Digital Marketing Project Plan for Burberry - Coventry University

This document presents a digital marketing project plan for Burberry, a luxury fashion brand, aimed at enhancing its online presence and driving growth. The plan includes a business background, product overview, target audience analysis, and an examination of Burberry's existing online market channels. It identifies key competitors and proposes strategies to leverage digital technology, focusing on social media promotion and the development of an e-commerce application. The implementation plan outlines projected benefits such as increased customer engagement and long-term market presence. The plan emphasizes the importance of adapting to changing trends and competition through campaigns, seasonal promotions, and collaborations, particularly on platforms like Instagram. References to relevant digital marketing literature are also included.

Digital plan
Introduction
The purpose of this poster is to prepare a project plan in
order to enable growth into market. The company chosen for
this digital plan is Burberry. It is a luxurious fashion brand
which has worldwide presence. Due to growing need of
digitalisation, it is vital to create an effective plan to attract
large number of customer.
Online market channel:
The Burberry has high presence into the online and E-
commerce market. It has their own website, Facebook
approaches and deal with the third party channels like
Amazon. The company distribute their sunglasses, shoes,
perfumes, bags from these channels. Mainly, their product
distribution takes place from websites. They believes in
giving Omni channel market experience with great
customer services across all the channels.
:
Business background:
The Burberry is a fashion retailer which was established in
1856 in London. It is scattered at worldwide level and
perform their operations into various location. The company
is known for its best selling clothes which have a luxurious
presence into market.
Products:
Burberry is specialised in selling clothings, accessories,
beauty products and perfumes. Clothing is the best selling
product of the company into market. They designs and sells
all kind of apparels such as Trench coat, leather dresses,
footwear, sunglasses and varieties of designs in girls fashion.
Their trench coat are most popular among the customer due
to its quality and durability.
Target audience:
The Burberry targets all the age group, gender and class
people. As the company provides products for every age that
helps them to grow into market. The company mainly targets
high class audience especially the celebrities faces and
people who have high standard of living. This target audience
are loyal to the products of company due to its luxurious
brand image.
.
Process of selling it:
The products across many location in their factory. They
enable product distribution through a wide network of
Burberry stores, franchise, wholesalers and market retailer.
Also, it enable selling process through own manufacturing
units to other wholesalers, retailers and online channels.
The prologistics services and people get effective online
deliveries. The company always use product and
distribution expertise through ducts are sold and delivered
through licensing partner which provides deliveries across
the world to every locatione Burberry manufactures and
designs their luxurious.

Product preposition
Benefit to customers:
The products of Burberry are highly sold into the market. It
is beneficial for the customer in terms of durability and
design. The Burberry manufactures products with unique and
trendy designs, focusing on sustainability and set a standard
for the high class people. Their trench coats getting sell into
market as it is made of up of high quality materials which
can be worn for long period of time. The customer could set a
standard living by contributing into Burberry's product. They
could experience a trendy portfolio of products which will be
beneficial for them to get money worth value. This product is
seasonal which is only sold in winters. So that, the Burberry
needs to look ta their supply chain management to sell
overall stock for better profitability.
Online visibility strategy:
The Burberry already has much online presence into
market. Due to the changing trends and competition, the
company needs to promote more on social media to
enhance sales and growth. They must create own E-
commerce application in which other brands could also
sell their products. This will give more awareness into
market and people will have an insight of brand name.
Burberry will tend to grow through launching Campaigns,
seasonal promos and clearance sale. Also, nowadays
Instagram collaboration is being famous due to high
people engagement in reels. The company must focus on
the same top be active on Instagram channel.
:
Competition identification:
The fashion Industry is highly competitive in the UK
market. The Burberry face competition into global market
due to dynamic business environment. Other brands like
H&M, Zara, Forever 21 and others which influence on their
growth and profitability. Competition is highly increasing as
these competitors also has great product quality, trending
clothing and affordable prices..
Summary of implementation plan with
projected benefits:
the Burberry needs to focus on the project benefits of
involve more digital presence into operations. The plan for
launching own E-commerce application in order to gain
large number of customers. This plan will be helpful to
grow into market for long term presence.
Conclusion
It has analysed from the information that digital technology
is required to grow and success into modern market. The
company could achieve this gaol through investing more in
the social platforms and own E-commerce application.
References
De Pelsmacker, P., Van Tilburg, S. and Holthof, C., 2018.
Digital marketing strategies, online reviews and hotel
performance. International Journal of Hospitality
Management, 72, pp.47-55.
Bala, M. and Verma, D., 2018. A critical review of digital
marketing. M. Bala, D. Verma (2018). A Critical Review
of Digital Marketing. International Journal of
Management, IT & Engineering, 8(10), pp.321-339.
Hanlon, A., 2021. Digital marketing: strategic planning &
integration. Sage.