Marketing Essentials

Marketing Essentials

INTRODUCTION
Marketing essential is defined as the tool which is used by the business for identifying
consumers needs and maintaining prominent relationship with them. This tool is assisting
business for making strategies by which they can meet need and earn immense profits. In the
current market scenario the prominent requirement of a business is to make strategies for
enhancing value for customer and appreciate there relationships which could lead in attainment
of sustainability. For the major purpose to attain high market share this is required that robust
and innovative marketing strategies made by them which leads the business to accomplish their
targets in least time and attain sustainability as well. This report is prepared to understand
various aspects of marketing and concepts of marketing mix in the background of Burberry.
Burberry is a British luxury fashion retailer which is known for providing fashionable ready to
wear clothing, footwear, fashion accessories and many more. Burberry is headquartered in
London, England. This report is associated with preparation of a marketing plan which is made
by Burberry for attaining their long term objectives.
MAIN BODY
PART 1
Covered in PPT
PART 2 (a)
Comparison and evaluation of marketing mix of Burberry and Zara
Marketing tool is known as the strategic tool which involves various aspects and can be
used by organisation in order to attract and motivate their customer for making buying decisions.
This is helpful for business to place their product at marketplace along with attaining prominence
(Bačík, Štefko and Gburová, 2014). This strategy can be adopted by Burberry in order to give
insight for their pricing strategy and promotional tools. The comparison of marketing mix of
Burberry and Zara is elucidated ad under:
Basis Burberry Zara
Product Burberry is known for
fashionable clothing and
Zara is known as emergence of
fashionable brand in which

unique designs in whole the
world. Tartan and trench coat
of Burberry is recognised. On
the other quality and durability
is the prominent aspect for the
company and their products.
Burberry is concerned for
maintaining their quality and
designs due to which the brand
is successfully existed in the
marketplace (Spiteri, Olstad
and Woods, 2018).
they are selling fashionable
clothing items, accessories,
sunglasses and many other
distinct items. Their products
are made in such designs that
can be identified in distinct
manner. Zara is recognised at
international level in which the
company is selling their
product in varied manner so as
to gain competitive edge and
prominence.
Price Burberry is having product
collection for elite class people
which makes them to adopt
premium pricing. This is
resulting them to focus on their
market segment.
Zara is keeping highly
fashionable clothing which are
pricey as compared to other
brands. Zara is having
premium pricing for their
products so as to encourage
their class of people to buy
their products.
Place Burberry is having strong
market position in which they
are prominent international
position. The company is
having more than 500 stores
around the world in 50
countries.
Zara is having global market
presence in which the
company is having their stores
in more than 30 countries.
Their stores are predominately
known for walled mirrors and
curtained trail rooms.
Promotion Burberry is always focused for
promotion of their products in
market. For this the company
Zara is using zero investment
in marketing policy. The
company emphasising on

has opted for celebrity
endorsement. This is giving
their brand a global name
along with high recognition.
saving their money of
marketing and investing the
same in opening a new store.
People For their employees Burberry
is arranging various training
and development sessions for
enhancing skill set so that to
align market goals with their
efforts (Brooks and Simkin,
2012).
For employees, Zara is going
through from various policies
and training sessions so as to
enhance skill set of them. On
the other hand management of
Zara is arranging various
induction program so as to
meet expectation of their
customers.
Process Burberry is a multinational
brand which is known for their
quality products and
fashionable items. For
managing their prominence
Burberry is giving franchise
for enhancing presence in
marketplace.
Zara is a global company
which is known for distinct
product portfolio and market
existence. Zara is having
hassle free billing system
which attracts customer to
enhance their footfall towards
Zara.
Physical evidence Burberry is laced with brand
differentiation and they use
innovative technology for
maintaining and managing
their brand. On the other hand
selves within the stores are
managed in such a manner that
every item is clearly
identifiable by customers.
Zara is having highly
advanced stores which are
distinctly identifiable by
customers (Clow and James,
2013).

Tactics for achieving objectives
Tactics are referred as plans and action set which are prepared by the company in order to
attain goals and objectives. Burberry is using marketing mix for attaining business objectives and
targets. The company is planning to open up a new stores so for this with the help of marketing
mix Burberry can decide for their pricing strategy and promotional strategies so as to establish
their brand and accomplish growth and success (Fırat, 2013).
PAR 2 (b)
Marketing plan for the organisation
A marketing plan is defined as actions those are used by the company for making their
marketing plan successful. In order to expand business and enhance customer base this is
required by the company that they stay adhere to the marketing plan. Marketing plan for
Burberry is as under:
Company overview: Burberry is a UK based retailer which is dealing in fashionable
clothing and accessories (Gregg, 2015). Exotic fashion products are provided by the company to
their customer such as trench coat of Burberry is prominently known in the marketplace. The
company was founded in 1856 and in current time Burberry is managing their business in more
than 498 locations along with 9862 employees. The company is planning to enhance their market
share by introducing a new product which is organic range of cosmetics.
Executive summary: Burberry is launching their new range of organic cosmetics which is
currently liked by those customer who are afraid of any skin harm. These cosmetics are made
from natural flavours in which no harm is given to the body. This is helpful for the company to
enhance their customer base and making high profits.
Vision: Vision of Burberry is to enhance their brand presence by rendering distinct
products to their customer and attain sustainability at global level.
Mission: Mission of Burberry is to attain high customer and enhance customer base so
that to manage their market integrity and prominence.
Objectives: The primary objective of Burberry is to attain high sales by launching new
products. Company is willing to enhance their market share by 12% within next 18 months.
Situational analysis: SWOT analysis is conducted for situational analysis as given below:

Strength Weaknesses
 Huge global presence and prominent
brand image is allowing Burberry to
attract more customer to make buying
decision regarding their new
products.
 Burberry is having immense portfolio
of products in which distinct edge is
received by them to deal with
competitors (Katengeza, Okello and
Jambo, 2011).
 Burberry is keeping premium pricing
for their products which could be lead
as weakness as market is having so
many brands which are selling their
products at low prices.
 Nature of customer are dynamic in
nature due to which negative impact
can be seen of sales and profits.
Opportunities Threats
 The most primary opportunity for
Burberry is to tap into new market
segment as in current scenario people
are prone to use fashionable clothing
and other items.
 As in current time customer are
highly active towards harm for their
skin by using any cosmetics so in this
case Burberry is having opportunities
to place their new products in market.
 There are a lot of competitors for
Burberry such as Gucci, Zara and
many more. They all are having same
range of products as in comparison of
Burberry due to which threat is being
generated for the company
(Kovačević, 2018).
 On the other hand in terms of
cosmetics this is not easy for
customer to switch to another brand
which create threat for the company.
Strategy:
Segmentation Segmentation is defined as the process in which customers are divided into
varied segments in order to take decision regarding target customer. Burberry
is performing segmentation on the basis of income of their customer and their
lifestyle.
Targeting Burberry is using targeting strategy in order to target selected market

customers. For this company is using social media marketing so as to promote
products and place their product at prominent place (Papasolomou and
Melanthiou, 2012).
Positioning Burberry is using value based positioning strategy in order to give value and
advantages to their customers. After knowing regarding benefits of the
product this is imperative that they can make purchase.
Tactics: 4p’s of marketing mix
Product Organic cosmetics are prepared by using earthy fragrances and flavours.
Chemicals are not being used by Burberry in making of cosmetics so as to
prevent harm to their customer (Malhotra, Birks and Wills, 2013)
(Routledge.Ramos, 2018).
Price Company is using premium pricing strategy in which they are targetting their
customer. This strategy is used by the company so as to upkeep expectation of
their customer and meeting their standards.
Place New organic cosmetic range can be availed by customer in the store of Burberry.
On the other hand company is planning to launch a new store in which only
organic cosmetics are going to be sold.
Promotion Burberry is planning to use social media marketing for promoting their products.
On the other hand discounts are the other source in which Burberry is promoting
their products.
Budget estimation: The company has estimated £ 150,000 for developing and launching
this product as given below
Specifics Amount (£)
Latest technologies 90000
Promotional strategies 10000
Product development resources 30000

Training and development 20000
The company is majorly spending their major budget on latest and emerging technology
in order to develop a new product. This is enhancing production efficacy and quality so as to
persuade customers.
Monitoring Control: This is significant for Burberry to measure performance and
succession of the company and their marketing plans (Silver and et.al., 2012). Burberry is
comparing actual and expected performance so as to examine any variations. This is helpful for
the company to minimise cost and enhance efficacy and productiveness.
CONCLUSION
From the above report this can be concluded that marketing department is playing
significant role in integrating growth and succession options. The marketing department is
ensuring their customer to satisfy needs and demands and acknowledges prominent interrelation
with other departments. Marketing mix is allowing the business to examine most appropriate
strategy in which development plan and succession plan can be prepared. Marketing plan is
defined as the action plan which is prepared so as to execute marketing strategies in smooth
manner.

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