Principles and Practices of Marketing PDF
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Added on 2020-10-22
Principles and Practices of Marketing PDF
Added on 2020-10-22
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Principles andPractices ofMarketing
INTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................1Marketing background of Burberry PLC....................................................................................1TASK 2............................................................................................................................................7CONCLUSION..............................................................................................................................11REFERENCES..............................................................................................................................12
INTRODUCTIONMarketing is an on-going process which is used by organizations for promoting theirnewly launched products or services into several markets. It means, main objective is to informthe customers and entire society about the goods quality and unique features as well asavailability of any special offer. Burberry Group PLC is a British luxury fashion house by havingits headquartered in London, Edinburgh (Lawlessand Heymann, 2010). Their main motive is toconcentrate in distributing trench coats, ready-to-wear outerwear, modern accessories, sunglassesand cosmetics items too. Therefore, assignment is highlighting the marketing tactics oforganization by designing an impressive portfolio which consists of several attractive images,messages and different materials for capturing the minds of street people. Basically, thispromotional campaign of Burberry is going to conduct in famous Oxford Street for acquiringthe minds of high range of customers. Furthermore, application of three marketing theories andeffectiveness of its implementation process is also outlined in the project.TASK 1Marketing background of Burberry PLCBurberry is a luxurious fashion house which was established in around 1865 by ThomasBurberry who initially focussed on the development of outdoor attire. Furthermore, companyhave moved into high fashion market which resultant in growth of its first kind fabric calledGabardine which is totally breathable and waterproof. However, various products of thiscompany are fully unique such as; pattern based scarves, trench coats and some other fashionaccessories. Basically, Burberry was an independent family owned business till 1955 at the timeof reincorporated and first or foremost shop of company was opened in Haymarket, London inaround 1891. In fact, this organization is having more than 500 stores in across almost 50countries. Their main objective is to target brand conscious people and rich Americans foroffering them qualitative products in order to gain competitive advantage. Mainly, this branduses technology for promoting its product or services across the nation (Boultonand et. Al.,2013). As a result, Burberry gets succeeded in achieving one year growth of 86%. Hence, it hasbeen understood that company is going for digital marketing technology for promoting theirproducts or services in distinct markets. Along with this, trying to connect with domestic as wellas foreign clients for establishing their brand image at global platform by satisfying their needs1
or demands. Moreover, company facilitates their customers by providing online subscriptionservices and booking facilities in order to promote online marketing. In the year, 2006 Burberry reinvented itself for moving forward in market and trying tobecome as a digital enterprise offering luxury products. In fact, an association uses numerous ofapplications and advanced tools for gaining competitive advantage such as; artificial intelligenceand data analytics tools. Along with this, conduct some award and loyalty programmes whichaids in enhancement of customer relationship with brand. Additionally, company is followinggeographic segmentation process such as Asia-pacific, America, Europe and Middle East foroffering products of women’s, children (0-36 month’s babies including boys and girls both) andoff course dresses for fitness freak individuals. On the other hand, company is followingdifferentiated targeting strategy and mostly targets groups of upper class as well as standardizedpeople who belongs from the age group of 20-45 years. It means, Burberry itself carrying therich heritage of British culture and creativity which shows that this organization is believes inbrand 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 byintroducing innovative beautifully designed goods, inspired customers with storytelling andsharing experiences with them, delivering really marvellous and unique services and continueinnovating”.Their most impressive tagline is “Iconic British Luxury est. 1856”.Consequently, it has been understood that company is really focussing in their marketingstrategies by coming up with unique items, full of creativity to make their brand distinct fromother 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 thesuccess of an association because this street is highly famous and popularizing for its crowd orarea attractiveness. Basically, it’s a major road in the city of Westminster running fromTottenham Court Road to marble arch. In fact, it is also consider as busiest shopping street andalmost 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 Burberrybecause this will aid an organization by maximizing their sales performance at higher extent.Therefore, an impressive Portfolio of Burberry organization is discussed as follows which2
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