The Influence of Burberry Positioning and Repositioning on Business Performance

Marketing Communications

Table of Contents
INTRODUCTION...........................................................................................................................3
1. Relevance and importance of positioning and repositioning for marketers............................3
2. Assessment of how positioning of the brand will influence operations of business...............4
3. Analysis of two methods which Burberry may use to achieve repositioning.........................6
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
This study will highlight relevant importance of positioning and repositioning for
marketers and how they influence the performance of business in Burberry. It further
demonstrates positioning of the Burberry luxury brand and its competitors like Gucci and
Primark. It also highlights two significant important methods which company should use to
achieve repositioning.
MAIN BODY
1. Relevance and importance of positioning and repositioning for marketers.
Burberry is a British luxury brand founded in the year 1856 by Thomas Burberry.
Burberry is a luxury fashion company which mainly deals in clothing, accessories, perfumes and
cosmetics.
Positioning is of key relevance and importance to the marketers which helps in effective
growth and operations of the business. Positioning helps in identification of niche markets where
more customers can be targeted and helps in effective performance of the Burberry (Maarit
Jalkala and Keränen, 2014). Marketers aim at position their market in an effective way which
helps met build strong market share and customer base than its competitors. Burberry aims to
position their brand more upscale than its competitors such as Mulberry, LVMH's Céline,
Givenchy, Coach, Michael Kors, Prada, Gucci, Louis Vuitton and Primark. The major revenue
earned by Burberry is from accessories which represent total gross revenue of round 37%. As per
the report, it has been analysed that, Burberry has increased the sales by 10% as the leather bags
are performing extremely well for the company.
Burberry aims to position the market with the aim to increase the sales of the company
by offering full price sales in the bags category which led to increase in sales by 16% which
leads to higher market share and profitability. Brand positioning helps in creating market
differentiation which helps in attracting large customer base from all over the world. Burberry
mainly focus on designing more edgier look and designing more leather bags with the option of
personalizing their products which will help in customer satisfaction and retention of old
customers and building new customer base. They aim at positioning their products on various
online marketplace which makes it convenient for buyers to buy products effectively which leads
to higher operational productivity and performance.