Marketing Essentials: Compare Ways Organizations Apply Marketing Mix

This document discusses the concept of marketing essentials and how organizations apply marketing mix to achieve business objectives. It compares the ways in which different organizations use marketing mix and evaluates tactics used to demonstrate achievement of objectives. The document also includes a basic marketing plan for a new product launch by Burberry.

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Covered in PPT............................................................................................................................3
TASK 2............................................................................................................................................3
Part A...............................................................................................................................................3
Compare ways in which different organisation apply marketing mix to marketing planning
process to achieve business objectives........................................................................................3
Evaluate different tactics applied by organizations to demonstrate how business objectives has
been achieved...............................................................................................................................6
Part B...............................................................................................................................................6
Produce and evaluate a basic marketing plan for an organisation...................................................6
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing essential refers to a strategic term that is used to creating the value for the
customers. It is an activity that every organisation can undertakes to advertise their goods and
services for the motive of satisfying the demands of the customers. It also helps in managing the
relations with the customers by proper controlling, directing and managing all the activities
within the business firm (Baker and Saren, 2016). In this organisation that is taken to complete
this report is Burberry that is luxury fashion house in the UK, headquartered in London, England.
It provides the various types of products like cosmetics, perfumes, clothing, accessories,
sunglasses etc. As it was founded in 1856 in UK but now deals in all over the world. It includes
the role of marketing and various functions of marketing that interrelate with the other functions
of an organisation. Further it shows the elements of marketing mix that includes 7 Ps and also
marketing planning process. At last it involves the business plan for the new product that is
launched by the Burberry.
TASK 1
Covered in PPT
TASK 2
Part A
Compare ways in which different organisation apply marketing mix to marketing planning
process to achieve business objectives
Marketing mix: It refers to an framework which is used to maintain the structure of
various variables of marketing that are needed to monitor the needs and wants of the consumers
that helps in meeting the marketing mix goals (Harrison, 2016). This factor works in a
synchronization with one another that somewhere related to fulfils the demands of the customers
and brand image of the company. It includes the 7Ps of marketing elements that includes
products, price, place, promotion, people, process and physical evidence. In Burberry manager
can developed a comparison chart with the help of 7 Ps that can be shown below.
Basis Burberry Louis Vuitton
Product Burberry is one of the largest
fashion house in UK that deals
Louis Vuitton is the largest
fashion house retail company

in varieties of product range
including Menswear, women
wear, Kids wear, cosmetics,
accessories, perfumes, bag and
wallets for men’s and
women’s. It style design and
quality of product make them
a successful brand in the
world (Baker and Magnini,
2016).
that only deals in luxury
products like bags, jewellery,
accessories, sunglasses, shoes,
watches. In recent year
company can enhance their
brand image by hiring the new
and young designers that can
helps in attracting the
customers.
Price Burberry current pricing
strategy is premium pricing
strategy because they sales the
excellent craftsmanship and
creative designs products and
targets the high class people
from whom money does not
matter they only matter
quality.
Louis Vuitton is follow a
premium pricing strategy that
believes not to reduce the
price of the products and does
not offers any sale and
discounts on their products.
This price is based on their
uniqueness in the material and
quality that showcase the
premium quality products.
Place As Burberry is one of the
largest company in the UK
and deals in around 51
countries internationally and
having 475 stores worldwide.
They also sales their products
with online and offline
channels having an effective
team of supply chain who can
manage all their orders and
sales.
Louis Vuitton deals
internationally with having
4915 stores worldwide
because it has clear
distribution process as
customer buy their products
they visit their personalized
stores they limit the use of
channels and exclusive
distribution (Bünte, 2018).

Promotion As Burberry is the luxury
company that can promote
their goods by using various
modes in this they generally
use the high class magazines
so that they can attracts the
rich people (Pike, 2016). They
also hire a celebrity i.e. British
model to promote their
products. Further they take
part in various exhibitions and
events around a year.
Louis Vuitton can promote
their products by taking the
help of celebrity endorsement
such as Jennifer Lopez, Kate
Moss etc. They also organize
the events to promote their
products in which only high
elite people are involves.
People Burberry have 9862
employees that are working in
their organisation in this they
can divide their teams as per
their skills, qualification and
experience and according to
that allocate the task to them
(Piñeiro-Otero and Martínez-
Rolán, 2016). in this they are
involve in satisfying the
customer’s needs by providing
the proper training to the
employees and in this people
are working with the suppliers
to get the effective raw
materials.
In Louis Vuitton 121289
employees are working in this
where large amount of staff
work for satisfying the
customers issues in which they
provide the guide to their
customers about their
offerings so that they can
attracts towards it and buy the
products. They also provide
training to their retail
employees so that they can
attractively attend their
consumers.
Process In this Burberry can make sure
that the offering are always
available in the stores for this
Louis Vuitton always involve
in researching the market by
using advanced technology so

they can installed the system
software where managers can
note the quantity of the goods
and level of present stock so
that reduction cannot be faced
in the retail stores.
that they can easily understood
the demand and preference of
the high elite peoples. In their
retail store they can install
software in system that helps
in managing the inventory
level in all the stores
worldwide.
Physical evidence In Burberry the atmosphere is
very emerging as their all
employees are interactive and
handles all the query related to
the customers in this its logo is
the sign that is distinct and
easily identifiable by the
customers and general public.
Louis Vuitton always sale
their products with distinct
color and packaging that helps
the customers to indentify
very easily in the retail stores.
Evaluate different tactics applied by organizations to demonstrate how business objectives has
been achieved
The idea of promoting blend commands the different stages for some organizations.
Promoting chief need to understand the need of showcasing the items and administrations as
these exploration brings new methodologies. It incorporates the significance of client
maintenance, organizing, showcasing encounters, client relationship promoting among different
patterns which helps in making the hypothesis and practice of advertising (Wirtz and Lovelock,
2016). Circulation and advancement is the piece of advertising blend as it offers the market so as
to pull in the utilization and consideration. The components of advertising blend are not just
worry with the physical items and incorporate different administrations, individuals,
associations, thoughts and some more.

Part B
Produce and evaluate a basic marketing plan for an organisation
A marketing plan is a detailed outlay of the overall procedures and practices that are
followed by an organisation in order to ensure that the new products and services are marketed
effectively to the targeted customers (Rancati, Gordini and Capatina, 2016). In relation to
Burberry, it is planning towards launching a new offering by the name of “Ageless”, which
would be a new range of perfumes that would be completely organic an could be used by people
belonging to old age groups. The agenda towards development of this offering is associated with
breaking the notion of beauty standards for older individuals. Therefore, below is the marketing
plan for this new offering:
Company Overview:
Burberry is one of the biggest cosmetics and accessories organisations in the United
Kingdom. The company has its market worldwide and is considered a leading brand. However,
quite recently the firm wishes to enhance its market share by expanding its customer segments.
Therefore, this organisation is hence coming up with a new offering for this purpose.
Vision and Mission Statements:
The vision of the organisation is to appropriately position itself as a premium luxury
fashion brand worldwide. Moreover, the mission of the firm is to sharpen its positioning through
sustainable growth and higher margins, along with delivering attractive returns the customers.
Strategic Marketing Objectives:
With the new offering, the firm has several marketing objectives which are explored
below:
 The company wishes to enhance its profitability by at least 2.5% in the next 3 months.
 Burberry aims at expanding its customer base by 7% in the coming 6 months.
 Firm plans to ensure enhancement its overall sales by 12% in the next 12 months of
launch of this new offering.
Market Research:
A prominent and effective market research has been adopted and implemented by the
organisation, considering the fact that it is imperative before development of a new offering.
Therefore, the company used both primary and secondary methods to search the market in

which, questionnaires and internet polls like Google Analytics have been chosen respectively
(Akbar, Omar and Wadood, 2017).
Situational Analysis:
This is another important step towards marketing the product where it is necessary to
determine the conditions prevailing internally and externally within the business environment.
Therefore, in relation to the firm and its offerings, below is implementation of SWOT analysis,
which would enable the company in determining the best possible manner in which the new
offering could be developed and marketed.
STRENGTHS WEAKNESSES
 High Investment Capacity
 Effective Goodwill
 High emphasis on premium offerings
 Standard Marketing Approaches
OPPORTUNITIES THREATS
 Technological Advancements like AI
and Automation in product
development and quality assessment.
 Demand within customers towards
organic offerings for preservation of
skin.
 High competition from companies such
as Lakme and Loreal is a constant
threat.
 With Brexit, the standard of living has
reduced which might lead the firm
towards reducing its product range.
Customer Segmentations:
It is very important to determine the target market upon which the offering of the firm
would be subjected upon, for which, Segmentation, Targeting and Positioning (STP) Approach is
being used and which is discussed below:
 Segmentation: This process is associated with dividing the market as various
characteristics, such as Geographical, Demographical and Behavioural (Zackariasson and
Dymek, 2016). Therefore, the segments would include people who live in Urban Areas of
the UK, who have income levels of more than £1,000, who are aged between 55-75 years
and are interested in buying cosmetics and inclined towards organic offerings.
 Targeting: This procedure is related to targeting specific customers from the above
mentioned segment. Therefore, for Ageless, the firm would be targeting individuals that

have income level more than £1,000, who are aged between 55-75 years and are inclined
towards organic offerings.
 Positioning: The firm would position its product in the both online and offline formats.
For instance, the former would lead to the availability of the products at the
organisation’s physical outlets, whereas, the latter would require the company to
showcase its products on its website, as well as other e-commerce platforms like
Amazon.
Marketing Mix:
 Product:
This refers to the product strategy adopted by the company. Therefore, in relation to its new
offering, Burberry would be adopting Diversification as its product strategy as it would be
providing customers with a different feature within its existing range.
 Price:
This is related to the pricing strategy of the firm. For this offering, the company would be
adopting Demand Based pricing, where the firm would be modifying its price range as per the
demand of its offerings, which would also allow the firm to sustain the threat of Brexit and other
competitive firms (Stephens, 2016).
 Place:
The organisation would be providing its offering both within its physical stores, as well as
through online channels like Amazon and its company Website.
 Promotion:
In relation to promotion, the company would be coming up with a new online marketing
campaign by the name of “Beauty Knows no Age”, through which it would be promoting the
offering on social media platforms like Facebook, Twitter, Instagram and YouTube. Moreover,
the firm would also be attracting target market through Celebrity marketing by engaging famous
personalities to promote the product on digital platforms.
 People:
These refer to both, the employees and the customers. In relation to the former, they would
be given specialised training using methods like on-the-job training and simulation to ensure that
their performance is enhanced within this product development. Moreover, as for customers, the

firm would be engaging with them through online chat forms, as well as online surveys and
spontaneous feedback and customer care services.
 Process:
In relation to the process, the company would be using AI and Automation for the product
development, which would allow the firm towards ensuring high quality development which
would be completely organic.
 Physical Evidence:
The product would be available in small bottles which would be easily used by females, as
well as would be using glass which could be recycled after use.
Marketing Budget:
PARTICULARS First Year Second Year Third Year FourthYear Fifth Year
Initial Capital 4000 5000 12000 16000 12000
Investment 8000 7000 5500 8000 11000
TOTAL 12000 12000 17500 24000 23000
MARKETING OUTLAY
Marketing
Expense 3500 6000 8300 8000 4300
Publicity Expense 3500 9000 10000 8000 18000
TOTAL 7000 15000 18300 16000 22300
Evaluation and Monitoring:
It is imperative for an organisation to evaluate and monitor the effectiveness of their plans
and for which the firm would be using Key Performance Indicator (KPI) as an effective tool.
Through this method, Burberry would be setting up several indicators that would determine the
effectiveness of the new offering in meeting the above mentioned objectives (Ottman, 2017).
The indicators in this regard would be profit, sales, positive feedbacks and review on several
rating sites.
CONCLUSION
From the above report it is to be concluded that the marketing is an essential term to
direct, control, manage all the activities within the organisation so that they can fulfils the
demands of the customers in an effective way. It can explain the roles, responsibilities and
functions of the marketing departments of the business firm. The main motto of this functional
department is to satisfy the customers’ demands and promote the goods and services in an

effective way. It also suggests the interrelations of other departments of the organisation with the
marketing departments because it helps in solving the issues and completes the targets in a
timely manner so that they can achieve the sustainability of the firm in the marketplace. It also
improves the employee’s productivity that gives the proficient outcomes to the specified task.
Further 7 Ps of marketing mix helps in making the plans as per the demands of the market and
the internal capabilities of the firm and due to this an organisation can build a business case for
analyzing the budget and required strategy to achieve the goals.

REFERENCES
Books & Journal
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