Marketing Essentials Report: Analysis of Burberry Marketing Plan

This report provides a comprehensive analysis of Burberry's marketing essentials. It begins by explaining the roles and responsibilities of the marketing function, including market research, marketing planning, product development, pricing strategies, customer service, and promotion. The report then examines how these marketing roles interrelate with other functional units of an organization, such as human resources, finance, production, and research and development. A significant portion of the report is dedicated to the 7 Ps of the marketing mix (Product, Price, Promotion, Place, Process, People, and Physical evidence), comparing Burberry's strategies with those of Michael Kors. Finally, the report concludes with a summary of Burberry's marketing plan and its implications for the luxury fashion brand. The report highlights the importance of customer satisfaction and the effective use of marketing tools for achieving business goals in a competitive environment.

Marketing Essential

Table of Contents
INTRODUCTION...........................................................................................................................1
Explain Roles and responsibility of marketing function..............................................................1
How roles and responsibility interrelate with other functional units of an organization.............2
7 ps of marketing mix .................................................................................................................4
Marketing plan for Burberry........................................................................................................6
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Marketing is one of the essential tool that help to business for competing in modern
business environment. Thus, marketing is the set of activities used by a organization to achieving
the business goal by promoting the product and services through buying or selling of a product or
service (Duane and Domegan,2019). Therefore, it contains the advertising, selling, and
delivering products to consumers, identify the market place, demand of consumers, helps to build
the profitable relationship by providing quality products.
The present report is based on marketing essential of Burberry. It is the British luxury
fashion house headquartered in London, England. The product line of Burberry is extensive such
as man and women wear, children wear, shoes, beauty product, men’s and women’s accessories.
Thus, report will cover the different principals of marketing such as role of marketing,
interrelation of other functional unit of an organization. Moreover, report will explain the
comparison of 7 PS. lastly, report will describe the marketing plan.
Explain Roles and responsibility of marketing function
Marketing function is the tool that helps a firm to recognize the sources which help firm
to exchange the goods and services through different mediums. Thus, it includes different types
of roles such as, this function helps to Burberry for target the customer, market research, making
marketing plan, product development, pricing strategy(Tollin and Christensen, 2019). As well as
this all strategy helps to making a better advertising, improve supply chain, customer service.
Thus, this function is one of the essential tool that helps to Burberry in their future expansion.
There are different types of market function that helps firm to achieve the future goal and
objective such as –
 Marketing planning — it helps to organization to achieve the long term objective. For
example, by evaluate the marketing plan firm identify their target market and makes
product according to the needs of customer. Thus, Burberry makes the plan to enhance
the market share and prepare the plan in order to enhance the level of production it's
directly impact on the revenue (Zaveri and Amin, 2019).
 Product designing and development –This function is plays the important role for
selling the product in market, Thus, when firm makes the product according to the
customer, like the product is attractive and branded customer easily purchase the product.
Therefore, Burberry makes the highly branded clothes that meet the requirement of
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customer according to the trend. it helps to achieve a competitive advantage as well as
enhance the customer loyalty towards the product (Ghosh and Sen, 2019).
 Pricing of products — it is the another function which is most important for the firm.
The manager of the Burberry decide the pricing strategy before launching the product
(Swanson, 2019). Thus, the price of product is directly impact on the sales because
customers are attractive towards the pricing strategy. Therefore, Pricing strategy is helps
to take the competitive advantage because firm make effective plan like, they not charge
high prices that helps to attract the customer on the same time focus on earn profit by
evaluate the better pricing strategy (Baker, 2019).
 Customer support service — Customer satisfaction is the main objective of any
organization. Thus, the market researcher of Burberry offer every possible help to the
customers by identify the needs of customer in order to provide the better information to
the employees as they make the highly qualitative product to satisfy the customer
(Samiee and Chirapanda, 2019).
 Promotion and advertising — Promotion strategy is attracted the customer towards the
product. That means it is the information that informing the consumers about the new and
existing products of the company and encouraging them to buy these products. Thus, for
attract the customer Burberry uses the different types of product such as Advertising,
Personal selling, Sales promotion and Publicity. Every decision taken by the marketer in
this respect affects the sales. These decisions are taken keeping in view the budget of the
company (Rohm, Stefl and Saint Clair, 2019).
How roles and responsibility interrelate with other functional units of an organization
Role and responsibility of market in the context of Burberry is that they evaluate the
different department in the business which manage the overall organizational activities. The
main importance of marketing function is to manage all the operational activities that helps to
make the best product and services for the customer (Rohm, Stefl and Saint Clair, 2019). Thus,
marketing function helps to identify the target market depends on the strategies and planning that
is used by researcher and manger of the Burberry on the purpose of attract the customer towards
the product by using the appropriate promotional techniques. Thus, to revalue the planning and
make quality product Burberry Involves various types of departments that helps firm to manage
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the all organizational activities. Such as Human resource departments, Finance department,
Production department, Research and development department.
 Marketing and human resource departments — The human resource department of
Burberry interrelate with marketing because HR department gives the best employees to
marketing team for analysing the market and identify the potential customer. On the other
side, marketing department of Burberry gives the ideas to HR department that how to
manage the employees and which types of employees firm need to achieve the objective,
so, thy hire the people according to the requirement.
 Marketing and Finance department — Finance department and marketing team within
Burberry is interrelate to each other because marketing team require the money for
analyse the market, so they will need to work closely with the finance department
(Samiee and Chirapanda, 2019). Thus, finance department of Burberry provides the
adequate budget to marketing team so, they will meet their needs and make effective
research, promotion and distribution activities. On the other side, marketing department
gives the ideas to finance team that how much fund require to achieve the overall
production activity and satisfy the customer.
 Marketing and production department — Marketing and production department of
Burberry is interrelated to each other because they both dependent to each other. Thus,
they work closely to meet the organization goal. Marketing department of Burberry
provides the adequate planning and research to production department for satisfy the
current and future needs of customer as well as they provide the information that how
much product and quantity they produce to meet the time schedule and supple the
product. On the other side, production departments of Burberry provides the best product
to marketing department that they can archive their goal and objective.
 Marketing and Research and development department — These both department of
Burberry are interrelate to each other (Baker, 2019). Research and development
department within Burberry gives the ideas to marketing department that which types of
product and raw material firm used to satisfy the customer that means they provide the
internal information of the firm. On the other side, marketing department of Burberry
provide the external information that what the needs and wants of the customer and want
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the current trends. Thus, marketing team gives the ideas to r&d department about the
current and future trend, so they make planing according to the new trends.
Therefore, all departments of Burberry are interrelated with each other and have to provide
better outputs for their success and growth. Marketing department plays vital role with all
departments and work with full dedication to accomplish long term goals and objectives within
given time duration.
7 ps of marketing mix
Marketing mix
A marketing mix is the types of tool, the marketing department use this toll in the
business to identify the market in order to achieve the long term business goal and
objective.
7 ps Burberry Michael Kors
Product Burberry is the one of the best fashion
luxury branded firm f in the world.
The main product segments of
Burberry are beauty, accessories, men,
women, kids and shoes etc.
Michael Kors is multinational fashion
company that mainly specialise in selling of
clothes, shoes, and many other accessories.
Products of Michael Kors include footwear,
watches, accessories jewelry, men’s and
women’s ready-to-wear, eyewear anas well
as a full line of fragrance products.
Price The pricing strategy of Burberry is
that premium pricing strategy (Khan,
2019). In this strategy is described that
firm charge the high prices on the
product as compare to their
competitors, this prices is low but
prices is high as compare to their
rivalry. Thus, the aim of charge the
high price which is products must
have a higher quality than competing
products because the prices are higher
The pricing strategy of Michael Kors is a
mid-premium pricing policy for its high-
quality products. (Ghosh and Sen, 2019).
The affordable as well as reasonable mid-
premium rates will support the brand to face
its challengers in an advantageous footing.
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promotio
n
The promotion strategy of Burberry is
that they use the various types of
techniques such as, online ads, print
ads, billboards etc. Thus, firm target
the audience through social media
marketing.
Michael Kors is an international brand and
even in its early days accomplished the
positive effects of advertising. It has applied
essential tools like public relations,
advertising, social media, sales promotion
and personal selling to develop and maintain
its brand visibility. (Zaveri and Amin,
2019).
place Burberry has its presence through 475
stores in close to 50 countries. All the
stores are mainly located in highly
populated areas which guarantee a
definite revenue to the firm
Michael Kors sells its old goods by
providing it to factory outlets and through
online retailers at the affordable sales price.
Distribution facilities of company are spread
across the US with regional centers located
at Japan, Holland, Hong Kong and Canada
which are either operated by third-parties.
process Burberry also use the direct or indirect
process. In direct process firm sale
their product to retailers by their own
vehicles. In indirect process firm sale
their product through online.
Michael Kors used the direct and indirect
process. In direct process Michael Kors sale
their product through stores as they provide
the product to retailers through own
vehicles. On the other side, in indirect
process Michael Kors use the online
platforms that sales their product through
different online platforms.
People Burberry have number of employees.
This employees provide makes the
best product and services to the
customer so employees are important
resources for the firm also firm have
larger number of customer. Thus, to
full fill the requirement of customer
Michael Kors has huge customer base
because they offer the best product, Thus,
Michael Kors have good resources the
companies employees is the essential
resources for the Michael Kors, without
them around the business will not be about
to operate and generate high profits.
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the Burberry employees give their
hundred percent.
Physical
evidence
The tag line of Burberry is effective
that attract the customer towards the
product.
The logo of Michael Kors is most effective
that attract the customer towards the
product.
Marketing plan for Burberry
Covered in ppt
CONCLUSION
From the above project report it can be summarized that marketing is the tool that Every
firm used in the business to achieve the short and long term objective. Thus, it is the framework
and activity of promoting and selling the goods and services to the customer through market
research and analyse, advertise and other promotional activity.
This report based on marketing essential of Burberry. Thus, assignment has covered the
roles and responsibility of marketing function and how it helps to firm for lunching the new
product and service in new market segmentation.
Moreover, report has described the interrelation of marketing with other functional units
that these units is interrelated to each other and helps to firm for achieve the aim and objective of
the firm. Moreover, the assignment has also included comparison of 7 ps of Burberry with Zara.
Lastly, report has described the marketing plan of new product as herbal beauty products.
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REFERENCES
Books and Journals
Zaveri, B.N. and Amin, P.D. 2019. Global Marketing Strategy in Digital Era: Global Online
Presence. In Breaking Down Language and Cultural Barriers Through Contemporary
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Ghosh, N. and Sen, C.K. 2019. The Promise of Dietary Supplements: Research Rigor and
Marketing Claims. InNutrition and Enhanced Sports Performance (pp. 759-766).
Academic Press.
Baker, A.M., 2019. New paths for marketing relevance: a review of marketing and humanity.
Samiee, S. and Chirapanda, S. 2019. International Marketing Strategy in Emerging-Market
Exporting Firms. Journal of International Marketing. 27(1) pp.20-37.
Rohm, A.J., Stefl, M. and Saint Clair, J., 2019. Time for a marketing curriculum overhaul:
Developing a digital-first approach. Journal of Marketing Education. 41(1). pp.47-59.
Khan, T.H. 2019. Availability of essential drugs in Pakistan.Anaesthesia, Pain & Intensive Care,
pp.1-3.
Swanson, S.R. 2019. THE DEFINING DOZEN: UNDERGRADUATE STUDENTS
PRECONCEIVED VIEWS OF MARKETING. Marketing Education Review, 29(1), pp.3-
16.
Tollin, K. and Christensen, L.B. 2019. Sustainability marketing commitment: empirical insights
about its drivers at the corporate and functional level of marketing. Journal of Business
Ethics, 156(4), pp.1165-1185.
Duane, S. and Domegan, C. 2019. Social marketing partnerships: Evolution, scope and
substance. Marketing Theory. 19(2). pp.169-193.
Alon, I., Chen, S. and Mandolfo, M. 2019. Supply chain–marketing integration: How do
European SMEs go to China via the New Silk Road. Business Process Management
Journal. 25(2). pp.368-378.
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