Marketing Essentials

This presentation discusses the importance of marketing essentials in the business world and focuses on the strategies and tactics used by organizations like Burberry. It explores the concept of marketing mix and compares the marketing mix of Burberry and Zara. The presentation also includes a marketing plan for a new product and discusses the 7Ps of marketing. References: Kotler, P., Lane, P., Larson, J.

Marketing Essentials

Table of Content
• Introduction
• Comparison of marketing mix by various organizations
• Various tactics apply by organization to achieve business objectives
• Marketing plan
• Conclusion
• References

Marketing essential is a very important element in the present business world. It enhances
the sale and purchase of goods and services by making people aware about the products and
brands in which the company deals in. Without effective and proper marketing, no business
can successfully operate and runs the business organisation. The company which is to be
considered for this report is Burberry which has commenced its business operations from
the year 1856. its headquarter is in London, UK.
Introduction

The procedure of marketing mix is related to the definite set of actions, tactics and plans
which are made and created by the company in order to promote the product and brand in
the market. This concept is very helpful and effective in order to know that the right product
is placed at the right place and at the right time. When an organisation produces something
then it becomes very crucial to market the same and in this context marketing mix helps in
properly making people aware about the products and services.
Comparison of marketing mix by various
organizations

Now, the following is the differentiation and comparison of marketing mix of two
companies namely, Burberry and Zara.
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Marketing mix Burberry Zara
Product The products which are served by the
Burberry are clothing, accessories,
jewellery, etc. It is very famous for its
fashionable clothes. The fragrance
collection involves Burberry touch,
Burberry Brit, etc. It also produces
the children wear and cosmetics.
The products which are served by
Zara are clothes, perfumes, for men,
women and kids as well. This
produces both formal and casual wear
clothes which helps in satisfying the
needs and demands of different
customers. It offers jeans, tops, shirts,
skirts, etc.

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Marketing mix Burberry Zara
Price The pricing strategy which is adopted
by the company is premium pricing
where the company targets the upper
class segment. This strategy is set by
evaluating the deeper understanding
and thought of market demand. Apart
from this, the company also follows
the psychological pricing in order to
attract the customers.
The pricing strategy which has been
adopted by the Zara is competitors
pricing strategy. The company offers
good and luxuries designs in clothes
at comparatively lower prices which
are offered by the competitors. The
company also follows the bundling
pricing where they combine different
products in order to improve the sale.

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Marketing mix Burberry Zara
Place The Burberry stores are located
throughout the world in the areas
which are highly populated that will
provide the definite generation of
revenue. Therefore, the products are
sold through branded stores, third
parties and global franchise.
Zara is reached to the customers
globally. It sells its products directly
from its official and physical stores.
Apart from this, also has digital
stores where the customers can shop
online and products are sold on
internet on different shopping
applications.

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Marketing mix Burberry Zara
Promotions The promotional tools which are adopted by the
Burberry are advertisements in business magazines,
digital hoardings, internet, etc. Apart from this, the
celebrity endorsement like Jake Cooper and Jourdan
Dunn. The famous Emma Watson has been part of
Burberry collections. The company is able to give
different vouchers to the customers which can be
redeem on the next purchase and this will influence
the increase in the sale of the company.
The promotional tools adopted by the
Zara are advertisements on social
networks like Facebook, Instagram,
Twitter. Apart from this, direct
marketing, ads on bill boards. The
company is also dependent on word of
mouth promotional tool. The company
gives seasonal and proper discounts
which also helps in attracting maximum
customers.

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Marketing mix Burberry Zara
Physical evidence The physical evidence of the
Burberry is concerned with the
premium class, status, market
segment, etc.
The Physical evidence of the
Zara is related to the affordable
products and services at
comparatively lower prices.

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Marketing mix Burberry Zara
People The people in Burberry is
related to the employees who
are effective and efficient
enough to provide better
customers services which will
make the brand more visible
and appropriate in the market.
The people in Zara is concerned
with the customers. It regularly
identifies the needs and
requirements of the customers
and develops the products
which will provide them
satisfaction.

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Marketing mix Burberry Zara
Process The Burberry includes the process of
innovation and research and
development, through which they are
able to produce new and innovative
products by converting the different
elements into the useful and
appropriate outputs.
The process in Zara includes the direct
and indirect activities. The direct
activities are concerned with adding
value at the interface of the customers.
Whereas, the indirect activities relates
to the back office services which
works to clear the query of the
customers after the sale of products.

The Burberry works immensely in order to fulfil the desired business objectives and goals.
The company is strongly focussed towards adopting the different strategies of the marketing
activities through which the sale and revenue of the company can be maximised. For this,
the marketing mix has been used which takes into account the 7P's of marketing starting
from product, price, place, promotion, process, people and physical evidences. By using
this, the company will be able to promote and develop the product in the market and also in
the eyes of the customers effectively and efficiently.
Various tactics apply by organization to achieve
business objectives

A marketing plan refers to a detailed and brief outlay related to the each and every
procedure and action which are associated with providing the organisation a pathway to
launch their new offerings within the market. It is very crucial for an organisation to
develop a marketing plan which incorporates all necessary aspects associated with strategies
necessary for the company in order to launch their new offerings within the market
effectively.
Marketing plan

The marketing plan for this new product is mentioned below, which would be adopting
SOSTAC strategy:
• Situational Analysis: In order to enhance the overall effectiveness of the plan, it is
highly crucial that the firm undergoes necessary situational analysis which would allow
the firm to analyse internal as well as external market affecting the firm and its new
product.
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This analysis is mentioned below:
• PEST Analysis: cThis analysis is an effective framework which is associated with
analysing the external environmental factors that potentially influence operations and
functions of the company:
• Political Factors: These factors are related to analysis of the political situation which is
currently prevailing within the market.
• Economical Factors: These factors are associated with the economic performance of the
nation. Within the UK, after Brexit, the overall country faced a substantial decrease in the
value of Pound.
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• Social Factors: Under these factors, all the social trends which are widespread within the
country are included.
• Technological Factors: In this, the technology is the most emerging factor because each
and every company works with the advances in technology. It includes factors like
innovation, research and development, etc.
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SWOT Analysis:
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STRENGTHS WEAKNESSES
One of the biggest strengths of Burberry is that
it has a brief history of more than 150 years as
well as is associated with the British fashion
industry for an effective amount of time, which
makes it one of the most trusted organisations
within the country.
Burberry provides its products at a premium
price range to its customers, as a reason to
which, its targeted customers are limited within
the market.

OPPORTUNTIES THREATS
Burberry has several opportunities within the
marketplace, which would be beneficial for its new
offering, Bur-O.
There are several players within the UK cosmetics
industry like Gucci, Prada and Louis Vuitton, which are
being a big threat for Burberry and its new offering
within the market.
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Objectives:
• There are several objectives of Burberry which the firm is aiming to accomplish by its
new offering, Bur-O, within the marketplace. Some of these objectives are discussed
below:
• Through its new product, the firm is aiming at enhancing its customer base by at least 4%
by the next 3 months of launch of its new offering within the market.
• The company also aims at increasing its market share by 2% within 6 months of
provision of Bur-O within the UK market.
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Strategies
• Segmentation: It is a process of dividing broad market into narrow segments comprises
of various customers who have common needs, behaviour or characteristics. Main
concept behind this is that company can't target every consumer for their products.
• Targeting: In this company will decide which segment should be targeted and how it will
be profitable for brand. Bur-O Perfumes will target middle, lower income customers
along with age group of 15-35 years living in urban areas of UK.
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• Positioning: this stage includes implementing those targets that are planned before in
order to gain interest of consumer in what product is offering. It is the first impression
and to create perception of product in eyes of consumers.
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Tactics: There are several tactics adopted by Burberry in form of marketing mix for its new
product Bur-O, which are mentioned as under:
• Product
• Price
• Place
• Promotion
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• People
• Process
• Physical evidence
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Actions:
• There are several actions which would be taken by the organisation in order to ensure
effective production and marketing of Bur-O. Some of these actions are discussed below:
• In order to ensure that the product is as per the standards pre-decided before, the firm
would be conducting internal marketing before marketing the firm on a large scale.
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• Control: There are several ways through which the company would be controlling the
marketing of Bur-O. Some of the prominent methods are mentioned below:
• Customer Satisfaction Surveys: In order to analyse the response of the customers
regarding new offerings, the firm would be utilising satisfaction surveys which would be
including their subjective responses along with recommendation for Bur-O.
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Thus, it is concluded by the report above, that marketing is quite an important activity
within an organization. It is essential that strategic and detailed marketing plan is developed
in order to ensure effective marketing of new offerings by the firm.
Conclusion

• Kotler, P., 2017. Philip Kotler: some of my adventures in marketing. Journal of
Historical Research in Marketing. 9(2), pp.203-208.
• Lane, P., 2016. Human resources marketing and recruiting: essentials of employer
branding. Handbook of Human Resources Management, pp.23-52.
• Larson, J. and Draper, S., 2015. Internet marketing essentials. Idaho Falls, ID: Stukent
Incorporated.
References

Thank you