Features of Product• Bottle and lid square smoked glass• Glass bottle and packaging made up of the trademark Burberry check• A small paper label with a wax seal.• Sold by the ounce in a range of sizes and weightsold in ounces (oz)• Ingredients: a blend of Italian lime, pear, green almonds, Magnolia, Neroli, Blackcurrant, tonka beans, Bergamot, Pink Orris, Amber, Vanilla Musk, Benzoin Sandalwood,.
How features benefits consumer (offers a lifestyle)• Enhances the feeling of elegance, opulence eccentricity, youth and vibrancy.• The product has ingredients that are soothing to the senses.• The ‘Brit girl’ embodies the playful British spirit of individuality. Shes outrageous, but always charming and unpredictably sexy. Source Burberry Brit campaign leaflet
Quantitative Data SALES & PROFIT(This would be better as a graph or chart!)• 1997, Burberry had sales of about £250m and made profits of around £25m.• After 1999 they had sales of £670m, and profits of £134m.Source:www.marketingritson.com/documents/week5thetwofacesofburberry211006250809852.pdf
BURBERRY Advertising Guardian Headline May 2004• Burberry hopes Brit brand can win over shoppers worldwide• Fashion chain trades on its Britishness to capture growing far eastern market
Guardian Headline• Burberry hopes Brit brand can win over shoppers worldwide• Fashion chain trades on its Britishness to capture growing far eastern market by Zoe Wood guardian.co.uk, Friday 13 May 2011 19.29 BST
Tumblr links to Burberry adverts on Youtube• http://www.youtube.com/watch?v=bD6cKGd GVy8• http://www.youtube.com/watch?v=GT1odqV _BeA
Example of a student’s annotation of Burberry print advertSource: http://cridly.wordpress.com/2011/03/06/burberry-advert/
Sources• www.burberry.com/en-row/#/en- row/fragrances/burberrybrit/forwomenmen• www.brandchannel.com/features_webwatch.asp?ww_id=186 :Burberry Pretty in plaid by Vivian Manning-Schaffel July 26, 2004 issue• www.wikipedia.com• www.burberry.com/en-row/#/en- row/fragrances/burberrybrit/forwomenmen?sub=/fragrance• The Guardian Laura Barton and Nils Pratley examine an improbable success story Thursday April 15, 2004• guardian.co.uk, Friday 13 May 2011 19.29 BST Zoe Wood
An example of one student’s annotation of a Burberry printWho is the target audience?• The target audience for this advert is a little older than the other advert, perhaps early twenties to late thirties but still aimed at British consumers as indicated by the color and fashion as well as the song which is ‘Got Nuts From A Hippy’ by The Fratellis, a Ma british band.• I think this advert applies to both sexes but maybe more towards women than men. The reason for this being that with fragrance adverts, the target audience is often featured in the adverts so, because the dancer is female, the target audience is probably female.• it also seems to me that the woman is lively and fun as well as looking cool, I think this implies the idea that women can be like this if they were to purchase the product. The voice at the end is also a woman’s.
Analysing Burberry Slogan• There isn’t a slogan as such other than• “Fragrance for women and men” but the lack of a slogan actually adds to the overall aloof coolness of the poster, as if to say “It speaks for itself
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