Marketing: Burberry Target Audience

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Burberry target audience is designed for both sexes however it is dominated by the female target audience who have a high disposable income. The brand has their own childrenswear range which can appeal to parents but are likely to be people from wealthy backgrounds. Burberry is famous for appealing to celebrities who purchase coats and dresses which have a high end appeal. Burberry focuses more on customer value in order to attract and retain costumers. With the aim to achieve this by producing a brand-secondary'>marketing concept by meeting and exceeding costumer needs then their rivals.

In this essay I will be outlining the ways in which Burberry has been marketed and so focusing on the four ‘P’s’ of marketing. The approaches taken to market the brand and their contributions to the sales figures of the company will be analysed and evaluated.

The principles of marketing (The Times 100, n.d) are a range of processes concerned with finding out what consumers want, and providing it for them. This involves the ‘4ps’ of marketing; price, place, product and promotion. The product decision in any company involves dealing with goods that should be offered to a group of customers (Jobber & Ellis-Chadwick, 2012). Burberry maintains a product line with great width and scope in which their products fall into two main categories; fashion or continuity. Their fashion products are designed to be responsive to fashion trends and are introduced on a collection to collection basis (Burberry, n.d). Continuity products however have life cycles that are expected to last for a certain time period. Burberry also has 3 primary collections; womenswear, menswear and accessories, with the variety of products they can utilize their product mix greatly. Burberry also has...

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Figure 1: Group Overview. Available: http://www.burberryplc.com/about_burberry/group-overview. Last accessed 22rd March 2014.

Jobber,D & Ellis-Chadwick, F (2012). Principles and Practices Of Marketing. 7th ed. : McGraw Hill Higher Education. p19-21 & 352-354.

Swinton, J. (n.d). How Burberry's digital strategy is boosting brand value. Available: http://www.theguardian.com/media-network/partner-zone-brand-union/burberry-digital-strategy-brand. Last accessed 20th March 2014.

Jacobson, L. (n.d). burberry case study. Available: http://laurenmjacobson.wordpress.com/case-studies/burberry-case-study/. Last accessed 23rd March 2014.

Soman,D & Marand, S (2009). Managing Customer Value: One Stage at a Time.: World Scientific Publishing. p9-14.

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