Burberry Marketing Plan: Customization of Trendy Blazers and Coats

This presentation details Burberry's marketing plan for introducing personalized fashion services through customized trendy blazers and coats. It begins with an executive summary and outlines the brand's mission, vision, aims, and marketing objectives, including increasing personalized services and customer base. The plan incorporates the marketing mix (product, price, place, promotion), segmentation, targeting, and positioning (STP) strategies, focusing on millennials and music celebrities. The marketing program includes direct, digital, and television marketing channels with a detailed budget allocation. The presentation concludes with monitoring and evaluation techniques to ensure the plan's success, referencing key marketing principles and strategies. The presentation provides a comprehensive overview of Burberry's approach to launching its new customized product line.