Relevance and Importance of Positioning and Repositioning for Marketers

MARKETING MIX
Marketing Mix
Assignment 2
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MARKETING MIX
Contents
Introduction.................................................................................................................................................2
Discussion...................................................................................................................................................4
1. Explain the relevance and importance of positioning and repositioning for marketers. What are
the implications for the performance of the business if such a move is successful?................................4
2. In the case of Burberry, demonstrate by means of a positioning map, how the positioning of the
brand will change as result of this process. In presenting map, also identify where on the map the
following brands would be located: Gucci and Primark..........................................................................5
3. Provide two methods which brands such as Burberry might use to achieve repositioning...............7
Conclusion...................................................................................................................................................8
References...................................................................................................................................................8
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MARKETING MIX
Introduction
There are number of approaches and strategies in marketing and businesses use a winning
combination of these tactics to reach out their products and/or services amidst as many
prospective customers who are willing to make purchase. Positioning of brands like Burberry
helps them to design their offerings and build a unique or distinctive image in the mind of target
consumers. Thus positioning of Burberry helps them to present their brand in a different manner
from their competitors and involves building brand associations within customer’s mind so that
they perceive the brand in a particular way. Whereas, repositioning focuses on changing
customers associations with a brand and involves changing brand’s promise or personality. Thus
repositioning of brands are done to refresh or reinforce the brand’s positioning. Like for
example, Burberry since the time it was established it is positioned as a prominent luxury brand
with original roots in British fashion. But with time Burberry has evolved its positioning and has
recently developed the image of being trendy and cool so as to reposition themselves amongst
younger customers. The key purpose of this report is to analyse positioning and repositioning of
Burberry .
Discussion
1. Explain the relevance and importance of positioning and repositioning for
marketers. What are the implications for the performance of the business if such a
move is successful?
Product positioning is perceived as a crucial tool to ensure that a marketing strategic planning is
effective. According to Lee, Kim and Won (2018) companies make use of positioning to create a
differentiated image in customers mind and to promote the key benefits of particular product or
service in the targeted markets from other similar alternatives. Positioning is important for
marketers owing to its contributions in identification of parity and differentiation points.
Example, positioning enables products/services of a company like Burberry to meet the market
standards and offer added value to their customers in terms of quality, innovation, price,
leadership and functionality. Also, positioning influences buying decision and helps buyer to
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