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Burberry Case Study Report

A report on the Burberry's marketing, company culture and brand image

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Burberry Case Study Report

  1. 1. A Company Marketing Spotlight Report Presentation Ce’Erica Roland Ferguson BUSI 265-Priniples of Marketing | Winter 2016
  2. 2. Britain's Heritage (Short history of the business) ▪ Established in 1856 by Thomas Burberry, age 21. ▪ Brands focus was outdoor wear. ▪ In 1879 Thomas Burberry invented gabardine. ▪ In 1901, Burberry was commissioned by the War Office to design a new service uniform for British officers. ▪ Many explorers made history outfitted in Burberry. ▪ The Burberry check trademark, was introduced as a lining to the trench coat in 1924.
  3. 3. Luxury Goods (Products and services… product development and innovation) women’s wear | men’s wear | children’s wear
  4. 4. Luxury Goods (Products and services… product development and innovation) accessories | shoes | bags | house and home goods | fragrance | beauty
  5. 5. Finding Their Place (Market entry/ market expansion) ▪ Outer Wear ▪ Service Uniforms ▪ TRENCH COAT ▪ Exclusive ▪ Young target market ▪ Product differentiation
  6. 6. Collaboration Efforts (Alliances, Partnerships, and Joint Ventures)
  7. 7. Brand Access(Distribution channels/ market access/ sales) ▪ Distribution Channels- Retail (71%) is the primary source while wholesale (26%) focuses on key customers. ▪ Global brand offered in North America, Asia, Europe, and Africa. ▪ Primarily market access through magazine print, web banners, fashion week, social media, Celebrity Press. ▪ 70’s brought along a ‘chav’ image of low class which brought a sales drop of £ 62 million to £ 25 million in 1998. ▪ Reconstruction of the business brought the brand to current revenue of £ 2,523 million.
  8. 8. Marketing Resources (Internal or external use of marketing resources) ▪ Internally Burberry worked hard to be one of the most followed luxury brands on social media- over 16 million fans on Facebook, over 3 million on Twitter and over 2 million on Instagram. ▪ Eternally Burberry has been recognized in… ▪ -400 global magazine covers. ▪ -Listed in Inter brand ‘Top 100 Global Brands’ for the sixth consecutive year. ▪ -Recognized by Fast Company as the seventh most innovative brand in retail. · ▪ - Burberry was ranked the sixth most powerful brand globally in the annual ‘Global 500’ report published by Brand Finance.
  9. 9. Burberry’s Past (Marketing success and failures) Successes ▪ Romeo Bekcom 2015 campaign ▪ Snapchat Fashion show streaming SS16 ▪ Artofthetrench.com 2009
  10. 10. Burberry’s Past (Marketing success and failures) Failures ▪ High content marketing lost brand identity ▪ Kate moss drug Scandal 2005
  11. 11. “Fresh Meat” (Current marketing efforts - branding and promotion) Misha Hart, Dylan Brosnan, Eliza Fairbanks, sisters Ruth and May Bell, and Liam Gardner. The new campaign features a cast of Rising Stars in the model industry.
  12. 12. References ▪ "History and Background of Burberrys." History and Background of Burberrys. Fragrancex, n.d. Web. 04 Feb. 2016. ▪ "Heritage | Burberry." Heritage | Burberry. N.p., n.d. Web. 03 Feb. 2016. ▪ "Burberry: Social Media's Luxury." ISYS6621 Social Media for Managers. N. p., 09 Dec. 2014. Web. 04 Feb. 2016. ▪ Morg, Trevor. "Snapchat Partners with Burberry to Premiere Fashion House’s next Collection." Digital Trends. N.p., 17 Sept. 2015. Web. 04 Feb. 2016. ▪ Savor, Team Eat Love. "The History, Heritage and Committment of the Luxury Brand, Burberry." EAT LOVE SAVOR Luxury Lifestyle Magazine Luxury Beyond Possession. Team, 24 Feb. 2012. Web. 04 Feb. 2016.