This marketing plan outlines the strategies and tactics for the launch of a new product by Burberry. It includes a PESTLE analysis, pricing strategy, target segmentation, and media strategy.
Contribute Materials
Your contribution can guide someone’s learning journey. Share your
documents today.
PRODUCT LAUNCH MARKETING PLAN
Secure Best Marks with AI Grader
Need help grading? Try our AI Grader for instant feedback on your assignments.
TABLE OF CONTENTS INTRODUCTION...........................................................................................................................1 MAIN BODY...................................................................................................................................1 CONCLUSION................................................................................................................................7 REFERENCES................................................................................................................................8
INTRODUCTION A marketing plan in turn is considered to be as one of the comprehensive blueprint which tends to focus on outlining the marketing and advertising efforts for the specific year. It is very useful in effectively describing various set of business activities which in turn has been involved in the accomplishment of the key marketing objectives within the specific time period. This study will include PESTLE analysis,price positioning, brand image positioning, the market, the competitors,targetsegmentation,mediastrategy,KPI,productdistributionchannels,etc. Burberry is considered to be as one of the leading British Luxury company which was founded in the year 1856 by Thomas Burberry. This company is headquartered in London, UK and deal in fashion products such as clothing, accessories, cosmetics, perfumes, etc. The new product which has been launched by the Burberry is 100% organic cotton fabric for the clothes section. MAIN BODY PESTLE Analysis It is very useful in determining the various external environmental factors which in turn could largely influence the working operations of the business. Political factors:Burberry Company tends to have its operation across the globe which means it tends to comply with various governmental laws and legislations of the different countries. The company needs to abide with various domestic laws and international laws (Beraja, (2016)). Political instability, trade barriers, high taxation, anti- trust laws, etc. in turn is considered to be as one of the major factor which in turn largely influence the operations of the Burberry company. Economicfactors:Economicdownturnsinternationalaffectsthespendingofthe individual. At the time of the economic downturn, the customer stands to purchase those products which are affordable and also meet the basic needs rather than to purchase luxury goods and services. High interest rates, high inflation rates, a low degree of disposable income, low economicgrowth rate,high labourcost, unemploymentrate,high degreeof competitive advantage, et cetera in turn largely influence the Burberry company.The decrease in the tourism in turn largely influence the sales of the Burberry Company. Social factors:The class distribution is one of the Paramount factor. It tends to attract highincomelevelcustomerswhohasthecapacitytopurchasepremiumproducts (Dimitrakopoulou, (2015)). Demographics, education level, class structure, culture, attitude, 1
leisure interest, entrepreneurial spirit et cetera in turn largely influence the operations of Burberry. Different demographics and communities tends to have varied needs and preference. Hence, the company needs to comply with various standard needs of the customers and also engage in the CSR activities in order to serve the customers. Technological factors: The technology in turn has been changing at an increasing pace which in turn are very useful in enhancing the brand image and improving the sales of the organization (Varley & et.al., (2018)). The usage of the various e- commerce platforms are considered to be appropriate in reaching large number of customers and predicting various future trends. It eventually leads to high degree of cost to the customers because this in turn affects the finances and profit of the organization. Moreover, the rate at which the technology diffuses, impactoftechnologyontheproductsofferedbytheBurberryandrecenttechnology development in turn are considered to be as key factors which influence Burberry operations. Environmentalfactors:Thesefactorsincludes,climatechange,employmentlaw,e- commerce, data protection, health and safety laws, environmental laws, etc. which in turn could largely influence the business operations (Beraja, (2016)). Burberry tends to strategically locate their business which in turn do not do any harm to the environment. Catastrophes disrupt, terrorism and various other hazardous factors in turn tends to have negative effect on the Burberry Company. Due to high degree of the increasing attacks, Burberry tends to position their business to the location which are safe for carrying business operations. Burberry also tends to focus on investing in corporate social responsibility and sustainable business for better business operations. Legal factors:Burberry tends to focus on complying with the various domestic legal laws and international laws which in turn tends to focus on carrying out there business operations across the globe (Laflamme, & et.al., (2019)). There are factors such asAnti-trust law, patent, copyright, intellectual laws, health and safety law, data protection act, consumer protection law, discrimination law, etc. which in turn tends to largely influence the operations of the business. SWOT analysis: It refers to the internal tool which helps in identifying the integrity of the company regarding retaining their position in market for longer way. Thus, by manner SWOT is conducted to identify the following aspects such as: 2
Paraphrase This Document
Need a fresh take? Get an instant paraphrase of this document with our AI Paraphraser
Strength:By attaining the business for around 156 years still company is continue to carrying its brand name though providing the high quality products with high pricing. By creating the trench coat during the world war resulting in gaining the 1stcreators name of designingsuchproduct(SWOTAnalysisofBurberry,2019).Inrespectofattainingthe competitor’s strategy regarding promoting the business on TV ads, they mainly prefer to promote their services in magazines or advertise of fashion websites which is rarely hacked by any person. By carrying the renowned brand image, they globally located in around 50 countries carrying around 500 stores internationally. Weakness:Due to serving the customer with pricing, they not retaining their interest for longer way as it is not frequently affordable by the middle class persons. As they deal in producing the limited products which not attracts the customer in respective of frequently getting new design on clothing (Fernie & Grant, 2019). As Burberry products are mainly sold in Asian country and thus the issue raised regarding changes in customer taste and preference of selecting the products. Thus losses faced in Asian country regarding not getting higher sale of products. Opportunities:In respect of viewing the changes in lifestyle of the people, they grab the opportunitiesregardingdesigningtheproductsasperthecustomerneedsanddemands (Fernandez-Stark, Bamber & Gereffi, 2016). Promoting the business into such countries where the competition is higher and also the growth of the business is increased through receiving higher revenue. Threat:The major issues which is faced in relating to facing higher competitors regarding dealing with the same products with same marketing tactics. As the company are relating to Gucci, Louis Vuitton having same presence as of Burberry. Another threat is raised in respect of dealing in fake products by using the same brand and name of the company. Thus, in such manner, it results in affecting the goodwill and reputation of the business. 1.Objective The key objective of the Burberry is to use100% organic cotton fabric for the clothes section. The marketing campaign will help in targeting the most customers from across the globe. The key objective is to create a market position which in turn helps in increasing the sales and profit by 10% in 2020. The key objective is to gain attention of the appropriate target customers from the market. 3
2.Product Burberry will use100% organic cotton fabric for the clothes section.Burberry clothes will be madewithoutusinganyharmfulchemical,pesticidesandalsosyntheticfertilizers (Dimitrakopoulou, 2015). It is very useful in protecting the environment and providing better customer experience to the customers.Burberry will use100% organic cotton fabric for clothes, scarves, dress, t-shirts, shirts, etc. They will target both men and women but mainly focus on women. The products will be made available on e- commerce sites and physical stores. This in turn increases the productivity and sales of the Burberry Company by targeting high income customers of all demographics. Another reason of choosing this innovation is that lot of people are facing the problems of skin and thus their selection of choosing the products is also typical. In this case, 100% organic cotton fabric resulting in completing their overall demands of wearing the clothing as per the market trends. 3.Pricing It play the important role in respect of sustaining the integrity of the business in market for longer way. As in case of Burberry, they mainly impose high pricing on the products and thus results in less chances of dealing in fake or similar products in market.Burberry in turn is considered to be as one of the luxury firm which tends to offer wide range of luxury products at a very premium price. The organization in turn tends to use premium pricing strategy in order to sell its100% organic cotton fabricproducts in the market (Beraja, 2016). The price they offer is high because they tend to offer various set of luxury items to the high class elite zone. Burberry in turn is both a luxury brand as well as the global brand where the prices are consistent across the globe. Discrimination in the prices will eventually results in the dilution of the brand image of the Burberry Company. .The new launching price will sell around at least 10% higher than the actual sales of last year. 4.Target segmentation: Before launching any products, it is necessary to set the target of the products and also appropriate tactics is used regarding attracting their interest towards the new innovation. Thus, in case of Burberry, the segment of customer is mainly preferable to the women of all class such as job oriented, house wife, college going girls and also others (Burns, Mullet & Bryant, 2016). As 4
the taste of women are specific in clothing and most of their demands are attracted through getting organic clothing which is suitable for their body and also looks elegant. Thus by targeting the particular segment resulting in gaining benefits in enhancing the appropriate strategies to provide the right products to the right customers. As cotton fabric is mainly available in many clothing but to focus on organic cotton fabric is rare and if it is provided by the renowned company, than it attracts the interest of the customer which results in increasing sales and profits in business (Capello & Misani, 2019). Thus, by targeting the segmentation results in carrying the marketing segment which is done to target the appropriate customer to offer the appropriate services of the Burberry Company. 5.Product Distribution Channel: It refers to the major channel which results in examining the overview of the company stability in respect of delivering the new products through this sources. As Burberry rarely deal or promote their products through the mode of advertisement, thus in such manner physical stores are useful in launching the new products. During the time of survey, it is stated that most of the customer still applying the traditional method of visiting to the stores and then purchasing the products (Li & Leonas, 2019). As the products which is designed in respect of 100% organic cotton fabric is personally feel by person through visiting to the stores. Usually Burberry carry the following distribution link such as Flagship stores, Burberry blue and black stores and also other departmental stores which promote the products of Burberry in larger way. Thus, by this manner the physical stores are useful in launching the new products and also customer can personally select the product by viewing the actual fabric which is designed from the organic raw materials. 6.Creative message strategy: This strategy is mainly adapted by the Burberry in respect of promoting the new products in the market through using the creative and attractive messages to attract the customer towards the products. In this case, Burberry may adapts the procedure of the magazines in which they mainly focus on promoting the products through attracting the customer interest.As the ideas of the magazines is not creative but the procedure which is used by Burberry is unique. The messages they can formulated in respect of taking care of the environment changes and also emotions of the customer regarding preferring such products(Chan, 2018). Thus, in this aspects, the creative messages is mainly undertaken though using graphical images or designs which carries to be the 5
Secure Best Marks with AI Grader
Need help grading? Try our AI Grader for instant feedback on your assignments.
eye catching for the customers. As instead of writing the big tagline or describing the usage and procedure of the products, images with creative designs helps in selling the products in larger way. The major things which is highlighted during the creative messages is that the language used must be simple and clear and also it identify the actual perspective of the products. It also carries the brand name of the Burberry thus, it not resulting in bringing any conflict to any other companies or not affecting the right of the nations. 7.Media strategy: Media refers to the biggest platform which carry the power to promote any product with high scale rating or also collects negative comments by promoting or reflecting the negative aspects of the products.In case of Burberry, it refer to their major strength of the business by carrying wider reason. As firstly the main reason is they are one of the bet selling luxury product in market with using the less promotional tactics to attract the customer interest towards the business (Huggard & Cope, 2020). Secondly, the concept of 100% organic cotton fabric is rarely produce by the company and it is mainly designed to promote the environment from harmful substances or any dangerous activity. This reflects the brand image of the Burberry. Thus, through this manner the coverage of media is useful in respect of reaching to customer about telling the criteria of approaching to this unique concept and also initiating the planning of adapting such innovation. This is mainly undertaken when the planning of promoting the innovation is completed and the date of launching the products is fixed to promote the products in market (Sustainability, 2018). It is necessary to disclose all the important aspects which is ascertained during producing the products, so that customer take right decision to select the product or not. Through the media coverage, it results in gaining potential reach to large number of customer and also became the familiar bout the usefulness of organic cotton fabric clothing. 8.KPI/ Measurement: Once the launching of the product is finalised and after fixing the media coverage to cover the usefulness of the innovation, it is the time to measure the integrity of the innovation in market. This is undertaken through the activities, revenue, cost and other measure that helps in talking the right decision (Shaw & Koumbis, 2017). As through conducting the market research and also taking feedback from the customer helps in accurately examining the stability of the products in market. It is necessary for the business to get ready for their back up planning in case 6
of facing any issues regarding reaching to large number of customer through their new innovation.As cost is set as 150 HK$ and thus by this aspect target is set to manage the budgets with the set amount. The diversion of the cost is to be undertaken in respect of 20 HK$ is for the market research, 50HK$ is for the production of product, 50 HK$ is for the marketing of the products and remaining 30HK$ is for the risk which is arise instantly. This is judged by monitoring the procedure regarding working as per the stated direction. Competitor’s analysis: They facing the major competitors from the Louis Viton and Gucci and they are tracking the business and ideas of Burberry externally in few aspects. CONCLUSION Frome the above study, the report concludes the matters relating to examining the marketing plan of the Burberry Company regarding bringing new product in market relating to 100% organic cotton fabric in the clothing sector. As Burberry is carrying the renowned brand name in the market regarding providing the high quality products with high pricing. Thus, the customer which are already attracted towards the products find new type of clothing which is mainly undertaken and preferable by most of the customers. Thus, through this manner, they are targeting new customer and also setting the target to enhance the business by increasing profits by 10% in 2020. To present the information and data which is gathered through undertaking the 360-degree analysis helps in identifying the stability of new product creation. 7
REFERENCES Books and Journals Beraja, P., (2016). Analysis of the Middle East fashion and luxury market: success of UAE through the prism of ecenomic development and consumer behavior transformation. Burns, L. D., Mullet, K. K., & Bryant, N. O. (2016).The business of fashion: Designing, manufacturing, and marketing. Bloomsbury Publishing USA. Capello,P.V.,&Misani,N.(2019).FashionCollections:Productdevelopmentand merchandising. EGEA spa. Chan, E. C. M. (2018).Misinformation in fashion product labels: an examination of strategic cues that compel consumption(Doctoral dissertation). Dimitrakopoulou, P., (2015). The Development Of A Bussiness Strategy Model For A Luxury Brand. Fernandez-Stark, K., Bamber, P., & Gereffi, G. (2016). Peru in the High Quality Cotton Textile and Apparel Global Value Chain. Fernie, J., & Grant, D. B. (2019).Fashion logistics: Insights into the fashion retail supply chain. Kogan Page Publishers. Huggard, E., & Cope, J. (2020).Communicating Fashion Brands: Theoretical and Practical Perspectives. Routledge. Laflamme, C & et.al., (2019). Implementation of an antibody validation procedure: Application to the major ALS/FTD disease gene C9ORF72.bioRxiv, p.499350. Li, J., & Leonas, K. K. (2019). Trends of sustainable development among luxury industry. InSustainable Luxury.(pp. 107-126). Springer, Singapore. Rashid, F & et.al., (2017). Microstructural controls on reservoir quality in tight oil carbonate reservoir rocks.Journal of Petroleum Science and Engineering,156, pp.814-826. Shaw, D., & Koumbis, D. (2017).Fashion Buying: From Trend Forecasting to Shop Floor. Bloomsbury Publishing. Sustainability, C. (2018). Luxury Fashion Brands Versus Mass Fashion Brands: Data Mining Analysis.Sustainability in Luxury Fashion Business. 51. Varley, R & et.al., (2018).Fashion management: A strategic approach. Macmillan International Higher Education. 8
Paraphrase This Document
Need a fresh take? Get an instant paraphrase of this document with our AI Paraphraser