Burberry's Marketing Strategies: Positioning and Repositioning

This assignment provides an analysis of Burberry's marketing strategies, focusing on positioning and repositioning. The report discusses how Burberry uses digital technology to position its products in accordance with customer requirements and repositions itself in the luxury market by launching new leather products and accessories. The assignment also explores other methods for achieving repositioning, such as enhancing quality and introducing lucrative schemes. Overall, the analysis highlights the importance of effective marketing strategies for a company like Burberry.

Assignment 2
Individual Assignment

Table of Contents
INTRODUCTION...........................................................................................................................3
1..............................................................................................................................................3
2..............................................................................................................................................4
3..............................................................................................................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Marketing can be referred to as a procedure which involves development of healthy
relations with clients or customers with a view to influence their purchase behaviour in a positive
manner. This is usually regarding as techniques through which customers are effectively
persuaded to acquire the products sold by respective entity. Many companies deal with several
issues associated with marketing due to large scale rivalry prevailing in market place. Out of
these, the most common is the ascertainment of target audience. The following report is
conducted upon Burberry that is a lavish fashion brand having its headquarter situated within
United Kingdom. The document is inclusive of some of the most relevant marketing issues dealt
by corporation.
1.
Positioning can be referred to as brand image of entity that is created in the eyes of
people and strives to render knowledge regarding ways in which offerings of the respective
corporation can be distinguished from commodities offered by rivals in same business sector.
This is well regarded as one of the most essential and significant aspects of marketing. With
respect to Burberry, manager of this entity utilises digital technology to position its products in
an appropriate manner. This corporation has come up with a mobile app with an aim to inflate
the experiences driven by people for their long term retention. This app makes use of AR to
overlay digital illustration by the artists of enterprise upon their own photos by usage of camera
lens through the employment of Apple’s AR Kit function. Through the respective application,
people will now be capable of exporting the pictures they uploaded to social media within
Burberry and share these across the world easily.
Importance- The attention of larger quantum of audience can be gained by Burberry
through positioning. Some of the other primary value points to emphasize upon usage of
positioning for a corporation are:-
 This renders aid to organisation's artist and staff to become market focussed and thus
carry out planning of strategic course of action as per needs of customers.
 The organisation can feasibly cater to the requirements and demands of consumers
through positioning and thereby attain contentment from them.

Repositioning is a process by the help of which a company make some alterations in the
positioning for offerings rendered by that particular marque. Repositioning is mainly done when
a company feels its performance is declining and profitability is also reducing. It may also seen
at time when there is some important changes take place within the working environment or in
target market. The poor performance of a company may be due to lack of proper promotion or
poor marketing strategy, wrong brand positioning, selection of wrong distribution channel, etc.
In respect of Burberry, this company is planning to do repositioning for themselves by shifting to
luxury fashion sector. For this purpose they are going to make new pricing strategy, keeping in
mind the policies of competitors prevailing in current global market. To gain the attention and to
attract more customer they are also launching a new range of luxury leather product along with
new and better accessories.
Importance– by adopting repositioning process for its products for luxury marketplace
and also by introducing a new product for the market, Burberry is planning to attract more
younger customer for its unique products and accessories. Other importance of repositioning are
as follows:
 It helps in establishing a strong name and a create a positive brand reputation across the
world wide market. This provides a opportunity to Burberry to increase its quantum of sales and to approach
the right customer and select a correct target market for its new launched product.
Implications on business performance if such move is successful
If positioning or repositioning gets successful within company's target market, Burberry
would have the opportunity to appeal to a huge proportion of population. Positioning would
provide aid in pulling in people through development of app. Repositioning of products would
allow the launch of new leather offerings thereby assisting the entity in placing itself within
luxury sector.
2.
Positioning map is a diagrammatic representation of customer perceptions related to
offerings of organisation within the market. It is associated with pricing, quality and benefits of
commodities together with the perception of consumers towards them. Burberry uses digital
technology to execute positioning in accordance with customer requirements. The well renowned

competitive firms of Burberry are ascertained to be Gucci, Monsoon Accessories, Mulberry,
Primark etc. The positioning map of Burberry is underneath:-
3.
Burberry aims to carry out repositioning of its offerings in luxury market as a result of
which corporation is setting pricing of commodities as per the latest trends of marketplace. This
also aids in development of health relations with wholesalers along with retailer in order to
create optimum price strategies. The respective company is utilising several methods for
executing positioning and repositioning. Their celebrity face of brand is Kris Wu who is well
renowned and famous across the globe. Further, Burberry makes designing of commodities in
accordance with trends of consumer demands. To reposition itself within luxury sector, Burberry
has now launched leather products and accessories. Other methods by way of which corporation
can achieve repositioning are discussed underneath:-
 Burberry could enhance quality of its offerings in order to match the value asked for
products. Here, prime focus is to make people realise as well as recognise the value of
goods.
 Burberry can introduce monthly lucrative schemes like benefits, rewards and other offers
for attracting large proportion of population.
Illustration 1: Positioning map of Gucci and Primark

CONCLUSION
In accordance with the stipulated analysis, this can be easily stated that ascertainment of
adequate and relevant strategies is essential so that these can be implemented for the betterment
of entity and timely accomplishment of targets set by entity. Further, this is analysed that any
corporation carries out positioning as well as repositioning of offerings in order to attain a
competitive edge over rival firms prevailing in market place. Besides this, it is ascertained that
ample number of methods are accessible for an entity with the use of which positioning and
repositioning can be executed.

REFERENCES
Books and journals