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.

Continued...
Executive summary: In present, company is offering number of
products in more then 50 countries.
Overview of organisation: Burberry is the luxury industry in
fashion house which was established in 1856, London. It deals
with variety of products and provide satisfaction to customers.

Continued...
Vision and Mission: Organisational vision is to increase the
profits by bringing new product that can influences customers. The
mission is to introduce with new trend and implement by
management in order to attracts customers.

Continued...
Objective: The main objective of the company is to expand its
marketing activities by launching the new product at market place.
The objectives of Burberry are as:
 To increase the market sales by 20% up to 2020.
 To capture the market share by 60% by the year 2020.
 To satisfy the customers by creating their interest within
market.

Continued...
STP approach: This approach is most familiar in marketing that helps
business concern to formulate the strategy and get the benefits from such
planning.
Segmentation: It considers classification of market in to various group by
analyzing the needs and wants.
Targeting: Burberry is famous fashion industry that has targeting to influence
child and adult person by launching bomber jackets and bumbags.
Positioning: This is the process hat defines position of business in market.

Continued...
Strength:
 It has high network retail, wholesale and licensing channels globally.
 Biggest fashion house that offers clothes, cosmetics, perfumes etc.
Weakness:
 High competition in market.
 Lack of proper planning.

Continued...
Opportunity:
 To enter in to new fashion market by introducing new products.
 More advertising and marketing can increase the profitability.
Threat:
 Higher competition and low prices of competitors.
 Customers have higher bargaining power and low switching
cost.

Continued...
Sources of fund
Internal sources: Burberry arrange funds from own sources such as
family, friends own capital and assets.
External sources: Burberry arrange funds by using venture capital,
bank loan and crowdfunding.

Continued...
Budget: Burberry prepare a
budget for introducing new
product that can helps to spent
money on various activities
within organisation. The budget
for launching new product by
Burberry is defined as:
Marketing budget
( Amount in £ )
Particulars 1st year 2nd
year
3rd
year
4th
year
5th
year
Initial money 2500 5000 7000 8000 12000
Investment 3000 5000 1000
0
22000 18000
Total 5500 1000
0
1700
0
30000 30000
Marketing outlay
Promotion or advertisement 12000 1200
0
1300
0
15000 16000
Sale activity 4000 5000 6000 6000 8000
Direct selling activity 3000 7000 3000 4000 5000
Total 19000 2400
0
2200
0
25000 29000

7 p's of marketing
In Burberry company, management defines 7 P's that help to introduce from
new products and maintain the productivity. The 7 p's are defined as:
Product: Burberry is launching hands on bomber jackets and bumbags with
new logo that will influence customers in order to purchase and accept new
tred.
Price: It will use premium pricing due to having high brand image and high
company profile.
Place: Burberry will introduce new product such as hands on bomber jackets
and bumbags with new logo in London at populated area which will
attracts old and new customers.

Conti..
Promotion: Burberry will use magazine, online apps, own websites, new
papers and social media that will help to increase the sale of new launching
product.
Process: Burberry will use business analyst process that will helps to know the
needs of customer and provide them that kind of products and services.
Physical evidence: In this element Burberry will give a facility to their
customer to get physical cues of product and feel good quality of products
in order to attract customers.
People: Burberry has number of staff and for further launching product it will
use market manager or specialist who have better knowledge about new
product and its uses. It will help to to attract customers. The manager will

Monitoring and controlling:
Burberry will monitor and control the process in which it will check the budget
on daily basis. Moreover, it will check the internal and external activity of
company by using new technology that will help to attract customers. If
budget of company is going exceed than it will control the budget by
reducing the waste and implementing the budget.
From the above budget plan it has been evaluated that Burberry company
prepare business plan and launching new product. It will analysis the market
and understand the trend and lifestyle of people in order to design new
product. It make estimated budget for spending money on different activity
that will help to increase across the world. If budget will go exceed in some
activity then it can control by adjusting with other activity. Such as it can
monitor and control the activity due to introducing new product.

CONCLUSION
From the above report it can be concluded marketing is essential
in all organisation as it helps to understand the needs of
customers and make effective plan to satisfy them. Marketing
mix is the combination of actions and tactics that helps to
achieve goals. Management plays important role within
organisation as they make plans and provide facility to
complete goals.

REFERENCES
Juska, J. M., 2018. Integrated Marketing Communication. Advertising
and promotion in.
Stern, P. N. and Porr, C. J., 2017. Essentials of accessible grounded
theory. Routledge.