Marketing Fundamentals: Understanding Marketing Theory and Principles with Burberry Case Study

This report discusses marketing theory and principles with a case study on Burberry. It covers the internal and external business environment, the importance of effective marketing campaigns, and the 7Ps of marketing. The report also includes a discussion on the STP model and media plan. Course code and college/university not mentioned.

Marketing
Fundamentals

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Organisation Overview...........................................................................................................3
Marketing Theory and Principles ..........................................................................................3
Marketing Campaign .............................................................................................................6
Internal and external business environment ..........................................................................8
Understanding through application of marketing planning..................................................11
CONCLUSION..............................................................................................................................12
REFERENCES:.............................................................................................................................13
Books and Journals...............................................................................................................13

INTRODUCTION
Marketing is a set of activities which helps the organisation to effectively communicate
with the target audience to sell the products and services in the market (McLean, 2019).
Effective marketing campaign can attract a large number of audience and become more
profitable in the industry. With the help of marketing theory and principles the organisation can
understand the consumer behaviour and attain maximum customer satisfaction. Burberry is a
British luxury brand which provides quality products to different consumers in the market. It is
currently headquartered in London England. They design and deliver innovative ready to wear
trench coats and different other accessories in the market. On the other hand, in this report there
will be brief discussion marketing theory and principles which helps the company to carry out
the operations smoothly in the workplace. Along with that, there will be evaluation about the
internal and external business environment. For further instance, there will be discussion about
understanding the application through effective manner.
MAIN BODY
Organisation Overview
Burberry is a British luxury fashion house which offer quality products to the consumer.
The organisation has seen an exponential growth in the recent years. It currently distributes
various products like fashion accessories, eye wear, fragrances etc. With the immense popularity
of the brand they had seen an upward growth in the fashion industry (Domański, 2021). With the
changing market trends the organisation has originally focused on implementing the new
technological factor to achieve an overall growth. The fashion house has moved their business
operation in various other regions. They exclusively make products for the specified income
group of people. They products helps the organisation to generate more revenues in the fashion
industry.
Marketing Theory and Principles
Marketing theories helps the organisation to understand the consumer behaviour in a
better way. They can make their products specifically in accordance to the consumer needs and
wants. Through this they can attain maximum consumer satisfaction and gain a competitive
advantage. On the other hand, marketing principles is a set of matrix which is used by the

organisation to develop effective promotion strategies. These theories and principles are as
follows:
Marketing Theories
Ansoff matrix – It is an expansion gird which is used by the organisation to evaluate and
plan different strategies for growth in the market. This matrix generally has four strategies which
are described below:
 Market Penetration – This component helps the organisation to increase the sales in the
market. They can attract a lot of potential customers with their innovative products and
services (Aria, and et.al 2021). Burberry brand has selected their target audience which
are ranks as higher income group of people. They can avail the product and services of
the organisation.
 Product development – This factor focuses on the organisation innovative thinking to
develop a new product which fulfil the customer needs and wants. Burberry offers quality
fashionable products like trench coats, eye wears, fashion accessories etc. These products
are immensely popular among various customers in the fashion industry.
 Market development – In this component the organisation can make different strategies
to enter in new markets with the existing products and services. They could gain a
competitive advantage with the new strategies and approaches.
 Diversification – The organisation can diversify their business by launching new
products and services in the market. Burberry is using an effective strategy for
diversification. The company gains a competitive advantage by offering new diversify
products and services.
Marketing Principles
There are basically seven areas in marketing from which the organisation has perform
effectively in the market.
7Ps of Marketing
 Product – This is the first and foremost factor in this marketing principle. The
organisation needs to make the products which fulfil the consumer needs and wants.
Burberry offers various products to the consumers most of them are fashion accessories,
beauty products etc (Belk, 2020). Their products are generally gives a higher satisfaction

to the consumers because of their quality. The stand-alone product of the Burberry is
their trench coats which is most popular among various customers in the fashion industry.
 Price – The organisation needs to set the price of the products according to the current
market scenario. They had to gain a competitive advantage over other competitors.
Burberry competes with brands like Armani, Gucci so they had to maintain a competitive
price tag of the products in order to generate revenues.
 Promotion – It is the main factor which makes the company products and services
successful in market. The organisation needs to experiment new ways in order to achieve
appropriate sale (Schroeders, and Visser, 2019). Burberry use two methods to promote
their products one is traditional method. In this they promote the products with print
media, commercials etc. On the other hand, the organisation has implemented various
technological factors. They use digital ways like websites, social media platforms to
promote the products.
 Place – This is the fourth factor in the marketing mix it defines where the product is
actually sold in the market. Burberry is selling their products in different regions. Their
position is generally evolving with the new marketing trends. They are using new ways to
become more profitable in the market.
 Packaging – This is the fifth element of marketing mix. Packaging plays a vital role to
maintain the positive brand integrity in the market. Burberry has taken a pledge to
remove the unnecessary plastic. They only use recyclable plastic in order to save the
environment.
 Positioning – The organisation needs to position their operations in an significant
manner. In order to achieve the goals and objectives in an systematic manner. Burberry
has positioned a positive brand integrity in the market. The organisation acts as luxury in
the minds of the consumers.
 People – This factors includes the workforce and the employees which will work for the
company (Chernev, 2019). The organisation needs to provide excellent customer service
and attain maximum customer satisfaction to improve the brand integrity in the market.
Burberry provides right training and development opportunities to the employees. On the
other hand, the company helps them to attain various skills in an effective manner.

Marketing Campaign
Market campaign help the organisation to promote their products with the help of various
channels. Effective promotion can help the organisation to generate more profits in the market.
There are various inherent steps in market campaign which needs to be planned effectively.
Introduction of the product – For this campaign Burberry is launching new product in
the footwear segment (Hong, 2018). The brand has managed to achieve a positive brand integrity
in the market. With the help of effective campaign their product can be popular among various
customers in the fashion industry.
Objectives – The main objective of this product is to introduce something different
according to the customer needs and wants. The fabric which is used in making the shoes is not
leather. It is generally a combination of eco- friendly nylon it preserves the environment. This
product can become popular in the market and can achieve higher customer satisfaction. The
main target is attract a lot of customers in the fashion industry with this new product.
4 Ps of Marketing
This is the tool of marketing mix which helps the organisation to understand the market in a
systematic way. There are four elements which helps the organisation to function better are
described below:
 Product – Burberry is one of the most established brand in the market. With the ethical
practices the organisation has managed to achieve an significant growth over a period of
time. The new product is going to revolutionise the fashion industry in an significant
manner. The fabric of the shoes is unique which could become the main focus of
attracting different customers.
 Price – The customers has to pay a significant price in order to attain the product or
services. Burberry use a competitive pricing strategy to gain a competitive advantage in
the market (Brennan, Canning, and McDowell, 2020). The new shoes which Burberry is
launching is going to attract a higher level groups of people. The fabric which is used
while making this shoe is new and unique in every manner.
 Promotion – The organisation can use various effective promotion methods to advertise
the products and services in the market. Burberry use two prominent methods to promote
the products in an systematic manner. The traditional ways advertise the product in print
media and newspapers. On the other hand, the organisation widely used the digital ways

to promote the products and services in an effective manner. Their websites and brand
applications has management to attract a lot of customers.
 Place – It is one of the most vital factor in the marketing mix. The organisation can use
various effective channels to distribute their product. They can fulfil the demand of
products in a systematic manner. Burberry has various distribution channels to
successfully deliver the products as per customer needs. For online purpose there are
different websites from which the consumers can buy the products. The customers can
also purchase from the brand store which are established in different regions.
STP Model
It is a contractual framework which helps the company to serve the market successfully
with achievement of maximum customer satisfaction. There are three components in this model
which are described below:
 Segmentation – This is the first and foremost factor the organisation can segment their
customers in an effective manner. Burberry segment there customers in various distinct
groups. Their products are premium and the customers had to pay a significant amount of
the product (Nabieva, 2021). The organisation sell all the products to the higher income
group people in different regions. With this new product the organisation plans to achieve
sustainable performance by attracting lot of potential customers. They are also preserving
the environment
 Targeting – This component helps the organisation to target the potential audience in an
systematic manner. Burberry main aim is to enrich the lives of various customers with
their premium quality products. The organisation is targeting the people which is age
above 18 to 50 years. In order to generate more the price of the product is comparatively
low in accordance to other Burberry products.
 Positioning – In this stage the organisation serve the products and services to occupy the
right spot in the mindset of various customers. Burberry has created a positive brand
integrity from the customers perspective. The organisation can attract various customers
with this new shoe product in the market. It is mainly environment friendly which will be
plus point for the company. They can create a positive value in the eyes of the customers.
The organisation is also commencing their operations in different regions to maximize
the growth of and generate more profits in the market.

Media Plan
It is a series of delivering the product uniqueness and the message to the consumers in the
market. The organisation can plan innovative advertising message which showcase the product
unique ability according to the market. Burberry is experienced in terms of managing the
promotion of a product. The organisation can revolutionise the fashion industry with their new
product. Their tag line and benefits of the product helps them to attract a lot of potential
customers in the market. Burberry already use digital ways to promote their products. They can
promote the new product on social media platforms like Facebook, Instagram etc. With the help
of these the company can become popular among various customers in the fashion industry.
Brand Connection with target audience
Burberry is using different strategies and approaches to connect emotionally with their
products and services. The main focus of the company is make a sustainable improvement in the
society (Wilson, 2019). On the other hand, they are preserving the environment with this new
product. The shoes fabric is the main attraction. The brand can connect to various individuals
with the help of the product. Digital ways will make the product popular in a less period of time.
Different social media platforms could help the organisation to promote their product with
different campaigns. Platforms like twitter, Facebook, Instagram can attract a lot of young
audience which could be beneficial for the organisation. It is the first brand which has invested a
huge sum of amount in these social media platforms to promote the products.
Internal and external business environment
External analysis
External analysis study the macroeconomic factors which help businesses in identifying
the risk and opportunities. It includes various indicators including economic, political, global,
demographic, social and technological. In order to identify various macroeconomic factors
Burberry uses PESTLE analysis which help them in identification of their risk factors which is as
follows:
Political factors: Factors such as trade restrictions that policy tariffs and Bureaucracy are
regulated by government which have to be followed by all organisations. Burberry is
headquartered in London but it operates and offer services on global platform (Impellizzeri and
et.al., 2019). They have to follow rules and regulations according to the country in which they
are offering products and services which help them in smooth operations. Burberry focus and

developing policies which can fulfil the requirements of political factors of that particular
country. In this way Burberry generates higher revenues by following all the guidelines, tax
policies and trade restrictions.
Economic factors: In order to sustain for longer period of time organisations have to
analyse economic factors which involves interest rate, exchange rate, inflation rate,
unemployment rates and economic growth rate (Buell and Kalkanci, 2021). Burberry majorly
targets those audience who can afford their product range and offer prices which justify the
quality of products. To attract customers, Burberry usually offer discount on their products and
involves various schemes which results in higher profitability.
Social factors: Organisations have to offer products and services which are highly
demanded by the society. It involves various factors such as health consciousness, population
growth rate, age distribution, career attitude, cultural aspects and perception (Gal and Akisik,
2020). Burberry of a products and services which are premium and target upper middle class
customers who have potential to buy their products. They target each and every segment of
society along with following corporate social responsibilities which help in maintaining balance
of all social factors.
Technological factors: It helps in growth and expansion of company with the help of
generating innovative and creative ideas with the assistance of technology. It include various
factors like automation, technological incentive, research and development and rate of change in
technology which affect operations of an organisation. Burberry uses up graded and latest
technology so that they can produce products and services according to the current market
trends.
Legal factors: Legal forces which affect the operations of business such as labour laws,
industry regulations, intellectual property, licences and permits. Burberry follows all the legal
laws such as employment laws and labour laws which help them in smooth operation without
any difficulties. They Pay wages and salaries to their employees according to the government
policies which is necessary to maintain a lifestyle.
Environmental factors: These factors create ecological impact on the operations of
organisation such as weather conditions, temperature, climatic change, pollution and natural
disaster (Lai and et.al., 2020). Burberry focuses on eco-friendly activities which reduces

pollution and carbon emission from the environment. They also target in reduction of greenhouse
gases which is harmful for the living beings so that they can create healthy environment.
Internal analysis
In this analyses organisation focuses on their internal component such as processes,
resources and threats whether they are tangible or intangible. Burberry uses SWOT analysis to
analyse their internal factors which help them in better decision making and future planning
which is as follows:
Strengths Weaknesses
 Burberry is an iconic fashion brand
which produce products according to
the tastes and needs of their targeted
customers (Volkan, 2018). Their
products are long lasting and high
quality which attracts large customer
base.
 They offer product in more than 50
countries through wholesale and retail
channels which help them in
generating higher revenues.
 There is no doubt that their products
are very desirable but some of the
lower middle class people cannot
afford their premium price range. The
higher price products can be reachable
to some of the customers who
maintain high value lifestyle.
 Burberry offers very limited products
in fashion segment and luxury line.
They should have broaden their
product lines so that they can satisfy
the needs of people by offering other
products also.
Opportunities Threats
 Due to the change in Lifestyle people
demand higher quality products with
premium prices which is greatest
opportunity for Burberry.
 Burberry can add more products in
their offerings under their brand name
which can results in growth and
expansion. Due to the established
brand image, Burberry can effectively
 There are various emerging new
competitors are entering into the
market which offers same products
which Burberry is offering to their
customers (Mohammed and et.al.,
2021). Some of their competitors are
Louis Vuitton, Gucci and Prada who
also offers quality product in all over
the world.

attract large number of customers.  Burberry faces various challenges
regarding fake and imitation products
by some of the organisation who copy
them. This create negative impact on
the reputation, competitive position
and success of Burberry along with
damaging the brand image.
Understanding through application of marketing planning
Marketing planning is a process which helps the company to create a systematic in order
to achieve the inherent goals and objectives in an systematic manner. The process use various
plans and strategies to become more profitable in the market (Kumar, and et.al 2018). There are
various steps which are to make and effective market plan which are described below:
 Understanding the market competition – The organisation needs to understand the
market better in order to become more competitive. Burberry has managed to acquire
market share with evolvement of the dynamic trends. The management implements new
ideas and strategies to become more profitable in the industry. They evolve their products
and services to attain maximum customer satisfaction.
 Understand the customer – Customer preferences is the most important in which the
company can take advantage and provide products according to the needs. Burberry is
making high quality products through which they attain maximum customer satisfaction.
The organisation take feedbacks of the customers in order to improve their services in an
systematic manner.
 Market Niche – In this factor the organisation identifies the groups and segment the
audience which buys the product and services. Burberry targets the youngsters with their
products and services. The organisation understand new marketing trends and provide
premium quality products in order to achieve their targets effectively. With the help of
this nice factors the management can increase their efforts in order to provide best
services to the customers. It is an essential factor for most of the organisation according
to the market trends.
 Developing marketing message – It is an important factor which attracts the customers .
The tag line needs to to be innovative and clear and what the brands want to represent

with their product and services. Burberry tag line is that they enrich the lives of different
customers with their products and services. The organisation carry out different
operations effectively in order to gain maximum customer satisfaction. Due to this they
had a competitive advantage over different competitors.
 Determining the marketing Medium – Marketing medium is a communication process
which helps the organisation to show the product uniqueness and communicate
effectively with the customers. Burberry attracts different customers due to their unique
promotion techniques. The company use various social media platforms like Facebook,
Instagram and do various campaigns to do effective promotion. There are different
strategies which the company use to gain an competitive advantage in the industry.
CONCLUSION
From the above report, it has concluded that marketing is an important factor which helps
the organisation to become more profitable in the market. They can attract huge audience with
the new strategies and approaches. On the other hand, in this report there is preparation of
marketing campaign which will be beneficial for the company. They could gain a competitive
advantage over other competitors which are present in the market. Along with that, there will be
brief discussion about various tools through which the company can perform better in the
industry. For further instance, there is understanding the application of marketing planning. They
can use this systematic approach to deliver the products and services in an effective manner.

REFERENCES:
Books and Journals
McLean, G., 2019. Digital Marketing Fundamentals.
Domański, R., 2021. How to measure omnichannel? Marketing indicatorbased approach-theory
fundamentals. LogForum, 17(3).
Aria, and et.al 2021. Fundamentals of Digital Marketing Concepts and Strategies for Online
Succes.
Belk, R., 2020. Resurrecting marketing. AMS Review, 10(3), pp.168-171.
Schroeders, S. and Visser, M., 2019. Customer acquisition: sales and pricing. In Digital
Marketing Fundamentals (pp. 342-382). Routledge.
Chernev, A., 2019. Strategic marketing management: Theory and practice. Cerebellum Press.
Perkin, N., 2022. Agile Marketing: Unlock Adaptive and Data-driven Marketing for
Long-term Success. Kogan Page Publishers.
Hong, N.L., 2018. 5 Market Segmentation. Fundamentals of Marketing, p.85.
Brennan, R., Canning, L. and McDowell, R., 2020. Business-to-business marketing. Sage.
Nabieva, N.M., 2021. DIGITAL MARKETING: CURRENT TRENDS IN DEVELOPMENT.
Theoretical & Applied Science, (2), pp.333-340.
Wilson, L., 2019. Data-driven Marketing Content: A Practical Guide. Emerald Group
Publishing.
Buell, R.W. and Kalkanci, B., 2021. How transparency into internal and external responsibility
initiatives influences consumer choice. Management Science, 67(2), pp.932-950.
Gal, G. and Akisik, O., 2020. The impact of internal control, external assurance, and integrated
reports on market value. Corporate Social Responsibility and Environmental
Management, 27(3), pp.1227-1240.
Impellizzeri and et.al., 2019. Internal and external training load: 15 years on. International
journal of sports physiology and performance, 14(2), pp.270-273.
Lai and et.al., 2020. Effective internal and external modulation of nontraditional intrinsic
luminescence. Small, 16(49), p.2005035.
Mohammed and et.al., 2021. COVID-19 pandemic disruption: a matter of building companies’
internal and external resilience. International Journal of Production Research, pp.1-22.
Volkan, V.D., 2018. The intertwining of the internal and external wars. In Lost in Transmission
(pp. 75-97). Routledge.
Kumar, and et.al 2018.Marketing research. John Wiley & Sons.