New CEO, Jonathan Akeroyd vision is to broaden the brand’s appeal and is focusing on a long term strategy of growth, doubling the sales of key categories with a modern british luxury positioning of the brand. He is focusing on the BRICS nations( Brazil, Russia, India, China and South Africa ) as there are a number of middle class consumers with a taste for luxury brands. The chief Executive Officer Jonathan Akeroyd has contacted you as a team of international Marketing consultants to design a NEW global marketing program that is aligned with his new vision for the brand for one of the lucrative markets he has keen interest in . The Marketing program should focus on the following sections: Introduction - “Burberry’s New Global Marketing Plan for the Chinese Market” Why Burberry in china Highlight the imp of china’s growing middle class and their affinity for luxury brands Expound on CEO’s vision to broaden the appeal and long term growth - Company Background - in china - Cultural analysis - Vision/Mission – Target Market Global Market Segmentation: Global Targeting Strategy: Global-positioning and Differentiation Strategies in the Chosen Target Market: o Product exclusivity o Ecommerce He wants the brand to be “desirable and relatable,” with product sitting front and center, a renewed focus on “femininity” Competitor Analysis: SWOT Analysis: Market Entry Mode Strategy and Proposed Timeline for Implementation: Marketing Mix: In successfully launching the brand in a lucrative market like China, we will manipulate the international marketing mix (4 Ps) as follows: Product - - Limited edition products Place - Flagship stores in high population cities Tourists Promotion Collab with boutique stores Local celebrities and influencers consider cultural sensitivities Social media marketing – brand partnership Fashion shows, exclusive events Price - Considering the target market's preference for luxury brands, we will position the brand as a premium product with a higher price point. This will help create a perception of exclusivity and quality among the middle-class consumers in China. To attract new customers and gain market share, we may also consider offering promotional pricing or discounts during the initial launch phase. Tagline Tradition and Modern Luxury Meets at Burberry SMART Objectives (Communication) IMC Model The IMC (Integrated Marketing Communications) model for Burberry launching in China would consist of various elements to ensure a successful entry into the Chinese market. Social Media Marketing Sponsorships and Partnerships Retail Experience Proposed Timeline - Research - Develop Marketing strategy and communication plan - Establish retail stores and online stores - Campaign Launch

New CEO, Jonathan Akeroyd vision is to broaden the brand’s appeal and is focusing on a long term strategy of growth, doubling the sales of key categories with a modern british luxury positioning of the brand. He is focusing on the BRICS nations( Brazil, Russia, India, China and South Africa ) as there are a number of middle class consumers with a taste for luxury brands. The chief Executive Officer Jonathan Akeroyd has contacted you as a team of international Marketing consultants to design a NEW global marketing program that is aligned with his new vision for the brand for one of the lucrative markets he has keen interest in . The Marketing program should focus on the following sections: Introduction - “Burberry’s New Global Marketing Plan for the Chinese Market” Why Burberry in china Highlight the imp of china’s growing middle class and their affinity for luxury brands Expound on CEO’s vision to broaden the appeal and long term growth - Company Background - in china - Cultural analysis - Vision/Mission – Target Market Global Market Segmentation: Global Targeting Strategy: Global-positioning and Differentiation Strategies in the Chosen Target Market: o Product exclusivity o Ecommerce He wants the brand to be “desirable and relatable,” with product sitting front and center, a renewed focus on “femininity” Competitor Analysis: SWOT Analysis: Market Entry Mode Strategy and Proposed Timeline for Implementation: Marketing Mix: In successfully launching the brand in a lucrative market like China, we will manipulate the international marketing mix (4 Ps) as follows: Product - - Limited edition products Place - Flagship stores in high population cities Tourists Promotion Collab with boutique stores Local celebrities and influencers consider cultural sensitivities Social media marketing – brand partnership Fashion shows, exclusive events Price - Considering the target market's preference for luxury brands, we will position the brand as a premium product with a higher price point. This will help create a perception of exclusivity and quality among the middle-class consumers in China. To attract new customers and gain market share, we may also consider offering promotional pricing or discounts during the initial launch phase. Tagline Tradition and Modern Luxury Meets at Burberry SMART Objectives (Communication) IMC Model The IMC (Integrated Marketing Communications) model for Burberry launching in China would consist of various elements to ensure a successful entry into the Chinese market. Social Media Marketing Sponsorships and Partnerships Retail Experience Proposed Timeline - Research - Develop Marketing strategy and communication plan - Establish retail stores and online stores - Campaign Launch

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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Question

The chief Executive Officer Jonathan Akeroyd has contacted you as a team of international Marketing consultants to design a NEW global marketing program that is aligned with his new vision for the brand for one of the lucrative markets he has keen interest in .

The Marketing program should focus on the following sections:

Introduction -

“Burberry’s New Global Marketing Plan for the Chinese Market”

Why Burberry in china
Highlight the imp of china’s growing middle class and their affinity for luxury brands
Expound on CEO’s vision to broaden the appeal and long term growth

- Company Background -

in china

- Cultural analysis -

Vision/Mission –

Target Market

Global Market Segmentation:

Global Targeting Strategy:

Global-positioning and Differentiation Strategies in the Chosen Target Market:

o Product exclusivity

o Ecommerce

He wants the brand to be “desirable and relatable,” with product sitting front and center, a renewed focus on “femininity”

Competitor Analysis:

SWOT Analysis:

Market Entry Mode Strategy and Proposed Timeline for Implementation:

Marketing Mix:

In successfully launching the brand in a lucrative market like China, we will manipulate the international marketing mix (4 Ps) as follows:

Product -

- Limited edition products

Place -

Flagship stores in high population cities
Tourists

Promotion

Collab with boutique stores
Local celebrities and influencers
consider cultural sensitivities
Social media marketing – brand partnership
Fashion shows, exclusive events

Price -

Considering the target market's preference for luxury brands, we will position the brand as a premium product with a higher price point. This will help create a perception of exclusivity and quality among the middle-class consumers in China.
To attract new customers and gain market share, we may also consider offering promotional pricing or discounts during the initial launch phase.

Tagline

Tradition and Modern Luxury Meets at Burberry

SMART Objectives (Communication)

IMC Model

The IMC (Integrated Marketing Communications) model for Burberry launching in China would consist of various elements to ensure a successful entry into the Chinese market.

Social Media Marketing

Sponsorships and Partnerships

Retail Experience

Proposed Timeline

- Research

- Develop Marketing strategy and communication plan

- Establish retail stores and online stores

- Campaign Launch

Definition Definition Arrangement between two or more people whereby they agree to manage business operations and share its profits and losses in an agreed ratio. The agreement drafted and signed by the partners of the firm is termed as a partnership deed and contains various important clauses agreed between the partners such as profit/loss sharing, interest on capital, remuneration allocation of each partner, and drawings of a partner.

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