Download - Burberry case brand, marketing
Presented By:
Group 9
Summary
• Burberry -Estd 1958
• Thomas Burberry• Almost 150 years
of history• Many
contributions to Fashion Industry
Summary
• Gabardine, Burberry Trench Coat
• Burberry check-CamelBlackRedWhite Plaid Design
Summary
• Rose Marie Bravo- CEO• Many highs • Lows: during late
1990s• Old-fashioned products• Counterfeits• Diluted Brand Value
Porter’s 5 Forces
SWOT Analysis
•Competition•Popularity in non-target groups•Not enough stores in small cities.
•Expansion ofstores globally.•Wide age groups.•Can conduct more Burberry shows in different cities.
• Eroded Brand Image
• Poor Quality and Reliability
• Eroded Dealer Confidence
• Low Marketing Budget
•Well established brand.•Original Design and uncompromising quality•Huge channel network’•Iconic check•Large range of products
S WOT
AnalysisMarket Position
Market Position
• Placed between Functionality and Luxury
• Positioned as “Functional Luxury”
• Polo and Armani: Apparel• Coach and Gucci: Accessories
Various Changes and Effects on Risk Profile
• Repositioning of the brand• Updating the product line• Expanding the Brand Portfolio• Advertising
Role
• Multiple channels• Multiple brands• Multiple collection• Multiple license
Overall Brand status
• Burberry’s to Burberry• contemporary logo and packaging• Repositioning of the brand into a “luxury lifestyle brand
that was aspirational, stylish, and innovative”• Extension of the customer base, updated the product line.• Products responsive to the changes in fashion industry• Expansion of the brand adding “Prorsum” a leading luxury
high end brand• Introduction of innovative advertising bringing in the best
experts of the time
Transition to more restrained Check or not?
• Check: crucial to core customers• Ubiquity of the check• Check: A cliché?
Underplay Check?
Check
Undercover
Philoso
phy?
•No Aggressive transition•Check: Identity of Burberry for 150 yrs•Customers buying only for the sake of the check•25% sales -SIGNIFICANT
Customer Base
Target Customer
• Two dimensions:
Target Customer
• 1. Generation– Original Core Customers: Older
Generation– Younger, fashion-conscious Generation
• 2. Target Customers relative to competitors– For Apparel: between Polo Ralph Lauren
and Giorgio Armani– For Accessories: between Coach and Gucci
Popularity of Non-target customers
Develop new line
Do Nothing/Ignore
Or
• Urban, Hip-hop musicians• Not what they had planned• Two possible choices:
Capitalize the new market
•Low brand loyalty•Will move to the next new thing
“BUZZ”
Launch of the “Brit”
• New perfume line: • Posh, high end market• Launch or No Launch?• YES, DEFINITELY• New “accessible entry point”• But• Limited customer base• Should
• Wider market
English women, in 30s?
•Extend to 25 to 30s,even 40s
•Outside England too
Other Product Categories
• Curtains, bed sheets, table cloth, pillows
• Jewelry• Hair and Cosmetic Products• Tech Accessories• Cosmetics• Sportswear
Conclusion
• Burberry successful in reinventing itself
• But just the beginning• A long way to go• Shedding of old leaves• New leaves yet to grow• Venture into new product categories• Flagship: Real Differentiator
THANKYOU!Any
Questions?