Marketing Essentials: Strategies 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.