Marketing Plan for Burberry's 100% Organic Cotton Product Launch

This report presents a comprehensive marketing plan for Burberry's launch of a new product line made from 100% organic cotton. The plan begins with an introduction and table of contents, followed by a detailed analysis of the external environment using PESTLE analysis, considering political, economic, social, technological, environmental, and legal factors. A SWOT analysis identifies the brand's strengths, weaknesses, opportunities, and threats. The marketing plan includes clear objectives, a description of the organic cotton product, and a premium pricing strategy. Target segmentation focuses on women of various demographics, emphasizing the appeal of organic clothing. Product distribution channels leverage physical stores, including flagship stores and department stores, to allow customers to experience the fabric. The report also discusses creative message strategies, such as using magazines to promote the product while focusing on environmental consciousness and customer emotions. The plan aims to increase sales and profits by 10% in 2020, targeting a global customer base.

PRODUCT LAUNCH MARKETING PLAN

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
A marketing plan in turn is considered to be as one of the comprehensive blueprint which
tends to focus on outlining the marketing and advertising efforts for the specific year. It is very
useful in effectively describing various set of business activities which in turn has been involved
in the accomplishment of the key marketing objectives within the specific time period. This
study will include PESTLE analysis, price positioning, brand image positioning, the market, the
competitors, target segmentation, media strategy, KPI, product distribution channels, etc.
Burberry is considered to be as one of the leading British Luxury company which was founded in
the year 1856 by Thomas Burberry. This company is headquartered in London, UK and deal in
fashion products such as clothing, accessories, cosmetics, perfumes, etc. The new product which
has been launched by the Burberry is 100% organic cotton fabric for the clothes section.
MAIN BODY
PESTLE Analysis
It is very useful in determining the various external environmental factors which in turn
could largely influence the working operations of the business.
Political factors: Burberry Company tends to have its operation across the globe which
means it tends to comply with various governmental laws and legislations of the different
countries. The company needs to abide with various domestic laws and international laws
(Beraja, (2016)). Political instability, trade barriers, high taxation, anti- trust laws, etc. in turn is
considered to be as one of the major factor which in turn largely influence the operations of the
Burberry company.
Economic factors: Economic downturns international affects the spending of the
individual. At the time of the economic downturn, the customer stands to purchase those
products which are affordable and also meet the basic needs rather than to purchase luxury goods
and services. High interest rates, high inflation rates, a low degree of disposable income, low
economic growth rate, high labour cost, unemployment rate, high degree of competitive
advantage, et cetera in turn largely influence the Burberry company. The decrease in the tourism
in turn largely influence the sales of the Burberry Company.
Social factors: The class distribution is one of the Paramount factor. It tends to attract
high income level customers who has the capacity to purchase premium products
(Dimitrakopoulou, (2015)). Demographics, education level, class structure, culture, attitude,
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leisure interest, entrepreneurial spirit et cetera in turn largely influence the operations of
Burberry. Different demographics and communities tends to have varied needs and preference.
Hence, the company needs to comply with various standard needs of the customers and also
engage in the CSR activities in order to serve the customers.
Technological factors: The technology in turn has been changing at an increasing pace
which in turn are very useful in enhancing the brand image and improving the sales of the
organization (Varley & et.al., (2018)). The usage of the various e- commerce platforms are
considered to be appropriate in reaching large number of customers and predicting various future
trends. It eventually leads to high degree of cost to the customers because this in turn affects the
finances and profit of the organization. Moreover, the rate at which the technology diffuses,
impact of technology on the products offered by the Burberry and recent technology
development in turn are considered to be as key factors which influence Burberry operations.
Environmental factors: These factors includes, climate change, employment law, e-
commerce, data protection, health and safety laws, environmental laws, etc. which in turn could
largely influence the business operations (Beraja, (2016)). Burberry tends to strategically locate
their business which in turn do not do any harm to the environment. Catastrophes disrupt,
terrorism and various other hazardous factors in turn tends to have negative effect on the
Burberry Company. Due to high degree of the increasing attacks, Burberry tends to position their
business to the location which are safe for carrying business operations. Burberry also tends to
focus on investing in corporate social responsibility and sustainable business for better business
operations.
Legal factors: Burberry tends to focus on complying with the various domestic legal laws
and international laws which in turn tends to focus on carrying out there business operations
across the globe (Laflamme, & et.al., (2019)). There are factors such as Anti-trust law, patent,
copyright, intellectual laws, health and safety law, data protection act, consumer protection law,
discrimination law, etc. which in turn tends to largely influence the operations of the business.
SWOT analysis:
It refers to the internal tool which helps in identifying the integrity of the company regarding
retaining their position in market for longer way. Thus, by manner SWOT is conducted to
identify the following aspects such as:
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Strength: By attaining the business for around 156 years still company is continue to
carrying its brand name though providing the high quality products with high pricing. By
creating the trench coat during the world war resulting in gaining the 1st creators name of
designing such product (SWOT Analysis of Burberry, 2019). In respect of attaining the
competitor’s strategy regarding promoting the business on TV ads, they mainly prefer to promote
their services in magazines or advertise of fashion websites which is rarely hacked by any
person. By carrying the renowned brand image, they globally located in around 50 countries
carrying around 500 stores internationally.
Weakness: Due to serving the customer with pricing, they not retaining their interest for
longer way as it is not frequently affordable by the middle class persons. As they deal in
producing the limited products which not attracts the customer in respective of frequently getting
new design on clothing (Fernie & Grant, 2019). As Burberry products are mainly sold in Asian
country and thus the issue raised regarding changes in customer taste and preference of selecting
the products. Thus losses faced in Asian country regarding not getting higher sale of products.
Opportunities: In respect of viewing the changes in lifestyle of the people, they grab the
opportunities regarding designing the products as per the customer needs and demands
(Fernandez-Stark, Bamber & Gereffi, 2016). Promoting the business into such countries where
the competition is higher and also the growth of the business is increased through receiving
higher revenue.
Threat: The major issues which is faced in relating to facing higher competitors regarding
dealing with the same products with same marketing tactics. As the company are relating to
Gucci, Louis Vuitton having same presence as of Burberry. Another threat is raised in respect of
dealing in fake products by using the same brand and name of the company. Thus, in such
manner, it results in affecting the goodwill and reputation of the business.
1. Objective
 The key objective of the Burberry is to use 100% organic cotton fabric for the clothes
section.
 The marketing campaign will help in targeting the most customers from across the globe.
 The key objective is to create a market position which in turn helps in increasing the sales
and profit by 10% in 2020.
 The key objective is to gain attention of the appropriate target customers from the market.
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2. Product
Burberry will use 100% organic cotton fabric for the clothes section. Burberry clothes will be
made without using any harmful chemical, pesticides and also synthetic fertilizers
(Dimitrakopoulou, 2015). It is very useful in protecting the environment and providing better
customer experience to the customers. Burberry will use 100% organic cotton fabric for clothes,
scarves, dress, t-shirts, shirts, etc. They will target both men and women but mainly focus on
women. The products will be made available on e- commerce sites and physical stores. This in
turn increases the productivity and sales of the Burberry Company by targeting high income
customers of all demographics. Another reason of choosing this innovation is that lot of people
are facing the problems of skin and thus their selection of choosing the products is also typical.
In this case, 100% organic cotton fabric resulting in completing their overall demands of wearing
the clothing as per the market trends.
3. Pricing
It play the important role in respect of sustaining the integrity of the business in market for
longer way. As in case of Burberry, they mainly impose high pricing on the products and thus
results in less chances of dealing in fake or similar products in market. Burberry in turn is
considered to be as one of the luxury firm which tends to offer wide range of luxury products at a
very premium price. The organization in turn tends to use premium pricing strategy in order to
sell its 100% organic cotton fabric products in the market (Beraja, 2016). The price they offer is
high because they tend to offer various set of luxury items to the high class elite zone. Burberry
in turn is both a luxury brand as well as the global brand where the prices are consistent across
the globe. Discrimination in the prices will eventually results in the dilution of the brand image
of the Burberry Company. . The new launching price will sell around at least 10% higher than
the actual sales of last year.
4. Target segmentation:
Before launching any products, it is necessary to set the target of the products and also
appropriate tactics is used regarding attracting their interest towards the new innovation. Thus, in
case of Burberry, the segment of customer is mainly preferable to the women of all class such as
job oriented, house wife, college going girls and also others (Burns, Mullet & Bryant, 2016). As
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the taste of women are specific in clothing and most of their demands are attracted through
getting organic clothing which is suitable for their body and also looks elegant.
Thus by targeting the particular segment resulting in gaining benefits in enhancing the
appropriate strategies to provide the right products to the right customers. As cotton fabric is
mainly available in many clothing but to focus on organic cotton fabric is rare and if it is
provided by the renowned company, than it attracts the interest of the customer which results in
increasing sales and profits in business (Capello & Misani, 2019). Thus, by targeting the
segmentation results in carrying the marketing segment which is done to target the appropriate
customer to offer the appropriate services of the Burberry Company.
5. Product Distribution Channel:
It refers to the major channel which results in examining the overview of the company
stability in respect of delivering the new products through this sources. As Burberry rarely deal
or promote their products through the mode of advertisement, thus in such manner physical
stores are useful in launching the new products. During the time of survey, it is stated that most
of the customer still applying the traditional method of visiting to the stores and then purchasing
the products (Li & Leonas, 2019). As the products which is designed in respect of 100% organic
cotton fabric is personally feel by person through visiting to the stores. Usually Burberry carry
the following distribution link such as Flagship stores, Burberry blue and black stores and also
other departmental stores which promote the products of Burberry in larger way. Thus, by this
manner the physical stores are useful in launching the new products and also customer can
personally select the product by viewing the actual fabric which is designed from the organic raw
materials.
6. Creative message strategy:
This strategy is mainly adapted by the Burberry in respect of promoting the new products in
the market through using the creative and attractive messages to attract the customer towards the
products. In this case, Burberry may adapts the procedure of the magazines in which they mainly
focus on promoting the products through attracting the customer interest. As the ideas of the
magazines is not creative but the procedure which is used by Burberry is unique. The messages
they can formulated in respect of taking care of the environment changes and also emotions of
the customer regarding preferring such products (Chan, 2018). Thus, in this aspects, the creative
messages is mainly undertaken though using graphical images or designs which carries to be the
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eye catching for the customers. As instead of writing the big tagline or describing the usage and
procedure of the products, images with creative designs helps in selling the products in larger
way.
The major things which is highlighted during the creative messages is that the language used
must be simple and clear and also it identify the actual perspective of the products. It also carries
the brand name of the Burberry thus, it not resulting in bringing any conflict to any other
companies or not affecting the right of the nations.
7. Media strategy:
Media refers to the biggest platform which carry the power to promote any product with high
scale rating or also collects negative comments by promoting or reflecting the negative aspects of
the products. In case of Burberry, it refer to their major strength of the business by carrying
wider reason. As firstly the main reason is they are one of the bet selling luxury product in
market with using the less promotional tactics to attract the customer interest towards the
business (Huggard & Cope, 2020). Secondly, the concept of 100% organic cotton fabric is rarely
produce by the company and it is mainly designed to promote the environment from harmful
substances or any dangerous activity. This reflects the brand image of the Burberry.
Thus, through this manner the coverage of media is useful in respect of reaching to customer
about telling the criteria of approaching to this unique concept and also initiating the planning of
adapting such innovation. This is mainly undertaken when the planning of promoting the
innovation is completed and the date of launching the products is fixed to promote the products
in market (Sustainability, 2018). It is necessary to disclose all the important aspects which is
ascertained during producing the products, so that customer take right decision to select the
product or not. Through the media coverage, it results in gaining potential reach to large number
of customer and also became the familiar bout the usefulness of organic cotton fabric clothing.
8. KPI/ Measurement:
Once the launching of the product is finalised and after fixing the media coverage to cover
the usefulness of the innovation, it is the time to measure the integrity of the innovation in
market. This is undertaken through the activities, revenue, cost and other measure that helps in
talking the right decision (Shaw & Koumbis, 2017). As through conducting the market research
and also taking feedback from the customer helps in accurately examining the stability of the
products in market. It is necessary for the business to get ready for their back up planning in case
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of facing any issues regarding reaching to large number of customer through their new
innovation. As cost is set as 150 HK$ and thus by this aspect target is set to manage the budgets
with the set amount. The diversion of the cost is to be undertaken in respect of 20 HK$ is for the
market research, 50HK$ is for the production of product, 50 HK$ is for the marketing of the
products and remaining 30HK$ is for the risk which is arise instantly. This is judged by
monitoring the procedure regarding working as per the stated direction.
Competitor’s analysis: They facing the major competitors from the Louis Viton and Gucci
and they are tracking the business and ideas of Burberry externally in few aspects.
CONCLUSION
Frome the above study, the report concludes the matters relating to examining the marketing
plan of the Burberry Company regarding bringing new product in market relating to 100%
organic cotton fabric in the clothing sector. As Burberry is carrying the renowned brand name in
the market regarding providing the high quality products with high pricing. Thus, the customer
which are already attracted towards the products find new type of clothing which is mainly
undertaken and preferable by most of the customers. Thus, through this manner, they are
targeting new customer and also setting the target to enhance the business by increasing profits
by 10% in 2020. To present the information and data which is gathered through undertaking the
360-degree analysis helps in identifying the stability of new product creation.
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REFERENCES
Books and Journals
Beraja, P., (2016). Analysis of the Middle East fashion and luxury market: success of UAE
through the prism of ecenomic development and consumer behavior transformation.
Burns, L. D., Mullet, K. K., & Bryant, N. O. (2016). The business of fashion: Designing,
manufacturing, and marketing. Bloomsbury Publishing USA.
Capello, P. V., & Misani, N. (2019). Fashion Collections: Product development and
merchandising. EGEA spa.
Chan, E. C. M. (2018). Misinformation in fashion product labels: an examination of strategic
cues that compel consumption (Doctoral dissertation).
Dimitrakopoulou, P., (2015). The Development Of A Bussiness Strategy Model For A Luxury
Brand.
Fernandez-Stark, K., Bamber, P., & Gereffi, G. (2016). Peru in the High Quality Cotton Textile
and Apparel Global Value Chain.
Fernie, J., & Grant, D. B. (2019). Fashion logistics: Insights into the fashion retail supply chain.
Kogan Page Publishers.
Huggard, E., & Cope, J. (2020). Communicating Fashion Brands: Theoretical and Practical
Perspectives. Routledge.
Laflamme, C & et.al., (2019). Implementation of an antibody validation procedure: Application
to the major ALS/FTD disease gene C9ORF72. bioRxiv, p.499350.
Li, J., & Leonas, K. K. (2019). Trends of sustainable development among luxury industry.
In Sustainable Luxury. (pp. 107-126). Springer, Singapore.
Rashid, F & et.al., (2017). Microstructural controls on reservoir quality in tight oil carbonate
reservoir rocks. Journal of Petroleum Science and Engineering, 156, pp.814-826.
Shaw, D., & Koumbis, D. (2017). Fashion Buying: From Trend Forecasting to Shop Floor.
Bloomsbury Publishing.
Sustainability, C. (2018). Luxury Fashion Brands Versus Mass Fashion Brands: Data Mining
Analysis. Sustainability in Luxury Fashion Business. 51.
Varley, R & et.al., (2018). Fashion management: A strategic approach. Macmillan International
Higher Education.
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Online:
SWOT Analysis of Burberry. 2019. [Online]. Available Through: <
https://www.marketing91.com/swot-analysis-of-burberry/>.
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