Marketing Essentials Report: Burberry Marketing Strategies Analysis

This report delves into the core elements of marketing, using Burberry as a primary case study. It begins by outlining the key roles and responsibilities of the marketing function, including market research, planning, product development, standardization, grading, packaging, branding, and their interrelation with a wider organizational structure. The report then compares the marketing mixes of Burberry and Marks & Spencer, examining product, price, place, and promotion strategies. Furthermore, it produces and evaluates marketing plans specifically for Burberry, providing a comprehensive analysis of the company's marketing approaches. The report is a valuable resource for understanding marketing principles and their practical application within a business context, particularly within the luxury fashion industry. The report covers marketing research, planning, product design, development, standardization, grading, packaging, and branding, as well as the roles of marketing in relation to various organizational structures such as finance, operations, and human resources.

Marketing Essential

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
LO 1.................................................................................................................................................1
P1 The key roles and responsibilities of marketing function.......................................................1
P2 Roles and responsibilities of marketing in relation with wider organizational structure ......4
LO 2.................................................................................................................................................5
P3 Comparison of marketing mix of Burberry and Mark and Spencer.......................................5
LO 3...............................................................................................................................................10
P4 Produce and evaluate marketing plans for Burberry............................................................10
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................15

INTRODUCTION
The market essentials help the company to fulfill their aim of creating new potential
customers by analyzing the market and making plans with respect to 7 P's. It also includes
evaluation of customers need and purchasing power so that company can provide products and
services according to customers expectations. Present study is based on the company Burberry
which is a UK based company. The study will include the key roles and responsibilities of
marketing function and also roles and responsibilities of marketing in relation with wider
organizational structure of Burberry. Further study is based on Comparison of marketing mix of
Burberry and Mark and Spencer which also includes evaluation of different marketing plans for
Burberry(Drucker, 2018).
LO 1
P1 The key roles and responsibilities of marketing function
1. Marketing research:-
This is the most important function of marketing. It begins with analyzing and gathering
information which is available in the market. It is important for every company to identify the
needs and the wants of their customer. Burberry identifies the customer's needs and they launch
new designs and ideas timely. Role of marketing in market research are:
 Better understanding of clients: Market research help the company in better
understanding of the market need. Marketing research is very important for multi national
companies like Burberry because the research helps them in understanding the market
and give them competitive edge towards others(Karlsson, 2016).
 Testing of products: the research function of marketing helps in testing the products
before selling it to the ultimate buyers. This will increase the companies' sale in future as
the goods reached to customers are properly checked before using. Any risk related to the
product is minimized. Burberry checks its products and its finishing before selling it to
the ultimate customer(Bailey and Ingram, 2017).
 Growth of the firm: Due to continuous market research, a company knows when to
increase its production and when to reduce it. This will reduce the wastage of the goods
and excess of Burberry products won't be available in the market(Kerin and Hartley,
2015).
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2. Marketing planning:-
Another function of marketing is planning. Planning means preparing reports of the company,
finding total sales and more. The company also plans to increase its turnover, reduce labor
turnover, bringing innovation in the company etc.
Role of marketing in panning is:-
 Minimizing future uncertainties: proper planning helped Burberry in increasing its sales.
Planning reduces the risk of uncertainties which can be seen in the future. Planning helps
the company in reaching the position where it wants to reach. The planning of burberry
was future based and it knew what will be the upcoming demands.
 Improved efficiency: Proper planning increases efficiency of the company and the
company estimates the future sales and this increases the profit of the company .
 Maximum satisfaction of customers: By proper planning the company will be able to
satisfy the customer at their maximum and this will enhance the image of the company in
customer's eyes. Burberry has loyal and satisfied customers of its products. After sale
service of Burberry is also good which makes the customer loyal to one brand(Baker,
2016).
3. Designing and development of product:- The main reason for increase in sales can be
due to product development and innovation. In this competitive world, those companies
can only survive which brings innovation in their products timely. Burberry launchers
new design every month and this has given it a competitive edge over other clothing
brand. Clothing brand is on boom now and demand for new designs is at peak. Any
company which brings new design is getting high returns for its product. If new products
are sold at reasonable prices then the customers will become loyal to the brand. Loyal
customers are the main assets of the company. They advertise the company for free and
brings new customers(Daoud, 2016).
4. Standardization and Grading:- Standardization is a process which need to be followed
by every company. Quality department of the company sets the standards. If the products
manufactured are below standard then they are rejected by the company and they are not
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sold to the customer. Those batches which are accepted are distributed to various outlets
of the company(Ryan, 2016).
Grading refers to rank given to the products on the basis of its quality, shape, size etc.
Role of marketing in standardization and grading:-
 Easy selling: The selling becomes easy after standardizing the product as double check of
products is not required. The keeper can directly sell the products to the customer without
checking.
 Image building: It is easy for company to destroy its image and very difficult to build it.
Standardization and grading increases the image of the company in the eyes of customers.
5. Packaging and labeling:- Packing of a product in relation to marketing means that how
attractive the product is packed so that it attracts maximum customers. Companies are
nowadays been investing much more on packaging as it is very important for a product to
be attractive. The need of product is created by the manufacturer by making the product
so attractive that the customer cannot reject it. Labelling of product means, labelling the
name, quantity, its grade and all the information related to product on the packaging.
Burberry packing and labelling includes all the necessary information which is required
by the customer. Packing is important because it protects the product from various physical as
well as environmental factors. The product travels a lot from the manufacturing unit till the end
customer, so it becomes a necessary to protect the product with good packaging. The products of
Burberry are nicely packed and so it attracts customers from long distances(Sajid, 2016).
6. Branding:- Branding is a broad term. It means giving a name to the product so that it
differs from other products and is easily recognizable.
Increased brand value:- Unique name like Burberry is easy to recognize and people
connect with the name of the product. The brand logo of Burberry which is a Knight is also
different. Efficient marketing of a product helps in building image of the product and later brand
value is also increased(Drucker, 2018).
P2 Roles and responsibilities of marketing in relation with wider organizational structure
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Burberry is a clothing brand and marketing of it is an important part for increasing the
sale of the product. The most important function of marketing is Marketing research of the
product. With the help of marketing the company will be able to find the need of the customers
and fulfill them accordingly. Marketing plays a very important role regarding the product design
and development. Burberry has now come on the new platform to sell its products on electronic
commerce. Most of the companies are selling their products online and it has increases their sales
as well. Marketing of product means making promotional strategies like advertising products on
social media on webs etc. this increases the brand image and value(Karlsson, 2016).
Different structural units are human resource, finance, operations etc.
1. Marketing related with finance: With the help of finance marketing can target the
objectives of company by creating financial statements of profit and loss and indirect
costs. Both finance and marketing are very important for a business. Without proper
finance, the sources of income cannot be determined, and without marketing of goods the
product will not be able to sold in the market. They both are important for company to
achieve organizational objective.
2. Marketing related with operations: Marketing and productions are interrelated with
each other. As per the demand of the market, the production department of the company
decides the quantity of goods to be produced. They both are aimed to fulfil the needs of
the customers. If the marketing of Burberry is good then automatically the demand will
increase and this will increase the production of the company(Bailey and Ingram, 2017).
3. Marketing related with human resource: Targeting customer is very important for a
company because they are beneficial for long run. Burberry generally targets high section
of society who have more spending capacity. To achieve more sales with more
customers, the human resource team of the company should be strong. Funds should be
spend on advertisement of products, good packaging etc to increase the customer base.
4. Marketing and information technology: marketing and information technology are
inter-related to each other. They both are required to increase the sales of the product. By
the help of information technology, Burberry can advertise its product cheaply as well as
broadly. Information technology will advertise the products on different platforms of
electronic commerce(Kerin and Hartley, 2015).
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5. Marketing related to research and development:Research and development is very
important in all the sectors of business. Research and development finds the strength and
weakness of the product. Research and development will tell the strength of Burberry and
then the marketing sector will advertise the product on that basis. This will be benefit for
the company as problems of the product can also be found out and corrected. Research
and development should find the ways to manufacture the product in effective and
efficient way.
6. Marketing related with customer service: Customer service include the service
provided by the company after the after sale of the good. These service could be like if
goods are not of proper quality, or manual to use the product or any problem with the
product. It is very important for a company to provide good customer service as it can
give a competitive edge to your product over others(Baker, 2016).
LO 2
P3 Comparison of marketing mix of Burberry and Mark and Spencer
Marketing mix are set of tools that firm uses to identify different objective of the
company so that it can target the potential market. There are basically 7 elements in marketing
mix which can be controlled by the company so that they can influence there consumers to
believe on there products and purchase them(Daoud, 2016).
Figure:- 1
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Product:-
Burberry
 Burberry is having different segments of products in beauty, accessories, for men, women
and also for kids. There offerings are in luxury fashion brand's and with this strategy they
are creating value to there products.
 They are also offering soft accessories like scarfs which help the company to attract new
customers to them.
 Burberry's trench coats are having good image in market and are there signatory products
with help of which they have covered approx 60% of market share. They are offering there products to customers on differentiating factors so that no other
firm can compete to them. In 1880 also they came with a gabardine which is a breathable
fabric and this product generated a huge revenue for the company(Ryan, 2016).
Mark and Spencer
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Illustration 1: https://www.google.com/search?
q=marketing+mix&oq=marketing+mix&aqs=chrome..
69i57j0l5.3842j0j7&sourceid=chrome&ie=UTF-8

 Mark and Spencer in UK is top retail chain in the world. They are providing products for
all age groups as well as for all genders. There product category includes women
clothing, footwear, bags and accessories.
 There famous brands like Autograph, Classic, Indigo, Foot Glove generate huge revenue
for the company and they are also offering Home and furniture products which includes
home accessories, lighting, furniture for dinning room, living room etc.
 Company is also selling flowers and gifts items(Sajid, 2016).
Price:-
Burberry
 Burberry believes to have premium pricing of there products and also offer some low
range products to have right marketing mix and they are able to achieve there targets.
 As Burberry is a luxury brand so it does not compete according to pricing of there
products with the competitors rather they differentiate there products according to
product design and durability.
 If prices are change then it may cause loss of customers so there pricing strategy remain
the same at most of the times and if pricing has to be changed a deep evaluation is done
on market as well as competitors(Drucker, 2018).
Mark and Spencer
 Company is following competitive pricing strategy for its product portfolio. They are
pricing there products between medium and higher category due to there premium
products.
 As customers are having more choices company is following pricing strategy to compete
in market.
 They are also facing competition from online retailers. They are offering more discount
during seasonal time to get more customers and they sale there old stock at lesser
price(Karlsson, 2016).
Place
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Burberry
 Company is presently selling there products in approx 50 countries and have over 475
stores. They have located there shops in highly populated areas so that they can generate
huge revenue by targeting potential customers from these areas.
 They are working on digital solutions and innovation to provide good customer service at
these places and there distribution channels are very fast and efficient in the
markets(Bailey and Ingram, 2017).
Mark and Spencer
 It is an international brand having more than 1000 stores which are operating in more
than 50 countries all over the world. In UK around 850 store are there as firm's major
business is in UK only.
 Company has its own website from where customers can buy there products online and
can have home deliver. They also have international delivery solutions and people can
purchase there products with local currency(Kerin and Hartley, 2015).
Promotion
Burberry
 Company is very focused in promotional activities as it is very important part for target
audience.
 They are advertising about there products in high class magazines and also promotes with
help of TV, online ads etc in marketing mix as they are aware about the importance of
social media marketing.
 Burberry also invested in digital marketing and it helped them out as it become easy for
them to get connected with there customers and promote there brands.
 Adoption of digital technology is the main reason of there successful promotional
activities.
 They also promoted there brands with help of celebrity endorsements like Kate Moss,
Agyness Deyn which lead to successful promotions(Baker, 2016).
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Mark and Spencer
 They are going with advertisement campaign with help of digital marketing. They are
using different mediums like print media, TV ads, Mobile ads for communicating with
the customers.
 It is promoting the products on its own website and customers can find fashion tips from
there websites.
 They also do seasonal sale by offering special discounts to there loyal customers(Daoud,
2016).
People
Burberry
 Burberry is having trained sales team which are putting lot of efforts to lead in market
and giving preference to there customers for which each and every employees is trained
to respect the customers and solve there issues.
 People working in the Burberry plays an important role to maintain and improve quality
of the product offered to customers(Ryan, 2016).
Mark and Spencer
 Company is having 1000 stores in 50 countries and around 83000 employee strength.
Company is paying special attention towards there employees as they are the key strength
of there organisation.
 Mark and Spencer is also providing rewards to thee employees on bases of good
performance to boost them up. They also provide a special discount to there working
people.
 Pension benefit, life insurance, health insurance are some schemes which company is
giving to employees(Sajid, 2016).
Process
Burberry
 They take care about customers that their needs are fulfilled on time and for that they
have online delivery process.
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 They are doing market research to understated customers need and find new opportunity
for the firm(Drucker, 2018).
Mark and Spencer
 The stores of Mark and Spencer are organized beautifully as compared to other stores and
found at malls or sub urban areas.
 Store is divided into different section and every section is divided into subsection on
different floors, this help the customers to reach the place easily(Karlsson, 2016).
Physical evidence
Burberry
 They sell there products in a different color packaging so that it can be easily identified.
 They also have user friendly website in which product images are in high quality and
customers can view product images from various anglesBailey and Ingram, 2017).
Mark and Spencer
 As the company is present in 50 countries and have 83000 employees and is present in
countries like Turkey, Spain, France etc. all these stores are physical evidence of this
company.
 There wide range of products from clothes to gifts and furniture are physical evidence of
the company(Kerin and Hartley, 2015).
LO 3
P4 Produce and evaluate marketing plans for Burberry
It is very important for a firm to evaluate a marketing plan so that they can work
accordingly for achieving target of the firm.
About the firm:-
Burberry is a UK based firm which was founded by Thomas Burberry in Hampshire,
England and head quarter was in London in the year 1856 as luxury brand focusing on
innovative and functional outwears. Current revenue of the firm is £2.5 Billion. Company has
also been awarded Royal warrants by Queen Elizabeth II and Prince of Wales. Company is also
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