investment in manufacturing in the uk marketing essay
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Investment In Manufacturing In The Uk Marketing Essay
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Burberry in 2012 was named the 4th fastest growing brand by both
Interbred and WPP, after Apple, Google and Amazon. It was in
Interbrands Top 100 Global Brands for the 3rd consecutive year, got the
'Inspiring Luxury Loyalty' award,.
Brand momentum, marketing innovation and product excellence
underpin this performance.
Momentum of the brand
Efforts to support this momentum is as follows.
Digital Synchronization
In the world of Burberry and Burberry.com, enable potioning more
consistent brand across all customer
World Burberry has supported retail sales as a platform for global
inventory.
Brand integration
Discussion, fragrance and beauty partner of the company, the new
management was continued potential for business to unlock the potential
of the brand in these new categories.
Saudi Arabia is the latest business to move from a franchise model with
the intention of the new subsidiary with local partners.
Marketing innovation
To engage consumers in the world, connected to or use of the contents of
its brand, Burberry, he continued to expand the reach and impact
through innovative marketing.
World Burberry
Millions of visitors gathered during the year, the world of Burberry, held
a suite immersive content increasingly rich experience.
In order to release the formula the most luxurious in the product
outerwear iconic brand will enable the customer design, share, digitally
delivered within 8 weeks, Burberry Bespoke, the trench coat that is
customized Please purchase.
Runway show experience of evolution, which connects the technology
360-degree feed motor reactivity to enhance the ability of customers to
explore online virtual community or collection of Burberry brand in the
world of society and live and Instagram Twitter.
To play in the success of its marketing activities to recognize the
increasingly central role, technical systems and efficiency of investment
in IT has continued integrity.
Social media
While tripling its followers in Twitter, Burberry continued to advance, its
leading position on the social media in more than double the luxury
division of play YouTube fans and Facebook. Visit to the art of the trench
social media sites has increased by more than 60%.
And on the other side of Youku, Douban social media platform Sina
Weibo, China, Kaixin001, branded content, had been further leverage via
the Twitter account of the 10 regions.
The Tweetwalk before falling on the runway, they were able to be
launched in collaboration with Twitter, believers see the picture of men's
and women's collection for the first time.
Event
Burberry leverage digital technology, you can increase the reach and
engagement around the events leading brands. New initiatives,
streaming the show womenswear AW12, major brand in Beijing, about 7
billion for the event to the iconic outdoor sites at Terminal 5 of Heathrow
Airport in London and Liverpool Street station. have included
collaboration with Sina Weibo bring impression.
(March 31 in the year) of total revenue growth
Measure the attractiveness of the brand to consumers, it will go through
the things of our stores or department stores and specialty retailer of
Burberry.
· IE is the growth rate of the original change year-on-year at constant
exchange rates. 2008, * 2009 and 2010 are included in the results of
discontinued operations in Spain. 2010 has been expressed to exclude
discontinued operations in Spain.
Increased by 23 percent year-on-year, the foundation - in 2011/12,
Burberry's revenue was £ 1857 meters.
Product excellence
It all begins with Burberry, combining a focus on continuous innovation
and core category, I end up with a superior product.
Outer core
To leverage the unique heritage of the brand, outstanding innovation and
design together, jacket, and continued as the main growth driver of the
company's dominant apparel category.
Supplementation program, supported by robust, outer, accounting for
more than half of the retail apparel sales mainline.
Men's focus
By leveraging the core strategy across categories of men's apparel and
non-apparel high potential, Burberry, he has made significant progress
towards the re-use of infrastructure menswear brand.
The department provides renewal of outerwear tailoring test, various
extensions and non-apparel, marketing activities and dedicated. Doubled
over the year from a low base tailoring for men and men in non-apparel,
retail sales increased by 50% in the mains.
Large Leather Goods
Check iconic brand, especially in the luxury leather and handbags
Prorsum, innovation of form design, materials and has led the continued
strength of leather products on a large scale.
12 minutes 2011 saw the continuation of efforts to compensate for the
reduced number of legacy issues that are consistent with the positioning
of global luxury brand Burberry. Substantial investment was in the years
that wholesale brand presence, with the addition of shop-in-shop,
upgrade the closure of the account, came out of the coat department. In
Japan, most of the business of the company Burberry continues to be
carried out while merchandising and marketing activities that focus on
the global collection, terminate the license of a variety of non-apparel
under license yet.
Strengthen the non-apparel
Enhanced through further investment in product development,
marketing, supply chain, focusing on the categories of non-apparel
penetration under the iconic branding and know-how of design and
merchandising of leverage Burberry.
In 2011 a 12-minute, accounting for 39% of record sales growth of
wholesale / retail, 22% in non-apparel, it was a product of the company's
largest division. In about half of the retail sales of non-apparel main line,
a large leather products, supported by a robust replenishment program,
it is still the backbone of this category.
Men's Accessories
Accounted for more than one-third of the growth Men's Accessories, it
was the largest non-apparel growth driver. Investment in marketing
activities focused on the product development has led to revenue
increased by more than 50%.
Soft accessories
Continued growth and innovation cashmere iconic fabrications and prints
is we drove strong double-digit growth in both women and men's scarf.
(March 31 in the year) of non-apparel sales growth
Burberry big success of efforts, including measures to expand small
leather goods, scarves, shoes, belts, jewelry, into this category.
Income is the only retail / wholesale. · IE is the growth rate of the
original change year-on-year at constant exchange rates. 2008, * 2009
and 2010 are included in the results of discontinued operations in Spain.
2010 has been expressed to exclude discontinued operations in Spain.
In 2011 a 12-minute, 22% increase in the underlying sales of non-
apparel, accounting for 39% of retail sales / wholesale. Men's Accessories
is located while donating a large portion of the growth in this category,
representing about half of the large leather product sales, of non-apparel,
the core of non-apparel.
Global license
Burberry has signed a global license agreement: three glasses (Luxottica)
(Interparfums), and watch (Fossil) beauty and fragrance. The company
continues to work closely with these partners product development,
marketing, and sales activities on, we have carried out periodic reviews
to ensure compliance with the terms of its license agreement.
By aligning these products more closely to the Burberry brand image, the
company has continued to unlock the potential of the 2011/12.
Beauty and fragrance
Fragrance for women Burberry new body, the global marketing
campaigns that are synchronized across the region and all platforms,
including outdoor advertising iconic established through a partnership
with Facebook, the activity sampling presentation of the store with the
impact, and television advertising supported by launched. If the body was
the most successful launch of the fragrance from the 19th, to allow
portfolio Burberry fragrance moving to ninth in the United States, the
brand so far.
Distribution of the Burberry Beauty launch, was extended in 2010 to less
than encouraging initial performance of 11 minutes. Currently available
in the door through burberry.com wholesale more than 70 of the world,
the range was introduced in the first Burberry store with the opening of
Taipei.
Eyewear
Became a strong platform for future growth and sales growth well over a
year increased focus on the development and distribution of eyewear.
Clock
In the reaction of consumers to provide products that strong progress
has been enhanced further, I made my way to align the activities and
distribution of luxury brand and product positioning.
To accelerate the growth of retail-led
Corporate culture and processes to shift from static to dynamic models
wholesale retail model. Rather than to own Burberry store operations,
retail-led growth, refer not only to fundamental changes in the business
structure of the Group.
Burberry, when it was named it "international retailer of the year 'in both
and Oracle World Retail Awards, and the National Retail Federation
American retailer of the year" in the Retail Week Oracle awards in the
UK I was honored to receive the prestigious award three retail. Burberry
also was recognized for the best customer experience in-store and online
by the Institute luxury industry.
12 minutes of highlights from 2011 include:
Drive productivity
Improve productivity in the mainstream stores substantially, Burberry,
continue to invest in all aspects of the retail experience in the course of
this year.
Including through the floorsets monthly, further integration of physical
and digital real estate, I drove a consistent brand message in all media.
Including the execution of replenishment and inventory management,
retail has been improved.
Customer focus
By connecting with customers better, to grow the relationship that has
been personalized to drive productivity and consistency, Burberry, he
focused on customer service.
To complement the existing centers in New York and London, opened a
new center in Hong Kong, customer service team, increased significantly.
These specialized facilities to support our 24/7 to your needs and
luxurious live chat on the phone language, e-mail, and 14 together.
In parallel with the training in order to provide excellent service to
customers in China and internationally, professional sales and service
extension program, I was completed in China.
Programmers and customized sales, dedicated client service has grown
to 50 teams in all regions globally in Burberry's most loyal customers.
Increase in the area through the provision of private services that are
tailored to the needs of their elevated, for these customers, there is a
further investment in elevating the in-store experience.
Real Estate Investment
Investment in the heart of the growing cluster core, Burberry retail
footprint has been expanded further. Flagship city is characterized by a
wealthy local residents above average GDP and strong flow of tourism.
Together, these features provide a degree of thermal insulation with
respect to the global macroeconomic instability.
19% increase in average selling space, Canton Road in Hong Kong,
included the opening of a new large-format Rue Faubourg Saint-Honoré
in Paris, of George Street, Sydney. 23 mainline stores open, ongoing
efforts on upgrading the Burberry retail presence was observed in key
locations, including an extensive renovation 13.
(March 31 in the year) growth in retail sales
In addition to the (measuring productivity growth of existing stores) sales
growth at existing stores are included in the income from the new space.
· IE is the growth rate of the original change year-on-year at constant
exchange rates. Sales growth at existing stores, tailored to the closure
and renovations, are defined as the annual growth rate in sales from
stores that have been open more than 12 months.
Of total retail sales increased by 31 percent year-on-year basis. 14%
sales growth at existing stores (:;: 12%, H2 H1 16%) has increased.
Average selling prices increased again in stores mains driven by
increased penetration of London dressed in women and men. Acquisition
of stores in China, contributed 31 percent from September 2010, a 6%
growth in the underlying maximum acquisition memorial. Balance of 11%
growth came from new space.
Number of stores (as of March 31)
I measured out of the reach of retail stores around the world Burberry.
2008, * 2009 and 2010 are included abolition store operations in Spain.
2010 has been expressed to exclude discontinued operations in Spain.
The number of directly operated stores Burberry was increased in 27 of
the 2011/12. These are the five stores in Saudi Arabia that has been
converted from franchise to retail rest closed 10 stores and the main new
line of 28, 6, of the world with a new store 2 net in the Americas, Europe,
the region Pacific Ocean Asia through ( subsidiary with local partners in
June 2011 that contained 9 inclusive).
Under-investment in the market penetration
Under-investment in the market penetration and I focus on. Case of
Burberry, which are composed of both developed markets such as the
U.S. and emerging markets China, India, and the Middle East. Is used to
optimize these opportunities of various distribution channels and
business models all.
12 minutes of highlights from 2011 include:
Involvement in China
Integration of the company's China operation has been established,
strengthening efforts merchandising, marketing, store services were
utilized in order to increase sales at existing stores 20 percent well.
I focus on the relevance of distance and intensifying marketing extension.
Burberry brand is chosen to achieve a leading position on the social
media platform luxury in China, launched a simplified Chinese version of
burberry.com, with the think tank of the "Digital IQ" the second highest
in China, leading only L2 underneath.
The team's ability to develop further expertise and full-featured
community, has been developed. While benefiting from the services of
the investment proposition is intensifying, in stores, assortment has been
refined to rise further, to meet the needs of the country's emerging
luxury consumer.
India, Middle East Development
The formation of a new subsidiary in Saudi Arabia with a local partner
and two new stores, this sub-region has been further developed during
the year in India.
Central and South America building
Would continue to build our presence in this high potential area,
Burberry, two new stores were opened in Central and Latin America. Key
luxury in the hub of Sao Paulo and Guadalajara, store, brought to eight
the total number in the region.
Entry into new markets
Recognizing the condition of the more volatile, potentially in emerging
markets, Burberry will benefit from local expertise, we have continued to
work with partners and franchisees in the country that has the
experience it has been more limited.
Including taking the brand to the luxury market emerging Baltic states,
Burberry has signed a new franchise agreement.
Lifting the existence of wholesale
In the intense focus in order to improve the assortment and upgrade real
estate, through the wholesale channel, Burberry made a significant
investment in the presence of luxury brands.
On top of the 30 new women in the United States, men's shop-in-shops,
accessories, children's department store was opened by the key. Upgrade
specialty store distribution in Europe continued.
Burberry continued to build retail and travel partners in Asia, its
presence in the travel retail channel, particularly high growth. New
Burberry store is located in the City of Dreams in Macau, at the airport in
Kaohsiung of Taiwan, it was held in the East and the West Terminal.
Number of stores in emerging markets (as of March 31)
I will measure the reach of the Burberry brand in the high potential of
these countries.
Other parts of China, the Middle East, Eastern Europe, Russia, Brazil,
India, Southeast Asia, Africa, and Latin America include: emerging
markets.
Among them, Burberry, 10 stores were added net 18 stores in emerging
markets, two each in Thailand, Middle East, India, China in Latin
America. Of the 154 stores, 63 of them directly, 97 are operated in China,
India and the Middle East 7 ares of 5,22 in Latin America. Balance is a
franchise.
Pursuit of operational excellence
In order to be recognized as much for operational excellence as for
excellence in product and marketing, Burberry is continuing to pursue its
goals.
With particular emphasis on merchandising, supply chain and
information technology, Burberry, he promoted the further operational
improvements in 2011/12.
Merchandising
Technology investment
Prioritize technology investments across the enterprise, Burberry
continued to take advantage of. In the enhanced visibility of marketing
metrics, such as margins and inventory, as a result, centralized business
intelligence team has been established with a global responsibility for
data management and reporting.
Replenishment and planning
Continued focus on the practical ability and replenishment,
replenishment saw penetration of style remains about half of the revenue
of the main line. Planning and execution has been further improved
assortment. Global purchase more consistent, provided a brand
statement aggregation efficiency and the flexibility of the local supply
chain while to accommodate local preferences, increased over the store
basis.
Supply chain
Investment in manufacturing in the UK
Apprenticeship, was founded in Castleford generate Woodrow knit fabric
gabardine trench coat with heritage of the brand, and to build them. In
the new training school, which is to develop a foundation for future skills
in both places at the Castle together.
Additional investment bespoke Burberry trench coat, was held at the
Castle to support the production of the vast majority of which were
conducted in the United Kingdom.
Advance logistics
I was further strengthened with the execution of the logistics function.
European logistics activity was reconstituted with a new regional
distribution hub designed Piacenza, Italy to provide a significant speed
advantage, cost and energy efficiency.
Information technology
Social work
Burberry has partnered with Salesforce.com to implement tools and
processes to enable connecting the constituencies all around better
brand, the development of social enterprises. Which included the launch
of a global digital platform that connects the Burberry chat friends and
partners, dynamically.
Complete the SAP
Global implementation of SAP has completed the installation of the
Middle East and China. This large multi-year project, which forms the
basis of the company's global IT infrastructure.
Group continues to monitor the relationship between all the major
supplier of the entire global business closely. Governance process is in
place for all major strategic initiatives, supplemented by periodic review
of the progress of the operation and performance by senior management.
These structures are reviewed to ensure that it is possible periodically to
support their growth global Burberry effectively.
(March 31 in the year) gross profit margin wholesale / retail
Measures, in particular, how efficiently their products Burberry sources.
2008, * 2009 and 2010 are included in the results of discontinued
operations in Spain. 2010 has been expressed to exclude discontinued
operations in Spain.
Procurement by retail / wholesale, to shift from wholesale to retail,
coupled with the geographical shift to Asia and the advantages of price,
gross profit margin is 68.1% in 2011 compared to a 12-minute margin of
64.9% last year Pacific Ocean rise 320 basis points.
(March 31 in) operating income margin retail / wholesale adjustment
Investment to improve business processes, including Burberry and
procurement initiatives, measures of how IT and logistics is affecting
their profit margins.
Adjusted operating margin has been described before exceptional items.
2008, * 2009 and 2010 are included in the results of discontinued
operations in Spain. 2010 has been expressed to exclude discontinued
operations in Spain.
The ratio of operating income to net sales retail / wholesale Burberry
adjustment, an increase from 15.6% in 2010 11 minutes 2011/12, to
16.4%. Modest operating margin expansion was achieved additional
space, after investing in new markets and central functions.
Burberry has 4 brands:
 BURBERRY PRORSUM
- The most expensive one. This is their luxurious, high end brand.
 BURBERRY LONDON
- The more formal brand, than Brit. Cuts are normally slim and the
quality is a bit more well worked.
 BURBERRY BRIT
- The known brand of them all. This is the brand on which Burberry is
built upon. Cuts vary
 BURBERRY SPORT
- A sport inspired brand, inclined more towards the youth customer
http://2.bp.blogspot.com/_T961o3r1ib8/S5VzUJ_6XUI/AAAAAAAAHZI/
TpPDQ6x_1B4/s400/Picture+2.png
Burberry has various competitors that include:
Gucci
Prada
Coach,
Polo,
Armani, and
Dolce and Gabbana
Burberry's competitive positioning is suitable over the long term. While
brand like Coach and Gucci focus more on accessories and Armani and
Polo focus more on the apparel market, Burberry has succeeded in
penetrating both the accessory and apparel market while remaining a
luxury good. Burberry has also succeeded is positing itself between
brands such as Polo Ralph Lauren and Armani in apparel, and between
Coach and Gucci in accessories. Burberry also has many different lines
within the Burberry brand. This allows for more high-end
goods and goods that would be feasible for purchase by the general
population. Burberry's
positioning of functional luxury is extremely competitive and
will sustain over the long-term period.
MARKETING MIX
PRODUCT
The products that define Burberry as a brand are:
Trench coat,
Perfumes
Brititsh
Body
Burberry Eau De Toilette Spray
Burberry Sheer Eau De Toilette
London
Burberry Holiday
The Beat
Sport
Burberry (Classic)
Burberry Touch
Burberry Weekend
Checks
Haymarket: check with Burberry Equestrian Knight
House: check without Burberry Equestrian Knight
Nova: The bigger check pattern. Nova check has a cream/tan background
having vertical and horizontal black and red stripes.
Supernova: larger than Nova . On a small leather good with Supernova
check, has only a diagonal stripe but does not have whole check.
Exploded: Exploded check which comes in metallic colors like silver.
Burberry keeps a product line with a lot of width and depth consisting of
many products. its products fall two main categories: fashion or
continuity. Fashion products are designed to be responsive to fashion
trends and are introduced on a collection-by-collection basis. Continuity
products have life cycle which are expected to last for a number of years.
PRICE
The Burberry brand uses price to depict high quality in an attempt to
position the product as the high quality leader.
A Burberry trench coat has the range from £2500 to £3500
A burberry Perfume has the range from £50 to £90
A handbag ranges from between £1100 to £1300
PLACE
The company has stores and franchises all over the world, and also sells
through third-party stores. Burberry has 475 stores in 48 countries.
Burberry sells products all over Europe, North of America and Asia with
its own operated stores and wholesale customers.
The licensing arrangements with Japan, which is very important luxury
market in the world. In North America, which is key area for future. In
Europe, the brand's repositioning in the Spanish market made effective
progress, led by the opening of a store in Barcelona, Burberry's was first
in this important market.
PROMOTION
In the 1970s, the brand got popular with the British casual cult, which
lead to it being associated with members of football companies by the
1990s . Burberry has attempted to brand itself with advertisements in
Vogue
Tatler
GQ
Esquire
and is known for using celebrities in its advertising, Kate Moss, , Jourdan
Dunn and Lily Donaldson, singer George Craig,actress Emma Watson,
and Rosie Huntington-Whiteley,
In 2011, Burberry built its position amongst luxury brands on Facebook,
ending the year with having five million fans, almost 200,000 followers
on Twitter and more than four million channel views on YouTube.
Distribution
Below is a chart which shows the distribution system of Burberry
http://htmlimg2.scribdassets.com/4515lrxqgwz7eut/images/7-
c3e429247f.jpg
The distribution of the Burberry brands is achieved through the process
of company-owned stores, and by company-controlled wholesale
agreements with third-party stockists, as well as through license
agreements with partner ï¬ �rms like Japan. Burberry markets have two
clothing collections each year for summer and winter. Primary orders
from wholesale customers are received for summer ranges in the
previous June to October, while orders for the winter season are received
by March at the latest
http://htmlimg3.scribdassets.com/4515lrxqgwz7eut/images/9-
425cd66c38.jpg
Marketing communications
Burberry marketing are managed from London. Any form of marketing
communication and activity are determined by the way provided by the
London team. There are three important strands to the Burberry
communications model:
(1) Advertising.
(2) Fashion shows.
(3) Editorial placement
http://htmlimg4.scribdassets.com/4515lrxqgwz7eut/images/10-
dc7d4e5f2a.jpg
LITERATURE REVIEW
Burberry of Britain
http://www.ukessays.com/essays/business/burberry-of-britain.php
Emma Watson is globally very popular for her Harry Porter movies for
years now. Her popularity as a leading style icon she has a huge fan
following, the brand uses to capture a new young set of customers.
Watson's catwalk at the London fashion week in 2011, helped the
company to raise its profile in UK .It can also be seen that the new ad
campaign helped the brand to attract more customers resulting in sales
Using Emma Watson as the face of Burberry has also helped the brand to
increase the demand for handbags and pull on scarves called snoods.
However, It seems a bit risky decision for Burberry as she is bound to get
a older.
Burberry joint venture targets India's brand-aware middle class
http://www.perthnow.com.au/business/business-old/burberry-joint-
venture-targets-indias-brand-aware-middle-class/story-e6frg2qu-
1225800045109
Buberry is to expand its grab in India, a market in which the rich are
thriving because of a soaring stock market. The company operates its
two Indian stores through a franchisee agreement with Media Star, an
Indian group. That arrangement will be dissolved when the new joint
venture is formed.Â
STOCK CHART OF BURBERRY
One Month Chart for BURBERRY GRP
http://www.guardian.co.uk/business/burberrygroup
Burberry sticking to global expansion targets
http://www.bbc.co.uk/news/business-20234604
Burberry has told the BBC that it is sticking to its expansion plans,
regardless concerns about the impact of the downshift on luxury brands.
Burberry's profits rose, its pre-tax profits for the six-month period fell
Burberry has been diversifying its range of products and has opened
new stores in Milan, Rome and Hong Kong,
Burberry fashions strategy to target Indian high net worth individuals
http://articles.economictimes.indiatimes.com/2011-10-11/news/
30266680_1_india-and-china-angela-ahrendts-burberry
Burberry is trying to reach out to high net worth individuals (HNIs)
in India and China.
In India, Burberry has more half a million Facebook fans. Burberry has
changed its marketing strategy in reference with the demographic
changes in these growth markets.
Straddling two worlds
http://businesstoday.intoday.in/story/innovation-burberry/1/20187.html
Burberry exploited the opportunities offered by the e-commerce and
social media by making its online experience distinctive and 'branded'
just like in-store experience. By doing so, it widened its reach to global
audience.
Customers can view the show on their iPads, click on a product they like
and have it delivered in a few weeks via Burberry's 'Worldstore' portal.
With technology and the Internet, Burberry has evolved one of the most
recognizable and demanded fashion brands in world economies like
China - Burberry's revenue is expected to increase by 27%
RESEARCH METHODOLOGY
RESEARCH OBJECTIVES
To Study the brand Strength and recognition of Burberry
To study the loyalty of customers towards the brand
To study the various strategies and distribution system of Burberry
To do the competitive analysis of Burberry with various other brands
SAMPLE DESIGN
Since there are time and resource restraints, a specific population had to
be identified in order to generalize and create relevant segments. Thus,
the sample size decided contains 50 respondents and these 50 comprises
of male and female. The population for this research are professionals
residing in London out of which owns a Burberry Product. The city was
chosen on convenience basis. Convenience sampling involves using
samples that are the easiest to obtain and is continued until the sampling
size that is need is reached.
Type of Research: Descriptive Research
Sample Size: 50 people
Sampling Technique: Convenience
Quantitative approach will be used where substantial datasheets as well
as the inclusion of tables and statistics shall be made.
DATA COLLECTION
PRIMARY DATA: Primary data is fresh data collected and used first time
in research. The primary data is collected through personal
communication. Data was taken by questionnaire method which is
directly collected from relevant respondents in various markets of
London.
Â
SECONDARY DATA: As name suggest, secondary data means data which
already exist somewhere. It might have been used somewhere and we
just have to collect it. The secondary data is collected through media
advertisement, company's catalogue & poster or through website or
internet, existing databases , published articles, biographical accounts .
DATA INTERPRETATION AND ANALYSIS
1. Which Burberry product(s) do you have?
Perfume
Scarf
Bag
Rain coat
Shirt
Others
product * age Crosstabulation
Count
age
Total
15-25
25-35
35-45
45-55
Product
perfume
1
3
4
2
10
scarf
2
2
1
1
6
bag
1
1
5
4
11
overcoat
1
2
4
5
12
shirt
3
2
1
0
6
others
2
2
1
0
5
Total
10
12
16
12
50
Above survey depicts that majority of the respondents have overcoat
bags and perfumes of Burberry. Respondents between the age of 35-55
prefer buying bags and overcoats. Others go for mostly perfumes shirts
and scarf
2. I purchase a Burberry product because of its high quality
Strongly Disagree
Disagree
Neither agree nor disagree
Agree
Strongly Agree
According to the survey majority of the respondents agree that they
purchase Burberry Products because of the high quality. Burberry
Products are known for its high quality and long life.
3. I would purchase Burberry products even if they get more expensive
than now
Strongly Disagree
Disagree
Neither agree nor disagree
Agree
Strongly Agree
We can see from above that more than half of the respondents will still
buy burberry products even if the prices go higher. This shows that
burberry has a very strong preference by consumers. Less than half
respondents would want to switch to some other brand.
4. If the price of the Burberry product gets increased, how much would
you be willing to pay for it?
0%
1-5%
6-10%
11-20%
more than 20%
Strong Brand loyalty can be seen in the above survey question. Burberry
has a good hold in the market , its customers are willing to still purchase
the products even if the prices go up by 20 %. More than 40 out of 50
respondents will still purchase the product when the prices increase.
5. I normally buy Burberry products which have just been launched in the
market
Yes
No
According to the above survey respondents/customers like to keep up to
date with the trend and new products launched by burberry and
purchase it when something is launched by the brand.
6. I normally buy traditional Burberry products (classic products of
burberry e.g bags shirts overcoat sweaters etc )
Yes
No
As we can see that majority of the consumers like to buy traditional
products of the brand like shirts , overcoats , bags , sweaters etc
(Burberry Brit) other than Burberry designer wear (Burberry Prorsum)
7. I purchase Burberry products because it is status symbol
Strongly Disagree
Disagree
Neither agree nor disagree
Agree
Strongly Agree
Survey says that majority of the respondents buy burberry products with
keeping in mind that it will be a status symbol. Burberry is a brand which
shows status of a consumer because not all classes can afford burberry
products. It is for elite classes of the society
8. I want others to recognize that I am wearing a Burberry product
Strongly Disagree
Disagree
Neither agree nor disagree
Agree
Strongly Agree
According to this survey majority of the respondents neither agree or
disagree to the idea that they want it to be recognized easily that they
are wearing or carrying a burberry product, where as around 20
respondents do want others to see that they are wearing the brand
Please rate the following in terms of:
9. Quality:
Very low low high very high
Burberry
Dolce & Gabbana
Gucci
Prada
Burberry * Gucci Crosstabulation
Count
Gucci
Total
very low
low
high
Burberry
high
2
21
12
35
very high
8
7
0
15
Total
10
28
12
50
Burberry * DnG Crosstabulation
Count
DnG
Total
Low
high
Burberry
high
29
6
35
very high
13
2
15
Total
42
8
50
Burberry * Prada Crosstabulation
Count
Prada
Total
very low
low
high
Burberry
high
13
11
11
35
very high
9
2
4
15
Total
22
13
15
50
The above survey depicts that in terms of quality Prada , Burberry , D &
G then Gucci are preferred respectively. Burberry is known for its quality
in the market, people go for burberry products because of its high quality
products. Gucci is considered less in quality when compared with
Burberry.
11. Price:
Very low low high very high
Burberry
Dolce & Gabbana
Gucci
Prada
Burberry * DnG Crosstabulation
Count
DnG
Total
very low
low
high
very high
Burberry
very low
0
2
1
0
3
Low
1
6
0
1
8
High
8
9
4
1
22
very high
4
5
7
1
17
Total
13
22
12
3
50
Burberry * Gucci Crosstabulation
Count
Gucci
Total
low
high
very high
Burberry
very low
0
2
1
3
Low
0
5
3
8
High
4
13
5
22
very high
1
12
4
17
Total
5
32
13
50
Burberry * Prada Crosstabulation
Count
Prada
Total
low
high
very high
Burberry
very low
1
0
2
3
low
2
0
6
8
high
2
13
7
22
very high
3
5
9
17
Total
8
18
24
50
In terms of price Burberry is considered pretty expensive. D & G and
Gucci are considered less expensive brands and Prada is given the most
expensive. Burberry Products are stated expensive by the respondents
and think the prices of the products are a little too high. Recently
Burberry as revised its prices and made the products even more
expensive.
12. Fashion:
Very low low high very high
Burberry
Dolce & Gabbana
Gucci
Prada
Burberry * DnG Crosstabulation
Count
DnG
Total
very low
low
high
very high
Burberry
low
0
3
8
0
11
high
3
14
5
0
22
very high
0
7
8
2
17
Total
3
24
21
2
50
Burberry * Gucci Crosstabulation
Count
Gucci
Total
very low
low
high
very high
Burberry
low
4
1
6
0
11
high
5
15
2
0
22
very high
5
5
3
4
17
Total
14
21
11
4
50
Burberry * Prada Crosstabulation
Count
Prada
Total
very low
low
high
Burberry
low
6
3
2
11
high
7
12
3
22
very high
8
5
4
17
Total
21
20
9
50
In terms of fashion Burberry is a high fashionable brand as compared to
all three brands, followed by D and G. Gucci and Prada are considered
less fashionable, when asked why respondents stated that Gucci and
Prada are very based on more elegance and subtle. They are very plain
when it comes to fashion.
13. Exclusivity:
Very low low high very high
Burberry
Dolce & Gabbana
Gucci
Prada
Burberry * DnG Crosstabulation
Count
DnG
Total
very low
low
high
very high
Burberry
very low
1
0
0
0
1
low
3
5
3
0
11
high
2
6
5
2
15
very high
3
7
12
1
23
Total
9
18
20
3
50
Burberry * Gucci Crosstabulation
Count
Gucci
Total
very low
low
high
very high
Burberry
very low
0
0
1
0
1
low
3
3
5
0
11
high
3
10
0
2
15
very high
15
5
2
1
23
Total
21
18
8
3
50
Burberry * Prada Crosstabulation
Count
Prada
Total
very low
low
high
very high
Burberry
very low
0
0
0
1
1
low
2
8
0
1
11
high
1
8
6
0
15
very high
5
8
6
4
23
Total
8
24
12
6
50
In terms of exclusivity Burberry is considered an exclusive and trendy
brand. It keeps on launching new products time by time with new styles,
logo, pattern ,checks, fittings , colors, product line and range etc,
followed by Prada and then D & G. Gucci is considered less exclusive by
the respondents.
FINDINGS AND CONCLUSIONS
Burberry has a very strong brand loyalty. Customers would like to stick
to the product even if the prices increase
Burberry has an edge to its competitor brands in terms of quality, style,
status symbol, exclusivity
Customers think the price of Burberry products is high
Stock Prices of the Public limited company has risen up over time
Burberry is to expand its presence in India, a market in which the ultra-
rich are thriving because of a soaring stock market.
Burberry's revenue is expected to rise by around 27 per cent to $1.5
billion, with operating profit close to $300 million.
SUGGESTIONS
As having very close competition Burberry should decrease its prices so
as to increase sales and keep the grab on the existing markets
As Burberry has very strong brand loyalty it should diversify or introduce
a new product line ,example cosmetics, undergarments etc
Burberry should start selling expand its market, tap new markets.
it has already stores in 48 countries, it should focus on more intensive
distribution as the brand has acquired recognition and is acknowledged
globally. While Distribution It should license more arrangements like it
did with Japan.
As Emma Watson is a youth icon and the face of Burberry , it should
consider changing because It seems to a bit risky decision for Burberry
as she is bound to get a bit older.
Burberry should introduce a line which is cheaper(as Armani did by
introducing Armani exchange) so as to target all types of classes.