Social Media For The Promotion Of Burberry Products

Social Media For The Promotion Of Burberry Products This report consists of a complete analysis of the marketing strategies that Burberry should use for the next 5 years to maintain its current market position. The main focus of this report is on making use of the Social media for the promotion of Burberry products. Case Solution Contents Executive Summary The key issues in this case are the deteriorating position of the brand which started of very successfully in 1856 as a retail store. Burberry then gave its licensing to other distributors and gone through acquisition later on it went global but it ruined its brand position and consistency Its distribution, branding media selection and pricing was not maintained. Again in 1990s the brand faced severe positioning issued when it moved to Asia and company hired a new CEO and new management took over the company to rejuvenate companys product line, pricing, and its standing. They made brand innovative, changed the target market and made the licensing very strong. They made the companies enjoy the boom but further decisions of line extension were still a matter of concern for the company. The actions they should take are the proper market survey and Research for the new product; they should carry out proper likeness test for the new brand. It should prudently define its distribution strat egy along with the media strategy. They should go for proper planning before launch of new perfume and other brands this brand can be proved to be very successful if they would make it according to the taste of the target customers. Introduction: The company was established in 1856 as fabric retailer it gone through extensive brand extension in two decades through licensing and globalization, it made numerous distributions channels and operated in numerous 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 offering) of the shares. In 1990s company got lesser control on the licensing and distribution channels and they went into extensive brand line extension decisions which had a negative impact on the companys performance , quality focused was lost and company decided to change its positioning and licensing strategy along with the management. CEO got changed and Rose Marie Bravo took charge of the company and she changed the team and hired those who were fashion oriented and who knew the latest trends, she successfully made the company as one of the premium leading brand again , She proved to be the best CEO in year 2005. And the company went into numerous strategic 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 Marketing Mix , analysis of environmental factors and decisions of companys strategic moves to make it market leader by proper positioning strategy. Marketing Mix: This portion of the report deals with the product, pricing placement and distribution strategy of the product. Product: Product line was very narrow 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 uniform 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 followed traditions with innovations and tried to follow same patterns. Pricing: It was a premium brand and their cost and prices were high but later on with their loose licensing policy and extension there 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 distribution: Companys distribution was entirely based on licensing and company owned stores, initially 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. Promotion: In initial days promotion was the biggest issue company positioned itself as the premium product and advertised by using 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 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 several means. Celebrity endorsement was one way. They changed Company name and logo to give it a novel effect and made it innovative by changing its packaging. Environmental Analysis It is evaluation of the probable impacts of external and internal forces and conditions and their effect on the survival and growth of the company, so there are numerous factors that affected the companies positioning and branding lets discuss all of the factors in detail along with companies competitive advantage and Unique selling proposition. BCG Matrix According to the BCG matrix the product was in question mark stage in Asian countries as the market share is low because of bad economic condition, in some countries it was a Cash Cow and in UK and US this brand is proved to be Star with the high market share and high growth potential. Porters Five Forces: Porters five forces in this case can evaluate Burberrys position in the market as compared to its competitors, suppliers and customers. Suppliers Bargaining Power: It 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 can say that in this case Suppliers power was very low. Customers Bargaining Power: Customers bargaining power was also low in this case because the product was standardized and it was a premium brand with premium quality so customer had lesser bargaining power. Substitutes: Substitutes were the basic threat for the company as there were numerous products in the market that can replace the use of Burberrys products but its breathable cloth was the best one still they had to make their products outclass to combat the threat of substitutes by positioning their product as those which simply have no comparison. Rivalry: Rivalry and competition was strong. Foreign and Local 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 pirating Entrants: The 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 concern for the companies. Rivalry Intense competition (High) Competitive Advantage: Companys competitive advantage was its patterns, styles originality quality, Symbol of royalty, luxury and durability. Company was in the business for more than hundred years and it had gone through many hard times but it tried to regain its competitive advantage and its originality till the end. The companies motive was to provide functionality along with class,, it tried to meet customer expectations till the present date. PEST Analysis: Political environment Political conditions did not have any impact on company standing as the policies of trade are seemingly pro-trade and there is no single evidence of political disturbance. Economic environment: Economic 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 thorough public offering and was being acquired by shipping company to sustain the business. Social environment Social environment was very good because people were more convenience and fashion oriented and they wanted innovation and stylish fabric which could also serve their functional need. Technological environment Company went through numerous technological changes by devising new ways of production of fabrics and efficient plants. SWOT Analysis: Strength, weaknesses, opportunities and threats we have identified from the case are given below. Strengths: Companies 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. Weaknesses: The weaknesses of the brand are its perception. It was perceived as a conservative 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. Opportunities: They have heritage and strong brand association. They can invent new product lines. They have capital so they can start with new products and can cater the needs of several markets. Global dealing with proper licensing was the biggest opportunity. Threats: The biggest threat for the company was the wrong strategic move, company had to compete in the market as many brands were in the marketing offering the same products . Corporate Strategy Ownership: Company 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 Public 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 Positioning Strategy: Initially they targeted all age groups who belonged to all occupation 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 oriented 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 Development: It is evident from the success of the brand that Burberry has had a very strong Research and Development (RD) in the past. The higher 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 order to get the wanted response from the customers. It is very important to keep the image of Burberry as a luxurious brand intact. Suggestions: In order to address the problems faced by Burberry for launching new products and brand in the market, the company should use the following strategies: 1. Brand Extension Strategy: Burberry has now become a leading brand in the market. Burberry should make use of its Brand Name in order to develop an acceptance for the new and the upcoming products in the market. This would help Burberry to increase 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 Strategy: There are a number of benefits attached to using the brand extension strategy which include the following: Use of Burberry as the brand name will help 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 easy attention from the existing customer base as well as the new customer. Risks associated in Using Brand Extension Strategy: Along with a number of benefits of using the brand extension strategy there are also a number of risks that are to be kept in mind while using this strategy. The risks include: A wrong use of the Brand Extension Strategy can affect the Image 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 Identity: Burberry should not deviate from the check since it is the brands identity. The Burberry brand is recognized easily 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. Advantages: The use of Burberry check in the upcoming and new product has certain advantages which include the following: Customers 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. Disadvantages: The target market will remain the same. 3. Use Social Media Marketing: Social 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 much popular than the ones without an online standing. Burberry should make use of the social media platform for promoting its brand. This will help the brand to: Have 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 create the image that other forms of marketing strategies cant do. The social media platforms that Burberry should use include the following: Facebook: Facebook 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 fan page should be created which should be properly monitored. The main objective of this campaign should be to get positive maximum exposure, increase fans on official fan page 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 through: Facebook Activities A dedicated 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 convert fans into potential leads and eventually customers. a) Fan Page Creation The 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 Promotion Burberry can have access to more than 200million fans over Facebook which can bring in maximum users and Burberry engage them through various activities. c) Status Updates A dedicated resource should be assigned to the page for the status updates on Fan Page. Statuses can be around The latest offers Social events conducted by Burberry Fan page activities like competitions etc. d) Content Dissemination Content 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 Polls Competitions 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 creates a trust among all the fans and helps enable the users to interact more. f) Face Book Advertisements Ads with a potential of high CTR (Click through Rate) should be displayed on Facebook, to attract relevant audiences on the page and increase the number of fans. This will not only help in increasing fans, but will also give the brand needed exposure. Twitter Channel: Twitter is the new trend in the social media wave and gives a more personalized look to the social campaign. In this we will be creating a twitter account by the name of the designer through which: Burberry should be tweeting on Fashion happenings through Twitter Sharing Launch Dates Provide collection details Public Relation Activities Coverage Shows should also be promoted through Twitter YouTube Channel: A 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 high level activities in this category are as below: Videos of Fashion shows to be uploaded. This channel should be linked with both Facebook and Twitter. Launches and Exhibitions coverage should be uploaded. Conclusion: Although Burberry has a strong standing in the market but it needs to focus on the modern 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 creation of an online presence through different media that would include Facebook, LinkedIn, Twitter and YouTube. The competition nowadays 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

Product Design †analysis of the XBox 360 Essay

Introduction: The reason that I have chosen the Xbox as the item to do this project on is because of the following reasons. * It has several add-ons which can be used and are used on a constant basis * I am an Xbox owner myself and know its pros and cons and know a severe amount about it. Along with these reasons the Xbox 360 has an expandable memory for music and photos. On the Xbox you can save games to the hard drive which comes in very handy if your and gets scratched this is how you resolve it without having to buy a new game. The expandable memory on these consoles depends on the type of Xbox bought. For example the elite console has an expandable memory up to 250 GB. This 250 GB is for also watching and recording sky on just like the new sky plus box. You can record movies and keep on your hard drive to watch again and again. Aesthetics: The Xbox aesthetics are different depending on which version you buy. The Arcade and Premium versions of the Xbox 360 are very similar with a smooth rectangular shape with rounded edges and a big circular button in the centre with small green lights surrounding it. One is black (Premium) and one is white (Arcade) in colour with some green and silver areas throughout. The arcade is the cheaper of the two as it doesn’t have the same attachments and variety of facilities that the elite has but is more well known as the colour of the Xbox as being white as it is the most often bought. Although they each have a regular colour, people are able to buy any of hundreds of different covers which you can put on easily by yourself. Durability: The Xbox 360 console is not very durable. Beware of letting it fall as it will most definitely smash. Also beware of even letting it tip over as it may not break but it will break whatever game is inside it at the time it falls. This is called laser marks or scratches and is the problem that I had referred to earlier. Although the console cannot survive drops, the controller can survive the occasional drop. Consumer/ Users: The main consumers and users of the Xbox 360 are probably teenagers from about 13- 16. Although these are the most frequent users and buyers of the console, many grown men also buy the console. The Xbox 360 doesn’t appeal to most men but some are very keen on it. The users are also nearly always male as not many girls would find the Xbox interesting or even fun to use. Modifications: There are very few modifications that can be made to the Xbox 360. The first modification I would make to the console would be to do with the durability. I would make it so that it would not break with a slight fall. Another modification I would make would be to the heat given off from the console as it gives off an enormous amount. This could be resolved solved by inventing a fan used via a USB port on the back to keep it discreet. Thirdly the weight of the console is colossal weight weighing 3.5 kilograms which makes it highly importable. Safety: The Xbox 360 is extremely safe. It has rounded edges so that it is safe for little children who may hurt themselves. One unsafe feature of the console would be the heat outlet which could burn someone if they put their hand on it or even worse, start a fire if it is left on for too long. Secondly as mentioned before the weight of the console if it were to fall on a small child it would do serious damage or may even kill the child. Ergonomics: The Xbox 360 is designed to stand up straight on a flat surface. It is made to suit this environment. It can also be sat down flat but it takes up a larger surface area. The Xbox 360 controller is shaped perfectly to fit your hands and the headset that comes with it is designed to fit over any shaped or sized head. Also the microphone on the headset comes with an adjustable piee between the ear and the mouth allowing it to be adjusted to reach your mouth. Cost: The Xbox 360 when it first came out about 2 years ago cost around à ¯Ã‚ ¿Ã‚ ½200 for the arcade version, à ¯Ã‚ ¿Ã‚ ½250 for premium version and, à ¯Ã‚ ¿Ã‚ ½320 for the elite version. Since then the prices have come down quite a bit with the current prices at around; à ¯Ã‚ ¿Ã‚ ½130-140, à ¯Ã‚ ¿Ã‚ ½190-200, à ¯Ã‚ ¿Ã‚ ½250-260; depending on where you buy. It is well worth the money and you will get plenty of use out of it. Environment and Location: The Xbox 360 should be held in an open environment away from any water or liquid. It should be located quite high off the ground out of the reach of small children. It should also have room behind it do allow the fan to blow the hot air out without overheating. Size and Weight: The Xbox 360 is not that bid for the amount of components Involved in the making of it. It is around 1 foot tall, about 4 inches thick and around 8 inches wide. It is terribly heavy for a console and very awkward to move. Specifica tions: * Plays all Xbox 360 titles. * Wireless control with rumble * Xbox LIVE * 60GB hard drive * Multimedia compatible * Standard or HD graphics * Free and Premium downloadable game and entertainment content. * Support for DVD-video, DVD-ROM, CD-ROM and MP3 CD * Customizable face plates (picture below) * 3 USB2.0 ports * Support for 4 wireless controllers * Removable 60GB drive * Wi-Fi ready Conclusion: The Xbox 360 looks good and is a nice and attractive shape. It doesn’t have the best durability but nothing to worry about. There are very few modifications that could be made to it. It is safe and perfectly designed in every aspect of the console. It is quite large and heavy but is definitely worth the money. Overall in my opinion the Xbox is a great buy for anyone, young or old. Anyone who buys it will have great fun and get plenty of use out of it.

Growth In Writing

Writing is one of my favorite things to do. Expressing yourself is so much easier when given time to think about what needs to be said. I would like to believe that I have a very rich writing history. I keep a journal of all my daily events. I also keep a book close by so if I think of any poems I can write them down right away. My favorite piece of writing was a story that I wrote in my first semester English class. The name of the story was Fade. This Semester two of my classes will require me to turn in written assignments. This semester should not be two difficult in terms of how much writing I have to do. From my preliminary observations I can tell that I will have one short paper due in Art History 107 class. Although I only have one paper I have one paper, I have two essay exams in my History class. I believe that with some help the writing portion of this semester should be successful. The Art History paper has to be two pages long. I have to go to a museum and compare two of the exhibits to each other. Professor Cutis said that the first page of the paper should be talking about my reactions to the exhibits using the vocabulary that we learned in class. The second page should discuss the different time periods and there affects on how the critics might have critiqued the works of art. Also, we have to describe what kind of techniques the artist might have used and why. The most difficult part of this paper I believe will be trying to utilize the vocabulary that my professor wants us to use, and figuring out the right ways to critique the art. As for my essay exams in History, I have had a problem getting the right amount of details incorporated with the facts. I talked to my History professor and he said that the best way to know which details to add is to, read and re-read the notes from our lectures. I have been trying to take very detailed notes so it will not be a problem when the time comes for our first exam. To conclude, this semester seems like this semester will be smooth sailing when it comes to the writing aspect of my classes. I am hoping that with the help I receive from my writing class I can produce the best papers of my college career.

A comparison of US Bill of Rights and The Canadian Charter...

Former United States Attorney General Ramsey Clark wrote in the New York Times, A right is not what someone gives you; but what no one can take away. It is in this vein that a country drafts legislation to protect the rights of their inhabitants. In the United States there is the Bill of Rights, which consists of a preamble and the first ten amendments to the United States Constitution, 1787 . The Charter of Rights and Freedoms is the first part of the Canadian Constitution Act, 1982 . Both of these documents provide for the rights and freedoms that both countries see as inalienable to their respective populations. This is where the similarity between them ends. These documents are vastly different. They were crafted in different†¦show more content†¦The 8th amendment states, nor cruel and unusual punishments inflicted. S. 12 uses the word subjected. The difference is that S. 12 can be applied to matters other then criminal punishment, as seen in Rodriguez v. British Colombia [1993] 3. S.C.R. The documents were written at very different times and for very different purposes. Out of this arise many differences. The Bill of Rights has a long history entangled with that of the American Constitution. It was the anti-federalists attack on the American Constitution. Patrick Henry told the Virginia Convention, What can avail your specious, imaginary balances, your rope-dancing, chain-rattling, ridiculous ideal checks and contrivances. They demanded a more concise constitution that clearly laid out the rights of the people and the limitations of the government. James Madison wrote in his diary, that such fundamental maxims of free Government would be a good ground for an appeal to the sense of community against potential oppression and would counteract the impulses of interest and passion. The Bill of Rights that Madison passed was based heavily upon The Virginia Declaration of Rights. The Virginia Declaration was a document that was written during the British occupation. 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