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Burberry brand management eng version

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Burberry brand management eng version

  1. 1. Following 04 key themes underpin Burberry strategic agenda, shaping and connecting its global activities
  2. 2. Brand first The business is led by the brand, influencing to all short-term and long-term plan of business strategy. √ Authentic British heritage with rich culture and historical associations √ Craftsmanship, innovation, design and creativity √ Broad global appeal across gender and generations √ Innovative creative content and experiences, supported by digital, social and traditional media
  3. 3. Customer Centric Customer is central to the Company’s activities, Burberry aims to be sector-leading in understanding, engaging and serving its customers, both in online and offline
  4. 4. Famous for product Burberry is committed to the creation of authentic and distinctive products and continuous innovation in design and manufacturing √ Globally recognized iconic products such as British-made Heritage trench coat and cashmere scarf √ Product divisions are Women, Men and Children apparel, Accessories, Fragrance and make up
  5. 5. Productive and Responsible More productive and efficient ways of working are a priority across the organization: √ Committed to sustainable business practices √ A team-orientated approach, empowering a highly connected organization
  6. 6. BRAND MANAGEMENT VIETNAM
  7. 7. TARGET Increase sale revenue Re-positioning Burberry brand in Vietnam market
  8. 8. SWOT ANALYSIS  Brand awareness and brand recognition. Listed in Top 100 Global Brands .  Franchisee’s ability and experience in retail luxury product.  Customer data information  Prestigious achievements of Burberry in the Global market. Strengths
  9. 9. SWOT ANALYSIS  Brand building activities is not frequently  Promotion with high discount influence to brand image  Brand management is not so effective  Customer service is not enough to satisfy customer Weaknesses
  10. 10. SWOT ANALYSIS  Vietnam joined TPP and EVFTA, support to reduce import tax, franchisee has more profit.  Vietnam is a young country, in proportion to Burberry target customer. Following Nielsen report, Vietnam will reach 33 millions of population in middle class in 2020  Influence of Burberry activities to Vietnam customer  Growing speed of internet, e-commerce and digital will have strong effective to communication campaign  Number of Burberry fan in Vietnam Opportunities
  11. 11. SWOT ANALYSIS  New competitors are going and penetrating in Vietnam market  Risky of choosing communication tools and advertising campaign  High cost in brand re-positioning  Old thinking will obstacle the brand re-positioning process  Customer can buy Burberry product during in oversea travel.  A lot of Fake products are appeared in the market  Hand-carry goods also has influences to the business. Threats
  12. 12. Brand Repositioning Strategy will be started from: CHANNEL MIX
  13. 13. CHANNEL MIX - Retail stores - Sale events OFFLINE - Shopping apps in mobile phone - E-commerce website ONLINE
  14. 14. CHANNEL MIX Following 03 current retail stores 1. Rex Arcade 2. Diamond Plaza 3. Tràng Tiền Plaza Checking some elements such as: Number of visitors, Number of buyer and Turnover. To consider can close which store is not effective and open in another location where has more potential. OFFLINE Retail Stores
  15. 15. CHANNEL MIX Suggestion: In-store renovation from product arrangement, counter, poster, decoration and so on.. To increase high visual merchandising toward to customers Specially, input a Internet TV to connect Youtube that will support to present Burberry fashion show direct in-store. Store spacing will have more vivid and interactive. * Using this information to PR Brand image and Sale Activities OFFLINE Retail Stores
  16. 16. CHANNEL MIX OFFLINE Retail Stores Tràng Tiền Plaza
  17. 17. CHANNEL MIX OFFLINE Retail Stores Diamond Plaza
  18. 18. CHANNEL MIX OFFLINE Retail Stores Rex Arcade
  19. 19. CHANNEL MIX OFFLINE Retail Stores London
  20. 20. CHANNEL MIX OFFLINE Retail Stores Atlanta - US
  21. 21. CHANNEL MIX OFFLINE Retail Stores Hàn Quốc
  22. 22. CHANNEL MIX OFFLINE Retail Stores Beirut
  23. 23. CHANNEL MIX OFFLINE Retail Stores Coex Mall Seoul, South Korea's
  24. 24. CHANNEL MIX Suggestion: Always training salesman in skills, products knowledge, brand knowledge, collection, fashion trend to harvest the maximum sale volume. Developing more in-store experiences to Customer. Shopping must have more interesting and attractive information * Using this information to PR Brand image and Sale Activities OFFLINE Retail Stores
  25. 25. CHANNEL MIX High-class shopping is more and more Entertainment and Artistic OFFLINE Retail Stores
  26. 26. CHANNEL MIX Retail Stores Suggestion: Invest a quality assessment system in-store. Basing on the result of assessment that can encourage practicing between all stores. Visitor daily, weekly, monthly report to appraise the store location and sale. * Using this information to PR Brand image and Sale Activities OFFLINE
  27. 27. CHANNEL MIX Sale Events - Single sale promotion for Burberry customer. Should not combine to another brand of Company. Some brand is lower position will made the brand image of Burberry decrease in Customer thinking. - Sale events following special day as Valentine day, Women day, Christmas and New year,… - VIP sale event for new collections * Using this information to PR Brand image and Sale Activities OFFLINE
  28. 28. CHANNEL MIX - Developing Burberry Vietnam Apps for Vietnam market. Updating all products, collection which is sold in Vietnam Burberry Store. - Fully function as product photos with at least two dimensions, payment method, delivery method. (Collect – in Store..) - Apps developing in IOS and Androd system * Using this information to PR Brand image and Sale Activities ONLINE Shopping apps in mobile phone
  29. 29. CHANNEL MIX - Burberry.com developed in 11 languages that is serving in 44 countries - Suggestion to develop Vietnamese version in Vietnam market. * Using this information to PR Brand image and Sale Activities ONLINE Vietnamese version in Burberry.com
  30. 30. CHANNEL MIX Collecting all opportunities to sell from direct to indirect channels, offline to offline channels. Coordinating with Communication Plan and Customer Service to maximum Sale revenue
  31. 31. Improving Channel Mix that is foundation to develop: COMMUNICATION CHANNEL MIX
  32. 32. - Photo & Video campaign - Print Media Ads - Outdoor - Sponsorship & Product Placement - Events OFFLINE - Digital Marketing - Social Media ONLINE COMMUNICATION
  33. 33. COMMUNICATION Event Date Event Title Event Description April Communication Audit Research to brand position, Sale and Service Qualification, - Create the survey - Researching - Analysis the survey and read the result. Leadtime: 8 – 10 weeks Report : Beginning of June April Communication Plan Detail plan in 2016. Adjusting the plan based on the research result above Leadtime: 8 – 10 weeks Report : Middle of June
  34. 34. COMMUNICATION Event Date Event Title Event Description April Stylist Campaign Cooperate with some well-known stylist in Vietnam. Support them to consult style to famous person in fashion and entertainment industries. Using Burberry products - Đinh Thành Long - Châu Đặng - Trần Tiến Đạt (Mì Gói) - Lê Minh Ngọc - Some more
  35. 35. COMMUNICATION Event Date Event Title Event Description April Sponsorship to The Face 2016 Working with The Face Organization to make clear in conditions and benefits of Sponsorship The first time The Face Show is active in Vietnam Competitive to Vietnam Next top Model Finalized in : End of April April Sponsorship to Vietnam Next Top Model 2016 Working with Organization to make clear in conditions and benefits of Sponsorship The hottest Fashion Show in Vietnam Finalized in : End of April
  36. 36. COMMUNICATION Event Date Event Title Event Description May Creative Concept Create detail idea and plan for all activities and campaigns according to Communication Plan Leadtime: 4weeks Report : Beginning of June May Burberry Vietnam Apps Finding a parter to develop and create Burberry Vietnam Apps Requirement: Luxury design, Simple, Easy using. Leadtime: 12weeks Report : Beginning of August
  37. 37. COMMUNICATION Event Date Event Title Event Description June Photo & Video Campaign Using ready Photo and Video from mother brand. Shooting photos for all products what is sold in Vietnam Stores. - Design catalog, indoor ads, outdoor ads, presses, magazines - Updating in Facebook, sale events, and so on Leadtime: 4 weeks Report : Beginning of July • Following the goods input schedule to adjust the plan • Using those photos for all activates whole year
  38. 38. COMMUNICATION Event Date Event Title Event Description June Social Media Collect all events, news, articles from Burberry in the world, fill up the valid news to translate to Vietnamese as well as publishing in Vietnam prestigious press, magazines and Facebook * Action is required to follow up whole year July Print ads Using Photo Campaign to present in high- class publication such as Heritage Fashion – Elle – Bazaar – Men Life * Action is required to follow up whole year
  39. 39. COMMUNICATION Event Date Event Title Event Description August Christmas & New Year Concept Planning for Christmas and New year Sale Event - Decoration - Christmas Photo Campaign - Christmas Promotion Leadtime: 8 weeks Report : Beginning of October September Direct Marketing - Running SEO/Adword with key wods such as Burberry Vietnam, túi xách, thời trang cao cấp, …. - E-Discount Promotion: for who Like/Check-in/Download Apps/Follow trên Facebook. Discount 10% in the order. Leadtime: 03 months Report : Beginning of January
  40. 40. COMMUNICATION Event Date Event Title Event Description September VIP Event Buying Stimulating Program for VIP Customer who has total payment reaching 500 millions VND in 2016. They will be rewarded a free ticket to visit and join Burberry Fashion Show 2017. - 100% costing of travel and accommodation - The result will be published on VIP Event end of year. - Expectation date: Beginning of January Leadtime: 12 - 16 weeks Report : Middle of January * Using this information to PR Brand image and Sale Activities
  41. 41. COMMUNICATION Event Date Event Title Event Description September Burberry Show Following and updating all news related to Burberry Fashion Show in September to PR brand in Vietnam Directly showing the show in-store by Youtube Launching VIP Event to customer. Leadtime: 4weeks Report : Beginning of October October Outdoor Changing all outdoor ads in Shopping malls to refresh customer feeling as well as preparing for Christmas and New year Leadtime: 4weeks Report : Beginning of November
  42. 42. COMMUNICATION Event Date Event Title Event Description October Christmas – New Year Promotion - Special sale events to VIP customer with a time schedule. - Promotion rank depend on total the point that customer has gathered before.. - Reach 100 millions: 10% discount - Reach 200 millions: 20% discount - Reach 300 millions: 30% discount - Drop-in Customer : 05% discount Leadtime: 8 – 10 weeks Report : Beginning of January
  43. 43. COMMUNICATION Event Date Event Title Event Description December Gala Dinner Evaluation - Year-end summation of report and business result - Comparison with the same of period last year - Create a new target and orientation for new year plan Leadtime: 4 weeks Report : Middle of January
  44. 44. COMMUNICATION All activities above are severed to the target: - Increasing Brand Awareness - Increasing Brand Image - Increasing Brand Reputation With long-tern orientation, our integrated marketing campaign always consist of fours stages Communication Audit, Communication Plan, Creative Concept, Implementation and Development. The campaign will employ agents such as photo and video campaign, direct marketing, digital marketing, and so on.
  45. 45. HOẠT ĐỘNG ĐỊNH KỲ THƯỜNG NIÊN COMMUNICATION Q1 Communication Audit Communication Plan Creative Concept Implementation & Development Q3 Q4 Yearly Q2
  46. 46. Customer is central of all business activities, next step is COMMUNICATION CUSTOMER SERVICE CHANNEL MIX
  47. 47. CUSTOMER VALUE MANAGEMENT
  48. 48. CUSTOMER VALUE MANAGEMENT SALE MARKETING SERVICE ANALYSIS COLLABORATIVE
  49. 49. Using CRM software to speed up the relationship with Customer Value. (Even Current Customer or Potential Customer) CUSTOMER VALUE MANAGEMENT
  50. 50. SALE - Person in charge: Salesman - Duty: Gathering customer information during sale process. Encourage customer to apply member of Customer Service Program. √ Fill in Application form √ Like Burberry Page √ Check in at Burberry store √ Download and install Burberry Vietnam apps * Monthly report must send to Marketing Department. CUSTOMER VALUE MANAGEMENT
  51. 51. - Person in charge: Marketing Staff - Duty: Collecting data customer, analysis data customer, making plan to lead customer repeat buying √ Updating new products, new promotions via Mail, SMS and Facebook * Monthly data collection MARKETING CUSTOMER VALUE MANAGEMENT
  52. 52. - Person in charge : Sale/Marketing Staffs - Duty : Serving and caring customer with activities as below: √ Birthday Flower and Card √ Greeting card in Women day, Christmas and New year √ Cold Calling to customer to ask, remind, and introduce new activates, new campaigns * Monthly report SERVICE CUSTOMER VALUE MANAGEMENT
  53. 53. - Person in charge: Marketing Staffs - Duty: Analysis customer information with more and more detail to make clear how is main customer with character, style that will help the develop a right plan for customer service * Monthly data collection, continuously updating and analyzing data customer ANALYSIS CUSTOMER VALUE MANAGEMENT
  54. 54. - Person in charge: Marketing Staff - Duty: Saving and managing Data customer. Creating plan to follow up customers Build the relationship Encouraging to repeat buying * Monthly data collection, continuously updating and analyzing data customer COLLABORATIVE CUSTOMER VALUE MANAGEMENT
  55. 55. BURBERRY CUSTOMER VALUE MANAGEMENT PROGRAM
  56. 56. BURBERRY – CUSTOMER VALUE MANAGEMENT PROGRAM is developed to grateful to customer who loves Burberry brand/products in Vietnam The program has 04 classes for all member √ Standard Class (Buying any items in Burberry Store. Saving points to up- grade Class member) √ Deluxe Class (Saving points equivalent to 100 millions VND. Getting 5% discount in Burberry Vietnam Store) √ Premium Class (Saving points equivalent to 300 millions VND. Getting 7% discount in Burberry Vietnam Store) √ Titan Class (Saving points equivalent to 500 millions VND. Getting 10% discount in Burberry Vietnam Store) CUSTOMER VALUE MANAGEMENT
  57. 57. Other Benefits:  Participating Sale events for Customer Value Only  Participating year-end Gala dinner and VIP Event for Deluxe Class Member and above  Derlivery service with same staff in Burberry uniform and car for Premium Class Member and above  Ticket to join Burberry Fashion Show in London for Titan Class Member  Getting 20% discount more in Customer birthday CUSTOMER VALUE MANAGEMENT
  58. 58. Burberry Brand Management Plan must be execute with three operations to support together CHANNEL MIX COMMUNICATION CUSTOMER SERVICE
  59. 59. BRAND MANAGEMENT The plan is created according to searching data and information in Internet. To deploy in reality, must re-check and fit it based on real situation KPI Developing for Sale Target and Brand Position Budget forecast for Brand Management Plan
  60. 60. Silvia Van 9silviavan@gmail.com 0939.11.09.87

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