Marketing Essentials: Applying Marketing Mix for Business Objectives

This document discusses the application of marketing mix in achieving business objectives. It compares the tactics used by Burberry and ZARA and evaluates a basic marketing plan for Burberry. The focus is on the launch of vegan perfumes by Burberry.

UNIT 2
MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
COVERED IN PPT.....................................................................................................................1
TASK 2............................................................................................................................................1
PART A.......................................................................................................................................1
Compare ways in which different organisation apply marketing mix to marketing planning
process to achieve business objectives........................................................................................1
Different tactics that the organisation applied to achieved the business objectives....................4
PART B.......................................................................................................................................5
Produce and evaluate basic marketing plan of an organisation.................................................5
CONCLUSION ...............................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing refers to an essential term that shows the actions of the business enterprises in
promoting and selling the products and services to the customers including an advertising and
market research. Marketing essential includes the advertising, publicity and the analysis of sales
that helps in satisfying the customers and helps in earning higher range of profits and revenues
by the company. For every business organisation it is very significant to understand the demands
and needs of the customers so that firm will sustain for a longer period of time with good image
in the marketplace. This report considered the Burberry company which is one of the largest and
the luxurious fashion company in all over the world headquartered in England, UK. The
Burberry can mainly deals in the ready to wear clothing especially in trench coats, footwear,
leather goods, eye wear, perfumes, cosmetics, fashion jewellery etc. this report involves the roles
and responsibilities of manager within the company and in the marketing environment so that
they will gain higher profits in their business life. Further it also elaborates the interrelation
between the various departments with the marketing department that helps in smooth functioning
of the goals and targets. Although, it involves the comparison on the basis of the elements of the
marketing mix that helps in making then successful tactics for the future of the firm. At last this
report involves marketing plan for the new launching of the products by the Burberry so that
company will gain higher income and revenues in their longer survival.
TASK 1
COVERED IN PPT
TASK 2
PART A
Compare ways in which different organisation apply marketing mix to marketing planning
process to achieve business objectives
Marketing mix refers to the foundational model of an organisation that around between
product, place, process, promotion, price, people and physical evidence. This tool helps in
gaining the objectives of the company related to the marketing and maintaining the high base of
customers(Baker and Magnini, 2016). In context of the Burberry, manager can develops the
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comparison table based on the elements of the marketing mix with ZARA that can be shown
below.
Basis Burberry ZARA
Product As Burberry is one of the
largest fashion brand in
universe that attracts the
customers with their quality
products that shows their
status in the society. It deals in
the varieties of products like
clothing related to men,
women and kids especially
trench coats, footwear,
perfumes, beauty products
etc(Piñeiro-Otero and
Martínez-Rolán, 2016).
ZARA is one of the leading
fashion luxury brand in the
eyes of the people in all over
the world. They offers the
varieties of products like
clothing, bags. Fragrances,
cosmetics, footwear and many
more weather a person buy the
formal and casuals. They
focused on offering the trendy
cloths with reduction in
wastage of production.
Price The products that was offered
by the Burberry to their
customers are luxury and
excellent designs for the
people of the high class
society. As they prefer the
premium pricing strategy for
their offerings that helps in
attracting only high elite
peoples.
ZARA can adopts the high
pricing to their products as
they targets the high class
people and middle class in
some cases. They prefer to set
the market based pricing
strategy by targeting the rich
people of the society.
Place As Burberry is one of the
famous high class brand in the
world that located their stores
in around 500 locations in all
ZARA has located in around
88 countries having 6500
approx outlets in all over the
world. They also connects with
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over the globe. The company
also uses the online place to
selling and attraction the
customers that helps in gaining
higher profit margin.
the customers via their online
website that helps in
enhancing their customer
base(Pike, 2016)(Rowley,
2016).
Promotion Burberry can adopts the
various promotional tools for
communicating with the
customers and other
stakeholders so that image and
profits has to be enhanced. The
tools that the firm used are
social media, sponsorship,
events, business magazines
etc. This helps in giving the
company the high class brand
name at global platform.
As ZARA can adopts the
various promotional strategies
like modern and traditional
like campaigns, social media,
television, magazines etc.
where they focus on attracting
the large number of people.
People Company like Burberry are
mainly focused on the
development of their
employees so that they give
their best in the company
results. For this organisation
can provide the regular
training training sessions to
their staff that helps in making
the strong connections with the
customers.
ZARA can mainly insists on
the growth and development of
the manpower by offering the
best training according to the
needs and demands so that
they can gain higher profits
and sustain for a longer life in
the marketplace.
Process Burberry can adopts the
systematic process to
ZARA used the online and
offline process to sell their
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experiences the long term
success by smooth functioning
of the business operations. For
this company can use the
online and offline media that
helps in gaining the high
profits(Okumus and Cetin,
2018).
offerings to their customers
and also make a
communication with the
various external stakeholders.
Physical evidence Physical evidence is an
essential for attracting and
influencing the customers
towards the brand. In this
Burberry logo and their stores
are the best physical evidence.
The company physical outlets
are the best physical evidence
for the customers as they are
well managed and organised
that will attracts the focus of
the customers.
Different tactics that the organisation applied to achieved the business objectives
Tactics are the short term strategies that the company can adopts to attain the targets in
specified period of time. The manager of the Burberry can follow the STP and 4 Ps for gaining
the targets.
In this STP defines that the Burberry can divides the market and make various strategies
according to the target market that can enhance the growth and success of the firm. In this
Burberry adopts the digital mass marketing strategy that helps in targeting the large market and
also fulfilling the needs of the customers so that they will satisfy the company and their products.
In this positioning shows the performance of the Burberry in the various activities that they
perform to gain the higher position in the marketplace and also achieving the targets in this they
use the best promotional strategy like digital media(Akbar, Omar and Wadood, 2017).
Further the tactics are based on the 4 Ps that are product, price, place. Promotion. In this
Burberry can offers the various types of products at their online and offline that involves the
clothing, fragrances, footwear, cosmetics etc. They delivers their products in all the world around
500 locations. Company adopts the premium pricing strategy where they attracts the high class
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people. For this they promote their goods via social media, business magazines, television,
events etc. for achieving the high profits and revenues by attaining the overall objectives that
al;so helps in longer survival within the marketplace(Campbell, Martin and Fabos, 2018).
PART B
Produce and evaluate basic marketing plan of an organisation
Marketing plan
It refers to the blueprint that involves the various strategies related to the market for
analysing and identifying the sales and profits based on the selling of the company offerings. It
offers the overview of the several marketing goals and activities that helps in setting the market
positioning. It also involves the needs and desire of customers that helps in making the higher
success of the Burberry(Braciníková and Matušínská, 2017). It is very significant for the
marketing department of the company to follow the marketing strategies in an appropriate way
so that they will sustain for a longer period of time with high margin profits and revenues.
Marketing plan related to the Burberry can be shown below.
Overview
Burberry is the leading luxury fashion house headquartered in the England, UK which
was founded in the 1856 at the Basingstoke, England. The company currently designs and
distribute the ready to wear to the customers especially the trench coats that are made with fine
fabrics. Organisation can also offers the perfumes, watches, beauty products, bags etc. Burberry
can adopts the premium pricing and only attracts the high elite people of the society. Now
company can enhance their customer base by launching the new product i.e. vegan fragrances
that can helps in maximising the base of customers and profits of the firm(Babin and Zikmund,
2015).
Executive summary
Burberry is the leading fashion house that can sell the varieties of goods like cosmetics,
clothing, bags, perfumes, footwear etc. now they want to launch the vegan perfumes with '
Burberry Vega perfumes', that helps in enhancing the base of the customers and the profit margin
of the company. Burberry can introduce this product because in current environment people are
more focused and attracts towards the organic products which are free from para beans and any
artificial chemical. This will helps in gaining the high market share and for launching the new
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offering marketing plan can be made by the company that can be shown below(Mehta and
Kaushik, 2015).
Situation analysis
For analysing the situation company can use the internal factors i.e. strength and
weaknesses and external factors i.e. opportunities and threats. These factors helps the bUrberry
to gaining the market share and profits for reducing the threats and weaknesses that was present
in the path of gaining the objectives. The SWOT analysis can be shown below:
Strength Weaknesses
 Burberry is one of the iconic fashion
house that can design the best quality
products to their customers. This helps
in enhancing the market base of the
new launching began perfumes.
 It can be located in the various country
due to this they covers the large market
that helps in new launching to increase
the sales and profits(Brychkov and
Domegan, 2017).
 The major weakness is the small
product line due to this their growth
may be affected.
 Because of their premium pricing
strategy more young population who
are fond of maintaining their lifestyle
high faces the issues of not buying.
Opportunities Threats
 Digitalisation is the main opportunity
that a company can adopts in launching
their vegan perfumes into the market
and this also helps in increasing the
base of the customers.
 Because of changing lifestyle of the
people Burberry can grab the
opportunity to launching the vegan
range of perfumes that can enhance the
company profits and revenues.
 The major threat that the Burberry face
is the large number of competitors
present into the marketplace such as
ZARA, GUCCI etc.
Objectives
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Burberry has the objective to enhance their market share and profits around 10 to 15%
with the launching of the vegan range in the fragrances. In this company can analyse the growth
and development of the products into the marketplace for this they can train their employees
effectively so that they focus on attaining the task on specified period of time. For this Burberry
can analyse that the objective of enhancing profits and customers base for the new perfumes
approx 5 months(Zahay and et. al., 2019).
Vision and Mission
The main mission of the Burberry is to maintain the integrity and vitality of the brand
into the marketplace by working according to the vision that is providing high quality products
and services to the customers that are worth to the price.
Strategies
 Segmentation- This process reflects that the Burberry can differentiate their customers
into the small segments so that they can enhance their profits and revenues. In this
Burberry can divided the customers according to their status and lifestyle who can make
high purchase of the products to show their high elite class in the society. In this
company can segments the markets into the demographic base.
 Targeting- In this Burberry can targets those customers who are conscious about their
body and skin so that there new launching i.e. vegan perfumes can attracts the large base
of customers and profits.
 Positioning- As Burberry is one of the luxurious fashion house in the world that
delivered their offerings in all over the world by using their physical outlets and online
presence. Due to this laucnhing their new product at the digital platform helps the
Burberry to attracts the large base of customers and also helps in enhancing the brand
image into the market(Eletxigerra, Barrutia and Echebarria, 2018).
Tactics
 Product- The new launching i.e. Burberry Vega perfumes is made with pure fragrances
that is free from artificial colour and scent and also free from para beans that affects the
people skin and body. This helps in gaining high profit margin.
 Price- The price of this Vegan perfumes is based on premium pricing strategy that will
show the high quality of the offering in the eyes of the customers.
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 Place- As Burberry can place in all over the world with their online and offline presence
and due to this more customers are attracted towards the new launching in a small period
of time.
 Promotion- For launching the Vegan perfumes Burberry can adopts the online and
offline mode of promotions like social media, television, brand endorsements, events
where large number of people are involves and attracted and connected to the brands.
 People- In this Burberry can provide the training to their employees so that they can
make effective connection to the customers and create awareness regarding the new
launching of vegan perfumes into the market so that high amount of profits can be
gained.
 Process- In this Burberry can use the digital process where they can create awareness
about the vegan fragrances so that large base of customers get attracted towards it.
 Physical evidence- Burberry outlets and their perfumes packaging are the best physical
evidence that helps in gaining the customers attention towards the company offerings and
this also helps in increasing the purchase of the vegan perfumes of the
company(Eletxigerra, Barrutia and Echebarria, 2018).
Action plan
 Budget allocation- To allocating the budget Burberry can introduce the value of €
750000 for developing and growing the sales of the products into the marketplace. For
enhancing the market share and growth company can use the budget for recruiting the
new hiring who can communicate the products features to the customers and importance
to understand the market. In this company will spend more also includes the various
equipments and machines and many more so that work can be done smoothly. The
budget can be shown below:
Particulars Amount (€)
Marketing 100000
Hiring and training of employees 300000
Machines and equipments 150000
Raw materials 200000
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The main aim of the company is to enhance the profits and sales by 10% and 15% and
to fulfils this budget can be helpful.
Monitoring and controlling
It is the last step where Burberry can monitor and control the activities included in the
marketing plan. In this manager of Burberry can take the various corrective measures so that
wastage and mistakes can be removed and objectives can be achieved in effective way. For this
company can use the sales analysation tool that can be shown below:
 Sales analysation- It is the process that helps the manager of Burberry to compare the
estimated and actual sales of the new launching into the market. This helps in enhancing
the customer base and profits of the firm and also helpful in longer sustainability in the
marketplace.
CONCLUSION
From the above explanation on the topic of the marketing essential it shows the very
significant terms like customer satisfaction, effective marketing plan, marketing elements etc.
and many more that would perform by the marketing manager of the company to gain higher
profits and revenues. This report involves the importance of marketing manager in gaining
customer attraction and profits within the current business environment. This helps in longer
survival of the firm by making the good image in the eyes of the customers. In also inculcates the
interrelation between the various departments that helps in smooth functioning of the task so that
mistakes and delays can be removed. Further 7 elements of the marketing mix can helps in
making the short tactics for gaining the long term advantage. At last basic marketing plan helps
in gaining the long term advantage by focusing on the sales analysis and 7 ps of the marketing
mix.
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REFERENCES
Books and Journals
Akbar, F., Omar, A. and Wadood, F., 2017. The Niche Marketing Strategy Constructs (Elements)
and its Characteristics-A Review of the Relevant Literature. Galore international journal
of applied sciences & humanities. 1(1). pp.73-80.
Babin, B.J. and Zikmund, W.G., 2015. Exploring marketing research. Cengage Learning.
Baker, M.A. and Magnini, V.P., 2016. The evolution of services marketing, hospitality
marketing and building the constituency model for hospitality marketing. International
Journal of Contemporary Hospitality Management.
Braciníková, V. and Matušínská, K., 2017, December. Marketing mix of financial services from
the customers perspective. In Forum Scientiae Oeconomia (Vol. 5, No. 4, pp. 36-48).
Brychkov, D. and Domegan, C., 2017. Social marketing and systems science: past, present and
future. Journal of Social Marketing.
Campbell, R., Martin, C. and Fabos, B., 2018. Media essentials: A brief introduction. Bedford/St.
Martin's.
Eletxigerra, A., Barrutia, J.M. and Echebarria, C., 2018. Place marketing examined through a
service-dominant logic lens: A review. Journal of Destination Marketing &
Management. 9. pp.72-84.
Mehta, R. and Kaushik, N., 2015. A Study of Emerging Trends in Brand Engagement through
Digital Marketing. Journal of marketing & communication. 11(2).
Okumus, B. and Cetin, G., 2018. Marketing Istanbul as a culinary destination. Journal of
Destination Marketing & Management. 9. pp.340-346.
Pike, S.D., 2016. Destination Marketing Organizations–Research opportunities in an era of
uncertainty. In Book of Abstracts-6th international conference on tourism. International
Association for Tourism Policy (IATOUR).
Piñeiro-Otero, T. and Martínez-Rolán, X., 2016. Understanding digital marketing—basics and
actions. In MBA (pp. 37-74). Springer, Cham.
Rowley, J., 2016. Information marketing. Routledge.
Zahay, D. and et. al., 2019. Effective resource deployment in digital marketing
education. Marketing Education Review. 29(3). pp.182-192.
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