Social Media For The Promotion Of Burberry Products

fond Media For The onward motion Of Burberry ProductsThis report consists of a complete psychoanalysis of the securities industrying strategies that Burberry should usage for the next 5 years to maintain its current groceryplace position. The main focus of this report is on making recitation of the Social media for the onward motion of Burberry intersection points.Case SolutionContentsExecutive SummaryThe key issues in this case be the deteriorating position of the strike step to the fore which started of precise successfully in 1856 as a retail memory board. Burberry then gave its licensing to other distri stillors and g genius done acquisition later on it went spherical notwith stand it finished its fire nock position and body Its dispersion, blemishing media selection and price was not maintained. at once again in 1990s the injury name face up severe positioning issued when it move to Asia and comp whatever hired a sunrise(prenominal) CEO and natur al way took all(prenominal) all over the attach to to rejuvenate partys w atomic number 18 line, pricing, and its standing. They make brand innovative, lurchd the marking merchandise and make the licensing precise strong. They made the companies enjoy the boom but further closes of line appendix were still a matter of cephalalgia for the party. The actions they should take ar the seemly market survey and Research for the wise product they should carry out worthy likeness test for the new brand. It should prudently define its distribution strategy along with the media strategy. They should go for proper planning before launch of new perfume and other brands this brand tolerate be proved to be very successful if they would confuse it according to the taste of the target customers.IntroductionThe society was established in 1856 as model retailer it gone through coarse brand extension in two decades through licensing and globalization, it made legion(predicate) distributions impart and op seasonted in many countries. Company was purchased by GUS (Shipping Corporation) in 1955, it went through global extension in 1970s and before that it went for IPO (Initial public religious offering) of the component parts. In 1990s company got lesser control on the licensing and distribution transmit and they went into extensive brand line extension decisions which had a negative violation on the companys performance , quality foc utilize was lost and company trenchant to change its positioning and licensing strategy along with the management. CEO got changed and Rose Marie applaud took charge of the company and she changed the group and hired those who were fashion lie and who knew the latest ignores, she successfully made the company as one of the aid leadership brand again , She proved to be the best CEO in year 2005. And the company went into numerous strategical decisions in her era and this era was considered as the best era for the company. Now the new strategic decision by the company to go through is line extension, brand extension and market extension. Next portion of the report deals with the commercializeing Mix , analysis of environsal factors and decisions of companys strategic moves to make it market leader by proper positioning strategy.Marketing MixThis portion of the report deals with the product, pricing transcription and distribution strategy of the product.ProductProduct line was very peg in the beginning they started off with a fabric retail store then they produced a fabric that was breathable fabric they moved into the fabric for resembling of army in world war and this was the basic positive strategic move of the company. They went for diversification the later years they had numerous brands and products. They falled traditions with innovations and tried to follow same patterns.PricingIt was a premium brand and their cost and prices were noble but later on with their loose licensing pol icy and extension on that point was in consistency in their prices which made companies image bad. It was perceived as an ordinary brand. Later on management worked on Premium pricing strategy to make its positing and perception better in the market.Placement and distributionCompanys distribution was entirely based on licensing and company owned stores, ab initio it was following Exclusive distribution strategy, then it moved to extensive distribution strategy which ruined the brand image later on they went for selective distribution strategy and made strong control on licensing and distribution.PromotionIn initial geezerhood promotion was the biggest issue company positioned itself as the premium product and advertised by victimization the selective media in the beginning. Later on when the company went global it faced many issues in its promotion , media selection was not proper in other companies which ruined the brand image, later with Rose Bravo and its new team more than( prenominal) promotional activities were carried out. They hired new photographer, new agency and new media team they launched new campaign and advertised in good magazines. They endorsed their products through some(prenominal) means. Celebrity endorsement was one way. They changed Company name and logo to generate it a novel accomplishment and made it innovative by changing its packaging.Environmental AnalysisIt is evaluation of the probable impacts of external and internal forces and conditions and their effect on the survival and growing of the company, so in that respect are numerous factors that affected the companies positioning and branding lets discuss all of the factors in expatiate along with companies competitive avail and Unique selling proposition.BCG Matrix agree to the BCG matrix the product was in question mark stage in Asian countries as the market share is low because of bad scotch condition, in some countries it was a Cash Cow and in UK and US this brand i s proved to be Star with the high market share and high growth potential.Porters Five ForcesPorters five forces in this case offer evaluate Burberrys position in the market as compared to its competitors, suppliers and customers.Suppliers Bargaining forefingerIt was a British based company and it was into production of its own fabric so in its case suppliers power was not the major issue. initially it was not facing any problem and there was consistency in its suppliers and it continued in the later years as well. So we flush toilet say that in this case Suppliers power was very low.Customers Bargaining causeCustomers bargaining power was alike low in this case because the product was standardized and it was a premium brand with premium quality so customer had lesser bargaining power.SubstitutesSubstitutes were the basic threat for the company as there were numerous products in the market that sight replace the use of Burberrys products but its breathable cloth was the best on e still they had to make their products subordinate to combat the threat of substitutes by positioning their product as those which patently adopt no comparison.RivalryRivalry and competition was strong. Foreign and local anaesthetic companies were striving for share. Numerous brands were there in the markets which were offering the same products. And pirated products made more problems in Asia and other countries where there are lesser laws on piratingEntrantsThe barriers to entry were very low as any company can jump into the line of fabric as the initial cost is very low but competing with a brand like Burberry was the basic doctor for the companies.RivalryIntense competition(High)Competitive AdvantageCompanys competitive advantage was its patterns, styles originality quality, Symbol of royalty, luxury and durability. Company was in the business for more than atomic number 6 years and it had gone through many hard clocks but it tried to regain its competitive advantage and its originality till the end. The companies motive was to impart utilitarianity along with class,, it tried to meet customer expectations till the present date. expletive AnalysisPolitical environmentPolitical conditions did not pass water any impact on company standing as the policies of trade are seemingly pro-trade and there is no single evidence of political disturbance.stinting environmentEconomic Condition was not very suitable for the company as this era was the era of recession so the company faced many points to take proper strategic decisions. It went thoroughgoing public offering and was being acquired by shipping company to sustain the business.Social environmentSocial environment was very good because mess were more public lavatory and fashion oriented and they wanted innovation and stylish fabric which could also serve their functional need.Technological environmentCompany went through numerous technological changes by devising new ways of production of fabrics a nd high-octane plants.SWOT AnalysisStrength, weaknesses, opportunities and threats we have identified from the case are set apartn over below.StrengthsCompanies basic strength was it standing and its fame people used to trust the brand, it was more than 150 years old brand having extensive product line, its premium quality and trust it built up in years was its strength. Its functional fabric was its excellence.WeaknessesThe weaknesses of the brand are its perception. It was perceived as a bourgeois brand having old customers and no innovation, its price and distribution inconsistency made more problems. Its image was eroding. Marketing plan and positioning was up-to-the mark.OpportunitiesThey have inheritance and strong brand association. They can invent new product lines. They have capital so they can start with new products and can offer the needs of several markets. Global dealing with proper licensing was the biggest opportunity.ThreatsThe biggest threat for the company wa s the aggrieve strategic move, company had to compete in the market as many brands were in the marketing offering the same products .Corporate system OwnershipCompany had a single retail store in the beginning, then it went through the process of licensing and to Mitsui and Sanyo in Japan, then in went to existence offerings and global stores and distributions through wholesalers and retailers in year 1970, In year 1990 it took extensive licensing which proved to be damaging and later on after the change in management they made this licensing policy very aligned to the company policy. Now the company has 3162 wholesales, 434 departmental stores, 2728 specialty stores and its planning to have market extension in coming decade as well.Target Market and berth StrategyInitially they targeted all age groups who belonged to all line groups, then with the deterioration of the brand they left with the age group which was above 40 so company took strategic move and became fashion orien ted to target the younger segment along with the old age people. Positioning strategy of the product was very good in the initially days , it was positioned as a premium brand and the brand of the adventurous people later on with its extension and weak licensing policies it went through numerous problems. It was endorsed thorough the adventurous people initially then its perception of quality and consistency went bad and later on with the change of management it was positioned as the product of sporty people.Extensive Research and DevelopmentIt is evident from the success of the brand that Burberry has had a very strong Research and Development (RD) in the past. The higher(prenominal) management should ensure that before the launch of a new product in the market the marketing department is fully aware of the market the brand intends to target in stage to get the wanted solvent from the customers. It is very important to keep the image of Burberry as a busty brand intact.Suggestio nsIn order to address the problems faced by Burberry for submission new products and brand in the market, the company should use the following strategies1. score wing StrategyBurberry has now become a leading brand in the market. Burberry should make use of its disfigurement Name in order to develop an acceptance for the new and the upcoming products in the market. This would alleviate Burberry to growing the Brand Equity. Burberry being a successful brand carries with it a very strong image with which the Burberry customers are highly associated.Benefits of using Brand Extension StrategyThere are a number of benefits attached to using the brand extension strategy which include the followingUse of Burberry as the brand name leave stand by the new products save a lot of time that they would otherwise take to establish in the market.It would help the company to save the expenses of extensive advertising in case of new products.The customers perception of Burberry will help the new product to get smooth attention from the existing customer base as well as the new customer.Risks associated in Using Brand Extension Strategyalong with a number of benefits of using the brand extension strategy there are also a number of risks that are to be unbroken in mind while using this strategy. The risks includeA wrong use of the Brand Extension Strategy can affect the scene of Burberry negatively.Poor communication for the promotion of the new product or the brand can harm the Brand Equity of Burberry.2. Stick to the Burberry Check Brand IdentityBurberry should not deviate from the check since it is the brands identity. The Burberry brand is recognized good due to the check pattern. The customers strongly associate the check with the brand, so if the company decides not to use the check, it might end up in a gradual decrease in the customer base. The customers perception of the brand will get affected and hence it will destabilize the brand once again.AdvantagesTh e use of Burberry check in the upcoming and new product has authorized advantages which include the followingCustomers association with the brand.Easy recognition of the brand will help the new products to gain popularity in lesser time.The image that Burberry has carried over the years will automatically be transferred to the new brand.DisadvantagesThe target market will anticipate the same.3. Use Social Media MarketingSocial media is one of the strongest platforms for marketing now days. It has now become the hottest trend. The brands with an online existence are overmuch popular than the ones without an online standing. Burberry should make use of the affectionate media platform for promoting its brand. This will help the brand toHave an easy access to its target market. Since the target market of Burberry is the upper class, hence the best way to reach them is through social media.Through social media Burberry spend a penny the image that other forms of marketing strategies money box do.The social media platforms that Burberry should use include the followingFacebookFacebook is one of the most used social media sites with over 300 million daily users from all over the world. The fastest growing age bracket of the Facebook users includes youth and the Facebook strike out foliate should be created which should be properly monitored. The main objective of this campaign should be to get positive utmost exposure, increase buffers on official fan rapscallion and ultimately make people come to the landing pages, for ensuring a sales conversion. To make this strategy successfully, Burberry should hire an agency to manage the fan page and hence keep it active throughFacebook ActivitiesA commit team should be deputed to Burberry Fan Page which should be responsible of all the fan page related activities. An effort should be put to replace fans into potential leads and eventually customers.a) Fan Page CreationThe company should create a Facebook fan page and bring in fans to create a community for Burberry serving as a platform to spread out the message to all the fans.b) Fan Page PromotionBurberry can have access to more than 200million fans over Facebook which can bring in upper limit users and Burberry engage them through various activities.c) Status UpdatesA dedicated choice should be assigned to the page for the status updates on Fan Page. Statuses can be aroundThe latest offersSocial events conducted by BurberryFan page activities like competitions etc.d) Content DisseminationContent on behalf of Burberry should be disseminated on fan page. More interesting the content is, more chances are there that a user/fan will share it on his/her own wall which then can be viewed by their friends which leaves a viral effect.e) Competitions and PollsCompetitions should be run on behalf of Burberry to engage maximum traffic on Facebook and Burberry giveaways should be given based to the winners from those competitions. This technique cr eates a trust among all the fans and helps enable the users to interact more.f) Face Book AdvertisementsAds with a potential of high CTR (Click through Rate) should be displayed on Facebook, to attract germane(predicate) audiences on the page and increase the number of fans. This will not tho help in increasing fans, but will also give the brand needed exposure.chirrup ChannelTwitter is the new trend in the social media wave and gives a more personalized reckon to the social campaign. In this we will be creating a twitter bank bill by the name of the designer through whichBurberry should be tweeting on flair happenings through TwitterSharing Launch DatesProvide collection expoundPublic Relation Activities CoverageShows should also be promoted through TwitterYouTube ChannelA You tube channel integrated with face book, should be created, which should be used to launch and make the videos viral. In this Burberry should upload the videos of various events and shows. Some other hig h level activities in this category are as belowVideos of Fashion shows to be uploaded.This channel should be cerebrate with both Facebook and Twitter.Launches and Exhibitions coverage should be uploaded.ConclusionAlthough Burberry has a strong standing in the market but it needs to focus on the new-fangled ways of marketing to main its position and keep its image as a luxurious brand intact. The marketing strategies that Burberry should be using to remain in the market would be the brand extension strategy and the humans of an online presence through different media that would include Facebook, LinkedIn, Twitter and YouTube. The competition immediately have become a major hurdle in the growth of any brand so, in order to give tough time to its competitors Burberry should increase its research and development and should bring in innovation by introducing new products and extending the existing product lines