Marketing Report: Burberry's Marketing Mix and Company Analysis

This report provides a detailed analysis of Burberry's marketing strategies, functions, and interdepartmental relationships. It begins with a company overview, highlighting Burberry's core business in the luxury fashion industry. The introduction outlines the key functions of marketing, including promotion, distribution, and customer service. The main body of the report delves into the core marketing functions within Burberry, such as market research, product development, promotion, pricing, and distribution channels. It also examines the interrelationship between the marketing function and other departments, including HR and Finance. The report further explores how Burberry applies the marketing mix, comparing its strategies. In conclusion, the report summarizes the key findings and offers recommendations for improving organizational efficiency within Burberry. This report is a comprehensive study of Burberry's marketing practices, providing insights into its operations and strategies.

Marketing Essentials

Table of Contents
COMPANY OVERVIEW.................................................................................................................3
INTRODUCTION.............................................................................................................................3
MAIN BODY....................................................................................................................................3
Main marketing function in the organization................................................................................4
Relationship of the function with other function of organization.................................................5
Interrelation of Marketing with other department........................................................................6
Compare the ways in which different companies apply the marketing mix ................................8
CONCLUSION...............................................................................................................................10
RECOMMENDATION...................................................................................................................11
REFERENCES................................................................................................................................12

COMPANY OVERVIEW
lis Burberry is the British company well-known for the luxurious cloths in the UK, Headquartered
in the London, England. Its main fashion house focuses on and distributes trench coats, ready to
wear outwear, Fashion accessories, Fragrances, sunglasses, and cosmetics. lis Burberry was
founded in the year 1856, 163 years ago by the founder Thomas lis Burberry. lis Burberry sell
their product locally at the companies outlets and with the help of the company own website
uk.bueberry.com. lis Burberry is listed at the London Stock exchange and constituent of the FTSE
100 indexes. lis Burberry has more than 10,000 employee all across the globe working for them to
carry out the business activity.
INTRODUCTION
Marketing is the organization process which related to the creation of the relationship with the
customer to satisfy their need in the market. Main function of the marketing process includes
promotion, distribution for sale, customer service and public relations. lis Burberry is the British
company well-known for the luxurious cloths in the UK, Headquartered in the London, England.
Founded in the year 1856, by the founder Thomas lis Burberry. This report highlights the function
of the marketing in the organization and the relationship shares by that function with the other
function of the organization. Further this report highlights the interrelation of the marketing
department with the other department in the organization. Further this report highlights the
comparison of the marketing mix strategy. In the end report shows the recommendation which
need to be taken care by the organization in improving the organizational efficiency (Blythe and
Martin, 2019).
MAIN BODY
Marketing relates to the activity of the business which looks at a promoting and selling products
or services, including market research and advertising. Marketing is also the function which is
interrelated with number of different department in the organization to run their day to day
activity. In the lis Burberry organization also marketing plays a very crucial role as the
organization used to work in the cloth industry which requires regular evaluation on the marketing
strategy, price and product of the organization as the trend of the industry used to change at a
regular basis (Pike, 2015).

Main marketing function in the organization
Market research: Market research is the main function of a Marketing in the organization, As
market research helps the lis Burberry helps the company in identifying the trends which is
prevailing in the market. Market research also includes finding out the market opportunity which
is their in the market, so that company can work upon the opportunity to gain a competitive
advantage. Marketing team also looks at the customer in the market research as they are the one
who will buy the service of the company, research regarding customer include the need and the
requirement of the customer in the market and the customer should be targeted for selling the
company product. As lis Burberry dealt in the clothing industry it is very important part which is
played by the marketing as the clothing industry trend used to change at a very rapidly so the
marketing team helps the organization in understanding the current trend of the market (Babin and
Zikmund, 2015) (Marketing Function, 2015).
Product Development: Marketing plays a very good hand in development of the product in the
organization as they are the one who has all the information regarding the market includes the
information like current trend, customer need and the opportunity in the market, marketing team
used to evaluate all the data which was gather from the market and comes on the solution and tries
to pass on the same information in the product to satisfy the need of the consumer in the market,
generally marketing team used to provide the information to the production department and after
that on the basis of that the production department used to incorporate the changes in the old
product or try to develop the new product. In the case of the lis Burberry the marketing
department used to evaluate the nature, weather and the demand of the customer in the market and
pass on the information to the production department then they try to develop the product
according to that so that need of the customer can be satisfied by the lis Burberry organization
(Malhotra, 2015).
Promotion: Promotion is one of the main function of the marketing, which includes the
promoting the awareness of the good and services in the market so that the customer get
knowledge about the product which has been brought in the market. As marketing has the idea of
the customer need and the customer need to target it gets easier for the marketing team to attend
the right customer for the organization. Promotion includes the advertisement for the product at a
different platform both local and social media network, creating attractive promotional content to
be displayed at a company website to attract the customer toward the organization, this all

function of the marketing depends upon the budget which is provided to them by the organization.
In the case of the lis Burberry organization marketing team generally used to promote the product
by the help of the new paper as it helps them to attend the local market more proficiently as
compare to the previous (Campbell, Martin and Fabos, 2018).
Price: This is the function of the marketing which is very much related to the revenue earning for
the organization as in it marketing used to fix the price of the product and on the basis of the cost
incurred in producing the product, profit margin of the product, competitor price and the current
demand in the market. After all the above information marketing team used to set up the price of
the product which can attract the customer and also at same time can have a good profit margin
for the organization, Generally marketing team always be flexible in deciding the price of the
product as they used to use different method for different type of the product. In the case of the lis
Burberry the organization marketing department used to fix the price of the product depending
upon the demand and the trend in the market so that they can attract larger number of public
toward the organizational outlet (Bhatt and Gupta, 2018).
Distribution channel: It is the function of the marketing in which marketing department used to
look at the channel to be used for the distribution of the product to the customer as it is very
important part of the organization success as organization as to make sure that the product which
was developed by the organization is reaching all the customer in the market, marketing used to
decide the best distribution tool which can satisfy the maximum number of the customer in the
market, as marketing are the one who are having the knowledge about the customer which should
be targeted to get a maximum return from the market, Generally marketing team used to use
mixture of two to three Distribution channels to distribute the product to the customer. In the case
of lis Burberry marketing department is used to select the distribution channel they have opted for
direct channel of distribution in which they used to sell the product from their own outlets and the
online website (Baker, 2016).
Relationship of the function with other function of organization
All the function of the marketing plays a very crucial role in the organization success as they
prove to be interrelated with other function of the lis Burberry. Some relationship which is shared
by the marketing function with other function in the organization is as follows:
Market Research is the function in which information regarding the macro and micro
environment has been gather by the marketer which proves beneficial for the other function of the

organization as by the help of the market research organization used to set up the different
strategies for the organization and also proves as a basis on which all the function of the
organization started (Morgan and et.al., 2019).
Product Development is the process in which company used to develop the product for the
organization it is the function which is interrelated with the function of the sales, procurement and
Finance as the Finance department used to allot the money for the product development and by
that money the production department used to buy the raw material called as a procurement and
by the help of raw material product is developed and the sales function used to sell the product in
the market.
Promotion is the function related with the promoting the awareness of the product in the market
with the help of the different promotional platform, this function is interrelated with the
production function as the product which is developed by the production department is promoted
by the promotion department so that all the customer is having the proper idea about the product
of the organization (Kotler and et.al., 2015).
Price it is the function in which marketer used to set the price of the product in which company
will offer product. This function shares the relationship with sales, procurement and
manufacturing function as the Procurement of the raw material are done on the basis of the price
of the product. Product which is manufacture by the lis Burberry is the basis on which piece is
decided and the sales department used to sell the product on the price decided by the marketer.
Interrelation of Marketing with other department
HR Department And Marketing Department: HR department is the department which used to
manage human resource in the organization so that they increase the efficiency of work in the
organization. Marketing department of the lis Burberry organization helps the HR department in
doing the same as marketing department used to provide the information regarding the skills
which is required in the employee to dealt with the future challenges as the marketing department
generally has the information regarding the opportunity prevailing in the market, and they have
the knowledge about what technology and skill will require to convert these opportunities in a
productive Idea (Rowley, 2017). On the basis of the information provided by the marketing
department HR department of the lis Burberry used to organize the training program so that
employee is ready with the best skills when it requires. In return HR department also helps the
marketing department by providing the best and trained employee to the marketing department

which can help the marketing department in increasing efficiency of work in the lis Burberry
(Marketing interrelation, 2016).
Finance Department And Marketing Department: Finance department is the department
which used to look at managing the money of the lis Burberry and also they used to allot the
budget for the different department to work in. Marketing department of the lis Burberry used to
give the information to the finance department regarding the price which is expected by the
customer in the market and the technique or technology which need to be used to develop the
product so on the basis of that finance department of the lis Burberry used to allot the budget to
the other department in the organization and all the department used to work depending on that, In
return of that Finance department used to allocate the budget for the marketing department on
basis of that marketing department of the lis Burberry used to plan their work in the organization
so that they can complete their work in the allocated budget. Budget generally helps the marketing
department in deciding the promotion platform to be used to promote the product which includes
deciding the where to advertise about the product (Blythe and Martin, 2019).
Production Department And Marketing Department: Production department of the lis
Burberry is the department of the organization which looks at a production of the product in the
organization. Marketing department of the lis Burberry used to provide the information to the
production department of the lis Burberry information contains the need and requirement of the
customer in the market and the opportunity prevailing in the market, the marketing department
also used to guide the production department to produce the product according to the above
information, so that organization used to develop the product which can satisfy the needs of the
customer in the organization. In return the production department of the organization used to
provide the information regarding the cost which is incurred in the organization and on the basis
of that lis Burberry marketing department used to fix the price of the product which can attract all
class of the consumer toward the organization for the purpose of buying the product not only that
the marketing department takes help of a production department in the function of deciding the
distribution channel to be used or the promotional scheme should be used by the lis Burberry in
promoting the good which was manufactured by production department (Pike, 2015).
Sales Department And Marketing Department: Sales department is the department which used
to sale the product of the organization to the market. Marketing department of the lis Burberry
used to provide the place and the customer group which need to be targeted by the Sales

department for selling the product of the organization, on the basis of the information which is
provided by the marketing department sales department of the organization used to set the sales
scheme which they used to sell the product of the organization. In return sales department of the
lis Burberry used to provide the base for the base for the marketing function on the basis of that lis
Burberry marketing team used to make the marketing policy for the organization (Babin and
Zikmund, 2015).
Compare the ways in which different companies apply the marketing mix
Marketing mix is the basis model for companies. It has been determined as the set of
marketing techniques which company utilizes to pursue their marketing goals in target market.
There are 4P's creates marketing mix which stands for price, product, promotion and place (Fan,
Lau and Zhao, 2015). Nowadays, three P's also involves such as people, process and physical
evidence that called as extended marketing mix.
Basis Burberry Gucci
Product It is main luxury fashion
brands in the worldwide. The
core product segments of
company which are beauty,
men, women, children.
Accessories are the best goods
for entry level consumers and
also have larger support as
against the apparels that have
to be sold with four months.
As compared to, it is one the
topmost fashion well-known
brands internationally. The
product line ranges of
company from handbags,
shoes, watches, jewellery and
other accessories (Datta,
Ailawadi and Van Heerde,
2017). It has goods for
children, men and women.
Also, company has beauty
products ranging from
fragrances to nail paints, eye
and face make up.
Price Company utilizes premium
pricing strategy to sell their
goods. The right mix of lower
As opposed to, the price of
apparels depends on quality of
materials and work done on the

costs range and large end
premium goods. Changing the
prices can cause the consumers
to go away from the brand
(Stead and Hastings, 2018).
Thus, pricing strategy for
company remains more or less
the same.
clothing. The fabric utilized in
creating of goods of company
are premium quality thus,
pricing of goods are also large.
Place The company has presented
through 475 shops in close to
50 nations. All the shops are
leading situated in large
populated locations that
assurance formed revenue to
the company.
Besides that, company is the
best network to drive organic
development and profitability.
Gucci has operated 500+ shops
and directly owned online
stores which works in 28
marketplaces (Išoraitė, 2016).
Promotion Company has hugely focused
on their marketing activities.
The ads are selected to be
placed in large class magazines
to targets the particular
audience. Company utilizes all
kinds of promotions like online
advertisement, prints ads,
billboards etc. Burberry invests
in digital marketing which aid
to communicate their brand
message easily to customers.
As compared to, company
creates itself visible by ads,
banners, social and print media
as section of their marketing
mix. The feature of marketing
campaigns of Gucci on
different social media networks
like Instagram, Facebook etc.
Company has also an
application in eight different
language which is known as
Gucci style app.
People Burberry has worked people
under their sales team which
play wider role their marketing
As opposed to that, Gucci can
undergo training for their sales
team, consumer services,

efforts (Fan, Lau and Zhao,
2015). Company has worked
people at retail shops who aid
to consumer at site.
buying people as these play
wider duty in delivering value
to the consumers.
Process Burberry offers and deliver the
goods in both ways like
physical and online stores.
Company is actively included
in investigating market chances
in relation to understand
consumer requirements.
Besides that, Gucci has online
delivery procedure where
orders are received in
computer system and based on
these orders (Stead and
Hastings, 2018). The relevant
good from the inventory is
moved to delivery service
givers.
Physical evidence Company sells their goods in
different colour packaging
which easily recognizable on
retails shelves. This creates it
easier for consumers to situate
such shelves in busy retail
shops.
As compared to, company has
online website which is user-
friendly and enable to view
their goods in high quality
images taken different angles
(Datta, Ailawadi and Van
Heerde, 2017).
CONCLUSION
After going through above report it has been summarized that the marketing plays a very crucial
role in the organization success as the function which of the marketing proves as a basis for the
many functions in the organization to get completed as the marketing function of the organization
shares a very positive relationship with the other function of the organization. It has been also
summarized that the marketing function of the organization is also interrelated with the other
department of the organization as marketing function and the other department function both
provide some benefit to both the department. In the end report summarized that there is very

difference in the two companies marketing mix as both the company uses different tool and
strategy to attract the customer toward the organization.
RECOMMENDATION
After going through above report it has been recommended to the lis Burberry that they should
invest good in the marketing part of their organization as it will help the organization in
improving the efficiency of the business in the organization as lis Burberry deals in the cloth
industry and the cloth industry tend to see the change at a regular time interval so it is very
important for the lis Burberry to have a proper idea about the current situation of the business. Lis
Burberry also should also can try to enter into the global market with the help of improving the
distribution of channel in the organization. Company should collect feedback from their
consumers relating packaging, so that it can improve it. Also, Burberry should launch discounts
and allowances where it lows costs short time period in relation to attract consumers and increase
the market share. Organization should launch new goods with price penetration approach where it
offers initial low costs as compared to their competitors to increase market share. Company
should extend extra advantages for buying their goods which involve delivery, credit, helpline etc.
Also, company can improve the packaging of goods which is accessible to exchange and
utilization. Therefore, company should follow all techniques for increasing the consumers
attraction and increasing the market shares.

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