marketing essentials

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
PART-A...........................................................................................................................................3
Covered in PPT.......................................................................................................................3
PART-B...........................................................................................................................................3
Compare the ways in which the chosen organisation applies the marketing mix to the
marketing planning process to achieve business objectives...................................................3
Produce a Marketing Plan......................................................................................................5
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing is an essential aspect that must required to consider by every organisation
irrespective of the fact whether operated at national or international level. It creates awareness
about the offerings of organisation in the customers’ mind which brings interest and willingness
among them to buy their offerings (Desai, 2013). For this, marketing manager must required to
have sufficient skills and knowledge so as to frame an effective marketing plans and policies
after analysing market fluctuations. Burberry, a UK-based organisation which deals in selling
wide varieties of products including fashionable clothing fragrances, accessories etc. are taken
for the purpose of completing this assignment report. The assignment report contains detailed
information about marketing concepts along with its application on Burberry. Along with this,
interrelationship between distinct departments and its significance, differentiation of marketing
mix between two rivals and marketing plan is produced under this report.
PART-A
Covered in PPT
PART-B
Compare the ways in which the chosen organisation applies the marketing mix to the marketing
planning process to achieve business objectives.
Marketing mix is termed as comprises of 7P’s which consists of Product, price, place, promotion,
people, process and physical evidence. These all elements must take into consideration by the
marketing manager of Burberry and make relevant changes in all components so as to compete
with their rivals in competitive market and achieve pre=determined business objectives such as
increasing sales volume, customer base etc. Here are the comparison of marketing between
Burberry and its rival Zara which is also engaged in similar industry ( Joshi,2012).
Basis Burberry Zara
Product Burberry is engaged in selling
different kinds of products which
includes fashionable garments,
accessories, fragrances etc. with high
quality. For example, trench coat
Zara offers expensive products such as
tops, trousers, shoes etc. It offers one
stop solution to targeted customers as
they offered wide varieties of clothing
products.

selling by Burberry is one of the best
selling items in UK market.
Price Burberry offers its products at
premium pricing policy as they
mainly focuses on improving quality
instead of reducing prices. Thus,
targets higher-income group.
Zara offers its products at an affordable
price in comparison with other
international brands. The price of their
products varies in different nations
according to the availability and
demand of market (William and
Zikmund, 2012).
Place Burberry has well designed stores
located in every major city of UK as
well as in other nations. It sell their
products through global franchises
and branded outlets. Online platform
are also used by Burberry to increase
its sales and revenue.
Zara’s stores are located in various
nations, They have vertical integration
which makes easy for them to make
available their products in shortest
possible time in their outlets.
Promotion Burberry invest more in
advertisement such as publishing ads
in high class magazines so as to
attract high income group. Hiring
celebrities such as Emma Watson for
advertisements also brings beneficial
result to their sales and revenue.
Zara invest less on advertisements as
they have USP of minimum processing
time through they can easily attract
large number of customers. The
company rely on word of mouth and
social media which requires no
investment.
People Burberry provides training to its staff
to make them more capable to deal
with high premium customers and
convince them to buy company’s
products.
Zara educates their staff about their
wide range of products in order to
make them capable to deal with
customers visiting at their outlets.
Process Burberry uses online platform to sell
their products in which orders are
received online and deliveries are
Zara follows simple process in which
the customers are directly assisted by
the staff and if ordered online then

made on time. Also they have
inventory system which makes easy
for them to track the level of stock at
present the company have.
delivery are made to them with
common process.
Physical
evidence
The packaging of Burberry is unique
as they offers their product in distinct
colors which assist customers to
easily recognize their products. Along
with this they have sustainable online
presence (Pappas, 2017).
The physical evidence that are
determine by them includes the
transaction and its receipt, building and
layouts of their outlets etc.
Evaluation of Different Tactics applied by Burberry
Various tactics must be adopted by the company so that they can achieve their business
goal. Burberry with the help of segmentation strategy can target market for their existing and
new products. In addition to this strategy of benchmarking and key performance indicators must
be used as tactics with the help of which they can establish various standards for their
performance by considering that of others in the same industry. For improving the financial
performance the focus of the company must be on comparison of the performance on the basis of
standards outcomes and actual outcomes.
Produce a Marketing Plan
Marketing plan is a document in which various strategy of the company are included with
the help of which they can launch their new product in the market. A market plan provides the
summary of the marketing objectives promotional strategies, advertising strategies, budget and
many more with the help of which specific objectives are accomplished by the organisation
(Khan and Adil, 2013).
Marketing plan of Burberry
Company overview: Burberry Group Plc is a Is a British luxury brand that offers
readymade outwears, fashionable accessories, fragrances, cosmetics etc. The company was
established in 1856 and has been operating throughout the world. The company is planning to
launch organic cosmetics to satisfy the growing need of the customer for organic cosmetic
products with better quality.

Mission of the company: The mission company is to maintain their reputation by
offering new products and development in existing product of better quality and innovative
features as per the requirement of the customers.
Vision of the company: The vision of the company is to consistently improve their
market share and to position the brand as a luxury fashion house throughout the world.
SMART Objectives:
Marketing mix of Burberry for new organic perfume range:
 Product: Burberry is planning to launch a new product which is organic cosmetics to
satisfy the needs of customer for organic product as preferred by the customers.
 Price: Company offers their product at premium pricing strategy similarly they will offer
their organic products at premium prices only. With this the company aims to manage
their brand as a luxury brand.
 Place: The product of the company will be available in all of their stores where their
existing products are available (Silberschatz, Galvin and Gagne, 2014).
 Promotion: For promoting the new product, the company will be focusing upon social
media marketing advertising, also advertising through magazines, TV commercial and
promotion through the celebrities. With these promotional strategies, they can create
significant awareness about their new organic cosmetic among the customers easily.
 Process: The focus of the company will be on the functional process so that timing for
offering and making the goods available can be reduced.
 People: The company will ensure training for the employees so that they will have a
detailed understanding of the new features and benefits of the product as with this they
can easily promote before the customers.
 Physical evidence: The advertisements at the forefront of the website where the products
are advertised will be the physical evidence for these organic cosmetics.
STP framework:
 Segmentation: The company will be focusing upon dividing the market into different
segment on the basis of behavioural factors as with the help of this they can focus on the
perception, attitude and lifestyle of the people.
 Targeting: For targeting the customer company will be focusing upon the age and ability
to spend of the customer as the product that they offer are offered at premium prices.

With this the company aims to satisfy the need of organic and healthy cosmetic products
to the customer.
 Positioning: For positioning the product the company will focus upon their promotion
strategy so that they can ensure awareness and availability of their products to the
customers.
Marketing strategy:
SWOT analysis:
Strength Weakness
 The natural products will enable them
to attract customers as they are safe and
healthy for skin.
 The company has greater customer
loyalty for the brand.
 Existence of competitors can affect the
market.
 The variety of the cosmetics is limited
initially.
Opportunities Threats
 They can increase their market share
globally for vegan products.
 With new products they can improve
their market share as the people prefers
to have organic products these days.
 This market is attractive due to which
new entrant can affect their market.
 Economic slowdown can affect the
overall sales of Burberry.
Budget:
The marketing budget are prepared for supporting the promotional activities of the businesses
with the help of they can procure funds for efficiently managing their operations without any
shortage of funds:
Particulars Amount(£)
Advertising on TV (10%) 250
In social Media Platforms (25%) 300
On newspapers (10%) 150
Sales Promotion- (30%) 500

Monitoring and controlling:
Monitoring and controlling of the activities is crucial for the organisation as with the help
of this they can manage their performance and can keep the launch of the product on track. For
this Burberry will be focusing upon internal audit to manage and monitor the use of various
resources. In addition to this the company focuses upon monitoring the performance with the
help of various techniques such as benchmarking, as with this they can established standard for
the employee on the basis of which their performance can be monitored and controlled
(Muralidharan and Raval, 2017).
Sales: The company is estimating an increase in the sales of the company with the new
organic products provided by the company.
Profit: The company has been expecting an increase in their profits with 10% in the
period of 2 years with the launch of organic products.
Market share: The company is forecasting that their market share will increase by 5%
within the period of 1 year with these new products.
CONCLUSION
It is concluded from the above report that the marketing department of the organisation
contributes significantly for accomplishing the goals of the organisation by integrating with other
departments. They determine the needs of the customers and enables organisation to accordingly
provide them such goods so that they can be satisfied. To ensure this various marketing mix
strategy must be analysed so that various strategies of the company can be analysed in
comparison to competitors so that current performance can be analysed. With the help of
marketing plan new product can efficiently be launched by the company by identifying various
strategies.

REFERENCES
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