Marketing Essentials: Marketing Plan for Burberry and Zara Comparison

This report delves into the core concepts of marketing essentials, focusing on the strategic approaches of luxury brand Burberry and fast-fashion retailer Zara. It begins with an introduction to marketing's role in understanding customer needs and building relationships. The main body presents a detailed comparison of Burberry and Zara's marketing mix, evaluating their product offerings, pricing strategies, distribution channels, and promotional activities. The analysis includes tactics for achieving marketing objectives and a marketing plan for Burberry, encompassing company overview, executive summary, vision, mission, objectives, SWOT analysis, segmentation, targeting, positioning, and budget estimations. The report concludes by emphasizing the significance of the marketing department in organizational success and the effective use of marketing mix and planning for business expansion. References to academic sources support the analysis.

Marketing Essentials

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY ..................................................................................................................................3
PART 1............................................................................................................................................3
Covered in PPT...........................................................................................................................3
PART 2 (a) ......................................................................................................................................3
Comparison and evaluation of marketing mix of Burberry and Zara.........................................3
Tactics for achieving objectives..................................................................................................5
PAR 2 (b).........................................................................................................................................5
Marketing plan for the organisation............................................................................................5
CONCLUSION................................................................................................................................8
REFERENCES ...............................................................................................................................9

INTRODUCTION
Marketing essential is known as the tool which is utilised by the organisation in order to
identify needs of their customers and making effective relationship with them. This tool is
helpful for the business in establishing strategies by which needs and demands of customer can
be satisfied and on the other side profits can be earned. In the current market scenario marketing
is known as the essential aspect which is helping the business in making robust plan to explore
sustainability and customer relationship (Pike, 2015). For the major purpose of attaining huge
share at marketplace innovative marketing strategies are required to be prepared which leads the
organisation to reach to their targets and achieve sustainability in lesser period of time. This
report is prepared in order to understand varied concepts of marketing and marketing mix. The
report is wholly based on Burberry which is a British Luxury brand dealing in fashionable
clothing, accessories, footwear, ready to wear clothing and many more. Burberry is
headquartered in London, England. This report is related with introduction of marketing plan by
which Burberry may create plan to attain long term objectives.
MAIN BODY
PART 1
Covered in PPT
PART 2 (a)
Comparison and evaluation of marketing mix of Burberry and Zara
The marketing tool is a strategic formulation that is being used by the business in order to
attract and attain attention of larger marketplace. It is also being used to influence the marketing
behaviour of the business and in this suitable decision are taken by the company through which
more success is achieved in timely constraints (Braciníková and Matušínská, 2017). In this
Burberry has implement different strategy as in order to manage the pricing strategy and
promotional activities. The marketing mix in respective of comparison as in between Zara and
Burberry is as explained below as:
Basis Burberry Zara
Product Burberry is a company that has offer Zara is a business that is known for the

fashionable and unique clothes all across
the world. The trench and tartan coat has
been recognised more by the customer
along with this company maintain
balanced quality and attractiveness so
that prominent output is achieved. The
company always show more concern
about to increase quality design so that
successful modification is implemented
in existing marketplace.
selling of fashionable clothes,
sunglasses, accessories, designable outfit
and many other products as well. Zara
has differentiate its services as compared
to its competitor as in terms of quality
maintenance and effective designing so
that it is stratified distinct from others.
The company work at larger scale thus
its selling is varied as per the product
variation.
Price The Burberry has offered different
products at premium prices and target
higher income level group. In context of
it they have maintain clear focus while
segmenting the marketplace (Cooper,
2016).
Zara has maintain focus to produce
fashionable clothes but with higher price
or cost. In this they have influence
higher class people in easiest manner.
Place Burberry has better position in the
aggressive marketplace as in this they
have gain significant place over
international prospect. Burberry has
worked around 500 stores as all across 50
nation.
Zara has larger presence in the market as
they have covered around 30 countries
and its stores are also recognised by
curtained in trail room and for walled
mirror as well.
Promotion Burberry has promote its product while
collaborating with the famous celebrities
so that they have endorsed its product
and services in the marketplace. It
provide strong presence at global level.
Zara didn't invest its funds in marketing
strategies and along with this they have
maintain clear focus to emphasis
productivity by offering quality products
and invest in new store opening rather
then in marketing.
People Burberry provide training and
development to its employees so that
Zara has develop and design different
policies for its employee and for this

they could easily processed its working
with more perfection (Mehta and
Kaushik, 2015). It is also being used to
enhance skills and talent by which market
goals is attained in timely basis.
they have provide training as well. In
this employee ability is enhanced and in
this they could easily satisfy the demand
of customers.
Process Burberry is an international brand and it
is well known for transformation of
quality products and services. In order to
manage the working Burberry make
franchise that increase market presence.
Zara is also be an international company
and have worked with different portfolio
through which its market presence is
increases. The company has following
free billing program and in this they
have attract more of the potential
customers in easiest way (Purvis, 2016).
Physical
evidence
Burberry has differentiate its goods from
other and for that they have make certain
level of innovation and technological
advancement. In addition create different
selves in its stores that make easy for
customer to select its personal choice
products.
Zara has more advanced stores and it
make comfort for customer in order to
identifies its suitable service.
Tactics for achieving objectives
The tactics are the set of action that is performed by the business as in order to achieve the
standardised objectives in effective manner. The marketing mix of Burberry assist to formulation
of target and objective so that productive amount of changes is implemented successfully. The
business has planned to open new stores and for that it is essential to implement strategy so that
better values and image is circulated in the marketplace (Piñeiro-Otero and Martínez-Rolán,
2016).

PAR 2 (b)
Marketing plan for the organisation
A marketing plan is known as the plan in written form which is used by the company in
order to execute their marketing strategies in sufficient manner. For business expansion and to
intensify customer base this is imperative that marketing plan is adhered to actual actions.
Marketing plan for Burberry is elaborated as under:
Company overview: Burberry is a market leader organisation headquartered in UK.
Burberry is having huge product portfolio of fashion clothing, accessories and many exotic
products (Pike, 2016). Burberry is providing exotic products to their customer and trench coat is
one of the prominent speciality of the company. In current time Burberry is having 9862
employees which are handling business in 498 locations. The company is planning to intensify
their market share by introducing new product range of traditional wear in India.
Executive summary:
Burberry is trying to launch range of traditional wear in India in order to grab high
audience for this sector. These cloths are made from high quality material and which enable the
company to enhance their customer base and profit as well. This expansion is making them to
attain new market segments and new customer base as well.
Vision: Vision of Burberry is to enhance value of their brand in marketplace by providing
their customer distinct designed clothings and accessories items.
Mission: Mission of Burberry is to obtain high value from their customer in order to
manage integrity and market availability (Rancati, Gordini and Capatina, 2016).
Objectives: The primal objective of Burberry is to enhance their sales by 12% in next 12
months by rendering new designs traditional wears.
Situational analysis: SWOT analysis on Burberry is elaborated as under:
Strength Weaknesses
 Burberry is having prominent brand
image due to which they are able to
attract more customer to make buying
decisions.
 Burberry is keeping huge portfolio of
products and this is the major reason
 Burberry is having premium pricing
policies in which this is giving
weakness to the company. In market
there are huge competitors which are
ready to sell products in cheap rates

that they are able to deal with their
rivals in most efficient manner
(Okumus and Cetin, 2018).
compared to Burberry.
 Customer are having dynamic choice
and needs due to which adverse
impact on sales and profits.
Opportunities Threats
 Burberry is having opportunities to
tap into new market segment in order
to explore new opportunities existing
in the marketplace. As the company is
entering into market segments of
India with their new range of
traditional wear.
 In current market customer are
actively supporting new brands and
new trends. So under this Burberry is
having opportunities to place their
traditional wear in distinct manner.
 In market Burberry is having huge
rivals such as Gucci, Zara and many
more. These rivals are providing same
range of products and giving threat to
the company.
 In India traditional wear is highly
acceptable but at the same time so
many homogeneous products are
available in the market due to which
threat of brand replacement is existed
with Burberry.
Strategy:
Segmentation Segmentation is categorised as the procedure in which customers are
bifurcated by the company in order to regard their target customers. Burberry
is planning to segmentise their customer on the basis of lifestyle and income.
Targeting Burberry is willing to utilise targeting strategy so as to recognise their target
market and customer as well. For this reason the company is using social
media marketing in order to promote their new product segment.
Positioning Positioning strategy is used by Burberry in order to provide position to their
brand. In order to attain high value this strategy is useful to make purchase by
their customers (Wilson, 2017).
Tactics: 4p’s of marketing mix

Product Traditional wear are manufactured by high quality clothing material. These cloths
are suitable for skin of customer and hence high recommended by them.
Price For this company is using premium strategy in which they are targeting elite
customers so as to enhance profit and to meet expectation of their customer as
well.
Place These cloths are sold at newly opened store at India. On the other hand for
traditional segment company is ready to open a brand new store specifically for
these clothings.
Promotion Burberry is planning to use social media and celebrity endorsement for promote
their new segment of product which is traditional wear (Akbar, Omar and
Wadood, 2017).
Budget estimation: The company has estimated £ 160,000 for developing and launching
this product as given below
Specifics Amount (£)
Latest technologies 90000
Promotional strategies 20000
Product development resources 20000
Training and development 30000
Monitoring Control: This is required for Burberry that after the execution of marketing plan
they measure efficiency of their plan in order to recognise market response. For this KPI is used
by them so as to measure organisational performance at every aspect. On the other the
management of Burberry is comparing expected and actual performance in such a way that to
determine any variations (Uncles, 2018).

CONCLUSION
From the above detailed report this can be deduced that marketing department is having
major role in succession of an organisation. The marketing department is putting efforts to
understand needs and demands of their customer so as to modify business offerings. On the other
hand marketing department is making high end efforts to examine most prevailing strategy so as
to place organisational offering in most prominent manner in market. Marketing mix is an
approach which is helpful in making various decisions related to marketing. Marketing plan is a
action plan during marketing process so as to get succession over business expansion.

REFERENCES
books and journals
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and its Characteristics-A Review of the Relevant Literature. Galore international journal
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Promotion of Luxury Goods (pp. 109-132). IGI Global.
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Marketing Journal (AMJ). 26(2). pp.187-193.
Wilson, R. M., 2017. Marketing Controllership. Routledge.