Marketing Essentials: Strategies for Success

This report explores marketing concepts, roles and responsibilities, and compares marketing strategies of Burberry and ZARA. It also provides insights on developing a marketing plan to meet goals and objectives. The report discusses the 7Ps marketing mix and evaluates tactics for success.

Marketing essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
PART A...........................................................................................................................................3
Covered In PPT......................................................................................................................3
PART B............................................................................................................................................3
Compare elements of the 7Ps marketing mix.........................................................................3
Produce a marketing plan to meet marketing goals and objectives........................................5
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing is termed as a process executed to influence the interest and perception of customers
towards the products and services offered by an organisation (Pappas, 2017). Its main objective
is to increase customer base and sales due to which it is necessary for every organisation to
invest more in adoption of marketing techniques and tools so that the accurate information of
their respective products can be reached to the targeted customers. For this, an organisation must
have skilled and experienced marketing manager who have innovative ideas to market their
products so as to make positive impact on customers’ mind. The present assignment report is
based on Burberry which is engaged in selling different kinds of products such as fashionable
clothing, fragrances, accessories etc. It holds strong position in UK market due to generating
huge revenue every year. The report overviews about marketing concepts along with its different
marketing concepts, roles and responsibilities of marketing function, interrelationship between
different departments, comparison of marketing between two rivals, and producing marketing
plan for Burberry.
PART A
Covered In PPT
PART B
Compare elements of the 7Ps marketing mix
The marketing mix strategy of the marketing departments enables them to identify various
tactics and actions that they have to take in order to achieve their sales target. For this they need
to focus upon the product, price, place, promotion, process, people and physical evidence related
to the offerings of the company (Williamand Zikmund, 2012). The Burberry with this can
analyse the current performance of the organisation in comparison to their competitors ZARA.
The marketing mixes of both the companies are given below:
Basis Burberry Zara

Product Burberry offers a wide variety of
goods which includes fashionable
garments, fragrances, accessories and
many more. They offer high quality
luxuries goods which attracts the
customers.
They offer luxurious products which
includes tops, jeans, bags, shoes etc.
due to which they are treated a one stop
solution for the products of better
quality.
Price The Burberry offers their products at
premium prices as they have been
treated as a luxurious brand. The
focus of the company is on the
quality of the products and services
rather than o the prices.
The prices that are considered by
ZARA are also high but in comparison
to other international brand their
products are affordable to the people.
Also they focus upon the willingness to
pay of the customers for some of the
goods.
Place The products of the Burberry are
available on their stores which are
located in almost each and every
major city of the different countries
throughout the world.
The products of ZARA are also
available in their stores. Also their
products are available in the shopping
marts where others brand are also
available (Mogaji, and Roberts, 2016).
Promotion The promotional techniques which
are used by the company include the
social media marketing as well
promotion through celebrities such as
Emma Watson. Also they adversities
thorough various high profile
magazines and direct messages to the
customers.
ZARA promotes their products through
advertisement but they do not much on
promoting their goods and services.
They focus upon promoting through
word of mouth for their quality
offerings.
People The employees of Burberry are
specially trained so that they can
serve their customers efficiently.
They work in collaboration with the
supply chain partners who supports
The ZARA also provides various
trainings to their employees with the
help of which they can efficiently
convince them for making purchases.

them in identifying the taste and
preferences of the customers (Joshi,
2012).
Process The products of the company are
available online due to which they
have to make delivery and for this
they ensures that they have better
delivery system so that time delivery
can be made.
The process that has been adopted by
ZARA is simple in which the
customers are provided assistance by
the companies representative while
making purchases.
Physical
evidence
The physical evidence for the
company are their advertisements
their stores and the packaging along
with their tag on the cloths.
The physical evidence of ZARA
includes the receipts of the transactions
and their hoarding in the malls and
outside their stores (Pizarro Milian, .
and Davidson, 2018).
Evaluation of Different Tactics applied by Burberry
Various tactics are used by the company for ensuring their sales and accomplishment of
their overall objectives. The tactics such as marketing mix enables them to perform better in
terms of their offerings. With this they can manage their promotion, channel of distribution etc.
so that their can make their products readily available to the customers every time. In addition to
this they emphasis upon the benchmarking tactics as with this they set standards for their
performances which they have to achieve, also it facilitate comparison among actual and
standard performance which improves overall performances of the Burberry.
Produce a marketing plan to meet marketing goals and objectives
Marketing plan is referred to a basic document that consists of some of the strategies that is
part of overall organisation and can help them in launching their product in the market.
Marketing plan acts as guidance and helps in providing overall direction related to the
promotional strategies, financial requirements and advertisement strategies for a new product
that has to be launched by the organisation (Avraham, , 2018). So, that all the employees who are
involved in the marketing activities get a clear direction of their overall roles and responsibilities.
Marketing plan of Burberry

Burberry British brand that is offering different types of outwears fashionable accessories
fragrances and many such other related with fashion this organization is planning to make some
new products that is organic cosmetics so that the preferences of people towards more Organic
products instead of chemical ones can be made through this new variant that is planned to be
launched in the coming period of time by Burberry.
Executive summary: Burberry is a fashion brand that is dealing in different types of products
that are related to consumer protection (Baena, 2016). There has been a decrease in face because
of launch of many new products by present competitors and entering of many new start-ups and
brands that has lead to development of a new range of Organic products for Burberry. Present
marketing plan is based on how Burberry is willing to use new launched organic range for the
purpose of enhancement of their level of sales.
Mission: The overall mission of Burberry is to maintain the external brand image and some new
products that can help in satisfying the requirements and Expectations of their present base of
customers.
Vision: Origin of this brand is to make consistent and continuous improvements in there of
products so that they can expand their market share and gain a higher position as a luxury
fashion brand across different parts of the world where they are having presence.
Smart objectives:
There are certain smart objectives that have been set for Burberry with the help of marketing mix
analysis for their new organic cosmetic range:
1) Product: Burberry is dance to launch some new products in the organic range of cosmetics for
satisfying the customer requirements for different types of Organic products.
2) Price: Burberry is a brand that is offering premium pricing strategy that is the launch products
on high prices as they believe they are offering according to the prices that are being paid by
their customers to match the satisfaction level and provide high value (Batzer, 2019). For this the
new organic grains will also consists of slightly higher prices as compared to existing brands that
are offering similar category of products.
3) Place: The product of Burberry will be in various physical outlets where there are already
Burberry being sold and apart from this product will be launched in some new location where
presently Burberry is not having any products.

4) Promotion: The promotional Strategies for this new organic product will be with the help of
electronic media that is true meals TV commercials magazines newspapers and various
celebrities will also be involved who are willing to use Organic products (Bauman, McFadden,
and Jablonski., 2018.). This is going to lead people and make them believe that organic product
is the new Trend.
5) Process: The main focus of the organization is on functional process related to the timing of
products being offered and making all the products available according to the given point of time
and requirement of customer.
6) People: It is related to all the stakeholders that are associated with the organization and are
involved in overall launching of the new range of products. In this there is employees who will
be trained specially for performing all the functions and further include customers who are
mainly in to enhance the revenue from this new launch of product (Hollensen, 2019).
7) Physical evidence: It is the overall websites where the product is going to be actually
launched and advertisements will be conducted for physical evidence overall availability of
products for customers.
STP strategy:
1) Segmentation: Is a strategy that in which the organization has to segment the overall target
market based on various behavioral factors so that they are able to focus on a particular segment
of customers based on their attitude Lifestyle belief values and perception of such special
segment that has to be overall targeted (Ducange, Pecori, . and Mezzina, 2018).
2) Targeting: In this the organization will be having focus on that has been formed in the earliest
step so that products are being offered at some premium pricing and Organization is able to
satisfy the customer needs of those which are having preferences for Organic cosmetic products
only.
3) Positioning: Strategy in which there is a rent and distinguished position that is being created
to increase the availability of products for the customers in this way has to be created by
organization Desai, 2013).
Marketing strategy:
SWOT analysis:

Strength Weakness
 The overall range of organic products
will be based on offering customers
some healthy lifestyle and a preference
 The presently other competitors who
are offering organic products can be of
high threat for Burberry.
Opportunities Threats
 There are more possibilities for
enhancement of market share and
global rise in the brand image by the
use of organic cosmetic products (De
Pelsmacker, Van Tilburg and Holthof,
2018).
 This external market is very attractive
and offering many opportunities that
can lead to more new entrants willing
to enter the market.
Budget:
There is a specific financial budget that has been set up for supporting overall financial activities
and help in smooth conducting of the marketing plan.
Particulars Amount(£)
Advertisement on TV (10%) 250
By use of digital media and social Media
Platforms (25%)
300
On magazines and hoardings (10%) 150
Direct sales Promotion- (30%) 500
Monitoring and controlling:
Monitoring is the step that is very crucial for the organisation in managing their overall
performance in such a manner so that overall launch of the product so on track and there is more
focus that is made on monitoring and controlling of various activities that are part of the overall
marketing plan so that the actual results can match up with the set objectives that have to be
achieved in the course of time period (Boso, Debrah and Amankwah-Amoah, 2018). There are

certain below mentioned standards that have been set up for achievement of laid down
objectives:
Sales: the Burberry will be measuring the overall sales of their new range of organic
product further identified time period of six months.
Profit: The organisation is planning to expand their profit by a percentage of 15 % with
the new launch of such organic products.
Market share: There is a forecast that is and to enhance the share of market by 5% .

CONCLUSION
It is concluded from the above report that marketing plays a crucial role in achieving the
organisational objectives. The department focuses upon the needs and wants of the customers
with the help of which they can satisfy them and ensure their growth and accomplishment of
objectives. The marketing department works in integration with other departments which enables
them to utilise the resources of the organisation efficiently and facilitates planning and decision
making. Apart from this it is identified that with the help of marketing mix strategies the
companies can determine their existing strategies and can analyze current performance of the
business. In addition to this it is concluded that to plan successfully for the launch of the product
and services a marketing plan is developed in which all the strategies are taken into consideration
with the help of which they can successfully launch their new products and services.

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