Team 5
Marketing Management
Korea University Business School
김나은, 김영민, 최성호, 김민석, 이현서, Nina Magimel, Natalia Devescovi, Jeanne
Quivogne
Ⅲ. STP – Geographic segment
The geogrpahic features
made today’s Burberry’s
image
Jacekts and coats became
the main product of
Burberry
Burberry focused on other
products that had different
climates with UK
Ⅲ. STP – Demoographic
segment
The consumers are mainly
from USA and China.
Most of the luxury brands
consumption is from the
millenial generation
With the first high brand to
launch a digital platform,
Burberry is gaining
popularity amony the
young generations.
V. Marketing Mix
PRODUCT
Main product changes
from trench coat to
leather product
PRICE
High-value strategy
PRODU
CT
PRICE
PLACE
PLACE
Digital platform,
Department store
and Individual store
strategy
PROMOTION
PROMOT
ION
Various of digital
marketing
V. New Marketing Proposal
“WO strategy”
combined its own
tradition image with
modern products
close relationship with
consumers
●
●
VI. Wrap up….
“Burberry”
- Diverse segmentation, targeting and
positioning strategies
- Working on Product, Price, Promotion,
Place
-
-
- New marketing proposal for Burberry
THANK YOU