Burberry Marketing Strategy

Introduction
The Burberry Group plc is a very popular and successful clothing and fashion line based out of London, UK. The operations of the Group involve designing, sourcing, marketing, licensing and distributing a wide range of luxury goods for women, men and children. The products that Burberry offers maintain allure to costumers, both across age groups and genders. The company holds a balanced product portfolio including ready-to-wear, accessories and other lifestyle products. In the ready-to-wear section, outerwear is a core part of the product offering with the Burberry trench coat as a brand icon recognized worldwide. Accessories include well-designed handbags, silks, shoes, umbrellas and cashmere scarves which also hold the iconic

As mentioned by Kohli and Jaworski (1990), market-oriented companies attempt to acquire and evaluate market information in order to understand and develop superior value to customer needs. Burberry’s strong company performance shows there is a positive correlation between the relationship between market orientation and company performance which means that the market orientation improves company performance. ‘Holistic’ Marketing
Holistic marketing attempts to develop and maintain multiple perspectives on the company’s commercial activities. Four components of holistic marketing are relationship mar¬keting, integrated marketing, internal marketing, and socially responsible marketing. Figure 1.2 provides a schematic overview of four components characterizing holistic marketing. Figure 1.2: Holistic Marketing Dimensions (Kotler and Keller, 2012)
Angela Ahrendts, Burberry’s CEO decided right from the start to use digital to target consumers. The Company has created three new departments in the last two years: a social media department, a mobile department and analytics department. Burberry was doing all these innovative things in digital marketing-live streaming runway shows, partnering with social media players, launching

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