Burberry is a British luxury brand known for its quality clothing and accessories. It aims to capitalize on its brand momentum by launching a new beauty line that captures the effortless elegance and natural style associated with Burberry. The beauty line will feature cosmetics designed to look light, natural, and breathable. It will target urban, educated women ages 25-40 and be sold at retailers exclusively carrying the Burberry beauty brand.

2. The
Brand

3. Burberry is a British global luxury brand and has become
synonymous with it’s quality, innovation and style with a
multi generational appeal and key competency in
womenswear, menswear, non-apparel and childrenswear.
Rated among the top ten global brands , Burberry possesses
one of the most recognized icon portfolios in the world,
including the classic trench coat, trademark check and
Prorsum horse logo.

4. The
concept

5. “ I really started thinking about Burberry make-up when we were
working on the show several years ago. I was looking at all the
different ways the Burberry girl expressed herself and it was the only
element missing when you circled her world and her attitude.”
Christopher Bailey

6. “Her make up is as light and natural as the trenchcoat that
she effortlessly throws on.”
Christopher Bailey
‘Effortless Elegance’

7. The iconic Burberry
trenchcoat
Classic Elegance
Innovative

8. • Capitalize on Burberry brand momentum
• Dominate beauty and news pages
• Use star products, Burberry runway
collections to keep up the momentum of
the collection
• Position line as natural, elegant and
natural part of the Burberry world and the
Burberry girl look
• Focus on ad campaign products at launch
time as well as introduction of a new
Burberry collection

9. • Women, trans-generational
• core target: 25- 40 years old
• Urban, Modern, Educated, Beauty- Addicts, Past
Purchasers of Luxury Products
• Who like innovation and creativity
• Shop at retailer exclusively selling Burberry BEAUTY

10. Sheer
Natural
Breathable
Lightweight

11. Warm
Soft
Natural understated colours
British weather shades

12. Architectural
Innovative
Modern and clean lines
Burberry signature with the
etched metallic check detailing

13. Timeless elegance
Quiet luxury
Iconic style

14. VISUAL
PACKAGING
ATTITUDE
CONCEPT
TimelessSophi
sticated
Glamour
Sensual
Glamour
Metropolitan
Masculine/
Feminine
Powerful
Natural Style
Relaxed Attitude
Elegance Metamorphism Hollywood
Style
Strong
Colors
Effortless
Elegance

15. Effortless
Mascara
1200 THB
Eye Definer
910 THB
Sheer Eye
Shadow
1300 THB

16. Sheer
Foundation
1950THB
Sheer Compact
Foundation
2200THB
Sheer Powder
1850THB

17. Light Glow
1770THB
Warm Glow
1600THB

18. Lip Definer
870THB
Lip Glow
1150THB
Lip Cover
1250THB

19. Architectural
Modern and clean lines
In line with fashion boutiques

24. Burberry ambassadors
Dedicated to all local training, in-store
events, PR events
Special appearances on counter or pre
sale events before openings
Wendy
Rowe
Gina Kane
(Europe, UK)
Marie Lanne
(Europe, Asia
Valeria Ferreira
(Europe)
Rafael Pita
(Middle East)

26. 3 Formats of Training Book
1. Full Day
2. 2 hours
3. 30 minutes
Covering:
• The Brand
• Christopher Bailey
• The last Highlights
• The Collection
• The Inspiration
• The Products in Detail
• The Campaign
• Selling Techniques
• Wendy’

29. PESTLE Analysis
• Political
– Fluctuation over the last 6 years
– Corruption rate (88th)
– Imports tariffs & VAT
– Impact on personal income tax rates

30. • Economic
– GDP (ppp) at $646 Billion (25th)
– Low interest rate at 2.5%
– Strong THB

31. • Social
– One of the major market in Asia
– 10% Annual growth rate
– THB 50 Billion domestic sales in 2010
– Fragrance and Cosmetics are two tops in the
industry

32. • Technological
– Results from political sector
– Corruption & infrastructure
– Low level of research and developments

33. • Legal
– Consumer law
• Hydroquinone, Retinoic Acid, and Ammonia Mercury
• Adverse effects
– Labelling requirements
– Advertisements inspections

34. • Environmental
– Hot climate
– Sunscreen protection

35. Processes
• 5 beauty advisors in each location
• Abilities to support customers with only two
locations
• Given knowledge on the product ingredients
and benefits
• Various range of skills in retail handling
• After-sales services
• Sales return

36. CRM
• Provide better selection of products
• Better customer services
• Provides variety to serve different group of
customers
• Information analysis
– Membership
– Feedback form
– Observation
• Analysis software

37. Distribution
• Luxasia
– Located in 10 countries
– Represents (in Thailand): BCBG, Bvlgari, Calvin
Klein, Cerruti, Davidoff Parfums, Dolce &Gabbana,
Esprit Scents & Senses, Kenzo, Lanvin, Lolita
Lempicka, Moschino, Nautica, Salvatore Ferragamo,
and Valentino
– Two major transportation modes are in used
– One warehouse available in inner area of Bangkok
– Distribute to 20 locations of Central and The Mall
group throughout Bangkok

38. SWOT Analysis
Strength
• Good original Burberry’s brand image
• Strong iconic colors (easy to recognize)
• Brand already is well known
• Could use the brand’s customer data

39. Weakness
• Few distribution channel (few branches)
• Still new in Cosmetic market comparing to
other competitive brands
• Not noticeable Advertisements & Promotion

40. Opportunity
• Could build up from the original Burberry base
customer
• Brand’s name already recognizable

41. Threats
• Many Competitive brands (makes high
switching costs)
• Cosmetic market in Thailand is very packed
• Competitive brand already launched many
years

42. Competitor Analysis
Chanel
Strength
-Strong distribution channel
-Good brand image
Weakness
- High price
- Few promotion