Burberry: Marketing Mix Application and Marketing Plan Production

This report provides an analysis of Burberry's marketing strategies, focusing on the application of the marketing mix to achieve business objectives and the creation of a basic marketing plan. It begins with an introduction to marketing concepts and Burberry as a multinational luxury fashion brand. The report compares Burberry's marketing mix elements (product, price, place, promotion, people, process, and physical evidence) with those of PRADA, highlighting differences in their approaches. Furthermore, it outlines a marketing plan for Burberry, including a company overview, vision, mission, objectives, STP model (segmentation, targeting, positioning), marketing mix strategies, financial budget, and an evaluation plan incorporating sales analysis. The report suggests the introduction of a Vegan British Rose Perfume range to enhance the brand's market position and increase profitability.

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................2
COVERED IN PPT.....................................................................................................................2
TASK 2............................................................................................................................................8
P3 Compare ways in which different organisation apply marketing mix to achieve business
objectives....................................................................................................................................8
TASK 3..........................................................................................................................................11
P4 Produce a basic marketing plan for an organisation............................................................11
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................16

INTRODUCTION
Marketing refers to an essential term which is used the outcomes to studying the short
term and long term demands in the market. It is basically a set of activity that is helpful to make
a connectivity between the customers and the organisation. In this firm will working for
satisfying the needs of the customers and take the competitive advantage for longer sustainability
in the marketplace. This project report is based on the Burberry that is the largest British
multinational luxury fashion outlet headquartered in the London, UK. The company deals in
varieties of the range that are ready to wear including the leather goods, perfumes, foot wear,
home ware, jewellery accessories, beauty products etc. Burberry mainly famous for their
fragrances. This project involves the major responsibilities and their work of the marketing
function that helps in gaining the higher profits and enhancing the image of the brand in the
marketplace. Further this study also explains the interrelationship of various department with the
marketing department so that work can be done smoothly. It also helps in showing the
comparison with the help of elements of the marketing mix so that company easily achieve its
objectives and sustain in the marketplace for a longer period of time. At last build a marketing
plan that helps in gaining the higher profits and beating the competitors in the market by
maintaining a strong brand position in the marketplace(Akbar, Omar and Wadood, 2017).
1

TASK 1
COVERED IN PPT
2

3

4

5

6

7

TASK 2
P3 Compare ways in which different organisation apply marketing mix to achieve business
objectives
Marketing mix- It refers to the framework that reflects the actions and tactics of the
organisations that is helpful for promoting the brand and goods and services of the business firm
in the marketplace. In case of Burberry, manager can enhance their brand image for their they
need to make a comparison table of marketing elements so that effective decisions can be taken
by them for longer sustainability of the organisation. The elements of the marketing mix can be
elaborated below(Baker and Magnini, 2016).
Basis Burberry PRADA
Product It is one of the famous fashion
company in UK that deals in
varieties of products such as
fragrances, maquillage,
clothing for all age group
people like men, women,
PRADA is one of the
sophisticated luxury brand that
sales the several range of
goods such as home products,
eye wear, clothing for men,
women and kids, perfumes,
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children etc. in this fragrances
and accessories are the best
level products of the Burberry
for the very first customers
who are new to the company.
There trench coats majorly
covers the large market share.
bags, watches, cosmetics,
accessories etc(Piñeiro-Otero
and Martínez-Rolán, 2016).
Price Burberry adopted the premium
pricing strategy for their
products. As they sells the
unique and quality products to
their customer due to which
they cannot face the major
competitors on the basis of
price in the market.
Fluctuation in the pricing of
the goods and services will
dilute the image of the brand
in the eyes of the customers. It
very essential to maintains
their high price for their high
elite customers helps the brand
to attracts and retain the
customers for a longer period
of time(Pike, 2016).
It is the high class brand that
follows the premium pricing
policy for their products. There
is no comparison in the market
on the basis of pricing because
they show their luxury in the
quality and the fineness of the
sunglasses, cap etc.
Place Burberry is the largest fashion
house British organisation and
has its presence around 50
countries having the 475
stores. There outlets are
PRADA is the largest brand
that matches the luxury
essence of their brand in the
market. It can designed their
flagship stores in all over the
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located in the highly crowd
area where rich people are
arrived most of the time. Now
they sell their product through
online media in all over the
world so that large number of
customers get attracted
towards it.
globe i.e. Australia, Indonesia,
Hong Kong, UAE, USA etc.
they also show their online
presence with their official
websites where people can buy
the products and enjoy the
goodness and luxury by
maintaining the status quo.
Promotion This strategy is an effective
element that helps in attracting
the large number of customers
towards the brand. As
Burberry mainly focus on their
marketing activities because it
is very essential for the apparel
firms. In this company follows
the traditional and digital
marketing such as TV,
magazines, print ads, social
media, billboards etc. to
promote their goods and
services. By using the
promotional strategy Burberry
can connect with the
customers and communicates
their product information to
the wide range of customers
effectively.
PRADA is following both
tranditional and digital
meidum to promote their
products and services. As it
mainly ficus on the innovation
and creativity in their offerings
this will helps in attracting the
large base of customers within
a small period of time. This
will only targets the high elite
customers in which younger
generations are the main
target(Rancati, Gordini and
Capatina, 2016).
People In this Burberry can provide
the proper training to their
In PRADA their suppliers are
playing an essential role
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