Role of Data in Improving Relationship Marketing

MARKETING
MANAGEMENT

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Role of data in improving Relationship Marketing.....................................................................3
TASK 2............................................................................................................................................6
Segmentation, Targeting and Positioning....................................................................................6
TASK 3............................................................................................................................................9
Innovation in Burberry’s products and services..........................................................................9
TASK 4..........................................................................................................................................11
Marketing Mix of Burberry.......................................................................................................11
Viable solutions and Recommendations for “Female demographic”........................................12
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing management refers to panning, controlling, organising and implementing the
marketing policies, plans, programs, strategies and tactics through efficient market research and
segmentation of targets. It is designed to create and satisfy the needs and demands of the
customers and target markets by offering relevant products and services to generate acceptable
profit and create brand equity. This report is aimed at evaluating how organisations can use sales
and marketing information to strategically plan and take business decisions by focussing on a
UK based organisation Burberry. Burberry is a luxury fashion house and retailer headquartered
in London, England. It designs and distributes ready to wear high end apparels such as trench
coats, leather goods, footwear and cosmetics as well as fashion accessories like sunglasses,
wallets, range of fragrances etc. The report will highlight the role of data in improving
relationship marketing, segmentation, targeting and positioning of a specific segment- apparels
for Burberry, assessing the innovation incorporated in Burberry for satisfying consumer needs,
evaluating marketing mix for the company and providing recommendations and viable solutions
for a specific target group- women to improve the customer needs.
TASK 1
Role of data in improving Relationship Marketing
Relationship marketing is an aspect of CRM or customer relationship management which
is aimed at long-term goals like gaining customer loyalty and improving customer engagement
unlike individual sales and customer acquisition which are short term. Relationship marketing is
devised towards creating strong and emotional customer connections. An ideal relation
marketing consists of different technologies and strategies which create a long-term relationship
with present and prospective customers (Gummesson, 2017). They are Lead generation,
customer data management, Integration of CRM with other marketing systems, customer
experience management, marketing automation tools, multichannel strategies, online and social
CRM, tailored access and targeted information. The data used for marketing operations can be
internal data, competitive intelligence and data from marketing research. Large organisations like
Burberry invest in ‘big data’ to conduct their marketing operations as it is a powerful tool to
analyse large-scale trends to target customers. Data can be used to create stronger and personal
3

relationships with customers and address their needs. Relationship marketing involves data
obtained from sources like social media networks where patterns and trends of customers are
uncovered in order to increase sales and making products and services that fulfil those customer
needs (Martin and Murphy, 2017). It helps in:
Figure 1: Relationship Marketing
Source: Margaret Rouse, 2019
 Smoothening the marketing process: Using data can help in the marketing process by
maximising the accuracy of information that is captured from the customers. The data is
what all marketing tactics, product development and design and sales tactics is based
upon. If wrong data enters organisation, it can lead to inaccuracy of data can disrupt the
marketing process. Capturing right data, the first time makes the data maintenance and
quality levels much easier (Steinhoff and et.al., 2019).
4