Marketing Report: Burberry's Marketing Mix and Plan Analysis

This report delves into the marketing strategies of Burberry, a luxury fashion brand, examining its marketing mix, including the 4Ps and extended Ps, and how it aligns with its business objectives. It analyzes Burberry's pricing, place, product, and promotion strategies, comparing them with competitors like Zara. The report further evaluates Burberry's marketing plan, including a SWOT analysis and the application of Porter's generic strategies, specifically focusing on differentiation. The report highlights the importance of the marketing mix in achieving organizational success and the impact of various marketing tactics. The report concludes with a detailed marketing plan for Burberry, considering its expansion plans and the introduction of new product lines like sunglasses, offering insights into how the company can maintain its brand image and achieve its goals.

MARKETING
ESSENTIALS
1

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1 ...........................................................................................................................................3
(Covered in PPT)....................................................................................................................3
TASK 2............................................................................................................................................3
P3 Marketing mix of different organisations to achieve business objectives........................3
M3 Different tactics applied by organisations to business objectives....................................6
TASK 3............................................................................................................................................7
P4 Evaluate the marketing plan.............................................................................................7
M4 Produce a detailed marketing plan for an organisation....................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11
2

INTRODUCTION
The marketing plays an important role in an organisation as its functions include
advertising and promotions of products to the customers (Perreault, 2018). The approach of
marketing for different companies can be different but they need to decide the activities which
will help them to be successful. The marketing strategies of the organisation helps in identifying,
analysing and understanding the needs of employees and customers. They should understand
their needs and wants and make strategies to fulfill it. The organisation chosen for this report is
Burberry. The organisation is in luxury fashion and make clothes for menswear, womenwear and
childrens. It is a fashion brand found in 1856 in UK. It designs clothes for rich customers and
understands their needs. It is a big organisation and makes the clothes trendy. The report include
the roles and responsibilities of marketing as a function, analysing the relationship between
marketing and other functions, importance of marketing mix to the organisational success,
developing marketing plan for the organisation.
TASK 1
(Covered in PPT)
TASK 2
P3 Marketing mix of different organisations to achieve business objectives
The marketing mix is the set of actions and tools used by companies to promote its
products. They use the tactics to sell the products and make strategies for achieving profits. They
help organisations to understand to place right product at right time and at right place. The 4P's
were used by organisations when companies used to sell products and there was little service
included. With the increase in service the customers are focussed on getting experience. The
extended P's are related to the service provided by organisations (Stephens, 2016).
Marketing Mix Burberry Zara
Price- It is the value received
by customers from products
they purchase. The price of
products depends on the costs
of production. The price
The strategy used by Burberry
is premium pricing. Their
business strategy is providing
fashion products which are
expensive and can attract rich
Zara is comparatively
economical as their products
are affordable. They have
premium pricing but their
customers are of multiple
3

affects the decision of
customers.
customers (Kayabasi and
Mtetwa, 2016). They cannot
sell products which are lower
in price as they are successful
because they are expensive
and customers trust the brand.
The quality of products is
determined by the price of its
products. The customers use
its products as pride and they
are willing to pay for their
products.
income group. The products
are affordable and good in
quality. The brand uses
promotional strategies to sell
products. They have trendy
products and affordable.
Place- It is point of sale for
organisations where they
contacts customers and sell
their products. It includes
managing the supply chain and
distribution of products. The
place of the organisation is
important for the success as
they attract customers.
Burberry has more than 500
stores worldwide. They have
stores at premium locations to
attract the customers. They use
streets which are busy and
have markets. They have
online stores and get profits
from that. Their websites gets
demands from customers
across the world as there are
countries which have demand
by they do have have stores so
they can sell online.
Zara has a business model of
owning the stores as they do
not give franchise of its stores.
Their stores are consistent in
countries and gives customers
good experience (Kotoua and
Ilkan, 2017). The stores have
good lights and attractive
mirrors.
Product- These are tangible
goods which are sold by the
organisations. They determine
the success of the
organisations and the success
The products of Burberry are
fashionable and good in
quality. They are trendy and
luxurious. The designs of
Burberry are unique and the
Zara is one of the largest fast
fashion brand of UK. They
have products for men, women
and children and they are
trendy. The products use
4

of products helps them in
understanding the growth.
material is good. The design is
from 1880 and it is still the
best selling design and
customers recognise it as the
brand.
sustainable process in
manufacturing and the waste is
reduces. They use bags which
are of biodegradable material.
Promotion- The activities
used by marketing department
to sell the products. It includes
advertising, promotions,
incentives, etc. It involves cost
to promote products.
Burberry make strategies to
promote its products. There
promotional strategy is made
to attract customers. They
promote their products by
giving advertisement in high
class magazines as they are the
customers of the organisation
(Lu, Poon and Weng, 2018).
Zara make strategies to invest
its money in opening new
stores. They do not have
promotional strategies. Their
business model involves
spreading word of mouth. The
customers get attracted from
that and they do not involve in
marketing campaigns.
People- They are the
employees of the organisation.
They are involved in
marketing of an organisation.
It is important that
organisations have employees
which understand the goals of
an organisation. They make
the strategies to promote and
achieve profits.
Burberry focuses on selecting
employees which are fit. They
should have the focus on
fitness and they should be well
trained. They give good after
sale service to its customers so
the employees should be
educated and have good
communication skills.
Zara is an employee centric
organisation and measure the
productivity. They motivate
the employees by giving them
performance appraisal. Their
employees are willing to help
customers when they visit the
stores and explains them about
products. Their online
customers are important for
the success of the organisation
(Perry and Pyatt, 2015).
Process- These are the
strategies made to supply
products to customers. The
process includes sales,
Burberry uses technology to
increase the efficiency in an
organisation. They use SAP
which helps in understanding
Zara have skilled employees as
they alters their collection
every 15 days and this requires
employees at every level.
5

customer service, etc. The
process of the organisation
should helps them in
increasing the productivity.
The organisation should
understand the process and
helps in achieving profits.
the process of the organisation.
They will provide good quality
customer service. The staff
should be taught about the
technology used by them as it
is important for the success of
an organisation (Scarborough,
2016). The employees of the
organisation are capable to use
the operations then they will
be successful.
Their process is normal and
does not include anything
which cannot be used by
employees.
Physical evidence- It is the
experience of customers. It
includes the factors which are
important for the organisation.
Burberry has its stores with
similar look to give the
experience to its customers.
They have employees which
helps them in selling products
to customers and satisfy their
needs. The stores are located
in places which attracts
customers.
Zara make strategies for the
success of an organisation.
The stores are clean and an
international designs. The give
good services to customers and
helps them in trendy products
which are affordable.
Contribution towards achieving organisational objective
The marketing mix of the organisation helps them to make the strategies of products.
They are important to the success of an organisation (Jolliffe, 2016). Burberry is a fashion brand
which have expensive products. The marketing mix is important for the organisation as they
understand the importance of customers and make the marketing strategy for achieving the
strategies of the organisation.
M3 Different tactics applied by organisations to business objectives
The business objectives of the organisation should be communicated to the employees
and they should make the strategies which should include the marketing mix.
6

Positive impact- The marketing mix of Burberry provides guidance to the allocation of
resources and focus on maximizing the profits and customer satisfaction. It helps to allocate the
responsibilities and helps in the communication process which is important to coordinate
different departments. From the point of view of Mark Acutt, the resources in an organisation are
limited and marketing mix helps in identifying their use so it is important that the marketing
department make strategies to apply it to the goals of an organisation.
Negative impact- Burberry has operations in different countries and they have different
segmentation of customers so the marketing mix should be updating according to the external
environment. The marketings conditions impact the marketing mix and it need to be identified to
achieve profits. The managers will understand the market and coordinate with different
departments to achieve it.
TASK 3
P4 Evaluate the marketing plan
The marketing plan is a structured format that includes the objectives of a new plan and
makes strategies to achieve profits (Abedi and Abedini, 2017). They help the organisations to
expand the market of product. It is formed on the overall strategy of the organisation and the
business should align the new strategies with the overall business strategy.
Burberry is one of the popular fashion brand which is operating at international level and
majorly deal in luxuries and high priced products. The company is planning to expand its
business in different countries in order to acquire large market share.
SMART objective
The smart objective of Burberry is to introduce sun glasses in the existing market within
4 months in order to expand its product line with increase in the profit margins by 15%.
SWOT Analysis
SWOT analysis helps company to know its capabilities and inputs in order to become
strong in its operations and should be aware of the various factors which can impact the
performance of the business.
Strengths
The company has established its brand name across the globe and is known as one of the
expensive luxuries brand and has strong customer base. This popularity of brand provide it great
7

support while introducing new product as it need not to do promotional activities to make
customer aware. Moreover the unique designs make them stand out in market.
Weaknesses
The products of the company are available usually at high prices so average income
group cannot afford it. Due to this they have less customer base in comparison to others
competitors.
Opportunities
The expansion of product line will help company by increasing its market share and they
need to spend extra in the advertising activities.
Threats
The company is facing high level of competition in market as the other companies are
also providing same products with little variations (substitute products) at lower prices.
Porter's Generic Forces
Marketing plan helps in evaluating the business current status and accordingly strategies
are formulated in order to achieve the desire results.
 Cost leadership- This strategy helps in analysing the pricing policies and provide
competitive advantage in the business. In context of Burberry, the cost leadership is not
beneficial for them as they are having premium prices for its products.
 Differentiation- Differentiation strategy helps company to know their position in
marketplace on the bases of their uniqueness. In context of Burberry, they are providing
unique range of products to its customers that is unique designs which are quite
attractive.
 Focus Strategy- Focus strategy can be implemented in two ways that are cost focus and
differentiation focus. In context of Burberry they are applying focus differentiation
strategy in its business operations.
Choosing the best strategy for sun glasses
For introducing sun glasses range in its product line company should adopt the
differentiation strategy in order to attract the customers as their are many other competitors who
are dealing in sun glasses range.
Marketing Mix
8

In business operations the strategies work only in those cases where basic elements of the
marketing mix are desired properly.
 Price- Burberry is providing products at higher prices and in this case customer want
quality for the price which they are paying. Thus company is providing premium quality
products at high prices.
 Place- The company is operating at international level and has established its presence in
global market by occupying premium locations for its stores.
 Product- The company is going to provide sun glasses in different styles with good
quality and the USP of the company is its design.
 Promotion- The company will promote its product with the help of existing celebrity
models and also use the hoarding for promotional activities at prime locations.
Budget
Monitoring and Controlling
Monitoring and controlling is one of the essential activity which is important as it
regulates the operations of business. Basically it is a process where actions of employees are
monitored by high authorities and if anything goes wrong then corrective steps are taken by
them. All the factors are identified by the higher authorities which are acting as a barrier in the
implementation of strategies and such deviations are removed by them. In respect of Burberry,
they need to focus on its monitoring and controlling activities as company is introducing new
product in its existing range of products which requires due attention.
9

M4 Produce a detailed marketing plan for an organisation
Burberry is the fast fashion luxury brand and have products which are expensive
targeting the upper class customers.
The smart objective of Burberry is to introduce sun glasses in the existing market to
expand product line and profits by 15%.
Marketing plan is made to make new strategies according to the capabilities and
operations of the organisation.
Effectiveness of the marketing plan- The differentiation strategy is used to introduce
new product like sun glasses in the range of products to attract the customers. There are many
competitors dealing with luxury sun glasses but Burberry print is unique and it is the best selling
of the organisation so the customers will be attracted and it will expand the market of the
organisation. The product line extension is the strategy used by them to reduce the cost of
promotion and will help them attract customers into new market.
CONCLUSION
The organisation to achieve success should make strategies for the marketing department.
The roles and responsibilities of marketing department focus on the business and help them
expanding market. The organisations should focus on the factors which impact departments like
human resource, production, etc. The organisations wants to expand and make strategies to
understand customers and demand and supply of products. The organisations understand the
employees and help to achieve the performance.
10

REFERENCES
Books and Journals
Perreault, W.D., 2018. Essentials of marketing. New York: Mc Graw Hill.
Cooper, C., 2016. Essentials of tourism. Pearson.
Purvis, J., 2016. Human resources marketing and recruiting: Essentials of digital recruiting.
Baker, M.A. and Magnini, V.P., 2016. The evolution of services marketing, hospitality
marketing and building the constituency model for hospitality marketing. International
Journal of Contemporary Hospitality Management.
Harrison, J.P. and Association of University Programs in Health Administration, 2016.
Essentials of strategic planning in healthcare (Vol. 1). Chicago, IL: Health
Administration Press.
Eletxigerra, A., Barrutia, J.M. and Echebarria, C., 2018. Place marketing examined through a
service-dominant logic lens: A review. Journal of Destination Marketing &
Management. 9. pp.72-84.
Hisrich, R.D. and Ramadani, V., 2017. Entrepreneurial marketing mix. In Effective
Entrepreneurial Management (pp. 75-99). Springer, Cham.
Fill, C. and Turnbull, S., 2019. Marketing communications: touchpoints, sharing and disruption.
Pearson UK.
Stephens, D.L., 2016. Essentials of Consumer Behavior. Taylor & Francis.
Kayabasi, A. and Mtetwa, T., 2016. Impact of marketing effectiveness and capabilities, and
export market orientation on export performance. European Business Review.
Lu, C.S., Poon, H.Y. and Weng, H.K., 2018. A safety marketing stimuli-response model of
passenger behaviour in the ferry context. Maritime Business Review.
Kotoua, S. and Ilkan, M., 2017. Tourism destination marketing and information technology in
Ghana. Journal of destination marketing & management. 6(2). pp.127-135.
Perry, C. and Pyatt, R., 2015. Network theory’s contribution to the development of marketing
research. In Proceedings of the 1995 World Marketing Congress (pp. 188-196).
Springer, Cham.
Scarborough, N.M., 2016. Essentials of entrepreneurship and small business management.
Pearson.
Jolliffe, L., 2016. Marketing culinary tourism experiences. The handbook of managing and
marketing tourism experiences, pp.363-378.
Abedi, G. and Abedini, E., 2017. Prioritizing of marketing mix elements effects on patients’
tendency to the hospital using analytic hierarchy process. International Journal of
Healthcare Management. 10(1). pp.34-41.
Faßmann, M. and Moss, C., 2016. Instagram als Marketing-Kanal: Die Positionierung
ausgewählter Social-Media-Plattformen. Springer-Verlag.
Online
The Marketing Mix, 2020. [Online]. Available through:<https://marketingmix.co.uk/marketing-
mix/>
11