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Burberry uprise and downfall

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01 Burberry Marketing Strategy: Failure and Revitalisation Group Members: 0517504 0625284 0625290 0519593 0525607 0509508
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Contents 04
[object Object],[object Object],[object Object],Objectives 02
[object Object],[object Object],[object Object],[object Object],Background 03
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Mistakes 04
[object Object],05 The Burberry product/brand model
Existing Markets New Markets Existing Products New Products 06 Ansoff Matrix Diversification N/A Market Development Diffusion ranges in mid 1990s for wider audience (Younger Consumers) Product Development Burberry Accessories i.e. stadium hats, handbags, toys, fragrances etc. Market Penetration Classic garments for existing target market (Trench coats, outwear, etc)
[object Object],[object Object],[object Object],[object Object],07 Failure: Lost Brand Identity
[object Object],[object Object],[object Object],[object Object],[object Object],08 Revitalisation
09 Retail Lifecycle
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],10 Maintaining Success: Recommendations
Regional Revenue 11
[object Object],[object Object],[object Object],[object Object],[object Object],12 Summary International Sales
[object Object],[object Object],[object Object],[object Object],[object Object],13 Overall Marketing Strategy
Existing Markets New Markets Existing Products New Products 14 Ansoff Matrix (UK) Diversification N/A Market Development Convert upper-class non-users Product Development New offerings i.e. in accessory market Market Penetration Winning customers and expanding value-added partnerships
[object Object],[object Object],[object Object],[object Object],15 Overall Marketing Strategy
Existing Markets New Markets Existing Products New Products 16 Ansoff Matrix (Abroad) Diversification N/A Market Development Invest in high potential markets abroad i.e. Eastern Europe Product Development Developing niche accessories for e.g. in 2005 Burberry successfully extended their apparels to include golf wear in Korea Market Penetration Winning customers; upgrading distribution channels
[object Object],[object Object],[object Object],[object Object],17 Conclusion
[object Object],18 THANK YOU FOR YOUR TIME!
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],References 19
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],20 References cont

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Burberry uprise and downfall

  • 1. 01 Burberry Marketing Strategy: Failure and Revitalisation Group Members: 0517504 0625284 0625290 0519593 0525607 0509508
  • 2.
  • 3.
  • 4.
  • 5.
  • 6.
  • 7. Existing Markets New Markets Existing Products New Products 06 Ansoff Matrix Diversification N/A Market Development Diffusion ranges in mid 1990s for wider audience (Younger Consumers) Product Development Burberry Accessories i.e. stadium hats, handbags, toys, fragrances etc. Market Penetration Classic garments for existing target market (Trench coats, outwear, etc)
  • 8.
  • 9.
  • 11.
  • 13.
  • 14.
  • 15. Existing Markets New Markets Existing Products New Products 14 Ansoff Matrix (UK) Diversification N/A Market Development Convert upper-class non-users Product Development New offerings i.e. in accessory market Market Penetration Winning customers and expanding value-added partnerships
  • 16.
  • 17. Existing Markets New Markets Existing Products New Products 16 Ansoff Matrix (Abroad) Diversification N/A Market Development Invest in high potential markets abroad i.e. Eastern Europe Product Development Developing niche accessories for e.g. in 2005 Burberry successfully extended their apparels to include golf wear in Korea Market Penetration Winning customers; upgrading distribution channels
  • 18.
  • 19.
  • 20.
  • 21.