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The Brand
Burberry is a British global luxury brand and has become synonymous with it’s quality, innovation and style with a multi generational appeal and key competency in womenswear, menswear, non-apparel and childrenswear.
Rated among the top ten global brands , Burberry possesses one of the most recognized icon portfolios in the world, including the classic trench coat, trademark check and Prorsum horse logo.
The concept
“ I really started thinking about Burberry make-up when we were working on the show several years ago. I was looking at all the
different ways the Burberry girl expressed herself and it was the only element missing when you circled her world and her attitude.”
Christopher Bailey
“Her make up is as light and natural as the trenchcoat that she effortlessly throws on.”
Christopher Bailey
‘Effortless Elegance’
The iconic Burberry trenchcoat
Classic EleganceInnovative
• Capitalize on Burberry brand momentum• Dominate beauty and news pages• Use star products, Burberry runway
collections to keep up the momentum of the collection
• Position line as natural, elegant and natural part of the Burberry world and the Burberry girl look
• Focus on ad campaign products at launch time as well as introduction of a new Burberry collection
• Women, trans-generational • core target: 25- 40 years old• Urban, Modern, Educated, Beauty- Addicts, Past
Purchasers of Luxury Products• Who like innovation and creativity• Shop at retailer exclusively selling Burberry BEAUTY
SheerNaturalBreathableLightweight
Warm SoftNatural understated coloursBritish weather shades
ArchitecturalInnovativeModern and clean linesBurberry signature with the etched metallic check detailing
Timeless eleganceQuiet luxuryIconic style
VISUAL
PACKAGING
ATTITUDE
CONCEPT
Timeless Sophisticated
Glamour Sensual
Glamour Metropolitan
Masculine/Feminine Powerful
Natural Style Relaxed Attitude
Elegance Metamorphism Hollywood Style
Strong Colors
Effortless Elegance
Effortless Mascara
1200 THBEye Definer910 THB
Sheer Eye Shadow
1300 THB
Sheer Foundation
1950THB
Sheer Compact Foundation 2200THB
Sheer Powder1850THB
Light Glow1770THB
Warm Glow1600THB
Lip Definer870THB
Lip Glow1150THB
Lip Cover1250THB
ArchitecturalModern and clean linesIn line with fashion boutiques
Burberry ambassadors
Dedicated to all local training, in-store events, PR events
Special appearances on counter or pre sale events before openings
Wendy Rowe
Gina Kane (Europe, UK)
Marie Lanne (Europe, Asia
Valeria Ferreira (Europe)
Rafael Pita (Middle East)
3 Formats of Training Book
1. Full Day2. 2 hours3. 30 minutes
Covering:• The Brand• Christopher Bailey• The last Highlights• The Collection• The Inspiration• The Products in Detail• The Campaign• Selling Techniques• Wendy’
PESTLE Analysis
• Political– Fluctuation over the last 6 years– Corruption rate (88th)– Imports tariffs & VAT– Impact on personal income tax rates
• Economic– GDP (ppp) at $646 Billion (25th)– Low interest rate at 2.5%– Strong THB
• Social– One of the major market in Asia– 10% Annual growth rate– THB 50 Billion domestic sales in 2010– Fragrance and Cosmetics are two tops in the
industry
• Technological– Results from political sector– Corruption & infrastructure– Low level of research and developments
• Legal– Consumer law• Hydroquinone, Retinoic Acid, and Ammonia Mercury• Adverse effects
– Labelling requirements– Advertisements inspections
• Environmental– Hot climate– Sunscreen protection
Processes
• 5 beauty advisors in each location• Abilities to support customers with only two
locations• Given knowledge on the product ingredients
and benefits• Various range of skills in retail handling• After-sales services• Sales return
CRM
• Provide better selection of products• Better customer services• Provides variety to serve different group of
customers• Information analysis– Membership– Feedback form– Observation
• Analysis software\
Distribution
• Luxasia– Located in 10 countries– Represents (in Thailand): BCBG, Bvlgari, Calvin Klein,
Cerruti, Davidoff Parfums, Dolce & Gabbana, Esprit Scents & Senses, Kenzo, Lanvin, Lolita Lempicka, Moschino, Nautica, Salvatore Ferragamo, and Valentino
– Two major transportation modes are in used– One warehouse available in inner area of Bangkok– Distribute to 20 locations of Central and The Mall
group throughout Bangkok
SWOT Analysis Strength
• Good original Burberry’s brand image • Strong iconic colors (easy to recognize)• Brand already is well known• Could use the brand’s customer data
Weakness
• Few distribution channel (few branches)• Still new in Cosmetic market comparing to
other competitive brands• Not noticeable Advertisements & Promotion
Opportunity
• Could build up from the original Burberry base customer
• Brand’s name already recognizable
Threats
• Many Competitive brands (makes high switching costs)
• Cosmetic market in Thailand is very packed • Competitive brand already launched many
years
Competitor Analysis
Chanel Strength -Strong distribution channel -Good brand image
Weakness- High price- Few promotion