Diese Präsentation wurde erfolgreich gemeldet.
Wir verwenden Ihre LinkedIn Profilangaben und Informationen zu Ihren Aktivitäten, um Anzeigen zu personalisieren und Ihnen relevantere Inhalte anzuzeigen. Sie können Ihre Anzeigeneinstellungen jederzeit ändern.

Burberry Case Study Report

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

  • Loggen Sie sich ein, um Kommentare anzuzeigen.

  • Gehören Sie zu den Ersten, denen das gefällt!

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.