Marketing Essentials: Analysis of Burberry's Marketing Strategies

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
PART 1............................................................................................................................................1
COVERED IN PPT.....................................................................................................................1
PART 2 (A)......................................................................................................................................1
Compare the ways of different organisation by using 7 elements of marketing mix.................1
PART 2 (B)......................................................................................................................................4
Build a basic marketing plan for organisation............................................................................4
CONCLUSION ...............................................................................................................................7
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing essential refers to an essential tool that is used to analysing the needs and
demands of the customers and maintains the effective relationship with them for longer
sustainability of the company into the market place. This term helps the business enterprise to
make an appropriate strategies so that millions of customers are attracted. As current demand of
the market environment for organisation to develops the strategies in that way which is helpful in
gaining the higher profits by enhancing the customer base and beating the competitors into the
market place. This report is based on the Burberry that is the largest multinational luxury British
brand in UK. The company basically deals in varieties of range i.e. fashion, footwear, trench
coats, eye wear, perfumes, beauty products, bags etc. and they generally focus on developing the
outdoor fashion wear with a use of kind fabric i.e. Gabardine that reflects as a luxurious and
breathable product. This study helps in understanding the various terms of marketing by
analysing their function in market and marketing environment. This also helps in reflecting
interrelation of marketing department with other department of company so that operations can
be done successfully. It also helpful in comparing the ways by using marketing elements i.e. 7 Ps
so that developing the plan would be easy and helps in attracting large customers by focusing on
a new product so that market share of organisation would be enhanced.
PART 1
COVERED IN PPT
PART 2 (A)
Compare the ways of different organisation by using 7 elements of marketing mix
Marketing mix refers to an essential factor that reflects the set of behaviour, actions and
tactics that a company can adopts for advertising the brand and their product into the
marketplace for attracting the large base of customers(Harrison and Association of University
Programs in Health Administration, 2016). This strategy is affected for the Burberry as it helpful
for making pricing and promotional strategy better for sustaining in marketplace. As manager of
Burberry can considered the comparison with other company that can be shown below:
Basis Burberry GUCCI
Product Burberry is the largest luxury GUCCI is luxury fashion
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fashion house that deals in the
varieties of range of products
such as clothing, fragrances,
bags, trench coat, ready to
wear and eye wear etc. And
the brand is highly recognised
by their Tartan and Trench
coats that is designed by
quality and durable fabric due
to this company sustainability
is more(Piñeiro-Otero and
Martínez-Rolán, 2016).
brand that involves the high
product portfolio for attracting
the high class people towards
their offerings. As GUCCI
deals in bags, watches,
clothings, fragrances,
accessories, scarves, eye
shades etc. they also deals in
the product related to new born
baby and the age of 12.
Price This strategy is effective as
Burberry can consider the
premium pricing strategy and
generally for the high elite
people because of this they
only targets the high class
people.
GUCCI can select the
premium pricing method
because of their fabric, quality
and work done on the apparels.
They only targets the high elite
customers who are conscious
about in following the latest
trends.
Place Burberry is located in around
five hundred locations with
their high position in the world
and located in around 50
countries. Their products are
sold on global market by using
the franchises and branded
stores through the third party
dealer.
GUCCI has around 500+
stores in all over the world and
also have franchises stores in
most of the countries and also
available online in the 28
market.
Promotion This type of activity is present GUCCI can adopts the
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