Marketing Function and Strategies for Burberry's Product Launch

This report provides a comprehensive analysis of Burberry's marketing function and strategies. It begins with an introduction to marketing essentials and the role of marketing in enhancing product value. The report then delves into the marketing mix, comparing Burberry's strategies with those of Blackberry. It further examines Burberry's marketing plan, including the launch of a new sports car, and provides a company background, mission, vision, and objectives. An STP analysis (Segmentation, Targeting, and Positioning) is conducted, followed by a SWOT analysis. The report includes a detailed marketing budget and discusses monitoring and controlling methods to evaluate the effectiveness of the marketing plan. The conclusion emphasizes the importance of marketing for business success. The report references key marketing concepts and provides insights into Burberry's approach to brand promotion and market share acquisition. It also includes a marketing budget analysis over five years.

Marketing
TASK 2

Introduction
This presentation introduces the marketing function of the organization and
also its essentials. Not only that, this report depicts the effective marketing
strategies which should adopted by the organization in order to perform
marketing effectively.

Overview of Report
Role of marketing function mainly centralised around enhancing value of
products and services among competitive business environment. the report
describes the concept of Marketing essentials, that is related to creating,
promoting and delivering of goods that are manufactured for the purpose
of customers. It is responsibility to create value proposition by adopting
healthy

Comparison of ways to use the
elements of marketing mix
Marketing mix is the technique used by organizations to prepare an effective
and efficient marketing plan. It is the set of methods and techniques which is
useful for organization like Burberry (U.K) in context of promotion of their
products with their brand, therefore it is a crucial element in marketing.
There are five components are involved in marketing mix. These are
product, price, place, promotion, physical evidence, process and people.

Comparison of Marketing mix of Burberry
(U.K) and Black berry
Marketing mix Burberry Black Berry
Product Throughout the world Burberry (U.K) is
famous for classic designed and quality
clothes manufacturing. It has a broad range
of clothes in both men and women
wearing.
Across the whole world Blackberry is
famous and manufactures amazing
designing and quality standards clothing.
Price This Organization follows the cost
leadership strategy for business. Top level
authority of the Burberry prepares the best
pricing strategy.
This Organization also follows the cost
leadership strategy in order to deal with
competitive business environment.
Objective of the company of attaining
high profits is achieved with the help of
this element because it sets price to the
products according to preference of
clients.

Evaluation tactics applied by the
organizations
The marketing tactics help the organization in order to achieve the desired
objectives. As it is evaluated that company achieved its target of maintaining
value proposition by applying marketing mix with in the business
environment. With the help of marketing mix organization be able to
understand the perspective of customers more clearly and made plans
accordingly.

Marketing plan
Marketing plan is an important element of a business plan. It is a short
summary which shows business marketing and advertising for the future. A
plan helps in performing the activities in the most appropriate manner or in a
systematic way. The main aim of the marketing plan is to determine all
future activities of the Organization for ascertaining the sales as well as
revenues. Burberry is going to launch itself in automobile sector by
introducing new sport cars in market.

Company background
Burberry (U.K) is a brand of fashionable and quality clothes found in
1940 and operated from the headquarters situated in London (U.K). It is
the leading brand in fashion throughout the entire world. It provides
varieties of men’s as well as women’s clothing in present time.The
Burberry (U.K) operates the business in more than 50 countries and has
500 outlets across the world.

Overview of the company
Mission: Burberry is willing to be on the top of the industry in the
upcoming period.
Vision: Burberry have a long term vision which is to maximise its sales and
profits by offering such products to the customers that may satisfy their
needs.
Objective: Burberry is going to launch a new sports car in the market and
is willing to capture large market shares and increase profitability.

STP Analysis
Segmentation, position and targeting:The Organization has the desire to
acquire and for this they need to develop effective strategies and policies.
An STP is being conducted by Burberry in order to launch its sports car.
Segmentation: This Organization divides the population in various groups
on the basis of some common features. Burberry (U.K) carries out the
segmentation in the demographic or psycho–graphic segmentation.

Continued...
Targeting: The company determines a specific group of customers in order
to make increment in sales of the Organization. The main target of Burberry
for the sport cars is the youth of UK who get attracted towards the
Organization.
Positioning: Burberry will promote the new sports car that is going to be
launched in the market to acquire large market share.

SWOT analysis of Burberry (U.K)
 Strengths
 The main strength of company is well
established brand name that help to increase
sales.
 Burberry is consider to be one of the largest
fashion hub of UK that offer designer cloths,
cosmetic product as per the market trends.
 Company have endorsement international
celebrities to reach customer.
Weakness
 The biggest weakness for company is the
damage of brand name after football mischief.
 The positioning of company product is very
much approachable in high street.
Opportunities
 Company must focus on more endorsement that
support to expand business at worldwide.
 They can increase sales by hosting different
shows in various cities and proper promotion
that would increase brand visibility.
Threats
 Other international competitors offer high
quality product with assorted prices.
 The major threats to company is lacking of stores
in similar cities due to which sales are declining.

Marketing Budget
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 9000 9000 12000 10000 10000
Investment 5000 28000 35000 35000 18000
Total 12000 37000 47000 45000 28000
Marketing outlay
Promotion 12000 5000 8000 10000 4000
sales publicity 5000 5000 4000 6000 4000
Direct selling 5000 15000 5000 6000 4000
Total 22000 25000 17000 22000 12000

Monitoring and controlling
This method depicts various measures applied by marketing managers which
then results to examine the implementation of marketing strategies. The
benefit of controlling is that it helps management in identifying and
removing the gaps between standard and actual performance and improve
effectiveness of business activities. Managers are going to monitor the
launch appropriately so that business can be expanded.

Evaluation of marketing plan
When a marketing plan is formulated by marketers it is very important to
evaluate that the plan has worked for the Organization or not. For this purpose
monitoring and controlling two different elements are used. Managers have
monitored that the marketing plan is very attractive and it can help to attain
business goals. All the set objectives will be achieved in future with the help
of this plan.

Continued...
Under controlling process managers are required to control the activities that
may result negatively in future. Managers of Burberry have analysed such
aspects and controlled them in order to attain all the objectives
successfully. One of the main element which is required to be controlled
is price which has been controlled by managers in order to meet
expectations of customers. It has been evaluated that the marketing plan
is effective and appropriate which can help to achieve objectives.

Conclusion
It has been concluded that marketing is essential for every enterprise. It
consists in increasing the capacity of different departments which then
would help the management to develop the overall business. There are
various of different functions and roles which are performed by the
marketing executive which are crucial in order to perform the best marketing
practices in order to promote their products and brand.

References
Peltokorpi, V. and Clausen, L., 2011. Linguistic and cultural barriers to
intercultural communication in foreign subsidiaries. Asian Business &
Management. 10(4). pp.509-528.
Hutt, M. D. and Speh, T. W., 2012. Business marketing management: B2B.
Cengage learning.

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