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Burberry’s Mobile Marketing Campaigns
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Case Assignment
Imagine you have been hired as a consultant to the VP of marketing for Burberry. The VP wants to get an objective opinion from someone outside the company who is familiar with current digital marketing basics.Your job is to write a short memo of 750 -1,500 words critically analyzing Burberry’s mobile marketing strategy. Note that the company has decided to use mobile social platforms to reach its target markets.
Read and cite required articles listed above, including additional research you have done, to address the following issues:
• Evaluate the assumptions behind Burberry’s mobile marketing campaigns, with a brief introduction of the company mobile marketing efforts.
• Analyze the effectiveness of Burberry’s mobile marketing campaigns by applying relevant branding and promotion concepts. Also specify the criteria you use to evaluate the effectiveness.
• With the increasing popularity of mobile media and social media, what would you recommend to Burberry regarding its mobile promotion strategy? Explain why.Do not spend a lot of time digging in the company’s website and do not just rehash what the company did; instead, introduce a critical perspective.
Focus on the Case articles as well as relevant background reading. There are no right answers; after all, you do not have inside information. You will be evaluated on your understanding of the background materials and your logic reasoning. In particular, show your understanding of the way a change in target market affects the company’s promotion strategy.
Also, give some thought as to how Burberry’s mobile marketing meshes with other elements of its marketing program, for example, merchandising (product management), channel management, and pricing.
Assignment Expectations Regarding Your References and Defense of Your Positions
Write clearly, simply, and logically. Your memo should be 750-1,500 words long, excluding title pages and references, but quality of writing is more important than length. Use single space, black Verdana or Times Roman font in 12 pt. type size.
Check the following link for business memo format:
http://www.fsb.muohio.edu/heitgedl/Memo%20writing%20tips%20ACC333%20SP06.pdf.
Back up your positions or opinions with references to the required reading found in the Module 1-2 Backgrounds. In using those references, demonstrate your understanding of the concepts presented. Rather than grading on how much information you find, emphasis will be on the defense of the positions you take on the issues.
Also remember that:
• The “why” is more important than the “what.”
• The defense of your positions on the issues is more important than the positions you take.
Do not repeat or quote definitions. Your use of the required reading to support your opinions (that is, contentions or positions) should demonstrate that you understand the concepts presented.
Do not include definitions or summaries of the readings, or simply describe what the company did. Instead, your responses to the questions should be analytical and should demonstrate that (a) you understand the principles from the background reading and (b) you can apply them to this particular case. Vague, general answers will not earn a good grade.
Avoid redundancy and general statements such as “All organizations exist to make a profit.” Make every sentence count.Paraphrase the facts using your own words and ideas, employing quotes sparingly. Quotes, if absolutely necessary, should rarely exceed five words.
When writing an academically oriented paper, you will uncover many facts about the product. If you paraphrase the facts, cite the sources in your text and link those citations to references at the end of the paper.
Here are some guidelines on how to conduct information search and build critical thinking skills.
Emerald Group Publishing. (n.d.). Searching for information. Retrieved from http://www.emeraldinsight.com/learning/study_skills/skills/searching.htm
Emerald Group Publishing. (n.d.). Developing critical thinking. Retrieved from http://www.emeraldinsight.com/learning/study_skills/skills/critical_thinking.htm
Guidelines for handling quoted and paraphrased material are found at:
Purdue Online Writing Lab. (n.d.). Academic writing. Retrieved from https://owl.english.purdue.edu/owl/section/1/2/
Purdue Online Writing Lab. (n.d.). Quoting, paraphrasing, and summarizing. Retrieved from https://owl.english.purdue.edu/owl/resource/563/1/
Purdue Online Writing Lab. (n.d.). Is it plagiarism yet? Retrieved from https://owl.english.purdue.edu/owl/resource/589/02/
Your paper consists of arguments in favor of your opinions or positions on the issues addressed by the guidelines; therefore, avoid the following logical fallacies:
Purdue Online Writing Lab. (n.d.). Logic in argumentative writing. Retrieved from https://owl.english.purdue.edu/owl/resource/659/01/
Mobile marketing spending is increasing in recent years due to the popularity of smartphone and mobile commerce. Burberry is starting to use the mobile apps to reach the target market. Burberry is the first brand to use a ‘Snapcode’ on Snapchat as it looks to give visitors in its stores access to exclusive content.
Read the following articles related to mobile app marketing campaign by Burberry, mobile app design, and the digital marketing trends. Note that you can find the articles without links in our online library databases using the search box on
TLC Portal.BI Intelligence (2015). Here’s where digital ad spending is going over the next five years. Retrieved from http://www.businessinsider.com/mobile-will-drive-ad-spending-across-digitial-formats-2015-7
Burberry launches on kakao (2015). Newton: Questex Media Group LLC. Burberry launches global partnership with line. (2015, Feb 05). M2 Presswire.DeMers, J. (2014, Aug. 15).
10 online marketing metrics you need to be measuring. Retrieved from http://www.forbes.com/sites/jaysondemers/2014/08/15/10-online-marketing-metrics-you-need-to-be-measuring/#65eec53b355f
Goodfellow, J. (2016). Burberry is printing codes on its products to encourage customers to use Snapchat in-store. Retrieved from http://www.businessinsider.com/burberry-partners-with-snapchat-discover-2016-4?nr_email_referer=1&utm_content=BISelect&utm_medium=email&utm_source=Sailthru&utm_campaign=BI%20Select%20%28Tuesday%20Thursday%29%202016-04-05&utm_term=Business%20Insider%20Select
L2 think tank: Burberry runs lunar new year WeChat campaign (2016). Chatham: Newstex.
Magrath, V., & McCormick, H. (2013). Marketing design elements of mobile fashion retail apps. Journal of Fashion Marketing and Management, 17(1), 115-134.
O’Reilly, L. (2012, Sep 20). Burberry to put mobile first in mix. Marketing Week (Online).
Roderick, L. (2015, Sep 18). Burberry in snapchat first as it premieres new fashion collection online. Marketing Week (Online).
Roderick, L. (2016, Apr 04). Burberry uses first ever snapcode to let in-store customers unlock online snapchat content. Marketing Week (Online).
How to conduct a marketing audit (n.d.). MarketingTeacher.com. Retrieved from http://www.marketingteacher.com/marketing-audit/
Introduction to financial statements for marketing (n.d.). MarketingTeacher.com. Retrieved from http://www.marketingteacher.com/marketing-and-finance/
Marks, R. E. (1997). Market structure and competition (October 9). Retrieved from http://www.agsm.edu.au/bobm/teaching/ECL/lect03.pdf
Marketing Research (n.d.). MarketingTeacher. Retrieved from http://www.marketingteacher.com/introduction-to-marketing-research/
These Web pages explain concepts of the Segmenting, Targeting, and Positioning.
Building Customer Relationships. (2014). Pearson Learning Solutions, New York, NY. Retrieved from http://www.pearsoncustom.com/mct-comprehensive/asset.php?isbn=1269879944&id=11770
Building Customer Relationships (Audio). (2014). Pearson Learning Solutions, New York, NY. Retrieved from http://www.pearsoncustom.com/mct-comprehensive/asset.php?isbn=1269879944&id=11448
Segmentation (n.d.). MarketingTeacher. Retrieved from http://www.marketingteacher.com/segmentation/
Targeting (n.d.). MarketingTeacher. Retrieved from http://www.marketingteacher.com/targeting/
Positioning (n.d.). MarketingTeacher. Retrieved from http://www.entrepreneur.com/encyclopedia/positioning
Perner, L. (n.d.). Segmentation, targeting, and positioning. Consumer Psychologist. Retrieved from http://www.consumerpsychologist.com/cb_Segmentation.html
Here are some useful links on market segments:
Nielsen. (n.d.). MyBestSegments ZIP code look-up. Retrieved from https://segmentationsolutions.nielsen.com/mybestsegments/Default.jsp?ID=20&menuOption=ziplookup&pageName=ZIP%2BCode%2BLookup
Nielsen. (n.d.). Nielsen PRIZM – Understanding social and lifestage groups. Retrieved from http://www.claritas.com/MyBestSegments/tutorials/Nielsen_PRIZM/engage.html
Nielsen. (n.d.). Segment Details. Retrieved from https://segmentationsolutions.nielsen.com/mybestsegments/Default.jsp?ID=30&menuOption=segmentdetails&pageName=Segment%Details
TETRAD. (n.d.). Demographics. Retrieved from http://www.tetrad.com/category/demographics/
This article explains considerations internal to the firm that affect its financial health:
Porter, M. (1980). Generic strategies. Retrieved from http://www.marketingteacher.com/generic-strategies/
These Web pages explain the forces external to the firm that affect the financial health of a product or company:
PEST Analysis (n.d.). MarketingTeacher. Retrieved from http://www.marketingteacher.com/pest-analysis/
Managing External Forces (n.d.). Marketing Tutorials. KnowThis. Retrieved from http://www.knowthis.com/principles-of-marketing-tutorials/managing-external-forces/
The following readings relate to product management strategy:
Products and Services. (2014). Pearson Learning Solutions, New York, NY. Retrieved from http://www.pearsoncustom.com/mct-comprehensive/asset.php?isbn=1269879944&id=12052
Products and Services (Audio). (2014). Pearson Learning Solutions, New York, NY. Retrieved from http://www.pearsoncustom.com/mct-comprehensive/asset.php?isbn=1269879944&id=11699
Product decisions (n.d.). KnowThis. Retrieved from http://www.knowthis.com/principles-of-marketing-tutorials/product-decisions/
This series of Web pages explains that product decisions over which firms have control are forces that determine the financial health of a product or company:
Product strategies (n.d.). LearnMarketing. Retrieved from http://www.learnmarketing.net/product.htm
The following articles explain and illustrate branding:
Aisner, J. E. (1999) More than a name: The role of brands in people’s lives. Working Knowledge for Business Leaders Series. Boston, MA: Harvard Business School. Retrieved from http://hbswk.hbs.edu/archive/2598.html
Beyersdorfer, D., et al. (2011 January/February). Preserve the luxury or extend the brand? Harvard Business Review. 89:1/2(January/February):173-7.
Christ, P. (2009). Understanding the importance of branding (October 28). Retrieved from http://www.knowthis.com/insights/marketing-professionals/trends-developments/1559-understanding-the-importance-of-branding
Clark, D. (2011 March) Reinventing your personal brand. Harvard Business Review. 89:5 (March):78-81.
Edelman, D. C. (2010). Branding in the digital age. Harvard Business Review. 88:12 (December):62-69.Introduction to brands (n.d.). Marketing Teacher. Retrieved from http://www.marketingteacher.com/introduction-to-brands/
Klein, K. E. (2008). A practical guide to branding. Bloomberg Businessweek (June 9).
Tauber, E. W. (1981). Four branding alternatives: A branding strategy based upon brand extension. Marketing Teacher. Retrieved from http://www.marketingteacher.com/four-banding-alternatives/
Zax, D. (2010). For Millennials, brands may be as important as religion, ethnicity. Co-Create(November 17). Retrieved from http://www.fastcocreate.com/1679028/for-millennials-brands-may-be-as-important-as-religion-ethnicity
The following article explains brand personality:
Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research. 24:4(March):343-372.
These articles address the question of celebrity endorsements:
A Teakettle with Star Power? The Upsides and Pitfalls of Celebrity Brands (2011).Knowledge@Wharton (April 27). Retrieved from http://knowledge.wharton.upenn.edu/article.cfm?articleid=2761
Star Blight: The Perils of Celebrity Endorsements (2006). Knowledge@Wharton (September 6).Retrieved from http://knowledge.wharton.upenn.edu/article.cfm?articleid=1552
Stone, M. (2012). How Retailers’ Love Affair With Celebrities Will Blossom In 2012. Forbes (January 4).
Check the professional market research reports from IBISWorld database to find the industry analysis for your cumulative Session Long Project.
IBISWorld Overview (n.d.). IBISWorld, Inc., New York, NY.IBISWorld Forecast (n.d.). IBISWorld, Inc., New York, NY.IBISWorld Data and Sources (n.d.). IBISWorld, Inc., New York, NY.IBISWorld Navigation Tips (n.d.). IBISWorld, Inc., New York, NY.
Check the following links for proper APA citation and reference format:
Purdue University Online Writing Lab. (n.d.). In-text citations: The basics. Retrieved from http://owl.english.purdue.edu/owl/resource/560/02/.
Cornell University Library. (n.d.). APA citation style. Retrieved from http://www.library.cornell.edu/resrch/citmanage/apa
Golden Gate University. (n.d.). University library: Research help. Retrieved from http://www.ggu.edu/libraries/university-library/research-help#citation-guide
University of Illinois at Urbana-Champaign. (n.d.). The center for writing studies. Retrieved from http://www.cws.illinois.edu/workshop/writers/citation/apa/intextcitation/
Below is a partial answer to the above homework questions by one of our writers. If you are interested in a custom non plagiarized top quality answer, click order now to place your order.
Burberry’s Mobile Marketing Campaigns
Internal Memorandum
January 15, 2018
To: VP of marketing, Burberry
CC:
From: Your Name, Marketing Consultant
Re: Opinion on the digital marketing efforts by Burberry
Mobile marketing efforts
Burberry, a luxury clothing and apparel design, production and sales company, is among the top businesses in its industry. The firm, whose headquarters are in London, England and with operations around the globe, uses a variety of operational and marketing models to ensure they remain a top brand. With competitors such as Chanel, Gucci, Dior, and Louis Vuitton, Burberry has to employ innovative solutions to engage consumers and push for purchases. In the recent past, Burberry has adapted to the use of mobile technology in a bid to push for the increase in market share and sales for the brand.
A unique approach by Burberry to the marketing of their brand and merchandise has been the use of mobile marketing. The use of mobile marketing refers to various approaches used by companies to lure and inform their customers about their products and services. In using this method, the targeted customer is one who uses a mobile device for communications, media usage, learning, and entertainment. The methods used in mobile marketing are designed for the mobile device with a smaller screen size. Given the increasing size of the mobile phone market, as well as the constant rise in the number of mobile users, such targeted mobile marketing efforts by corporates are expected to have a large impact.
Assumptions behind Burberry’s mobile marketing campaigns
A first assumption is the continued growth of the mobile market. By investing heavily in mobile marketing Burberry assumes and heavily believes in the growth of the number of users of mobile devices. With this assumption, the company relies on the increasing numbers to upsurge the sales. In addition, the company assumes that their consumers are among the growing number of people who prefer having a mobile device such as a tablet, iPad, or smartphone in addition to a computer or laptop. This is in addition to those who are assumed to use mobile devices as their primary means of accessing information (Nagao, 2015).
Despite these assumptions having research data to back them up, they still are assumptions since there are a number of Burberry customers who prefer to visit the traditional brick and mortar shop as opposed to using the various e-commerce alternatives (Nagao, 2015). The assumption that the use of mobile devices will continue to rise may also be halted with the introduction of an alternative form of technological communication that may render devices such as the smartphone obsolete.
Another assumption by the company is that their online presence mirrors the sales. While the various online digital campaigns have been relatively successful, the use of online metrics and numbers may not accurately reflect the expected sales figures. Such figures as the number of daily or monthly visitors to a given webpage, or the number of clicks on an online advertisement, the number of likes on social media postings, or the number of followers may not necessarily translate to sales. However, as per Burberry’s reports, the firm’s sales have increased since the launch of the mobile marketing campaigns (Burberry PLC, 2017)….
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