Marketing Plan for Introducing Sun Glasses by Burberry

MARKETING
ESSENTIALS
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Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1 ...........................................................................................................................................3
(Covered in PPT)....................................................................................................................3
TASK 2............................................................................................................................................3
P3 Marketing mix of different organisations to achieve business objectives........................3
M3 Different tactics applied by organisations to business objectives....................................6
TASK 3............................................................................................................................................7
P4 Evaluate the marketing plan.............................................................................................7
M4 Produce a detailed marketing plan for an organisation....................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11
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INTRODUCTION
The marketing plays an important role in an organisation as its functions include
advertising and promotions of products to the customers (Perreault, 2018). The approach of
marketing for different companies can be different but they need to decide the activities which
will help them to be successful. The marketing strategies of the organisation helps in identifying,
analysing and understanding the needs of employees and customers. They should understand
their needs and wants and make strategies to fulfill it. The organisation chosen for this report is
Burberry. The organisation is in luxury fashion and make clothes for menswear, womenwear and
childrens. It is a fashion brand found in 1856 in UK. It designs clothes for rich customers and
understands their needs. It is a big organisation and makes the clothes trendy. The report include
the roles and responsibilities of marketing as a function, analysing the relationship between
marketing and other functions, importance of marketing mix to the organisational success,
developing marketing plan for the organisation.
TASK 1
(Covered in PPT)
TASK 2
P3 Marketing mix of different organisations to achieve business objectives
The marketing mix is the set of actions and tools used by companies to promote its
products. They use the tactics to sell the products and make strategies for achieving profits. They
help organisations to understand to place right product at right time and at right place. The 4P's
were used by organisations when companies used to sell products and there was little service
included. With the increase in service the customers are focussed on getting experience. The
extended P's are related to the service provided by organisations (Stephens, 2016).
Marketing Mix Burberry Zara
Price- It is the value received
by customers from products
they purchase. The price of
products depends on the costs
of production. The price
The strategy used by Burberry
is premium pricing. Their
business strategy is providing
fashion products which are
expensive and can attract rich
Zara is comparatively
economical as their products
are affordable. They have
premium pricing but their
customers are of multiple
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affects the decision of
customers.
customers (Kayabasi and
Mtetwa, 2016). They cannot
sell products which are lower
in price as they are successful
because they are expensive
and customers trust the brand.
The quality of products is
determined by the price of its
products. The customers use
its products as pride and they
are willing to pay for their
products.
income group. The products
are affordable and good in
quality. The brand uses
promotional strategies to sell
products. They have trendy
products and affordable.
Place- It is point of sale for
organisations where they
contacts customers and sell
their products. It includes
managing the supply chain and
distribution of products. The
place of the organisation is
important for the success as
they attract customers.
Burberry has more than 500
stores worldwide. They have
stores at premium locations to
attract the customers. They use
streets which are busy and
have markets. They have
online stores and get profits
from that. Their websites gets
demands from customers
across the world as there are
countries which have demand
by they do have have stores so
they can sell online.
Zara has a business model of
owning the stores as they do
not give franchise of its stores.
Their stores are consistent in
countries and gives customers
good experience (Kotoua and
Ilkan, 2017). The stores have
good lights and attractive
mirrors.
Product- These are tangible
goods which are sold by the
organisations. They determine
the success of the
organisations and the success
The products of Burberry are
fashionable and good in
quality. They are trendy and
luxurious. The designs of
Burberry are unique and the
Zara is one of the largest fast
fashion brand of UK. They
have products for men, women
and children and they are
trendy. The products use
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