Burberry and its History and brand analysis as the Brand Manager and the Marketing Manager with CBBE model.

1. Presented By:
Group

2. Introduction_______________Aditi
Marketing Strategy_________Pushpraj
Concentric circle___________Prianjan
and Shubhomita
Analysis as a brand manager__Namrata
Conclusion________________Aditi

3.  Burberry -Estd 1856
Thomas Burberry (21)
Almost 150 years of history
Many contributions to
Fashion Industry

4. 1879 – Burberry used a waterproof and
hardwearing material.
1920 – Burberry became the publically
quoted company for the first time
2002 – Burberry was listed in the London
stock exchange
2004 – Burberry launches its first
transactional website in US and UK was
followed in 2006
2013 – Burberry opened the first store in
India (Delhi) in the City Walk

5. • British Army
During WWI
• Celebrities (such as: Humphrey Bogart, Ingrid Bergman, Audrey
Hepburn, Peter Sellers, etc) , well-known adventurers , politicians,
aviators, balloonists and expeditionists, British Royalty, especially King
Edward VIII
1920s and 1930s
• European customers as well as international customers, mainly Asian
customers and in Asia also Japanese customers starting 1970s
1950s to 1980s
• Older Customer Base: Older males and Asian tourists
Early 90s to mid 90s
• Slowly and steadily Younger Customers started to enter the Burberry's
customer base
Late 90s, Rose M Era CEO – (1997)

6.  Curtains, bed sheets, table cloth, pillows
 Jewelry
 Hair and Cosmetic Products
 Tech Accessories
 Cosmetics
 Sportswear

8. Burberry’s Markeing Plan –
Pushpraj

9. Elite fashion for males and females in the premium segment who appreciate
the British clean, smart and timeless classic style.
➔Demographic Segmentation
➔Middle Aged Men & Women- Clothes & Fashion Accessories Perfumes.
➔Children-Childswear Range
➔Older People - Trench-coats

10. ➔Geographic Segmentation
➔Europe(Including Britan)34% &,US-27%
➔Asia-Pacific-33% & Rest( including Japan)-6%
➔Psychographic Segmentation
➔Lifestyle – Luxurious
➔ Fashion Aware

11. ● Burberry specializes in fashionable clothes that are appreciated worldwide
because of its distinctive designs and exquisite materials. Its Tartan pattern is
unique in its design and is associated with Burberry.
● Middle aged men and women from upper class.
● Concentrated Marketing-Niche Marketing
● Label Consicious Shoppers
● Celebrities

13. Concentric circle -
Shubhomita and Prianjan

14. Budgeting
Competition
Generic
Competition
Product category
Product Form

16. Analysis as a brand manager –
Namrata

17. Burberry is the epitome of Britishness. It’s heritage is in leather goods;
 Burberry’s is in trench coats. It has posted strong growth in the past 10
years, narrowing their scale gap with megabrands
like LouisVuitton and Gucci.
But, in the past few months, shares in this brand has lost significant value.
We can trace the roots of their recent woes to Asia; China in particular. Not
that the Chinese market has been easy for anyone recently.

18. Both Burberry and Prada achieved growth by developing product offerings
beyond their core, while retaining very significant centres of gravity.
Burberry has expanded from its apparel core into leather and accessories.
At the same time, in the past few years, the house has significantly
increased the price of their core offerings.
They have also moved toward becoming de facto retailers, withdrawing
from wholesale and integrating aggressively downstream.
But Burberry appear to be under greater pressure there than their luxury
peers. In its most recent quarter, Burberry saw like-for-like growth sinking
into negative territory.
Any misstep now will only compound the troubles facing these brands.

19. This pricing strategy considers the value of the product to
consumers rather than the how much it cost to produce it.
 Value is based on the benefits it provides to the consumer
e.g. convenience, well being, reputation or joy.

21. As all the products are luxurious items with excellent
craftsmanship and innovative designs, the pricing has
to be premium.
 What matters is that the quality that cannot be
compromised at any cost. The pricing policy of the
brand is dependent many factors.
Burberry is both a luxury brand and a global company
and hence its prices have to be consistent around
the world everywhere because price discrimination
will result in diluting its brand image.
The global marketing team of Burberry is responsible
for the pricing strategies after heavy evaluation
about the product demand, market research and
competitor’s prices

22. In 1911, they outfitted Roald Amundsen, and later they outfitted Ernest
Shackleton and George Mallory.
Since earlier time’s, special emphasis have been given on promotional activities.
High-class magazines have been selected so that ads can be placed in them and the
visual media has been utilized to launch and highlight their products.
Romeo Beckham was then ten year old featured in the Burberry ads with British
models Charlotte Wiggins, Edie Campbell, Alex Dunstan, Cara Delevinge and Max
Rendell.
The famous photographer Mario Testino photographed the Spring/summer
Burberry collection.
Felicity Jones and Callum Turner, the British actors and the models Jake Cooper
and Jourdan Dunn. The famous teenage actor Emma Watson has also been a part
of Burberry collections.

23. Develop new
line
Do
Nothing/Ignore
Or
• Urban, Hip-hop musicians
• Not what they had planned
• Two possible choices:
Capitalize
the new
market
•Low brand loyalty
•Will move to the next
new thing “BUZZ”
Develop new
line
Do
Nothing/Ignore
Or
Capitalize
the new
market
•Low brand loyalty
•Will move to the
next new thing
“BUZZ”
Develop new
line
Do
Nothing/Ignore
Or
Capitalize
the new
market
Develop new line Do Nothing/IgnoreOr
Capitalize the
new market

24. Conclusion –
Aditi

25. •Competition
•Popularity in non-
target groups
•Not enough stores
in small cities.
•Expansion of
stores globally.
•Wide age groups.
•Can conduct more
Burberry shows in
different cities.
• Eroded Brand
Image
• Poor Quality
and
Reliability
• Eroded
Dealer
Confidence
• Low
Marketing
Budget
•Well established
brand.
•Original Design and
uncompromising
quality
•Huge channel
network’
•Iconic check
•Large range of
products
S W
OT

26. Burberry successful in reinventing itself
But just the beginning
A long way to go
Shedding of old leaves
New leaves yet to grow
Venture into new product categories
Flagship: Real Differentiator