Product Launch Marketing Plan

PRODUCT LAUNCH MARKETING PLAN

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, target segmentation, media strategy, KPI, product distribution channels, 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.
Economic factors: Economic downturns international affects the spending of the
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
economic growth rate, high labour cost, unemployment rate, high degree of 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
high income level customers who has the capacity to purchase premium products
(Dimitrakopoulou, (2015)). Demographics, education level, class structure, culture, attitude,
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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,
impact of technology on the products offered by the Burberry and recent technology
development in turn are considered to be as key factors which influence Burberry operations.
Environmental factors: These factors includes, climate change, employment law, 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 as Anti-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:
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