Name: Complete Case Study On The Marketing Strategy Of Burberry
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<div class="raw-html-embed"><div data-bglz="1" class="et_pb_text_inner"><h2>About Burberry</h2><p><span style="font-weight: 400;">Burberry is a luxury fashion brand that offers personal accessories, footwear, clothing, etc. It was established in 1856 by an Englishman Thomas Burberry. The company has come a long way from its manufacturing of waterproof fabrics to designing a luxurious, high fashion clothing line.</span></p><p><img decoding="async" class="wp-image-195659 aligncenter size-full" src="https://iide-media.blr1.cdn.digitaloceanspaces.com/production/upload-1736874090617-253c39c6fff2e59e38013a57dcc883f7.webp" alt="Marketing Strategy of Burberry - A Case Study - About Burberry" width="854" height="265" data-srcset="https://iide.co/wp-content/w3-webp/uploads/2021/05/Marketing-Strategy-of-Burberry-A-Case-Study-About-Burberry.pngw3.webp 854w, https://iide.co/wp-content/uploads/2021/05/Marketing-Strategy-of-Burberry-A-Case-Study-About-Burberry-480x149.png 480w" sizes="(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) 854px, 100vw"></p><p><span style="font-weight: 400;">The luxury fashion house sells accessories, apparel, shoes, jewellery, small leather goods, handbags and also has other beauty businesses.&nbsp;</span></p><p><span style="font-weight: 400;">It caters to the luxury market and manufactures, designs, and distributes its products all around the world. Its products satisfy almost all age and gender demographics.&nbsp;</span></p><p><span style="font-weight: 400;">Headquartered in London, the company is listed on the London Stock Exchange and is a member of the FTSE100 index.</span></p><p><span style="font-weight: 400;">Now that we know about the company, let us go through Burrbery’s business activities further by going through its 4Ps of the marketing mix in the coming section.</span></p><h2>Marketing Mix of Burberry</h2><p><span style="font-weight: 400;">A marketing mix is the set of four different components that a company uses to promote its products to its target market in order to generate sales. The marketing mix is often referred to as the 4Ps, because of the four parameters: Product, Price, Place, and Promotion.</span></p><p><span style="font-weight: 400;">Let us see how Burberry has formulated its marketing mix strategy in the coming sections.</span></p><h3>Product Strategy of Burberry</h3><p><span style="font-weight: 400;">Burberry’s product strategy includes many business segments that cater to all age groups. Broadly, it sells apparel, handbags and small leather goods, shoes, and jewellery.</span></p><p><span style="font-weight: 400;">They have an extensive product line in different categories like women’s, men’s and outerwear, handbags, fragrances, sunglasses, etc. </span></p><p><span style="font-weight: 400;">All their products are manufactured by them at their Burberry factory keeping in mind the company’s aesthetic and fashion style. Each product the brand produces has its own story behind it.</span></p><p><span style="font-weight: 400;">The company is known in the international market because of its quality, durability &amp; intricate designs and so it develops its products accordingly.</span></p><h3>Price Strategy of Burberry</h3><p><span style="font-weight: 400;">Burberry prides itself on its product-development culture. It invests heavily in research, development, prototyping, and production in order to make the best apparel for its customers.</span></p><p><span style="font-weight: 400;">It follows a premium pricing policy because they cater to a high-class elite zone as all the products are luxurious, based on excellent craftsmanship and innovative designs. The company is among the most expensive retailers in the world and they certainly know how to price its matters. This is how Burberry plays around its price strategy.&nbsp;</span></p><h3>Place and Distribution Strategy of Burberry</h3><p><span style="font-weight: 400;">Talking about the place and distribution strategy of Burberry, being a multinational company, it operates on almost all continents except Antarctica. With 421 stores across the world, the luxury fashion brand has a strong presence in Europe and Asia. Its stores operate on the lines of providing the luxury store experience and elevate customer service.&nbsp;</span></p><p><img decoding="async" class="wp-image-195666 aligncenter " src="https://iide-media.blr1.cdn.digitaloceanspaces.com/production/upload-1736874090989-98cbfd8cdcc1bb6aab49d5028c969a47.webp" alt="Marketing Strategy of Burberry - A Case Study - Marketing Mix - Place Strategy" width="558" height="372" data-srcset="https://iide.co/wp-content/w3-webp/uploads/2021/05/Marketing-Strategy-of-Burberry-A-Case-Study-Marketing-Mix-Place-Strategy-2.jpgw3.webp 558w, https://iide.co/wp-content/uploads/2021/05/Marketing-Strategy-of-Burberry-A-Case-Study-Marketing-Mix-Place-Strategy-2-480x320.jpg 480w" sizes="(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) 558px, 100vw"></p><p><img decoding="async" class="wp-image-195667 aligncenter " src="https://iide-media.blr1.cdn.digitaloceanspaces.com/production/upload-1736874091576-0fc78a3e16319001ac920318692eeb7e.webp" alt="Marketing Strategy of Burberry - A Case Study - Marketing Mix - Place Strategy" width="584" height="279" data-srcset="https://iide.co/wp-content/w3-webp/uploads/2021/05/Marketing-Strategy-of-Burberry-A-Case-Study-Marketing-Mix-Place-Strategy.jpgw3.webp 584w, https://iide.co/wp-content/uploads/2021/05/Marketing-Strategy-of-Burberry-A-Case-Study-Marketing-Mix-Place-Strategy-480x229.jpg 480w" sizes="(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) 584px, 100vw"></p><p><span style="font-weight: 400;">The company has also shifted its focus on selling through e-commerce mediums. The Covid – 19 pandemic has clearly shifted the focus of consumers towards digital channels and forced Burberry to rethink its physical distribution touchpoints.</span></p><h3>Promotion Strategy of Burberry</h3><p><span style="font-weight: 400;">Burberry’s promotion strategy revolves around conducting consistent promotional activities. It uses both traditional and modern methods to market its products and its name. Talking about its traditional marketing approach, it uses advertisement commercials, print, and outdoor advertising.&nbsp;</span></p><p><img decoding="async" class="wp-image-195668 aligncenter size-full" src="https://iide-media.blr1.cdn.digitaloceanspaces.com/production/upload-1736874092001-169f276054a7590d8055535344d9d1f9.webp" alt="Marketing Strategy of Burberry - A Case Study - Marketing Mix - Promotion Strategy" width="410" height="563" data-srcset="https://iide.co/wp-content/w3-webp/uploads/2021/05/Marketing-Strategy-of-Burberry-A-Case-Study-Marketing-Mix-Promotion-Strategy.jpgw3.webp 410w, https://iide.co/wp-content/uploads/2021/05/Marketing-Strategy-of-Burberry-A-Case-Study-Marketing-Mix-Promotion-Strategy-218x300.jpg 218w, https://iide.co/wp-content/uploads/2021/05/Marketing-Strategy-of-Burberry-A-Case-Study-Marketing-Mix-Promotion-Strategy-150x206.jpg 150w" sizes="(max-width: 410px) 100vw, 410px"></p><p><span style="font-weight: 400;">However, over the years, Burberry has been focusing primarily on promoting itself via digital channels. The company regularly comes up with new campaigns and events.&nbsp;</span></p><p><span style="font-weight: 400;">It has also signed country-wise brand ambassadors to promote its products and increasingly focuses on extensive digital campaigns.</span></p><p><span style="font-weight: 400;">Now that we understood how Burberry presents its offerings to the target audience, let us now go through the marketing strategies of Burberry that it has undertaken over the years to market itself.</span></p><p>Want to make your luxury brand as successful as Burberry? Watch this video on the top digital marketing strategies for luxury brands –</p><h2>Marketing Strategy of Burberry</h2><p><span style="font-weight: 400;">Marketing Strategy is a set of approaches to communicate with the target market, develop a strategy, and determine the company’s goals.</span></p><p><span style="font-weight: 400;">Burberry, being a global brand, has incorporated many different marketing strategies in order to reach its goal of getting customers to purchase its products. So, let us go through the marketing strategies it has implemented to promote its luxury products.</span></p><h2>Brand Ambassadors of Burberry</h2><p><span style="font-weight: 400;">Brand Ambassadors are the stars of any successful brand. We live in a faster, more mobile world. Communication is instant and very personalized. Brand Ambassadors act as a bridge between a company and the customers. They also help drive traffic, create buzz, and build trust in their niche communities.</span></p><p><img decoding="async" class="wp-image-195660 aligncenter " src="https://iide-media.blr1.cdn.digitaloceanspaces.com/production/upload-1736874092432-5e883e65ab0d0f1d3c823f0a0db7270c.webp" alt="Marketing Strategy of Burberry - A Case Study - Brand Ambassador Strategy" width="260" height="390" data-srcset="https://iide.co/wp-content/w3-webp/uploads/2021/05/Marketing-Strategy-of-Burberry-A-Case-Study-Brand-Ambassador-Strategy-2.jpgw3.webp 375w, https://iide.co/wp-content/uploads/2021/05/Marketing-Strategy-of-Burberry-A-Case-Study-Brand-Ambassador-Strategy-2-200x300.jpg 200w, https://iide.co/wp-content/uploads/2021/05/Marketing-Strategy-of-Burberry-A-Case-Study-Brand-Ambassador-Strategy-2-150x225.jpg 150w" sizes="(max-width: 260px) 100vw, 260px"></p><p><span style="font-weight: 400;">In Burberry’s brand ambassadors strategy, the company has signed young artists and sports celebrities at the country level. These influencers promote their products to the masses, and it has proven to be a successful move.&nbsp;&nbsp;</span></p><p><span style="font-weight: 400;">The celebrity team consists of Manchester United’s star forward Marcus Rashford, Korea’s Lucas Wong, and popular Chinese actress Zhou Dongyu.</span></p><p><img decoding="async" class="wp-image-195662 aligncenter " src="https://iide-media.blr1.cdn.digitaloceanspaces.com/production/upload-1736874092831-868d532e36b634e4b01c8dfbbea08c7b.webp" alt="Marketing Strategy of Burberry - A Case Study - Brand Ambassador Strategy" width="574" height="359" data-srcset="https://iide.co/wp-content/w3-webp/uploads/2021/05/Marketing-Strategy-of-Burberry-A-Case-Study-Brand-Ambassador-Strategy.jpgw3.webp 574w, https://iide.co/wp-content/uploads/2021/05/Marketing-Strategy-of-Burberry-A-Case-Study-Brand-Ambassador-Strategy-480x300.jpg 480w" sizes="(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) 574px, 100vw"></p><p><img decoding="async" class="wp-image-195661 aligncenter " src="https://iide-media.blr1.cdn.digitaloceanspaces.com/production/upload-1736874093288-93a87c236c848a09dcc990963cc2f897.webp" alt="Marketing Strategy of Burberry - A Case Study - Brand Ambassador Strategy" width="577" height="326" data-srcset="https://iide.co/wp-content/w3-webp/uploads/2021/05/Marketing-Strategy-of-Burberry-A-Case-Study-Brand-Ambassador-Strategy-3.jpgw3.webp 577w, https://iide.co/wp-content/uploads/2021/05/Marketing-Strategy-of-Burberry-A-Case-Study-Brand-Ambassador-Strategy-3-480x270.jpg 480w" sizes="(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) 577px, 100vw"></p><h2>Video Games – Digital Marketing Strategy of Burberry</h2><p><span style="font-weight: 400;">Burberry’s growth strategy has always been rooted in the core of its culture, which is to continuously challenge itself and others. A key element of this strategy has been the ability to innovate – both on-premise innovations and on digital campaigns like the launch of mobile games. This concept was a part of Burberry’s digital marketing plan.</span></p><p><img decoding="async" class="wp-image-195664 aligncenter " src="https://iide-media.blr1.cdn.digitaloceanspaces.com/production/upload-1736874093737-79b3093d98040c7dbb5803a382eda1b2.webp" alt="Marketing Strategy of Burberry - A Case Study - Digital Marketing Strategy - Video Games" width="606" height="344" data-srcset="https://iide.co/wp-content/w3-webp/uploads/2021/05/Marketing-Strategy-of-Burberry-A-Case-Study-Digital-Marketing-Strategy-Video-Games.jpgw3.webp 606w, https://iide.co/wp-content/uploads/2021/05/Marketing-Strategy-of-Burberry-A-Case-Study-Digital-Marketing-Strategy-Video-Games-480x273.jpg 480w" sizes="(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) 606px, 100vw"></p><p><img decoding="async" class="aligncenter wp-image-195663 " src="https://iide-media.blr1.cdn.digitaloceanspaces.com/production/upload-1736874094216-4d7e0f68ad60944553bc7f27e91f0add.webp" alt="Marketing Strategy of Burberry - A Case Study - Digital Marketing Strategy - Video Games" width="617" height="336" data-srcset="https://iide.co/wp-content/w3-webp/uploads/2021/05/Marketing-Strategy-of-Burberry-A-Case-Study-Digital-Marketing-Strategy-Video-Games-2.jpgw3.webp 617w, https://iide.co/wp-content/uploads/2021/05/Marketing-Strategy-of-Burberry-A-Case-Study-Digital-Marketing-Strategy-Video-Games-2-480x262.jpg 480w" sizes="(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) 617px, 100vw"></p><p><span style="font-weight: 400;">These games, B Bounce and RatBerry have accelerated the consumers’ engagement with the brand both, at retail outlets as well as interacting online with friends, family and fellow consumers throughout the world through this game.</span></p><h2>Pop Up Store Strategy of Burberry</h2><p><span style="font-weight: 400;">When a brand opens pop-up stores, it serves two purposes. Firstly, the popups offer brands the chance to engage with customers and inform them about their products and services. Secondly, it provides a way for brands to show off new products without requiring physical store space.&nbsp;</span></p><p><span style="font-weight: 400;">Burberry’s trendsetting pop-up stores are using a unique kiosk-like rollout to introduce their products to consumers in select locations. As usual, they strive to be the best in class when it comes to delivering the perfect customer experience.</span></p><p><img decoding="async" class="wp-image-195670 aligncenter " src="https://iide-media.blr1.cdn.digitaloceanspaces.com/production/upload-1736874094719-e736905e0a733f5811f06a74f5293681.webp" alt="Marketing Strategy of Burberry - A Case Study - Pop Up Stores" width="540" height="431" data-srcset="https://iide.co/wp-content/w3-webp/uploads/2021/05/Marketing-Strategy-of-Burberry-A-Case-Study-Pop-Up-Stores.jpgw3.webp 540w, https://iide.co/wp-content/uploads/2021/05/Marketing-Strategy-of-Burberry-A-Case-Study-Pop-Up-Stores-480x384.jpg 480w" sizes="(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) 540px, 100vw"></p><p><img decoding="async" class="wp-image-195669 aligncenter " src="https://iide-media.blr1.cdn.digitaloceanspaces.com/production/upload-1736874095161-c008384b837493251fb10295c1da33a8.webp" alt="Marketing Strategy of Burberry - A Case Study - Pop Up Stores" width="570" height="380" data-srcset="https://iide.co/wp-content/w3-webp/uploads/2021/05/Marketing-Strategy-of-Burberry-A-Case-Study-Pop-Up-Stores-2.jpgw3.webp 570w, https://iide.co/wp-content/uploads/2021/05/Marketing-Strategy-of-Burberry-A-Case-Study-Pop-Up-Stores-2-480x320.jpg 480w" sizes="(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) 570px, 100vw"></p><h2>Marketing Campaigns of Burberry</h2><p><span style="font-weight: 400;">There is nothing more powerful than a brand that is marketing to increase its brand awareness and brand preference. In a very short period of time, any company can see its market popularity and reap benefits from getting involved with various campaigns and events.&nbsp;</span></p><p><span style="font-weight: 400;">In Burberry’s case, the company takes an active part in creating new campaigns, both digital and offline, for its audience at the country level.&nbsp;</span></p><h3>Voices of Tomorrow – Burberry x Marcus Rashford Campaign</h3><p><span style="font-weight: 400;">Burberry has introduced a unique campaign called “Voices of the future” to encourage young people to speak their minds. Through this campaign, the brand hopes to create a change in the youth culture and bring communities closer.&nbsp;</span></p><p><span style="font-weight: 400;">It has collaborated with Marcus Rashford to promote this campaign. With this campaign, Burberry represents the longstanding importance of supporting the community as the luxury fashion house pledges to support the voices of tomorrow to build a better future.&nbsp;</span></p><p>Burberry has recently undergone a logo redesign, and here’s a glimpse of the same –</p><p><img decoding="async" class="alignnone wp-image-391540 " src="https://iide-media.blr1.cdn.digitaloceanspaces.com/production/upload-1736874095666-07575d1876866e6dd815a67a6d7d1fba.webp" alt="Marketing strategy of burberry - New Burberry logo" width="220" height="275"></p><p><span style="font-weight: 400;">With this we have come to an of this case study, let us summarise everything in the final section of this case study.</span></p></div></div>

<div class="raw-html-embed"><div data-bglz="1" class="et_pb_text_inner"><h2>Conclusion</h2><p><span style="font-weight: 400">Burberry is one of the most influential fashion brands in the world. Since the company’s creation, it has been a prominent name among fashion critics and buyers, setting its niche really into the high-end customer.&nbsp;&nbsp;</span></p><p><span style="font-weight: 400">However, in this rapidly digitizing world, the company has been doing its best to adapt to newer and newer changes with the passing. From recently being in the news for setting up digital stores to incorporating creativity with artificial intelligence, Burberry has all bases set in the right places.</span></p><p><span style="font-weight: 400">Liked our work? Interested in learning further? Do check our </span><a href="https://iide.co/"><span style="font-weight: 400">website</span></a><span style="font-weight: 400"> for more. Also, if you’re interested in Digital Marketing, you can check out our </span><a href="https://masterclass.iide.co/video/digital-marketing-fundamentals"><span style="font-weight: 400">Free Digital Marketing Masterclass</span></a><span style="font-weight: 400"> by Karan Shah.</span></p><p><span style="font-weight: 400">Let us know your thoughts on this case study in the comment section down below. Thank you for reading, and if you liked our then do share this in your circle.&nbsp;</span></p><p><span style="font-weight: 400">Until then, see you next time!</span></p></div></div>

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Looking for Burberry Case Study? This case study on marketing strategy of Burberry covers its marketing mix, digital marketing & advertising strategies.

Complete Case Study On The Marketing Strategy Of Burberry

<div class="raw-html-embed"><div class="et_pb_text_inner"><p><span style="font-weight: 400">This luxury British fashion house makes, designs, and distributes ready wears, accessories, perfumes and is very famous for its trench coats. It is none other than Burberry.&nbsp;</span></p><p><span style="font-weight: 400">It has been associated with numerous contributions that have made it a leading name in luxury ready-to-wear clothes. Today, the name Burberry is synonymous with excellence and quality in the fashion world.&nbsp;</span></p><p><span style="font-weight: 400">In this case study, we would go through learning about the marketing strategy of Burberry in greater detail by going through its 4Ps of the marketing mix, its marketing and campaign strategies, along with digital marketing strategies. So, let us start by understanding about Burberry as a company in the coming section.</span></p></div></div>

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<div class=raw-html-embed><h1>Complete Marketing Strategy of Burberry with Company Overview</h1></div>

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Complete Marketing Strategy of Burberry with Company Overview

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