Value and Impact of Positioning & Repositioning in Marketing

MINTEL Fashion
Accessories Case Study

Table of Contents
INTRODUCTION...........................................................................................................................3
1. Value and impact of positioning & repositioning..............................................................3
2. Positioning map of Burberry with Primark & Gucci..........................................................4
3. Two methods Burberry could take into use to reposition...................................................5
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................7

INTRODUCTION
Marketing is defined as the tactics and actions applied by an organisation to gain the
attention of large number of individuals in market place and develop a strong bonding with them
(Kasilingam and Thanuja, 2020). In this regard, it is often seen that a number of marketing issues
are witnessed by businesses over the course of time that require the immediate attention on the
part of management so that these can be tackled in an effectual manner. One of the most
prominent ways to deal with marketing issues is determining the target market and audience for
the company. The below mentioned paper talks about Burberry which is a leading fashion brand.
The paper consists of marketing issues and ways to deal with them.
1. Value and impact of positioning & repositioning
Positioning is defined as the overall imagery that a brand possesses in the mindsets of
individuals whereby they take into account, the products and services offered by the company at
market place. This is one of the most prominent ways of ascertaining the manner in which the
products and services of an organisation are distinct from the offerings of rival firms (Woods,
2020). Positioning is regarded to be the most crucial aspect of marketing. In relation to the case
study, it has been analysed that Burberry makes use of digital technology for placing its products
within the audience in an effective and appealing way. It is witnessed that Burberry has some
time back introduced its mobile application which enhances the overall experience driven by
customers. This app works in accordance with Augmented Reality, which enables individuals to
export the pictures that they have put upon their variety of social media handles, so that these can
be shared across the globe with the help of company’s mobile app.
Importance: Positioning enables Burberry to tap the attention of large number of
individuals, thereby inflating the scope of its growth in market place (Roy, 2020). Below
mentioned are some crucial aspects that demonstrate the significance of positioning:-
 Positioning allows the workforce of Burberry to gain the attention of large audience base,
thereby contributing towards making it a market centred brand.
 With effective placement of products offered by Burberry within the customers, the
chances of duly fulfilling the demands put forward by customers enhance by a significant
margin.