Importance of Positioning and Repositioning for Marketers Analysis
Added on 2021-02-20
6 Pages1300 Words60 Views
CASE STUDY ANALYSIS
TABLE OF CONTENTSINTRODUCTION...........................................................................................................................1MAIN BODY...................................................................................................................................1Importance of positioning and repositioning for marketers and implications for theperformance of the business if such a move is successful...........................................................1Positioning map and ways positioning of the brand will change as result of this process andlocation of Gucci and Primark on map........................................................................................2Methods used by Burberry to achieve repositioning...................................................................3CONCLUSION................................................................................................................................3REFERENCES................................................................................................................................4
INTRODUCTIONToday purchasing power of customers has increased due to which competition amongbrand has also increased. Not only for top organizations but for small or medium sizedorganizations also competition is increasing (Roy, 2019). For this many companies usedpositioning or repositioning strategy in order to main customers' perception towards the brand orto move up in the market. This assignment will lay emphasis on positioning or repositioningstrategies used by Burberry to move up the market. MAIN BODYImportance of positioning and repositioning for marketers and implications for the performanceof the business if such a move is successfulPositioning is extremely important for brands or marketers in order to make theirbusiness successful. Positioning of a brand helps the company to distinguish their products fromtheir competitors products. It also helps in building a place or perception in their customer'smind. In order to position brand's image it is important for them to adopt a strategy which willhelp them to go up market but for these brands need to understand their customer's need,understand one's competitors, strategies used by therm and mistakes they did and based onbrands need to adopt a strategy which will help them to increase their sales and go up the market.However, many times positioning of a brand is not much effective doe to which brands slowlystart to lose their customer segment, lose their hold on the current market. So, for this, companiesmany times need to reposition their brand or products by making major changes like changingtheir changing understanding of their target market, shift in their environment, changing theirperception towards their products and many more. Many times repositioning helps to tighten thegrip of the current market and target customers (Koch and Gyrd-Jones, 2019). Positioning orrepositioning of a brand or its products involves major changes and if such changes are notadopted properly then it can become one of the main reason for failure of a brand. There arevarious factors that are needed to be focused on if a brand wants repositioning or positing of theirbrand to be successful in order to increase their brand image and overall sales. They need tounderstand their target customers, their needs and the way they spend on buying their products. Itis extremely important for brands to understand need and requirements of their customers. Theyneed to set price of their products as per their competitors products this will help them to gain1
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