Marketing Report: Burberry's Strategies and Implementation Analysis

This report provides a comprehensive analysis of Burberry's marketing strategies. It begins by defining marketing and its significance, then focuses on Burberry, a luxury UK brand. The report details the roles and responsibilities of the marketing function, including market analysis, product development, branding, and customer relations. It examines the marketing environment and the interrelation of the marketing department with other departments within the organization. The report then delves into the implementation of the marketing mix (7Ps) for Burberry, comparing it with Zara. Finally, it concludes with an evaluation of a basic marketing plan for the organization. The report covers market segmentation, brand equity, and the importance of innovation in the dynamic market environment.

Marketing Essential

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1 ...........................................................................................................................................1
P1 Roles and responsibilities of the marketing function.............................................................1
P2 Analysis of roles and responsibilities of marketing in context of marketing environment
and interrelation of marketing department with other department of organisation ...................2
TASK 2............................................................................................................................................4
P3 Implementation of marketing mix in context of the organisation..........................................4
TASK 3............................................................................................................................................6
P4 Produce and evaluate a basic marketing plan for organisation..............................................6
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10
1

INTRODUCTION
Marketing can be defined as combination of different activities that are undertaken by an
organisation to promote their products or services in the market. It includes advertising,
delivering and selling of their products for B to B and B to C marketing. It is essential for every
organisation to implement marketing as it helps them to attract more customers which results in
increasing the sale of their products. The organisation chosen for this present assignment is
Burberry which is operating their clothing and cosmetic industry. It is the luxury brand of UK
that contain experience of more than a century to operate their business (Pike, 2016). In this
report inter-relation of marketing with other departments along with its nature will be covered in
this report. At last marketing plan is prepared and discuss in this report within circumstance to
launch new product.
TASK 1
P1 Roles and responsibilities of the marketing function
Marketing is the major pillar of the organisation which helps them to expand their
business at global level by increasing the demand of their products among customers. For this
they need to prepare effective strategy therefore several types of roles and responsibilities are
performed by Burberry. Some of them are mention as follow which helps them to attain their
goals easily.
Gathering and analysing market information- The major role of marketing is to gather
the relevant and necessary information through organising different surveys that helps them to
analysis the needs of market. In this the marketers tried to realize that what is preferred by
customers in order to fulfil their need (Brooks and Simkin, 2012). In context of Burberry it helps
them to decide the price, location, quantity etc. to sale their product in the organisation.
Product design and development- To design a product marketing department play an
important role in the organisation that is related with the quality and meaning of their product. It
includes size, shape, design and packing to enhance the attraction of customer towards product.
Along with this it is also important for Burberry because it helps them to target their customers
through making effective strategy.

Branding- It is the major role of marketing to increase the brand of their organisation
because it helps them differentiate their products from other organisation. Like in context of
Burberry this role of marketing perform cruical role due to it is easy for them to formulate
unique elements in organisation to develop their products in the market.
Listening to customer needs- In order to formulate effective strategy an organisation
need to interact with customers or clients to predict out their needs. So it is the responsibility of
marketing department to formulate effective channels to communicate with the customers.
Example- Burberry develops two methods to interact with their customers one is of internal form
which includes surveys, strategy for product etc. and other is outside the organisation that relates
with direct communication channel for the organisation.
Development of effective tools for organisation- It is essential for marketing
department to regular update their products and information that helps them to attract their as
they manufacture their product according to the trend and opportunities for the market. Burberry
is operating their business at global level therefore they develop product management tools that
help to make effective strategy like analytical tools is used by them to determine the success
about their products. Moreover it also helps them to develop and provide their products at global
level through marketing their products on all platforms either they are digital or traditional.
Innovate- In present scenario there are regular changes in the market and all types of
industries because of high competition. In order to sustain for longer period in the organisation
Burberry adopted new technology which helps them to update their products through brining
regular innovation in their products (Mueller and et. al., 2015).
P2 Analysis of roles and responsibilities of marketing in context of marketing environment and
interrelation of marketing department with other department of organisation
Marketing management refer to the process of executing the plans and concepts of
organisation in order to formulate significant marketing strategy for the organisation. It includes
pricing, promotion, sales and distribution to enhance their market area and to target more number
of customers.
Market strategies- It is important role of marketing to depicts the marketing strategies
and development of new concepts for their organisation. It is important for managers to identify
the needs, demand and requirements of their customers so they provide products and services to
them with in minimum period. Further it also helps them to maintain the balance between market
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trend and the organisational objective for the organisation through modifying their strategies
according to external environment of organisation.
Marketing information system- This function is also known as MIS and the major
function of this is to generate information by covering all aspects such as products planning,
controlling etc. Example- Burberry uses management information system on regular basis as it
helps them to distribute their resources effectively between all the departments of the
organisation through determining their current level of resources (Baker and Magnini, 2016).
Monitoring of marketing environment- Process of marketing play an essential role for
exploring the different opportunities that exists in the environment. Changes that are managed by
organisation helps them to generate creative response to enhance the productivity of their
services or products. This new development includes present marketing trends, socio-economical
factors that take place because of external environment in the organisation.
Market segmentation- In today world all the business houses and industries are
competing with each other at the multi-national level. Due to this all the market becomes very
volatile thus each organisation requires to make corrective decisions that helps them to retain in
market for longer period. Like in context of Burberry management segment their market in
accurate way so they perform their marketing activities in systematic manner in the market.
Brand equity- Consumers are more focused for the brand as they provide more value in
their products. Organisation which recognise them with name of particular brand are more
developed. Along with this it also helps them to establish them as strong brand in market.
Burberry generates brand equity in overall world by considering research to enhance the
knowledge about environment (Mihart, 2012).
Thus by conducting all necessary aspects it is easy for organisation to increase their
strength through which they become first mover advantage to accomplish the different
opportunities that are present in the market. Their are some benefits are present in market that
helps them to generate positive environment in the organisation. Like effective strategies helps
them to bring more cover large market area through promoting their goods or services among
overall world. Moreover it is also beneficial for organisation to generate goals according to the
marketing environment which helps them to build positive points for the organisation such as
strong finance, effective decision-making and relevant market information in order to increase
the profits for the organisation. Similarly the importance of marketing department is with finance
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department like Marketing team analysis that to attract more customers they need to provide
discount. So for this they need to interact with finance department to analysis that how much
probability is present in Burberry to offer discount to customers.
TASK 2
P3 Implementation of marketing mix in context of the organisation
Marketing mix simply means putting right product at the right place, at the right time and
at the right price. It refers to the set of activity or tactics that a organisation uses to promote its
brand name or product in the marketplace (Nirschl and Steinberg, 2018). In marketing mix
includes 7 P's that are product, price, place, promotion, people , process, physical evidence
through which we compare two companies Burberry and zara that how they execute these
elements.
Product :- product is physical item or a service that satisfies a needs and wants of the customer.
Any product is designed according to the taste and preference of the customer.
Price:- price refers to the sum of value is charged while buying and selling of any commodity. In
this includes all decision related to the pricing strategies.
Place :- Place refers to where a company sell its products or where company make available all
its products to the customers so that they purchase easily according to their need.
Promotion :-promotion includes use of promotional strategies, advertising to aware about their
products and maintain public relation. Promoting a product shows consumers that why they need
to buy this product and how much they need to pay for it.
People :- people refers to the force and salesperson who are working in your organisation,
including yourself. It is the model represent the consultants , employees, freelancer who provide
service to the customer (Purvis, 2015).
Process :- the processes involved in providing product and services to the customer. In simple
meaning process meaning what procedure are used when producing goods and services and
providing them to the customers.
Physical evidence:- physical evidence means to everything that customers see while interacting
with your enterprise. The location of service delivery also play a important part because
attractiveness of service location may make a lot of variation.
Basis Burberry Zara
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product Burberry is a luxury fashion house
that mainly focuses on fashion
accessories,ready to wear
outwear,trench coat, fragrances,
cosmetics and sunglasses. Special
attention has been given by this
company is to cloth and details. It
main focuses on the women wear
because half of income make from it.
Zara is popular fashion clothing brand.
The major strength of Zara is that it is
able to react very speedily to the
changing taste of customers. This
company make available its new styles
on the sales stores within two weeks
and if products is not selling in outlet
then instantly pulled from the outlet.
Price Burberry follow premium pricing
strategy as all products are luxurious
with innovative design, the pricing of
products has to be premium because
Burberry target high class people
where price does not matter.
The concept of Zara is to provide its
products at reasonable rate so for
customer its quite affordable
reasonable. Some Zara stores are very
premium whereas other are very
affordable but mostly Zara has a
premium pricing strategy.
Place Burberry stores are situated in a five
hundred location in all over world.
The products of Burberry are sold by
global franchises and branded stores
and through third party dealer. The
location of stores are decided by
proper research so that premium
customer can easily reach.
Zara design, manufactures and
distributes the products itself. In fact,
only 10% stores of Zara are joint
ventures of franchises other 90% is
owned by the company. Its stores are
located in more then 30 countries and
expansion going on.
promotion Promotional activities have always
been a important of Burberry. High
class publication or magazines have
been chosen so that ads can be set in
them and the visual media has been
used to launch and high spot their
Zara has a different marketing policy
that is “zero investment in marketing”.
The company not spending its money
on advertising it heavily relies on the
word of mouth advertising technique.
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product.
People Proper training is provided to the
people working in the organisation so
that they perform their task more
effectively. It also provide incentives
to its sales department tor meeting
targets.
Zara motivates the customer towards
achieving their goals and also provide
such training that enhance their
knowledge and capabilities that is
important to perform their duties more
effectively.
Process Burberry make sure that its products
are always available at their stores
where retailer can notify when the
products level is low then Burberry
provide them more. And also it has
online delivery process where whole
information product is provided to the
customer from order received to order
delivered.
The uniqueness of Zara products
makes it great brand because it
manufacture more than 500 new
design in a month. And it also
maintain well design products in
showrooms and outlets which are
located in high profile location that
also increases sales .
Physical
evidence
Company sells its product with
attractive colour packaging which is
easily acknowledgeable on retail
stores. Also company has online
website where customer can view its
products in high resolution image.
The verity of choice availability and
the friendly nature towards customer
make Zara products more demanding.
Verity of product in good location also
attracts customers.
TASK 3
P4 Produce and evaluate a basic marketing plan for organisation
Burberry is the multi-national organisation which is operating their business at global
level. They provide large range of products to their customers which involves perfumes,
cosmetic, clothing and accessories (Clow and James, 2014). Now in present market conditions
there is regular increase in the competition of market so Burberry decided to launch their new
product for retaining at top position of market. As Burberry is luxury brand so they offer
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expensive clothes in market but to increase their market share management launch street style
clothing which help to target new segment in order to attract more customers.
Marketing plan- It is the detailed study of the new product through which an
organisation launch their product in the market (Papasolomou and Melanthiou, 2012). This
includes the whole process through from purchasing the raw material to the sale of products. In
context of Burberry they conduct whole research by covering all aspects that are essential to
manufacture new products. Burberry marketing plan develops in order to make proper
understanding of market. It results that they decided to launch their new product in clothing
segment the whole details relates to that plan are mention as follow:
Company background- Burberry is the luxury brand of British which was established in
the year 1856. Thomas Burberry founded the organisation as outdoor attire which offers large
variety of goods to their customers. After several years organisation decided to launch their
product into different segments. This helps them to established Burberry as luxury brand of UK.
The headquarter of Burberry is situated in London from which management control all the
activities of their organisation.
Executive summary- Burberry is expanding their business among overall world they
play major role for supporting the economic condition of market. It governs that they provide
different opportunities in market to complete their goals therefore organisation decided to modify
some changes that bring positive results from the performed activities. Moreover some changes
are adopted that bring more efficiency in products for organisation that assist Burberry to launch
their new product in the market (Lipsman and et. al., 2012). It is a risky approach for the
organisation therefore management decided to launch their products through approach in
market. It helps them to target new customers along with this to enter into new market through
implementing diversification strategy in order to launch their product.
Mission- The mission of Burberry is to expand their business in overall world and to
provide inferior quality goods in the market. Along with this to create loyal customer for the
organisation.
Vision- Burberry vision is to make benefits for the organisation and customers and to
develops positive relationship with its stakeholders. In order to grow together that committed for
everyone success.
Objective- Burberry decided smart objective in order to develop their new product.
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 The objective of Burberry is to cover all segments of market by providing wide range of
clothes in the market.
 Management decided to cover more than 50% of the market as they are operating their
business from more than one century of years (McDaniel Lamb and Hair, 2012).
 To attain their goals management develop effective strategy with the helps of expert that
helps to adopt essential changes according to market conditions.
STP- This term stands for the segmentation, targeting and positioning for the product in
the market.
 In context of Street style clothing management decided to segment their products for all.
It includes children, youth, middle age as well as old age people for the organisation.
 The specific target of Burberry is the youth as they prefer style product to purchase. So
for this they manufacture attractive clothes in order to gain attention of youngster.
 Management of Burberry decided to position their new products among all stores and
online platforms so it is easy for consumer to reach out their products within minimum
time period.
Marketing mix- For the new product Burberry decided to develop effective marketing
mix for the organisation. Some of this points are mention as follow:
 Product- In context of new product management of Burberry introduces unique style of
clothes to cover new market segment.
 Price- The prices decided for new product is affordable because it is developed basically
to cover all segments (Zikmund and Babin, 2012).
 Place- Burberry decided to provide new clothing style in among the centres stores so it
easy for customer to approach new products.
 Promotion- Brand name of Burberry is well recognised so they implement word of
mouth technique to promote their product in the market.
 Process- It refers to the process by which an organisation produces their goods. Like for
Burberry they depend on the automated machine to promote their products.
 People- At the time of launching new product people are essential factor for organisation
because their activities are directly related with the organisation factors.
 Physical evidence- Burberry develops their new product and promote them effectively
in the market through executing updated technology. It results that whenever purchaser
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thought about clothes. Burberry become the first priority for them as compare to
competitors.
SWOT analysis of Burberry
Strength
 Burberry experience helps them to
develop iconic fashion through
launching its new clothing line. They established them as the luxury
brand that attract large number of
customers whenever they launch a new
product.
Weaknesses
 Burberry prices are high as compare to
others products due to which there is
loophole is generated among
customers.
 Company is not able to develop large
number of product line for their
customers as comparing to other
customers.
Opportunities
 In UK the lifestyle of individual are
changing day by day due to which new
opportunities are opens in market. By expanding its product line
organisation offer to set new way of
opportunities within in specified time
period.
Threats
 Their is high competition in the market
like Gucci, Louis, Prada etc. are giving
tough competition in maket.
 Regular changes in the life and clothing
style of customers create difficulty in
the organisation to predict the demand
of customers.
CONCLUSION
It is stated form the above report that marketing plays crucial role in the organisation that
helps them to promote and advertise their products in the market. Along with these it also
increases the sale of their products by influencing the customers for their products. In order to
sustain for longer period in industry marketing play crucial role that helps to predict the
environment due to which essential changes are adopted by management in order to formulate
effective strategy for the organisation. At last marketing plan is developed to enhance the
promotion of new product in the market to achieve more success for the organisation.
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