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 development. The presentation also includes case studies of Burberry and Gucci, and their product offerings, promotion strategies, and processes. It concludes with a discussion on marketing objectives, situation analysis, and marketing budget. Improve your understanding of marketing essentials with Desklib's study material and assignments.

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.…
Basis Burberry Gucci
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.
Products of this company is appreciated worldwide
because of its unique and distinctive design.
Product category of Burberry includes clothing,
accessories, performs and cosmetics. It's product
line consist of women's wear, men and women
accessories, shoes, beauty and children's wear.
Burberry products are fashionable jackets, shirts,
tops, skirts, trousers, coats, jewellery, scarves,
watches, sunglasses, boots etc. Products of this
company is developed with high quality to offer
valuable goods to customers.
Gucci is a well known brand which is providing
excellent services and supplying high quality
products to customers. This company is
manufacturing different products for men and
women. Gucci is brand which is a symbol of
quality products and offering diverse portfolio with
grate length, width and depth of product variety.
Products range of Gucci includes shoes, handbags,
ready to wear cloths, jewellery, watches and other
accessories. This is developing luxury fashion
products. It is offering vast range of products to
customers with different colour and unique design.

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. It is
developing effective marketing strategies so that
company can communicate and inform targeted
customers about its offerings Burberry is using
many celebrities to promote its brand such as Kate
Moss, Agyness Deyn etc. Promotional tools and
techniques used by this company is TV
advertisements, print media, online ads, Billboards
to attract targets customers. It is using creative
techniques to influence more and more customers
towards organisation.
There are various methods of promotion products
and services. Gucci is using both traditional as well
as modern methods to promote its products. It is
very important for company to promote its products
in creative and innovative way in order to get
competitive advantage from its rival companies. It is
using different tools and techniques to promote its
products as per requirement of different area.
Traditional promotional tools used by this company
includes advertisements, fashions magazines, print
media etc. Morden methods of promotion consist of
online and digital marketing. Gucci is more focusing
on this strategies in order to attract and
communicate with large number of customers at
same time.

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 is using good
quality inputs in order to process high quality
outputs. Process of this company does not end at
delivering of products but it also includes taking
feedback from consumers so that company can
identify customers view point as well as modify
process or product as per requirement of
customers.
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.
Gucci is using new and innovative technology in
its process so that they can improve overall
process of organisation. It is using high quality
raw material in its manufacturing process in order
to offer qualitative product to customers.

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 below
• Product
• Price
• Place
• Promotion

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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