Marketing Essentials: A Comparative Analysis of Burberry's Marketing

This report provides a detailed analysis of Burberry's marketing strategies. It begins with an introduction to marketing and the role of marketing functions, focusing on market research, market strategy, advertising, promotion, branding, and public relations. The report then examines the role of marketing within the broader organizational context, emphasizing its interrelation with production and finance departments. The core of the report compares the marketing mixes of Burberry and Prada, examining product, place, price, and promotion strategies. Finally, the report includes a market plan and strategic marketing plan. The report covers key elements of the marketing function and highlights the importance of adapting to the dynamic business environment.

Marketing essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
Activity A ......................................................................................................................................1
LO 1 ................................................................................................................................................1
P1) Key role and responsibilities of marketing function........................................................1
P2: Role and responsibility of marketing in wider organisational context............................3
Activity B ........................................................................................................................................5
LO 2 ................................................................................................................................................5
P3) Marketing Mix ................................................................................................................5
Activity C.......................................................................................................................................11
LO 3 ..............................................................................................................................................11
P4) Market plan....................................................................................................................11
Covered in PPT.....................................................................................................................11
CONCLUSION .............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing is an essential process through which companies create value for its customer
to build strong relationship with them in order to achieve business objective. Marketing act as
medium between organisation and all other stockholders through which information is created
and exchanged between them (Arendt and Allain, 2019). For this assignment, Burberry
organisation is a selected which is a well known British luxury fashion house. It was established
in 1856 and its headquarter is in London, United Kingdom. This assignment includes role of
marketing and its interrelation with other functional units of an organisation. A comparison of
extended marketing mix is also included in this report. At last, a detailed market plan and
strategic marketing plan is also included in this project.
Activity A
LO 1
P1) Key role and responsibilities of marketing function
All the activities which are conducted by an organisation to promote sales of its product
or services is included in marketing. Marketing is a broad concept that includes many areas like
research, formation of strategy and effective communication (Chatterjee and Chatterjee, 2019).
The main focus of marketing is on analysing needs and wants of customers so that best efforts
are made to fulfil the desire so that more customers can be attracted for the goods or services.
Burberry is a fashion house of UK and providing best quality clothes and other fashion
accessorial to its customer. To handle the cut the throat competition of fashion industry it
become necessary for Burberry to make effective use of marketing function. The important role
and responsibility of marketing function includes following functions:
Market research- Marketing is having the responsibility of conducting timely market
research to determine the needs of target market and how to satisfy these needs to maximize the
sales and profit of organisation (Deepwell, Palmer and Greig, 2019). Market research includes
study of price offered by competitors, demand of product and all relevant information about the
latest trends and interest of customers. Marketing team of Burberry is making use different
methods for conducting effective marketing research which includes different focus groups,
questionnaire and other important records and industrial charts and graphs. This effective market

research provide an opportunity to Burberry to understand the taste and preference of customers
so that timely action can be taken to avail the best results.
Market strategy- One of the most important role of marketing function includes
formulation of market strategy which includes estimation of demand for product and services,
deciding or selecting most suitable pricing, deciding what product should be offered in which
target market and other important factors. It includes all planning related with best promotion
and selling of an product. Marketing also plays an important role in proper product development
as marketing maintain a close eye on taste and needs of customers thus, it provide information
about new trends and features that can be introduced in product for better sales and probability.
Marketing department of Burberry is quite effective and made marketing strategy which are
parallel to overall objective of organisation thus, helps in easy achievement of theses goals.
Marketing strategy of Burberry includes premium pricing strategy to attract the rich and elite
people for the luxury product (Fairley, 2019).
Advertising and promotion- It is the most basic and essential role of marketing which
includes creative promotion and advertising of a product or service. Success of an organisation
depends on how well it is connected and communicated with its customers. Marketing plays a
important role in establishing and maintaining effective communication and relation between
customers and other stakeholders through making use of various channels for promotion and
advertising which includes TV, newspapers, social media, etc. But in modern days advertising
and promotion through TV and other modes is not sufficient thus, many seminars and
programmes are also sponsored and conducted by business organisation to develop better
relation with customers and society. Burberry is a leading fashion organisation of UK thus, it
making use of all possible modes of promotion for effectively communicating information about
its product and new accessories. Burberry is making use of both online and offline media for
advertising and timely fashion shows and seminar are also conducted by Burberry for displaying
its products and clothes (Ganjre, 2019).
Branding and maintaining public relation- marketing is the face of an organisation
which interacts and deals with public thus it is having the maximum responsibility to develop
and maintain brand image. Use of effective signs, symbols or slogans are made by marketing to
provide a distinct identity and superiority to its product. Creation of brand image also provide
better competitive advantage to an organisation which lead to increase in its sales and

productivity. Marketing department of Burberry is playing a vital role in presenting good image
of Burberry through properly dealing with press and other media to communicate best news and
good features of organisation in front of public and society. Marketing department of Burberry
has created a sense a loyalty in its customers regarding the quality and feature of product which
always fulfil the exceptions of customers through providing fashionable clothes and accessories
based on latest trends.
Role and responsibility of marketing in relation with marketing environment
In today's marketing environment competition is getting tough and only those
organisation can survive and prosper who makes effective use of marketing. Business
environment is highly dynamic where taste and preference if consumes keeps on changing. Thus,
marketing has become a important part of every organisation. marketing plays a crucial role in
timely analysis of external market which is necessary to understands the latest trends and
demands of customers (Heidarzadeh Hanzaee, Sadeghian and Jalalian, 2019). Proper market
analysis also provide timely information about new opportunities and target market and also
makes an organisation aware about external threats. An effective use of marketing function by
Burberry has facilitated many advantages. Marketing provide a deep analysis about strategy and
policy of competitors which is useful Burberry to modify and up date its policy to remain ahead
and superior to its customers. Marketing also makes Burberry aware about latest fashion trends
and desire of customers so that it can deliver a best quality product to attract more customers.
P2: Role and responsibility of marketing in wider organisational context
Marketing is important for an organisation to achieve its goals and objective and in wider
organisational context it also provide support and facilitate easy function of other departments of
organisation. A proper coordination and interrelation between marketing and other functional
unit provide a better efficiency and productivity in an organisation. In Burberry, all department
are proper collaborated and interlinked with marketing as it facilitates better achievement of
goals and target through increasing coordination and skilfulness of organisation. This
interrelation between marketing and other functional depart in Burberry is described below:
Marketing and production department
A close interrelation between marketing and production department facilitates timely
availability of product and services as per the latest demands and trend. Production department
of Burberry is having the responsibility of manufacturing best luxurious product for its customer.

Production department can not achieve its targets of providing latest and most trending product
without proper communication with marketing. The key responsibly of marketing department
includes market research and analysis which provide all the relevant information about current
tends and desires of consumers. Proper collaboration or interrelation between marketing and
production department is required to communicate this relevant information to production
department (Lippold, 2019). Marketing department of Burberry also make production
department aware about expected demand of product, so that the conditions of shortage of supply
of product can be eliminated. Thus, proper interrelation between marketing and production
department of Burberry facilitates a balance between supply and demand of products and also
deliver product as per the latest trend and desire of consumer.
Marketing and finance department
A collaboration between marketing and finance department facilitates better control over
marketing expenditure and activities. Finance department of Burberry is having the responsibility
of preparation of timely budget and other reports for having better check and control over
different expenses. Allocation of finance is also a role of finance department. Marketing require
adequate amount of resources and finance to meet its day to day expenditure and for better
implementation and execution of marketing strategy which includes timely advertising and
promotion activates. A close link up between marketing and finance provides relevant amount of
money to marketing to perform its role effectively. Better funds and control over marketing
registry makes promotion and marketing more effective which will yield better results and
profits. Thus, effective co relation between marketing and finance department of Burberry offers
better profit as it makes marketing more efficient thus, it attract more customers for better sales
and profit (Makhitha, 2019).
Significance of interrelationship
Interrelationship of marketing with other functional unit is significant for all organisation
as it facilities better and more effective achievement of targets and goals through maintaining a
better coordination. In Burberry, a collaboration of production and marketing makes it capable to
deliver best quality product as per the demand and taste of its target customer. A link up between
marketing and finance offer more effective execution of marketing strategy which yields better
finance and profits for organisation. Thus, interrelation and collaboration between other
functional units and marketing is beneficial for an organisation.

Key elements of marketing function
Key elements of marketing functions includes effective market research, setting up of
suitable prices, marketing strategy, promotional channels and branding and maintaining public
relation. All these functions are very necessary for an organisation to maintain and establish
better relationship with customers and also facilitates increase in sales and productivity thorough
identifying and attracting more potential customer.
Activity B
LO 2
P3) Marketing Mix
Marketing mix provides a set of controllable and tactical marketing tools which are used
by an organization to blend the attitude and responses of customers in favour of its product or
services (Malik and Sharma, 2019). A comparison is made between the different elements of
marketing mix of Burberry and Prada to get a better understanding of tactics and strategies used
an organisation to attract more customers.
Elements of
Marketing mix
Burberry Prada
Product Luxurious and fashionable cloths
and accessories are provided by
Burberry which includes trench
coat, ready to wear outwear,
fragrance, sunglasses, cosmetic
items, etc. This brand is famous
for its distinctive design and
exquisite material (Marketing mix
of Burberry, 2019).
Prada is famous for its sophisticated
luxury products which are available
for all target segments. It is having a
wide range of ready to wear clothes,
leather goods, eye wear, fragrances,
home products, footwear, watches
and clothing for both men and
women. Prada has an exclusive
jewellery, cosmetics and handbags
section for women.
Place Burberry is having its operation in
more than 50 countries and having
its stores in more than 500
Prada is an Italian luxury fashion
house having its headquarter in
Milan, Italy. It is having around 618

locations. It also make use of third
party dealer for better distribution
of its product. Stores are located at
crowded area to attract more
customers.
boutiques worldwide which includes
many locations in Australia,
Indonesia, Canada, Austria, U.K,
Germany, , South East Asia, Russia,
Europe, U.A.E, etc.
Price Use of premium pricing strategy is
made by Burberry to attract rich
and elite customers.
Use of premium pricing strategy is
made by Prada for its luxurious line
of product.
Promotions Use of aggressive promotional
technique is made by Burberry to
attract more customers to remain
superior and ahead of its
competitors. Its main focus is on
elite and rich people thus,
advertisements are placed in high
class fashion magazines. Top class
models and actress are also hired
for advertising purpose.
Promotional activity of Prada are
focused on innovation and creativity
and it makes use of its website for
providing details about its product.
It conducts many shows and
programmes to develop better
relation with customers (McCabe
and Weaver, 2019).
People More than 9752 employees are
working for Burberry. It is
providing timely training and
development programmes to boost
the morale of its employees and to
provide better product and
services to its customers.
Use of persuasive techniques are
made by Prada to train its
employees to easily and polite solve
the problem,s and issues of
customers. A positive and efficient
atmosphere is also provided at
stores for better customers
experience.
Process Effective distribution channels are
used by Burberry for better
distribution of its product. It is
having more than 500 stores and
Distribution and production process
of Prada are very effective which
ensure a proper balance between
supply and demand and makes its

many retailers to sell its product
among 50 countries of world
(Okumus and Cetin, 2018).
product available at time to provide
maximum convenience to its
customers.
Physical evidence Use of attracting and distinct
packing is made by Burberry so
that its client can identify it easily
and its stores are also having very
attractive outlet thus, creates its
physical evince in market.
Use of attractive symbol and
beautiful outlet of stores and
showroom is used to create physical
evidence.
Evaluation
From above marketing mix of Burberry and Prada it can be evaluated that use of different
tactics are made by organisation to accomplish their goals and target. Main focus of Burberry is
on clothing and its product portfolio includes only limited items while Prada is proving a wider
range of products to all segments and also having an exclusive section for women. Burberry is
making use of manginess and featuring models and actress for promotion of its product while
Prada is making use of online website and technology for promotion.
Market plan
A market plan is a written document that provides in depth information about different
tactics and strategies of an organisation made for better execution and timely completion of a
project or task (Onozuka, 2019). In market plan the main aim and objectives of organisation are
included and all the tools and techniques used for evaluation and analysis of market is also
included which comprises use of SWOT and STP analysis.
Overview
Burberry Group plc is well known British luxury house of UK. Its headquarter is in
London and was established in 1856 by Thomas Burberry. It is providing a variety of fashion
accessories to its customers but its main focus is on clothing and ready to wear outwear and is
famous for its trench coats. Burberry keeps on planning for its expansion thus, it has started
dealing in many other fashion accessories like fragrances, sunglasses and cosmetics. Now,
Burberry is planning to launch a new stylish handbag for girls and women.
Vision

Burberry is having a long term vision, “ To establish an unbendable, strong and most
superior position in luxury fashion industry”. For achieving this vision efforts are made by
Burberry to sharpen its skills to provide better portfolio of product to increase its target market
and profits.
Mission
The mission statement of Burberry is, “ To maintain the vitality and integrity of its
brand to get better evolving markets and more target customers”. Continuous efforts are made
by Burberry to maintain loyalty and commitment with its customers through proving best quality
luxury items and fashionable accessories.
Objectives
objectives shows the main target and goals of an organisation that it wants to achieve
within in a specific timeframes. The main objectives of Burberry behind launch of this new hand
bag are :
 To enhance its productivity and sales by 20% in 1 year through providing better quality
products.
 To increase the probability of the organisation by 10% in coming 9 months. To increase its target market by 15% in 9 months through providing new and better
products to customers.
STP model
Use of STP model is made by organisation to properly craft its message and to effectively
communicate this message to its target market. Burberry is making use of STP analysis to
identify the best target market and strategies for its new handbag. The three main elements and
categories of STP model are described below:
Segmentation- It is a process of dividing or classifying a business market into smaller
groups or segments on the basis of some similar needs and behaviour of buyer. Thus, provide
most suitable set of buyers and target market for a product or services (Perreault, 2018).
Burberry is making use of two segmentation strategy i.e. geographic and demographic for
attracting better group of customers. On the basis of geographic segmentation target market is
divided into rural and urban area. Demographic segmentation divide a market on the basis of
age, gender, religion, income level, educational qualification, etc.

Targeting- Once a market is divided into various subset or segment most favourable and
profitable market is targeted by an organisation to enhance its sales and productivity. Burberry is
targeting upper class, rich and elite people. For its new product its main target is girls and mid
age women having age range between 15- 45. A new luxury ladies handbag is launched by
Burberry and for this it is targeting only rich and elite women of urban area.
Positioning- Use of this process is made by organisation to built or establish a better
image of its product or services in minds of customers. Positioning of an product includes use of
promotional activity and advertising technique to create good and positive image in minds of
customer. Burberry is making use of advertising technique for positioning its new hand bag.
These advertisements are featured on top models of UK to attract more girls and women for its
product (Pricilla, 2019).
SWOT analysis
Use of this approach is made by organisation to evaluate its internal strengths and
weakness and also provide deep analysis about external threats an opportunity (Sharma, 2019).
Burberry is making use of swot analysis to evaluate its current strength and weakness to check
whether it is having required capitalises to launch its new product or not. An analysis of external
threat and opportunity is also made by Burberry.
Strengths Weaknesses
Burberry is having a capability of effective
implementation of automation of its activities
which has increased its productivity level.
Ability of product innovation is also a strength
of Burberry which provides many new
opportunity.
Use of premium pricing strategy effects its
market share as middle and lower class people
are not bale to offered its product.
Opportunities Threats
Economic up stick has increased the
purchasing power of consumer which is
providing an opportunity to Burberry to earn
better profit.
High level of competition in fashion industry is
the biggest threat for Burberry.