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Importance of Positioning and Repositioning - Doc

   

Added on  2021-02-19

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INDIVIDUAL CASESTUDY ANALYSIS
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Table of ContentsIntroduction..........................................................................................................................................3Task 2....................................................................................................................................................31.Importance of positioning and repositioning for marketers..........................................................32.The performance of the business if above move is successful.....................................................43.Methods to achieve brand repositioning.......................................................................................5Conclusion............................................................................................................................................5References............................................................................................................................................6
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IntroductionBrand is a name, value, design or symbol that identifies or which act as an identification of acompany. Brands are mostly used in marketing of business and advertising. A good brand name cangive the company an extraordinary place in the world. Different clothing material have differentbrands in it. For example, In shoes, Nike, Adidas etc. are normal brands but if we go in luxury shoesbrand then Gucci, Armani etc. are taken. In this study we analysed how a premium brand whenenters into luxury brand is affected. Burberry is a clothing brand headquartered in London,UK. Itwas founded by Thomas Burberry in 1856 in England. The topics discussed the importance ofpositioning and repositioning of marketers. It also discuss the positioning map of Burberry and howit will change after the process. In last it discusses the methods of repositioning used by Burberry.Task 21.Importance of positioning and repositioning for marketers.1)Understanding Customer needs: product positioning requires understanding customersproperly so that right and correct communication channels can be used and key messageswill be given. The customer needs should be properly identified. For example, not onlywomen over 25 years age by also women of age 25 to 30 years likes to do physicalactivities. The customer ned can be identified based on demographic and lifestyle of aperson(Atwal and Williams, 2017.)2)Weigh competitive pressures: marketers must see the competitive pressures beforepositioning elements of their marketing plan. Effective positioning convey to customer whythis company's product or service should be preferred over other competitors. Effectivemarketing plan differentiate the company's product with its competitors product. 3)Targeting communication channels: Product positioning help marketers know that how theirofferings are different from others. Proper communication channels should be identified sothat good customer can be targeted. For example, Automobile manufacturers advertise theirproduct of position their products in television commercial in sporting events or howcosmetic manufacturer run full colour advertising in women's magazines.
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