Marketing Issues and Repositioning Strategies of Burberry

Individual Presentation 1
And
Report 2

Table of Contents
Project 1...........................................................................................................................................3
Covered in PPT.......................................................................................................................3
Project 2...........................................................................................................................................3
Introduction......................................................................................................................................3
1. Relevance and significance of positioning as well as repositioning..................................3
2. Positioning map of Burberry with reference to Primark & Gucci......................................5
3. Two methods that Burberry can use for repositioning.......................................................6
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

Project 1
Covered in PPT
Project 2
Introduction
The tactics as well as actions which are being utilised by organisation for gaining
attention of huge number of individuals within a market and development of strong relationship
with them is referred to as marketing (Akbar, and et. al., 2017). With reference to this, it is often
identified that wide number of marketing issues are being witnessed by firms on peculiar course
of time which need quick attention from management so that they can be handled in an effective
way. The prominent way for doing this is to determine the marketing issues by identification of
target market as well as audiences for peculiar firm. To understand this concept Burberry is taken
into consideration which is one of the leading fashion brands. This report comprises of marketing
issues acknowledged by firm along with ways to tackle them.
1. Relevance and significance of positioning as well as repositioning.
Positioning: The overall image of organisation within mind sets of individuals in which
they take into consideration services and products furnished by firm within market is defined as
positioning. It is one of the outstanding ways to ascertain ways in which products and services of
firm are unique as compared to offerings from their competitive organisations. Positioning is
considered as a critical aspect within marketing (Cong and Zhou, 2019). With reference to case
study, this has been identified that Burberry has opted to utilise digital technologies for placing
their offerings among their audiences in an appealing and efficacious way. Along with this, it has
been found that some time back Burberry has launched their mobile application which has
enhanced overall experience of their customers. This application works with respect to
Augmented Reality that allows individuals within exporting images which are on their social
media platforms. They can be shared around the world through the assistance of mobile
application of firm.
Importance: Positioning allows Burberry to grab attention of wide range of individuals,
thus enhancing scope for their growth within the market (Edwards, 2019). The significance of
positioning in context of Burberry has been specified beneath: