MKT463 – INTERNET AND DIRECT MARKETING
Individual Assignment
A critical evaluation of Burberry’s Direct and Internet Marketing strategies
Marco Dal Cin
European Business School, Regent’s University
MA Management – International Marketing
Module Leader: Ze Zook
Word Count: 1568
Table of Contents
Introduction……………………………………………………………………………………………. 3
Purpose…………………………………………………………………………………………………….. 3
Central Definitions………………………………………………………………………………… 3
Framework………………………………………………………………………………………………. 4
Situational Analysis – WHERE ARE WE NOW?…………………………… 5
Objectives – WHERE DO WE WANT TO BE?…………………………………. 7
Strategy – HOW DO WE GET THERE?…………………………………………….. 7
Tactics – HOW EXACTLY DO WE GET THERE?……………………………. 7
Actions – WHO DOES WHAT AND WHEN…………………………………… 10
Control – HOW DO WE MONITOR PERFORMANCE?……………….. 10
Recommendations for improvement……………………………………………. 11
References…………………………………………………………………………………………….. 11
Introduction
Burberry is the UK’s largest luxury company. Burberry sells its products to the end
consumer through both retail (including digital) and wholesale channels (Burberry, 2013).
According to Euromonitor (2013) Burberry has been recognized to be one of the quickest
and most successful fashion companies to use digital marketing as main communication
channel of its business strategy. In fact, the company has operated to incorporate its
physical presence with its digital one by using a strong and well developed Direct and
Internet marketing strategy as support to its retail channels (Euromonitor, 2013).
Purpose
The purpose of this paper is to research how Burberry practice Internet and Direct
marketing and how these can improve their marketing overall campaign strategy.
Central Definitions
According to Chaffey et al. (2012) Internet marketing is defined as “the application of
the Internet and related digital technologies on conjunction with traditional
communications to achieve marketing objectives”. Moreover, a further definition outlines
Internet Marketing as “achieving marketing objectives through applying digital
technologies”. Digital technologies contain Internet channels and other several tools such
as websites, e-mails and social media. Internet Marketing is also a combination of websites
and online promotional techniques such as search engines marketing (SEM), interactive
advertising and mobile marketing.
Chaffey et al. (2012) defines Internet Marketing Strategy as “the approach by which
Internet marketing will support marketing and business objectives”.
Direct Marketing is defined by Chaffey (2012) as “marketing to customers using one or
more advertising media aimed at achieving measurable response and/or transaction”.
Direct marketing is recognized to be an effective method of driving traffic to a website.
Tapp (2008) define it as the use of a database to directly attract customers and have a direct
response. A database is important to analyse customer information and to help create
marketing strategies (Tapp, 2008).
