Business Research Project: Analyzing Digital Marketing for Burberry

This business research project examines the role of internet marketing in enhancing brand awareness, focusing on the fashion industry and specifically Burberry. The report begins with an introduction to marketing's significance, particularly digital marketing's impact on brand promotion, distribution, and customer engagement. The background of Burberry, its product offerings, and its digital strategies are then discussed. The research rationale emphasizes the importance of analyzing internet marketing methods and their impact on consumer behavior. Research questions explore the concept of internet marketing, its role in business promotion, Burberry's challenges, and potential solutions. The literature review delves into the impact of internet marketing on businesses, particularly within the fashion industry, and its role in brand awareness. The report also examines the methodologies used, resources, findings, recommendations, and concludes with a summary of the key insights. The findings highlight the importance of digital platforms in the fashion industry for brand promotion, customer engagement, and the need for strategies to overcome challenges and enhance brand awareness.

Business research
project

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Background of organisation...................................................................................................3
Research rationale..................................................................................................................4
Research questions.................................................................................................................4
Research aims and objectives.................................................................................................4
Literature review....................................................................................................................5
Methodologies........................................................................................................................9
Resources used.....................................................................................................................11
Findings and Recommendations...........................................................................................11
Conclusion.....................................................................................................................................12
REFERNCES:................................................................................................................................13
Books and Journals:..............................................................................................................13

INTRODUCTION
Marketing is one of the essential function under the management of business. Its plays vital role
in delivering goods and services into worldwide operations. Marketing involves promotional
strategies, distribution of goods and services, discounts and pricing factors. In modern world,
internet play crucial role for making promotions and regulating awareness about companies
product into large market. Internet serve worldwide area simultaneously and indulge every
human being towards its influence. Every other individual is connected and empowered with the
use of internet as it becomes an important part of life (Sudha, and Sheena, 2017). Business also
regulate their activities via internet sources and perform various task by making the best use in
technologies, payment modes, market research and many more. The vital use of internet has been
taking for making product promotions in order to reach every customer and attract audience by
showing them features, durability, reliability and meaning of the product. This research is going
to show pros and cons of digital marketing as a promotional tool with context of the organisation
Burberry(Losada, and Mota, 2019). The company is one of the popular retailer into fashion
industry that serve clothing, accessories, cosmetics and other fashionable products. In reference
to this, company needs to adopt internet sources in making promotions that drive several
benefits into competitive market with appropriate research methods and data collection tools
(Mwinuka, 2017).
MAIN BODY
Background of organisation
Burberry is a reputed firm into fashion industry which was first established in 1856. it was first
operated into London, United Kingdom and now scatted their products and services across
borders. The products of Company includes varieties of clothing apparels, footwear, cosmetics,
perfumes and many other accessories for children and females of all ages. It has covered large
area into the world by opening heir local stores or dealing with manufactures to n provide their
goods into different stores with the brand name (Gould, and Nazarian, 2018). The firm known
for its high quality products mainly attracted through long trench coats, boots and incredible
fragrances. Also, the company was focused on every type of wear whether it is ethnic,
sportswear or western clothing. They believed in high fashion trends by manufacturing products
as per market trends and customer preferences. The company has enabled high digital strategy

for making promotions of their brand which result in high growth in last one year (Moyo, Mare,
and Matsilele, 2019).
Research rationale
The research is based on the significance of internet marketing in order to make promotions
which would result in effective results. In order to conduct a research properly, there is need to
finding and analysation of proper methods and approaches (Laaser, and Toloza, 2017). These
factors will help both the researcher and learner to deliver best of information that contain
reliable and authentic criteria. In order to formulate strategy for this research, it has found that
preparing interviews and literature views will get close results on the issues and questions asked
by people. This way, the use of social media In getting aware about a product will be
understand from the people itself that how the brand promotion influence on their buying
behaviour and decision related to make use of it. Also, this research has contains secondary data
sources through which facts an d details will come out that becomes an easy for the learner to
evaluate objective of the research. There is strategy to make the results in less time and cost
which will be feasible for making the research useful and appropriative (Zhang, M., 2019). The
results will be come out through intepretivism approaches where data gathered could be made
through assumption and get change as per the requirement of learning.
Research questions
 What is the concept of Internet marketing?
 What role internet marketing play in making promotions for business?
 What are the problems faced by Burberry in making brand regulation?
 How problems in doing internet marketing could get solved within fashion industry?
Research aims and objectives
Aim:
“To examine the role of internet marketing in increasing brand awareness within UK
fashion industry”. A study on Burberry.
Objectives:
 To understand the significance of internet market in context to business.

 To examine the role of internet marketing in increasing brand awareness within UK
fashion industry.
 To determine the issues faced by Burberry in enhance brand awareness within UK
fashion industry.
Literature review
To understand the significance of internet market in context to business
According to the author Sudha, M. and Sheena, K., (2017).internet becomes an important
part of every individual life working for studies, career, or gaining knowledge of the world
situation. An individual could analyse what Is running and influencing into the market that could
have make use for them. Internet consist several methods, data, informations and finding that an
individual desires to obtain into their life. Business are nowadays, become more of human
centric that means, they are working on the basis of customers wants and preferences. Main
motives of business firms is to regulate their products to the worldwide market but they lack
with many factors like capital, financial resource, land and labours. Internet lower down these
hurdles by enabling the opportunities to grow online selling from any part of the world and to
anywhere at worldwide reach. It consist large leading data and informations through e-
commercial sites. People get to know about latest trends, prices about new products at their
convenience and it becomes easy to order and take advantage of delivery from one place to
another (Bonjisse, and Morais, 2017). From the context of Burberry, the company make proper
utilisation of internet sources by building marketing strategies and launching products with
attractive designs, content and top quality features. In order to make people attract towards
digital platforms like websites, applications, companies use methods of gaining followers
through SEO optimization, website development, marketing advertisement though ads and
subscription. It is important to use available opportunities through digital sources in order to
make brand expansion into large market where business could not reach altogether. Marketing
has taken up a turn into its process, like in past times marketing was difficult to approach each
individual at their door step or wait for customer to come to the store. Now, internet provide
reliable assistance for making its possible through websites and eliminate hurdles faced by
business in promoting business, brand, and products (Okumus, and Cetin, 2018).
According to Meraviglia, (2018) The role of internet marketing is widely spreading all
over the world. Every business is now depending on internet Technologies and its features to

grow and develop sales and customers. Internet marketing simplifies a selling process which
enables low cost to engage large customers and create brand name. In conduct of business within
the fashion industry of UK , people are mainly indulge in online shopping due to the crisis of
covid-19 pandemic which has lower down whole economic condition. Inflation irregular demand
and supply disparities are major impact of covid-19 into fashion industry. Therefore , internet
marketing is required to maintain the sales and customers across the globe by providing them
their favourite and most wanted products at the doorstep. Internet marketing found to be cost
effective as well as efficient in reaching to large number of people. An offline sale will not
provide customers feedback and their actions on brand and products. Whereas, through internet
marketing, all the actions and customer arrival get recorded through internet marketing tools and
techniques. It significantly drive traffic on the social ages. People would undertake interest in to
business by checking regular updates and acknowledge all the relevant information they are
searching for. Also internet marketing is well known provider for producing marketing
campaigns for events and social gatherings. As internet marketing allows multi function
activities at once. The UK fashion industry like Burberry could enable more than one campaign
as per customers’ demographical area. It becomes easy to undertake millions of customer
simultaneously and provide multiple functions through website and apps. Internet also helps in
maintaining competition and product visibility into the market. Internet also provides Research
and the strategies of competitors which are using to make their brand name. So that Burberry
would prepare with what is going into market and choose their best ideas which is far superior to
their competitors. It maintains relationship and competitiveness so that business practices and
marketing campaigns will go hand in hand. It provides immense support to customers for 24 into
7 which makes them satisfied and retain for long time. Therefore internet is significant in all the
aspects for a business to grow and expand the turnover profitability and business reach. So that,
the business will come to internet marketing by minimum investment and get high return in
terms of customer arrival and supply and demand.
To examine the role of internet marketing in increasing brand awareness within UK
fashion industry
According to the author Rathnayaka, U., (2018). digital technologies and marketing are
interrelated as marketing focus on becoming highest seller above from the competitors. Social
media or internet marketing connect every individual from businesses and their products in the

form of followers on websites, application and commercial sites, television, news and articles.
These all are the channels through which people get informed by new posts, images, and
contents. Internet marketing work as a promotional tool for promoting into accurate, attractive
and cost-effective way. personal and cost-effective manner. The fashion industry is totally
emerged with internet sources which connects their customers together with the aim of the
companies. Fashion industry have short life span of their products as it needs to get renovate due
to the dynamic environment of market where people come up with daily new updates, trends
and wants. Digital marketing make it possible to emerge business with the daily trends by
showing regular updates and new innovations. Marketer are looking for each marketing criteria
to opt and choose the best for their organisation that get beneficial for taking advantage over
competitors. As every business using social platforms, customers get varieties of option for
shifting their demand and purchasing power to other firms. So that, markets evaluate proper
research in gaining the best use of internet in checking steps of rivals and hence, make their step
more superior from them. The more digital technologies get powerful,m the more it emerged
with fashion industry (Shin, and Lwin, 2017). Burberry resist their growth into recent year with
the evaluation of digital promotions. The y use the channels to communicate with customers
about their demands and modification they want from the company by enabling customisation
facilities on trench coats, that get better day by day and being the reason for attracting large
people.
According to (Bowen, and Ozuem, 2019) Internet marketing has its main characteristics
to increase brand awareness for the business. Although, brand awareness is the most a certain
and required activity for every business organisation who looked towards long-term growth and
expansion into the market. Brand awareness provide customers a reason To involves that trust
and time which left no efforts to make them happy. Therefore comma in the UK fashion industry
the Burberry is known as a luxury brand into all over the world which sell their unique product
that provides their customers recognisable Grand and its efficiency into the market. A brand
could only be certain by providing rare and innovative products that has their only right on it.
Therefore it is not possible to make everyone aware about the brand so that internet marketing
plays a vital role here. Business have many options to promote and enlarge their brand in the
market but they need to identify the most effective one which is through social media marketing
by launching campaign, portfolio and promotions. Therefore, it takes a few time to tell about

something which an individual likes which is called mouth publicity into to the world of
marketing. So that nowadays people share their most like product and brand in to social
platforms and create brand awareness through one person to other. Purchasing and selling
through online give accurate feedback and personal observation on the brand which makes it
capable to sustain into the market. Burberry created its brand name through providing unique
concept behind the products as well as launching it into an attractive way that people Crave for
it. At the time of covid-19 pandemic , the only thing which has not changed for the fashion
industry is their brand name as people still recognise and prefer to purchase through their brand
as they are the most trusted brands which actually fulfil the customer demand by maintaining
quality and other features. There are a lot of competitors into the fashion world which they want
to keep their products updated and at the top of customers’ priority list. Creating brand
awareness through internet marketing is highly essential into this competitive and dynamic world
as tables could be turned anytime so that people will not lose their retention by treating potential
customer as a first priority and evaluate all the research through social platforms about the need.
Burberry maintain their relationships by enabling sale and discounted offers and update through
various platforms like websites emails and text.
To determine the issues faced by Burberry in enhance brand awareness within UK fashion
industry
According to the author Bonetti, and Perry, (2017). digital technologies have risen up for
creating large opportunities into UK market. The technology rises with the flow of its both
advantages and disadvantage which makes the business think before enabling any digital
operations. The world has both positive and negative direction that makes it different into real
and fraud activities. Every other person work and suffer to make more money through any
source. Business organisation need to be aware about market misleading activities that could
influence on wider term if not considered accurately. There are various problems rise with the
rise of digital empowerment. These issues are related with fraudulent activities that conducted
into market for earning money. In the past years, many issues come up in relation with gaining
fake followers, increase volume content rate, security of big data and maintenance of privacy. In
light with these misleading activities, business neds to be more aware before taking any step
towards digital insights. Also, cyber crime is also been rising influenced by hackers who control
on companies data or get it into their reach to make benefits into market. In fashion industry,

there products have shorter life cycle which gets change on daily basis, this reflect the issues in
gaining new customers very time launching new products(Lindsey-Mullikin, and Borin, 2017).
The market is filled with many frauds who make reputation on purchase of followers, like and
comments on social channels by charging high amount and results in gaining non active
followers or fraud acquisitions. Apart from these issues, business also face issue in consumer
behaviour towards buying product from online sources(Altinay, GÜÇER, and BAĞ, 2017).
People sometimes creates a negative mindset over online products bye not believing on quality
and quantity. Burberry get affected by consumer demand that get shift to its rivals easily for
which the company make more efforts in more innovative aspects. Digital platforms not only
provide assistance for growing products but also give rise to competition that creates impact on
products get unsold and out of date as people only prefer to buy new ones out of old.
According to (Guercini, Bernal, and Prentice, 2018) The Burberry is the only brand
which is integrated as per the British culture. They provide a unique selling proposition which is
connected through people and their wants. The company provides high quality and standardise
good with innovative and modern trends by giving a unique texture to to complete a classic look.
Burberry faced challenges and issues in regulating their brand name as a way of launching the
logo and creative product recognition as the work on the principle comma value and ethics which
make them a sustainable and emotional. So that try to keep the logo and product as per the entire
per customer demand without differentiating them in age, size and colour. This is difficulty in
maintaining ongoing trend for all the users irrespective of their culture and demographic
changes. But as Burberry holds a luxurious brand position, they are unable to attract and create
brand awareness into middle-class society who cannot afford to purchase Burberry product. This
challenge to overcome within UK fashion industry so that they could influence number of people
towards the company but their principles make them stop doing this. As the time goes , Burberry
holds and settle a unique brand name adopting British culture and giving people and essence of
their value and ethics. They recognised their brand motive and created a new logo which shows a
confidence and forward thinking luxurious approach. Through the way of internet, it becomes a
challenging task to grab customer’s attention more than Rivals.
Methodologies
Research philosophy

The philosophies consist the aims and motive of performing research on which the whole
criteria focused on. It provides some relevant and assumption on the research which shown facts
and non-facts cases. It is believed that, the research must be closely analysed from people who
could make reliable contribution in giving justification on research issues (Carroll, E.R., 2019) .
The epistemology philosophies used to demonstrate this research to provide trustful conclusions
and findings. There are two kind of philosophy that is positivism and interpretivism. The
philosophy which is based on scientific research and required accurate details is based on
positivism and interpretivism is all about theoretical aspect in which the researcher make their
own understanding and find the most possible outcome. Hence, interpreter which approach is
suitable for this research as it require on understanding and qualitative research to fulfil the
object
Research approach
Research approach is used to demonstrate the steps on the basis of results will be drawn.
These approaches are helpful in setting strategies and planning for effective ongoing of research.
There are basically two types of research qualitative and quantitative in which both the
approaches are suitable for specific assumption (Argo, H., 2020). The research based on the
approach of Inductive and deductive which are part of qualitative and quantitative research
methods. In which , inductive approach is part of positivism philosophy which required scientific
solution and statistical data. Whereas, deductive approach build theoretical framework with the
help of literature review. This research is based on deductive approach due to limiting statistical
sources. Indicator approach will not be suitable as the researcher could not gather proper data in
the time of covid-19.
Qualitative and quantitative methods
The research performs on the basis of appropriate approaches and strategy which is necessary to
gain desired results. Therefore, there are two important methods of doing research. Qualitative
research enables the researcher follow all the literature sources related with the topic and find
necessary information which could be helpful in making fruitful results whereas, Quantitative
methods is essential to take the research information in a close and narrow manner in which
surveys, interviews, observations would get made (Barnes, J.E., 2018). The qualitative method
will be suitable for this research as it does not involve any site visits and data could be collected

through journals, books. Quantitative research is not suitable as surveys and questionnaire are
not possible to conduct in the time of Covid-19 to maintain health and safety.
Primary and secondary sources
In order to conduct research on effective strategies and sources. There are two important sources
which is interconnected with the approaches and strategies used in carry out the research and its
results. Primary and secondary source are the most used and desired by every researcher. These
sources have their own significance. Primary research is used when the data needs to be
authentic and accurate to the question. So the researcher will reach to the locations and take
interviews, surveys, observations on the basis of results get made. Whereas, secondary source of
research put influence on defining litterer sources, books and articles to acknowledge every fact
about the topic and does not require any data and graphical representation. This source is cost
effective and time taking. This research is based on secondary sources as it consist literature
review and qualitative method so that researcher would gather data with accurate health and
safety.
Research strategy
Every work, activity or task needs an accurate strategy to perform the work into effective and
smooth manner. In context with this, research has to drawn conclusion on the basis of both
primary and secondary sources in the form of questionnaire, interviews, surveys (Islam, M.R.,
2019). Also, on the basis of secondary sources, data collected through preparing notes and
findings with journals, articles and books do that is would be easy for the researcher to use key
point and no relevant information would lack from getting into consideration.
Resources used
Resources are important to conduct an effective research properly. A researcher will ensure
proper utilisation. The resources used in this research are laptop, mobile, journals, books and
internet (Kaczorowska-Spychalska, 2018). These resources have helped the researcher in
understanding the fact materials for making reliable conclusion.
Findings and Recommendations
As far as concerned about marketing strategy and internet usefulness. These both are the
vital elements for an organisation. Without marketing, No organisation could be able to reach to
number of people and make highest turnover into large market. The research has shown
responses of various respondents which drive the facts that internet is useful into all the ways to

carry out business activities in order to make the people attract towards products and services.
Therefore, the organisation must contain valuable internet sources into fuller manner after taking
privacy precautions and make collaborate with reputed brand. In order to follow market
opportunities, there is needed to take first mover advantage of market factors due to
technological up gradation and pool of natural resources. There should need to focus about
eliminating issues related which businesses faces regarding digital dis-balance, the managers of
Burberry must undertake tall the essential factors related to cyber security so that no data would
get theft and privacy gets maintained. There is need to operate software systems which asses
servers and unrelated cookies. Through which, no unauthentic subscription could not connect
with companies websites of web pages. The more internets is flexible, the more it involve
various security accumulation that must be identify effectively. Also, promotions must b
encourages more with digital sources and attract contribution of many people. It is also
recommended that, the Burberry needs to continue to make active campaigns and promotions in
order to attract large number of customers towards their luxurious brand and make it enable into
the large market. As the problems faced by Burberry during the covid-19, internet marketing is
the most integrated element through which the Burberry can stand in to competitive market and
promote their sales. The fashion industry must implement all the friends and changes into the
choice of customers and their purchasing behaviour by accumulating proper research about
fashion and what is running in the market. Internet create easy path to research all the friends by
connecting with the customers directly through feedback, direct conversations, ratings and using
AI Technology. There is needed to take first mover advantage of market factors due to
technological up gradation and pool of natural resources. There should need to focus about
eliminating issues related which businesses faces regarding digital balance, the managers of
Burberry must undertake tall the essential factors related to cyber security so that no data would
get theft and privacy gets maintained. There are a lot of digital and internet marketing involved
into the fashion industry to analyse each and every action of customer so that the Burberry will
not left with any chance to dominate the fashion market. Therefore it is recommended to improve
software and hire professional it expert so that, the Burberry will eliminate all the hurdles from
their promotions and marketing activities. Internet is all about being creative and reaching to
customers as much as possible.