Thomas Burberry is credited with investing gabardine fabric in the 1850s. The Burberry trademark is registered in more than ninety(90) countries around the world, and the company’s signature ‘ plaid’ pattern often referred to as ‘check’ is incorporated into a wide range of apparel and accessories.

In China, a critical region for luxury brands accounted for £2 in every £5 spent.However, sales have been undeprforming compared to the Burberry brand rivals.

Question:

New CEO, Jonathan Akeroyd vision is to broaden the brand’s appeal and is focusing on a long term strategy of growth, doubling the sales of key categories with a modern british luxury positioning of the brand. He is focusing on the BRICS nations( Brazil, Russia, India, China and South Africa ) as there are a number of middle class consumers with a taste for luxury brands.

The chief Executive Officer Jonathan Akeroyd has contacted you as a team of international Marketing consultants to design a NEW global marketing program that is aligned with his new vision for the brand for one of the lucrative markets mentioned above which he has keen interest in .

The Marketing program should focus on the following sections:

1. An Introduction: A cultural Analysis of the chosen country and explain why this choice would have a positive impact on the marketing of this new product for Burberry

2. Company Background: Brief Company profile and assumptions, Marketing Objectives (SMART), Vision/Mission, Selection of the target Market, Global market segmentation, Global Targeting Strategy, Global-positioning and Differentiation strategies in chosen target market, Competitor Analysis, SWOT Analysis, and Market Entry Mode Strategy and a Proposed Timeline for Implementation

3. Explain the International marketing mix (4 Ps) in successfully launching the brand. For your Communication / promotion program, include the following:

i. Tagline for the global promotional campaign

ii. Communication Objectives (SMART)

iii. Plan to implement an IMC Model