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Submit a marketing report for BURBERRY. For a colleague who has just been promoted into the position of Marketing Manager within - Essay Example
Author : layneschinner
Pages 6 (1506 words)
Submit a marketing report on BURBERRY for a colleague who has just been promoted into the position of Marketing Manager within your organization, or an organization with which you are familiar. The note should advise your colleague on the most effective analytical, planning and management processes to be used to introduce a successful marketing plan into your organization and why…
It was established by Tomas Burberry in 1856 as a luxury fashion house. Burberry is in the business of manufacturing clothing, fashion accessories and fragrances. Burberry has turned into an iconic brand by continuously reinventing itself as an exclusive luxury garments line. Burberry has four sub brands under the name- Burberry Brit, Burberry, London, Burberry Prorsum and Burberry Sport. It also has two regional brands namely Burberry Blue label and Burberry Black Label. Burberry is established as a high end, gentlemanly and classic fashion house. Performance The category of women’s wear accounts for 28.6% of the total revenue of the brand followed by the accessories. The introduction of digital marketing increased the sales of the company by 24% across the globe. 64% of the total revenue is generated from its Retail segment which includes more than 174 stores across the world. 29% of the revenue is generated from the wholesale channel and 7% revenue is generated from licensing. General Definition of Marketing Marketing is defined as the management process used to identify, anticipate and satisfy the requirements of the customers thereby generating revenues for the business (Brannon, 1998, p.14). Marketing involves all the aspects of pricing, selling, advertising and brand building. ...