A study on the brand by Shaunessa Nongrum,

Saumakshi Mahana and Kanav Kapoor.

Thomas Burberry, an English men's

outfitter, founded Burberry in 1856.

Opened first store in 1912,

at Basingstoke, Hampshire,

England.

The Four P’s

1. Price 2. Place 3.Product 4. Promotion

Uses

competition

pricing.

Owns 475

stores in 48

countries.

Has an

assorted

array of

products for

men, women

and children.

Promotions

through

advertisments,

mobile apps

and social

media.

SWOT Analysis

Weaknesses Poorly promoted

Less diversity

Opportunities Could open more

stores

Better promotions

Threats Prices

Diffusion lines

Strengths Well established brand India’s biggest fashion

house

COMPETITORS

Field Visit to the

Burberry store at

DLF

Emporio,New

Delhi

Problem Statement

• Counterfeit Products

• Decrease of customers due to the

online store

• Swaying away from it’s

signature designs.

Research Problem The Rise of Counterfeit Products

Counterfeit

Products

Consumer and

Consumer Behavior

(Williams,T. 2008)

Counterfeit

Products

(Mathews,A. 2007)

Knowledge Gap:

Counterfeit products

have proved to cause

a nuisance to

Burberry as well..

Literature Review

Brands and Luxury

Brands (Kothar,N.

2003)

Effects of

Counterfeit Products

(Banerjee,S. 2010)

Research Methodology

→ Research Objective: Consumer’s preference towards counterfeits of luxury brands, especially Burberry in India.

Research Design:

Exploratory

Data Collection Methods:

Primary and Secondary Sources

Data Collection Tools: Primary-

Questionnaires and interviews.

• Secondary- Online journals, articles,

magazines and books.

Sample Design

Sample Frame: Consumers preferring luxury products

Sample Unit: Consumers in Delhi

Sample Size: 100 Respondents

→Method of Sampling:The method of sampling is Stratified Random Sampling →Sample:Consumers preferring luxury products in Delhi between age group of 18 years to 50 years→Data analysis:Annova, Chi Square and Mean.

Data Analysis

A majority of the respondents belong

to the 20-25 years age group.Most of the respondents are

female.A vast number of the

respondents were single.

All the respondents are able to distinguish a fake

product from a real one only sometimes.

20-25 years

age group:

most satisfied

with Price,

Quality and

Variety

26-30 years

age group:

Most satisfied

with

exclusiveness

31-30 years

age:

Most satisfied

with

Burberry's

services.

CONCLUSION

→ The respondents of age groups 26-30 and 31-35 purchase fakes if the country of the product origin is high because they feel that the product is of good quality.

→ Male and female respondents as well as single and married ones buy premium branded products because the prices are comparatively lower than luxury brands.

→ All respondents are neutral when it comes to buying fake products because they believe that they can get satisfaction from both fake and authentic products.

Recommendation

Based on the findings, strong legal actions can prevent the

counterfeit market from growing.

• Burberryplc.com (2015). Company History [online] Available

at:

http://www.burberryplc.com/about_burberry/company_history

[Accessed 29 Jan. 2015].

• EAT LOVE SAVOR, (2012). The History, Heritage and

Commitment of the Luxury Brand, Burberry EAT LOVE

SAVOR Luxury. [online] Available at:

http://www.eatlovesavor.com/the-history-heritage-and-quality-

of-the-luxury-brand-burberry/ [Accessed 29 Jan. 2015].

• Mail Online, (2015). Burberry's shaken off its ‘chav’ image to

become the fashionistas' favourite. [online] Available at:

http://www.dailymail.co.uk/femail/article-1023460/Burberrys-

shaken-chav-image-fashionistas-favourite-more.html

[Accessed 29 Jan. 2015]

References

• Gucci.com,(2015).Gucci - about Gucci. [online] Available

at: http://www.gucci.com/us/about/show [Accessed 5 Feb.

2015].

• Ukessays.com, (2015). Burberrys Market Position And Its

Competitors Marketing Essay. [online] Available at:

http://www.ukessays.com/essays/marketing/burberrys-

market-position-and-its-competitors-marketing-essay.php

[Accessed 29 Jan. 2015].

• Biography.com, (2015). [online] Available at:

http://www.biography.com/people/louis-vuitton-

17112264#synopsis [Accessed 5 Feb. 2015].