Abstract
For the purpose of this report, the analysis of the product element of the marketing mix will incorporate the analysis of the product itself and its design, brand, packaging and positioning across international markets.
Positioning - In this case, positioning can be considered the most important part of the product element as it dictates all the others. Burberry is positioned as a luxury brand that expresses the authentic British lifestyle. This positioning is standardized to maximum across all the markets the company operates in so that brand dilution does not occur. The following perceptual map illustrates Burberry's positioning, alongside other well-known luxury brands.
As Lee and Usunier (2005) argue, a company should "standardize as much as feasible and customize as much as needed" when operating across different international markets. Burberry's product range includes men's, women's and children apparel, complemented by a wide variety of "soft" accessories (scarves, shawls, ties) and "hard" accessories (handbags, women's shoes, umbrellas, eyewear, watches). Another classification of Burberry's products would be continual (e.g. the classic trench coat) and seasonal (sold as a specific collection in one season).
