Burberry: Analysis of Internet Marketing Strategies

This report provides a comprehensive analysis of Burberry's internet marketing strategies. It begins with an introduction to internet marketing elements like pay-per-click, search engine optimization, social media marketing, and email marketing. The report then delves into the internet marketing mix, examining e-product, e-price, e-place, and e-promotion. It further explores various internet marketing tools, including social media, email marketing, search engine optimization, and pay-per-click, highlighting their impact on Burberry's productivity and profitability. The report also covers interactive order processing, detailing the steps involved in online purchasing. Additionally, it examines search engine marketing, opt-e-mail marketing newsletters, online public relations, and the use of new digital media communities. The report concludes with an outline of an internet marketing plan and a presentation on pay-per-click advertisement, providing a holistic overview of Burberry's digital marketing efforts and strategies.

Internet marketing

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................4
TASK 1............................................................................................................................................4
1.1 Elements of internet marketing........................................................................................4
1.2 Evaluating the internet marketing mix.............................................................................5
1.3 Comparing internet marketing tool..................................................................................5
1.4 Interactive order processing.............................................................................................6
TASK 2............................................................................................................................................7
2.1 Demonstrating the mechanism of Search Engine Marketing...........................................7
2.2 Copy for a suitable opt-e-mail marketing newsletter.......................................................8
2.3Guideline for best practice in online public relation.........................................................9
2.4Demonstrating use of new digital media communities...................................................10
TASK 3..........................................................................................................................................11
3.1 Conducting secondary market research..........................................................................11
3.2Designing an online survey.............................................................................................11
3.3 Demonstrating use of electronic customer relationship marketing................................13
TASK 4..........................................................................................................................................14
4.1 Producing outline internet marketing plan.....................................................................14
4.2Creating presentation on pay per click advertisement.....................................................15
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................16

INTRODUCTION
Marketing is an imperative way to promote goods and services of organization. It enables
the management of firm to attract large number of buyers and boost productivity to a great
extent. Present report is about Burberry that provides luxurious products to large number of
buyers and caters their need in an effective way. Further, study lays emphasis on internet
marketing tools and internet marketing mix that contribute towards increasing awareness of
customers and enables them to purchase the same. Moreover, interactive order processing is also
explained in increasing efficiency and effectiveness of corporation.
TASK 1
1.1
There are numerous marketing elements by which effective marketing plan take place
which support organization to determine upward direction. These are as follows- Pay per click-It is the most effective way to find detailed information that is related to
products and services offered by Burberry. By making use of pay per click, organization
places advertisement on basic search engine page that leads to increase the sales turnover
of firm. Here, relevant key word matches with the advertisement and detail of product is
displayed on the web page thereby customer can be able to get information about
products of Burberry (Baghdadi, 2013.). It contributes towards retaining the existing
buyers and attracting the new one. Examples of pay per click are sponsored link and
sponsored ads. Search Engine Optimization-It is another imperative way to promote services as well as
products of Burberry. By the help of Search Engine Optimization, advertisers prepared
attractive website that can address need of ultimate buyers. It enables buyers to search for
the images of products and video as well as local search for the same (Danaher and
Rossiter, 2011). Social media marketing-It is the most updated technique to promote goods as well as
services. There are several ways such as Facebook, Twitter and LinkedIn by which
Burberry gain attention of buyers. It assists the management of firm to address need of
young as well as professional buyers who are directly attracted towards luxury products.
 E-mail marketing- It is an important way to approach customer directly and enables them
to purchase products of Burberry (Ifinedo, 2011). Here, marketing manager of firm send
messages to group of people via electronic means. Here, direct mails are send to buyers
that facilitates them so that they can be motivated for taking purchase decision.

1.2
Marketing mix is the prominent aspect for increasing sales turnover and delivering good
quality of services to large number of buyers. electronic product, price, place and promotion are
the marketing mix of internet marketing. Here, first and foremost marketing mix is e-product by
which marketing manager of Burberry displays the product over internet. Along with that,
features and characteristics of products are also described clearly that includes durability,
multiple use, size as well as availability of colors (Miles, 2013). It creates awareness among
buyers that are related to those luxury products which are best suited with their needs. E-price is
the another main component that facilitate buyers to take final decision for purchase. It consists
of discount, net prices and other changers such as tax as well as delivery. In addition to this,
specific offer and detail about sales is also mentioned so as to increase the sales turnover of firm.
E-place is the most important element of internet marketing mix (Pitta, Franzak and Fowler,
2006). Here, customer can directly contact the manufacturers in order to cut additional cost.
Owing to this, online location should be selected with taking into account several factors such as
accessibility. The last element of marketing mix is e-promotion in which marketing manager of
Burberry make efforts in relation to promote the products as well as services. This helps
corporation in meeting requirement of customers and create competitive edge of the firm. For
promoting products, web public relation is the most important way in which news worth stories
related to products are described over the internet that facilitates to increase the attention of
buyers. Along with that, e-leaflets is also imperative for providing detailed information for new
as well as prevailing products and services of Burberry
1.3
There are several internet marketing tools that facilitate to boost the productivity as well
as profitability of Burberry. It facilitates the organization to increase number of buyers and
enables them to make purchase decision. In order to attract number of young as well as
professional buyers, social media is the imperative way (Singh, Gordon and Purchase, 2007).
People access to social sites such as Facebook, Twitter and LinkedIn on a very frequent basis
that enables them to get details regarding latest offer as well as newly launched products of the
same. It is the one latest way to attract customers and it also creates awareness among them so as
to boost the productivity as well as profitability of corporation. Burberry produces variety of
luxury products such as sunglasses, trench coat and others that attracts the professional as well as
young women to a great extent. They can get information regarding the same via professional
site such as LinkedIn. On the other hand, e-mail marketing is also imperative by which

management of Burberry can directly approach its ultimate buyers (Soliman and Youssef,
2003). It assists the professionals to do online shopping and utilize their limited time in the most
efficient way. Further, search engine optimization enables Burberry to attract buyers by updating
its site in an appropriate way. It serves as a tool to provide all kind of information such as
location, latest offers and other relevant data (Webb and Schlemmer, 2008). On the contrary,
pay per click facilitates to cater need of all types of people who are situated at different
geographical areas. It assists customers to search via images, videos and local search so as to
increase the productivity as well as profitability of Burberry. It increases number of buyers and
also creates a competitive edge of firm in the marketplace. Hence, social media is the broad
concept that approaches number of buyers whereas e-mail marketing is the narrow concept.
Apart from this, use of mobile apps is also the effective method through which an
organization can boosts sales turnover. Here, employees or customer can be provided detail
information regarding products and services. For example, now a days smart phones has
changed the scenario to a great extent which prove to be effective for Burberry to introduce new
product with special offer. This in turn customer base can be increased. This facilitates to be
more convenient to access images, advertisement and other information related to products and
services of Burberry.
1.4
Order processing plays a vital role that enables buyers to make purchase decision. With
the help of interactive ordering process company can interact with customer and provide them
convenient options for online shopping- Find products-At the initial stage, buyer search for the product as per requirement or any
other product on the basis of his/her specification. Owing to this, video, image or local
search can take place that facilitates to know about features such as color, durability and
quality of products. Further, style number and name of product can also be referred to
find product (Cegarra-Navarro and Martínez-Conesa, 2007). Add to shopping cart-The next process for buying product is added to shopping cart
thereby buyers give details about selected quantity, quality as well as size of the products.
Along with that, the overall details are added to cart so as to keep record of proposed
buying material. Checkout-It is the most imperative feature that aids to give higher level of satisfaction
among buyers. At this stage, customer can add or remove the products that are not

matched with the requirements. It ensures flexible purchasing process and order for the
desired goods and services (Koh and Padmore, 2007).
 Delivery and payment-It is the last step of ordering process by which customer selects
desired location as well as payment mode such as credit and debit card. Along with that,
offline bank transfer is also a attractive payment mode for some users. The provision of
extra benefits in form of gift vouchers and promo card is also there to satisfy buyers.
(Ramsey and Mccole, 2005). At the end, when selection is completed, order is placed
and details of the same are sent to customers via e-mail. It results in successful
completion of ordering process and leads to have indirect interaction among seller and
buyers.
TASK 2
2.1
Search Engine Marketing is the imperative way to increase attention of large number of
buyers towards product and services of Burberry. It assists the management of firm to place
advertisement on Google page by which matching key word, customer can easily link to exact
online shopping location. It aids to corporation to devote the valuable time in other important
activities of business. It is also flexible enough by which organization can be able to rewrite the
content on website. Further, Search Engine Mechanism makes it possible to increase the ranking
of search engine result page. It also creates sense of achievement among different types of
stakeholders so as to improve the productivity as well as profitability of Burberry (Vives and
Svejenova, 2011). The search engine is the form of robot program that makes it possible to
ensure connectivity with each page. It facilitates to collect detailed information and provide the
same in front of buyers in an effective manner. This aspect of Burberry proves to be effective in
creasing unique identity and increasing the customer base. Robot program assists Burberry to
update index and upload latest content so as to keep customer updated with latest information
regarding products and services (Radhamani and Rao, 2012). Therefore, periodic review is also
done by robot program and cache is used in order to store text section of content. It leads to
provide necessary details for buyers and make them able to take quick purchase decision (Search
Engine Mechanics, 2007). Therefore, Search Engine Marketing provides immense support in
accpraching customers and provide them services in accordance with their preferences.

2.2
The concept of opt-e-mail marketing newsletter is the important way to boost
productivity and build good relationship with stakeholders. Opt-e-mail is the way to receive bulk
messages that are sort of advertisement, newsletter and mailing list. Here, marketing manager of
Burberry takes prior approval from the respondents and then send detail to them regarding
products and services. This helps customer to find their suitable products and services along
with detail information for the same. It is an effective way to ensure optimum utilization of
limited resources because marketing manager directly approach to ultimate buyers who can
contribute towards increasing sales turnover of Burberry (Baloglu and Pekcan, 2006). It assists
the buyers to know about detailed information for the product and can access service without any
kind of barriers. Following, opt-e-mail newsletter is prepared that aims to increase awareness
among customer regarding opening of new outlet. The new outlet provides variety of trend coats
for all segments such as kids, men and women. Along with that, 50% off is given for customer

that leads to ensure successful opening of new outlet. It contributes towards increasing sales
turnover and overall rate of return of Burberry (Lin and Huang, 2006). The main advantage of
opt-e-mail newsletter is to create a competitive edge of company and enables the customers to
make quick purchase decision.
Dear Customer,
We are pleased to open our new outlet in London that will specifically deal in trench
coat for all segments. The inauguration for same is held on 14th February, 2015. You are
welcome to join our party on same day at 7.00 P.M. Special deal on this special occasion is
50% off for first 20 visitors of outlet.
Thanks for being our fan and figuratively, we couldn't do it without your cooperation.
Thanks & regards
Marketing manger
2.3
Online public relation is an effective form of maintaining good relationship potential
buyers and addressing their issues effectively. (Hanson and Kalyanam, 2007). It helps
organization to cope up with changing scenario. In order to promote best practice for public

relation, offline support can also be helpful by which management of firm make effort in relation
to increasing sales turnover. With the help of offline support, it becomes convenient to establish
contact with suppliers, customer and partners who are directly or indirectly related to Burberry.
Such kind of effective strategies contribute towards determining long run growth of corporation
with increased rate of return. Along with that, online partnership is the cost effective way thereby
firm can be able to promote goods and services. Here, both corporation support each other and
contribute towards maximizing sales turnover in order to increase overall rate of return of
Burberry. Further, blog monitoring is another approach to address the issues of customers and
provide response for the same accordingly (Charlesworth, 2009). It assist them to build good
relationship among corporation and stakeholders and improve its online presence. By analyzing
views of buyers, firm can be able to interact with customer and enables them to become loyal
towards Burberry. Further, best press clipping is another way that create positive feeling
potential buyer in order to make purchase Delicious. Here, winning online presentation with IVT
is also appropriate way to strengthen public relation. It assist company to expand business over
the globe and achieve its long as well as short term objectives within stipulated time span.
2.4
New digital media communities refer to set of updated technologies that aid to promote
products and services. It assists buyers to go for online shopping 24*7 and get higher level of
satisfaction. It gives cost as well as time benefit that create sense of achievement among
customers. News digital media communities includes Facebook, Twitter and Flickr. These are
the common social media that are being used by mass population. In such situation, it is very
Continent for Burberry to place advertisement on social site and make customer able to take
quick purchase decision (Schibrowsky, Peltier and Nill, 2007). It contribute towards getting
plenty of feedback form buyers within one hours and ensure higher productivity of organization.
Mostly youth of world operates Facebook very frequently that is profitability for Burberry to
increase sales of luxury products. Instant message is also important way to inform buyers
regarding special offer and discount so as to increase sales of firm. It facilitate to create
competitive edge of company and give higher level of satisfaction among consumers. Chat
rooms is the attractive way by which management of firm can come to know about problems that
are being faced by buyers and make efforts in relation to resolve the same. It assist buyers to
have indirect interaction with sellers and let them know regarding issues faced by them. This in
turn makes it possible for management to revise the marketing strategies or internal environment
of business. It also help to retain existing buyers and attract new one towards good quality of

luxury products of firm. On the other hand, you tube facilitate to show detailed information
regarding products and give full specification of the same with visual effect.
TASK 3
3.1
The Burberry is the renowned brand of UK that caters need of high class of people. Sales
of the organization have increased by 14% from previous years. Here, comparable store sales
was 10% in 2014 and which indicates good performance of corporation. It facilitates to boost
productivity as well as overall rate of return of company. However, sales of the second quarter
for the financial year 2014 were very low. It is because of changes in the external environment
such as changes in buying perception or political as well as governmental changes (Internet
marketing, 2015). Along with that, organization also planned to close its 15 stores that are
operating in lower-tier locations. It because of lower sales turnover and increasing demand of
products and services in China as well as Latin America. At present organization is focusing on
Shanghai and New York where menswear, kids-wear and other relevant material are sold to a
great extent. It facilitate to boost productivity and create competitive edge of the firm in the
marketplace. Further, Asian consumers spend highly that resulted in greater profitability for

Burberry that leads management of corporation to concentrate on long term growth (Burberry
Group, 2015). It can be critically evaluated that, unfavorable external environment can baldly
impact overall performance of Burberry. Owing to this, handbag market of corporation may have
lower return and increasing competition due to new rivalries in the marketplace. This in turn
affect the performance of corporation to a great extent (Share analysis, 2015). Due to
unfavorable external environment corporation can fail to implement its new strategy that create
issues in the successful running of business.
3.2
Questionnaire for online survey is prepared to get the customer feedback. Under this,
sample of 50 respondents will be taken to conduct the online survey. However, 50 respondents
will be selected on the basis of simple random sampling. It leads to assess the issues which are
being faced by customers of Burberry so that management of company can bring improvement in
its business accordingly. Here, list of relevant questions is prepared and the same is rotated
among large number of buyers who can contribute towards bringing improvement n the quality
of services. It enables organization to make changes as per the feedback that derives from online
survey. Therefore, online survey assist management of Burberry to boost productivity as well as
portability by delivering services to buyers as per their specification (Singh, Gordon and
Purchase, 2007). It provides assurance of long run survival of firm and the ability to generate and
higher profitability so can business can enhance operations. This questionnaire is rotated over
the internet and can also be mailed to buyers. It increases changes to get reply soon and facilitate
to cater their need in an effective way.
Name:
Age:
Gender:
1.What you like most about Burberry?
 Quality of products
 Variety of services
 Affordable prices
 Smooth ordering process

2. How often you go for online shopping
 Once in week
 Once in month
 Rarely
 Daily
3. Do you agree that Burberry provides detailed information abut products and services?
 Strongly disagree
 Disagree
 Neutral
 Agree
 Strongly disagree
4.Are you satisfied with variety of luxury products provided by Burberry ?
 Extremely dissatisfied
 Dissatisfied
 Neutral
 Satisfied
 Extremely satisfied
5. Do you agree that Burberry maintain good customer relationship?
 Strongly disagree
 Disagree
 Neutral
 Agree
 Strongly disagree
3.3
Electronic customer relationship marketing (eCRM) prove to be effective fro increasing
rate of return as well as existence of firm. It assist organization to maintain good relation with
buyers and enables them to keep in touch with firm for creating competitive edge in the

marketplace. Here, database of buyers are prepared on the basis of electronic means that
facilitate to stay in touch with different types of stakeholders and address their need
appropriately (Webb and Schlemmer, 2008). There are several way to build relationship with
customer such as collaborative filtering, web analytic and data mining that facilitate to cater
need of prospective buyers and retain them for long span of time. Segmentation of customer by
values and loyalty is also the imperative by which management of Burberry can interact with
such as type of buyers and enables them to access services of the same. Further, vendor
relationship management is the prominent aspect by which organization can ensure about timely
delivery of products to customer and also provide assurance of flow of production. It gives
improved satisfaction among them and create competitive edge of the firm in the marketplace
(Cegarra-Navarro and Martínez-Conesa, 2007). It facilitate to keep database of customer and
help Burberry to approach new buyers. It can contribute towards reducing impact of adverse
external environment and increase sales turnover of company. On the other hand, opt-e-mail
marketing assist company to contact with customer and inform them special event as well as any
other offer of firm. It create sense of achievement among them. It enables management of
Burberry for business expansion over the globe and facilitate to fulfill need of internal and
external stakeholders. It is also helpful for company to create distinctive image.

TASK 4
4.1
Planing for internet marketing is the imperative task that facilitate to management of
Burberry to enhance productivity as well as profitability to a great extent. In order to plan for
internet marketing, following factors need to be taken into account. Outline for present
marketing plan is described as follows-
 Environmental analysis- It is the most prominent by which organization come to know
about external as well as internal factors of firm. Here, external factor includes political,
social, economical and legal. It has direct impact on the performance of organization. For
example, at present, Burberry is suffering from adverse external environment and
profitability of firm is going down in second quarter (Koh and Padmore, 2007). Due to

change in economical policies, buying power of customer may decreases that affect
performance of Burberry. Along with legal and social changes set limit for company to
expand business and increase overall rate of return. It because, customer preferences and
demand are keep on changing that may outdate the prevailing product of company. So, it
is mandatory to focus on all imperative factor while planning for internet marketing.
Here, internal environment such as policies and weaknesses and competent personnel can
aid to increase achieving long as well as short term objectives within stipulated time
span. With the help of market analysis corporation can come to know about the constraint
related to resources such as physical, financial and human. It enables organization to cope
up with changing scenario and deliver good quality of services to large number of buyers
with appropriate marketing plan. Thus, analysis of environment could makes it possible
for management adopt effective strategies to use opportunities and overcome barriers
which hamper performance of Burberry.
 Competitor’s analysis-It is another important factor that need be given proper
consideration. Here, management of Burberry analyses strategies as well as other
marketing activities of competitors in order to create competitive edge in the
marketplace. It facilitate to increase large number of buyers and achieve long as well as
short term objectives of buyers (Ramsey and Mccole, 2005). On the basis of this
analysis, corporation divides its market plan accordingly. Here, Burberry will identify the
potential issue where it lacking and competitors are taking advantages of the same. This
proves to be effective to select the right marketing strategy so as to determine long run
growth with increased rate of return.
4.2
Pay per click is a tactic to promote goods and strategies in the marketplace. In order to
give advertisement for its new product, following points are considered-
 Pre-planning and goals- It is the first step where organization set goal such as increasing
rate of return or creating awareness among customers. After that planning is made for
ways to promote products.
 Anticipating expenses-Here, management of firm make estimation for proposed expenses
so they can be able to manage their financial activities in an effectual way.

 Determining key words-It is the most important process where organization determine
key workers on the basis of target audience (Vives and Svejenova, 2011).
 Promotion campaign- After deciding about preliminary activities, marketing department
make decision for promoting product. Here, attractive ad campaign is made that can
address specific need of buyers so as to fulfill goals of organization.
 Unique landing page-At the last step, overall detail such as features, quality, color, visual
effect and other related data are incorporated int eh campaign that facilitate to cater need
of buyers and aid to attract them towards the same (Baloglu and Pekcan, 2006).
CONCLUSION
The report concluded that, online marketing is the imperative way to promote products
and services of organization. Through making use of internet marketing tools, company can
achieve organizational goals. Search Engine Optimization and Pay per click are the best way to
highlight new product and increase attention of buyers towards the same. In addition to this,
online survey is the imperative process to know the perception of buyers towards prevailing
policies as well as services of company so as to make necessary changes.

REFERENCES
Journals and Books
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