A Company Marketing Spotlight Report Presentation

Ce’Erica Roland FergusonBUSI 265-Priniples of Marketing | Winter 2016

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.

Luxury Goods (Products and services… product development and innovation)

women’s wear | men’s wear | children’s wear

Luxury Goods (Products and services… product development and innovation)

accessories | shoes | bags | house and home goods | fragrance | beauty

Finding Their Place(Market entry/ market expansion)

▪ Outer Wear

▪ Service Uniforms

▪ TRENCH COAT

▪ Exclusive

▪ Young target market

▪ Product differentiation

Collaboration Efforts(Alliances, Partnerships, and Joint Ventures)

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.

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.

Burberry’s Past(Marketing success and failures)

Successes

▪ Romeo Bekcom 2015 campaign

▪ Snapchat Fashion show streaming SS16

▪ Artofthetrench.com 2009

Burberry’s Past(Marketing success and failures)

Failures

▪ High content marketing lost brand identity

▪ Kate moss drug Scandal 2005

“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.

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.