Burberry scarves Case Study

 Essay regarding Burberry Example

(TASK: Develop a Marketing and sales communications plan pertaining to a marketing issue /

oppertunity that you identify. )

Reinventing Negative Brand

Photo: Burberry

Subject Page Amount

Executive Brief summary........................................................................

Context Examination............................................................................. History and Guide.................................................... SWOT Analysis............................................................ PEST Evaluation.............................................................. Burberry and Self Completion..........................................

Promotional Goals..................................................................

Marketing Communications Technique...........................................

Promotion Combine................................................................................. Advert Marketing campaign.......................................................... Events........................................................................ Celebration Sponsorship.........................................................

Setup................................................................................ Resources......................................................................................... Recruiting.......................................................... Physical Solutions.........................................................

Evaluation and Control..................................................................

Referrals........................................................................................

Appendices........................................................................................

Executive Summary

Framework Analysis

Background Overview

Since being founded in 1856, the Burberry shawl brand has grown into a throughout the world recognised luxurious brand, recognized by their hallmark check design. After developing into an emporium after four numerous years of trading, Burberry shawl developed the ‘Tielocken', that has been adopted by the British armed forces during the Boer war, which in turn ensued the War Business office to commission rate custom jackets for the army, therefore the ‘trench coat' was created. The Burberry scarves check, originally only utilized as lining on layers, was launched as an outside pattern on bags, neckties and other items in 1967.

Burberry were now being seen as a sign of being a ‘chav' back in the 1990's. Solomon (2010), declares that a chav matches " flashy brands and accessories from big names such as Burberry shawl, with observe suits”. Persons would duplicate the celebrity trend of wearing multiple amounts of Burberry scarf. The more common it became, a lot more the image of the trademark was degraded. Burberry likewise lost a selection of their luxury photo when they begun to produce inexpensive items inside the classic examine, such as hockey caps and scarves. This kind of led to a devaluing of the trademark. The image was not helped by simply over-seas creation of fake Burberry shawl items, which could be purchased online and on streets markets to get a fraction of the value. In recent years, Burberry has made an attempt to re-brand themselves. Kate Moss was your face of 1 of their promotions which was certainly not successful pertaining to the company. Because said simply by Rita Clifton, of Interbrand (2004) " Moss is not up market. She is aspirational for a complete range of ladies, highly attainable and offers helped democratize luxury brands. She helped bring instant availability that has not been there prior to and an immediate volume [sales] hit. ” It is recommended that Burberry scarves produces a fresh campaign that re invents the chavvy brand image that it has maintained through the past decade. To do this they have to create a campaign that proves the brand to become classic, since it truly is, rather than modern day and chavvy.

SWOT Analysis

A SWOT analysis shows the strong points, weaknesses, options and risks of Burberry shawl as a brand....

Recommendations: Solomon, M. (2010) Consumer Behaviour: A ecu Perspective. Harlow, Essex: Pearson Education Limited. 4th edn. Bamossy, G. Askegaard, S. Hogg, Meters.

Day, M. (2004) Burberry doffs really cap off to ‘chavs'. London: Media Guardian. Offered by: http://www.guardian.co.uk/media/2004/nov/01/marketingandpr (Accessed: 20th Nov 2010).

Blythe, J. (2008) Essentials of promoting. Harlow, Kent: Pearson Education Limited. next edn.

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