This presentation discusses different topics such as comparison of different ways in which company apply marketing mix to the marketing planning that help to achieve objectives, evaluation of marketing plan that helps to understand what need to do in future in order to run a business efficiently.
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Marketing Essentials Activity 2
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Table of content •Introduction •Marketing mix of different companies •Marketing mix of Burberry and Armani •Marketing plan •Conclusion •
Introduction Marketing is important in all sector that is used to run a business successfullybyinfluencingthecustomers.Thispresentation discusses about different topics such as comparison of different ways in which company apply marketing mix to the marketing planning that help to achieve objectives, evaluation of marketing plan that helps to understand what need to do in future in order to run a business efficiently.
Marketing mix of different companies Marketingmix:Thisisa comprehensiveprocessthat involvesendtoendviewof product and services. This is the set of tactics and actions which can be used by a company to increase the sale by promoting the products.
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MarketingmixofBurberry and Armani company Product:Product is an item which is used to offer in market at different cost in order to influence customers. Burberry:Burberryisthefamousandluxuryfashionhouse industry that deals in different types of products. Armani:Giorgio Armani is a premium clothing focused industry that transform its product line in to persona.
Continued... Place:Place is the particular position, area, space and location where company offers their products in order to gain profits. The main target is to expand the business at larger area and maximize the productivity. Burberry:Burberry is fashion house industry that operates its business at 475 stores in close to 50 countries. Armani:This is the chain of retail outlets by providing products at different places.
Continued... Price:Price is the amount which is expected by customers in order to purchase the products and services. This amount is paid by purchase who buys some thing and pay amount as consideration. Burberry:Burberry is well known and existing company that uses premium pricing strategy to sell its products by influencing customers. Armani:Armani is serving world class people that help to capture more market share all over the world.
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Continued... Promotion:This is the activity which runs by entity to support and encourage the products and services. The main aim of promotion is to increase the sale by promoting the products with the use of different sources. Burberry:Burberry is using advertising strategy with the help of T.V., online ads, billboards, social media and magazine which influences people to buy products. Armani:Armani is famous in fashion industry that conducts eventsto promote its clothes and accessories. Such as it has several events, ramp show, model walk, etc. helps in showcase product line.
Continued... Physical evidence:Physical evidence is considered as material part of service that help to select the best products. Burberry:Burberry offers physical cues to select the products and know about quality in order to influence clients. Armani:Armani is focuses on physical process such as it has offline store in 13 country where customer can touch and select products.
Continued... Process:This is another element of marketing mix that involves processinwhichcompanyachieveoutcomebyofferingthe number of products. Burberry:Burberryisknownasfashionableindustrythat understand the needs of people and complete the designing process in order to influence customers. Armani:Armanimaintaintheeffectivecommunicationby understanding the demands of valuable and high profile customers.
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Continued... People:This is the essential element of any industry and experience that helps to produce and consume the goods at the same time. Burberry:Burberry has variant staff who focuses on production of new products, marketing and distribution of products and supply of products. Armani:Armani is big brand that has number of people as staff, workers, marketing manager, sale and distribution department and etc. to sale the products.
Marketing PlanMarketing plan is a blueprint and roadmap of business that suggest whatactionshouldbetakento expand business. It helps to run a businesseffectiveindifferent market area. The main object of marketing plan is to set the goals of organisationandfollowthemin order to achieve objectives.
Continued... Executive summary:In present, company is offeringnumber of products in more then 50 countries. Overview of organisation:Burberry is the luxury industry in fashion house which was established in 1856, London. It deals with variety of products and provide satisfaction to customers.
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Continued... Vision and Mission:Organisational vision is to increasethe profits by bringing new product that can influences customers. The missionistointroducewithnewtrendandimplementby management in order to attracts customers.
Continued... Objective:The main objective of the company is to expand its marketing activities by launching the new product at market place. The objectives of Burberry are as: To increase the market sales by 20% up to 2020. To capture the market share by 60% by the year 2020. To satisfy the customers by creating their interest within market.
Continued... STP approach:This approach is most familiar in marketing that helps business concern to formulate the strategy and get the benefits from such planning. Segmentation:It considers classification of market in to various group by analyzing the needs and wants. Targeting:Burberry is famous fashion industry that has targeting to influence child and adult person by launching bomber jackets and bumbags. Positioning:This is the process hat defines position of business in market.
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Continued... Strength: It has high network retail, wholesale and licensing channels globally. Biggest fashion house that offers clothes, cosmetics, perfumes etc. Weakness: High competition in market. Lack of proper planning.
Continued... Opportunity: To enter in to new fashion market by introducing new products. More advertising and marketing can increase the profitability. Threat: Higher competition and low prices of competitors. Customers have higher bargaining power and low switching cost.
Continued... Sources of fund Internal sources: Burberry arrange funds from own sources such as family, friends own capital and assets. External sources: Burberry arrange funds by using venture capital, bank loan and crowdfunding.
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Continued... Budget:Burberrypreparea budgetforintroducingnew product that can helps to spent moneyonvariousactivities within organisation. The budget for launching new product by Burberry is defined as: Marketing budget ( Amount in£) Particulars1st year2nd year 3rd year 4th year 5th year Initial money250050007000800012000 Investment300050001000 0 2200018000 Total55001000 0 1700 0 3000030000 Marketing outlay Promotion or advertisement120001200 0 1300 0 1500016000 Sale activity40005000600060008000 Direct selling activity30007000300040005000 Total190002400 0 2200 0 2500029000
7 p's of marketing In Burberry company, management defines 7 P's that help to introduce from new products and maintain the productivity. The 7 p's are defined as: Product:Burberry is launching hands on bomber jackets and bumbags with new logo that will influence customers in order to purchase and accept new tred. Price:It will use premium pricing due to having high brand image and high company profile. Place:Burberry will introduce new product such as hands on bomber jackets and bumbags with new logo in London at populated area which will attracts old and new customers.
Conti.. Promotion:Burberry will use magazine, online apps, own websites, new papers and social media that will help to increase the sale of new launching product. Process:Burberry will use business analyst process that will helps to know the needs of customer and provide them that kind of products and services. Physical evidence:In this element Burberry will give a facility to their customer to get physical cues of product and feel good quality of products in order to attract customers. People:Burberry has number of staff and for further launching product it will use market manager or specialist who have better knowledge about new product and its uses. It will help to to attract customers. The manager will
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Monitoring and controlling: Burberry will monitor and control the process in which it will check the budget on daily basis. Moreover, it will check the internal and external activityof company by using new technology that will help to attract customers. If budget of company is going exceed than it will control the budget by reducing the waste and implementing the budget. From the above budget plan it has been evaluated that Burberry company prepare business plan and launching new product. It will analysis the market and understand the trend and lifestyle of people in order to design new product. It make estimated budget for spending money on different activity that will help to increase across the world. If budget will go exceed in some activity then it can control by adjusting with other activity. Such as it can monitor and control the activity due to introducing new product.
CONCLUSION From the above report it can be concluded marketing is essential in all organisation as it helps to understand the needs of customers and make effective plan to satisfy them. Marketing mix is the combination of actions and tactics that helps to achieve goals. Management plays important role within organisation as they make plans and provide facility to complete goals.
REFERENCES Juska, J. M., 2018. Integrated Marketing Communication.Advertising and promotion in. Stern, P. N. and Porr, C. J., 2017.Essentials of accessible grounded theory. Routledge.