Marketing Management: Revamping Product Line for Burberry

This report analyzes the concept of product revamping and its importance for a company. It describes the organization and the product which has been taken into consideration for revamping. It explains the competitive organizational environment by applying environmental analysis tools. It also explains the marketing mix in context of Burberry and gives recommendations for the company.

Marketing
management

EXECUTIVE SUMMARY
In this report the analysis will describe about marketing management where an
organisation revamp its product to enhance their sales and loyal customer base. Main aim of this
report is to get understand about the concept of product revamping and why it is important for a
company. This report analysis that components which impact the procedure of product
revamping. This study will make able to gain knowledge about micro and macro factors analysis,
Marketing mix that help the company to identifies those factors which has direct affect on
company's product or its promotional activities. So, this report will be on the basis of different
approaches in marketing management.

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK ..............................................................................................................................................4
1) Give a description of the organisation and the product which has been taken into
consideration for revamping.......................................................................................................4
2) Explain the competitive organisational environment by applying environmental analysis
tools.............................................................................................................................................5
3) Explain the marketing mix in context of Burberry and give recommendations for the
company .....................................................................................................................................7
Explain how the brand can be improved and its impact on brand position................................9
CONCLUSION ...............................................................................................................................9
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing management is the tool to conduct various activities to find out the
opportunities which is profitable for the business organisation. The marketing manager create the
opportunities into useful for satisfying the customers needs and wants. The concept of marketing
management is consumer oriented. The marketing management is responsible for the various
activities or it can said that it a process of controlling various marketing aspects, setting the goals
of the business organisation, organising the plan, taking necessary decisions and meeting the
customers demands. The company which is chosen in this report is Burberry which is a luxury
British fashion house. The company is headquartered in London, England. It designs and
products various products such as eye wear, footwear, fashion accessories, fragrances and
cosmetics. The company was established by Thomas Burberry in 1856(Shashishekar and Anand,
2019). This report will include the explanation of the company, PESTLE and SWOT analysis,
marketing mix and recommendations to improve the organisational reputation and brand of
company's products.
TASK
1) Give a description of the organisation and the product which has been taken into consideration
for revamping
Burberry was introduced by Thomas Burberry in 1856. the company concentrate on the
development of outdoor attire. It moved into the high fashion market which was developing the
exclusively luxury branded products. It is a British luxury fashion house which is headquartered
in London, England(Jones, Ranaweera, Murray and Bansal, 2018). The company manufactures
and designs various products such as fashion accessories, eye wear, fragrances, clothing and
cosmetics. The company also specially designed aviation garments. In 1937, A.E Clouston and
Betty Kirby Greeen broke the world record for the fastest return flight from London to Cape
town in the Burberry air-plane which was sponsored by the brand. In 1970s and 1980s the
company signed a contract with worldwide manufacturers to produce complementary products to
the existing British collection of the the other various companies. This made the company to gain
more profit margins as its products were distributed in the other various supermarkets and malls.
This lead to create a brand value for Burberry.

The Burberry is going to revamp its product line which is the fragrances which it is
producing in such a manner that the fragrances will include a layer of protection from the
harmful germs. This innovation in its product line will benefit the business organisation in
various forms. As it is very important aspect and this innovation is important for the company to
take into consideration. After cocid-19, everyone has faced difficulties and challenges in their
lives. It is important that people should take care of their health and the organisations introducing
the product in such a way that it can protect people from such viruses. This is the innovation
which undertaken keeping in mind that the people using perfumes will have a benefit that if they
are going out of their houses this can protect them from the germs and various other things which
can affect in their health. This strategy can help the organisation is gaining a competitive
advantage because of the large market share and also it will be able to increase its sales. This will
lead to maximize more profit margin for the business enterprise(Srinivasan and Ramani, 2019)
2) Explain the competitive organisational environment by applying environmental analysis tools
SWOT analysis- This is the tool which is used by the various business organisations to
evaluate the competitive position of the business organisation. It also help in evaluating the
internal and external factors for the development of the strategic planning and growth of the
business enterprise. Here the swot analysis is in context of Burberry:(Bello, Halim, and
Alshuabi, 2018)
Strengths Weaknesses
 Global presence- the company has
more than 500 stores in 50 countries. It
distribute its products through both
retail and whole channels. The
organisation is globally expanded as it
has license for Japan.
 Iconic fashion brand- It has 156 years
of long history and the company is
famous for its brand which deals in the
 Limited product line- The product line
of the organisation consists of apparels,
beauty products and accessories which
is in itself the limited in the luxury and
fashion segment.
 Premium price range- Its high pricing
strategy made the company to reach
only few customers. The young people
who aspire to lead their lifestyle cannot

best and the British fashion products.
The company is the manufacturer of
the clothing, fragrances, and fashion
accessories. It is also known for its
high quality products.
afford such expensive products.
Opportunities Threats
 Changing lifestyle- As there is
development in the economy, the
people are tend to have change in their
lifestyle and this has made the change
in their preferences and taste which has
created the opportunity for the
organisation of its premium products
of the fashion accessories.
 Developing emerging markets- the
another opportunity for the company is
that it can enter into new markets such
as Thailand, Turkey, Egypt and many
other which will benefit the
organisation to succeed in future
because the developed economies are
already having the high competition in
the market.
 Competition from the other players-
the other companies such bas Gucci,
Louis Vuitton is having their presence
worldwide which is considered as the
biggest threat for Burberry.
 Threats from imitation and fake
products- This is considered as the
major issues which is faced by the
premium brands which is the fake
products which can affect their brand
equity over the period of time.(Grose,
2021)
PESTLE analysis- It is a tool which is adopted by the business organisations to analyse
the macro environment factors of an industry environment. It included the identification of the
external factors which can influence or affect the business organisations and its operations. There
are various factors in this tool which is explained below that how these factor can influence the
busie4nss enterprises. Here the PESTLE analysis is in context of Burberry:

 Political- This factors are focused to the extent in which government policies can
interfere the business organisations. Such factors include tax policy, trade restrictions etc.
The Brexit has the company has the Burberry in in dilemma that what changes will be
there in the country which can affect in the profitability of the business organisation.
 Economic- These factors determine to the performance of an economy that can directly
impact the business organisation. These factors include economic growth/ decline,
inflation rate, unemployment etc. The increase in the prices of the products and services
with less disposable income can shift the consumers in purchasing the premium ranged
products. This can impact the Burberry in losing customers(Ottosson, 2019)
 Social- Theses factors are related to the health and cultural aspect of society and it
involve age distribution, population growth rate and career attitude. This factor can help
the marketers to know the current trend in the market and so that they can bring the
change in their products and services. As the Burberry is dealing in the luxury product
which is usually preferred by the high class people. But now the company needs to
understand the need of the middle cl;ass people and introduce products which are in
range of them and affordable.
 Technological- This factor is related to the innovation and development in the
technologies. Such factors are research and development, artificial intelligence,
digitalisation,machine learning etc. it is the most important factor which need to taken
into consideration by Burberry . The company is following the new technologies in order
to attract customers. The organisation is using various social median platforms to
promote, visualise its products through pictures so that customers are attracted.
 Legal- These factors have both internal and external sides affects to the business
organisation. These are related to the certain laws which have impact on the industry or
the company. Such factors include changes to laws which can impact employment,
imports/ exports, access to raw material etc. As Burberry is expanded globally it is
important for the company to comply with the various rules and regulation that are
different from country to country. By following these rules they can build its good bran
image ans increase their sales(Kramer, 2019)
 Environment- These factors are concentrated with the affect of the surroundings of the
environment and the influence of the ecological aspect. Such factors are environment

protection laws, waste disposable laws etc. Burberry is following the certain aspects of
the sustainability in order to be environment friendly. The company has committed to
reduced the carbon footprint and other green house gases in its manufacturing processes.
3) Explain the marketing mix in context of Burberry and give recommendations for the company
Marketing mix- This tool is used by the various business organisation to focus non the
multiple areas as a part of comprehensive marketing plan. This tool help the company to decide
that it able to provide right product, to the accurate customer at right place and correct time. This
tool consists of 7p's which are explained below in context of Burberry which a innovation its
product line:
Product- It is referred to as the thing which is offered by the business organisation to
satisfy its customers needs and wants. The company is famous for its products as it offers the
variety of products of women, men's and kids. The various products of the company are clothes,
fashion accessories, fragrances, sunglasses etc. this is the product strategy in the luxury fashion
brand. Burberry also deals in the other accessories such as handbags which are easy to sell for
the business enterprise. Product follows the logical product life cycle, it also essential for the
marketer to understand various stages or its unique challenges. The potential customers of the
product require to be known and understood. In context of the Burberry the quality which the
company maintains and provide the luxury products. The company is dealing in the perfumes
and a innovation is provided in this report to increase the sales of the company(Zuckerman,
2021)
Price- It is the actual amount that the final user is expected to pay in exchange of a
product. Burberry uses the premium pricing strategy to sell its products. As the company is
dealing in the luxury products and does not compete directly on price with its competitors. The
companies pricing strategy is done on the deeper evaluation of market demand and competitor
pricing. The company had made believe to its customers that the product they are providing is
designed in such a way that they are different from the other brand. The company mainly focuses
on the premium pricing strategy because of its luxury products and the quality they are
maintaining in it. The perfumes which the company is providing with maintaining the flavour

and the layers to protect the human body with dust and the other particles.(Solomon, and et.al.,
2019)
Place- This dimension of the marketing mix consist of that how the product will be
distributed to its targeted customers. This is the most important strategy for the business
organisations as keeping in mind and adopting the right medium of the channel through which
the customer can purchase the products. Burberry provided its products through hundreds of
stores in more than 50 countries. The stores are located in the highly populated areas where there
is guarantee that the organisation can generate revenue. Also the company has a online website
from where people can order their product and the company has a advantage of it.
Promotion- This include the techniques which is used by the business organisations for
communicating to the customers and providing them with the right information about the product
to its customers. The promotion is the most important aspect which need to be taken into
consideration in the apparel industry. Burberry uses the advertisement which is displayed in the
high class magazines to target the specific audience. The company uses various types of
promotional tools such as television, online ads, prints ads, etc. it also uses social media keeping
in m mind the world of digitalisation. The company is highly dependent on the celebrity
endorsements. Also , the company promote its products through social media platforms such as
Instagram by uploading visual pictures so that customer can see the see product and they are
attracted(Varley and et.al., 2018)
Recommendations
Here are some recommendations for the Burberry which will help the organisation in
future and developing the strategies may increase the sales of the company.
 It is suggested that if the company revamp its product which is perfumes in such a way
that it contains a liquid form layer of sanitization which can protect the human body from
the various other viruses. As the impact of covid- 19 has resulted in a bad situation and
impacted the health of the people. the company can introduce the sanitization so that if
people use the perfume spray on their body then also there will be the use of the sanitiser
which can benefit and at a percentage can protect their body(Baiti, 2018).
 Also, the another recommendation which is suggested that the company can keep its
premium pricing strategy because as the product is in luxury and after innovation it will,
be more valuable and people will purchase it because of taking care of their health.

 The company can advertise its products through various social media channels such bas
Facebook, Instagram, twitter. As, in today's world people are more addicted to the social
media and after covid-19 this king of product will attract the customers. This type of
product will make people concern about their health and it has a dual benefit for the
customers. The product will work as the perfume and as well as containing a sanitisation
layer will help them in keeping them safe from the external germs
4) Explain how the brand can be improved and its impact on brand position
The brand is referred to as a business concept which can help the organisation to identify
product, company and individual. An business enterprise cane improve its brand by several
methods. In context of Burberry, there are some way to improve its brand which is discussed
below:
 Target brand message- the business organisation need to find out those customers who
are desperately to know what company offers and value for the brand. Burberry should
target those customers who value their brand and has believe in the brand that it provided
with the quality and have inter4est in the companies product(Muñoz Domínguez, and
Díaz Soloaga, 2021)
 Authenticity- the business organisation should be authentic to who they are, the values
they have and skills they excel at. An authenticity is essential part to the branding
success. Burberry should avoid the pressure to constantly reinvent itself and inflate their
message or information. A simple articulation of who they are and what they are good at
shared clearly will suffice to nail down their brand.
 Minimum high standard for design- It focused on the visualisation communication of
the product of the business enterprise such as shape, colour, and organise component on
the website page and email campaign. Burberry should design its perfumes in such a way
that it looks attractive to the customers with adding the fresh organic fragrances in it.
(Lalaounis, 2020)

Impact on brand positioning
Positioning refers to the place that the brand occupies in the minds of its customers and it
also included how it is different from the products of its competitors. It is considered as the most
powerful concept of marketing. If Burberry invents and bring the new product line such as
innovation in its perfumes will affect the brand positioning in several ways which is discussed
below:
 Uniqueness- by launching the new product with the innovation keeping in mind the
health of the customer will make the brand unique. This will create the impact on the
customers mind that the brand value its customers in the tough situation and now the
company is focusing in adopting the new treads after covid- 19.
 Acquire market share- The new product line will help the company in acquiring the
large market share. The new features in the product will attract customers and this will
increase in the sales of the company(Vásquez Condori, 2017)
CONCLUSION
From the above report it is concluded that marketing is an important aspect which need to
be considered by the business organisation. The activities included in the marketing help the
organisation to grow and generate revenue. It is important to use the SWOT and Pestle analysis
for the company so that it can identify the internal and external factors which might influence the
company and its operations. The pestle analysis of the Burberry suggests that the company needs
to follows the factors and keep in mind that the technology is the most important aspect for the
company. The new product line which is brought into consideration is that the company can
introduce perfumes with the layer of protection containing a sanitization material in it. This can
help the company in creating a brand position and can attract customer.

REFERENCES
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