Importance and Benefit of Positioning and Repositioning for Marketers

Fashion Accessories

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
1. Importance and benefit of positioning and repositioning for the marketers...........................1
2. Positioning map.......................................................................................................................2
3. Two methods which will effectively demonstrate methods which will be useful in
achieving repositioning...............................................................................................................4
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
This study will focus on determining the importance and benefit of positioning and
reposition for the marketers. It also helps in demonstrating positioning map which is useful in
changing the results. Furthermore, this study will effectively demonstrate methods which will be
useful in achieving repositioning.
Burberry is a luxury fashion British company which was founded in the year 1856 by
Thomas Burberry. This company is headquartered in London, UK. This company mainly deals in
clothing, accessories, cosmetics and perfumes.
MAIN BODY
1. Importance and benefit of positioning and repositioning for the marketers.
An important element of marketing plan is positioning. Marketers use product positioning
for properly communicating the product to marketers (Camilleri, 2018). It attributes the product
to its target customers on the basis of needs of customer, competitive pressures &
communication channels. Product positioning is essential for identifying and understanding the
needs of customer. On the basis of this correct communication channels are selected. Product
positioning begins with identifying niche market segment to customer that is specific. It enables
marketers to identify the specific needs of customers related to the products or services that will
be provided to the customers. It helps in targeting the channels of communication (van
Riemsdijk and et.al., 2017). This helps marketers in identifying whether the products offered by
them are different from that of its competitors. It also helps in carefully crafting the key
messages in the marketplace.
Repositioning is important for meting the need and demand of customers it is also important
when the company is having the opportunities for improving the demand for the offering.
Repositioning is generally triggered by competition, market environment, consumer trends or
internal environment. But repositioning help company to offer new or enhancing the existing
offering for retaining the existing customers and to attract new customers. Repositioning is more
beneficial for the company for maintaining the market share of company (Johns and English,
2016).
Implications
Positioning product will help Burberry company to identify the factors that can influence the
decisions of customers. This helps marketer in developing new place for the product in the
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