Importance of Repositioning and Positioning to Marketers

Individual Case Study
Analysis

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Importance of repositioning and positioning to marketers.........................................................1
Positioning map...........................................................................................................................2
Methods used by Burberry to reposition.....................................................................................4
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Marketing is referred to as an effective tool which in turn helps is promoting the products
and services which mainly consist of advertising and promoting. Burberry is one of the top
leading luxury fashion brand which was founded in the year 1856 by Thomas Burberry. This
company mainly deals in perfumes, clothing, accessories and cosmetics.
MAIN BODY
Importance of repositioning and positioning to marketers.
Positioning helps in conveying to consumers why the particular products or services
should be preferred over various other competitive company (Taylor, 2019). It helps marketers in
determining the competitive pressure by effectively considering various positioning elements
associated with the marketing plans. Positioning of the products and services helps in evaluating
how to effectively communicate various attributes of the products and services to the target
customers by effectively evaluating competitive pressure, customer needs and proper
communication channels (Trivellas and et.al., 2017). The key importance and relevance of the
positioning is largely associated with conveying of value added, differentiated products and
services. This can be done effectively targeting audience and analysing the needs of the
customers. Positioning is very useful for marketers in effectively crafting key messages in order
to attract various customers. Positioning is considered to be one of the crucial tool as it helps in
weighing competitive pressures by critically distinguishing the company products and services
from its rivalry competitors (Lancaster and Massingham, 2017). Positioning of positioning to the
marketers is that, it helps in making the entire company market oriented which in turn helps in
coping up with the market change (The Importance of Product Positioning to the Marketing
Plan, 2019). The key relevance of positioning to marketers is that, it helps in effectively meeting
expectations of buyers and effectively designing a promotional strategy. It tends to focus on
meeting expectations of the buyers and winning interest and attention of the consumers.
Repositioning is considered to be very useful which in turn helps in shifting the market
perception in order to make the offering appealing to wide swath of the market (Millington and
Ntounis, 2017). It is very useful in providing the revised brand promise in order to attain higher
market share and customer base for the business. It helps marketers to change the customer
perception towards the particular products and services (Roy, 2019). The key relevance
associated with the repositioning is that, it helps in changing the status of the brand in particular
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