The Marketing Mix of Burberry

By

ACKNOWLEDGEMENT

I would first like to express my gratitude for my research supervisor, colleagues, and peers and family whose immense and constant support has been a source of continuous guidance and inspiration.

DECLARATION

I [type your full first names & surname here], declare that the following dissertation/thesis and its entire content has been an individual, unaided effort and has not been submitted or published before. Furthermore, it reflects my opinion and take on the topic and is does not represent the opinion of the University.

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ABSTRACT

The marketing strategy at the Burberry is designed in such a way that it attracts the customers to greater extent. The promotional strategy includes the advertisement of the past products, introducing changes in the products and enhancing the quality of the products. Of all the existing definitions of marketing we believe that the most successful is the one that says marketing is the art and science of selling to more people than we can contact you personally. The first chapter provides research aims, objectives, and purpose of the study. Chapter two deals with the literature review, while the third chapter presents the methodology. The results are covered in the fourth chapter. This short dissertation concludes with the fifth chapter that provides implications and recommendations for future research.



TABLE OF CONTENTS

ACKNOWLEDGEMENTI

DECLARATIONII

ABSTRACTIII

CHAPTER 1: INTRODUCTION1

Background of the study1

Introduction to Burberry1

Problem Statement2

Purpose of the Study3

Rationale of the Study3

Aim of the Study3

Objectives of the Study4

Research Questions4

Significance of the Study4

Reliability and Validity5

Ethical Concerns5

CHAPTER 2: LITERATURE REVIEW6

Marketing strategy6

Main elements of Marketing6

Product6

Price7

Placement (or distribution)8

Promotion8

CHAPTER 3: METHODOLOGY10

Research Design10

Participants in the Study10

Instrument10

Data Collection11

Data Analysis12

CHAPTER 4: FINDINGS13

Survey Analysis13

Products of Burberry13

Product Satisfaction14

Prices of Burberry Products15

Products and Quality of the Burberry16

Side Effects of Burberry Products17

Reasons for Choosing Burberry Products18

Know How of the Burberry's Product19

Improvements for Increasing Sales Level20

Going Against Animal Testing Strategy21

Merger of Burberry and L'Oreal22

Discussion23

Costing Strategy at Burberry24

CHAPTER 5: CONCLUSION25

Summary25

Conclusion26

Implications of the Study26

Recommendations27

Future Research28

REFERENCES29

APPENDIX A35

CHAPTER 1: INTRODUCTION

Background of the study

Marketing has become an integral part of our life. Baker (2004, 34) define marketing as “non-personal communication from an identified sponsor using the mass media” (p. 519). Marketing employs state-of-the-art theory in human behaviour with the average person being exposed to thousands of marketing messages per day. This regimen may exceed the information-processing abilities of most consumers, thus requiring them to filter messages (Bain 2008, 21). Besides, with today's technology such as TiVo allowing consumers to record TV shows and skip commercials, marketing avoidance becomes much easier (Bain 2004, 15). As a result, despite the industry's sophistication and vast resources, mainstream marketing faces an enormous challenge: its claims are not as effective as they once were (Bain 2001, 293).

The marketing strategies are of great importance for the enhancement of the sales of the products. The companies that are earning large revenues are the ones that have excellent promotional strategies focussed on the customers and their likes and dislikes. The marketing strategies can be targeted on more than one thing. It can either be cost centred, customer centred or the product centred. The promotional strategy of the company is ...