketing mix strategies facilitates an organisation in achieving their objectives as with these
strategies specific actions can be identified so that competitive edge can be taken. With these
strategies competitors actions can be analysed and accordingly they can adjust their strategies.
Basis Burberry Zara
Product Burberry offers various a wide
varieties of fashionable clothes to the
customers with unique designs and of
better quality. The trench coats of
Burberry are even now considered to
be one of the best selling products. In
Zara also offers various luxurious
fashion clothes that include tops,
trousers, jeans, shoes, bags etc. It
provides one stop solution to the
customers as they offer all related

addition of various fashionable
clothes they offers accessories,
fragrances, children wear etc. This
strategy of the company will enable
them to ensure sustainability in the
business as new product will attract
customers.
products.
Price The products that they offer are
luxurious with excellent
craftsmanship due to which they
charges premium prices form the
customers. They focus upon the
quality of the products irrespective of
the cost that thy faces. They follow
premium pricing strategy throughout
so that price discrimination does not
exist (Larson and Draper, 2015). With
the help of this the short term
profitability can be ensured as
according to the cost, pricing strategy
can be determined considering the
level of profitability.
The products that are offered by Zara
are of better quality but the prices are
low in comparison to other
international brands. They price their
products on the basis of country in
which they are offering their products.
Also they determine the willingness of
the customers to pay for their products
while pricing their products.
Place Burberry has their premium
departmental stores and outlets which
are located in each and every major
city. Their products are sold
throughout global franchises and
branded stores and even through third
party. Even they offer their products
through online medium. This strategy
will facilitate to improve end to end
process and thus it will ensure
availability of the goods and services
to the customers.
Zara have their stores in various
countries. Along with this they make
their products available in various
other shopping marts. They have
vertically integration which enable
them to make their products available
in shortest possible time.
Promotion Various promotional activities are They do not spend much on advertising

organized by them in which they
consider high class magazines so that
they can target high income group
people. In addition to this they target
customers through social media
platforms. Apart from this they focus
upon celebrity advertisement such as
Emma Watson promotes their
products. Promotion strategy
contributes in increasing the market
share as with this the customers can
be attracted.
their product. They have their USP of
minimum processing time which attract
the customers. Due to this they rely
upon word of mouth publicity of the
brand and social media (Pappas, 2016).
People They have provided their employees
significant training as with the help of
this they get easily convince the
customers for making purchases. Also
they have their people working within
the supply chain with which they
ensure efficient delivery of various
services. This strategy facilitates in
achieving the objective of better
relations with the customers.
With the help of various trainings they
make their employee competent
enough to deal with the customers. For
this they provide them with complete
knowledge of entire product range that
they offer.
Process Burberry follows an online delivery
process in which the orders are
received by the computers and
deliveries are made on time. Also
they have a system with the help of
which they determine the inventory in
the stores which enable them to
manage the stock in the stores (Pater
and Cristea, 2018). The process
strategy improves the system which
improves the services offered by the
company to the customers.
They follows simple in which the
customers are assisted by the staff and
if they make purchase online then the
products are delivered to them with the
help of common process.
Physical The packaging of Burberry is unique The physical evidence that are

evidence as they sell their product in different
colours which enable the customers
to easily recognize their products.
Along with this they have sustainable
online presence. With this the
companies can connect to the
customers and improves brand
awareness which contributes in
attracting customer thus improves
market share of the company.
considered by them includes the
transaction and its receipt, building and
layouts of their stores etc.
The organisations for satisfying the customers has shifted from 4p's to 7p's this is because with
the help of additional 7p's the processes can be improved which will enable Burberry in improving
their services to the customers. With the help of marketing planning process Burberry undertake
analysis of various situations that they faces, with the help of which they formulate various
strategies, develop various action plans and programs, implement and control them by reviewing
and evaluating them.
The implementation of the strategy of 7P’s facilitate the organisations in achieving various
objectives of the company such as innovations and sustainability because they can compare their
products with others due to which they can determine the new features that can be added in their
products. Along with this all the marketing actions can be identified which improves the speed of
improvement as prompt actions can be taken. The satisfaction level of the customers can be
increased as with this better promotion can be made and availability can be ensured due to which
the sales of the company can be increased.
TASK 3
P4. Marketing Plan for Burberry
Marketing plan is a document containing several aspects which is necessary to be considered
by marketing staff while promoting any new product launched by an organisation. It assists
marketing employees to get understand about the company’s mission and vision behind launching a
new product in the competitive market.
Importance of marketing plan:
Marketing plan facilitates an organisation in estimating various future course of action that
has to be adopted by them as various strategies can be formulated well in advance. With the
marketing plan actions can be determined that can be undertaken do that objectives can be achieved.
Overview of company

Burberry is UK based organisation which is engaged in selling fashionable clothes, accessories,
fragrances etc. It has attained strong market position at present due to making continuous efforts in
updating their offerings with innovation. Now, the management of Burberry decides to launch
organic sunscreen for youths who demands more. The main motive of company is to increase its
customer base and revenue (Perreault, 2018).
Marketing objectives for new business plan
Before launching its new product, the marketing manager of Burberry has to frame SMART
objective that can be easily understandable by the marketing team members. The company has
objective to increase existing customer base by 20% through providing training to staff to make
them more capable to market new product with innovative way. The marketing manager has aimed
to achieve such objective within 6 months.
STP for business
Segmentation:
It is the process of dividing population on the basis of their interest and buying behaviour so that it
makes easy for manager to identify the targeted customers who preferred more to buy their products
and services (Pooler, 2018). At present, Burberry launches new organic sunscreen for the youth
giving more priority to female. Due to this, the marketing manager has targeting demographic
segmentation in which they can easily target female customers who uses on regular basis. Along
with this, marketing manager targets psychological market as well who prefer quality over price.
Thus, the success of new product into market is very much depend on these two targeted market.
Targeting:
It is an activity of choosing one specific group of customers from entire population so as to
make easy for framing an effective marketing strategies (Quesenberry, 2015). Burberry launches
new organic sunscreen product thus targeting youngsters as in modern scenario they are more
conscious about their skin.
Positioning: It is final step of segmentation model in which Burberry tries to create good image in
the customers’ mind by providing favourable information related with their new product through
using various promotional tools such as TV advertisement, official website etc.
Marketing mix of the business plan
It is a technique which is necessarily used by Burberry to analyse market conditions which
are more fluctuating in nature that can affect the growth and success of new product into market.
Marketing mix for Organic sunscreen is mentioned as under:
Product: Organic sunscreen is decided to launch by Burberry containing healthy
ingredients which makes positive affect on skin of customers.
Place: The company has decided to introduce its new product in London first and then in

other cities of UK.
Price: The manager of Burberry has decided to adopt price skimming strategies to easily get
huge number of customers within less time period. Under this strategy, the company first sell its
new product at lower cost and later increasing prices after analysing demand of market.
Promotion: Social media platform is the main priority of marketing manager to use in order
to promote its new product as huge number of customers are active on daily basis on such platform.
Budget:
Marketing manager has prepared a budget for new product with having 1500 pound which is
allocated in following way:
Particulars Amount(£)
Advertising on TV (10%) 200
In social Media Platforms (25%) 500
On newspapers (10%) 200
Sales Promotion- (30%) 600
Monitoring and controlling: The marketing manager prepares an affective marketing plan with
suitable plans and actions but it can be achieve desired outcomes only if they monitor and control
activities at each stage. For this, KPI and Financial governance tool can be used in order to measure
the performance level so that it makes easy to know whether the company gets desired results after
launching its new products or not. For example, KPI is used to compare the performance level of
employees between past and present. It helps in identifying the deviations if any, which may restrict
the employees to perform its best.
CONCLUSION
It can be concluded from the above report that marketing is an essential part of an organisation
in its growth and long-term sustainability in market. Marketing function performs different roles
and responsibilities including promotions, improving brand image of company, conducting market
research etc. which help company in identifying accurate information related with current market
trends. To support marketing function, there are various other departments such as finance, HR,
Production etc. who equally perform for the achievement of organisational goals and objectives. To
make new product more successful in competitive market within shorter period of time, it is
important for marketing manager to produce an effective marketing plan consisting of various
actions such as framing objectives, STP, Marketing mix etc.

REFERENCES
Books and Journals
Armstrong, G.M., and et. al., 2018. Marketing: an introduction. Pearson UK.
Bång, A. and Hell, J., 2015. Digital Marketing Strategy: Social media and its contribution to
competitiveness.
Batum, T.P. and Ersoy, N.F., 2016. The Use of Social Media in B2B Marketing Communications: an
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Chernev, A., 2015. The marketing plan handbook. Cerebellum Press.
Cluley, R., 2017. Essentials of advertising. Kogan Page Publishers.
Hanlon, A., 2019. Digital Marketing: Strategic Planning & Integration. SAGE Publications
Limited.
Larson, J. and Draper, S., 2015. Internet marketing essentials: A comprehensive digital marketing
textbook. Stukent, Incorporated.
Pappas, N., 2016. Marketing strategies, perceived risks, and consumer trust in online buying
behaviour. Journal of Retailing and Consumer Services. 29. pp.92-103.
Pater, L.R. and Cristea, S.L., 2018. A systemic characterization of organizational
marketing. Procedia-Social and Behavioral Sciences. 238. pp.414-423.
Perreault, W.D., 2018. Essentials of marketing. New York: Mc Graw Hill.
Pooler, J.A., 2018. Demographic targeting: the essential role of population groups in retail
marketing. Routledge.
Quesenberry, K.A., 2015. Social media strategy: Marketing and advertising in the consumer
revolution. Rowman & Littlefield.
Slootweg, E. and Rowson, B., 2018. My generation: A review of marketing strategies on different
age groups. Research in Hospitality Management. 8(2). pp.85-92.