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Slide 1: The Overview...

Slide 1: The Overview

- The Market of luxury goods in USA.

- The Local Market of luxury goods in Michigan



Slide 2: Introduction of Burberry

- History of Burberry

- The Characteristics of Burberry

- Description of Burberry’s Target Audience

Burberry is a British luxury fashion house, manufacturing clothing, fragrance, and fashion accessories. Its distinctive tartanpattern has become one of its most widely copied trademarks. Burberry is most famous for its iconic trench coat, which was invented by founder Thomas Burberry.

Slide 2: Situation Analysis

- Burberry’s Inn Current Internet Activities

- Current Problems

The emergence of online business and the online presence play a more important role than ever. After examining Burberry current internet activities, I found that the company website is impeccable, pages are coherently stylized and all information is easily accessible. However, we still have several suggestions in digital marketing for Burberry to perfect the digital marketing plan and attract more customers.



Slide 3-6: Digital Marketing Plan

- The Goal

- How to Reach the Goal

- Suggestions

1) Social Media Tactics

2) Corporate Blog

3) Online Advertisings

Social media tools:

Facebook and Twitter account to target to different areas of

Platforms:such as Youtube, Flickr and SCVNGR or Foursquare.

Google AdWords and Youtube advertising are several customized advertising tools to use.

Those tools need to update daily, because many fans like to see what is the new product looks like and where could buy them. There must be the tracking system about the product move form one place to another.



Slide 7: Online Monitor Strategy

High-quality visual tasks are the most important thing for selling the luxury product. The monitor system must track the customer’s feedback and next activities. This is good for future management.



Slide: 8: Budget Allocation

Slide 9: Evaluation

The evaluation will focus on media outputs and actual outcomes. Media outputs include the blog click rate, Facebook fans rate, Twitter Hashtag rate, and YouTube view rate while actual outcomes include annual sales revenue.

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    Buburry Buburry Presentation Transcript

    • Market Digital Strategy for Burberry
      By Jessie Yang
    • Overview
      The Market of luxury goods in USA.
      • Major target audiences: 60% age over 40
      • Major markets: New York, Chicago, Califolia
       The Local Market of luxury goods in Michigan
      • Major target audiences: 60% age over 30
      • Major markets: Detroit
    • Introduction of Burberry
       History of Burberry
      The Characteristics of Burberry
      Description of Burberry’s Target Audience
    • Situation Analysis
       Burberry’s Inn Current Internet Activities
               Current Problems
    • Goal of Burberry
      Engaging with social media is a critical part of the Group’s strategy to connect customers with the Burberry brand.
      New reaching goal: inspire people across generations to share their experiences of the iconic trench coat in Michigan
    • Strategies to reach the goal (1)
      Social Media Tactics
      • More calls todirect actions
      • Creates more followers, and fans
      • Increases the viewers on the website
      • Creates BuzzworthyPR
      • News customer feedback
    • Strategies to reach the goal (2)
      Corporate Blog
      Online Advertisings
    • Online Monitor Strategy
      High-quality visual tasks are the most important thing for selling the luxury product.
      The monitor system must track the customer’s feedback and next activities.
    • Budget Allocation
      Budget: $10,000
      Media tools
      Advertising
      Diverse actions
    • Evaluation
      Media outputs and actual outcomes : blog click rate, Facebook fans rate, Twitter Hashtag rate, YouTube view rate
      Annual sales revenue