DIGITAL MARKETING

PART ONE: Brand analysis

1. Introduction

Brand Name: Burberry

Burberry is British iconic brand established in 1856 by Thomas Burberry

headquartered at London, England. It manufactures and markets the mens,
womens and childrens apparel, accessories and fragrances as well.

Burberry is mainly known for its classic trench coats. It sells through concessions
through third party sellers and has a presence all over the world. The Trench
coats, Burberry is famous for were worn in trenches of World War I by British
army and from there it became such an important part of British culture that
Queen Elizabeth II and Prince of Wales have granted the company Royal
Warrants.

Christopher Bailey is the current CEO of Burberry since 2014. Burberry is a

London Stock Exchange listed company and was ranked 73rd amongst the global
best brands.

Website: https://in.burberry.com/

Burberrys Trademark products are its fashionable handbags and exclusive

fragrances. Burberry bags are the ultimate accessory.

Burberry has its presence across all possible social media channels, where it
shares the information regarding the upcoming events, brand appearances or if
new collection is to be released.

Burberrys Social Media Presence:

Platfor Website/ link Fans/Follo
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Facebo https://www.facebook.com/Burberry/ 17,161,792
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Twitter https://twitter.com/Burberry?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp 7.26 M
%7Ctwgr%5Eauthor
YouTub https://www.youtube.com/user/Burberry 283648
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Pinteres https://www.pinterest.com/burberry/ 193.3K
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Google https://plus.google.com/+Burberry 5,295,655
Plus
Instagr https://www.instagram.com/burberry/?hl=en 8M
am

Their Social media message is very simple:

We make stylish

Cloth very simple.

Burberry has a strong image Synonymous with Quality, Style and Elegance. It is
appealing to consumers who love British classic, smart and timeless style. It is
considered as the old brand and boring among the younger generation.

Burberry elicits more private and enduring feeling of social acceptance and Self-
respect. Its consumers feel they are elite, fashionable and attractive. However
younger generation thinks that the brand is overpriced and hence they have low
consideration for this brand.

Burberry Communicates by posting pictures and video galore. Their page utilizes
the hashtags like #thisisbrit to promote the upcoming events. It is present all
over the social media on twitter they tweet about their latest products, on
YouTube they post the video regarding the new product or upcoming events on
blogs also they post content about what is happening inside their company.

Markers comments:

/8

2. Target market

Burberrys target audience captures those who wants luxury while being
functional, their point of difference from other competitors is that they could be
luxury, aspirational, and functional. Burberry decided to go online in 2009 by
launching its Facebook page to reach their niche target segment which consists
of middle aged men and women of elite class seeking quality, style and elegance
with form and function.

They also wanted to target younger consumer to create a loyal customer base
through its social media presence to broaden their brand and make it cross
generational brand. They want their appeal and accessories to reach the
different generations keeping the image of style intact with functionality.

Markers comments:

/8

3. SMART objectives

SMART is widely applied while identifying marketing to support long term goals.
SMART is basically used to assess the suitability of marketing objectives which
are set to derive different strategies or to improve business process.

SMART stand for:

S- Specific

M- Measurable

A- Achievable

R- Relevant

T- Time bound

Objective 1: Increasing online awareness and engagement by 10%

Tactics: Social Media Marketing, Mobile marekting.

KPIs: Number of hits on website, likes, No. of Drop offs, Subscribers, no. of
views.

Tools: Google Analytics, R language, Clicky, KISSmetrics, Facebook Analytics,

Twitter Analytics.

Objective 2: Increasing Relevance and recall.

Tactics: Social Media Marketing, CRM, Video Marketing.

KPIs: Number of hits on website, likes, No. of Drop offs, Subscribers, no. of
views.

Tools: Google Analytics, R language, Clicky, Facebook Analytics, Twitter

Analytics.

Objective 3: To acquire more new customers and increase the frequency of

repeat purchases by 2%.

Tactics: Social Media Marketing, CRM.

KPIs: Number of hits on website, likes, Subscribers, new sign ups on Burberrys
website and No. of repurchases etc.

Tools: Google Analytics, R language, Clicky, KISSmetrics, Facebook Analytics,

Twitter Analytics.

Markers comments:

/24

PART TWO: Strategic considerations

1. Competitor analysis

Burberry is one of those rare firms which manage to be both First and Fast
movers in the Digital Marketing, among other firms in the same industry. With its
early adoption of Digital Media to market itself and constant rejuvenation of its
online campaigns, it has managed to be the leader of the industry.

That is not to say that it doesnt have any competitors. With more and more
companies making their entry into the Digital Marketing world, now Burberrys
work is becoming more challenging. Though there are many firms that have
attractive campaigns, the main competitor we have chosen is Louis Vuitton.

With 5.5m followers on Twitter, 18.3 million likes on Facebook, 9.9million

followers on Instagram Louis Vuitton has a good presence over the online media.
It also maintains its own ecommerce website. Its due this superlative branding
that in 2013 the valuation of the firm stood at 25.9 billion USD, the sales of the
firm for the same year was 9.4 billion USD.
Louis Vuitton presence over the social media channel is characterised by
elegance and creativity.

Their advertising campaigns have famous famous actors, models and musicians.
Their Make a Promise campaign created and lot of buzz and impact. For the
campaign LV partnered up with UNICEF to raise funds for helping children world
over, affected by diseases, conflicts, malnutrition, and natural disasters. They
used Facebook, twitter, Instagram to promote their special pendants designed for
this campaign and each product thus sold contributed $200 for the cause.
Some of the other interesting campaigns of LV which we can take inspiration are:

1. Promotion of Shanghai fashion show through all digital media. The brand
kept its followers over social media engaged over the days leading to the
event by posting daily pictures and videos taken by photographer and
blogger Todd Shelby. They followed Todd Shelby over his entire journey as
he travelled by train and kept posting them daily. This created a lot of buzz
over social media.
 2. In 2014, during the FIFA world Louis Vuitton garnered global fame and
attention by designing a case for the world cup. This bag was promoted
heavily over all social media platforms.

3. Louis Vuittons online chat functionality, to help answer queries of

customers as soon as possible.

Markers comments:

/8

2. Role of data

Data can be very effective for Burberrys future strategy.

Though Burberry is a well-known brand but still there are a lot of market it
doesnt cater, details of its followers over different social media sites could
help Burberry to find out new markets to enter.
It could also help the brand decipher what are the customer needs and
requirements for the future.
 Burberry being a premium brand, could also use an app to track its
customers. Then as per the users current location specific and accurate
promotional messages can be sent to them.

Example: A customer travelling from Texas, USA to UK could be pushed a

notification of the latest trench coat trends, closest store to his/her current
location etc.

The tactics that can be used to improve digital media marketing are:

Social Media Marketing

CRM
Video Marketing
Mobile Marketing

Techniques that can be used to implement these tactics and track data:

ORM & Sentiment Analysis for Social Media

Email Automation & Analytics
CRM Analytics, etc.
Third-party server tracking for booked media

Markers comments:

/12

PART THREE: Tactical plan

Tactic 1: Social Media Marketing

Burberry launched their Facebook page in 2009 and became one of the very few
luxury brands to use social networking and has so far approximately 17.16
million followers. They use their official Facebook page to share product
campaigns, behind the scenes content, company milestones, announcements
and new store openings. With a very high engagement rate, it has become a
portal where the fans can get a real connection with the brand. Facebook
accounts for a key part of their social media strategy, however they also have
their own website and are a part of Google+, Twitter, Tumblr, Pinterest and
Instagram. It has 2.76 million followers on Twitter, 5.29 million followers on
Google+, 8 million followers on Instagram and 193k followers on Pinterest.
Burberry is a renowned force across social media majorly, not only because of its
presence but majorly due to its unique digital content. They also launch their
digital campaigns which are most of the times a huge success. Let us now look
into a few of such campaigns that Burberry has launched over the years:

Art of the Trench: The Art of the Trench campaign involved a microsite. The
microsite was an independent social networking website that allowed Burberry
customers to take pictures out on the street of the iconic trench coat and share
them. Customers can move their mouse across the page to see different people
wearing the coat, while listening to music of upcoming artists. Theres also an
option to filter the style of trench by colour, style and gender.
Burberry Acoustic: On its website, it showcases brand new music talent
from the lengths and breadths of the United Kingdom. This section of the website
also features different bands and artists performing tracks acoustically wearing
various apparels and other accessories from the latest Burberry collection. Its a
brilliant way to promote the brand to a very specific target audience and
encourage consumer discussion and hence the familiarity and recall with the
brand.

Burberry Bespoke: Personalisation has always been a very important factor

throughout Burberrys digital marketing strategy, across all their products and
communications. Burberry Bespoke allows visitors to customise and purchase
their own trench coat with all the different designs and colours. Burberry allows
users to change the colour, sleeve length, and even add a personalised
monogram of their choice. Visitors can then buy it online instantly, request an
appointment, live chat with customer service depending on their convenience
and can even share their design across social media.

Burberry.com is one of the finest fashion websites in the world. With consistent
and seamless access across all devices, simple CTAs and imagery, it is just mind
blowing. The site has an embedded navigation, which can be used by the visitors
to ecommerce, look books and other digital content. Their flagship retail store on
Regent Street in London has been inspired by the site map of Burberry.com,
without exact resemblance with the layout and architecture of the website.
Burberry also has started embedding digital chips into the products, which
activate short story of its creation.

Markers comments:

/10

Tactic 2: CRM

CRM: Burberry made a statement by dropping Magazine Advertisements for

Online Advertising. Now 60% of its annual marketing budget is devoted to digital
media. Burberrys 2016 advertising campaign consists a series of 40 images
which will be shared across Facebook, Twitter, YouTube, Instagram etc. These
decisions reflect the fact that the organization understands where to find its
target customers. Building and maintaining profitable customer relationships is
one of the very important values at the organization. Burberry uses the different
social media and other digital platforms to build these relationships. A very
important aspect is that all their messages about the brand is consistent
throughout and across all the platforms. They realise that the Millenials are
influenced the most by their peers and hence involve and engage its fans and
followers all across the digital media. They build such relationships by being
consistent, credible (backed by the legacy of approximately 160 years),
responsive, honest and transparent. CRM as a strategy is very dear to Burberry
as most of its sales are from repeat customers.
Markers comments:

/10

Tactic 3: Video Marketing

Video Marketing: Video Marketing may be one of the most integral ways
that Burberry is, and was, able to chronicle its growth and success. Till date, its
YouTube channel has uploaded more than 500 videos and has a subscriber
base of 227,000. It also has 86 million viewers to its credit. It features how-to
makeup tutorials, acoustic music that highlights British talent, and even
catwalks, which offer consumers a virtual front-row seat. The brand has very
recently produced a holiday campaign film starring the likes of Billy Elliot,
Naomi Campbell, Rosie Huntington-Whiteley and Romeo Beckham. The film
shows these celebs happily roaming around and sporting the classic coat-and-
scarf attire from Burberry. It truly resonates the class and heritage that the
brand has always been associated with. The brand, here, has accomplished a
great achievement by abiding by its unique distinctly British attitude and yet
allowed a fun vibe to be a central part of the message. This is the primary way
the brand wants to interact to its youthful affluent target customers.
Markers comments:

/10

Tactic 4: Mobile Marketing

Mobile Marketing: In its foray into mobile marketing, Burberry can boast a
lot of its successful campaigns. Burberry shifted to online marketing and
advertising not only because of the trend but because it understood that that is
where the most of its customers are. Instead of going through traditional
marketing media, they successfully adopted the entire digital marketing media.
They have been able to provide customers with exclusive content. When talking
about Mobile Marketing, the following are a couple of its campaigns that were
hugely successful:

Burberry Kisses: Based on the biometrics and fingerprints, Burberry

launched the Burberry Kisses campaign in collaboration with Google where
people could capture their lips impression and send personal kisses to their loved
ones. This campaign was an engaging piece of content and connected people
emotionally, thereby creating a lot of buzz.
Burberry Snapchat Campaign: Burberry launched its Spring 2016
campaign shot with the legendary fashion photographer Mario Testino live via
Snapchat. The Snapchat subscribers who followed Burberry on Snapchat could
watch the shoot. It was a thrilling strategy as the content on Snapchat
automatically erases within 24 hours and hence created a sense of excitement
among the fans and followers.

Markers comments:

/10

Section Mark Out of

Part One 40
Part Two 20
Part Three 40
Total 100
Percentage 100%
Markers comment: