Marketing Essentials for Burberry and Alexander McQueen

Explore the application of marketing mix strategies for Burberry and Alexander McQueen, comparing their tactics and evaluating business marketing plans. Understand the importance of SWOT, PESTLE, and STP analysis in achieving marketing objectives.

Marketing

Contents
Introduction:....................................................................................................................................3
2.1 Provide an introduction to the organisation you have selected and compare the application
of its marketing mix for its marketing mix planning process to achieve business objectives
with that of the other larger organisations you have selected (P3)..............................................4
2.2 In the light of the findings from the above task, produce and evaluate a business marketing
plan for the organisation you have selected (P4).........................................................................7
2.3 Considering the example of the same two organisations, evaluate the different tactics
applied by them to demonstrate how their business objectives can be achieved in a better way
(M3).............................................................................................................................................9
2.4 To enable your selected organization in achieving overall marketing objectives, design a
strategic marketing plan that tactically applies the use of the 7P’s (M4)..................................13
2.5 Based on the findings of your evaluations, create detailed, coherent evidence-based
marketing plan for the organization you have selected (D2).....................................................16
Conclusion:....................................................................................................................................18
References:....................................................................................................................................19

Introduction:
In this task, there is the concise exchange with respect to the idea engaged with the marketing
essentials. Marketing essentials usually assume a vital part of meeting all destinations of the
company. This report likewise clarifies the few components of the marketing mix that assistance
in making the clients fulfilled and making the items and administrations advanced in the market.
Regardless of whether it is turning into a reliable consumer purchasing an item and
administration or giving to a charity, associations utilize a scope of marketing methods and
instruments to educate and impact us. Marketing action plan for Alexander McQueen and
Burberry are depicted in this report by utilizing the 7P's idea of the marketing mix. The
mindfulness with respect to marketing basics is too high in the present market situation around
the globe. Both the brands took are started in the UK and known for their clothing range.

2.1 Provide an introduction to the organisation you have selected and compare the
application of its marketing mix for its marketing mix planning process to achieve business
objectives with that of the other larger organisations you have selected (P3)
Introduction:
A standout amongst the most famous promoting terms is called a marketing mix. The marketing
mix incorporates 7P’s like product, place, price, promotion, process, packaging and Physical
evidence. This present P's can be clarified freely yet are reliant on each other. It can likewise be
called as an arrangement or strategy to advance a brand in the market (Jersey, 2017).
The 7P’s compared here are of Alexander McQueen and Burberry which are famous luxury
clothing brands from the UK. Both the Brands have their headquarters in London. The 7P’s used
by both the brands to achieve their targets are,
Seven P’s Alexander McQueen Burberry
Product Alexander McQueen is known for
its fashionable clothes which are
respected worldwide for their
unique designs (Jersey, 2017).
When it comes to product
Burberry is the most trusted
clothing brand in the UK. It keeps
on raising the demands for its
valuable products through the
country.

Pricing With the innovative designs and
high-class quality price range is
quite too high for common
consumers.
As all the products of Burberry
are results of stupendous
craftsmanship the price reaches a
premium level.
Promotion One of the core parts for Alexander
McQueen is its promotion; they use
high-class magazines to showcase
their brands (Fan, et. al., 2015).
Burberry uses visual media for
the promotional activities and
they sign famous celebrities for
their ad campaigns.
Place Products of this brand are sold
through International franchises and
stores located in almost every
country.
More than 500 outlets of Burberry
are seen in more than 50 countries
which makes this company a
pioneer.
Process Alexander McQueen uses websites
as their primary way to market their
products. The social media here can
prove as an open call to customers.
This brand uses two marketing
mixes which are mass marketing
and niche marketing in their
process.
Packaging Alexander McQueen uses different
kinds of packaging methods for its
different products like a solid box
for its fragile products.
Burberry is the only brand in the
UK which shows the power of
packaging, its attractive logo on
the packets is really a charm.
Physical evidence Physical evidence is given by the
products of its company which
provide a beyond luxury feel to the
customers.
Burberry has its outlets
throughout the UK, which
provides ease to the clients
purchasing its products.

Figure1. Burberry: mobile accounts for 60% of online traffic.
(Source: Ecommercenews mobile accounts, 2016).

2.2 In the light of the findings from the above task, produce and evaluate a business
marketing plan for the organisation you have selected (P4).
Burberry is one of the key parts of promoting the capacity of tactics; they are the short term ideas
which are actualized considering that in the end goal to pull in the objective customers. To
accomplish the settled targets and objectives of an organization diverse strategies are taken after,
some of which are talked about underneath:
Operational strategy:
Operations system is the aggregate solid activities picked or invigorated by corporate tactics. It
incorporates setting up a few offices near your objective clients, moving to more affordable
quarters putting resources into enhanced plant and gear, and changing the time of operation to
fabricate upwardly or bring down the costs of staying with the open (Heikkurinen and
Bonnedahl, 2017).
Financial strategy:
A financial strategy can help Burberry to set objectives and make it simpler for the brand to work
towards a more different and stable income blend. This includes its analysis of main risks,
reserve policies, funding objectives, financial situation and so on (Fan, et. al., 2015).
Performance Measurements:
Burberry should use performance measurements to measure in detail about what is expected
from the employees in relation to specific objectives of the business. This usually relates to the
quality of performance, how fast activities are completed or whether the tasks are completed
within the planned budget (Scott, 2015).
Implementing the plans:
Burberry additionally should be dynamic to the point that motivation behind time where all
frameworks change into an advantage. Before disseminating the course of action each product
and organization which will be offered should be checked well so the clients won't get impacted

in any kind of negative way and get the best products of top quality delivered (Heikkurinen and
Bonnedahl, 2017).
Motivating employees:
In a brand like Burberry, employees need to be satisfied by the services they get from the
organization as a happy employee will create more genuine products and will result in more
happ0y customers.
Figure 2: 7P’s of marketing.
(Source: Academy, 2017).

2.3 Considering the example of the same two organisations, evaluate the different tactics
applied by them to demonstrate how their business objectives can be achieved in a better
way (M3)
Marketing plan acts like a diagram for the promoting exercises (Armstrong, et. al., 2015). A
fundamentally investigated and created advertising design is required for Burberry to investigate
new open doors in the focused new markets. To survey the outside condition, PESTEL
examination is utilized. Rivalry in the market can be inspected with the assistance of marketing
plan.
Preparation of mission statement:
As preparation of mission statement is the initial step of promoting arranging so here assessment
and every one of the things related to planning are finished. In the statement of purpose,
everything is specified that is identified with the promoting plan. The point can be chosen by
analyzing the client's requests, online study of the lags or any of alternate strategies.
Company Overview and its objective:
Burberry is an incredible enterprise with a superb history. It was built up in a residential area
named Basingstoke in the UK by a twenty-one-year-old kid. The mould segment of Burberry
tends to the most recent patterns while coherence items keep up the trustworthiness of the
ageless and extremely great Burberry "feel". Burberry redid its image picture, enlisting new
creators who took the mark plaid from luxury clothes to swimming outfits.
SWOT (Internal Analysis) of Burberry.
Strength:
Received Royal warrant twice till now.
Reestablished them from mere manufacturer to
a luxury brand.
Weaknesses:
Burberry has to deal with cheap imitations.
Limited product line.
Premium price range.

Strong retention of the brand.
At least 10,000 people are employed.
One of the largest fashion spot in the UK
offering clothes, perfumes, beauty products
and so on.
Opportunities:
Developing emerging markets.
Higher demand for premium products.
The global expansion would help the brand
grow internationally.
More customers can be achieved by using e-
commerce.
Threats:
Threats from fake products.
Competition from other sellers.
Continuous changing customer lifestyle.
Extraordinary rivalry in the portion can
decrease Burberry's piece of the overall
industry.
The clients have a higher dealing force and low
exchanging costs.
PESTLE (External Analysis) of Burberry.
PESTEL analysis Influence
Political The distinctive nations in which Burberry
flaws require the association to submit to their
local hires, unique laws, which can be horrible
to the working of Burberry here and also their
political precariousness upsets the supply
chains and stores.
Economic Economic crashes affect the flaw of Burberry,
most of the tourists visiting the UK purchase

its products because of its unique standard
which is affected by economic downturns.
Socio-Cultural Dress codes of consumers vary from place to
place to deal with it Burberry engages with
many of the social activities which help it in
getting more knowledge about the customers.
Technological Latest forms of technology are used by
Burberry for not only productions but also in
advertising.
Environmental Burberry items, like internal apparels and
jeans, are produced using natural cotton fleece
that can't damage the environment. A typical
fiasco is usually hard to anticipate as no one
knows when it will happen.
Legal Burberry abides all the rules suggested in the
particular countries they are operating to
protect from any loophole in the work.
STP (Segmentation, Targeting, and Positioning)
Segmentation: It causes the organization to execute their operations and procedures adequately
which in this way helps in expanding their deals.
Targeting: It helps the promoting administrators of the organization to maintain the emphasis on
a specific portion of the organization (Hollensen, 2015).

Positioning: This is finished so that the following best practices by Burberry with the goal that
the organization may contribute its social obligation towards the general public as well.
Strategy:
Burberry needs to make the packaging process safer to protect its products from further hazards
like rain or theft. To complete that process they need to apply a coating to the final package and
keep a proper track of the product till it is delivered to the client.
Budget:
Purchasing cost 1$ per piece
Implementing cost 10$ per 100 pieces.
Advertisement cost 80$
Total 91$
Outcome:
The new strategy of packaging will help the company in making more genuine products and
more efficient marketing the new packaging strategy will help in more customer attraction and
more efficient delivery to the customers.

2.4 To enable your selected organization in achieving overall marketing objectives, design a
strategic marketing plan that tactically applies the use of the 7P’s (M4).
Through the advertising design of Burberry, the destinations will be assessed by the result of the
organizations internal and external analysis (Notes Desk, 2014).
7P’s of marketing in Burberry Elucidation
Product Products of Burberry are now of brilliant which should be
kept up further. This additionally implies that the time
when this action is happening turns out to be imperative
(Jobber and Ellis-Chadwick, 2012).
Pricing The price of products is usually high which is due to the
high quality of products but can be decreased when it
comes to delivery charges and packaging.
Place Burberry distributes its products throughout the channels
which are present in every corner of the globe.
Promotion Celebrities like Kate Moss and Agyness Deyn are used for
promoting the brand through advertisements and other
technologies such as creative hoarding and digital
pamphlets are distributed.
People Stakeholders of the brand are equally responsible for its
overall image so the brand needs to keep them satisfied to
promote the company.
Process There should be kept a balance between standardization

and customization.
Physical Evidence The interiors of its outlets are well furnished which lure the
customers to enter it and the level of comfort and quality its
products offer are unmatchable. Proper BOA is also
maintained by the Burberry group.

Figure 3: Marketing planning process.
(Source: Fawzy, 2015).

2.5 Based on the findings of your evaluations, create detailed, coherent evidence-based
marketing plan for the organization you have selected (D2).
The SWOT analysis, STP and PESTLE analysis help the Burberry to find out the threats, future
opportunities, strategies and other methods to set up an extraordinary mark in the society,
Burberry's people group are exceedingly collective and at the same time grasp both natural and
diagnostic viewpoints. Inside, Burberry discusses dealing with the business progressively and
concentrating on the things they can control. Through a scope of exercises, Burberry is
attempting to incorporate the advantages of the physical and advanced circles. Eventually, the
vision is to serve totally any shopper on any stage in any place. Sympathetic worldwide groups
assume a priceless part, devoting their chance and energy to volunteering and socially
dependable activities. As far as happenstance, regardless of Burberry's position among the
biggest extravagance clothing and embellishments marks all-inclusive, it is undersized in scent.
The main aim of Burberry is to stand up as an outstanding organization that leaves an
unresolvable positive mark on the market and earn the unachievable (Westwood, 2016).
Conclusion:
Preparation of
mission statement
Company Overview
and its objective SWOT of Burberry
PESTLE of
Burberry
STP Strategy
Budget
Outcome

The 7P’s of Burberry show all the strengths and weakness that he poses as a brand. Burberry
being a stupendous brand in the UK is preferred at first place by the Royal family and
contributes much of the apparel market. There is a high level of dangers involved with the
changing markets and preferences which should be kept in mind while attempting any of the
policies.

Conclusion:
Subsequent to investigating this report in view of marketing concept of marketing essentials one
might say that promoting basic is the central point in understanding the marketing idea of any
organization. It is a capacity that should be embraced in various associations with the goal that it
can recognize the requirements of the market and clients. The report illustrates the unmistakable
quality of parts and errands with the marketing mix systems utilized by Burberry for satisfying
their business destinations. On the off chance that organization takes after the market design at
that point there are chances that development of the association is considered. In the wake of
breaking down the internal and external business condition of the organization, it has been seen
that Burberry can possibly contend in the business and if the following strategies are followed it
can surely achieve its desired goals.

References:
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January 16 2018].
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