Burberry brand management eng version

Following 04 key themes underpin Burberry strategic agenda,
shaping and connecting its global activities

Brand first
The business is led by the brand, influencing to all short-term and long-term plan of business
strategy.
√ Authentic British heritage with rich culture and historical associations
√ Craftsmanship, innovation, design and creativity
√ Broad global appeal across gender and generations
√ Innovative creative content and experiences, supported by digital, social and traditional
media

Customer Centric
Customer is central to the Company’s activities, Burberry aims to be sector-leading in
understanding, engaging and serving its customers, both in online and offline

Famous for product
Burberry is committed to the creation of authentic and distinctive products and continuous
innovation in design and manufacturing
√ Globally recognized iconic products such as British-made Heritage trench coat and
cashmere scarf
√ Product divisions are Women, Men and Children apparel, Accessories, Fragrance and
make up

Productive and Responsible
More productive and efficient ways of working are a priority across the organization:
√ Committed to sustainable business practices
√ A team-orientated approach, empowering a highly connected organization

TARGET
Increase sale revenue
Re-positioning Burberry brand in Vietnam market

SWOT ANALYSIS
 Brand awareness and brand recognition. Listed in Top 100 Global Brands .
 Franchisee’s ability and experience in retail luxury product.
 Customer data information
 Prestigious achievements of Burberry in the Global market.
Strengths

SWOT ANALYSIS
 Brand building activities is not frequently
 Promotion with high discount influence to brand image
 Brand management is not so effective
 Customer service is not enough to satisfy customer
Weaknesses

SWOT ANALYSIS
 Vietnam joined TPP and EVFTA, support to reduce import tax, franchisee has
more profit.
 Vietnam is a young country, in proportion to Burberry target customer. Following
Nielsen report, Vietnam will reach 33 millions of population in middle class in
2020
 Influence of Burberry activities to Vietnam customer
 Growing speed of internet, e-commerce and digital will have strong effective to
communication campaign
 Number of Burberry fan in Vietnam
Opportunities

SWOT ANALYSIS
 New competitors are going and penetrating in Vietnam market
 Risky of choosing communication tools and advertising campaign
 High cost in brand re-positioning
 Old thinking will obstacle the brand re-positioning process
 Customer can buy Burberry product during in oversea travel.
 A lot of Fake products are appeared in the market
 Hand-carry goods also has influences to the business.
Threats

Brand Repositioning Strategy will be started from:
CHANNEL MIX

CHANNEL MIX
- Retail stores
- Sale events
OFFLINE
- Shopping apps in
mobile phone
- E-commerce website
ONLINE

CHANNEL MIX
Following 03 current retail stores
1. Rex Arcade
2. Diamond Plaza
3. Tràng Tiền Plaza
Checking some elements such as: Number of visitors,
Number of buyer and Turnover.
To consider can close which store is not effective and open
in another location where has more potential.
OFFLINE
Retail Stores

CHANNEL MIX
Suggestion:
In-store renovation from product arrangement, counter,
poster, decoration and so on.. To increase high visual
merchandising toward to customers
Specially, input a Internet TV to connect Youtube that will
support to present Burberry fashion show direct in-store.
Store spacing will have more vivid and interactive.
* Using this information to PR Brand image and Sale Activities
OFFLINE
Retail Stores

CHANNEL MIX
OFFLINE
Retail Stores
Tràng Tiền Plaza

CHANNEL MIX
OFFLINE
Retail Stores
Diamond Plaza

CHANNEL MIX
OFFLINE
Retail Stores
Rex Arcade

CHANNEL MIX
OFFLINE
Retail Stores
London

CHANNEL MIX
OFFLINE
Retail Stores
Atlanta - US

CHANNEL MIX
OFFLINE
Retail Stores
Hàn Quốc

CHANNEL MIX
OFFLINE
Retail Stores
Beirut

CHANNEL MIX
OFFLINE
Retail Stores
Coex Mall
Seoul, South Korea's

CHANNEL MIX
Suggestion:
Always training salesman in skills, products knowledge,
brand knowledge, collection, fashion trend to harvest the
maximum sale volume.
Developing more in-store experiences to Customer.
Shopping must have more interesting and attractive
information
OFFLINE
Retail Stores

CHANNEL MIX
High-class shopping is more and more Entertainment and
Artistic
OFFLINE
Retail Stores

CHANNEL MIX
Retail Stores
Suggestion:
Invest a quality assessment system in-store. Basing on the
result of assessment that can encourage practicing between
all stores.
Visitor daily, weekly, monthly report to appraise the store
location and sale.
OFFLINE

CHANNEL MIX
Sale Events
- Single sale promotion for Burberry customer. Should
not combine to another brand of Company. Some brand
is lower position will made the brand image of Burberry
decrease in Customer thinking.
- Sale events following special day as Valentine day,
Women day, Christmas and New year,…
- VIP sale event for new collections
OFFLINE

CHANNEL MIX
- Developing Burberry Vietnam Apps for Vietnam
market. Updating all products, collection which is sold
in Vietnam Burberry Store.
- Fully function as product photos with at least two
dimensions, payment method, delivery method. (Collect
– in Store..)
- Apps developing in IOS and Androd system
ONLINE
Shopping apps in
mobile phone

CHANNEL MIX
- Burberry.com developed in 11 languages that is serving
in 44 countries
- Suggestion to develop Vietnamese version in Vietnam
market.
ONLINE
Vietnamese version in
Burberry.com

CHANNEL MIX
Collecting all opportunities to sell from direct to indirect channels, offline
to offline channels. Coordinating with Communication Plan and Customer
Service to maximum Sale revenue

Improving Channel Mix that is foundation to develop:
COMMUNICATION
CHANNEL MIX

- Photo & Video
campaign
- Print Media Ads
- Outdoor
- Sponsorship & Product
Placement
- Events
OFFLINE
- Digital Marketing
- Social Media
ONLINE
COMMUNICATION

COMMUNICATION
Event Date Event Title Event Description
April Communication Audit
Research to brand position, Sale and
Service Qualification,
- Create the survey
- Researching
- Analysis the survey and read the result.
Leadtime: 8 – 10 weeks
Report : Beginning of June
April Communication Plan
Detail plan in 2016. Adjusting the plan
based on the research result above
Report : Middle of June

COMMUNICATION
April Stylist Campaign
Cooperate with some well-known stylist in
Vietnam. Support them to consult style to
famous person in fashion and entertainment
industries. Using Burberry products
- Đinh Thành Long
- Châu Đặng
- Trần Tiến Đạt (Mì Gói)
- Lê Minh Ngọc
- Some more

COMMUNICATION
April
Sponsorship to The
Face 2016
Working with The Face Organization to
make clear in conditions and benefits of
Sponsorship
The first time The Face Show is active in
Vietnam
Competitive to Vietnam Next top Model
Finalized in : End of April
April
Sponsorship to
Vietnam Next Top
Model 2016
Working with Organization to make clear in
conditions and benefits of Sponsorship
The hottest Fashion Show in Vietnam
Finalized in : End of April

COMMUNICATION
May Creative Concept
Create detail idea and plan for all activities
and campaigns according to
Communication Plan
Leadtime: 4weeks
Report : Beginning of June
May Burberry Vietnam Apps
Finding a parter to develop and create
Burberry Vietnam Apps
Requirement: Luxury design, Simple, Easy
using.
Leadtime: 12weeks
Report : Beginning of August

COMMUNICATION
June
Photo & Video
Campaign
Using ready Photo and Video from mother
brand.
Shooting photos for all products what is
sold in Vietnam Stores.
- Design catalog, indoor ads, outdoor ads,
presses, magazines
- Updating in Facebook, sale events, and
so on
Leadtime: 4 weeks
Report : Beginning of July
• Following the goods input schedule to adjust the plan
• Using those photos for all activates whole year

COMMUNICATION
June Social Media
Collect all events, news, articles from
Burberry in the world, fill up the valid news
to translate to Vietnamese as well as
publishing in Vietnam prestigious press,
magazines and Facebook
* Action is required to follow up whole year
July Print ads
Using Photo Campaign to present in high-
class publication such as
Heritage Fashion – Elle – Bazaar – Men
Life
* Action is required to follow up whole
year

COMMUNICATION
August
Christmas & New Year
Concept
Planning for Christmas and New year Sale
Event
- Decoration
- Christmas Photo Campaign
- Christmas Promotion
Leadtime: 8 weeks
Report : Beginning of October
September Direct Marketing
- Running SEO/Adword with key wods
such as Burberry Vietnam, túi xách, thời
trang cao cấp, ….
- E-Discount Promotion: for who
Like/Check-in/Download Apps/Follow
trên Facebook. Discount 10% in the
order.
Leadtime: 03 months
Report : Beginning of January

COMMUNICATION
September VIP Event
Buying Stimulating Program for VIP
Customer who has total payment reaching
500 millions VND in 2016. They will be
rewarded a free ticket to visit and join
Burberry Fashion Show 2017.
- 100% costing of travel and
accommodation
- The result will be published on VIP
Event end of year.
- Expectation date: Beginning of January
Leadtime: 12 - 16 weeks
Report : Middle of January
* Using this information to PR Brand image and
Sale Activities

COMMUNICATION
September Burberry Show
Following and updating all news related to
Burberry Fashion Show in September to PR
brand in Vietnam
Directly showing the show in-store by
Youtube
Launching VIP Event to customer.
Leadtime: 4weeks
Report : Beginning of October
October Outdoor
Changing all outdoor ads in Shopping malls
to refresh customer feeling as well as
preparing for Christmas and New year
Leadtime: 4weeks
Report : Beginning of November

COMMUNICATION
October
Christmas – New Year
Promotion
- Special sale events to VIP customer with
a time schedule.
- Promotion rank depend on total the
point that customer has gathered before..
- Reach 100 millions: 10% discount
- Drop-in Customer : 05% discount
Report : Beginning of January

COMMUNICATION
December
Gala Dinner
Evaluation
- Year-end summation of report and
business result
- Comparison with the same of period last
year
- Create a new target and orientation for
new year plan
Leadtime: 4 weeks
Report : Middle of January

COMMUNICATION
All activities above are severed to the target:
- Increasing Brand Awareness
- Increasing Brand Image
- Increasing Brand Reputation
With long-tern orientation, our integrated marketing campaign always consist of
fours stages Communication Audit, Communication Plan, Creative Concept,
Implementation and Development. The campaign will employ agents such as
photo and video campaign, direct marketing, digital marketing, and so on.

HOẠT ĐỘNG ĐỊNH KỲ THƯỜNG NIÊN
COMMUNICATION
Q1
Communication Audit
Communication Plan
Creative Concept
Implementation & Development
Q3 Q4
Yearly
Q2

Customer is central of all business activities, next step is
COMMUNICATION
CUSTOMER SERVICE
CHANNEL MIX

CUSTOMER VALUE MANAGEMENT
SALE
MARKETING
SERVICE
ANALYSIS
COLLABORATIVE

Using CRM software to speed up the relationship with Customer
Value. (Even Current Customer or Potential Customer)

SALE
- Person in charge: Salesman
- Duty: Gathering customer information during
sale process. Encourage customer to apply member
of Customer Service Program.
√ Fill in Application form
√ Like Burberry Page
√ Check in at Burberry store
√ Download and install Burberry Vietnam apps
* Monthly report must send to Marketing Department.

- Person in charge: Marketing Staff
- Duty: Collecting data customer, analysis data customer,
making plan to lead customer repeat buying
√ Updating new products, new promotions via Mail,
SMS and Facebook
* Monthly data collection
MARKETING

- Person in charge : Sale/Marketing Staffs
- Duty : Serving and caring customer with activities as
below:
√ Birthday Flower and Card
√ Greeting card in Women day, Christmas and New
year
√ Cold Calling to customer to ask, remind, and
introduce new activates, new campaigns
* Monthly report
SERVICE

- Person in charge: Marketing Staffs
- Duty: Analysis customer information with more and more
detail to make clear how is main customer with
character, style that will help the develop a right
plan for customer service
* Monthly data collection, continuously updating and analyzing data customer
ANALYSIS

- Person in charge: Marketing Staff
- Duty: Saving and managing Data customer.
Creating plan to follow up customers
Build the relationship
Encouraging to repeat buying
* Monthly data collection, continuously updating and analyzing data customer
COLLABORATIVE

BURBERRY
PROGRAM

BURBERRY – CUSTOMER VALUE MANAGEMENT PROGRAM is
developed to grateful to customer who loves Burberry brand/products in Vietnam
The program has 04 classes for all member
√ Standard Class (Buying any items in Burberry Store. Saving points to up-
grade Class member)
√ Deluxe Class (Saving points equivalent to 100 millions VND. Getting 5%
discount in Burberry Vietnam Store)
√ Premium Class (Saving points equivalent to 300 millions VND. Getting 7%
√ Titan Class (Saving points equivalent to 500 millions VND. Getting 10%

Other Benefits:
 Participating Sale events for Customer Value Only
 Participating year-end Gala dinner and VIP Event for Deluxe Class
Member and above
 Derlivery service with same staff in Burberry uniform and car for Premium
Class Member and above
 Ticket to join Burberry Fashion Show in London for Titan Class Member
 Getting 20% discount more in Customer birthday

Burberry Brand Management Plan must be execute with three
operations to support together
CHANNEL MIX
COMMUNICATION
CUSTOMER SERVICE

BRAND MANAGEMENT
The plan is created according to searching data and information in Internet. To
deploy in reality, must re-check and fit it based on real situation
KPI Developing for Sale Target and Brand Position
Budget forecast for Brand Management Plan

Silvia Van
9silviavan@gmail.com
0939.11.09.87

Burberry brand management eng version

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