Relevance and Importance of Positioning and Repositioning for Marketers

Case Study
Mulberry

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1. Explain the relevance or importance of positioning and repositioning for marketers.............1
2. Explain the implications for the performance of the business if move is successful..............2
TASK 2............................................................................................................................................2
1. Positioning map and how positioning of the brand change the result of this process.............2
TASK 3............................................................................................................................................3
1. Method of repositioning...........................................................................................................3
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Positioning refer to the spot where brand filled in the consumer's mind and it is totally
different from their competitors. If they achieve the strong position in the consumers mind then it
is very difficult to change. It is the most effective marketing concept which every organization
follow for impressive results (Bao and et.al., 2016). Repositioning is the process of change in the
brand or product positioning. In order to reposition, management have to change their target
market in order to understand the products. This report based on the case study of Mulberry
which is UK based luxury fashion company founded in 1971 by Roger Saul.
TASK 1
1. Explain the relevance or importance of positioning and repositioning for marketers
Positioning and repositioning both are major strategies which by the companies in order
to make their place in the consumer's mind. Accoutring to MINTEL fashion Accessories report
of UK reported that many luxury brands that posted results in 2016 and first quarter of 2017. it
increases in the tourist sector of the UK due to weak sterling referendum. Burberry reported the
double digit sales growth after 30th Sep 2017. But in Q2, it was reduces because of Sterling's
weakness. Along with this company reported 10% decline in global revenue around £ 2.8 billion
in 2017. on the other side, turnover of Mulberry company of UK increases around 8.6% for the
year ended 31st march 2017. Around 60% of UK sales reported in the domestic market which is
very impressive and all are possible with the help of marketing strategy of positioning or
repositioning. It's important or relevancy mentioned below:
 Poisoning is very essential for the organization which helps them to understand the needs
of consumers (Gokdogan, Oguz and Baran, 2017). So management make their strategies
accordingly which maximise their demand as well as revenue.
 With the help of positioning marketers able to communicate all the attributes to the
marketers which make them capable to target their customers accordingly.
 Repositioning help the marketers to provide strong competitive position in the market
which make them able to achieve their business goals & objectives.
 It also helps in improving sales because they use various communication or promotional
strategy in order to make people aware about repositioning of products.
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