Comparative Analysis of Marketing Mix and Plans: Burberry & Armani

This report provides a comprehensive analysis of the marketing strategies employed by Burberry and Armani. It begins with an introduction to the importance of marketing and its role in business success, followed by a detailed examination of the marketing mix, including product, place, price, promotion, physical evidence, process, and people, for both companies. The report then delves into the marketing plans of each brand, including executive summaries, organizational overviews, vision and mission statements, objectives, and the STP (segmentation, targeting, positioning) approach. It also covers the strengths, weaknesses, opportunities, and threats (SWOT) analysis, sources of funding, and budget allocation. The report further explores the 7 P's of marketing, including how Burberry applies these elements to its new product launches, and concludes with an evaluation of the marketing plan's effectiveness and a discussion of the importance of monitoring and controlling marketing activities. References from Juska (2018) and Stern & Porr (2017) are included.

Marketing
Essentials
Activity 2

Table of content
• Introduction
• Marketing mix of different companies
• Marketing mix of Burberry and Armani
• Marketing plan
• Conclusion
•

Introduction
Marketing is important in all sector that is used to run a business
successfully by influencing the customers. This presentation
discusses about different topics such as comparison of different
ways in which company apply marketing mix to the marketing
planning that help to achieve objectives, evaluation of marketing
plan that helps to understand what need to do in future in order to
run a business efficiently.

Marketing mix of different companies
Marketing mix: This is a
comprehensive process that
involves end to end view of
product and services. This is the
set of tactics and actions which
can be used by a company to
increase the sale by promoting
the products.

Marketing mix of Burberry
and Armani company
Product: Product is an item which is used to offer in market at
different cost in order to influence customers.
Burberry: Burberry is the famous and luxury fashion house
industry that deals in different types of products.
Armani: Giorgio Armani is a premium clothing focused industry
that transform its product line in to persona.

Continued...
Place: Place is the particular position, area, space and location
where company offers their products in order to gain profits. The
main target is to expand the business at larger area and maximize
the productivity.
Burberry:Burberry is fashion house industry that operates its
business at 475 stores in close to 50 countries.
Armani: This is the chain of retail outlets by providing products at
different places.

Continued...
Price: Price is the amount which is expected by customers in order to
purchase the products and services. This amount is paid by purchase
who buys some thing and pay amount as consideration.
Burberry: Burberry is well known and existing company that uses
premium pricing strategy to sell its products by influencing customers.
Armani: Armani is serving world class people that help to capture
more market share all over the world.

Continued...
Promotion: This is the activity which runs by entity to support and encourage
the products and services. The main aim of promotion is to increase the sale
by promoting the products with the use of different sources.
Burberry: Burberry is using advertising strategy with the help of T.V., online
ads, billboards, social media and magazine which influences people to buy
products.
Armani: Armani is famous in fashion industry that conducts events to
promote its clothes and accessories. Such as it has several events, ramp show,
model walk, etc. helps in showcase product line.

Continued...
Physical evidence: Physical evidence is considered as material
part of service that help to select the best products.
Burberry: Burberry offers physical cues to select the products and
know about quality in order to influence clients.
Armani: Armani is focuses on physical process such as it has
offline store in 13 country where customer can touch and select
products.

Continued...
Process: This is another element of marketing mix that involves
process in which company achieve outcome by offering the
number of products.
Burberry: Burberry is known as fashionable industry that
understand the needs of people and complete the designing process
in order to influence customers.
Armani: Armani maintain the effective communication by
understanding the demands of valuable and high profile customers.

Continued...
People: This is the essential element of any industry and experience
that helps to produce and consume the goods at the same time.
Burberry: Burberry has variant staff who focuses on production of
new products, marketing and distribution of products and supply of
products.
Armani: Armani is big brand that has number of people as staff,
workers, marketing manager, sale and distribution department and
etc. to sale the products.

Marketing Plan Marketing plan is a blueprint and
roadmap of business that suggest
what action should be taken to
expand business. It helps to run a
business effective in different
market area. The main object of
marketing plan is to set the goals of
organisation and follow them in
order to achieve objectives.