Market Positioning Assignment

7 Pages1324 Words61 Views

Added on 2020-11-23

Market Positioning Assignment

Added on 2020-11-23

BookmarkRelated Documents

INDIVIDUAL CASE STUDYANALYSIS

TABLE OF CONTENTSCASE STUDY.................................................................................................................................11. Explaining relevance and importance of positioning and repositioning for marketers alongwith implications of business performance to attain success .....................................................12. Demonstrating by means of positioning map and positioning of brand alters as result of thisprocess ........................................................................................................................................23. Providing methods which Burberry might imply for attaining repositioning.........................3REFERENCES................................................................................................................................5

CASE STUDY1. Explaining relevance and importance of positioning and repositioning for marketers alongwith implications of business performance to attain success Positioning is replicated as place where brand grabs customers mind and how it isdistinctive through competitor's product. On basis of strategic planning, product positioning isvery important tool as it creates image of product of Burberry in consumer's brand. There isinvolvement to determine points of parity and differentiation which enables product of companyto attain market standards during offering additional value to customers with its key dimensionslike innovation, quality, functionality, price and leadership among others. The marketers mustappropriately monitor on competition during consideration of elements of positioning of theirstrategy of marketing. The effective positioning should convey message to customers aboutreason to prefer product of competitors.Furthermore, with reference to repositioning, is all about altering overall positioning ortarget market for the products of Burberry. In some cases, this might coexist with context toimprovement or existing product without any change would have new image or constructedtarget market. The organization has attained potential benefits such as strong competitiveposition or improve perceived brand position related to competition. Henceforth, successfulreposition of product would create ongoing market advantage.It has been implied about main objective of reposition would produce more sales viarelevant offering which is effectively communicated and different target market. This isundertaken for products which are not performing as per expectations. This leads to issue aboutinitial target market not defined on proper aspect or requirements of target market and evolution.In order to this, repositioning would allow organization to warrant on effective basis tocommunicate key advantages along with current benefit of product. Thus, strategy of Burberry is to move brand more upscale echoes by following otherbrands like Mulbery, Givenchy and LVMH's Celine to attain success by repositioning itself withcurrent market trends. Both of these help for re-energising product and helps to connect morewith contemporary needs of consumer. Henceforth, repositioning products is in need ofsignificant promotional support to attain success as it is similar that well known products orbrand would attain reasonable amount of attention from media and helps to reinforce orcommunicate repositioning goals of product.1

End of preview

Want to access all the pages? Upload your documents or become a member.

Principles of Marketing Assignment - Burberry

|1245

|151

Significance of Positioning and Repositioning

|1436

|25

Relevance and Importance of Positioning and Repositioning for Marketers

|1652

|329

Importance and Benefit of Positioning and Repositioning for Marketers

|1449

|89

Importance of Repositioning and Positioning for Marketers

|1180

|41

Importance of Positioning and Repositioning for Marketers

|1214

|32

Market Positioning Assignment