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.
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’
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
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)
25.
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’
27.
28.
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
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
