Marketing Strategies for Product Promotion

The provided report emphasizes the significance of marketing strategies in promoting new products and achieving business objectives. By designing creative portfolios, organizations can attract numerous customers and gain a competitive advantage. The assignment also underscores the importance of informative marketing practices in conducting new store operations in famous areas, showcasing company products, materials, qualitative aspects, delivery services, and corporate profile.

Principles and
Practices of
Marketing

INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Marketing background of Burberry PLC....................................................................................1
TASK 2............................................................................................................................................7
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing is an on-going process which is used by organizations for promoting their
newly launched products or services into several markets. It means, main objective is to inform
the customers and entire society about the goods quality and unique features as well as
availability of any special offer. Burberry Group PLC is a British luxury fashion house by having
its headquartered in London, Edinburgh (Lawless and Heymann, 2010). Their main motive is to
concentrate in distributing trench coats, ready-to-wear outerwear, modern accessories, sunglasses
and cosmetics items too. Therefore, assignment is highlighting the marketing tactics of
organization by designing an impressive portfolio which consists of several attractive images,
messages and different materials for capturing the minds of street people. Basically, this
promotional campaign of Burberry is going to conduct in famous Oxford Street for acquiring
the minds of high range of customers. Furthermore, application of three marketing theories and
effectiveness of its implementation process is also outlined in the project.
TASK 1
Marketing background of Burberry PLC
Burberry is a luxurious fashion house which was established in around 1865 by Thomas
Burberry who initially focussed on the development of outdoor attire. Furthermore, company
have moved into high fashion market which resultant in growth of its first kind fabric called
Gabardine which is totally breathable and waterproof. However, various products of this
company are fully unique such as; pattern based scarves, trench coats and some other fashion
accessories. Basically, Burberry was an independent family owned business till 1955 at the time
of reincorporated and first or foremost shop of company was opened in Haymarket, London in
around 1891. In fact, this organization is having more than 500 stores in across almost 50
countries. Their main objective is to target brand conscious people and rich Americans for
offering them qualitative products in order to gain competitive advantage. Mainly, this brand
uses technology for promoting its product or services across the nation (Boulton and et. Al.,
2013). As a result, Burberry gets succeeded in achieving one year growth of 86%. Hence, it has
been understood that company is going for digital marketing technology for promoting their
products or services in distinct markets. Along with this, trying to connect with domestic as well
as foreign clients for establishing their brand image at global platform by satisfying their needs
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or demands. Moreover, company facilitates their customers by providing online subscription
services and booking facilities in order to promote online marketing.
In the year, 2006 Burberry reinvented itself for moving forward in market and trying to
become as a digital enterprise offering luxury products. In fact, an association uses numerous of
applications and advanced tools for gaining competitive advantage such as; artificial intelligence
and data analytics tools. Along with this, conduct some award and loyalty programmes which
aids in enhancement of customer relationship with brand. Additionally, company is following
geographic segmentation process such as Asia-pacific, America, Europe and Middle East for
offering products of women’s, children (0-36 month’s babies including boys and girls both) and
off course dresses for fitness freak individuals. On the other hand, company is following
differentiated targeting strategy and mostly targets groups of upper class as well as standardized
people who belongs from the age group of 20-45 years. It means, Burberry itself carrying the
rich heritage of British culture and creativity which shows that this organization is believes in
brand image by offering high quality products with best services (Corrigan, 2011). Thus,
foremost vision of an organization is;
“to bring revolutionary creativity and culture of British across the global platform by
introducing innovative beautifully designed goods, inspired customers with storytelling and
sharing experiences with them, delivering really marvellous and unique services and continue
innovating”.
Their most impressive tagline is “Iconic British Luxury est. 1856”.
Consequently, it has been understood that company is really focussing in their marketing
strategies by coming up with unique items, full of creativity to make their brand distinct from
other competitors and tries different methods for capturing the minds of various customers.
Hence, decision of campaigning on Oxford Street is another strategy that is suitable for the
success of an association because this street is highly famous and popularizing for its crowd or
area attractiveness. Basically, it’s a major road in the city of Westminster running from
Tottenham Court Road to marble arch. In fact, it is also consider as busiest shopping street and
almost half million visitors visit daily due to presence of around 300 shops from 2012. It means,
by conducting promotional programmes at oxford street is really good choice for Burberry
because this will aid an organization by maximizing their sales performance at higher extent.
Therefore, an impressive Portfolio of Burberry organization is discussed as follows which
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consist of necessary information such as; tagline of company, information about product or
services, offers, discounts and various other additional data-
Burberry Group PLC
Company information:-
Burberry is one of the most luxurious fashion brands across the world
and believes in offering qualitative products to the desired customers.
However, core product of company are; beauty, accessories, men, women and
kids. Basically, Accessories are considered as best technique for entering of
new customers. Signature product of company that is trench coats is having
almost 60% market share. Burberry Touch, Burberry weekend, Burberry
Brit are few major goods in a fragrance range as well as equal attention needs
to be given to kids wear.
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Tagline: - “Iconic British Luxury est.
1856”.
“We believe in Creativity by designing
product Beautifully”
This above image shows that we always focus in creative product
designing for satisfying the needs and demands of our desired users. It shows
that, our production team is really playing well by considering current trends,
requirement of change, choice and preferences of end users.
Our main motive is to bring -
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“Style, Western Culture, and
Brand”.
“We also believe in digitalization by offering
digital services to our desired users”.
We give special offers and discounts to our repetitive
customers like; 10% to 20%.
Our raw materials are of high quality with fully branded, tough and
durable which is long lasting. This aids us in continuing our business for long
duration as we believe in maintaining long term relationship. In fact we use
strong stuff while designing product and hire skilled employees.
“Burberry is all about its Strong Brand Image
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and High Quality Product as well as “On Time
Services”.
“WE ARE GIVING SPECIAL OFFER (10% OFF) ON NEW ARRIVALS
FOR FIRST 100 CUSTOMERS”.
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TASK 2
Burberry was invented from innovation and founded by Thomas Burberry who designed
invented gabardine in almost 1879 which is a creative weather proof cotton fabric that developed
rainwear. In fact, company is having 209 owned stores from which almost 200 concessions
within departmental stores as well as 60 outlets. However, 10000 employees are connected with
entire team for managing business operations across the worldwide. Additionally, in 2017,
Burberry is opening new branch Burberry Business Services in Leeds which is a centre of its
HR, finance and procurement functions for dealing across the globe. According to Burberry
organization, digital supports in boosting the revenues with the help of its own website as well
via third party sites (Wasson, 2015). Therefore, company have softly launched its customer
application in UK by redesigning its website for desktop as well as mobile use. It shows that,
company is investing their funds in becoming more digitalized because almost 70% customers
are purchasing decisions are influenced by online services. Meanwhile, company is
concentrating in enhancing their service by investing some of their funds in providing training to
their sales staff as well as maximized private customer groups with more than 50%.
Consequently, company is focussing in designing goods which consist of features that are
used in all the four seasons for its global audience. Mainly, company use online as well as offline
channels for transferring their products across the regions in order to make long term relations
with customers. Therefore, it has been analysed that company is really focussing in their
marketing strategy by adopting an appropriate methods such as; digitalization, targeting market
and so on. In fact, marketing team of an organization plays a very crucial in the success of
Burberry because they have used numerous of ideas for promoting the company product across
the marketplace. For example; focussing on STP, AIDA, Communication process and push or
pull strategies for enhancing their sales performance by satisfying customer needs or demand
(Lees-Marshment, 2014). Therefore, application of these three models by Burberry organization
is discussed as follows-
AIDA- This word stands for attention, interest, desired and action and mainly used by
well-established company in their marketing strategy in order to maximize their sales
performance. Basically, this theory supports in describing various steps and phases which
incurred from that time when customers initially get aware about certain product or brand till
their purchasing decision. However, consumers are fully aware about the goods services via
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advertising or marketing communication process but the AIDA model supports in explaining that
how a promotional activity or messages aids in engaging customers for selecting the brand. In
fact, this is theory is most popularize one which was developed in late 19th century. Hence, this
model is known as a one of the class models and consider as hierarchy of effects models or
hierarchical models. It means, fully suitable for Burberry organization because it helps in
maintaining the luxury of company by maintaining its decorum at marketplace. Therefore, all the
necessary phases of AIDA model is discussed as follows-
 Attention – Initially company needs to conduct programme or any other activity for
informing to the customer about the newly launched product or whatever Burberry is
going to introduce into Oxford Street through portfolio.
 Interest- After knowing the special offers or discounting rate, consumer are having
interest in product and come to the business for further information.
 Desire – Now consumers are discovering favourable disposition towards the specific
brand.
 Action – In this phase, consumer have make a buying decision and wanted to gain that
specific product.
Hence, it has been understood that this marketing strategy is very much beneficial for the
success of Burberry because it helps an association in promoting their product by maintaining
their brand image also. In fact, overall marketing activities will support in understanding the
mind of customers as well as technique of attracting them as well as understand the way of
changing purchasing decision of customer. As, purchaser always gone through hierarchy of
effects due to which they pass through cognitive processing stage and an affective also before
taking any action (Duncan and Goddard, 2016).
On contrary to this, push and pull strategy is also one of the best techniques for
promoting the customer goods across the street. According to push strategy, unique idea of an
organization is going to push by company through their product and services for satisfying the
customer needs and wants. On the other hand, pull strategy based on the notion of an
organization in which customers came to the company for buying their desired products
(Gordon, Carrigan and Hastings, 2011). For example; some of the clients are very quality
conscious due to which they always buy their goods from trustable brand or from which they are
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having a positive long term relations. Therefore, an appropriate difference between these two
strategies are discussed as follows-
Basis of
comparison
Push strategy Pull strategy
Meaning Push is all about the marketing efforts
in which company is going to use their
unique idea or concept such as;
Creativity is a thought of Burberry
through which an organization can
attract their customers for pushing the
product via idea.
On the other hand, in pull strategy
customers are already impressed by
the product of company and know
about its image because of which
they automatically prefer the
product. For example; there are
some rich people who always goes
for branded dresses which shows
the competitive advantage of
Burberry in Oxford street
(Darnhofer and et. Al., 2010).
Objective Their main motive or reason behind
selecting this promotional strategy is to
create awareness amongst the new
customers about product quality,
materials, and benefits and so on.
By using pull strategy, company
just want to motivate their
customers for buying its goods by
satisfying their desired as well as
requirement.
Uses Forcing of sales, trading promotion,
maximization of revenue henceforth.
Advertisement, encouragement as
well as various forms of
communication.
Suitability This strategy of marketing is used by an
organization when the brand loyalty is
highly minimum or low.
On the other hand, this will use
when the loyalty of brand is really
high.
Time For completing this marketing activity,
long time is required for an
organization.
But, this activity will accomplished
in a minimum time period.
Hence, it has been understood that both the above strategy is suitable for conducting
promotional activities but push is better for new entrance and pull is appropriate for already
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existing brand. However, Burberry can go for both strategy and change it as per situation such
as; if the customer is not aware about the brand quality then they need to adopt push strategy. On
the other hand, if a client is fully updated about the image and luxury of Burberry through
various other sources than there is no need to use push as pull strategy is totally appropriate for
the success of an organization. But, by assessing the current situation of Oxford street it has been
understood that, Burberry is well established organization due to which much efforts is not
required to them for promoting their goods because Oxford street is famous for visitors and
visitors are fully aware about the online products (Sheth, 2011). In fact, few customers who is
already know about the organization image that might get very happy after seeing the shop of
his/her one of the favourite brand. At the same time, few people are not using online services or
don’t know about product as well as luxurious image of an association. As a result, for dealing
with this kind of customers, marketing team of Burberry requisite to adopt push strategy for
updating the new clients about the company, its qualitative product, on time services and so on.
Apart from above two strategies of marketing, company can also use a healthy
communication process for passing their authentic or real information about goods or services to
the customers. In fact, this process is somehow very much beneficial for every organization
because it aids in proper conversation and maintain the positive relationship. Furthermore,
numerous of authors have expressed their opinions on communication process. For example; as
per the viewpoint of Robert Kreitner, “this communication procedure is chain that is created by
identifiable links which includes several stages begins from sending and end up with feedback”.
On contrary to this, S.K. Kapur said that “”it is a technique through which sender transfers
relevant data for making understand to the final receiver (Kucherov and Zavyalova, 2012)
However, an effective communication process is gone through various stages that is discussed as
follows-
 Sender – An individual who wants to convey the message or any data with the intention
of passing that information or idea to the other person is known as sender and
communicator too. For example; marketing team of Burberry organization have decided
to use creativity in their promotional tools for seeking the attention of customers. Thus,
they will act as sender by repeating the word creativity again and again in their marketing
activities.
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 Ideas – This is all about the subject matter for communicating such as; opinion, feelings,
view, suggestion and so on. For instance; selected firm is having a motive or thought of
attracting customers through their various methods of marketing which is known as idea
for promoting selected product or services (Varey, 2010).
 Encoding – According to this element, passing of information requires few symbols or
sign such as; words, actions, images and so on for expressing the decided message. It
means, converting of subject matter into these signs or symbols are known as procedure
of encoding.
 Communication channel- An individual whomsoever is interested in communicating to
the customer can choose various methods of passing the information which might be
formal and informal. For example; sometime company can use pamphlets, designed
attractive portfolio for impressing other clients, brochures and so on.
 Receiver- He/she is a person who always receives the data or necessary information in
which they are keen interested. It means, receiver is also known as customer for Burberry
who wanted to understand the message of company through a best possible manner for
making their purchasing decision (Kim and et. Al., 2012).
 Decoding – A person who receives the message or sign is trying to understand the
meaning of it. For example; creativity of Burberry is understood by customers that
company believes in launching unique product which make them distinct from others.
 Feedback – Last stage of communication process means the person have receive the
same message or information which company want to convey to them. For example;
Burberry believes in creativity attract the customers and they all are demanded something
different for their distinct occasions. It shows that, customers have understood the same
thing which organization wanted to make them understand.
Hence, this above procedure of marketing is really beneficial for company because this
process of marketing act in distinct phases which helps an association in minimizing the
possibilities of mistakes. Along with this, they can understand the viewpoints of clients also
which will aid in maintaining positive relationship as well as long term with customers (Blery,
Katseli and Tsara, 2010).
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CONCLUSION
From the above report, it has been concluded that promotional activities and marketing
team plays really major role in promoting the newly product of an organization. Along with this,
helps an association in attaining their set objectives and goals by informing new clients about the
quality of offered products. In fact, whole assignment is showing that, by designing creative
portfolio an organization can easily attract numerous of customers and get succeeded in gaining
competitive advantage. Additionally, one thing is also understood that designing of impressive
portfolio aids an association while conducting new store in any famous area. As it helps in
distinct way such as; inform the clients, competitors, society and various members about the
company products, their materials, qualitative things, delivery services, and profile of an
association and so on. Hence, all this information is really supportive for customers while
making buying decision.
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REFERENCES
Books and Journals
Lawless, H.T. and Heymann, H., 2010. Sensory evaluation of food: principles and practices.
Springer Science & Business Media.
Boulton, R.B and et. Al., 2013. Principles and practices of winemaking. Springer Science &
Business Media.
Corrigan, P.W., 2011. Best practices: Strategic stigma change (SSC): Five principles for social
marketing campaigns to reduce stigma. Psychiatric Services, 62(8), pp.824-826.
Wasson, C.S., 2015. System engineering analysis, design, and development: Concepts,
principles, and practices. John Wiley & Sons.
Lees-Marshment, J., 2014. Political marketing: Principles and applications. Routledge.
Duncan, S.F. and Goddard, H.W., 2016. Family life education: Principles and practices for
effective outreach. Sage Publications.
Gordon, R., Carrigan, M. and Hastings, G., 2011. A framework for sustainable
marketing. Marketing theory, 11(2), pp.143-163.
Darnhofer, I and et. Al., 2010. Conventionalisation of organic farming practices: from structural
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Sheth, J.N., 2011. Impact of emerging markets on marketing: Rethinking existing perspectives
and practices. Journal of Marketing, 75(4), pp.166-182.
Kucherov, D. and Zavyalova, E., 2012. HRD practices and talent management in the companies
with the employer brand. European Journal of Training and Development, 36(1), pp.86-
104.
Varey, R.J., 2010. Marketing means and ends for a sustainable society: A welfare agenda for
transformative change. Journal of Macromarketing, 30(2), pp.112-126.
Kim, K.H and et. Al., 2012. Effective employment brand equity through sustainable competitive
advantage, marketing strategy, and corporate image. Journal of Business
Research, 65(11), pp.1612-1617.
Blery, E.K., Katseli, E. and Tsara, N., 2010. Marketing for a non-profit
organization. International Review on Public and Nonprofit Marketing, 7(1), pp.57-68.
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