Marketing Mix Analysis: A Comparison of Burberry and Prada Strategies

This report provides a comprehensive comparison of the marketing mix strategies employed by two prominent luxury fashion brands: Burberry and Prada. The report begins with an introduction and definitions of key marketing concepts, particularly focusing on the marketing mix. It then provides an overview of each brand, detailing their product offerings, target markets, and brand positioning. The core of the report involves a detailed comparison of the marketing mix elements (product, price, place, and promotion) for both Burberry and Prada. This includes an analysis of their product strategies (e.g., product lines, design), pricing strategies (e.g., premium pricing, competitive pricing), distribution strategies (e.g., store locations, online presence), and promotional strategies (e.g., advertising, social media). The report also discusses the application of the marketing mix to the marketing planning process and evaluates how these strategies contribute to the achievement of business objectives for both brands. The conclusion summarizes the key findings and emphasizes the importance of marketing in achieving organizational goals, particularly in the luxury fashion industry. The report includes references to support the analysis.

Marketing
Essentials
Task-2

Content
 Introduction
 Marketing mix Definition
 Overview pf Burberry
 Overview of Prada
 Comparison of marketing mix of Burberry and Prada
 Conclusion
 References

This presentation overview the comparison of marketing between two
organisation deals in same sector in order to assist the manager to update
their current offerings which can easily meet customers’ expectations. In
addition with this, role of marketing mix in achieving business objectives
and marketing tactics are also discussed under this presentation.
Introduction

Marketing mix
Marketing mix is interconnected section of
scheme, and it is defining tactics, set of
actions that organisation uses to upgrade
its product or brand in the industries and
market. It is about the tactic a business
use to promote its product.

Overview of Burberry
The Burberry is leading brand fashion
across the worlds. It is a main fashion
and famous house for coats. This
company also deals with luxury items
like women, men and kids clothing,
beauty, accessories.

Overview of Prada
It is an organization engaged in luxury fashion
industry offering wide range of products
which includes leather handbags, travel
accessories, shoes, perfumes and many
more. It was established in the year 1913
and providing tough competition to Burberry
due to engaging in similar sector.

Comparison of marketing mix of Burberry and
Prada
Elements Burberry Prada
Product Burberry offering products are the product strategy in
marketing mix. They sell accessories like scarf as they
have greater shelf life as against the apparels. This
company trench coats which is the best selling product
because of its unique design and beautiful material. They
also sell fragrance includes Burberry touch, Burberry Brit.
Prada trade its products in five wide classes, and each of
these services are various types of product line and it is
famous for Italian luxury fashion house, travel
accessories, shoes, clothing, perfumes, leather handbags
etc. Prada sale different types of products, the customers
permit to choose the best variety of product that suits
them. The company merchandise goods which is famed
for conventional and traditional designs that is very
practical for consumers to use it.

Continue…
Elements Burberry Prada
Price Being a luxury brand, Burberry uses premium strategy to
sell the products. They do not compete with their
competitors on price as changing in prices may cause
customers to go away from the brand. This company
done their pricing on the demand and evaluation of
market.
The recent cost strategy to set the level of price and
competitive based pricing strategy because within the many
industries rivals are easily accessible. It deal with products at
extreme level of cost than competitors along with they
provide offers and more features so consumers could attract.
They fixed the prices of the last product so that wholesalers
and channel members buy products at a very cheap price.
Place Burberry has 475 stores located in USA, UK, INDIA and
across the countries. These stores are mainly located in
high class and populated areas. The more profit can be
foreseen through such cities. Burberry doesn't display its
outfits at departmental stores and boutiques.
They merchandise their products by two marketing schemes-
first is sell directly through with online internet site as well as
second is sells to the wholesalers and different retailers
countries are Italy, Russia, Spain, India, Thailand,
Switzerland.

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Elements Burberry Prada
Promotion When comes to the apparel, promotion is the
main important part of marketing. To promote
products, Burberry uses high class magazines to
target the high class audience and it also uses TV,
online ads, print ads, etc. They uses digital and
social media marketing to convey their brand
message to customers.
To promote its products Prada uses many multiple media
channels. They choose old and traditional media which
consider advertisement on radio and television as well s it
also publicizes on social media which is profitable and
cheaper due to indefinite quantity by usage of internet.
People Burberry analyse the individuals on marketing
activities. They target the upper and high luxury
people considering their level of interest. Due to
interest of social market they invest online
services to increase the market value.
Its employees has working in its customer service
department and with provider to get raw materials. Those
people have been trained in a compelling methods for
selling.

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Elements Burberry Prada
Process It involves the design features according to the
customer interest, to involve more sales staff in
conversion. To add value at the customer
interface when the customer experiences the
services. It is a interaction between the customers
and business.
Prada gives them more goods while ordering its
manufacture to refill its stock, They assure that
products are always available to customers when
needed.
Physical evidence The company focuses on product packaging,
online experiences like websites, blogs, and
other social media to link contact with other
sources to build up brand. It delivered services
where the brand and customer can interact to
facilitate performance of services.
It has online website that is friendly user and permit
customers to aspect in broad quality picture taken from
different angles. And they setup their own stores where
they provide friendly environment, ambience,
promoting customers to buy product.

Application of marketing mix to the marketing
planning process to achieve business objectives
for Burberry
Marketing mix can be defined as a process which is used by organisation to
accomplish their goals by understanding the market needs and situations.
For this the management determines all perspective to complete its work
by understanding all perspective such as price, product, place and
promotion. Further, with planning process it is also easy for management
to generate value and make decisions to consider and achieve all existing
opportunities in market.

Application of marketing mix to the marketing
planning process to achieve business objectives
for Prada
Prada is operating their business at global level to perform its
work as per marketing mix process to manage all tasks and to
provide them at global level. With marketing planning to
manage its activities and enhancing to monitor their plans and
enhancing results as per plans and objectives to manage better
work performance.