Comprehensive Marketing Analysis: Burberry and Zara Report

This report provides a comprehensive analysis of marketing essentials, focusing on the marketing strategies of Burberry and Zara. It begins with an introduction to marketing and its importance in the business world, followed by a detailed comparison of the marketing mix (product, price, place, promotion, people, process, and physical evidence) of both companies. The report then delves into the various tactics employed by organizations to achieve their business objectives, specifically highlighting Burberry's approach. A significant portion of the report is dedicated to a marketing plan for a new Burberry product, 'Bur-O', utilizing the SOSTAC framework, including situational, PEST, and SWOT analyses, along with objectives, strategies, tactics, actions, and control measures. The report concludes by emphasizing the importance of a strategic and detailed marketing plan for launching new offerings effectively. References to relevant marketing literature are also included.

Marketing Essentials

Table of Content
• Introduction
• Comparison of marketing mix by various organizations
• Various tactics apply by organization to achieve business objectives
• Marketing plan
• Conclusion
• References

Marketing essential is a very important element in the present business world. It enhances
the sale and purchase of goods and services by making people aware about the products and
brands in which the company deals in. Without effective and proper marketing, no business
can successfully operate and runs the business organisation. The company which is to be
considered for this report is Burberry which has commenced its business operations from
the year 1856. its headquarter is in London, UK.
Introduction

The procedure of marketing mix is related to the definite set of actions, tactics and plans
which are made and created by the company in order to promote the product and brand in
the market. This concept is very helpful and effective in order to know that the right product
is placed at the right place and at the right time. When an organisation produces something
then it becomes very crucial to market the same and in this context marketing mix helps in
properly making people aware about the products and services.
Comparison of marketing mix by various
organizations

Now, the following is the differentiation and comparison of marketing mix of two
companies namely, Burberry and Zara.
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Marketing mix Burberry Zara
Product The products which are served by the
Burberry are clothing, accessories,
jewellery, etc. It is very famous for its
fashionable clothes. The fragrance
collection involves Burberry touch,
Burberry Brit, etc. It also produces
the children wear and cosmetics.
The products which are served by
Zara are clothes, perfumes, for men,
women and kids as well. This
produces both formal and casual wear
clothes which helps in satisfying the
needs and demands of different
customers. It offers jeans, tops, shirts,
skirts, etc.

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Marketing mix Burberry Zara
Price The pricing strategy which is adopted
by the company is premium pricing
where the company targets the upper
class segment. This strategy is set by
evaluating the deeper understanding
and thought of market demand. Apart
from this, the company also follows
the psychological pricing in order to
attract the customers.
The pricing strategy which has been
adopted by the Zara is competitors
pricing strategy. The company offers
good and luxuries designs in clothes
at comparatively lower prices which
are offered by the competitors. The
company also follows the bundling
pricing where they combine different
products in order to improve the sale.

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Marketing mix Burberry Zara
Place The Burberry stores are located
throughout the world in the areas
which are highly populated that will
provide the definite generation of
revenue. Therefore, the products are
sold through branded stores, third
parties and global franchise.
Zara is reached to the customers
globally. It sells its products directly
from its official and physical stores.
Apart from this, also has digital
stores where the customers can shop
online and products are sold on
internet on different shopping
applications.

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Marketing mix Burberry Zara
Promotions The promotional tools which are adopted by the
Burberry are advertisements in business magazines,
digital hoardings, internet, etc. Apart from this, the
celebrity endorsement like Jake Cooper and Jourdan
Dunn. The famous Emma Watson has been part of
Burberry collections. The company is able to give
different vouchers to the customers which can be
redeem on the next purchase and this will influence
the increase in the sale of the company.
The promotional tools adopted by the
Zara are advertisements on social
networks like Facebook, Instagram,
Twitter. Apart from this, direct
marketing, ads on bill boards. The
company is also dependent on word of
mouth promotional tool. The company
gives seasonal and proper discounts
which also helps in attracting maximum
customers.

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Marketing mix Burberry Zara
Physical evidence The physical evidence of the
Burberry is concerned with the
premium class, status, market
segment, etc.
The Physical evidence of the
Zara is related to the affordable
products and services at
comparatively lower prices.

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Marketing mix Burberry Zara
People The people in Burberry is
related to the employees who
are effective and efficient
enough to provide better
customers services which will
make the brand more visible
and appropriate in the market.
The people in Zara is concerned
with the customers. It regularly
identifies the needs and
requirements of the customers
and develops the products
which will provide them
satisfaction.

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Marketing mix Burberry Zara
Process The Burberry includes the process of
innovation and research and
development, through which they are
able to produce new and innovative
products by converting the different
elements into the useful and
appropriate outputs.
The process in Zara includes the direct
and indirect activities. The direct
activities are concerned with adding
value at the interface of the customers.
Whereas, the indirect activities relates
to the back office services which
works to clear the query of the
customers after the sale of products.

The Burberry works immensely in order to fulfil the desired business objectives and goals.
The company is strongly focussed towards adopting the different strategies of the marketing
activities through which the sale and revenue of the company can be maximised. For this,
the marketing mix has been used which takes into account the 7P's of marketing starting
from product, price, place, promotion, process, people and physical evidences. By using
this, the company will be able to promote and develop the product in the market and also in
the eyes of the customers effectively and efficiently.
Various tactics apply by organization to achieve
business objectives