Marketing Report: Analyzing Burberry's Strategies and Marketing Plan

This report provides a comprehensive analysis of Burberry's marketing strategies, focusing on the roles and responsibilities of the marketing department within the organization and in relation to the broader market environment. It examines how Burberry utilizes marketing to achieve its business objectives, including customer satisfaction, social media management, and competitive analysis. The report delves into the application of the marketing mix (product, price, place, promotion, people, process, and physical evidence) and compares Burberry's strategies with those of its competitor, Christian Dior. Furthermore, it outlines the formulation of a basic marketing plan designed to help organizations achieve their goals. The report also explores the relationship between the marketing department and other departments within Burberry, such as production, finance, and sales, highlighting the importance of integrated strategies for overall business success.

Marketing Essentials

Contents
INTRODUCTION...........................................................................................................................1
Activity 1.........................................................................................................................................1
1: Different roles and responsibilities performed by the Marketing department of Burberry.....1
2: Roles of responsibilities of marketing in the context of market environment.........................2
3: Explain how roles and responsibilities of marketing relate to the wider organizational
context..........................................................................................................................................3
ACTIVITY 2...................................................................................................................................4
1: Application of marketing mix to achieve business objectives along with comparison with
competition..................................................................................................................................4
Tactics applied by Burberry to achieve organisational goals and objectives..............................7
2: Formulation of basic marketing plan for an organisation........................................................8
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing plays an important and crucial role for an organization in form of increasing
sales and revenue, customer base and market reach. It not only focusing on sales of company but
also maintain healthy relationship with the loyal customers. Marketing is directed and governed
by both internal and external factors which generally influences the working of an organization
and marketing plans. The present assignment report is based on Burberry which is engaged in
providing multiple range of products such as fashionable clothing, cosmetic items, fragrances
and many more. It was established in the year 1856 and having headquartered in UK. The project
discusses the roles and responsibilities of marketing department along with the roles of
marketing in the context with market environment. In addition with this, the project also includes
marketing mix of two organizations in order to update their current marketing plans and
strategies. Marketing plan is also produced under this report which assist an organization in
achieving its desired goals and objectives.
Activity 1
1: Different roles and responsibilities performed by the Marketing department of Burberry
Marketing department of every organisation plays a very important role in improving the
business. As it helps in increasing the sale of the organisation by coordinating and managing
various task and activities in the coordinated manner. Marketing will directly help in improving
relationship of customer's with the company.
Customer satisfaction – The marketing branch which performs the very important role
is customer satisfaction. The first priority is to keep the buyer happy because buyer is considered
as the king of market. Burberry is created the demand for the offered product by surveys and the
another promotional activities. It satisfied the customers at it’s maximum level. In order to
increase the sales it is necessary to find out the desire and expectations of buyer and delivering
the same product (Ahrens, 2011).
Monitoring and managing social media – For introducing the new products it is
important to choose the best platform for promotion in this digitized business world. For
increasing the reach to maximum number of customers and to get the competitive advantage over
other brands like Burger king and other, it is necessary to select promotional tool such as media
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marketing. It selects the best appropriate decision regarding the promotion of products after
considering and evaluating the alternatives which are available with in the organization.
Track Trends and monitor competition – There are very close substitutes in the market
which are offered by the competitors of Burberry as it has huge range of competitors. Hence to
monitor the strategies and operations of other competitive brands it is very important to keep
maintaining the competitive advantage. To maintain the good position by the brand in the same
field the advertising and marketing division sees that the other departments of the same
organization are working with the latest market trends or not (Berkowitz, 2016)
Manage marketing budget – There are lot of external factors which affect the business,
as business surroundings are changeable by nature. Keeping in mind the possible change that
may take place in the coming time the marketing department does the analysis of present
situation and this analysis helps in preparing the long term budget. By this way the chances of
establishing or making a successful budget increases and hence according to budget the
arrangements of funds are made so that chances of unavailability of funds can be eliminated.
Defining strategic marketing plan – Effective marketing plan is necessary to achieve the
heights in business and the most cost-effective strategies are those that are planned for the long
term. For these strategies marketing department of a particular enterprise form a document
setting out the objectives to be achieved in the following months; actions that are to be
undertaken; the strengths of the company; competition and the target markets. Further the
marketing department correlate or align these strategic plans with other departments' plans of
that organization and with company’s strategic plan (Berkowitz, 2016)
2: Roles of responsibilities of marketing in the context of market environment
Marketing environment is described as the procedure of planning and execution of
different concepts of marketing which includes pricing, promotion, distribution etc. Through
this, the company targeted their customers and retain them with company for longer period of
time. There are major roles of marketing that are related with the marketing environment some of
which are described as under:
Market strategies: The primary role of marketing is the developing of marketing plans and
strategies through which an organization able to identify the needs and preferences of customers
and provide products and services accordingly. It assist in maintain balancing between
organizational goals and opportunities of market.
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Marketing information system: MIS assist in providing sufficient information about the
company’s product, planning, employees’ performance etc. which enable marketing manger to
implement and control of marketing strategies in desired way. For an instance, MIS depicts the
information related with the logistics on a real time basis which assist in distributing network
work effectively (Brooks and Simkin, 2012).
Monitoring of market environment: The marketing process plays a crucial role in
identifying new development in the marketing environment which drives company to develop
their existing products and services so as to achieve huge sustainability in competitive market.
New development includes market trends, social factors, political and economic fluctuations etc.
Marketing research: Conducting market research is an important role of marketing as their
functions and its effectiveness are very much depend on the current trends and needs in the
market. For example, increasing demand of organic face cream product motivates Burberry to
launch product in order to increase its sales and revenue.
Brand Equity: Marketing builds brand equity and image of company in competitive
market through influencing the interest and buying behavior of targeted customers using
promotional tools such as TV advertisements, social media marketing etc. It makes direct impact
on the existing brand value of company which can easily influence the new customers as well
(Cabrera and Williams, 2014)
3: Explain how roles and responsibilities of marketing relate to the wider organizational context
Burberry have many departments as Burberry is a huge organisation and each department
is responsible for their particular area of concern . Though each department of organization
performs different role but these departments have direct relation with company’s marketing
department. In carrying out its operations with more efficiency it helps the other sections as well.
In the wider organisation context the relation of marketing is discussed below:
Marketing versus production – In maintaining continuity in supply and to save storage
cost of business the production of right quantity and quality has the great importance. The
communication of possible demand for the products of Burberry is done by marketing
department after studying the external trends. According to that the department of production
carry out its operations and it does not go out of stock the production department conforms that
the production department needs to be provided the knowledge regarding the latest products
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coming in the market to compete with them. Marketing department performs these all activities
hence this way it helps to take the business next level.
Marketing versus finance – Controlling the all expenses of firm is very important as it
effects directly the profitability of business. To carry out the day to day operations there many
options available in market through which fund can be raised. To get best returns on
investments the marketing department helps the finance department in taking fund raising
decision. And also for the future expenses which may occur in coming time, estimated through
the market survey and accordingly to make the arrangements these are communicated to
department of finance in the organisation. The budget has higher chances of being implemented
for a particular year if it is made with effective coordination of both marketing and finance
department (Clow and James, 2013)
Marketing versus sales – Either it is Burberry or any other enterprise selling is the most
crucial activity. Maximum volume of sales can be made but it is important that the planning
regarding sales is done in appropriate manner. The marketing department plays vital role when
there are various options available with the firm to market its products in the market. To cover
maximum market share marketing department ensures that using an effective marketing tool
products can be introduced. It ensures that in finding the brand and to get easily access the
customers are not facing any difficulty. For evaluating the situation of non-availability of product
the possible sales are predicted in advance to get help.
ACTIVITY 2
1: Application of marketing mix to achieve business objectives along with comparison with
competition
Marketing mix defined as course of actions or tactics which is adopted by an organisation
to promote its brand or product/services in the market. It consists of seven main elements which
includes product, price, place, promotion, people, process and physical evidence (Daniel, 2011)
This will update the company about their existing offerings and strategies which enable them to
make relevant changes so as to compete with their rivals in competitive environment. For this,
Burberry need to compare its own marketing mix with its rivals' marketing mix so as to analyse
their current market position. Christian Dior, a European organisation which is engaged in
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similar sector of Burberry provides tough competition to each other. Here the comparison of
marketing mix of both companies:
Elements Burberry Christian Dior
Product Burberry is engaged in selling
wide range of fashionable and
luxurious products such as
accessories. Clothing,
cosmetics, fragrances and
many more. It gets
appreciations due to their
different designs and exquisite
materials. For example, Tartan
Pattern is unique design which
is designed by founder of
company.
Dior deals in wide range of
products such as leather goods,
fashion accessories,
timepieces, fragrances, skin
care products and many more.
Miss Dior and Poison are most
popular fragrances made for
women and Sauvage, Jules and
Higher cater to men's taste.
Price All the products offered by
Burberry are luxurious with
having innovative designs due
to which the company charged
premium price for those who
prefer quality over price.
The company has products for
high-class and high income
group due to providing quality
and exclusive creation. Dior
adopts premium pricing policy
for its products as they
developed relationship based
on trust with its customers
(Marketing Mix, 2017)
Place There are over 500 locations
all around the world where
Burberry stores are exist.
They sell their products
through global franchises and
branded stores along with third
Dior's products are available in
nearly two hundred and ten
locations in the world. Their
franchise stores located at
prime locations in different
cities such as New York,
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party dealers. Coordinating
with their stores with efficient
and latest technology makes
easy for company to reach its
products and services to the
final customers.
London, Tokyo, Beijing and
Paris. The company believes in
direct selling and has a
network of the efficient
workforce that are more
trained, capable and offer
professional services.
Promotion High-class magazines in which
ads has been placed and also
visual media has been utilised
to launch and highlight their
offerings in the market. At
current, the company add
“Romeo Beckham” in their
Festive campaign which brings
huge sales and revenue for
company.
Dior is all about trust and
relationship, The company
provides rewards to their loyal
customers by sending them
latest news about its products
through e-mail or mail. Ziyi
Zhang, Blake Lively and
Madonna are some celebrities
who promotes their brand in
market.
People The employees working in
Burberry has been trained in
persuasive techniques along
with having skills of treating
its customers according to
their preferences. For example,
In Burberry stores the staff are
more helpful in answering
questions or helping their
customers to decide which
produce is most suitable for
them (Desai, 2013)
The employees working in an
organisation are more skilled
and knowledgeable about
unique designs and adoption of
most influencing promotional
techniques such as social
media etc.
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Process Burberry has various installed
systems which facilitate
retailers to identify the level of
inventory at current time with
company. This ensures about
sufficient availability of
products to the targeted
customers. Burberry also using
online delivery process to
reach their product to
maximum number of people
located in different locations.
It includes packaging of
products which are also linked
to brand image as if the
packaging is attractive then it
makes positive impact on the
brand image of company. Dior
has well packaging for its
perfume products which grabs
an attention of maximum
number of customers.
Physical evidence Burberry sells its items in a
different colour packaging that
can easily identifiable or retail
shelves. Along with this,
Burberry has an online website
that is user-friendly and allows
its customers to view its
products in HD quality from
various angles.
The company has adopted
various ways of showing
physical evidence including
buildings and layouts. It
influences the interest and
buying behaviour of customers
in favourable way.
Tactics applied by Burberry to achieve organisational goals and objectives
Burberry is operated at global level and having a strong presence in market thus they
adopts various tactics to achieve desired organisational goals and objectives. Such tactics
includes segmentation of market through which the company can easily target the needs and
requirements of its loyal customers. Here are the process of market segmentation of Burberry:
Identifying the market who prefer to buy company’s products and services for example, youths
who mainly prefer to buy cosmetic products (Hsu, 2011)
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 Identifying and evaluating the needs and requirements of targeted customers.
 Positioning strategies of company is developed and implemented.
 Evaluation and feedback process of segmentation is done.
2: Formulation of basic marketing plan for an organisation
The marketing plan is an integral plan. For the coming year the marketing and advertising
activities which are taken by the management are defined in marketing plan as it works like a
blue print.
Overview of company:
Burberry is the taken company for this report which is providing a wide range of fashion
products to the customers such as fashion accessories, clothes, fragrances, etc. The headquarter
of the company is in United Kingdom. The brand image of the company is good in the market
place as the firm is focusing on the innovative ways for improving the business operations and
functions. The main focus of the company is to satisfy the needs and requirements of the
customers by providing their products accordingly. For the satisfaction of customers in terms of
need and demand, company is planning to launch their new product i.e. Organic face Cream.
This product is developed by the company in order to fulfil the needs and requirements of the
customers as they are getting more concerned on their skin and its issues (Jones and Rowley,
2011). As a result of this, the customers are shifting their focus towards the organic and healthy
herbal products. This new product is focused on the middle and high income class people as they
can easily purchase the products due to their income level.
SWOT and PESTEL of the business:
Strength Weakness
Burberry is operating in the market from a long
period of time i.e. more than a century.
Company has strong supply chain consist of
whole-seller, retailer etc. Also the company
has a huge product portfolio which include
clothes, perfumes etc. which are used by the
customers from all over the world.
Company has more than 500+ stores which
Burberry is facing fierce competition from the
competitors such as H&M, Zara etc. The prices
of Burberry are high than the competitors.
The product of the company is purchased by
upper section of society as they are expensive.
The company also has the low market share
due to serving only the upper class of the
market.
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are operated in more than 50 countries. This
has developed a good brand image of the
company in the eyes of customers.
Opportunities Threats
Burberry is merging with various other firms
in order to improve the demand of their
products as well as to increase the market share
by expanding the business operations.
Company is focusing on marketing and
advertising for gaining more growth and profit
as the customers are attracting towards the
herbal and organic products.
Burberry is also introducing the selling of their
products on E-commerce platform.
Company is facing competition from
competitors such as Prada, Zara, Gucci etc.
Consumer has high bargaining power due to
which they are switching towards other
company as they are providing low cost
products to them with a good quality.
The firms has stores through out the world due
to which the delivery of the products can be
delayed sometimes.
PESTLE of Burberry
Political factor: Burberry is operating its business in different nations whose rules and
regulations framed by the government are different. This will cause difficulties towards an
organisation to understand the rules and regulations and comply with the same which affect their
sustainability and profitability. As Burberry is introducing its new product in UK due to which
the government may favour their production through giving some relaxation in tax rates.
Economical factor: It refers to the fluctuations in the growth of an economy which
directly makes huge impact on the purchasing power of people. The economy of UK is
continuously grow from last consecutive years due to which it may bring profitable result to
Burberry in terms of increasing their sales and revenue (Katengeza, Okello and Jambo, 2011)
Social factor: It refers to the social and cultural factors who makes direct impact on the
interest and buying behaviour of customers. In UK, both male and female prefer to look nice by
using cosmetic products on daily basis. Thus, introducing Organic face cream product in
different cities of UK brings positive result to company.
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Technological factor: Achieving huge sustainability for new product introduced by
Burberry can be possible only if the management have enough knowledge about using advanced
technologies to promote their products into market. For example, using digital platform such as
social media, TV advertisement etc. to promote their Organic face cream product hugely
influences the interest and buying behaviour of customers in favourable manner.
Marketing objectives for new business plan
Whenever an organisation introducing something new into the market, some objective are
there which are trying to achieve within limited time period. In the case of Burberry, the main
objective of introducing “Organic Face cream” product in the market are given as under:
Specific: The specific aim of Burberry is to achieve huge customer base in order to gain
sustainability in competitive market.
Measurable: About 10% increment in existing customer base has been targeted.
Achievable: It can be achieved through providing training and development programs to
the marketing employees so that desired contribution from them can be gained.
Relevancy: It facilitate Burberry in gaining strong market position among their rivals
engaged in same sector.
Time Bound: Specific target should be achieved within 6 months from the launching of
new product into the market.
STP for business
Segmentation: It refers to the segmentation of market on the basis of common taste and
preferences. For example, segmented population between men and women on the basis of their
consumption. Burberry is launching “Organic cream product” due to which demographic
segmentation should be targeted as present time male society also uses more cosmetic products.
The other target market is psychological segmentation as the people who wants to get comfort
life-style to look good, charming personality etc. Therefore, these two market segmentations
should mainly targeted by Burberry in order to achieve huge sustainability of its new product
within less time period (Lamb, Hair and McDaniel, 2011).
Targeting: It is the process to select one particular group of people from the entire
population. The company launches new organic face cream product thus the management need to
target youth as they are more sensitive in terms of care for their skin, colour, beauty, smell etc.
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