Investment In Manufacturing In The Uk Marketing Essay

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Burberry in 2012 was named the 4th fastest growing brand by both Interbred and
WPP, after Apple, Google and Amazon. It was in Interbrands Top 100 Global Brands
for the 3rd consecutive year, got the 'Inspiring Luxury Loyalty' award,.
Brand momentum, marketing innovation and product excellence underpin this
performance.
Momentum of the brand
Efforts to support this momentum is as follows.
Digital Synchronization
In the world of Burberry and Burberry.com, enable potioning more consistent brand
across all customer
World Burberry has supported retail sales as a platform for global inventory.
Brand integration
Discussion, fragrance and beauty partner of the company, the new management was
continued potential for business to unlock the potential of the brand in these new
categories.
Saudi Arabia is the latest business to move from a franchise model with the intention
of the new subsidiary with local partners.
Marketing innovation
To engage consumers in the world, connected to or use of the contents of its brand,
Burberry, he continued to expand the reach and impact through innovative
marketing.

World Burberry

Millions of visitors gathered during the year, the world of Burberry, held a suite
immersive content increasingly rich experience.
In order to release the formula the most luxurious in the product outerwear iconic
brand will enable the customer design, share, digitally delivered within 8 weeks,
Burberry Bespoke, the trench coat that is customized Please purchase.
Runway show experience of evolution, which connects the technology 360-degree
feed motor reactivity to enhance the ability of customers to explore online virtual
community or collection of Burberry brand in the world of society and live and
Instagram Twitter.
To play in the success of its marketing activities to recognize the increasingly central
role, technical systems and efficiency of investment in IT has continued integrity.
Social media
While tripling its followers in Twitter, Burberry continued to advance, its leading
position on the social media in more than double the luxury division of play YouTube
fans and Facebook. Visit to the art of the trench social media sites has increased by
more than 60%.
And on the other side of Youku, Douban social media platform Sina Weibo, China,
Kaixin001, branded content, had been further leverage via the Twitter account of the
10 regions.
The Tweetwalk before falling on the runway, they were able to be launched in
collaboration with Twitter, believers see the picture of men's and women's collection
for the first time.
Event
Burberry leverage digital technology, you can increase the reach and engagement
around the events leading brands. New initiatives, streaming the show womenswear
AW12, major brand in Beijing, about 7 billion for the event to the iconic outdoor sites
at Terminal 5 of Heathrow Airport in London and Liverpool Street station. have
included collaboration with Sina Weibo bring impression.
(March 31 in the year) of total revenue growth

Measure the attractiveness of the brand to consumers, it will go through the things of
our stores or department stores and specialty retailer of Burberry.
IE is the growth rate of the original change year-on-year at constant exchange
rates. 2008, * 2009 and 2010 are included in the results of discontinued operations
in Spain. 2010 has been expressed to exclude discontinued operations in Spain.
Increased by 23 percent year-on-year, the foundation - in 2011/12, Burberry's
revenue was 1857 meters.
Product excellence
It all begins with Burberry, combining a focus on continuous innovation and core
category, I end up with a superior product.
Outer core
To leverage the unique heritage of the brand, outstanding innovation and design
together, jacket, and continued as the main growth driver of the company's dominant
apparel category.
Supplementation program, supported by robust, outer, accounting for more than half
of the retail apparel sales mainline.
Men's focus
By leveraging the core strategy across categories of men's apparel and non-apparel
high potential, Burberry, he has made significant progress towards the re-use of
infrastructure menswear brand.
The department provides renewal of outerwear tailoring test, various extensions and
non-apparel, marketing activities and dedicated. Doubled over the year from a low
base tailoring for men and men in non-apparel, retail sales increased by 50% in the
mains.
Large Leather Goods
Check iconic brand, especially in the luxury leather and handbags Prorsum,
innovation of form design, materials and has led the continued strength of leather
products on a large scale.

12 minutes 2011 saw the continuation of efforts to compensate for the reduced
number of legacy issues that are consistent with the positioning of global luxury
brand Burberry. Substantial investment was in the years that wholesale brand
presence, with the addition of shop-in-shop, upgrade the closure of the account,
came out of the coat department. In Japan, most of the business of the company
Burberry continues to be carried out while merchandising and marketing activities
that focus on the global collection, terminate the license of a variety of non-apparel
under license yet.
Strengthen the non-apparel
Enhanced through further investment in product development, marketing, supply
chain, focusing on the categories of non-apparel penetration under the iconic
branding and know-how of design and merchandising of leverage Burberry.
In 2011 a 12-minute, accounting for 39% of record sales growth of wholesale / retail,
22% in non-apparel, it was a product of the company's largest division. In about half
of the retail sales of non-apparel main line, a large leather products, supported by a
robust replenishment program, it is still the backbone of this category.

Men's Accessories
Accounted for more than one-third of the growth Men's Accessories, it was the
largest non-apparel growth driver. Investment in marketing activities focused on the
product development has led to revenue increased by more than 50%.
Soft accessories
Continued growth and innovation cashmere iconic fabrications and prints is we
drove strong double-digit growth in both women and men's scarf.
(March 31 in the year) of non-apparel sales growth
Burberry big success of efforts, including measures to expand small leather goods,
scarves, shoes, belts, jewelry, into this category.
Income is the only retail / wholesale. IE is the growth rate of the original change
year-on-year at constant exchange rates. 2008, * 2009 and 2010 are included in the

results of discontinued operations in Spain. 2010 has been expressed to exclude

discontinued operations in Spain.
In 2011 a 12-minute, 22% increase in the underlying sales of non-apparel, accounting
for 39% of retail sales / wholesale. Men's Accessories is located while donating a
large portion of the growth in this category, representing about half of the large
leather product sales, of non-apparel, the core of non-apparel.
Global license
Burberry has signed a global license agreement: three glasses (Luxottica)
(Interparfums), and watch (Fossil) beauty and fragrance. The company continues to
work closely with these partners product development, marketing, and sales
activities on, we have carried out periodic reviews to ensure compliance with the
terms of its license agreement.
By aligning these products more closely to the Burberry brand image, the company
has continued to unlock the potential of the 2011/12.
Beauty and fragrance
Fragrance for women Burberry new body, the global marketing campaigns that are
synchronized across the region and all platforms, including outdoor advertising
iconic established through a partnership with Facebook, the activity sampling
presentation of the store with the impact, and television advertising supported by
launched. If the body was the most successful launch of the fragrance from the 19th,
to allow portfolio Burberry fragrance moving to ninth in the United States, the brand
so far.
Distribution of the Burberry Beauty launch, was extended in 2010 to less than
encouraging initial performance of 11 minutes. Currently available in the door
through burberry.com wholesale more than 70 of the world, the range was
introduced in the first Burberry store with the opening of Taipei.
Eyewear
Became a strong platform for future growth and sales growth well over a year
increased focus on the development and distribution of eyewear.
Clock

In the reaction of consumers to provide products that strong progress has been
enhanced further, I made my way to align the activities and distribution of luxury
brand and product positioning.
To accelerate the growth of retail-led
Corporate culture and processes to shift from static to dynamic models wholesale
retail model. Rather than to own Burberry store operations, retail-led growth, refer
not only to fundamental changes in the business structure of the Group.
Burberry, when it was named it "international retailer of the year 'in both and Oracle
World Retail Awards, and the National Retail Federation American retailer of the
year" in the Retail Week Oracle awards in the UK I was honored to receive the
prestigious award three retail. Burberry also was recognized for the best customer
experience in-store and online by the Institute luxury industry.
12 minutes of highlights from 2011 include:
Drive productivity
Improve productivity in the mainstream stores substantially, Burberry, continue to
invest in all aspects of the retail experience in the course of this year.
Including through the floorsets monthly, further integration of physical and digital
real estate, I drove a consistent brand message in all media.
Including the execution of replenishment and inventory management, retail has been
improved.
Customer focus
By connecting with customers better, to grow the relationship that has been
personalized to drive productivity and consistency, Burberry, he focused on customer
service.
To complement the existing centers in New York and London, opened a new center
in Hong Kong, customer service team, increased significantly. These specialized
facilities to support our 24/7 to your needs and luxurious live chat on the phone
language, e-mail, and 14 together.

In parallel with the training in order to provide excellent service to customers in

China and internationally, professional sales and service extension program, I was
completed in China.

Programmers and customized sales, dedicated client service has grown to 50 teams
in all regions globally in Burberry's most loyal customers. Increase in the area
through the provision of private services that are tailored to the needs of their
elevated, for these customers, there is a further investment in elevating the in-store
experience.
Real Estate Investment
Investment in the heart of the growing cluster core, Burberry retail footprint has
been expanded further. Flagship city is characterized by a wealthy local residents
above average GDP and strong flow of tourism. Together, these features provide a
degree of thermal insulation with respect to the global macroeconomic instability.
19% increase in average selling space, Canton Road in Hong Kong, included the
opening of a new large-format Rue Faubourg Saint-Honor in Paris, of George Street,
Sydney. 23 mainline stores open, ongoing efforts on upgrading the Burberry retail
presence was observed in key locations, including an extensive renovation 13.
(March 31 in the year) growth in retail sales
In addition to the (measuring productivity growth of existing stores) sales growth at
existing stores are included in the income from the new space.
IE is the growth rate of the original change year-on-year at constant exchange
rates. Sales growth at existing stores, tailored to the closure and renovations, are
defined as the annual growth rate in sales from stores that have been open more than
12 months.
Of total retail sales increased by 31 percent year-on-year basis. 14% sales growth at
existing stores (:;: 12%, H2 H1 16%) has increased. Average selling prices increased
again in stores mains driven by increased penetration of London dressed in women
and men. Acquisition of stores in China, contributed 31 percent from September
2010, a 6% growth in the underlying maximum acquisition memorial. Balance of 11%
growth came from new space.

Number of stores (as of March 31)

I measured out of the reach of retail stores around the world Burberry.
2008, * 2009 and 2010 are included abolition store operations in Spain.
2010 has been expressed to exclude discontinued operations in Spain. The number of
directly operated stores Burberry was increased in 27 of the 2011/12. These are the
five stores in Saudi Arabia that has been converted from franchise to retail rest closed
10 stores and the main new line of 28, 6, of the world with a new store 2 net in the
Americas, Europe, the region Pacific Ocean Asia through ( subsidiary with local
partners in June 2011 that contained 9 inclusive).
Under-investment in the market penetration
Under-investment in the market penetration and I focus on. Case of Burberry, which
are composed of both developed markets such as the U.S. and emerging markets
China, India, and the Middle East. Is used to optimize these opportunities of various
distribution channels and business models all.
12 minutes of highlights from 2011 include:
Involvement in China
Integration of the company's China operation has been established, strengthening
efforts merchandising, marketing, store services were utilized in order to increase
sales at existing stores 20 percent well.
I focus on the relevance of distance and intensifying marketing extension. Burberry
brand is chosen to achieve a leading position on the social media platform luxury in
China, launched a simplified Chinese version of burberry.com, with the think tank of
the "Digital IQ" the second highest in China, leading only L2 underneath.
The team's ability to develop further expertise and full-featured community, has been
developed. While benefiting from the services of the investment proposition is
intensifying, in stores, assortment has been refined to rise further, to meet the needs
of the country's emerging luxury consumer.
India, Middle East Development

The formation of a new subsidiary in Saudi Arabia with a local partner and two new
stores, this sub-region has been further developed during the year in India.
Central and South America building
Would continue to build our presence in this high potential area, Burberry, two new
stores were opened in Central and Latin America. Key luxury in the hub of Sao Paulo
and Guadalajara, store, brought to eight the total number in the region.
Entry into new markets
Recognizing the condition of the more volatile, potentially in emerging markets,
Burberry will benefit from local expertise, we have continued to work with partners
and franchisees in the country that has the experience it has been more limited.
Including taking the brand to the luxury market emerging Baltic states, Burberry has
signed a new franchise agreement.
Lifting the existence of wholesale
In the intense focus in order to improve the assortment and upgrade real estate,
through the wholesale channel, Burberry made a significant investment in the
presence of luxury brands.
On top of the 30 new women in the United States, men's shop-in-shops, accessories,
children's department store was opened by the key. Upgrade specialty store
distribution in Europe continued.
Burberry continued to build retail and travel partners in Asia, its presence in the
travel retail channel, particularly high growth. New Burberry store is located in the
City of Dreams in Macau, at the airport in Kaohsiung of Taiwan, it was held in the
East and the West Terminal.
Number of stores in emerging markets (as of March 31)
I will measure the reach of the Burberry brand in the high potential of these
countries.
Other parts of China, the Middle East, Eastern Europe, Russia, Brazil, India,
Southeast Asia, Africa, and Latin America include: emerging markets.

Among them, Burberry, 10 stores were added net 18 stores in emerging markets, two
each in Thailand, Middle East, India, China in Latin America. Of the 154 stores, 63 of
them directly, 97 are operated in China, India and the Middle East 7 ares of 5,22 in
Latin America. Balance is a franchise.
Pursuit of operational excellence
In order to be recognized as much for operational excellence as for excellence in
product and marketing, Burberry is continuing to pursue its goals.
With particular emphasis on merchandising, supply chain and information
technology, Burberry, he promoted the further operational improvements in 2011/12.
Merchandising
Technology investment
Prioritize technology investments across the enterprise, Burberry continued to take
advantage of. In the enhanced visibility of marketing metrics, such as margins and
inventory, as a result, centralized business intelligence team has been established
with a global responsibility for data management and reporting.
Replenishment and planning
Continued focus on the practical ability and replenishment, replenishment saw
penetration of style remains about half of the revenue of the main line. Planning and
execution has been further improved assortment. Global purchase more consistent,
provided a brand statement aggregation efficiency and the flexibility of the local
supply chain while to accommodate local preferences, increased over the store basis.
Supply chain
Investment in manufacturing in the UK
Apprenticeship, was founded in Castleford generate Woodrow knit fabric gabardine
trench coat with heritage of the brand, and to build them. In the new training school,
which is to develop a foundation for future skills in both places at the Castle together.
Additional investment bespoke Burberry trench coat, was held at the Castle to
support the production of the vast majority of which were conducted in the United
Kingdom.

Advance logistics
I was further strengthened with the execution of the logistics function. European
logistics activity was reconstituted with a new regional distribution hub designed
Piacenza, Italy to provide a significant speed advantage, cost and energy efficiency.
Information technology
Social work
Burberry has partnered with Salesforce.com to implement tools and processes to
enable connecting the constituencies all around better brand, the development of
social enterprises. Which included the launch of a global digital platform that
connects the Burberry chat friends and partners, dynamically.
Complete the SAP
Global implementation of SAP has completed the installation of the Middle East and
China. This large multi-year project, which forms the basis of the company's global
IT infrastructure.
Group continues to monitor the relationship between all the major supplier of the
entire global business closely. Governance process is in place for all major strategic
initiatives, supplemented by periodic review of the progress of the operation and
performance by senior management. These structures are reviewed to ensure that it
is possible periodically to support their growth global Burberry effectively.
(March 31 in the year) gross profit margin wholesale / retail
Measures, in particular, how efficiently their products Burberry sources.
2008, * 2009 and 2010 are included in the results of discontinued operations in
Spain. 2010 has been expressed to exclude discontinued operations in Spain.
Procurement by retail / wholesale, to shift from wholesale to retail, coupled with the
geographical shift to Asia and the advantages of price, gross profit margin is 68.1% in
2011 compared to a 12-minute margin of 64.9% last year Pacific Ocean rise 320 basis
points.
(March 31 in) operating income margin retail / wholesale adjustment

Investment to improve business processes, including Burberry and procurement

initiatives, measures of how IT and logistics is affecting their profit margins.
Adjusted operating margin has been described before exceptional items. 2008, *
2009 and 2010 are included in the results of discontinued operations in Spain. 2010
has been expressed to exclude discontinued operations in Spain.
The ratio of operating income to net sales retail / wholesale Burberry adjustment, an
increase from 15.6% in 2010 11 minutes 2011/12, to 16.4%. Modest operating margin
expansion was achieved additional space, after investing in new markets and central
functions.
Burberry has 4 brands:
BURBERRY PRORSUM
- The most expensive one. This is their luxurious, high end brand.
BURBERRY LONDON
- The more formal brand, than Brit. Cuts are normally slim and the quality is a bit
more well worked.
BURBERRY BRIT
- The known brand of them all. This is the brand on which Burberry is built upon.
Cuts vary
BURBERRY SPORT
- A sport inspired brand, inclined more towards the youth customer
http://2.bp.blogspot.com/_T961o3r1ib8/S5VzUJ_6XUI/AAAAAAAAHZI/TpPDQ6x
_1B4/s400/Picture+2.png
Burberry has various competitors that include:
Gucci
Prada
Coach,

Polo,
Armani, and
Dolce and Gabbana
Burberry's competitive positioning is suitable over the long term. While brand like
Coach and Gucci focus more on accessories and Armani and Polo focus more
on the apparel market, Burberry has succeeded in penetrating both the accessory
and apparel market while remaining a luxury good. Burberry has also succeeded
is positing itself between brands such as Polo Ralph Lauren and Armani in
apparel, and between Coach and Gucci in accessories. Burberry also has many
different lines within the Burberry brand. This allows for more high-end
goods and goods that would be feasible for purchase by the general population.
Burberry's
positioning of functional luxury is extremely competitive and will sustain over
the long-term period.

MARKETING MIX
PRODUCT
The products that define Burberry as a brand are:
Trench coat,
Perfumes
Brititsh
Body
Burberry Eau De Toilette Spray
Burberry Sheer Eau De Toilette
London
Burberry Holiday

The Beat
Sport
Burberry (Classic)
Burberry Touch
Burberry Weekend
Checks
Haymarket: check with Burberry Equestrian Knight
House: check without Burberry Equestrian Knight
Nova: The bigger check pattern. Nova check has a cream/tan background having
vertical and horizontal black and red stripes.
Supernova: larger than Nova . On a small leather good with Supernova check, has
only a diagonal stripe but does not have whole check.
Exploded: Exploded check which comes in metallic colors like silver.
Burberry keeps a product line with a lot of width and depth consisting of many
products. its products fall two main categories: fashion or continuity. Fashion
products are designed to be responsive to fashion trends and are introduced on a
collection-by-collection basis. Continuity products have life cycle which are expected
to last for a number of years.
PRICE
The Burberry brand uses price to depict high quality in an attempt to position the
product as the high quality leader.
A Burberry trench coat has the range from 2500 to 3500
A burberry Perfume has the range from 50 to 90
A handbag ranges from between 1100 to 1300
PLACE

The company has stores and franchises all over the world, and also sells through
third-party stores. Burberry has 475 stores in 48 countries. Burberry sells products
all over Europe, North of America and Asia with its own operated stores and
wholesale customers.
The licensing arrangements with Japan, which is very important luxury market in the
world. In North America, which is key area for future. In Europe, the brand's
repositioning in the Spanish market made effective progress, led by the opening of a
store in Barcelona, Burberry's was first in this important market.
PROMOTION
In the 1970s, the brand got popular with the British casual cult, which lead to it being
associated with members of football companies by the 1990s . Burberry has
attempted to brand itself with advertisements in
Vogue
Tatler
GQ
Esquire
and is known for using celebrities in its advertising, Kate Moss, , Jourdan Dunn and
Lily Donaldson, singer George Craig,actress Emma Watson, and Rosie HuntingtonWhiteley,
In 2011, Burberry built its position amongst luxury brands on Facebook, ending the
year with having five million fans, almost 200,000 followers on Twitter and more
than four million channel views on YouTube.

Distribution
Below is a chart which shows the distribution system of Burberry
http://htmlimg2.scribdassets.com/4515lrxqgwz7eut/images/7-c3e429247f.jpg
The distribution of the Burberry brands is achieved through the process of companyowned stores, and by company-controlled wholesale agreements with third-party
stockists, as well as through license agreements with partner rms like Japan.

Burberry markets have two clothing collections each year for summer and winter.
Primary orders from wholesale customers are received for summer ranges in the
previous June to October, while orders for the winter season are received by March
at the latest
http://htmlimg3.scribdassets.com/4515lrxqgwz7eut/images/9-425cd66c38.jpg

Marketing communications
Burberry marketing are managed from London. Any form of marketing
communication and activity are determined by the way provided by the London
team. There are three important strands to the Burberry communications model:
(1) Advertising.
(2) Fashion shows.
(3) Editorial placement
http://htmlimg4.scribdassets.com/4515lrxqgwz7eut/images/10-dc7d4e5f2a.jpg

LITERATURE REVIEW
Burberry of Britain
http://www.ukessays.com/essays/business/burberry-of-britain.php
Emma Watson is globally very popular for her Harry Porter movies for years now.
Her popularity as a leading style icon she has a huge fan following, the brand uses to
capture a new young set of customers. Watson's catwalk at the London fashion week
in 2011, helped the company to raise its profile in UK .It can also be seen that the
new ad campaign helped the brand to attract more customers resulting in sales
Using Emma Watson as the face of Burberry has also helped the brand to increase
the demand for handbags and pull on scarves called snoods. However, It seems a bit
risky decision for Burberry as she is bound to get a older.

Burberry joint venture targets India's brandaware middle class

http://www.perthnow.com.au/business/business-old/burberry-joint-venturetargets-indias-brand-aware-middle-class/story-e6frg2qu-1225800045109
Buberry is to expand its grab in India, a market in which the rich are thriving because
of a soaring stock market. The company operates its two Indian stores through
a franchisee agreement with Media Star, an Indian group. That arrangement will be
dissolved when the new joint venture is formed.
STOCK CHART OF BURBERRY
One Month Chart for BURBERRY GRP
http://www.guardian.co.uk/business/burberrygroup

Burberry sticking to global expansion targets

http://www.bbc.co.uk/news/business-20234604
Burberry has told the BBC that it is sticking to its expansion plans, regardless
concerns about the impact of the downshift on luxury brands.
Burberry's profits rose, its pre-tax profits for the six-month period fell
Burberry has been diversifying its range of products and has opened new stores in
Milan, Rome and Hong Kong,

Burberry fashions strategy to target Indian high

net worth individuals
http://articles.economictimes.indiatimes.com/2011-1011/news/30266680_1_india-and-china-angela-ahrendts-burberry
Burberry is trying to reach out to high net worth individuals (HNIs) in India and
China.
In India, Burberry has more half a million Facebook fans. Burberry has changed
its marketing strategy in reference with the demographic changes in these growth
markets.

Straddling two worlds

http://businesstoday.intoday.in/story/innovation-burberry/1/20187.html
Burberry exploited the opportunities offered by the e-commerce and social media by
making its online experience distinctive and 'branded' just like in-store experience.
By doing so, it widened its reach to global audience.
Customers can view the show on their iPads, click on a product they like and have it
delivered in a few weeks via Burberry's 'Worldstore' portal. With technology and the
Internet, Burberry has evolved one of the most recognizable and demanded fashion
brands in world economies like China - Burberry's revenue is expected to increase by
27%

RESEARCH METHODOLOGY
RESEARCH OBJECTIVES
To Study the brand Strength and recognition of Burberry
To study the loyalty of customers towards the brand
To study the various strategies and distribution system of Burberry
To do the competitive analysis of Burberry with various other brands

SAMPLE DESIGN
Since there are time and resource restraints, a specific population had to be
identified in order to generalize and create relevant segments. Thus, the sample size
decided contains 50 respondents and these 50 comprises of male and female. The
population for this research are professionals residing in London out of which owns a
Burberry Product. The city was chosen on convenience basis. Convenience sampling
involves using samples that are the easiest to obtain and is continued until the
sampling size that is need is reached.
Type of Research: Descriptive Research
Sample Size: 50 people
Sampling Technique: Convenience

Quantitative approach will be used where substantial datasheets as well as the

inclusion of tables and statistics shall be made.

DATA COLLECTION
PRIMARY DATA: Primary data is fresh data collected and used first time in research.
The primary data is collected through personal communication. Data was taken by
questionnaire method which is directly collected from relevant respondents in
various markets of London.

SECONDARY DATA: As name suggest, secondary data means data which already
exist somewhere. It might have been used somewhere and we just have to collect it.
The secondary data is collected through media advertisement, company's catalogue &
poster or through website or internet, existing databases , published articles,
biographical accounts .

DATA INTERPRETATION AND ANALYSIS

1. Which Burberry product(s) do you have?
Perfume
Scarf
Bag
Rain coat
Shirt
Others

product * age Crosstabulation

Count
age
Total

15-25
25-35
35-45
45-55
Product
perfume
1
3
4
2
10
scarf
2
2
1
1
6
bag
1
1
5
4

11
overcoat
1
2
4
5
12
shirt
3
2
1
0
6
others
2
2
1
0
5
Total
10
12

16
12
50
Above survey depicts that majority of the respondents have overcoat bags and
perfumes of Burberry. Respondents between the age of 35-55 prefer buying bags and
overcoats. Others go for mostly perfumes shirts and scarf
2. I purchase a Burberry product because of its high quality
Strongly Disagree
Disagree
Neither agree nor disagree
Agree
Strongly Agree
According to the survey majority of the respondents agree that they purchase
Burberry Products because of the high quality. Burberry Products are known for its
high quality and long life.
3. I would purchase Burberry products even if they get more expensive than now
Strongly Disagree
Disagree
Neither agree nor disagree
Agree
Strongly Agree
We can see from above that more than half of the respondents will still buy burberry
products even if the prices go higher. This shows that burberry has a very strong
preference by consumers. Less than half respondents would want to switch to some
other brand.

4. If the price of the Burberry product gets increased, how much would you be willing
to pay for it?
0%
1-5%
6-10%
11-20%
more than 20%
Strong Brand loyalty can be seen in the above survey question. Burberry has a good
hold in the market , its customers are willing to still purchase the products even if the
prices go up by 20 %. More than 40 out of 50 respondents will still purchase the
product when the prices increase.
5. I normally buy Burberry products which have just been launched in the market
Yes
No
According to the above survey respondents/customers like to keep up to date with
the trend and new products launched by burberry and purchase it when something is
launched by the brand.
6. I normally buy traditional Burberry products (classic products of burberry e.g bags
shirts overcoat sweaters etc )
Yes
No
As we can see that majority of the consumers like to buy traditional products of the
brand like shirts , overcoats , bags , sweaters etc (Burberry Brit) other than Burberry
designer wear (Burberry Prorsum)
7. I purchase Burberry products because it is status symbol
Strongly Disagree

Disagree
Neither agree nor disagree
Agree
Strongly Agree
Survey says that majority of the respondents buy burberry products with keeping in
mind that it will be a status symbol. Burberry is a brand which shows status of a
consumer because not all classes can afford burberry products. It is for elite classes
of the society
8. I want others to recognize that I am wearing a Burberry product
Strongly Disagree
Disagree
Neither agree nor disagree
Agree
Strongly Agree
According to this survey majority of the respondents neither agree or disagree to the
idea that they want it to be recognized easily that they are wearing or carrying a
burberry product, where as around 20 respondents do want others to see that they
are wearing the brand
Please rate the following in terms of:
9. Quality:
Very low low high very high
Burberry
Dolce & Gabbana
Gucci

Prada

Burberry * Gucci Crosstabulation

Count
Gucci
Total
very low
low
high
Burberry
high
2
21
12
35
very high
8
7
0
15
Total
10
28

12
50

Burberry * DnG Crosstabulation

Count
DnG
Total
Low
high
Burberry
high
29
6
35
very high
13
2
15
Total
42
8
50

Burberry * Prada Crosstabulation

Count
Prada
Total
very low
low
high
Burberry
high
13
11
11
35
very high
9
2
4
15
Total
22
13
15
50

The above survey depicts that in terms of quality Prada , Burberry , D & G then Gucci
are preferred respectively. Burberry is known for its quality in the market, people go
for burberry products because of its high quality products. Gucci is considered less in
quality when compared with Burberry.
11. Price:
Very low low high very high
Burberry
Dolce & Gabbana
Gucci
Prada

Burberry * DnG Crosstabulation

Count
DnG
Total
very low
low
high
very high
Burberry
very low
0
2
1

0
3
Low
1
6
0
1
8
High
8
9
4
1
22
very high
4
5
7
1
17
Total
13

22
12
3
50

Burberry * Gucci Crosstabulation

Count
Gucci
Total
low
high
very high
Burberry
very low
0
2
1
3
Low
0
5
3
8

High
4
13
5
22
very high
1
12
4
17
Total
5
32
13
50

Burberry * Prada Crosstabulation

Count
Prada
Total
low
high
very high

Burberry
very low
1
0
2
3
low
2
0
6
8
high
2
13
7
22
very high
3
5
9
17
Total

8
18
24
50
In terms of price Burberry is considered pretty expensive. D & G and Gucci are
considered less expensive brands and Prada is given the most expensive. Burberry
Products are stated expensive by the respondents and think the prices of the
products are a little too high. Recently Burberry as revised its prices and made the
products even more expensive.
12. Fashion:
Very low low high very high
Burberry
Dolce & Gabbana
Gucci
Prada

Burberry * DnG Crosstabulation

Count
DnG
Total
very low
low
high
very high

Burberry
low
0
3
8
0
11
high
3
14
5
0
22
very high
0
7
8
2
17
Total
3
24

21
2
50

Burberry * Gucci Crosstabulation

Count
Gucci
Total
very low
low
high
very high
Burberry
low
4
1
6
0
11
high
5
15
2

0
22
very high
5
5
3
4
17
Total
14
21
11
4
50

Burberry * Prada Crosstabulation

Count
Prada
Total
very low
low
high
Burberry

low
6
3
2
11
high
7
12
3
22
very high
8
5
4
17
Total
21
20
9
50
In terms of fashion Burberry is a high fashionable brand as compared to all three
brands, followed by D and G. Gucci and Prada are considered less fashionable, when

asked why respondents stated that Gucci and Prada are very based on more elegance
and subtle. They are very plain when it comes to fashion.
13. Exclusivity:
Very low low high very high
Burberry
Dolce & Gabbana
Gucci
Prada

Burberry * DnG Crosstabulation

Count
DnG
Total
very low
low
high
very high
Burberry
very low
1
0
0
0

1
low
3
5
3
0
11
high
2
6
5
2
15
very high
3
7
12
1
23
Total
9
18

20
3
50

Burberry * Gucci Crosstabulation

Count
Gucci
Total
very low
low
high
very high
Burberry
very low
0
0
1
0
1
low
3
3
5

0
11
high
3
10
0
2
15
very high
15
5
2
1
23
Total
21
18
8
3
50

Burberry * Prada Crosstabulation

Count

Prada
Total
very low
low
high
very high
Burberry
very low
0
0
0
1
1
low
2
8
0
1
11
high
1
8

6
0
15
very high
5
8
6
4
23
Total
8
24
12
6
50
In terms of exclusivity Burberry is considered an exclusive and trendy brand. It keeps
on launching new products time by time with new styles, logo, pattern ,checks,
fittings , colors, product line and range etc, followed by Prada and then D & G. Gucci
is considered less exclusive by the respondents.

FINDINGS AND CONCLUSIONS

Burberry has a very strong brand loyalty. Customers would like to stick to the
product even if the prices increase
Burberry has an edge to its competitor brands in terms of quality, style, status
symbol, exclusivity

Customers think the price of Burberry products is high

Stock Prices of the Public limited company has risen up over time
Burberry is to expand its presence in India, a market in which the ultra-rich are
thriving because of a soaring stock market.
Burberry's revenue is expected to rise by around 27 per cent to $1.5 billion, with
operating profit close to $300 million.

SUGGESTIONS
As having very close competition Burberry should decrease its prices so as to increase
sales and keep the grab on the existing markets
As Burberry has very strong brand loyalty it should diversify or introduce a new
product line ,example cosmetics, undergarments etc
Burberry should start selling expand its market, tap new markets.
it has already stores in 48 countries, it should focus on more intensive distribution as
the brand has acquired recognition and is acknowledged globally. While Distribution
It should license more arrangements like it did with Japan.
As Emma Watson is a youth icon and the face of Burberry , it should consider
changing because It seems to a bit risky decision for Burberry as she is bound to get a
bit older.
Burberry should introduce a line which is cheaper(as Armani did by introducing
Armani exchange) so as to target all types of classes.