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Assignment 1 of Marketing in Context

Abby Hesketh

on 2 November 2012

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Transcript of Burberry

Burberry our product the market pricing and distribution place promotion product life cycle Marketing Mix Challenge Established in England, 1856
Over 500 stores in more than 50 countries

"Burberry is the 98th most valuable brand in the world" - Business Weekly flame
& scent high end subtle smell keepsake
(container) Burberry understated glass container tissue paper recyclable box relaxation impress friends lifestyle hedonic and un-sought 1 wick candle
3 wick candle
reed diffuser wild rose white musk cedar wood Key Points crisp, design
rather than printed containers can be re-used: ornaments, tumblers, candle holders etc. minimal engraved soya bean wax (not parrafin) - better for environment
- keep local (in UK) target size & GROWTH market
group A
wants luxury whilst being functional
well educated
groups A & B
browsers in shop
females: all scents
males: 'White Musk', 'Cedar Wood'
males also for present buying for wives/girlfriends current Burberry target: target for our products: competitors current competitors Chanel
Dolce & Gabbane new competitors Roja
Molton Brown
The White Company
Ormonde Jayne gap in the market: current competitors not in this area of home ware
retail designers branched out to beauty and cosmetics
Burberry to be the first high-end retailer therefore have head start external environmental issues one wick candle £80 three wick candle £120 reed diffuser £95 pricing strategy prestige pricing why? already brand awareness/loyalty
already trust/preference
all using UK sourced components therefore allowing a higher price and the opportunity for this pricing strategy no promotion/discounts why? elastic product
high price = exclusivity
no normal competitors product line depth longer burning hours standard delivery
of burberry &
websites after-sales service if any complaints in-store, online and in shop customer service no loyalty or credit scheme micro suppliers if farmers have bad season, supply & price could be affected
therefore back-up supplier of soya beans needed OR change to paraffin wax temporarily competitors current retail competitors could enter market
air care competitors already have share in market and loyal customer base
therefore become established in air care market and play on Burberry customer loyalty macro exchange rates £ strengthened = exports decreased
therefore make product desirable so that demand is not affected technology not a factor concerning production
will impact techniques of marketing product
therefore anticipate and adapt strategies place in 2011/2012 retail = 68% of Burberry revenue sold across 192 mainline stores and 208 concessions currently stocking Burberry
products positioned throughout store to catch peoples' eyes
also as part of displays all together to show off range
reed diffuser will be in use in all stores
also available online 2010 - £2.9 billion spent for the home online by 2015 - increase to £4.59 billion that's a 58% increase - Mintel High end department stores will also stock our products:
Harvey Nichols
Libertys strategy producer retailer consumer producer retailer consumer wholesaler distribution physical distribution use methods already established by Burberry:
- trucks/lorries
- boats
- air travel no impact on cost
32% increase in primary transport therefore costs will lower Sales of household fresheners grew by 17% over 2005-10 to reach £356 million. Mintel forecast = retail sales to reach £478m by 2016 that's a £77m increase from 2011 7/10 use air fresheners/scented candles 6/10 think it's important to contain natural ingredients advertising public relations & blogging social media personal selling not TV or radio (Burberry doesn't use these channels & wont reach our target audience)
high-end, luxury homeware magazines but also fashion/beauty too GQ Elle Vogue House & Home teaser ad with minimal design
life style campaign with focus on candle
BOTH with scent rubbing and QR code linked to special site/online store
Also could be used on billboards/bus stops 2 types of ads: YouTube = 4th most visited site could create "mini-ads" to increase awareness/traffic Used throughout life cycle, more important in later stages (less on advertising) GQ Elle Vogue House & Home blogs send a sample to most influential
'exclusive sneak peek'
risk of bad publicity BUT... there's always a risk! ...a compulsory marketing tool facebook has 500,000,000 users (2011) Burberry's page has 14 million likes ... so already a loyal customer base & outreach teaser statuses
pictures of products
reminder statuses & info
competitions & chances to win outside of page: PPC campaign targeting specific interests of market
i.e. luxury goods, shopping, home ware 1.3 million followers on twitter same strategy as facebook
also get Rosie Huntington-Whiteley & Emma Watson to promote all intermediaries = a Burberry rep throughout whole life cycle give consumers opportunity to smell & understand as ads decrease... ...personal selling increases no promotions/discounts Yasmin Andrews, Abby Hesketh, Sam Scott, Ahmed Shah & Emma Swycher any questions?
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