The document summarizes a study on the Burberry brand. It provides background on Burberry's founding in 1856 and expansion. It discusses Burberry's marketing using the 4 P's framework and analyzes their strengths, weaknesses, opportunities and threats. The document also reviews Burberry's competitors and includes a field visit report. It identifies counterfeit products as a problem and research problem. The methodology section outlines an exploratory research design to study consumer preferences towards luxury brand counterfeits in India. Key findings are that age and gender influence product attributes consumers seek in authentic versus counterfeit luxury products.

1. A study on the brand by Shaunessa Nongrum,
Saumakshi Mahana and Kanav Kapoor.

2. Thomas Burberry, an English men's
outfitter, founded Burberry in 1856.
Opened first store in 1912,
at Basingstoke, Hampshire,
England.

4. 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.

5. 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

6. COMPETITORS

7. 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

8. 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)

9. 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.

10. 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.

11. 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.

12. 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.

13. • 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

14. • 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].