Brand And Burberry Essay

Brand and Burberry Essay
1. Executive Summary
Burberry, founded in 1856, is a leading international luxury brand. Burberry designs, manufactures
and licenses apparel and accessories for distribution through its own stores and network of prestige
retailers worldwide. In early 1998, the new management team at Burberry set out its strategy to
reposition and revitalise the brand, which resulted in significantly improved results and strengthened
the base to build the business. With continuous growth since last five years, Burberry has faced new
challenges of brand sustainability and positioning in a volatile industry (fashion) where customer
behaviour is unpredictable. Thus, it requires a strategy that lays foundations for long–term growth
and addresses the issues ... Show more content on Helpwriting.net ...
3. Competitive advantage: Another key criterion is that of competitive advantage. Fashion industry
is highly competitive and Burberry is facing competition from all brands i.e. from lower end to
higher end, and from lifestyle to fashion. Therefore, maintaining competitive edge in this market is
very important and hence, we would take this factor into account in reaching the final
recommendation.
4. Market growth: Repositioning and revival of the brand has led the company to the fast growing
path and Burberry would like to continue it in future. Business strategy adopted by Burberry at this
stage would have long–term impact on its growth. Therefore, market growth becomes an important
criterion for basing any recommendation.
5. Ease of Business: Entrepreneurs always try to bring simplicity in their processes and business.
Accomplishment of different strategies requires different level of efforts. Therefore, we will
evaluate our alternatives on the dimensions of efforts.
Maintenance of the brand image is always the fore most important factor for the luxury brands in
order to sustain in the market. is very critical. Therefore, of all the criteria mentioned above, we
have determined the brand image is the most important criterion on which we will base our
recommendation.
4. Situational Analysis (refer Appendix A for SWOT analysis of Burberry)
Since last five years,
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Marketing and Financial Markets
2012 edition
Pride & Ferrell
William M. Pride
Texas A & M University
O. C. Ferrell
Univesity of New Mexico
brief contents
Part 1: Marketing Strategy and Customer relationships
1
1. An overview of Strategic Marketing. 2
2. Planning, implementing, and Controlling Marketing Strategies 30
Part 2: environmental Forces and Social and ethical responsibilities
61
3. the Marketing environment 62
4. Social Responsibility and ethics in Marketing 92
©
Part 3: Using information, Technology, and Target Market Analysis 127
5. Marketing Research and information Systems 128
6. target Markets: Segmentation, evaluation, and Positioning 158
Part 4: Customer Behavior 191
7. Consumer Buying Behavior 192
8. Business ... Show more content on Helpwriting.net ...
35

Managerial Authority 37
Summary 37
Important Terms 38
Discussion and Review Questions 39
Application Questions 40
Internet Exercise 41
Developing Your Marketing Plan 42
Video Case 2.1 Method Cleans Up the Home Care Industry Using
Green Marketing 44
Case 2.2 Danone Focuses on Health Nutrition 45
Strategic Case 1 FedEx Packages Marketing for Overnight Success
45
Summary 105
Important Terms 106
Discussion and Review Questions 107
Application Questions 108
Internet Exercise 109
Developing Your Marketing Plan 110
globalEDGE

Lack of Style Essay
As I open my eyes to the world around me, I am blinded by the misery and the despair of people. I
am subjected to seeing the lack of style exhibited. It is sinful to identify expensive blasé attire
purchased for brand names that are nothing short of atrocious. In defense to this calamity, I can
bring the world an extensive fashion insight, a view not a single person has tackled before.
Combined textures, fabrics, and designs, undiscovered brands, form fitting and flattering attire. I can
make appearances at modern and splendor fashion shows. Tying in the styles exhibited into
everyday wear; combined with taste and sophistication. I can reveal different fashions for different
personalities, and help people uncover their inner–character. I ... Show more content on
Helpwriting.net ...
As opposed to focusing on Hollywood's superstars, it would be fascinating to intensify ordinary
people with an eye for fashion and to dissect remarkable lifestyles. Interviewing random people
about their flamboyance would draw attention to current trends. "Wearing a black pinstripe blazer, a
dazzling white camisole, distinctive chandeliers, embellished, distressed jeans, and iridescent,
contrasting red pumps illuminate her style and she reaches the casual yet intriguing look she is
going for." Initiating the spirits of the audience, each will visualize the capturing approach they
should be using to articulate themselves.
Rather than hearing about the customary, expensive stores, ordinary people are dying to learn about
the hidden boutique around the corner with killer shoes, phenomenal handbags, and bargain prices. I
would introduce the public to the wonderful world of shopping... and splurging. From malls and
Rodeo Drive to outlet stores and factories, an ideal mixture of cost and efficiency would be
established. This ought to perfect the closets of the magazine consumers.
Maintaining dreams and interests, I would cooperate with and take note of the popular designer
brands like Bella Freud, Christina Dior, Chanel, Giorgio Armani, Versace, and Vera Wang. Seizing
astonishing finesse, fashion shows would be a must for my articles, reporting the latest designer
endeavors. Here, our target

Exploring Corporate Strategy
ECS8C_C01.qxd 22/10/2007 11:54 Page 597 CASE STUDIES ECS8C_C01.qxd 22/10/2007
11:54 Page 598 ECS8C_C01.qxd 22/10/2007 11:54 Page 599 Guide to using the case studies The
main text of this book includes 87 short illustrations and 15 case examples which have been chosen
to enlarge specific issues in the text and/or provide practical examples of how business and public
sector organisations are managing strategic issues. The case studies which follow allow the reader to
extend this linking of theory and practice further by analysing the strategic issues of specific
organisations in much greater depth – and often providing 'solutions' to some of the problems or
difficulties identified in the case. There ... Show more content on Helpwriting.net ...
Pharmaceutical Industry – global forces at work in the ethical pharmaceutical industry. TUI –
competitive forces in the travel industry. HiFi – how can small players survive changing markets?
Amazon (B) – latest developments in a successful dot.com. Formula One – developing the
capabilities for competitive success in a hi–tech industry. Manchester United – clash of expectations
in the football world. Salvation Army – strategic challenges for a global not–for–profit organisation
with a mission. Bayer MS –

Marketing Report for L'Oreal
Introduction L'Oreal is a cosmetic company, which makes some of the world's biggest beauty
products. L'Oreal's success story begins in 1907. It has been the market leader in the cosmetics and
toiletries market since 2001 (Euromonitor 2005). Their products are sold in about one hundred and
thirty countries worldwide. L'Oreal is divided into four categories – consumer products,
professional products, luxury products, active cosmetics. They mainly focus on skin care, make–up,
hair care and fragrance. L'Oreal includes some important brands such as Lancôme Paris, Garnier,
Mabelline, Softsheen Carson, Matrix, and Biotherm. L'Oreal invests heavily into its research and
development which gives them competitive advantage over its competitors. ... Show more content
on Helpwriting.net ...
L'Oreal invests heavily into its research and development to satisfy its changing consumer demands
and lifestyle. L'Oreal has to watch out for new sector entrant such as Playboy as they are launching
a cosmetics range. (Brand Strategy, 2005). • Economies of scale: L'Oreal takes advantage of
economies of scale by focusing on its original area of expertise, cosmetics and by concentrating on a
limited number brands. It gains economies of scale in production, packaging and advertising
(www.loreal.com) Competitive Rivalry L'Oreal competitors have considerable power and they are
as follows: (Datamonitor, 2005) Avon Products Inc. Kao Corporation Revlon Inc. The Estee Lauder
Companies Inc. Shiseido Company Limited Procter & Gamble P&G has merged with Gillette which
poses a threat to L'Oreal as they do not have the strong market share in the men's product
(Euromonitor, 2005) Threat of Substitution The threat of substitution for L'Oreal is medium.
Product for product substitution: Instead of buying cosmetics from L'Oreal consumers could buy
organic beauty products because they will get the same service but in a healthier way. Also some
people prefer to have permanent make up, they could opt for cosmetic surgery or plastic surgery.
Boston Matrix of L'Oreal and its competitors Star position One of the top competitors of L'Oreal is
Procter and Gamble. In the BCG matrix it is placed in the "star position" because

Primark
Primark Case Study
Contents:
1: Exclusive Summary
2: Brand Introduction
3: Task 1: Target Market
4: Task 2: Environmental Analysis
5: Task 3: Growth Strategies With Respect To
6: Task 5: Poster Design For Advertising Campaign
7: Task 7: Ethics
8: Appendix
9: Reference
Exclusive Summary:
This marketing report will provide an integrated marketing campaign for Primark to expand its
businesses to Boston, the USA, and Milan, Italy. It will use relevant marketing theories and
strategies, which may help Primark to reposition itself to be more competitive and successfully
access the new markets.
Introduction:
Primark, which was founded in Ireland in June 1969, is a subsidiary of Associated British Foods. It
has nearly 300 stores ... Show more content on Helpwriting.net ...
However, because of the increasing Value Added Tax in the UK (VAT rate rose from 17.5% to 20%
in 2011), it is more difficult for Primark to keep its low price for customers (BBC News, 2011). In
addition, Primark is one of Cambodia's biggest buyers. Because of worker demonstrations in
Cambodia, Primark had to raise the minimum wage for clothes made, which will also increase its
cost of production (Brignall, 2014). Moreover, In America (Primark's target market), labors also
demanded that their minimum wage should be raised (McCarthy, 2016), which may increase
Primark's labor costs.
Economic factors: Because of the Eurozone crisis , people in Europe have less disposable money to
spend on shopping. However, Primark can attract these customers who move from the up–market to
the down–market in terms of its low price (Guardian, 2016). Moreover, recently, youth
unemployment rate in most of the Europe countries are still high, especially in Spain, Primark's
large market in Europe (The figure of Youth unemployment rate in EU is showed in Appendix 4),
which may reduce Primark's revenue from 20 to 30 year olds (McCarthy, 2015).

Social factors: People's lifestyle is changing. In recent years, more and more people prefer to shop
online. Mintel (2015) demonstrated that approximately 70% of Americans would shop online
regularly, especially in the 20–34 age group. In addition, recently,

Swot Analysis of Burberry
Burberry Group plc (BRBY) – Financial and Strategic SWOT Analysis Review
Summary
Burberry Group plc (Burberry) is into the global luxury sector. It works in the designing, marketing
and sourcing of outerwear, women's wear, men's wear, non–apparel and children's wear categories.
It distributes through a diversified network of retail, wholesale and licensing channels worldwide.
The company operates its business in three ways by region, by product and by channel. Burberry
distributes its products in Europe, Spain, Americas and Asia Pacific through retail and wholesale
channels and with selective license arrangements. In addition, it licenses third parties to
manufacture and distribute products using the Burberry trademarks. It categorizes ... Show more
content on Helpwriting.net ...
Gain key insights into the company for academic or business research.
Key elements such as SWOT analysis, corporate strategy and financial ratios and charts are
incorporated in the profile to assist your academic or business research needs.
Burberry Swot
Strengths
Burberry is uniquely positioned as a classic British apparel brand with high global brand awareness
to capture the globalization of consumer demand. Its distinctive luxury brand with international
recognition and broad appeal. The company's outlook for the accessible luxury goods industry
remains positive from both a geographic and product point of view. Burberry had become positively
hip and popular among a younger demographic. It has a unique history and positioning as the
authentic British lifestyle brand and highly successful merchandising and marketing strategy across
both appeal and accessories. In 2000 Burberry's total sales were 225.7 million and by 2003 sales had
went up to 593.6 million.
Weaknesses
When Burberry brand became licensed across a range of categories, the price,design,and quality of
products were not being looked at anymore. In Asia, wholesalers sold the products to unauthorized
distributors, who then sold the products at prices, channels, and locations without respect to the
brand image and because of that Burberry started to

Philip Green
Group paper assignment on Philip Green
346SAM Exploring Entrepreneurship
Group Members: Adriana Costescu, Devika Srivastava, Kosusol Choudhury, Mohsin Araf Word
Count: 3220
Deadline: 13th of March
Introduction
'Philip Green is one of the most controversial and colourful businessmen in Britain. A little over a
decade ago he was a tag – trader, a mere millionaire and barely known. Today he is worth over £4.5
billion and is estimated to be Britain's fifth richest person.' (Lansley and Forrester, 2005) In this
group essay, we will discuss how Philip Green became such a successful entrepreneur by analysing
four themes. These themes will include the characteristics of the man himself as well ... Show more
content on Helpwriting.net ...
Kate Phelan, who is a creative director of the Topshop brand recalled of the moment during the run
up of a store opening in Las Vegas where he visited. Quoted in an online BBC article she said 'He
walked into the store and was picking up the rails and moving them around and saying 'I want this
here ' and 'we need more dresses up front ' – physically pulling the rails and the stock around. It
shows incredible passion and an incredible astuteness – and he was right.'
Strong–willed
Philip Green became a successful entrepreneur as he started with a dream to make money from an
early age. He acted on his dream by taking small steps in order to achieve his ultimate goal. Every
step Green took, he got closer to attaining his ultimate dream of earning lots of money. Every step
he took in order to achieve his dream went well. Unfortunately, nothing worth fighting for is going
to be easy to get. In 2004, Philip Green made three attempts to take over Marks & Spencer but
was rejected on all three occasions. At the time chief executive of Marks and Spencer and his rival
Sir Stuart Rose, was impressed by Philip Green. Quoted in an online BBC article: 'Philip is not only
a first–class retailer, he is absolutely pre–eminent in his generation in terms of his financial nous and
ability.'
Only a successful entrepreneur like Philip Green could only make it past difficult times by being

A Rhetorical Analysis Of The Giorgio Armani Code
Giorgio Armani is an Italian fashion house that manufactures and designs haute couture. Such
luxurious and high fashions are visibly seen through their advertisements such as their "Armani
Code" fragrance. In the Giorgio Armani ad, audiences can see the similarity in the different
fragrance ads for men and women such as the same models but in different positions. However, one
could see the difference in choice of audiences by closely analyzing the visual and rhetorical
appeals. Both the Giorgio Armani advertisements, "Armani Code" for men and "Armani Code" for
women look very similar in retrospect due to the intimate and sexual appeal they exude. However,
by analyzing visual and rhetorical appeals, one could clearly see the distinct difference in choice of
audiences despite selling the same product which is the fragrance. The fragrance for women aims to
sell their product to adult females in the middle and upper class. The fragrance for men however,
directs their ad towards adult males in the middle and upper ... Show more content on
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In both the advertisements, there are two models, a man and a woman (Megan Fox). The models are
both dressed up in formal attire with the man in a black tuxedo and the woman in a sexy black dress
with a revealing back. Both of the ads include the models' bodies facing each other at an intimate
distance. This image displays a certain sex appeal which helps to connect the fragrance, "Armani
Code," to the idea of sexiness. The women's fragrance ad shows the woman staring confidently at
camera as a man is gazing towards her body touching her arm. This depicts the woman being
desired. The men's fragrance does the same with the man staring at the camera and the woman being
entranced by the man. The two advertisements are marketed towards different sexes and use the
main figure as the sexual object to be

Case Study On Niche Fragrances
4.2.4 OTHER INTERESTING BRANDS
4.2.4.1 Atelier Cologne
Atelier Cologne aims to positionate itself as the leader of the niche fragrances not only in China but
worldwide by opening new boutiques in target cities like Hong Kong, Seoul, Shanghai and Dubai in
emerging markets and London, Cannes, Paris, NY, L.Aand San Francisco.Also, the development of
travel retail, online selling and new product development are key for their growth plans. (Premium
Beauty News, 2015)
The sales percentage by country in 2014 is of (Premium Beauty News, 2015):
–France 15%
–Rest of Europe 20%
–US & Canada 35%
–Asia 14% (main China)
–Middle East 10%
–Online 6%
Product Assortment (See Appendix 24)
–Core products: perfumes divided by collections. –Complimentary products: soap, body lotion,
shower gel and ... Show more content on Helpwriting.net ...
Those decisions will be necessary in order to promote sets and kits and a renovation of the retail
network for future growth strategies.
Valentino fragrances will have to dig into Valentino Garavani brand's DNA and meanings to take
advantage of the designer's worldwide brand awareness and develop the best product or products.
Brand upgradings by product development are always slow and have to be cohesive with the
company history and product portfolio (Hermès case), as a fast change can be confusing for actual
and potential consumers.
05 DISCUSSION
In the discussion part the strategy that has Although limitations are clear, as there is to be used will
be developed, with special no budget available or perfumer abilities, the emphasis to the product
and the other whole marketing strategy will be explained in characteristics of the marketing mix.
detail.

Valentino Uomo Noire Edition Source: Mirror Reality

The Communication of Window Displays
The Communication of Window Display Armani Exchange
Word count: 1240
'Windows reveal the soul of the store' (Portas, 1999: 41). Every store has its own concept that
characterizes each display, varying from theatre, drama or in the case of Armani Exchange
minimalism. Well–dressed windows are undoubtedly, a dynamic form of advertising for products
reflecting the stores' brand image. This essay seeks to evaluate how A|X Armani Exchange's
window displays communicate to spectators with the use of various resources. Armani Exchange is
one of the sub–brands under the parental brand of Giorgio Armani. The use of colour, lighting, props
and graphics can capture interest, indicating the foundation of any decent display whose aim is ...
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However silver and gold details on the garments complement the black shades, making the pieces
more youthful. A downside of open windows is that high–priced items showcased can be tampered
if somebody wishes to feel the fabric, so they are trickier to dress. Besides that another negative
aspect is that windows are not as creative since there are fewer props. Hence there is no story to tell.
Silhouettes are simple yet authoritative and influential.
Effective windows can 'seduce' (Portas, 2007: 54) you to purchase something you did not intend to.
Buying even a small item, one satisfies a need, a want to feel more contented and self–confident.
Also, what you wear is what defines you, reflecting your personality– as implied by Berger (1972).
Windows can sway someone into investing in a garment that will make them enviable and
glamorous at the same time. 'The power to spent money is the power to live' (Berger, 1972: 143),
implying that each person interprets the world differently– the same applies in window displays.
Armani Exchange has a very clean approach of "less is more" by not overloading its windows
together with being "strong and simple" emphasizing the brand's power (http://ezinearticles.com,
2010). Furthermore, by following the "fresh is best" principle in accordance with Berger (1972),
they renew their displays every week thus regular customers find new stock in every visit. Still
though, A|X receives deliveries every 3–4 days so that monotony is avoided. For

Brand And Burberry Essay

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Brand And Burberry Essay