Marketing Essentials Report: Burberry Marketing Strategies

This report provides a comprehensive analysis of Burberry's marketing strategies and concepts. It begins with an introduction to marketing, defining its role and key concepts, then delves into Burberry's marketing practices. The report examines the relationship between marketing and other business functions, emphasizing the importance of interdepartmental collaboration. A significant portion of the report is dedicated to comparing Burberry's marketing mix with that of its rival, Prada, highlighting the differences in product, price, place, and promotion strategies. Furthermore, the report culminates in the construction of a detailed marketing plan for Burberry, outlining strategic recommendations. The report concludes with a summary of findings and a list of references.

Marketing Essentials

Table of Contents
INTRODUCION..............................................................................................................................3
TASK 1............................................................................................................................................3
P1: Role of Marketing and their important concepts..............................................................3
P2: Marketing and its relationship with other business functions..........................................6
TASK 2............................................................................................................................................7
P3: Comparison of marketing mix of two rivals....................................................................7
TASK 3............................................................................................................................................9
P4: Construct a Marketing Plan..............................................................................................9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................13

INTRODUCION
Marketing is that kind of activity in which an institution and process is there for creating,
communicating, delivering and also exchanging of offerings which has value to its customers,
clients, partners and also society at large (Baines, Fill, and Page, 2013). In other words it can be
considered as studies and management of an relationship related to exchange. In such process
identifying, anticipating and also satisfying needs and wants of customer. Because marketing is
used to attract customers, it is one of the primary components of business managements and
commerce. In this assignment report we are going to talk about a UK-based organisation which
deals in selling large-scale varieties of product including various items like fashionable clothing
fragrances, accessories etc. and the name of organisation is Burberry. In this assignment report
we are going to carry out all the information of Burberry about its marketing concepts along with
its application in detail. Along with this, we will also talk about the interrelationship between
distinct departments and its significance, differentiation of marketing mix between two rivals and
marketing plan in this report.
TASK 1
P1: Role of Marketing and their important concepts
Marketing has an very important role to play as leads towards forming of relationship in
customer and its organization. This provides confidence of trying of new product in market as a
new product has entered in market.
Concept of Marketing: The Marketing concept is the strategy that firms implement to
satisfy customers’ needs, increase sales, maximize profit and beat the competition. There are
various marketing concept which are being followed by managers of Burberry:
Various Marketing Concept-
 Production Concept- The main idea of Production concept – “Consumers will favour
products that are available and highly affordable”. This concept is one of the oldest
marketing management orientation that guides sellers. For example Burberry can apply
this concept by introducing new technology and items into production house and they can
also change the way of selling their products by giving discounts which will attract the
customers. It restricts targeted customers to shift its buying behaviour to other
companies.

 Product Concept-. Such concept majorly helps an organization to focus on products and
services for targeting of customers at an very variant and available price. This reduces
production cost. For example Burberry can use this concept by innovative designs and
continuously improving their fashionable items which will attract the customers (Brooks
and Simkin, 2012).
 Selling Concept-. In such concept an organization has to put effort in selling of products
and services in direct manner to its customer. No mediator is there that leads to product
increasing. For example Burberry can use such concept by making own website and also,
they can post advertisement on tv’s which will attract more and more customers towards
them.
 Marketing Concept- Through applying of an concept an organization is going to learn
about focusing over trends in market like more customer base leads towards profitability.
For example this can be used by Burberry in understanding of customers needs.
Delivering of best product is possible.
 Societal Marketing Concept- In this marketing strategy is able to deliver value to
customers in a manner that it maintains and improvise consumer’s needs and societies
welfare. For example this is to be applied by Burberry through no selling of product
harming the society.
Ongoing and Upcoming Trends
Nowadays, the customers are showing their willingness and interest towards such kind of
products or services which they find interesting and which is on different digital marketing
platforms. The current trends that must be adapted by Burberry are tv advertisement and online
advertisement. These platforms contain huge number of customers and showing them
advertisement will make them interested to buy the products. While in future, mobile phones will
play the huge role in buying the products while sitting at home. Thus, Burberry must take future
trends as well in advance by investing funds in launching mobile app. In app, they can give
various offers and discounts which will attract customers and giving them free home delivery
will make them to use the app more frequently (Clow and James, 2013).
Various strategies of marketing processes
A strategic marketing process is just as it sounds- it’s a plan that lays out all of the elements
connected with and impacted by your business’s marketing initiatives (Marketing Process.

2018). For marketing their products and services with an objective of increasing sales of their
items there are various strategies. Here are some strategies with brief explanation which must
required to follow by marketing manager of Burberry:
 The marketing manager should do research in market so that he can observe the likes and
dislikes of customers and also, he should check whether the customers are satisfied with
their products or not.
 Now that you know who and where your audience is, you need to make sure you reach
them. Build your campaigns around the audience’s interests which will attract them to
your products (Dibb, and Simkin, 2013).
 Don’t underestimate the power of media, show the advertisement on tv and show online
ads and also you can use social media like Facebook, Instagram.
 This is very important strategy; in this we have to take feedback from our customers. This
will help in getting knowledge about customers’ taste and preferences. For example,
distributing feedback form, or providing feedback form online etc.
Responsibility and Management of marketing manager in context of the organisation.
Marketing department as well as its manager are responsible for developing marketing
strategies for their organizations. These strategies outline clearly how an organization will
promote its product and services to its target market with an aim of increasing its sales volumes
and maintaining a competitive edge over its competitors. In the context of Burberry, the
marketing manager perform several roles which are briefly explained below:
Responsibility of Marketing Manager
 Marketing manager is held responsible to frame an effective marketing decision after
identifying the factors that attracts most the customers. For this, they may conduct
marketing campaign through which they gets an opportunity to directly communicate
with targeted customers (Functions and Responsibilities of Marketing Manager. 2016)
 Marketing manager is have a duty to trained their marketing staff so that maximum
support can be gained from them towards implementation of marketing strategies.
 Marketing manager is having a duty to collect feedbacks or opinions from the customers
and communicate to production manager to make relevant changes as per the customers’
needs and expectations.
Roles and Responsibilities of Marketing Department

 Market budget: Marketing department is liable to prepare marketing budget so as to
make easy for their marketing manager to execute formulated plans and strategies. Setting up pricing strategies: Marketing division is responsible to set pricing strategies
after getting information from production division regarding total cost. This will help in
adding profit margin and charges an effective price for its products and services.
 Inviting skilled and knowledge applicants: Marketing division also helps in promoting
the business. This will help Burberry in getting skilled and experienced candidates for the
workforce.
P2: Marketing and its relationship with other business functions.
Working together always brings out maximum profitable result in return to an
organisation. Thus, it is important for every department working in Burberry to work together
through better communication and coordination. Here are such interrelationship between
different departments that must required for Burberry to get growth and success in competitive
market environment (Rossi, Allenby and McCulloch, 2012).
 Marketing and IT Department: IT department has a very important role to play
because it helps in collecting of valuable data of both employees and customers. It uses
various kinds of software . That has helped in marketing of department to analyse those
employees whose performance is enhancing at very faster rate.
 Marketing and Finance Department: - Also marketing division can perform its
functions. They only require to get support in finances in order to fulfil financial needs.
Marketing department has helped by bringing investors and helping in growth of an
organization (Lane, 2015).
 Marketing and Human resource management- It is that kind of department which
includes all types of employees who has skills and experience. Responsibility of HR is to
recruit employees and has various applicants. Only some has to be selected as per the
required qualification of the company. In order to support them vacant jobs positions
advertisement is published by the marketing department. Public gets vacancy about job in
Burberry.
Use and importance of marketing role in context with company

Marketing helps in creating of awareness in the market of company and its new offers
that is going to help in creating of benefit and providing its to the targeted customers buying
product and services. In Burberry marketing has played an important role in following manner:
 Marketing has helped an organization to increase the image of brand in front of
customer in positive manner by giving offers.
 Marketing has increased sales of a company and influence has been created over buying
behaviour of customer. In favour of returning product and services. Burberry is going to
be helpful in achieving of a competitive edge (Lipsman and et. al., 2012).
 Every business has to face problems like what, when and for whom and amount to
produce. A complex and tedious process determine your business’s survival. As a result,
business heavily rely on marketing mechanism to make these decisions.
Benefits of interrelationship between marketing and other departments of organisation
Interrelationship among different departments encourages healthy relations between
managers of different division which results in creating healthy environment at workplace.
Working together will help to reduce the work load and will help them to achieve the goals and
objective made by Burberry. It makes productive impact on the employees as well by receiving
sufficient support from their respective managers for better functioning.
TASK 2
P3: Comparison of marketing mix of two rivals.
Also market mixing contains and comprises of 7P’s that contains product, price, place,
promotion, people and also physical evidence. All of these elements are to be taken into
consideration through marketing manager of Burberry and also perform relevant changes in all
components and helps in competing with its rivals (Long and Jerath, 2018). It helps in achieving
of goals and objectives that are related to increasing sales volume and large customer base. Here
are the comparison of marketing between Burberry and its rival Prada which is also engaged in
similar industry.
Basis Burberry Prada
Product Burberry has been offering of various
variety of products that is fashionable
Prada provides lot of products like
jeans, top shoes, bag and many other

in nature. Also design is very unique
and also of better quality. Perfumes
sell by Burberry is one of its best
products. The company can further
expand the range of its product so
that more profits can be earned.
things unique within themselves. It
gives one stop solution. The company
can further improve the quality of its
products for better satisfaction of its
customers.
Price Products that has to be offered is
luxurious with an amazing types of
quality that charges premium price
from its customers. The company
can use economic pricing strategy for
its product so that they can be made
available to a large number of
customers.
The prices which is offered by the
Company is depending upon the
analysis and then offers its product.
The company can use premium pricing
strategy so that it can target a specific
section of the customers.
Place Burberry consists of products that are
luxury in nature with an impressive
making and charges high price for
them from its customers. Only quality
is focused upon by the company. The
company can increase selling its
products online so that a large market
can be captured.
Prada sells products through two
channels of marketing. In first it sells
directly to the customer and second is
done through wholeselller who sells to
retailer in market (Mihart, 2012).
Online selling can also be included by
the company to increase its reach.
.
Promotion Burberry uses a multiple promotional
method that is required for
strengthening of brands and its value.
This is one of the major ways to
spread brand and make it reach to
people. Use of social media channels
can also be done by the company.
Prada use social media and other media
channel like YouTube, face book,
whatsapp and reaches to various
customers. The company can promote
its products through advertisements, e-
mail marketing etc.

People Burberry has persons who are
working as sales team which has
played an important role under
marketing effort. Such people are
being trained to respect their
customers. The efficiency can also be
improved through training and
development programmes, seminars,
feedbacks etc.
Prada is able to help people working
under it in a manner that people have
been trained under various techniques
and skills required for business to
grow. Customer satisfaction can be
improved through better customer
customer service by training the
employees.
Process Burberry is required to develop
online delivery system and orders has
to be received by the computer and
on time delivery is done. Improving
the supply chain management of
company can also help the company
in improving its processes.
Prada is required to see that all its
products are available to all retailer
stores and also system are required to
be installed to learn about availability
of stock. Installation of automated
technology can be done to improve its
processes.
Physical
evidence
Burberry has very unique type of
packing because of variety in colours.
This helps customer to easily
recognize their products (Nicholls
and et. al., 2013). The company can
increase its physical presence
thorough new stores in new markets.
Evidences of physical nature has been
considered to be very important as the
as they also include packaging and
Prada is also known for its unique
packing style. Bills, stores etc. can also
provide physical evidence of company.

TASK 3
P4: Construct a Marketing Plan
Marketing plan is a written document that outlines an actions used by Burberry in order to
apply in making of new product to get success in the market. Marketing plan specified a list of
activities that must consider by marketing team members for its better execution (Pike, 2015).
Marketing plan of Burberry
Company overview: Burberry is an famous brand of luxury fashion house and has its
headquarters in London. Company is also planning over launching of chemical free perfume.
Made from natural ingredients.
Vision and Mission of the company: Vision and mission of the company is to gain growth and
earn profit with long sustainability. This is going to help in developing of business.
Objectives:
 To increase the sales of company by 10% at the end of three months.
 To improve its market presence so that the customer preference can increase by 15% of
the brand among customers.
 To increase the profits of company by 10% at the end of the year.
Marketing mix of Burberry for their upcoming products
Tactics: The tactics which can be used by Burberry for their new product is given below:
Product The product which will be offered by the company is organic perfumes.
Price The company will use premium pricing strategy to sell its new products in the
market so that a particular segment can be focused i.e. high income families.
Place New products that the company is launching is going to be easily available at all
stores and online selling is also there. Also contractual based retailers who are
bounded by contract.
Promotion Various media channels will be used by the company like social media platforms,
advertising, e-mail marketing etc. so that sales can be promoted for the newly

launched product.
STP framework for Burberry:
Strategy: In order to gain successful implementation in an plan it is very much necessary
For Burberry to follow a strategy. This can be followed through segmenting, targeting and
positioning. These are explained below:
Segmentation Classification has to be done about geography, behaviour, demographic etc.
Burberry divided market into segments upon the basis of income and life
style.
Targeting Main focus of its is to target segmented customers. Burberry has to use
selective strategy of marketing that attracts people of all income groups.
Positioning Such strategy that has been related to consumer’s mind and regarding of
services and product within an company. Value based strategy has to be
adopted by Burberry of its organic perfumes. Due this benefits is going to be
explained to consumers.
SWOT analysis:
Strength Weakness
 As company has brand image as its
strength that is there to convince
customers to buy chemical free
perfumes.
 Also strong engagement is going to
help in understanding of taste and
preferences of customers.
.
 Prices of the products that has been set
by the company is going to be premium
which is going to be the same for
chemical free perfume.
 Also frequent changes in customers
taste and product preferences can also
affect while launching the product.

Opportunities Threats
 Product to be launched by company ca
tap the market because of health
conscious customers.
 Also demand of premium products has
been increasing. Due to rise in standard
of living.
 Main problem which i to affect the
launching of product is going to be
related to level of competition that has
to be faced by coampny.
 The customers may not adopt such
products as people become addict to
some fragrance. Due to this they may
not accept the new product.
Budget: It is important that a budget is formed so that various activities can be allocated
appropriate amounts which can help in executing the market plan effectively:
Particulars Amount (€)
Marketing 120000
Workforce 110000
Equipments 130000
Raw materials 140000
Monitoring and controlling:
Monitoring and controlling is one of the most effective step which is required to be taken
as it is going to be helpful for an organization in a manner that it helps in identifying of such
strategies which is able to give an analysis over performance of an organization. As an company
like Burberry has to control and this can be achieved through comparison of actual performance
in which performance is in standard manner. The company can also use various key performance
indicators, benchmarking, balance score card etc. so as to control and monitor the quality of the
project which can help in effectively performing the business plan and in achieving its goals and
objectives effectively.