The Brand

Burberry is a British global luxury brand and has become synonymous with it’s quality, innovation and style with a multi generational appeal and key competency in womenswear, menswear, non-apparel and childrenswear.

Rated among the top ten global brands , Burberry possesses one of the most recognized icon portfolios in the world, including the classic trench coat, trademark check and Prorsum horse logo.

The concept

“ I really started thinking about Burberry make-up when we were working on the show several years ago. I was looking at all the

different ways the Burberry girl expressed herself and it was the only element missing when you circled her world and her attitude.”

Christopher Bailey

“Her make up is as light and natural as the trenchcoat that she effortlessly throws on.”

Christopher Bailey

‘Effortless Elegance’

The iconic Burberry trenchcoat

Classic EleganceInnovative

• Capitalize on Burberry brand momentum• Dominate beauty and news pages• Use star products, Burberry runway

collections to keep up the momentum of the collection

• Position line as natural, elegant and natural part of the Burberry world and the Burberry girl look

• Focus on ad campaign products at launch time as well as introduction of a new Burberry collection

• Women, trans-generational • core target: 25- 40 years old• Urban, Modern, Educated, Beauty- Addicts, Past

Purchasers of Luxury Products• Who like innovation and creativity• Shop at retailer exclusively selling Burberry BEAUTY

SheerNaturalBreathableLightweight

Warm SoftNatural understated coloursBritish weather shades

ArchitecturalInnovativeModern and clean linesBurberry signature with the etched metallic check detailing

Timeless eleganceQuiet luxuryIconic style

VISUAL

PACKAGING

ATTITUDE

CONCEPT

Timeless Sophisticated

Glamour Sensual

Glamour Metropolitan

Masculine/Feminine Powerful

Natural Style Relaxed Attitude

Elegance Metamorphism Hollywood Style

Strong Colors

Effortless Elegance

Effortless Mascara

1200 THBEye Definer910 THB

Sheer Eye Shadow

1300 THB

Sheer Foundation

1950THB

Sheer Compact Foundation 2200THB

Sheer Powder1850THB

Light Glow1770THB

Warm Glow1600THB

Lip Definer870THB

Lip Glow1150THB

Lip Cover1250THB

ArchitecturalModern and clean linesIn line with fashion boutiques

Burberry ambassadors

Dedicated to all local training, in-store events, PR events

Special appearances on counter or pre sale events before openings

Wendy Rowe

Gina Kane (Europe, UK)

Marie Lanne (Europe, Asia

Valeria Ferreira (Europe)

Rafael Pita (Middle East)

3 Formats of Training Book

1. Full Day2. 2 hours3. 30 minutes

Covering:• The Brand• Christopher Bailey• The last Highlights• The Collection• The Inspiration• The Products in Detail• The Campaign• Selling Techniques• Wendy’

PESTLE Analysis

• Political– Fluctuation over the last 6 years– Corruption rate (88th)– Imports tariffs & VAT– Impact on personal income tax rates

• Economic– GDP (ppp) at $646 Billion (25th)– Low interest rate at 2.5%– Strong THB

• Social– One of the major market in Asia– 10% Annual growth rate– THB 50 Billion domestic sales in 2010– Fragrance and Cosmetics are two tops in the

industry

• Technological– Results from political sector– Corruption & infrastructure– Low level of research and developments

• Legal– Consumer law• Hydroquinone, Retinoic Acid, and Ammonia Mercury• Adverse effects

– Labelling requirements– Advertisements inspections

• Environmental– Hot climate– Sunscreen protection

Processes

• 5 beauty advisors in each location• Abilities to support customers with only two

locations• Given knowledge on the product ingredients

and benefits• Various range of skills in retail handling• After-sales services• Sales return

CRM

• Provide better selection of products• Better customer services• Provides variety to serve different group of

customers• Information analysis– Membership– Feedback form– Observation

• Analysis software\

Distribution

• Luxasia– Located in 10 countries– Represents (in Thailand): BCBG, Bvlgari, Calvin Klein,

Cerruti, Davidoff Parfums, Dolce & Gabbana, Esprit Scents & Senses, Kenzo, Lanvin, Lolita Lempicka, Moschino, Nautica, Salvatore Ferragamo, and Valentino

– Two major transportation modes are in used– One warehouse available in inner area of Bangkok– Distribute to 20 locations of Central and The Mall

group throughout Bangkok

SWOT Analysis Strength

• Good original Burberry’s brand image • Strong iconic colors (easy to recognize)• Brand already is well known• Could use the brand’s customer data

Weakness

• Few distribution channel (few branches)• Still new in Cosmetic market comparing to

other competitive brands• Not noticeable Advertisements & Promotion

Opportunity

• Could build up from the original Burberry base customer

• Brand’s name already recognizable

Threats

• Many Competitive brands (makes high switching costs)

• Cosmetic market in Thailand is very packed • Competitive brand already launched many

years

Competitor Analysis

Chanel Strength -Strong distribution channel -Good brand image

Weakness- High price- Few promotion