Importance of Positioning and Repositioning for Burberry

This case study explores the relevance and importance of positioning and repositioning for Burberry, a luxury brand aiming to go upmarket. It discusses the implications of positioning and repositioning on business performance and provides a positioning map of Burberry. Additionally, it describes two methods that Burberry can use to attain repositioning.

Case study

Table of Contents
INTRODUCTION...........................................................................................................................1
1. Importance of positioning and repositioning and its implication upon business performance
.....................................................................................................................................................1
2. Positioning map of Burberry...................................................................................................2
3. describing two methods to attain repositioning......................................................................3
CONCLUSION................................................................................................................................3
REFERENCES................................................................................................................................5

INTRODUCTION
The current study is based upon the case study of Burberry who want to go more up
market but at same time, it also faces different issues that affect the success. Thus, report
provide the relevance and importance of positioning and repositioning and provide positioning
map. Lastly it provide two methods of attain repositioning.
1. Importance of positioning and repositioning and its implication upon business performance
The importance of positioning for Burberry is to convey the consumers why they should
preferred Burberry’s product over other competitive options which are further based upon what
company evaluated about the target audience. In the same way, repositioning is also useful for
marketers so that they will adopt new strategy for marketing mix so that it will help to match
new segment of customers. As, Burberry aim is to go more up in market of luxury sector so it
require new approach in order to rich new audience and as a result, it also lead to change their
attitude towards brand (Iyer and et.al., 2019). Further, quoted firm also need to add different
value to their product so that company will communicate about their value in distinctive manner
so that it will change the perception of customers and also meet the defined aim with a specific
manner.
In addition to this, if both positioning and repositioning are successful then it will help a
firm to meet the define aim and objective in better manner. Such that Burberry will easily meet
the expectation of buyers and as a result, it further assist to stay ahead in the competitive market.
Moreover, it is also analyzed that this strategy grab attention of different types of consumer who
support a business to increase its financial performance and also company will face competition
too (Payne, 2017). Along with this, if Burberry uses this strategy then it will easily meet need of
customers such that the demand of customers are fluctuating and therefore, to cope up with the
changing need, company have to offer those product that attract range of new customers towards
it.
Moreover, through repositioning strategy, Burberry also determine its strategic direction
and to meet the change in macro environment, company also re-position its product so that it
will help to meet the define aim and objectives (Implication of using Positioning strateg,. 2019).
Beside this, positioning strategy also assist to win attention and interest of customers and for
that, Burberry may uses different marketing strategy that will assist the business to attract range
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of customers and force them to purchase the product and this in turn assist to enhance the overall
financial and operational performance of a firm.
2. Positioning map of Burberry
As per the above, Positioning map, it is interpreted that Gucci provide high quality of at
high rate product as compared to the Burberry and Primark. Further, this positioning map is
actually by marketers in order to compare their products as well as service with their competitors
(Jeong and Kwon, 2018). In the same way, through this positioning map, it is analysed that
Gucci ranked first because in current situation, it provide high quality bags as compared to
Burberry. While on the other side, Burberry have high quality products as compared to Primark
but it offer them in low price so that changes the perception of customers and that is why, they
shift towards another top brand. In the case of Primark, it is completely opposite such that
quoted firm offer product at low price with medium quality and therefore, its target market is
only middle class people who may easily afford the products. Therefore, it is analysed that by
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High
Price
Low
quality High
quality
Low
price
Gucci
Primark Burberry

using positioning as a marketing strategy will help to change the perception of customers and
this in turn assist to meet the demand ans wants of customers.
Thus, by developing a systematic product positioning reinforce the company brand name
and also popularize the brand so that it will creates goodwill and also win customer loyalty too
(Kostelijk and Alsem, 2020). Further, this in turn assist to attract range of customers towards it
and enhance the current financial performance of the firm.
3. describing two methods to attain repositioning
There are two method through which Burberry may uses to attain repositioning and
these are as mention below: Brand Rejuvention: This strategy help in revival of a brand which means that adding
new value and attributes to an existing products so that it will assist to enhance the
overall attractiveness. This method is actually help Burberry to refocus the attention of
consumers on an existing brands and through this method, company may easily get back
in market competition so that range of new customers may easily attract towards it (Klein
and et.al., 2019). Through this method of repositioning, company may help to overcome
the consumer's boredom to see the same product in same shelves year after year. This
strategy will definitely assist Burberry to upgrade in its existing product offer so that it
will not cause any negative impact upon firm.
 Brand Proliferation: This is another strategy through which Burberry may uses to attain
repositioning and opposite of brand extension. Through this strategy, Burberry expand
the company market and its share. Also, increase company's target by offering variety of
products in its existing store (Woods, 2020). This method is actually to introduce new
products so that it will assist to enhance the sales and upgrade its overall financial
performance of a firm. Beside this, current method also help to deliver different benefits
to variety of segment of market so that it can restrict competition among brands. Hence,
this method helps to increase market share and sustain a brand image at international
market as well.
CONCLUSION
By summing up above it has been concluded that brand positioning and repositioning is
the best and successful strategy through which Burberry may attain the defined aim and
objectives. Through this method, company attract new customers and enhance its performance.
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Further, report concluded from positioning map that Burberry rank second after Gucci and by
using brand rejuvention and brand proliferation, company may attain repositioning.
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REFERENCES
Books and Journals
Iyer, P. and et.al., 2019. Market orientation, positioning strategy and brand
performance. Industrial Marketing Management. 81. pp.16-29.
Jeong, B. G. and Kwon, H. K., 2018. By using Positioning Map, a Study on Functional Benefit
Attributes of DSLR (Digital Single Lens Reflex) Cameras. International Journal of Pure
and Applied Mathematics.118(24).
Klein, K. and et.al., 2019. Brand Positioning Based on Brand Image–Country Image
Fit. Marketing Science.38(3). pp.516-538.
Kostelijk, E. and Alsem, K. J., 2020. Brand Positioning: Connecting Marketing Strategy and
Communications. Routledge.
Payne, B., 2017. Brand Positioning and its Usefulness for Brand Management: the Case of
Apple Inc. Newcastle business school student journal.1(1). pp.51-57.
Woods, P., 2020. Brand Positioning. In The Brand Strategy Canvas (pp. 67-86). Apress,
Berkeley, CA.
Online
Implication of using Positioning strategy. 2019. [Online]. Available through:
<http://www.yourarticlelibrary.com/marketing/product/top-10-benefits-of-product-
positioning/48605>.
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