Marketing Essentials

This presentation provides an overview of marketing essentials, including the marketing mix and marketing plan. It discusses the importance of marketing in business growth and profitability. The presentation also includes case studies of Burberry and Gucci, and their marketing strategies. Find study material, solved assignments, and essays on marketing strategies and the marketing mix.

Marketing Essentials

Table of Content
• Introduction
• Marketing Mix
• Marketing plan
• Conclusion
• References

Introduction
Marketing refers to the process of promoting products and services in order to attract
customer and retain them for long period of time. In other words, it is an essential part
of business through which it grows and develop. Along with this, marketing is a kind
source due to which an organization is able to increase its sales as well as earn high
margin of profits.

Marketing Mix
Marketing mix refers to all those factors that can help company to attract and influence
customers to buy product offerings. This includes all those factors which can be
controlled by organisation and play a major role in increasing sales of company.
Marketing mix consist of 7 P's such as product, price, place, promotion, process, people
and physical evidence. It is a tool for developing effective marketing strategies in order
to increase profits of company.

Cont.…
Product: Product refers to any article that is manufactured by organisation to sale.
Burberry company is dealing in fashion industry and it is specializes in developing
trending and fashionable clothes. Gucci is a well known brand which is providing
excellent services and supplying high quality products to customers.
Price: This company is providing luxurious items with distinctive design so its prices
has to be premium. Burberry company is cater to high class elite zone. Pricing strategy of
Gucci product depends upon various factors such as price of competitors product as well
as cost involved in developing products.

Cont.…
Place
Place is marketing mix refers to areas where company is offering its products and it also
includes the channel through which company is delivering its products to ultimate
customers. Burberry company is providing its products and services worldwide. Gucci is
offering its products to customers with outstanding distribution channel.

Cont.…
Promotion: Burberry company is using various methods for promoting its products in
market area. Promotion includes different ways to attract customers and inform them
about features of products. There are various methods of promotion products and
services. Gucci is using both traditional as well as modern methods to promote its
products.

Cont.…
People: People in marketing mix can be consider as a employees or management of
company. Burberry company is hiring employees with high skill set who is able to
perform effectively in organization. People of Gucci company are most important
capital.

Cont.…
Process: Process of Burberry company includes manufacturing of products to
delivering it to end customers. Burberry process includes developing high quality
products in order to deliver value to customer through its products. It can be refer as
a system through which company is delivering products to targeted customers.
Process of Gucci company includes manufacturing of product, movement of product
to stores as well as providing customers services.

Cont.…
Physical evidence
Burberry physical evidence includes environment of its stores and other facility
provided by company to its customers. Physical evidence of Gucci play a major role
in attracting customers and selling its products.

Marketing plan
Marketing plan refers to a document which consist of all information regarding plan of
organisation. It is a framework for a which include different strategies or decisions that
helps organisation to achieve set goals and objective of organisation. Burberry
company is planning to offer its products to new market area and for this company have
to develop an effective marketing plan. Marketing plan includes objective and on the
bases of this objective all strategies are developed.

Cont.…
Objectives:
To enter into new market area of Poland in order to increase 30% profitability within 6
months.

Cont.…
Situation analysis
• Strength
• Weakness
• Opportunity
• Threat

Cont.…
Strategy
• Segmentation
• Targeting
• Positioning

Cont.…
Action plan : After developing various strategies, company needs to put these
strategies into actual action plan. In order to achieve objective, marketing mix is
mention as Product, Price, Place, Promotion, People, Process, Physical evidences.

Cont.…
Marketing Budget
MARKETING BUDGET
PARTICULARS I Year II Year III Year IV Year V Year
Initial money 6000 7000 12600 12800 19640
Investment 12000 12500 23840 32900 16480
TOTAL 18000 19500 35440 45700 36120
MARKETING OUTLAY
Promotion 5300 1800 6500 3500 2000
Sales publicity 3000 2500 3600 2000 2000
Direct selling 3500 2600 5000 3500 5600
TOTAL 11800 6900 15100 9000 9600

Conclusion
From the above report it can be concluded that marketing is an essential part of
organisation. It is responsible for carrying out different functions which help company
to achieve set goals and objective. Roles and responsibility of marketing function will
leads to increase productivity and profitability of company. Marketing mix is a strategic
tool which includes various factors that can be controlled by company and attract
customers towards business.

References
• Vadivelu, N., Kaye, A.D. and Berger, J.M. eds., 2012. Essentials of palliative care.
Springer Science & Business Media.
• Varela, S.L.L., 2014. Teaching Heritage Business and Marketing: A Solution for
Heritage Preservation. Advances in Archaeological Practice, 2(2), pp.80-90.
• Zeuch, M. ed., 2016. Handbook of human resources management. Springer Berlin
Heidelberg.

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