Analyzing Mobile Marketing Strategies & Brand Awareness at Burberry

This case study investigates the role of mobile marketing in enhancing brand awareness within the fashion industry, specifically focusing on Burberry. It examines how new technologies like Near Field Communication (NFC) and location-based services influence consumer buying behavior. The study also identifies the criteria Burberry uses for selecting recipients of its mobile marketing and text message communications. The research delves into relevant literature on branding, mobile marketing strategies, and consumer behavior, analyzing the effectiveness of various mobile marketing tools such as SMS, mobile web, and mobile applications. It highlights the increasing importance of mobile marketing in today's competitive environment and its impact on customer loyalty and brand recognition. The study also touches on the benefits of location-based marketing in delivering targeted ads and preventing fraud, ultimately concluding that mobile marketing significantly shapes consumer perceptions and buying decisions.

RESEARCH METHODS FOR
STRATEGIC MANAGERS

TABLE OF CONTENTS
ASSESSMENT 1.......................................................................................................................1
Introduction............................................................................................................................1
1.1 Research Aim and Questions...........................................................................................1
1.2 Factors that Contribute to the Process of Successful Research Question Selection........1
1.3 Justifying the Choice of Research Question....................................................................2
ASSESSMENT 2.......................................................................................................................2
2.1 Literatures Relevant to the Research Question................................................................2
2.2 Critical Reviews...............................................................................................................2
ASSESMENT 3.........................................................................................................................6
3.1 Quantitative Data Techniques..........................................................................................6
3.2 Qualitative Data Techniques............................................................................................7
ASSESSMENT 4.......................................................................................................................8
4.1 Evaluating Appropriate Research Methodologies...........................................................8
4.2 Selection of Appropriate Methodology............................................................................9
4.3 Justification for Chosen Methodology...........................................................................10
ASSESSMENT 5.....................................................................................................................11
5.1, 5.2, 5.3 and 5.4 Data findings on the basis of research questions.................................11
REFERENCES.........................................................................................................................15
APPENDIX..............................................................................................................................17
Survey of Burberry’s Customers..........................................................................................17

ASSESSMENT 1
Introduction
In today’s globalized world organizations are attaining higher competitive advantage
by utilizing various techniques within their business operations. Fashion industry is one of the
fastest growing industries and majority of them are using mobile marketing to reach out to
the target audience. Creating awareness about the particular brand is becoming the most
crucial task to enhance the consumer base. For this, mobile marketing and text advertising is
considered as the best way to attract and retain more number of customers.
In this present study, the particular topic has been selected due to increasing use of
technology. Most of the people nowadays are highly inclined towards the use of mobile
phone and this equipment keeps them busy 24/7. Due to this factor, companies are adopting
appropriate mobile marketing strategies so that they can enhance their brand awareness and
would be able to attract a huge base of customers. Further, this study gives brief description
about the effects of mobile as well as Text marketing to enhance the brand awareness of
firms.
1.1 Research Aim and Questions
Aim: Main aim of research is to identify the role of mobile marketing in increasing
the brand awareness within fashion industry: A case study of Burberry.
Research Questions
 How do new technologies within mobile marketing such as Near Field
Communication (NFC) and Location based service impact consumer buying behavior
in Burberry?
 What is the criterion used by Burberry for choosing recipients of their mobile
marketing and text message communications?
1.2 Factors that Contribute to the Process of Successful Research Question Selection
There are various factors which highly contribute in the selection of research question
as well as topic such as:
Researchers past experience and area of interest: Another major factor which
contributes towards the selection of research question is related to researcher’s previous
experience as well as knowledge. In addition to this, the area of expertise of researcher also
influences the total assortment to the question. On the basis of area in which researcher’s is
having interest the research topic and question is being framed.
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Selection of appropriate research objectives: At the time of addressing different
research questions, it is essential for the researcher to have appropriate knowledge within area
of given subject matter. A research objective highly contributes in the selection of research
question. It should be framed in a way that it represents a complete aim of the project and
also covers its aspects
1.3 Justifying the Choice of Research Question
The selected research question for the study has been justified on the following grounds;
 Research question is relevant to subject matter - All the research questions which
have been selected in the present study are highly related with the given subject
matter. It shows an appropriate relation in between the factors of brand awareness as
well as mobile marketing. Different questions such as branding, brand awareness,
consumer buying behaviour and mobile marketing are in relation with the present
topic. All the presented questions have been framed after thorough study about the
research topic and after full planning to describe the future and prevailing trends for
increasing the brand awareness.
 Research question are fruitful to conclude the study - With the help of given
questions, researcher will be able to conclude the project and will also be able to
provide appropriate findings as well.
ASSESSMENT 2
2.1 Literatures Relevant to the Research Question
Research Questions
 How do new technologies within mobile marketing such as Near Field
Communication (NFC) and Location based service impact consumer buying behavior
in Burberry?
 What is the criterion used by Burberry for choosing recipients of their mobile
marketing and text message communications?
2.2 Critical Reviews
2.2.1 Branding
According to Rao, Agarwal and Dahlhoff (2004) a brand is a term which can be
relates with the name or the tag line, symbol of any organization as per their identity. By
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designing their specific logo and symbol organizations are able to differentiate their products
from their competitors. Jacob (2011) in his article stated that branding is one of the most
important aspects of any business. It can be define as the expression for any of the particular
products as well as its value. With the help of appropriate branding concepts firms can easily
differentiate their presence in the market and retain loyal customers by this. According to
Jacob (2011) brand building is a term that is used to enhance the customer satisfaction.
2.2.2 Branding through mobile marketing
In today’s highly and increasing competitive environment, role of mobile marketing is
increasing day by day. Running any business successfully is a hard work and it requires
adopting some of the most effective strategies. Behrer (2013) in his article stated that whether
a firm run a large business or a small business, one of the most essential things that they have
to consider is that no successful business can run without a robust mobile website. In this
way, it can be determined that successful mobile marketing campaign is one of the most
effective ways to enhance the sales via increasing consumer base. However, most of the firms
nowadays are developing several strategies to enhance their brand awareness. Here, it can be
assessed that there are various tools of mobile marketing such as e-mail, social media, texts,
mobile advertisements, wallet loyalty programs, etc. With the help of these tools, customers
can easily attain appropriate information about company. Okonkwo (2007) mobile marketing
is a set of practices that enables the organizations to engage their audiences within an
interactive and relevant manner. One of the major strengths of mobile marketing is that it
continuously adapts the changing conditions.
Mobile marketing such as Near Field Communication (NFC) and Location based
service is the most effective technique which helps Burberry in attracting more number of
customers. Through these techniques Burberry can easily select the recipients of their mobile
marketing as well as text message communications.
However, location based techniques highly affects the mind-set and perception of
customer towards their shopping. According to () a location based service is a software
application for an IP capable mobile devices. It is the most effective way to identify that
where the mobile devices are located. It uses real time geo data from a mobile device or
smartphone to provide appropriate information. Burberry has found different ways to use a
device location. All their consumers can effectively find out nearest store location of
company.
() stated that location based mobile marketing deliver ads to all the likely
customers. It is the most effective technique which keeps their consumer
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updated about any latest discount offer provided by Burberry to its
consumers. It is the most effective way to prevent any type of fraud. It is
another level of security which matches a consumer’s location through the
smartphone to a credit card transaction.
Hao (2010) states that promotion of any brand is becoming one of the most difficult
and crucial tasks through which they are able to attain higher competitive advantage.
Successful advertisers have benefits of mobile marketing in raising brand awareness and in
driving brand awareness as well. Here, it can be evaluated that mobile marketing is a tool for
cultivating brand awareness from digital marketing. Sultan, Rohm and Gao (2009) claims that
this type of marketing campaign are up to five times more effective than online advertising
channels and mechanism in building up consumer recognition of brands as well. Fashion
industry is one of the fastest growing industries. The area of competition within this industry
is very high and firms are making their online applications through which they can market
their products as well as discount offers.
There is different type of mobile marketing strategy that is adopted by companies in
order to fulfil the fashion needs of all their customers. Some of the most common strategies
are short message service marketing (SMS), Mobile web and mobile application. In this
regard, SMS is one of the most prominent sources to reach at the majority of customers. But,
it doesn’t give any type of assurance that whether message is read by its customers or not. On
the other hand, mobile web is another most effective source to enhance the brand awareness
and to reach at large number of customers (Leppäniemi,Sinisalo and Karjaluoto, 2006). It is
the best opportunity to connect through a wireless network by using various smartphones
applications.
Moreover, the last effective way to go through appropriate mobile marketing related
to the brand awareness is mobile applications as well as NFC techniques. With the help of,
Near Field Communication, customers can make online payment and purchase ant product
from anywhere in the country. It is an essential tool which offers different services on the
same platform.
As per the recent survey, it has been found that most of the fashion firms nowadays
are having their own mobile applications. Here, they can easily promote any of their latest
and designer products. Various discount offers can be marketed by publishing on these
applications. In this way, it can be assessed that most of the fashion industries are able to
enhance their customer base through mobile marketing.
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2.2.3 Effects of mobile marketing on consumer buying behaviours
Cline (2014) says that customers are the key source of increasing sales and revenues
of any firm. In order to maintain consumer loyalty, it is quite essential to enhance the brand
awareness of firms so that majority of customers would be attracted towards it. Within this
concern, it can be determined that there is a huge impact of mobile marketing on the buying
behaviour of customers. Most of the mobile device users spend their time of communicating
with other mobile device users. They also share different things on social media by texting
and other popular sharing methods (Cline, 2014). Due to this, most of the firms are acquiring
appropriate marketing that connects to customers with various mobile marketing tools. Here,
it can be determined that mobile marketing can easily change the perception of customers
with the help of posting attractive image on ads.
They can give them different sizes and colour options with free home delivery
services. These are the major factors by which fashion industries can engage more number of
customers. However, some of them are easily attracting large base of customers by giving
them different vouchers and discount offer. Firms are sending greeting text to all their
customers at different festive seasons and keep them aware about all the latest stock and
products. In this way, it can be stated that mobile marketing is one of the most effective ways
to change the buying behaviour of customers (Close, 2012). Some of the most effective
factors are reliability, convenience, 24/7 services, payment security, fast delivery, etc. These
are some of the most common factors which affect the buying behaviour of customers
towards mobile marketing.
Near Field Communication (NFC) is one of the best and most effective option which
helps in making payment via mobile device. It is the best way through which majority of
customers can be easily attracted towards the online shopping and make payment via several
channels. It is set of short range wireless technologies which enables short range
communication between compatible devices. NFC allows users to share small payloads of
data between an NFC tag and an Android-powered device. Further, mobile marketing is
important concern with respect to providing location based services (LBS). Here, in this
regard, LBS can change the buying behaviour of consumers as per the security concern. It
uses real time geo data just to provide appropriate information and security.
According to Barrios (2013), people who are highly aware about the latest fashion
brands are regularly in search of attracting brands who can offer them latest products with
effective prices. Here, most of the consumers seek information regarding differentiation in
the product category and is not at all price sensitive. Rao, Agarwal and Dahlhoff (2004)
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stated that most of the customers who display habitual buying behaviour always take their
purchase decisions on the basis of promotion done by company. It can be easily done via
television, radio, etc. On the other hand, some customers show their low level of involvement
within market and they believe in product differentiation. It is the major reason due to which
they switch to different brands in order to attain ultimate satisfaction. However, consumers’
needs and demands are changing day by day and due to this, they switch to other brands so
that ultimate satisfaction can be gained. In order to maintain the level of consumer
satisfaction, organizations need to adopt some of the best strategies so that they can enhance
the level of sales. In this way, it can be determined that better customer satisfaction can be
enhanced by the way of maintaining appropriate mobile marketing strategies.
Summary
From the above whole section critical review section it has been summarized that
branding is most crucial aspects of any business. Through this, firms can easily differentiate
their presence in the market and retain loyal customers by this. Moreover, Mobile marketing
is the only way which opens up the new world of advertising. It is used to increase the profits
as well as sales of company. For the same, there are various mobile marketing tools such as
e-mail, social media, texts, mobile advertisements etc. through which appropriate information
can be provided to customers. It has been identified that fashion industry is one of the fastest
growth industries where Burberry comes under the biggest fashion brand. It is one of the
most preferable brands for customers. Fashion industry is one of the fastest growing
industries. The area of competition within this industry is very high and firms are making
their online applications through which they can market their products as well as discount
offers. Some most common strategies of mobile marketing are short message service
marketing (SMS), Mobile web and mobile application. Further, it has been summarized that
through mobile phones, people can easily share any type of advertisement instantly on the
internet. It helps in raising brand awareness of particular company.
ASSESMENT 3
3.1 Quantitative Data Techniques
Quantitative data can be referred as a set of data that involves numbers or anything
that can be quantified and hence, that can be measured in numeric form. This set of
techniques are considered as scientific paradigm as these things cannot be manipulated from
theoretical background. With the application of quantitative data techniques, researcher can
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be able to identify the trends that exist in the subject matter by applying varied sets of
statistical tests (Axinn and Pearce, 2006). Further, it offers results in terms of number that can
be interpreted effectively and this essentially helps in deriving appropriate conclusion. In this
regard, following are the measures that can be used for analysing data with quantitative
approach:
1. Coding/ Values: It is a practice of assigning number to options that are offered to
respondents in questionnaire so that qualitative set of data can be converted into
quantitative form. It is evident that questionnaire are in sentence form but statistical
tool cannot be applied on sentences therefore, coding is done in which numbers are
assigned to each option of question in the questionnaire (Creswell, 2013). This aids in
applying the statistical tools and also helps in identifying the trends from it.
2. Specialist Software: There are different software that have been used for applying
statistical tool and test through which results are obtained. Some of the majorly used
specialist software is SPSS, MS-Excel, STATA and SAS. Here, researcher is able to
insert coded and can apply test as per the requirement so that effectual results can be
obtained.
3. Graphical Presentation: Quantitative data techniques also include graphical
presentation of data in the form of bar graph, pie chart, histogram, line graph and
other related. With the help of it, data can be presented in a systematic manner which
can be interpreted directly. It is one of the most common forms of using quantitative
techniques (Munkejord, 2009). Here, in the present case scenario, this technique is
being taken into consideration. On the basis of these techniques different responses
can be measure as per the given response.
4. Statistical tables: This set of table contains standard value of test such as cumulative
distribution of function or probability density functions of varied set of distribution.
This acts as a reference table upon which investigator is able to interpret the results
that are attained from applying test.
5. Trends and Forecasting: It is an approach in which researcher can forecast the future
trends by reviewing and analyzing past data with the help of statistical tools. In this,
most common technique is descriptive statistics, correlation and time series. It helps
in taking decisions for the future course of actions (Tracy, 2012).
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3.2 Qualitative Data Techniques
Qualitative data is the type of theoretical information that can be transferred in
quantified numbers. This set of data reflects the quality and hence, requires theories for
assessing the same. There are different measures through which qualitative form of data can
be collected. Among these, most common techniques are interview, focus group, observation
of human behaviour and other related. It is evident that this set of data doesn’t help in
identifying the actual trend as this can be manipulated on the basis of theory and perception
of researcher (Walliman, 2010). These are most commonly used within context of human
behaviour and perception as it cannot be quantified. Underneath are few prominent
techniques of qualitative data analysis:
1. Interpretation of Transcript and Records: This is a method in which transcript of the
interview is either listen or read for the purpose of developing findings from it. Here,
interpretation is the core base for data analysis and same is attained by reviewing
literature and from the knowledge of researcher. Also, records can be reviewed in
order to apply qualitative data analysis techniques.
2. Categorization: Just like coding in quantitative data, categorization needs to practice
for qualitative data so that large amount of information can be segregated with similar
pattern. Researcher is not able to evaluate large data and hence he/she needs to
arrange the information so that meaning can be attained through it (McBurney and
White, 2009). The act of arranging qualitative data is termed as categorization. Based
upon it, researcher is able to identify the trend and develops conclusion.
3. Relationship: Some qualitative data requires determining the relationship so that
actual results can be attained through it. This practice is common when study is
focused on human behavior, knowledge, human action and related to it. With the help
of it, researcher is able to conduct comparative analysis that is based on theories.
4. Thematic: Last but not the least is thematic technique in which themes are developed
that is based on the questionnaire or interview questions. Main motive of developing
themes is to conduct discussion upon it by considering the viewpoints from different
individuals i.e. research participants, researchers and literature review (Denzin and
Lincoln, 2011). Based upon it, sound data analysis is done through which effectual
results are attained. This helps in attaining sound conclusion from qualitative data in
an unbiased form.
As per the above both qualitative and quantitative techniques it has been determine that here,
in this study, data has been analysed from qualitative as well as quantitative both the
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measures. In this measure, different themes have been developed on the basis of gathered
responses. It is totally based on questionnaire and discussion is made into it.
It is the most effective way through which better results can be attained. Moreover,
for quantitative analysis of some responses graphical representation takes place under which
results have been displayed in the form of different graphs.
ASSESSMENT 4
4.1 & 4.2 & 4.3 Evaluating Appropriate Research Methodologies as well as its selection and
justification for the selection of choice
Research methodology is a section that has been developed for the purpose of
determining tools and methods upon which research findings can be attained. In this context,
methodology includes approach, philosophy, design, data collection, sampling and data
analysis. Since present study is focused on determining the role of mobile marketing in
increasing the brand awareness within fashion industry, therefore, following methodology has
been used to complete the research:
Philosophy: It can be referred as important assumptions and key perception of the
researcher towards study. It is mainly of two types i.e. positivist and phenomenology.
Positivist emphasizes on factual knowledge that has been attained through measurement.
Phenomenology, on the contrary, majorly focuses on events, occurrence and experiences that
discard or minimum focuses on external and physical reality (Pope, Mays and Popay, 2007).
It this study, phenomenology philosophy has been applied. This philosophy has been applied
as with the help of it, researcher is able to interpret the responses that have been attained from
the customers and hence, each of the objectives is achieved (Rod, 2009). One of the major
reasons behind selection of this philosophy is that it offers the choice of interpreting findings
on the basis of literature. This aids in addressing each of the research question.
Approach: It is a path through which research can be conducted to develop the
conclusion. It is of two types, that is, inductive and deductive. Inductive initiates with the
collection of data in order to develop generalized results. On the other hand, theory is
reviewed once and based upon it; hypothesis is developed in deductive approach (Jonker and
Pennink, 2010). Further, data is collected for testing the hypothesis. For the purpose of
attaining research objectives, inductive research has been carried out. With the help of it,
researcher is able to develop generalized results that can be applied within fashion sector that
is based on the responses from the customers of Burberry. Inductive approach is applied
because it helps in conducting generalize results and aids in developing theory that can be
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applied within context of fashion. Through this, specific data is collected that helps in
completing the research in a desired manner (Bryman and Bell, 2007).
Figure 1: Inductive and Deductive Approach
(Source: Saleem, 2008)
Design: It is a blueprint of study that helps the researcher in completing the study in a
desired manner. It is of numerous types such as exploratory, descriptive, causal, case study
and experiment. Aim of exploratory design is to investigate new findings whereas descriptive
study aims to explain the reason behind occurrence of certain things. Case study focuses on
reviewing the case and analyzing the same whereas cause and effect relationship is evaluated
under causal study (Collis and Hussey, 2014). Considering the nature of present research,
descriptive study has been applied so that description of factors can be done that makes
mobile marketing more prominent and influencing. Exploratory design cannot be chosen as
the design may not aid in providing final and conclusive answers to the research questions.
Descriptive design is applied because it helps in gaining in-depth detail about the factors of
mobile marketing that influences the customers towards Burberry.
Data collection: Research needs to collect the data in order to develop findings from it.
Data can be collected from primary and secondary sources. Primary data is first hand
information as it is collected by the researcher only. On the other hand, already existing data
is known as secondary data and same can be collected from sources like books, journals,
magazines, online articles, newspaper, scholarly content and other related. For the purpose of
collecting data, primary sources have been used in order to attain develop sound base for
research.
Primary data has been collected from the customers of Burberry within London as well as
manager of Burberry. Customers can give better information about their changing buying
behaviour due to the usage of mobile marketing.
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