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Burberry: A Study on the Brand

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The presentation talks about the luxury brand Burberry

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Burberry: A Study on the Brand

  1. 1. A study on the brand by Shaunessa Nongrum, Saumakshi Mahana and Kanav Kapoor.
  2. 2. Thomas Burberry, an English men's outfitter, founded Burberry in 1856. Opened first store in 1912, at Basingstoke, Hampshire, England.
  3. 3. The Four P’s 1. Price 2. Place 3.Product 4. Promotion Uses competition pricing. Owns 475 stores in 48 countries. Has an assorted array of products for men, women and children. Promotions through advertisments, mobile apps and social media.
  4. 4. SWOT Analysis Weaknesses  Poorly promoted  Less diversity Opportunities  Could open more stores  Better promotions Threats  Prices  Diffusion lines Strengths  Well established brand  India’s biggest fashion house
  5. 5. COMPETITORS
  6. 6. Field Visit to the Burberry store at DLF Emporio,New Delhi Problem Statement • Counterfeit Products • Decrease of customers due to the online store • Swaying away from it’s signature designs. Research Problem The Rise of Counterfeit Products
  7. 7. Counterfeit Products Consumer and Consumer Behavior (Williams,T. 2008) Counterfeit Products (Mathews,A. 2007) Knowledge Gap: Counterfeit products have proved to cause a nuisance to Burberry as well.. Literature Review Brands and Luxury Brands (Kothar,N. 2003) Effects of Counterfeit Products (Banerjee,S. 2010)
  8. 8. Research Methodology → Research Objective: Consumer’s preference towards counterfeits of luxury brands, especially Burberry in India. Research Design: Exploratory Data Collection Methods: Primary and Secondary Sources Data Collection Tools:  Primary- Questionnaires and interviews. • Secondary- Online journals, articles, magazines and books. Sample Design Sample Frame: Consumers preferring luxury products Sample Unit: Consumers in Delhi Sample Size: 100 Respondents →Method of Sampling: The method of sampling is Stratified Random Sampling →Sample: Consumers preferring luxury products in Delhi between age group of 18 years to 50 years →Data analysis: Annova, Chi Square and Mean.
  9. 9. Data Analysis A majority of the respondents belong to the 20-25 years age group.Most of the respondents are female.A vast number of the respondents were single.
  10. 10. All the respondents are able to distinguish a fake product from a real one only sometimes. 20-25 years age group: most satisfied with Price, Quality and Variety 26-30 years age group: Most satisfied with exclusiveness 31-30 years age: Most satisfied with Burberry's services.
  11. 11. CONCLUSION → The respondents of age groups 26-30 and 31-35 purchase fakes if the country of the product origin is high because they feel that the product is of good quality. → Male and female respondents as well as single and married ones buy premium branded products because the prices are comparatively lower than luxury brands. → All respondents are neutral when it comes to buying fake products because they believe that they can get satisfaction from both fake and authentic products. Recommendation Based on the findings, strong legal actions can prevent the counterfeit market from growing.
  12. 12. • Burberryplc.com (2015). Company History [online] Available at: http://www.burberryplc.com/about_burberry/company_history [Accessed 29 Jan. 2015]. • EAT LOVE SAVOR, (2012). The History, Heritage and Commitment of the Luxury Brand, Burberry EAT LOVE SAVOR Luxury. [online] Available at: http://www.eatlovesavor.com/the-history-heritage-and-quality- of-the-luxury-brand-burberry/ [Accessed 29 Jan. 2015]. • Mail Online, (2015). Burberry's shaken off its ‘chav’ image to become the fashionistas' favourite. [online] Available at: http://www.dailymail.co.uk/femail/article-1023460/Burberrys- shaken-chav-image-fashionistas-favourite-more.html [Accessed 29 Jan. 2015] References
  13. 13. • Gucci.com,(2015).Gucci - about Gucci. [online] Available at: http://www.gucci.com/us/about/show [Accessed 5 Feb. 2015]. • Ukessays.com, (2015). Burberrys Market Position And Its Competitors Marketing Essay. [online] Available at: http://www.ukessays.com/essays/marketing/burberrys- market-position-and-its-competitors-marketing-essay.php [Accessed 29 Jan. 2015]. • Biography.com, (2015). [online] Available at: http://www.biography.com/people/louis-vuitton- 17112264#synopsis [Accessed 5 Feb. 2015].

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