Burberry Brand Faced Lot Of Problems Marketing Essay

Burberry Brand Faced Lot Of Problems Marketing Essay Compare Burberrys market position relative to that of its competitors, including Polo, Armani and Gucci. Answers: Burberry had positioned itself into a luxury lifestyle brand that was inspirational, stylish, and innovative brand. Burberry had targeted its brand in order to attract younger customer base along with the traditional stodgy looking, conservative and a customer based skewed towards the older generation. Therefore, the market positioning for Burberry can appeal to the hip 25-year-old man or the conservative 65 year old man. Burberry had become a brand symbolizing both luxury and durability. Burberry was focused for a niche segment between brands such as Polo Ralph Lauren and Giorgio Armani in Apparel, and between Coach and Gucci in accessories. Burberry had a particular price point and for a particular price segment. Burberry was never just a classic brand or a brand always having a cutting edge but had always maintained itself as a accessible luxury brand. The point of difference (PoD) which made Burberry unique was its functionality, i.e. the products had a purpose. Burberry was an aspirational brand with functionality which made it unique. Burberry had comfortably nestled itself between a lifestyle (represented by Ralph Lauren) high end fashion products (represented by Gucci) in the accessories and some men apparel and the high end brand in womens apparel and most mens apparel. Market Share In terms of Market share, the Exhibit13 display that Burberry has the fourth largest market share at 5.2%. The relative performance of Burberry as compared to Polo, Armani and Gucci are as follows: ______________________________ Players____________Market Share Polo Ralph Lauren 9.1% Burberry 5.2% Gucci 4.4% Giorgio Armani 3.5% Source Accessories Exhibit14 shows the sales of accessories in Eur(mn) of Burberry in comparison to the other brands. The accessories of Burberry had an sales of 445 Eur(million). In comparison to the other brands the sales of 2001 were: _____________________________ Players________________Eur(Mn) Gucci 1,394 Polo Ralph Lauren 484 Burberry 445 Source In terms of sales Louis Vuitton had the most amount of sales. Gucci and Polo Ralph Lauren had more amounts of sales in terms of revenue as compared to Burberry. Apparel Exhibit14 shows the sales of apparel in Eur(mn) of Burberry in comparison to the other brands. The apparel of Burberry had an sales of 988 Eur(million). In comparison to the other brands the sales of 2001 were: __________________________ Players________________Eur(Mn) Polo Ralph Lauren 3,621 Burberry 988 Georgio Armani 661 Source In terms of sales, Polo Ralph Lauren had the most amount of sales. Burberry had more amounts of sales in terms of revenue as compared to Georgio Armani. Advertisement Expenditure The following is the amount of expenditure done by the fashion companies with respect to burberrys advertisement expenditure ______________________________ Players_________________Eur(Mn) Burberry 98 Giorgio Armani 72 Gucci Division 111 Polo Ralph Lauren 100 Gucci has spent the maximum on advertisement expenditure, followed by Polo and then by Burberry. Giorgio Armani witnessed the least advertisement expenditure for 72 million. Source Question 2) Is Burberrys competitive position sustainable over a long term? Answer: There are some constraints that Burberry is facing, these are : The marketplace and current trends are constantly changing. Everyone is a competition. High Income people shop everywhere, and lower income people are starting to shop for for affluent brand names. The brands sales rely heavily on the Burberry check. With emergence of new customer base, looking towards them might create a danger of alienating old client base. The new management of Burberry has overcome these constraints efficiently, but with the rise in competition, the management has to work really hard to keep the brand contemporary and moving in the positive direction. Question 3) Bravos team is currently carrying out several initiatives including multiple collections, multiple channels and multiple licenses. What is the role of each of these initiatives in Burberrys overall business model? Multiple Collections: Under Bravo Burberry was positioned as a brand in between Polo Ralph Lauren and Giorgio Armani in apparels and between Coach and Gucci in accessories. Bravo wanted the Burberry brand to appeal younger generation, while maintaining its old customer base. In order to reposition the brand and attract new customers base Burberry launched multiple collections. The other reason for launching multiple collections was to remain consistent with the current fashion trend in the market. Bravos team started slashing the number of SKUs to eliminate outdated designs and had a consistent look across the products. Each season Burberry used to introduce 450 to 500 womens apparel styles and 330 to 350 mens apparel styles. These collection were very cross generational i.e. it targeted people in the age range of 25 to 60. In this way Burberry made itself more visible and easily approachable for the customer. In order to make people aware that something new is happening at the Burberry, a high profile high-end brand called Prorsum was introduced. Prorsum was available only in the best stores of the world. Through its multiple collections Burberry was s uccessful in creating an image of high fashion brand yet approachable for the customers. Multiple Channels: Burberry Brand faced lot a problem before Bravo joined due to parallel trading, which had a negative impact on its process and brand image. Burberry had 3 channels of distribution retail, wholesalers and licensed partners. By the end of 2002 Burberry had nearly 3162 wholesalers worldwide which included 434 departmental store and 2728 speciality stores. Burberry also had 132 company owned stores all over the world. These company stores where designed to display the entire product range, showcase the company vision and were also used as a testing ground for new concepts. Multiple channel helped Burberry increase its visibility among the customer, which in turn helped in acquiring new customers. Prices of products were raised to reflect the brands new positioning as a result the margin increased to 56% to 47%. Multiple licenses: Burberry exercised complete control over sourcing, designing, manufacturing and distribution. When specific expertise was required to certain product Burberry used licensees who had design, manufacturing and distribution. Burberry used licensees mainly in accessories business where they didnt have competitive advantage. Having control over the licenses, wholesalers and distributors helped Burberry in repositioning its brand and creating a positive image among the customers. In the process Burberry bought some of the distributors to stop parallel trading and have a tighter control over the process. Elevating the prices. Control over communications global communications. Question 4) Has Bravos team managed to elevate the overall status of the Burberry brand? Answer: The Bravo team was very successful in elevating the overall status of the Burberry brand. This was not an easy task or something that was accomplished overnight. Bravos goal when she took over was to transform Burberry into a luxury lifestyle brand that was aspirational, stylish and innovative. Some immediate changes made to Burberry to help accomplish this and elevate the overall status were cosmetic. This included changing the companys name from Burberrys to Burberry and introducing a contemporary new logo and packaging. Then Bravo went onto reposition the brand. This meant attracting younger customers while retaining Burberrys core customer base. The product line was also updated. The new product line included product classified as either continuity or fashion oriented. Continuity products were expected to have much longer lifecycles and fashion oriented products were responsive to fashion trends. Burberry also updated its product line to have three primary collections: wo mens wear, menswear, and accessories. With all of these new and radical changes, Burberry was able to elevate the overall status of its brand. Balance between continuity and fashion oriented products Balance between mens and womens wear (27% vs 33%) mens wear has relatively longer PLC Balance between accessories and apparels Balanced distribution Sales = 39% DOS 52% Distributors 10% Licenses Greater geographical balance dependence on Asia 75% Brand tier strategy London, Prorsum, Thomas Black.Blue.

A Sermon Review

The preacher’s approach in delivering his sermon was rather argumentative than expository. The first two main points were built around sub-points which argued that God never change. First, unlike man and everything on earth that alters changes, the preacher says â€Å"God is perpetually the same.†Although we do not know what substance that is which we call God, the preacher emphasized that his essence never change. Second, Spurgeons Argued that God’s attribute never changes. He meant that God’s moral attributes such as his mighty power, his omnipotence, his wisdom, and all the powers of God during the beginning of the world never ever changes even with the passing of time.God is ever the same and he never grow old, He never becomes weak nor has his power diminished as the time passed. Third, the preacher argues that God’s plan never changed. That is, his plan for the world and for every creations including the human beings and He is set to fulfill h is plan.The fourth sub-point talks about God’s promises in which Spurgeons argued that God never change his promises. That we can count on God’s promise and the best way of living in this world is to trust in God’s promises.Finally, Spurgeons argued that God is unchanging in his threatenings against ungodly and sinners. That is, when God says â€Å"Those who will not believe shall be damned† and when they are thrown to hell, it will forever and will never ever change despite of the passing of million ages.The preacher emphasized that God’s unchanging character is a depiction of God’s perfection and eternity. That is, if God changes, He could not be perfect anymore and he could not also be eternal. Spurgeons also argued that God as infinite being sees to it that all his words in the past are fulfilled despite of times that passed. Citing the towns and cities that God said will fall, and it happened, it means that God promises and the fulfillm ent of his words transcend beyond time and ages.The content and breadth of the sermon  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The content and breadth of the sermon was more of a devotional rather than theological although the sermon also reflects significant theological issues. However, it appears that the content of the sermon was not meant to give a lecture on theology but to emphasize on God’s immutable characteristic so that we can trust God for He is a very reliable God. That is, the sermon was intended to strengthen the faith of the congregation rather that to feed them with theological arguments.The context by which the sermon was given was the period of the great industrialization which means that people during this period were amazed by the introduction of new technologies. This was the time when people look at knowledge as power. In view of this, I could say that the breadth of the sermon was deep and sound with the preacher contending that despite of everything that was coming out of society, God is still the same powerful God and everyone must heed his words and threatening.The depth of his sermonThe depth of his sermon as it appears to me was just fit to the situation and to need of the people during his time. The sermon was neither narrow nor too deep but was more practical and easy to understand even by the least educated listener. Nevertheless the sermon was powerful enough to convince the listeners that God do exist eternally, that He never change, and that we could hold on to his promises.

Essay on Legacy of Rome and Christianity - 923 Words

Legacy of Rome and Christianity Christianity came into existence almost 2000 years ago. Christianity, like Judaism, rose from obscurity to become the dominant religion of Western culture. Christianity also became the dominant faith of Rome at the end of fourth century A.D. (Matthews 157.) Both Christianity and Rome influenced Europe in a number of ways. Christianity soon became the greater part of the empire. Between 284 and 476, Roman civilization went through two stages. One stage involved Diocletians reforms -- paganisms last pinnacle, and the second part, when the empire began to fall after Constantines reign -- the vibrant Christian age. (Matthews, 174) After this last stage, both secular and Christian writers†¦show more content†¦(Matthews, 234) The influence of Christianity in architecture can best be described in the context of the church -- which dominated art and architecture in the Middle Ages. (Matthews, 235) When Constantine controlled Rome, the basic form of the church was called a basilica. (Matthews 180) While basilicas varied, the basic shape consisted of a long hallway, with an apse, or curved wall at the eastern end. Two rows of parallel columns usually divided into a central area, or nave and two side aisles. (Matthews 180) Later, in the High Middle Ages, the Cathedral emerged. Two styles of cathedral were the Romanesque and Gothic. Of these types, the Romanesque was the first. The Romanesque received its name and style from ancient Roman buildings and churches of the Early Middle Ages -- the Church of Sainte-Marie-Madeleine in Và ©zelay, France s an excellent example. (Matthews, 236) The typical Romanesque church consisted of small windows and heavy walls and the floor of the building was in a cruciform shape to symbolize the cross. The Romanesque style also divided the nave into separate sections called bays. 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Drug Wars and Coffee Houses Paper - 1197 Words

INTL 4997: The Mexican Drug trade | Reading Response #3 | | | Audrey Robert | 10/31/2012 | | David Mares gives us insight into the political economy of drug trafficking in his book Drug Wars and Coffee Houses. To help us understand how psychoactive substances are organized and distributed, he uses the concept of a commodity chain. A commodity chain is the system that links consumption of psychoactive substances to everything that makes it possible, and proves that if something affects one phase of the system, the other phases are affected as well. Consumers and producers in this system depend on each other, and â€Å"neither one could exist without the other† (Mares, p.13). The whole system consists of various pieces that†¦show more content†¦These strategies include demand reduction, supply reduction, crime reduction, harm reduction, and civil rights protection. He states that while most countries want to pay attention to all of these, they may give priority to one in particular. There is demand reduction, which is basically attempting to reduce the demand for psychoactive substances and therefore set a chain reaction to where producers don’t make profit and so they turn to other means of making money. Mares states, â€Å"the ultimate expression of such a demand reduction strategy would be a population in which ‘just say no’ actually happens,† and he gives the example of fundamentalist Muslim countries in which people actually choose on their own or they are socially convinced not to drink or smoke. We can compare this strategy to supply reduction, where a country focuses on reducing the supply of drugs to consumers, which Mares explains as being both economically and politically attractive to policy makers. They assume that if the supply decreases, prices of these drugs will rise, and the demand will decrease. 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