Importance of Repositioning and Positioning for Marketers

MINTEL Fashion
Accessories Report

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
The importance and relevance of repositioning and positioning for marketers and the
implications for performance of business -..................................................................................3
Demonstration of positioning map and the positioning of brand that can change as result of
these process-...............................................................................................................................4
Two methods which can be used by Burberry for achieving the repositioning-.........................4
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
The above report is on the basis of case study in which analysation of marketing
problems which are being faced by the Burberry in their business operations. The report includes
the MINTEL Fashion Accessories report of the United Kingdom 2018.
Burberry is the British luxury fashion brand which had its head office in the London,
England. They mainly focus on distribution of trench coats, fashion wears, sunglasses, ready to
wear outwears and cosmetics. The above report includes importance of the positioning and
repositioning of the marketers. Report carried forward with the demonstration of positioning
map. Report ends with the two methods which can be used by Burberry for repositioning of their
brand in the market and gain huge competitive advantages.
MAIN BODY
The importance and relevance of repositioning and positioning for marketers and the
implications for performance of business -
The brand positioning is helpful for Burberry in understanding the strength and
weaknesses of brand from the consumers perspectives. They can understand the various
consumer groups who are pursuing brand's services and product categories in the various
regions. Burberry can build the unique image in the mind of their consumers so that they can
grow in the marketplace (Zhang, Lin and Newman, 2016). They are successful in attracting the
young customers with the new styles of their brand ambassador Alessandro Michele. The
repositioning of brand is helpful for Burberry in raising their sales, profit and market share so
that the current position of company can be gained. The positioning, pricing and distribution can
be accepted and can be grow as per the desired goal and objectives and it is recommended that
company can perform it with the help of various strategies. Burberry is changing their brand
positioning by offering product with old styles in all the categories which are replaced by new
aesthetic (Shachar, 2015). The target market is not being changed by the company by
understanding their product and services. And it can be challenge for the Burberry as it is the
well popular brand among the marketplace. They had launched the new leather goods so that
company can be benefited by new reworking handbag styles.