Burberry brand management eng version

Following 04 key themes underpin Burberry strategic agenda,

shaping and connecting its global activities

Brand first

The business is led by the brand, influencing to all short-term and long-term plan of business strategy.

√ Authentic British heritage with rich culture and historical associations

√ Craftsmanship, innovation, design and creativity

√ Broad global appeal across gender and generations

√ Innovative creative content and experiences, supported by digital, social and traditional media

Customer Centric

Customer is central to the Company’s activities, Burberry aims to be sector-leading in

understanding, engaging and serving its customers, both in online and offline

Famous for product

Burberry is committed to the creation of authentic and distinctive products and continuous innovation in design and manufacturing

√ Globally recognized iconic products such as British-made Heritage trench coat and cashmere scarf

√ Product divisions are Women, Men and Children apparel, Accessories, Fragrance and make up

Productive and Responsible

More productive and efficient ways of working are a priority across the organization:

√ Committed to sustainable business practices

√ A team-orientated approach, empowering a highly connected organization

BRAND MANAGEMENT VIETNAM

TARGET

Increase sale revenue

Re-positioning Burberry brand in Vietnam market

SWOT ANALYSIS

Brand awareness and brand recognition. Listed in Top 100 Global Brands .

Franchisee’s ability and experience in retail luxury product.

Customer data information

Prestigious achievements of Burberry in the Global market.

Strengths

SWOT ANALYSIS

Brand building activities is not frequently

Promotion with high discount influence to brand image

Brand management is not so effective

Customer service is not enough to satisfy customer

Weaknesses

SWOT ANALYSIS

Vietnam joined TPP and EVFTA, support to reduce import tax, franchisee has

more profit.

Vietnam is a young country, in proportion to Burberry target customer. Following

Nielsen report, Vietnam will reach 33 millions of population in middle class in

2020

Influence of Burberry activities to Vietnam customer

Growing speed of internet, e-commerce and digital will have strong effective to

communication campaign

Number of Burberry fan in Vietnam

Opportunities

SWOT ANALYSIS

New competitors are going and penetrating in Vietnam market

Risky of choosing communication tools and advertising campaign

High cost in brand re-positioning

Old thinking will obstacle the brand re-positioning process

Customer can buy Burberry product during in oversea travel.

A lot of Fake products are appeared in the market

Hand-carry goods also has influences to the business.

Threats

Brand Repositioning Strategy will be started from:

CHANNEL MIX

CHANNEL MIX

- Retail stores

- Sale events

OFFLINE

- Shopping apps in

mobile phone

- E-commerce website

ONLINE

CHANNEL MIX

Following 03 current retail stores

1. Rex Arcade

2. Diamond Plaza

3. Tràng Tiền Plaza

Checking some elements such as: Number of visitors,

Number of buyer and Turnover.

To consider can close which store is not effective and open

in another location where has more potential.

OFFLINE

Retail Stores

CHANNEL MIX

Suggestion:

In-store renovation from product arrangement, counter,

poster, decoration and so on.. To increase high visual

merchandising toward to customers

Specially, input a Internet TV to connect Youtube that will

support to present Burberry fashion show direct in-store.

Store spacing will have more vivid and interactive.

* Using this information to PR Brand image and Sale Activities

OFFLINE

Retail Stores

CHANNEL MIX

OFFLINE

Retail Stores

Tràng Tiền Plaza

CHANNEL MIX

OFFLINE

Retail Stores

Diamond Plaza

CHANNEL MIX

OFFLINE

Retail Stores

Rex Arcade

CHANNEL MIX

OFFLINE

Retail Stores

London

CHANNEL MIX

OFFLINE

Retail Stores

Atlanta - US

CHANNEL MIX

OFFLINE

Retail Stores

Hàn Quốc

CHANNEL MIX

OFFLINE

Retail Stores

Beirut

CHANNEL MIX

OFFLINE

Retail Stores

Coex Mall

Seoul, South Korea's

CHANNEL MIX

Suggestion:

Always training salesman in skills, products knowledge,

brand knowledge, collection, fashion trend to harvest the

maximum sale volume.

Developing more in-store experiences to Customer.

Shopping must have more interesting and attractive

information


OFFLINE

Retail Stores

CHANNEL MIX

High-class shopping is more and more Entertainment and

Artistic

OFFLINE

Retail Stores

CHANNEL MIX

Retail Stores

Suggestion:

Invest a quality assessment system in-store. Basing on the

result of assessment that can encourage practicing between

all stores.

Visitor daily, weekly, monthly report to appraise the store

location and sale.


OFFLINE

CHANNEL MIX

Sale Events

- Single sale promotion for Burberry customer. Should

not combine to another brand of Company. Some brand

is lower position will made the brand image of Burberry

decrease in Customer thinking.

- Sale events following special day as Valentine day,

Women day, Christmas and New year,…

- VIP sale event for new collections


OFFLINE

CHANNEL MIX

- Developing Burberry Vietnam Apps for Vietnam

market. Updating all products, collection which is sold

in Vietnam Burberry Store.

- Fully function as product photos with at least two

dimensions, payment method, delivery method. (Collect

– in Store..)

- Apps developing in IOS and Androd system


ONLINE

Shopping apps in

mobile phone

CHANNEL MIX

- Burberry.com developed in 11 languages that is serving

in 44 countries

- Suggestion to develop Vietnamese version in Vietnam

market.


ONLINE

Vietnamese version in

Burberry.com

CHANNEL MIX

Collecting all opportunities to sell from direct to indirect channels, offline

to offline channels. Coordinating with Communication Plan and Customer

Service to maximum Sale revenue

Improving Channel Mix that is foundation to develop:

COMMUNICATION

CHANNEL MIX

- Photo & Video

campaign

- Print Media Ads

- Outdoor

- Sponsorship & Product

Placement

- Events

OFFLINE

- Digital Marketing

- Social Media

ONLINE

COMMUNICATION

COMMUNICATION

Event Date Event Title Event Description

April Communication Audit

Research to brand position, Sale and

Service Qualification,

- Create the survey

- Researching

- Analysis the survey and read the result.

Leadtime: 8 – 10 weeks

Report : Beginning of June

April Communication Plan

Detail plan in 2016. Adjusting the plan

based on the research result above


Report : Middle of June

COMMUNICATION


April Stylist Campaign

Cooperate with some well-known stylist in

Vietnam. Support them to consult style to

famous person in fashion and entertainment

industries. Using Burberry products

- Đinh Thành Long

- Châu Đặng

- Trần Tiến Đạt (Mì Gói)

- Lê Minh Ngọc

- Some more

COMMUNICATION


April Sponsorship to The

Face 2016

Working with The Face Organization to

make clear in conditions and benefits of

Sponsorship

The first time The Face Show is active in

Vietnam

Competitive to Vietnam Next top Model

Finalized in : End of April

April Sponsorship to

Vietnam Next Top

Model 2016

Working with Organization to make clear in

conditions and benefits of Sponsorship

The hottest Fashion Show in Vietnam

Finalized in : End of April

COMMUNICATION


May Creative Concept

Create detail idea and plan for all activities

and campaigns according to

Communication Plan

Leadtime: 4weeks

Report : Beginning of June

May Burberry Vietnam Apps

Finding a parter to develop and create

Burberry Vietnam Apps

Requirement: Luxury design, Simple, Easy

using.

Leadtime: 12weeks

Report : Beginning of August

COMMUNICATION


June Photo & Video

Campaign

Using ready Photo and Video from mother

brand.

Shooting photos for all products what is

sold in Vietnam Stores.

- Design catalog, indoor ads, outdoor ads,

presses, magazines

- Updating in Facebook, sale events, and

so on

Leadtime: 4 weeks

Report : Beginning of July

• Following the goods input schedule to adjust the plan

• Using those photos for all activates whole year

COMMUNICATION


June Social Media

Collect all events, news, articles from

Burberry in the world, fill up the valid news

to translate to Vietnamese as well as

publishing in Vietnam prestigious press,

magazines and Facebook

* Action is required to follow up whole year

July Print ads

Using Photo Campaign to present in high-

class publication such as

Heritage Fashion – Elle – Bazaar – Men

Life

* Action is required to follow up whole

year

COMMUNICATION


August Christmas & New Year

Concept

Planning for Christmas and New year Sale

Event

- Decoration

- Christmas Photo Campaign

- Christmas Promotion

Leadtime: 8 weeks

Report : Beginning of October

September Direct Marketing

- Running SEO/Adword with key wods

such as Burberry Vietnam, túi xách, thời

trang cao cấp, ….

- E-Discount Promotion: for who

Like/Check-in/Download Apps/Follow

trên Facebook. Discount 10% in the

order.

Leadtime: 03 months

Report : Beginning of January

COMMUNICATION


September VIP Event

Buying Stimulating Program for VIP

Customer who has total payment reaching

500 millions VND in 2016. They will be

rewarded a free ticket to visit and join

Burberry Fashion Show 2017.

- 100% costing of travel and

accommodation

- The result will be published on VIP

Event end of year.

- Expectation date: Beginning of January

Leadtime: 12 - 16 weeks

Report : Middle of January

* Using this information to PR Brand image and

Sale Activities

COMMUNICATION


September Burberry Show

Following and updating all news related to

Burberry Fashion Show in September to PR

brand in Vietnam

Directly showing the show in-store by

Youtube

Launching VIP Event to customer.

Leadtime: 4weeks

Report : Beginning of October

October Outdoor

Changing all outdoor ads in Shopping malls

to refresh customer feeling as well as

preparing for Christmas and New year

Leadtime: 4weeks

Report : Beginning of November

COMMUNICATION


October Christmas – New Year

Promotion

- Special sale events to VIP customer with

a time schedule.

- Promotion rank depend on total the

point that customer has gathered before..

- Reach 100 millions: 10% discount



- Drop-in Customer : 05% discount


Report : Beginning of January

COMMUNICATION


December Gala Dinner

Evaluation

- Year-end summation of report and

business result

- Comparison with the same of period last

year

- Create a new target and orientation for

new year plan

Leadtime: 4 weeks

Report : Middle of January

COMMUNICATION

All activities above are severed to the target:

- Increasing Brand Awareness

- Increasing Brand Image

- Increasing Brand Reputation

With long-tern orientation, our integrated marketing campaign always consist of

fours stages Communication Audit, Communication Plan, Creative Concept,

Implementation and Development. The campaign will employ agents such as

photo and video campaign, direct marketing, digital marketing, and so on.

HOẠT ĐỘNG ĐỊNH KỲ THƯỜNG NIÊN

COMMUNICATION

Q1

Communication Audit

Communication Plan

Creative Concept

Implementation & Development

Q3 Q4

Yearly

Q2

Customer is central of all business activities, next step is

COMMUNICATION

CUSTOMER SERVICE

CHANNEL MIX

CUSTOMER VALUE MANAGEMENT


SALE

MARKETING

SERVICE

ANALYSIS

COLLABORATIVE

Using CRM software to speed up the relationship with Customer

Value. (Even Current Customer or Potential Customer)


SALE

- Person in charge: Salesman

- Duty: Gathering customer information during sale process. Encourage customer to apply member of Customer Service Program.

√ Fill in Application form

√ Like Burberry Page

√ Check in at Burberry store

√ Download and install Burberry Vietnam apps

* Monthly report must send to Marketing Department.


- Person in charge: Marketing Staff

- Duty: Collecting data customer, analysis data customer,

making plan to lead customer repeat buying

√ Updating new products, new promotions via Mail,

SMS and Facebook

* Monthly data collection

MARKETING


- Person in charge : Sale/Marketing Staffs

- Duty : Serving and caring customer with activities as

below:

√ Birthday Flower and Card

√ Greeting card in Women day, Christmas and New

year

√ Cold Calling to customer to ask, remind, and

introduce new activates, new campaigns

* Monthly report

SERVICE


- Person in charge: Marketing Staffs

- Duty: Analysis customer information with more and more

detail to make clear how is main customer with

character, style that will help the develop a right

plan for customer service

* Monthly data collection, continuously updating and analyzing data customer

ANALYSIS


- Person in charge: Marketing Staff

- Duty: Saving and managing Data customer.

Creating plan to follow up customers

Build the relationship

Encouraging to repeat buying

* Monthly data collection, continuously updating and analyzing data customer

COLLABORATIVE


BURBERRY


PROGRAM

BURBERRY – CUSTOMER VALUE MANAGEMENT PROGRAM is

developed to grateful to customer who loves Burberry brand/products in Vietnam

The program has 04 classes for all member

√ Standard Class (Buying any items in Burberry Store. Saving points to up-

grade Class member)

√ Deluxe Class (Saving points equivalent to 100 millions VND. Getting 5%

discount in Burberry Vietnam Store)

√ Premium Class (Saving points equivalent to 300 millions VND. Getting 7%


√ Titan Class (Saving points equivalent to 500 millions VND. Getting 10%



Other Benefits:

Participating Sale events for Customer Value Only

Participating year-end Gala dinner and VIP Event for Deluxe Class

Member and above

Derlivery service with same staff in Burberry uniform and car for Premium

Class Member and above

Ticket to join Burberry Fashion Show in London for Titan Class Member

Getting 20% discount more in Customer birthday


Burberry Brand Management Plan must be execute with three

operations to support together

CHANNEL MIX

COMMUNICATION

CUSTOMER SERVICE

BRAND MANAGEMENT The plan is created according to searching data and information in Internet. To

deploy in reality, must re-check and fit it based on real situation

KPI Developing for Sale Target and Brand Position

Budget forecast for Brand Management Plan

Silvia Van [email protected]

0939.11.09.87

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