Marketing Essentials Report: Analysis of Marketing Mix and Plans

This report provides a comprehensive analysis of marketing essentials, focusing on the application of marketing mix by various organizations, particularly Burberry and Gucci. It delves into the different tactics employed by these companies, examining their product, price, place, promotion, people, process, and physical evidence strategies. The report includes detailed marketing plans for Burberry, including executive summaries, vision, mission, objectives, STP approach, SWOT analysis, and the 4Ps of marketing. A budget analysis and a strategic plan incorporating the 7Ps are also presented. The report is based on the assignment brief which required a detailed evidence-based marketing plan that makes use of the 7Ps of the marketing mix.

MARKETING ESSENTIALS

 Introduction
 Comparison of application of marketing mix by various organizations
 Different tactics applied by organisations
 Marketing plan
 Detailed evidence -based marketing plan
 Strategic plan that make use of 7Ps
 References
TABLE OF CONTENT

Marketing determine as the activity which is use by the company for promoting their good and services in
an effective manner. Marketing includes advertising, selling, promotion and delivering the product to
customer or other businesses. It is a promotional tool adopted by the organisation to sell its product in the
market and also to grab the attention of customer toward its product or service.
INTRODUCTION

Marketing mix refers to all the ingredients which are used
by a company to market its product. It includes 7P's, which
are product, price, place, promotion, physical evidence,
process and people. All these ingredients plays an important
role in the development and success of every business.
Apart from new product development, marketing mix also
helps in increasing the portfolio of product.
COMPARISON OF APPLICATION OF MARKETING MIX BY
VARIOUS ORGANIZATIONS

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Basis Burberry Gucci
Product Burberry is a luxury fashion brand which is dealing in
women's, men's, and children's wear in addition of
shoes, perfumes and various accessories (Rescorla,
2014). The company is famous for trench-coats,
cosmetics and ready-to-wear outerwear. The major
factor for the success of this brand is its style, design
and quality which makes it different from other
companies.
Gucci an Italian premium brand dealing in
fashion and leather goods which includes
clothing for men, women, and babies, shoes,
watches, handbags,and various home
products. The products of the brand highly
focusses on movie stars, business tycoons,
politicians, etc. the products made by Gucci
are of higher quality for which customers are
willing to pay high prices.

Basis Burberry Gucci
Price As the company deals in luxurious
products, the premium pricing strategy
has been used by it. Since the company is
global its prices have to be consistent
everywhere. The pricing strategy is fixed
after evaluation of demand of the
product, competitors price and market
research.
As the company is targeting the elite class, the
company mostly uses competitive pricing strategy
which will include all sort of charges and expenses
incurred. The prestigious pricing makes the product
act as a status symbol. Company never compromises
with standards of quality. The company sell its
products higher than that of customers because of
the quality provided.
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Basis Burberry Gucci
Place Burberry offers its products in over 50
countries spread around the world. The
location of the stores are highly populated
areas so that premium customers can easily
visit them and high sales could be
generated. The company has also
established its expansion by e-commerce
portal, which constituted large number of
traffic.
Gucci is a worldwide successful network because of
its world-class products. The company sell its
products by two marketing channels (Rohlfer and
Zhang, 2016). The first is through online websites and
the other is through retail stores. The company have
limited number of franchises which are uniquely
designed with classic interiors which give a relaxing
experience to the customers.
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Basis Burberry Gucci
Promotion Burberry uses all type of promotions
like TV, print media, online
advertisements, etc. The
advertisements are placed in high
class magazines in order to target
specific audience. The adoption of
digital technology has helped in
communicating the brand message
easily to customers.
Gucci advertises through magazines, billboards, printouts,
banners and social media. Various campaigns are adopted
by them on Facebook, Instagram, Tumblr and you tube.
In order to promote content on social media, various
bloggers were hired by them (Sarstedt and et. al., 2014).
The company has its online store and application in eight
different languages namely 'Gucci Style App' which can
be easily used by customers around the world

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Basis Burberry Gucci
People Burberry believes that people i.e., employees are
the greatest assets and therefore the company
focuses on attracting the best talent from the
world, provides various developmental
opportunities, rewarding performance, building
stronger relationships, ensuring safe and healthy
work environment and thoroughly supporting the
health and well-being of the employees (Shenkar,
Luo and Chi, 2014).
Gucci make its employees aware about the
goals and objectives of the concern so in order
to increase the performance of the team. The
company is giving training to employees and
also give guidance in regard of how to treat
customers. Employees of customer service
department are trained in regard of how to
solve queries of customers.

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Basis Burberry Gucci
Process Burberry uses an efficient and
standardised sales process linked with
high quality customer service. The
customer service is offered to a personal
shopper for building a unique experience.
Through e-commerce there is clear
navigation with quick, safe and efficient
online transactions.
Gucci uses an efficient sales process in which
they ensures that products are available at retail
stores for which a system is installed where
retailers can notify whenever their inventory
level is low (Smith and Wong, 2016). The
company is focussing on understanding the
customer needs by collecting feedback at stores,
helpline or social media pages.

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Basis Burberry Gucci
Physical Evidence Physical evidence used by Burberry is clean and
attractive modern stores with standard layout
across all the outlets. The company ensures that
products are same as appeared in advertisements
and online (Sreejesh, 2014). Dark wood and
neutral colours are used to create a sense of luxury
and wealth.
Physical evidence used by Gucci
are the different colours used and
distinct designs which can be
easily identifiable on retails
shelves. The company has online
website which allows customers
top view products from different
angles.

In order to establish the objective the marketing-mix is required to be done as it helps in promoting and
expanding the company. To have a broad understanding two companies i.e., Burberry and Gucci are
taken. These companies have a competitive customer segment. The pricing strategy used by Burberry is
premium pricing strategy and by Gucci is competitive pricing strategy.
DIFFERENT TACTICS APPLIED BY ORGANISATIONS