Report on Burberry's Marketing Strategies, Mix, and Future Plan

This report provides a comprehensive analysis of Burberry's marketing strategies. It begins with an introduction to marketing and its various activities, followed by an examination of Burberry's marketing department's roles and responsibilities. The report then delves into a comparative analysis of Burberry and its competitor, Gucci, focusing on their respective marketing mixes. A key component of the report is the development of a proposed marketing plan for a new Burberry restaurant, including an executive summary, objectives, SWOT analysis, strategies, tactics, and an action plan with a budget. The report concludes with an overview of controlling and monitoring strategies, and references used. The report aims to provide a deep understanding of marketing functions and offer insights into improving marketing effectiveness.

Essentials

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................3
Covered in PPT...........................................................................................................................3
TASK 2............................................................................................................................................3
P3.Comparison of different organisation's marketing mix.........................................................3
P4. Propose the effective Marketing Plan. .................................................................................5
CONCLUSION ...............................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
The marketing is the specialised and vast field which includes range of activities. The
marketing department is not just limited to advertising and promotion. It includes various range
of activities such as conducting research, understanding the consumer needs and wants,
designing various promotional campaigns to increase the leads and coordinating all these steps
(Berman and Thelen, 2018). The essence of successful marketing department results in
increasing the overall organisation efficiency. In Part A,the aim of this report is to highlight the
roles and responsibilities of marketing department and its relation with other functional
departments. In Part B, the comparison of marketing mix is presented to understand the
importance of various components of marketing strategy. Lastly, by gaining insight of marketing
essentials the sound action marketing plan is developed to achieve the organisation objectives.
The company chosen for this report is Burberry. The Burberry is prominent global fashion brand,
with headquarters in UK. The company is highly regarded of its efficient marketing tactics. An
effort is made to understand and gain insight on marketing practices adopted by Burberry.
TASK 1
Covered in PPT
TASK 2
P3.Comparison of different organisation's marketing mix.
The Burberry top competitor is Gucci, and it gives proper analysis in understanding there
marketing strategies. By understanding the competitors marketing strategy it helps us in
analysing the positioning of brand in respect of its competitor. The comparative analysis of
Burberry and Gucci is as follows;
Elements Burberry Gucci
Product The Burberry is prominent global
leader consisting the fashion
accessories. fragrances, cosmetics and
sunglasses catering to men, women and
Gucci is leader in fashion industry
with diverse product portfolio
comprising of handbags, watches,
jewellery, footwear etc. they offers

kids. The Burberry differential point is
its highly standardised and intricate
designs (Bocconcelli, and et. al., 2018).
the offerings for men, women and
kids. The USP of Gucci is in its
quality and exclusivity.
Price The company uses the premium pricing
policy to sell its designs. The pricing
justifies the offerings of Burberry
rightly. The company sets the price
after taking extensive research and
knowing the consumers perception.
Gucci sets the premium pricing for
its products. The products are made
from high quality raw materials
which gives the customer
satisfaction. The brands sometimes
offers bundling offer also to clear its
dead stock.
Place The company displays its merchandise
on company owned retail outlets. There
assortments can be found on boutiques
and licensed, franchised stores also.
The online platform is also used to
showcase the merchandise. The
efficient use of network chain is
maintained.
The Gucci sells extensively through
digital platform, directly operated
stores. The company offerings can
be found limitedly at departmental,
speciality and licensed and
franchised stores. The success is
owned to the value chain network so
created (Bratić and et. al., 2018).
Promotion Burberry maintains the network of
marketing and promotional campaigns
to increase their leads. In traditional
media advertisements are targetted at
billboards, magazines, televisions. The
company uses the digital tools
extensively to promote its offerings.
The Social media marketing is used by
company in an efficient way to attract
the consumers.
The Gucci uses various tools to
promote its products. The company
organises various fashion shows,
celebrity endorsements and social
media events with famous bloggers
to increase their reach. The
company uses proper mix of
advertisements placed in magazines
and look books, banners. The
company uses its interactive app
designed to attract more people.
People The target segment of Burberry is to The company have strong

cater high elite and classy people. The
company own strong vale chain of
distributors. The proficient workforce
is an asset to Brand. The company is
keen to have the proper trained staff to
serve people (Cronin,2016).
distribution centres. The staff is also
kept provided with proper training
and development programmes. The
use of app developers is also kept to
have access to updated technology.
Process Burberry user friendly website to
navigate it easily. The company keeps
its stock well updated in stores also to
avoid the case of stock out.
The company uses the analytics and
various services to keeps it apps and
website up-to-date and provides
timely delivery.
Physical
Evidence
The brand is keen of its store
atmosphere and places high importance
on layout. The Burberry believes in
providing vibrant in store experience.
The packaging, staff, displays are
always remarkable. The online
experience is also taken care off.
Gucci staff members, mannequins
and layout are placed in smart way
to which attracts the customers and
gives the easy access to see the
merchandise. The apps also
provides easy access while going
through it (Gesualdi, 2019).
P4. Propose the effective Marketing Plan.
Marketing Plan
The marketing plan is the plan directing the overall direction of marketing department by
defining its actions and tactics taken to achieve the objectives so set. The marketing objectives
are set in consideration of the organisational goals.
Executive Summary
The Burberry is a global luxury leader in fashion industry. The company was founded in
1856, headquartered in UK. Burberry has diverse range of the product portfolio some of them are
fashion accessories, fragrances etc. The company places high importance on craftsmanship and
its pretty designs. They own the mind and heart of people with its beautiful and standardised
product quality. The company is thinking to expand its product line to eatery line. The restaurant
will be opened at Oxford Street, London, with having options ranging from breakfast, meals and

endless options for deserts and beverages. The specialities cuisines would be the attractive point
of consumers to visit this place (Krasyuk and et. al., 2017).
Burberry Purpose
The Burberry aim is achieve long term sustainability by addressing the future growth
issues. The company focus is to create better environment by creating powerful networks. The
social responsibility includes some of the actions;
 Innovating the work practices
 to provide well being to the value networks
 address the educational inequality and facilitate better tomorrow.
 Using sustainable raw materials to make the product.
(Source : Burberry , Our Approach)
Illustration 1: Burberry , Our Approach

Objectives
The objectives of Burberry with opening of this new restaurant are as follows;
 To increase the overall market share by 40% within one year. To increase they revenue with 50% within next two years.
Situation
The situation analysis is done to help the company its opportunities and threats in
comparison to internal factors. The SWOT analysis of Burberry is as follows;
Strength
 Burberry ha strong brand image and
recall value.
 The company owns the strong network of
value chain and have strong workforce.
Weakness
 The company may face resistance
from consumers as they will think
there focus will shift with new
product line.
Opportunities
 The Company can be benefited by its
strong market presence and knowledge.
 Burberry uses the updated technology in
its opeartions.
Threats
 The company face impact of
economic disruptions going on
because of COVID pandemic and this
affected they spending patterns of
people also largely.
Strategies
The effective strategy helps in addressing the consumers easily. The segmentation of
Burberry will be based on the income and region wise. The target segment would be the tourist
and localities. Burberry would position itself as the luxury restaurant that will take care of taste
and quality primarily (Lee,and Kahle, 2016).
Tactics
The marketing mix of the Burberry new Restaurant will be based as following;
 Product: The offerings will include the endless options to eat which will include meals,
breakfast, desserts and beverages. The speciality cuisines of each country will be the
differentiating factor.

 Price : The prices will be kept competitive. As the Burberry is brand in itself the
economical pricing with this product line will not suit the brand image. Therefore, the
price will be kept in comparison of competitors. Place : The restaurant will be opened at the famous street of London. The Oxford street
is one of the most busiest and famous tourist stepping road. The restaurant will be
designed using the modern décor (Liang,and Frösén, 2020). Promotion : The promotion will be used using the website and app based. The app will
be designed specifically for restaurant that will provide option for online booking, pre
orders. The social media marketing will be used aggressively to promote. The
advertisements will be placed in magazines, billboards and televisions (Pandey, Nayal
and Rathore, 2020).
Action Plan
The action plan is the budget prepared which is then submitted to the finance department
to procure the funds. The budget so prepared for this restaurant is as follows;
Particulars Amount (£)
Marketing 10000
Promotional activity 20000
Materials 120000
Salary 70000
Total 220000
Controlling and Monitoring
The controlling an monitoring helps in the evaluating and monitoring the activities of the
organisation. The Benchmarking can be used top compare the performance with that of its
competitors. The Ledbury is also an famous restaurant which will be top competitor of
Burberry's new restaurant. This will help in comparing the activities more effectively as there
will be a standard set.

CONCLUSION
This analysis helped in developing and gaining deep understanding of the marketing
function. The interconnectivity and relationship of each department with marketing department
was identified. This will help in future to conduct the operations efficiently and effectively. The
comparison so done helped in knowing the position of the company against its competitors. This
analysis will help in improving the points where the company was lacking and this will result in
increased success. The marketing plan so developed will help in gaining the direction according
to which the further activities will be carried out.

REFERENCES
Books and Journals
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