Market Segmentation For The Market Position Of Burberry

3675 Words 15 Pages
OUTLINE
1. Market Segmentation…………………………………………………………………2
2. Product Positioning…………………………………………………………………...3
3. Marketing Mix of Burberry………………………………………………………….3
4. Situational Factors…………………………………………………………………....6
5. External Factors………………………………………………………………………7
6. Consumer Decision Process…………………………………………………………..8
7. Swot Analysis…………………………………………………………………………10
8. Suggestions…………………………………………………………………………....11
9. References…………………………………………………………………………….12
BURBERRY
1. We have choosen one of the leading fashion brand in retail sector which is Burberry.
2. Market Segmentation: Burberry has many goods in product portfolio that can be groupped women’s wear, mens’s wear, bag, and shoes. We will be focusing on outfit products such as; coats, trousers,
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Burberry used to provide products only for elders, soldier and royal members. Nowadays the brand has expanded its target market almost for every age group; Burberry’s classical appeal are mostly bought by mature men and women. But lately, Burberry has started to target youth as well by using Emma Watson as the brand face. For that reason, the market segmentation for Burberry diversify because Burberry can provide their product portfolio from 20 years old man/woman to 60 years old man/woman. Since the brand is associated with prestige and elegance, we can roughly adress A and B classes which contains people with high level income and education as the costumers of the brand. The simplicity and functionality of the designs make …show more content…
Individuals use these groups as reference points for learning attitudes, beliefs and behaviour, and adapt these in their life. The way how people perceive a brand is vital for companies marketing strategy. In the case of luxury brands what people should perceive is exclusiveness, respest and admiration. Burberry, in UK, had to combat with rising bad reputation of the brand resulted by low class youth starting to use imitation of Burberry cap. People often prefer expensive product to Show off their wealth and differentiate themselves from other groups. Burberry is oftenly used but celebrities in their daily lives, so the admirer of the person starts to admire the products as well. Burberry, in other to attract young customers launched advertisement campaign Emma Watson that is idol of most of the Western teenager. In addition former face of the brand Kate Moss, after her pictures published while using cocaine was immediately excluded from the Burberry’s

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