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Importance of positioning and repositioning for marketers

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Added on  2020-12-29

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Importance of positioning and repositioning for marketers along with implications on performance if it is successful Positioning refers to the brand image of an organisation which is developed in the mindset of customers and tends to provide knowledge of the manner in which the products offered by entity are different from that of other rival firms within the same industry (Massara, Porcheddu and Melara, 2018). With regards to Burberry, the management of this organisation makes use of digital technology for the purpose of positioning and repositioning of products within the

Importance of positioning and repositioning for marketers

   Added on 2020-12-29

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MARKETING
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Table of ContentsINTRODUCTION...........................................................................................................................31. Importance of positioning and repositioning for marketers along with implications onperformance if it is successful................................................................................................32. Demonstrate by means of positioning map, how positioning of brand will change as resultof this process. Identify where on map following brands are located: Gucci and Primark....53. Two methods Burberry might utilise to do repositioning..................................................5CONCLUSION................................................................................................................................6REFRENCES...................................................................................................................................7
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INTRODUCTIONMarketing refers to the wholesome process wherein a healthy relationship is built withcustomers in order to feasibly persuade them to make a purchase of products and services beingdelivered by company in marketplace (Jowitt and Lury, 2012). It is often seen that organisationsface a number of marketing issues owing to hyper competition in corporate world. The mostcommon issue out of these is identification of target market and customers. This report is basedon Burberry which is a luxury fashion house found by Thomas Burberry in the year 1856. Thisreport comprises of marketing issues faced by company associated with positioning andrepositioning. 1. Importance of positioning and repositioning for marketers along with implications onperformance if it is successfulPositioning refers to thebrand image of an organisation which is developed in themindset of customers and tends to provide knowledge of the manner in which the productsoffered by entity are different from that of other rival firms within the same industry (Massara,Porcheddu and Melara, 2018). It is widely regarded as the most crucial and important aspect ofmarketing. In relation to Burberry, the management of this organisation makes use of digitaltechnology for the purpose of positioning of its products in an adequate and effective manner.They have launched a new mobile application with the sole motive of enhancing the experiencederived by customers in order to retain them for a long duration of time in future. Thisapplication tends to make use of augmented reality to overlay digital illustration by the artist ofentity on their own pictures by way of camera lens through the utilisation of Apple’s ARKitfunctions. With this app, users will be able to export the pictures they upload to social mediawithin Burberry and easily share these widespread.Importance: By carrying out positioning of the goods of company in a digital format,Burberry aims to gain the attention of a larger section of global audience. Some other aspects toillustrate the importance of positioning for the entity are mentioned below:-It provides assistance to the company artist as well as workforce in order to becomemarket-oriented and post that, plan the strategies in accordance with the needs andpreferences of consumers.
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