Importance of Positioning and Repositioning for Marketers
Added on 2020-10-05
7 Pages1321 Words200 Views
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Individual Project
Table of ContentsINTRODUCTION...........................................................................................................................3MAIN BODY...................................................................................................................................31 Importance of positioning and repositioning for marketers and identify implications for theperformance of business if such a move is successful...............................................................32 Demonstrate by means of a positioning map, how positioning of the brand will change asresult of this process. In presenting map, also identify where on map following brands wouldbe located: Gucci and Primark....................................................................................................43 Two methods Burberry might use to achieve repositioning....................................................5CONCLUSION................................................................................................................................6REFRENCES ..................................................................................................................................7
INTRODUCTIONMarketing refers to process of a business which help in satisfying and creatingrelationship with customers. An organization face many problems and issues while conductingmarketing procedure some of them are identifying appropriate customers and market (Jowitt andLury, 2012). Organization taken in this report is Burberry which is a establish in 1856 byThomas Burberry. They are dealing in fashion industry and serve their products at worldwiderange. Topics mentioned in this assignment are marketing problems face by respective companyrelated to positioning and repositioning their products. MAIN BODY1 Importance of positioning and repositioning for marketers and identify implications for theperformance of business if such a move is successfulPositioning:- It refers to the image which a company made in the mind of customers andexplain how their products are different form products of competitors. It is consider as mostessential and powerful concept of marketing. In context of Burberry for positioning their productin appropriate manner they use digital technology to selling their products. They introduce newmobile application to enhance experience of application. It will allow customers to overlie digitalfigure or picture by a artist of Burberry on their image with help of camera lens of Apple mobile.Importance- Position products in digital formate help Burberry in attracting more and morecustomer. Some other importance which respective company feel are describe below:It help respective company artist and staff to become market oriented, then plan strategiesand plan according to need and demand of customers.By effective positioning of products company able to meet expectation of customers andsatisfy them appropriately.Repositioning:- It refers to the process when a company conduct major changes inpositioning of brand and products (Rettie, Burchell and Riley, 2012). An organization adoptrepositioning of product when they face decline in performance or major shift occur inenvironment or marketplace. This will occur due to wrong brand positioning, selection of poordistribution channel or adopting poor strategies for promotion. In respect of Burberry they planto reposition themselves in luxury sector. This is done by them by focusing on pricing strategies
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