The document outlines Burberry's brand management plan for Vietnam with the goals of increasing sales revenue and repositioning the Burberry brand. It analyzes Burberry's strengths, such as brand awareness, and weaknesses, such as ineffective brand management. The plan proposes improving the channel mix between offline retail stores and online channels. It also details an integrated communication plan involving various offline and online activities. Finally, it discusses implementing a customer value management program to build customer loyalty through membership tiers offering various discounts and benefits. The overall brand management plan aims to leverage the channel mix, communication, and customer service strategies together to support the goals of growing sales and strengthening Burberry's brand position in Vietnam.
Describe Burberry business Model with the brand management highlights based on the paper "The Burberry business model: creating an international luxury fashion brand by:Christopher M. Moore and Grete Birtwistle"
Burberry - Brand identity and artification analysisAda Di Matteo
The brand identity analysis is carried out by means of Kapferer's Brand Identity Prism. As many other luxury brands, Burberry is engaged in a process of artification (transformation of non-art into art). An analysis of the brand's art initiatives follows.
Describe Burberry business Model with the brand management highlights based on the paper "The Burberry business model: creating an international luxury fashion brand by:Christopher M. Moore and Grete Birtwistle"
Burberry - Brand identity and artification analysisAda Di Matteo
The brand identity analysis is carried out by means of Kapferer's Brand Identity Prism. As many other luxury brands, Burberry is engaged in a process of artification (transformation of non-art into art). An analysis of the brand's art initiatives follows.
Group Branding Project
Members names on Cover page
Year 2 of BA(Hons) Degree Fashion Media & Industries Course (Fashion Marketing and Management Specialism) LASALLE College of the Arts
Chic, modern and Danish, VERO MODA is all about rebooting your wardrobe with fresh basics and suped-up tailoring.Try out muted tones and relaxed pieces with a signature Scandi-cool vibe – we heart the fun prints, fuzzy knits and textured outerwear.
This is a presentation that i created for my Fashion Buying class at Ryerson University.
The goal was to forecast spring summer 2012 trends and buy an assortment of clothing based on that trend.
Marketing and merchandising ideas were also discussed.
Group Branding Project
Members names on Cover page
Year 2 of BA(Hons) Degree Fashion Media & Industries Course (Fashion Marketing and Management Specialism) LASALLE College of the Arts
Chic, modern and Danish, VERO MODA is all about rebooting your wardrobe with fresh basics and suped-up tailoring.Try out muted tones and relaxed pieces with a signature Scandi-cool vibe – we heart the fun prints, fuzzy knits and textured outerwear.
This is a presentation that i created for my Fashion Buying class at Ryerson University.
The goal was to forecast spring summer 2012 trends and buy an assortment of clothing based on that trend.
Marketing and merchandising ideas were also discussed.
This case entitled “Burberry” by Youngme Moon presents the scenario a British luxury goods company “Burberry” under the leadership of Rose Marie Bravo, the new CEO of the company, who completely transformed the company with a battered, rustic brand into a classic yet contemporary brand. Burberry is one of the oldest fashion businesses of the world, founded in 1856 by Thomas Burberry. During this period of almost 150 years, Burberry provided many remarkable products, the most notable being the gabardine-made trench coats, that it invented and the classic iconic “Burberry Check”, the camel, black, red and white plaid design that became its identity. In this period, the company saw many highs (extreme popularity) serving the Royal customers, celebrities, politicians as its clientele but as it approached the late 1990s, it started getting tapped in its own old-fashioned products and thus, its brand value greatly diluted due to parallel trading, counterfeits and lose control over its distribution channel. But as Rose Marie Bravo joined the team, she completely revamped the company’s brand equity, product line, and distribution system and gave a new life to the company. The result was the company sales rose from £225 million in FY 2000 to £594 million in FY 2003.
PLEASE HIT LIKE IF THE ABOVE PRESENTATION IS HELPFUL ! :)
The presentation proposes a new idea for a Zara line extension: Zara for women, a line designed for real women that embraces various body shapes.
The project was done by combining marketing and buying behavior information. Keep in mind that this is a fictitious line. However, actual data about the company and the industry were used to design the marketing plan.
The Challenge of the increase demand for luxury brand from Chinese marketJing Huang
In 2011, I was studying MA Fashion Promotion ( direction: Brand Management ) while I was working in Christian Dior in Birmingham. There are some exclusive insight I have gained and caputrued from industry.
This was one piece work I have done during the period.
Fashion PR Agencies London - Fashion Mode - fashionmode.co.ukfashionmode1
The Fashion Mode sales team is professional and dedicated with experience of both UK and international retail markets. Responsive to the fast-moving industry we use the latest fashion forecasting services to keep abreast of trends and industry developments and are pro-active in constantly adding new retailers to our vast network of premium menswear, women wear and accessory accounts. Website: http://fashionmode.co.uk
Building Effective Blogger Relationships: A 12 Month Plansixtwo digital
Bloggers can offer statistics that journalists and traditional media can't - page views, unique visitors, reach for Facebook posts, YouTube views and more. Not only that, but they can offer them at different stages over a 12 month period, once the content is 'evergreen'. But not many brands are looking for right statistics.
This presentation shows travel brands how to build the perfect brand-blogger relationship, from the stages of finding the right bloggers to work with, to 12 months after the blogger has used a brand's product/stayed in their property/visited a destination.
The presentation includes:
- How to find the right bloggers
- How to show ROI up to 12 months after collaborating
- How to make sure bloggers share content the right way on the different social channels
- How to track reach across different social channels - Google Plus, Instagram, Facebook, Twitter, Blog
- How to decipher whether a brand-blogger relationship should be a once-off collaboration or a longer one
- How to be innovative with bloggers
- Much more...
Ppt on fashion consultancy and designer management agenciesAditya Singh
This presentation explains the need of a brand management company for designers and buyers. And gives an insight into the relationship between buyers and designers , hurdles in the work flow and what to do to overcome them.
In The Bag PR Coverage Book | June 2015In The Bag PR
In The Bag PR is an independent, Dorset based communications agency that specialises in PR, Marketing and Social Media.
We deliver excellent results and consistently place our clients in front of new audiences spanning print, online, social and broadcast media.
Foreign-exchange movements have dictated luxury-goods makers’ share-price performance this year. Euro-reporting peers, reliant on a weaker euro, largely performed best.
Chisolm Hunter asked me to look at their current online retail offering and provide some background as to how I would look at campaign management with them - these slides show my approach but also highlight the challenges they face to drive the online offering forward.
Hello,
My name is Đặng Thế Kỳ Lâm. With more than 8 years experience in Advertising & Marketing field. I has collected the wide-range experience from Agency side (ATL to BTL) and client side (Health and Beauty industry)
For any opportunity, feel free to connect me via email: dangthekylam@gmail.com
A digital marketing project strategy is a plan that outlines how a business will use digital marketing channels to achieve its marketing goals. The strategy should be specific, measurable, achievable, relevant, and time-bound (SMART). It should also take into account the target audience, the competitive landscape, and the budget.
The following are the key components of a digital marketing project strategy:
Goals: What are the specific goals that the business wants to achieve with digital marketing? These goals could include increasing website traffic, generating leads, or driving sales.
Target audience: Who is the business trying to reach with its digital marketing efforts? This audience should be defined in terms of demographics, psychographics, and behavior.
Competitive landscape: What are the other businesses that are competing for the same audience? What are their strengths and weaknesses?
Budget: How much money is the business willing to spend on digital marketing?
Channels: Which digital marketing channels will the business use? These channels could include search engine optimization (SEO), social media marketing, email marketing, or pay-per-click (PPC) advertising.
Tactics: What specific tactics will the business use to reach its target audience and achieve its goals? These tactics could include creating content, running ads, or engaging with social media users.
Metrics: How will the business measure the success of its digital marketing efforts? These metrics could include website traffic, leads generated, or sales made.
A digital marketing project strategy is an essential tool for any business that wants to succeed in the digital age. By carefully planning its digital marketing efforts, a business can increase its visibility, reach more customers, and grow its bottom line.
Here are some additional tips for creating a successful digital marketing project strategy:
Set realistic goals. Don't set goals that are too ambitious or too easy to achieve. Your goals should be specific, measurable, achievable, relevant, and time-bound.
Be flexible. The digital marketing landscape is constantly changing, so your strategy should be flexible enough to adapt to new trends and technologies.
Track your results. It's important to track the results of your digital marketing efforts so you can see what's working and what's not. This information will help you make necessary adjustments to your strategy.
Get help from experts. If you're not sure how to create a digital marketing project strategy, there are plenty of experts who can help. A good digital marketing agency can help you develop a strategy that's tailored to your specific needs.
By following these tips, you can create a digital marketing project strategy that will help you achieve your marketing goals.
“To be integrated is to feel secure, to feel connected.” The views and experi...AJHSSR Journal
ABSTRACT: Although a significant amount of literature exists on Morocco's migration policies and their
successes and failures since their implementation in 2014, there is limited research on the integration of subSaharan African children into schools. This paperis part of a Ph.D. research project that aims to fill this gap. It
reports the main findings of a study conducted with migrant children enrolled in two public schools in Rabat,
Morocco, exploring how integration is defined by the children themselves and identifying the obstacles that they
have encountered thus far. The following paper uses an inductive approach and primarily focuses on the
relationships of children with their teachers and peers as a key aspect of integration for students with a migration
background. The study has led to several crucial findings. It emphasizes the significance of speaking Colloquial
Moroccan Arabic (Darija) and being part of a community for effective integration. Moreover, it reveals that the
use of Modern Standard Arabic as the language of instruction in schools is a source of frustration for students,
indicating the need for language policy reform. The study underlines the importanceof considering the
children‟s agency when being integrated into mainstream public schools.
.
KEYWORDS: migration, education, integration, sub-Saharan African children, public school
Your Path to YouTube Stardom Starts HereSocioCosmos
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Sociocosmos helps you gain Reddit followers quickly and easily. Build your community and expand your influence.
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Unlock TikTok Success with Sociocosmos..SocioCosmos
Discover how Sociocosmos can boost your TikTok presence with real followers and engagement. Achieve your social media goals today!
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Multilingual SEO Services | Multilingual Keyword Research | Filosemadisonsmith478075
Multilingual SEO services are essential for businesses aiming to expand their global presence. They involve optimizing a website for search engines in multiple languages, enhancing visibility, and reaching diverse audiences. Filose offers comprehensive multilingual SEO services designed to help businesses optimize their websites for search engines in various languages, enhancing their global reach and market presence. These services ensure that your content is not only translated but also culturally and contextually adapted to resonate with local audiences.
Visit us at -https://www.filose.com/
Buy Pinterest Followers, Reactions & Repins Go Viral on Pinterest with Socio...SocioCosmos
Get more Pinterest followers, reactions, and repins with Sociocosmos, the leading platform to buy all kinds of Pinterest presence. Boost your profile and reach a wider audience.
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Enhance your social media strategy with the best digital marketing agency in Kolkata. This PPT covers 7 essential tips for effective social media marketing, offering practical advice and actionable insights to help you boost engagement, reach your target audience, and grow your online presence.
Surat Digital Marketing School is created to offer a complete course that is specifically designed as per the current industry trends. Years of experience has helped us identify and understand the graduate-employee skills gap in the industry. At our school, we keep up with the pace of the industry and impart a holistic education that encompasses all the latest concepts of the Digital world so that our graduates can effortlessly integrate into the assigned roles.
This is the place where you become a Digital Marketing Expert.
Improving Workplace Safety Performance in Malaysian SMEs: The Role of Safety ...AJHSSR Journal
ABSTRACT: In the Malaysian context, small and medium enterprises (SMEs) experience a significant
burden of workplace accidents. A consensus among scholars attributes a substantial portion of these incidents to
human factors, particularly unsafe behaviors. This study, conducted in Malaysia's northern region, specifically
targeted Safety and Health/Human Resource professionals within the manufacturing sector of SMEs. We
gathered a robust dataset comprising 107 responses through a meticulously designed self-administered
questionnaire. Employing advanced partial least squares-structural equation modeling (PLS-SEM) techniques
with SmartPLS 3.2.9, we rigorously analyzed the data to scrutinize the intricate relationship between safety
behavior and safety performance. The research findings unequivocally underscore the palpable and
consequential impact of safety behavior variables, namely safety compliance and safety participation, on
improving safety performance indicators such as accidents, injuries, and property damages. These results
strongly validate research hypotheses. Consequently, this study highlights the pivotal significance of cultivating
safety behavior among employees, particularly in resource-constrained SME settings, as an essential step toward
enhancing workplace safety performance.
KEYWORDS :Safety compliance, safety participation, safety performance, SME
2. Following 04 key themes underpin Burberry strategic agenda,
shaping and connecting its global activities
3. 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
4. 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
5. 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
6. 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
9. 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
10. 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
11. 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
12. 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
14. CHANNEL MIX
- Retail stores
- Sale events
OFFLINE
- Shopping apps in
mobile phone
- E-commerce website
ONLINE
15. 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
16. 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
25. 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
27. 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
28. 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
29. 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
30. 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
31. 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
33. - Photo & Video
campaign
- Print Media Ads
- Outdoor
- Sponsorship & Product
Placement
- Events
OFFLINE
- Digital Marketing
- Social Media
ONLINE
COMMUNICATION
34. 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
35. 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
36. 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
37. 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
38. 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
39. 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
40. 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
41. 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
42. 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
43. 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
44. 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
45. 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.
46. HOẠT ĐỘNG ĐỊNH KỲ THƯỜNG NIÊN
COMMUNICATION
Q1
Communication Audit
Communication Plan
Creative Concept
Implementation & Development
Q3 Q4
Yearly
Q2
47. Customer is central of all business activities, next step is
COMMUNICATION
CUSTOMER SERVICE
CHANNEL MIX
50. Using CRM software to speed up the relationship with Customer
Value. (Even Current Customer or Potential Customer)
CUSTOMER VALUE MANAGEMENT
51. 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
52. - 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
53. - 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
54. - 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
55. - 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
57. 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
58. 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
59. Burberry Brand Management Plan must be execute with three
operations to support together
CHANNEL MIX
COMMUNICATION
CUSTOMER SERVICE
60. 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