Competitive Marketing Strategy: Burberry's Luxury Brand

Competitive Marketing strategy:

To develop a competitive marketing strategy for Burberry, One of the very first steps taken was to unify the brand. Initially Burberry had 23 licenses where the varied in many diversities like Arendt’s said “something for everybody, but nothing exclusive or compelling” and the Brands CEO Ahrendts believed in One Brand Mantra. In order to achieve that chief designer Christopher bailey was renamed as Chief Creative officer so that every activity taking from product design to store design and creative marketing. Down the lane to achieve unification as a Quintessential British brand they disbanded design teams in UK and Hong Kong, closed New Jersey and decided to design everything from England. Instead of federating

This way Burberry has became the first fashion luxury brand to pioneer in digital marketing.

STARS: Trench coat has been the star of Burberry since the time Mr Thomas Burberry won a contract to supply trench coats to the British army. Later on it was worn by established actors/actresses in movies. It has a large market share in clothing segment. Considering the facts there is no other brand has the heritage of trench coat. Trench coats is already established and associated with Burberry. Though they need to invest in redesigning/revive it to match the developing trends.

CASH COWS: Burberrys men’s and women’s apparel is definitely the cash cow as this accounts to 55 % of the total revenue generated by the Brand. Since it regularly generates cash flow, which in turn can be re invested in accessories and beauty to bring it from a question mark to either a star or cash

Though it accounts to 5 % of the total revenue still there is no significant increase in their sales comparatively with the other segments over 6 years. It may not require proportionate cash but it holds the capital investment that can be used elsewhere.

So their marketing should be focusing more on recognized trench coats and Non apparel goods and beauty.

The scope for the marketing strategy which Burberry adopted can be attained from ansoff matrix.

Core Strategies: Burberry’s core strategies as per their annual report are as follows: LEVERAGE THE FRANCHISE To develop a quicker response of the customers and operate more efficiently and effectively, through more tantamount use of brand assets and greater penetration of its global organization.

• Marketing Innovation: www.burberry .com : The site otherwise known as The Burberry world is the greatest effort of the brand to build a Burberry community around the world.

Featuring in 6 different languages & its penetration in 45 countries which allows customers to access with all its aspects from Heritage, music, video and full product offer.

Also this online luxury shopping experience has a customised service application that allows customers to call and chat with the sales staff in real time and in 14