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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].