Marketing Essentials: Analysis of Burberry's Marketing Strategies

This report analyzes the marketing essentials of Burberry, a luxury fashion brand, including their marketing mix, comparison with other organizations, and building a basic marketing plan.

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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as an essential activity of the
Burberry. In this company
mainly focus on the doing the
campaigns, offers, events and
go for the celebrity
endorsement. Due to this they
get high brand image into the
marketplace.
promotional strategies like
business magazines, look
books, social media etc. where
they can attracts the large
number of customers(Pike,
2016).
People In this element manager of
Burberry can provide the
training and development
session to their employees so
that they have high skills to
understand the market and
tackle the customers.
In this GUCCI can offers the
training sessions to their
workforce so that they make a
strong connections with the
customers and easily fulfils the
demands of the customers and
wins in meeting the exception
of users.
Process As Burberry is highly known
for the luxury brand in which
their quality and durable
products can attracts the
people towards the brand and
they can connect with the
market by online and offline
process and develops the high
market existence(Okumus and
Cetin, 2018).
GUCCI can adopts the hassle
free billing system to attracts
the high class customers and
follows the online and offline
process to deliver their
products and services.
Physical evidence The effective physical
evidence of Burberry is their
brand logo that helps in easily
identifiable the customers
GUCCI have advanced stores
that attracts the eyes of the
people to come and visit to
buy the offerings.
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about the company products
and their attractive stores
where products can be
arranged in a systematic
manner.
Tactics for achieving the objectives by Burberry
In businesses tactics are refers to the plan of action that is prepared by the organisation
for achieving the business goals and objectives. Burberry can follow the elements of marketing
mix because it is very helpful for expanding the new stores on the new country and reaching the
targets. In this company can highly focus on the pricing and advertising strategy for
accomplishing the growth and enhance the market share(Akbar, Omar and Wadood, 2017).
PART 2 (B)
Build a basic marketing plan for organisation
Marketing plan
It refers to an outline report that reflects the marketing strategy for the coming year. As it
involves the current marketing and promotional goals. To enhance the business and expand the
customers company can make a marketing plan and this plan in context of Burberry can be
shown below(Chinn, 2017).
Company overview
Burberry a UK largest luxury multinational fashion house that mainly deals in ready to
wear fashion, accessories, perfumes, cosmetics etc. that attracts the large base of customers in the
marketing place. The organisation can managing their around 500 stores along with 9862
employees in the 50 countries. At this time manager of company can expand their market share
by introducing the new launching in the market with the vegan range in beauty products(Wilson,
McCabe and Smith, 2018).
Vision
The main vision of the Burberry is to enhance their market position by offering the
quality and durable products with distinct features in the offerings for longer sustainability in the
global market(Akbar and et. al., 2017).
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Mission
The major mission of Burberry is to increase the base of customers by fulfilling the
demands of the customers to the high extent that helps in managing the market integrity in the
international market.
Objectives
The core objectives of the Burberry is to increase the profits and sales by introducing the
new offerings into the market place so that firm will enhance the market share by 20% with in a
period of 24 months(Braciníková and Matušínská, 2017).
Situational analysis
For analysing the situation Burberry can use the SWOT analysis that can shown below.
Strength Weaknesses
 The major strength of Burberry is the
automation of the activities by
continuously focus on the quality of
their products so that demand can be
maintained in the marketplace.
 The major weakness of Burberry is
customers who are dynamic in nature
due to which sales and profit would be
affected. In this company high pricing
strategy is the weakness because of this
customer can switch the brand who
charge less price on products(Brychkov
and Domegan, 2017).
Opportunities Threats
 The major opportunity of Burberry is
the conscious nature of the customers
that will attracts towards the use of
organic resources and the using of
advanced technology is consider as a
major opportunity for the business to
connect effective with every customers
around the world.
 The major threats of the company is the
competitors that was present into the
marketplace like GUCCI, ZARA,
PRADA, Kering etc. that also offers the
quality products to the customers.
Strategy
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 Segmentation- It refers to the process in which consumers are divided into various
segments so that company can easily take the decisions related to targeting the customers.
In this Burberry can segments their customers as per the consumers status and their
lifestyle they follow(Eletxigerra, Barrutia and Echebarria, 2018).
 Targeting- In this Burberry can target their selected market customers for this they use
the social media advertising where they can promote the brand and products in the target
places so that company sales is enhanced.
 Positioning- In context of Burberry, company can adopts the value based positioning
strategy for providing the high value and benefits to the customers. After understanding
the quality and benefits of the offerings by the customers this place a nice impression due
to they consumers can make the purchase.
Tactics
 Product- In this Burberry can introduce the vegan cosmetics by adopting the use of
earthy fragrances and flavours that are free from paraben and chemicals that does not
harm the customers skin.
 Price- Burberry can set the premium pricing methods and targets the high class people.
In this they can fulfils the expectations of customers so that high profits can be gained.
 Promotion- In this company can adopts the digital promotional strategy i.e. social media
so that millions of customers are attracted towards it.
 Place- In this company can introduce their vegan cosmetics in the market and for this
they opened a new outlet in most of the countries to attracts the large base of customers.
 People- In this Burberry can train their employees about the new launching of the
products so that they can easily connects with the customers and delivers the benefits of
the vegan cosmetics easily to the market.
 Process- In this company can adopts the online and offline process for delivering the
products to the customers and they also adopts the advanced technology in designing the
offerings for gaining high profits and revenues(Pater and Cristea, 2018).
 Physical evidence- The design of the bottle and the brand sign will be the effective
physical evidence for the people and helpful to attracts the large base of customers.
Budget estimation
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It is very essential to make a budget so that cost can be used effectively and it helps in
removing the high expenses so that operating profits would be increased. In this manager of
Burberry can make the budget that can elucidated below:
Areas of investment Estimated Amount (£)
Advanced technologies 80000
Promotional activities 20000
Training and development 10000
Product development resources 40000
TOTAL 15,0000
Executing and control
It is very essential for the Burberry manager to execute the plan that was made above so
that they can enjoy the large amount of profits and revenues. In this Burberry can examine their
sales performance by using the sales analysis tool that can be shown below.
 Sales analysis tool- It is one of the best tool for measuring the overall performance and
monitor the sales of the new launching. In this manager can evaluate the sales
performance by comparing it on past data so that actual benefits can be noticed easily and
in this any problem persist company can take the safety measures by offing discounts and
campaign.
CONCLUSION
By analysing the above report it is concluded that the marketing essentials plays an
essential role for a business by reflecting the growth and success options. In this department of
marketing is helpful to ensuring that the needs of the customers are satisfied with high extent by
smooth working with other functional department of the business firm. In this seven elements of
marketing mix can assist in developing the suitable strategy for making the organisation
successful and gaining the competitive advantage. At last it inculcates the marketing plan in
which plan of action is included so that marketing strategies can be implemented in a smooth
way.
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REFERENCES
Books and Journals
Akbar, F. and et. al., 2017. Niche marketing strategy framework for SMEs: A conceptual
framework. Available at SSRN 2999227.
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.
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.
Chinn, E.R., 2017. Essentials of Branded Event Marketing (Doctoral dissertation, University of
Oregon).
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.
Harrison, J.P. and Association of University Programs in Health Administration,
2016. Essentials of strategic planning in healthcare (Vol. 1). Chicago, IL: Health
Administration Press.
Okumus, B. and Cetin, G., 2018. Marketing Istanbul as a culinary destination. Journal of
Destination Marketing & Management. 9. pp.340-346.
Pater, L.R. and Cristea, S.L., 2018. A systemic characterization of organizational
marketing. Procedia-Social and Behavioral Sciences. 238. pp.414-423.
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.
Wilson, E.J., McCabe, C. and Smith, R.S., 2018. Curriculum innovation for marketing
analytics. Marketing Education Review. 28(1). pp.52-66.
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