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Marketing Management3

Alexandra Martin

on 11 December 2012

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Transcript of Burberry

Burberry Group PLC Alex Harris
George Syrianos
Alexandra Martin Brand History Table of Contents

Brand History
Brand Identity
The Fashion Industry
Competitor Analysis
Success and Failure of Burberry Plc
Recommendations Geographic Portfolio Thomas Burberry Brand Identity Heritage
Emphasis on being a British, luxury brand
Use of iconic British faces to endorse brand globally Christopher Bailey 1856 - Foundation of Burberry

1870 - Focus on outerwear

1880 - Gabardine fabric innovation

1914 - Trench coat made for British Army

1920s - Introduction of iconic Haymarket print to Trench Coats General Universal Stores 1955 - Bought by GUS

1970s - Association with football firms grows

Early 90s - Increase in counterfeiting

1990s - Emergence of chav culture

1999 - Changed name to 'Burberry' 2001 - C.Bailey brought into Burberry's creative team

2002 - IPO at London Stock Exchange

2006 - Introduction of E-Commerce

2010 - Launch of cosmetic line

2011 -Burberry named 4th fastest growing brand globally Technology
Latest technology to optimise working conditions
Burberry first to live-stream catwalk shows
Flagship stores to use latest technology to build customer relations United Kingdom Product Mix Channel Mix Current Market Internal Analysis Ansoff Matrix Industry Analysis Porters 5 Forces

1) Power of Buyers
Relatively High 8/10 as buyers have a wide choice of alternatives PESTLE Competitor Analysis Conclusion Creation and Innovation Image Damage Revival Prepared and presented by: Thank you for listening; we're happy to answer any questions Logos
The equestrian logo
The trench coat
Trademark check print 2) Power of Suppliers
Relatively Low 3/10 as input goods remain relatively simple in nature 3) Level of Rivalry
Relatively High 8/10 as key competitors have significant brand equity 4) Threat of Entry
Relatively Low 3/10 as significant investment in distribution network and international supply chain is a necessity of success 5)Threat of Substitution
Relatively High 8/10 as luxury brand purchases represent a discretionary spending Industry Perception Map External Analysis SWOT Analysis Value Chain Analysis Primary Activities Supporting Activities Infrastructure Technological Development Procurement Logistics Operations Marketing and Sales Service Consumer Analysis Demographic
Occasion Segmentation Brand Identity Prism Political Economic Social External Analysis Legal Environmental Technological Overall Marketing Mix PRICE

Limited discounting PRODUCT

Fragrance and beauty
Heritage branding
High quality, seasonal collections
Limited numbers
UK manufacturing PLACE

192 stores
208 concessions
Digital commerce
44 outlets PROMOTION

Heavy online presence
Technological integration
Events Long-term stability
Double-dip recession
Taxation Global financial crisis
Low unemployment
Inflation Ageing population
Growing popultion
Income inequality Internet access
Communication platforms Competition law
Product counterfeiting CO2 emissions
Consumer awareness
Natural disasters "Digital luxury positioning and the optimisation across innovative mediums of the trench coat, trademark check and Prorsum knight heritage icons make the brand purer, more compelling and more relevant globally, across genders and generations" Recommendations Continue to invest in new and emerging markets to minimise risk
Remain a digital leader by investing in technologies, in-store and online to continue building consumer relations
Consider moving more manufacturing activities to the UK in order to strengthen brand identity
Full transcript