Marketing Plan for Burberry Plc

This presentation analyzes the marketing plan of Burberry Plc for the launch of its exclusive range of ankle leather shoes. It covers the marketing mix, SWOT analysis, marketing objectives, target market, marketing strategy and programs, financial plans, implementing and monitoring plans, and conclusion.

MARKETING PLAN

EXECUTIVE SUMMARY
 The presentation analysed marketing plan of Burberry Group PLC is a British
luxury fashion house which has launched its exclusive range of Ankle leather
shoes in only three colours.
 The current situation retailer is outlined with the help of swot analysis to over in
marketing objectives and programmes.

TABLE OF CONTENTS
EXECUTIVE SUMMARY
INTRODUCTION
MARKETING MIX
SWOT ANALYSIS
MARKETING OBJECTIVES
TARGET MARKET
MARKETING STRATEGY AND PROGRAMS
FINANCIAL PLANS
IMPLEMENTING AND MONITORING PLANS
CONCLUSION
REFERENCES

INTRODUCTION
 Marketing plan is essential for enterprise before launching any product.
 It will outline plan for launch of exclusive range of Ankle leather shoes by
Burberry Plc.

MARKETING MIX
 Product: It is a creation and asset of firm which remark value of brand.
Burberry has planned to launch its exclusive range of Ankle leather shoes in
three most wanted colours that is Black, brown and olive green.
 Place: It is the geographical location of firm from where the buyers are able
to interact and connect with company which can be online as well as offline.
The shoes will be offered online as well as offline but for a limited time as it
is a winter collection set.

CONTINUE
 Price: It is the core aspect of business which derives its cost effectiveness and consumer
response, therefore pricing is done according to product quality, usefulness and durability.
Exclusive range of Ankle leather shoes will be offered at 50 pound.
 Promotion: It is a marketing and advertising tool with the help of which company is able to
create awareness about its products and services. For the launch of exclusive range of Ankle
leather shoes Burberry Plc will make use of social media advertising, television, events and
public relation campaigns.

CONTINUE
 Process: This is essential to be designed according to consumer connection which
comprise focus on shoppers, design of product, research and development to serve
satisfactory services to buyers.
 Physical evidence: This plays crucial role in defining consumer response and success of
services provided by brand. In launch of Burberry, it will comprise online experience of
shoppers, staff contact and product quality and packaging.

SWOT ANALYSIS
It is the best and suitable strategic tool which is used by Burberry to analyse own strengths and
weakness to deal with opportunities and threats.
 Strength: Wide network and licences wholesale and retail channel of firm are its foremost
strengths which allows business to offers its products in global market.
 Weakness: The major weakness of firm is its accessibility in high street because of which
company has low couture presence.

CONTINUE
 Opportunity: Collaboration with designers of brands can assist the
company in offering products at affordable prices. Increase in
marketing and advertising activities can help the business sin
increasing brand visibility.
 Threats: Increasing competition form Chanel, Gucci, Prada, Hugo
Boss, etc. has become huge threat for price and sustainability of firm.
Low switching cost and high bargaining power of buyers is another risk
which can be a barrier to growth of fashion house.

MARKETING OBJECTIVES
 To determine potential upper class shoppers for increasing consumer base by 6
%.
 To manage inline in profits and revenue by 5 %.
 To increase market, share across international boundaries by 4 %.
 To showcase exclusive range for attaining competitive advantage.

TARGET MARKET
 Burberry Plc targets market according to its segmenting, targeting and positioning strategy
which is given below:
 Segmenting: The focus of firm will be on dividing shoppers according to their shopping
preferences. Elite fashion for females who vales timeless classic designs and uniqueness of
product will the premium segment of Burberry Plc.
 Targeting: Targeting is done on the basis of segmentation and potential of buyers to buy certain
product. For exclusive range of Ankle leather shoes middle age women from upper class will
be targeted.

MARKETING STRATEGY AND
PROGRAMS
Events Description Duration
Television and
Magazines
This will be done to create awareness in
local markets specially to attract beauty
pageants, celebrities and royal class of
society.
In magazine article will presented every
week for 2 months and television
advertisement will be regular and at
least 10 times day to grab attention of
shoppers.
Digital platform In this the focus of firm will be on social
platforms especially Instagram,
Facebook and Twitter
This will be done regularly till 2 months
with the help of different flyers every
day.

CONTINUE
Events Description Duration
Promotional events The will be done to attract shoppers and
will allocated ta prime location.
Twice a month
Public relation
campaigns
This will be done to create positive
relation with prime shopper and will
also help in flaunting quality band
unique design of exclusive range of
ankle shoes.
Thrice a month

FINANCIAL PLANS
Events Number of Days Total (Pound)
Magazines and Television 8 and 60 100
Digital marketing 60 200
Promotional events 4 400
Public relation campaigns 6 350
Total 1000

IMPLEMENTING AND MONITORING
PLANS
The plan will be executed in sequential step and will be monitored regularly to determined different between
standard and actual performance of marketing plan. Monitoring will be continuous with execution
 Budget of marketing activities will be tracked as per shoppers queries and response.
 Marketing techniques will be revised according to their effectiveness and market awareness.
 Increase in consumer base will be compared to before launch response of shoppers.
 Improvement in opportunities and threats will be determined according to performance of marketing plan
and purchaser response to product.

CONCLUSION
 The presentation summarized marketing plan of Burberry Plc who has planned a
launch of its exclusive range of leather ankle shoes.
 It outlined marketing practices which will be considered for launch that is use of
STP and SWOT strategic tools, marketing objectives on the basis of which plan
and budget is framed.

REFERENCES
 Books and journals
 Meyer, P.H., 2016. A Parish Guide to the Use of Creative Problem Solving in Marketing Plan
Development.
 Steenkamp, J. B., 2017. Global Marketing Mix Decisions: Global Integration, Not Standardization.
In Global Brand Strategy. Palgrave Macmillan UK. (pp. 75-109).
 Toon, M. A., and et.al., 2016. Processes and integration in the interaction of purchasing and marketing:
Considering synergy and symbiosis. Industrial Marketing Management. 52. pp.74-81.

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