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Presented By:
Group
Introduction_______________Aditi
Marketing Strategy_________Pushpraj
Concentric circle___________Prianjan
and Shubhomita
A...
 Burberry -Estd 1856
Thomas Burberry (21)
Almost 150 years of history
Many contributions to
Fashion Industry
1879 – Burberry used a waterproof and
hardwearing material.
1920 – Burberry became the publically
quoted company for the f...
• British Army
During WWI
• Celebrities (such as: Humphrey Bogart, Ingrid Bergman, Audrey
Hepburn, Peter Sellers, etc) , w...
 Curtains, bed sheets, table cloth, pillows
 Jewelry
 Hair and Cosmetic Products
 Tech Accessories
 Cosmetics
 Sport...
Burberry’s Markeing Plan –
Pushpraj
Elite fashion for males and females in the premium segment who appreciate
the British clean, smart and timeless classic st...
➔Geographic Segmentation
➔Europe(Including Britan)34% &,US-27%
➔Asia-Pacific-33% & Rest( including Japan)-6%
➔Psychographi...
● Burberry specializes in fashionable clothes that are appreciated worldwide
because of its distinctive designs and exquis...
Concentric circle -
Shubhomita and Prianjan
Budgeting
Competition
Generic
Competition
Product category
Product Form
Analysis as a brand manager –
Namrata
Burberry is the epitome of Britishness. It’s heritage is in leather goods;
 Burberry’s is in trench coats. It has posted...
Both Burberry and Prada achieved growth by developing product offerings
beyond their core, while retaining very significa...
This pricing strategy considers the value of the product to
consumers rather than the how much it cost to produce it.
 V...
As all the products are luxurious items with excellent
craftsmanship and innovative designs, the pricing has
to be premiu...
In 1911, they outfitted Roald Amundsen, and later they outfitted Ernest
Shackleton and George Mallory.
Since earlier tim...
Develop new
line
Do
Nothing/Ignore
Or
• Urban, Hip-hop musicians
• Not what they had planned
• Two possible choices:
Capit...
Conclusion –
Aditi
•Competition
•Popularity in non-
target groups
•Not enough stores
in small cities.
•Expansion of
stores globally.
•Wide ag...
Burberry successful in reinventing itself
But just the beginning
A long way to go
Shedding of old leaves
New leaves y...
Brand analysis of burberry
Brand analysis of burberry
Brand analysis of burberry
Brand analysis of burberry
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Brand analysis of burberry

Burberry and its History and brand analysis as the Brand Manager and the Marketing Manager with CBBE model.

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Brand analysis of burberry

  1. 1. Presented By: Group
  2. 2. Introduction_______________Aditi Marketing Strategy_________Pushpraj Concentric circle___________Prianjan and Shubhomita Analysis as a brand manager__Namrata Conclusion________________Aditi
  3. 3.  Burberry -Estd 1856 Thomas Burberry (21) Almost 150 years of history Many contributions to Fashion Industry
  4. 4. 1879 – Burberry used a waterproof and hardwearing material. 1920 – Burberry became the publically quoted company for the first time 2002 – Burberry was listed in the London stock exchange 2004 – Burberry launches its first transactional website in US and UK was followed in 2006 2013 – Burberry opened the first store in India (Delhi) in the City Walk
  5. 5. • British Army During WWI • Celebrities (such as: Humphrey Bogart, Ingrid Bergman, Audrey Hepburn, Peter Sellers, etc) , well-known adventurers , politicians, aviators, balloonists and expeditionists, British Royalty, especially King Edward VIII 1920s and 1930s • European customers as well as international customers, mainly Asian customers and in Asia also Japanese customers starting 1970s 1950s to 1980s • Older Customer Base: Older males and Asian tourists Early 90s to mid 90s • Slowly and steadily Younger Customers started to enter the Burberry's customer base Late 90s, Rose M Era CEO – (1997)
  6. 6.  Curtains, bed sheets, table cloth, pillows  Jewelry  Hair and Cosmetic Products  Tech Accessories  Cosmetics  Sportswear
  7. 7. Burberry’s Markeing Plan – Pushpraj
  8. 8. Elite fashion for males and females in the premium segment who appreciate the British clean, smart and timeless classic style. ➔Demographic Segmentation ➔Middle Aged Men & Women- Clothes & Fashion Accessories Perfumes. ➔Children-Childswear Range ➔Older People - Trench-coats
  9. 9. ➔Geographic Segmentation ➔Europe(Including Britan)34% &,US-27% ➔Asia-Pacific-33% & Rest( including Japan)-6% ➔Psychographic Segmentation ➔Lifestyle – Luxurious ➔ Fashion Aware
  10. 10. ● Burberry specializes in fashionable clothes that are appreciated worldwide because of its distinctive designs and exquisite materials. Its Tartan pattern is unique in its design and is associated with Burberry. ● Middle aged men and women from upper class. ● Concentrated Marketing-Niche Marketing ● Label Consicious Shoppers ● Celebrities
  11. 11. Concentric circle - Shubhomita and Prianjan
  12. 12. Budgeting Competition Generic Competition Product category Product Form
  13. 13. Analysis as a brand manager – Namrata
  14. 14. Burberry is the epitome of Britishness. It’s heritage is in leather goods;  Burberry’s is in trench coats. It has posted strong growth in the past 10 years, narrowing their scale gap with megabrands like LouisVuitton and Gucci. But, in the past few months, shares in this brand has lost significant value. We can trace the roots of their recent woes to Asia; China in particular. Not that the Chinese market has been easy for anyone recently.
  15. 15. Both Burberry and Prada achieved growth by developing product offerings beyond their core, while retaining very significant centres of gravity. Burberry has expanded from its apparel core into leather and accessories. At the same time, in the past few years, the house has significantly increased the price of their core offerings. They have also moved toward becoming de facto retailers, withdrawing from wholesale and integrating aggressively downstream. But Burberry appear to be under greater pressure there than their luxury peers. In its most recent quarter, Burberry saw like-for-like growth sinking into negative territory. Any misstep now will only compound the troubles facing these brands.
  16. 16. This pricing strategy considers the value of the product to consumers rather than the how much it cost to produce it.  Value is based on the benefits it provides to the consumer e.g. convenience, well being, reputation or joy.
  17. 17. As all the products are luxurious items with excellent craftsmanship and innovative designs, the pricing has to be premium.  What matters is that the quality that cannot be compromised at any cost. The pricing policy of the brand is dependent many factors. Burberry is both a luxury brand and a global company and hence its prices have to be consistent around the world everywhere because price discrimination will result in diluting its brand image. The global marketing team of Burberry is responsible for the pricing strategies after heavy evaluation about the product demand, market research and competitor’s prices
  18. 18. In 1911, they outfitted Roald Amundsen, and later they outfitted Ernest Shackleton and George Mallory. Since earlier time’s, special emphasis have been given on promotional activities. High-class magazines have been selected so that ads can be placed in them and the visual media has been utilized to launch and highlight their products. Romeo Beckham was then ten year old featured in the Burberry ads with British models Charlotte Wiggins, Edie Campbell, Alex Dunstan, Cara Delevinge and Max Rendell. The famous photographer Mario Testino photographed the Spring/summer Burberry collection. Felicity Jones and Callum Turner, the British actors and the models Jake Cooper and Jourdan Dunn. The famous teenage actor Emma Watson has also been a part of Burberry collections.
  19. 19. 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” Develop new line Do Nothing/Ignore Or Capitalize the new market •Low brand loyalty •Will move to the next new thing “BUZZ” Develop new line Do Nothing/Ignore Or Capitalize the new market Develop new line Do Nothing/IgnoreOr Capitalize the new market
  20. 20. Conclusion – Aditi
  21. 21. •Competition •Popularity in non- target groups •Not enough stores in small cities. •Expansion of stores 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 W OT
  22. 22. 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

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