Relevance and Importance of Positioning and Repositioning for Businesses

This report discusses the relevance and importance of positioning and repositioning for businesses, with a focus on Burberry. It explores the impact of positioning maps on brand outcomes and suggests two methods Burberry can use for repositioning.

Fashion Accessories
report

Table of Contents
INTRODUCTION...........................................................................................................................1
1. Relevance and importance of positioning and repositioning for businesses...........................1
2. Positioning map and its influence over result process of brand. Describe map of Gucci and
Primark........................................................................................................................................2
3. Two methods Burberry might uses for attaining repositioning..............................................3
CONCLUSION................................................................................................................................3
REFERENCES................................................................................................................................5

INTRODUCTION
Marketing refers to the hard work or efforts made by the management team of an
organisation in order to increase brad awareness as well as reputation at the marketplace. It will
assist company in attracting large number of customers towards the entity which raises the
overall sales and profitability (Batzer, 2019). This is a report which is conducted on Burberry
which is a luxury fashion organisation with a headquarter located in UK. This is a report which
includes detail information about different repositioning and positioning, analysis of positioning
map along with its impact on the performance of business organisation. At the end of this report,
various methods with the help of which company can take benefit of repositioning.
1. Relevance & significance of repositioning and positioning for business entity.
As per the given case study, it has been identified that Burberry decides to grab the whole
marketplace as well as enhance their sales in domestic as well as international market area. This
will help them in increasing their goodwill and reputation of the company among the customers.
For this, management team of the company need to adopt effective marketing strategy with the
help of which they can influence their clients. Some of these techniques includes digital
technology, mass, media, social media and so on. The most significant technique of marketing
strategy in context to Burberry will aid them in positioning their goods and services at the
competitive marketplace in an effective way.
Positioning define as the image or reputation of the business entity which is developed by
them in front of their customers and audience. Therefore, it can easily be said that positioning
plays very important role in the enhancement of sales and profitability. It assists in influencing
and attracting large number of people towards their company within limited period of time.
Burberry provide all the goods and services to their customers in an effective manner and satisfy
their needs and wants which assist them in gaining competitive advantages at the marketplace
(Tao and Zhao, 2018). Along with this, some of the organisation do repositioning of their
offerings in order to attract large number of people towards them. The main purpose of Burberry
is to capture the attention of audience towards them so they can gain huge profitability when they
launch their new collection of luxury product.
Repositioning define as the procedure of relocation of all the goods and services which is
currently exiting at the marketplace by using new and innovative strategies of marketing. It has
also been said that repositioning plays very essential role for a business entity as it aid them in
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launching their new products at the current market area. This will help them in grabbing the
attention of youth and other people towards their new offerings. With the help of reposition, a
business entity can effectively create strong brand image at the global marketplace (Huang and
et. al., 2018).
Implications for the performance of business
If top management team of the company adopt all the marketing approaches in an
effective manner, company will be able to get positive response and success towards the new
offering. It has also been said that Burberry have positive and profitable opportunity with the
help of which they can attract large number of customers towards the business entity. Positioning
approach supports in attracting customers by using social media, mass media and digital
technology on the other hand Repositioning of innovative goods help an organisation in
introducing new products at the existing marketplace.
2. Positioning map & its influence on the outcome process of brand.
Marketing refers to an effective activity with the aim of developing positive and healthy
relationship with their consumers. Along with this, they also satisfy their needs and requirements
by offering high quality goods to their clients. Positioning as well as repositioning are two main
important and essential factors of marketing. Positioning map refers to a graphical presentation
which shows that how current goods and services are positioned at the competitive marketplace.
It will assist an organisation in order to identify where they need to position their offerings at the
market (Gfeller, 2019). In reference to the present case study, it is said that with the help of
digital technology management team of Burberry can effectively position their offerings at the
marketplace as per the need of an organisation. In addition to this, it is said that the organisation
need to consider their positioning map of their competitors such as Gucci & Primark.
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Illustration 1: Positioning Map of Primark and Gucci.
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3. Two methods which might use by Burberry for attaining repositioning
In the present competitive marketplace, Burberry decides to repositioning its goods with
the help of fixing the price. This will help them in making effective relationship with their
retailers & wholesalers by developing attractive pricing strategies. There are various tools which
can be adopting by the management team of an organisation in order to position their products
and services at the right place (Chik, 2015). As per the requirement of Kris Wu who is one of the
well-known celebrity who have created products in various manner. along with this, it has also
been said that with the help of advanced technology, management team of the company can
effectively bring new features in their products. It is said that, they also promote effective leather
products as well as auxiliary. Below mention are some action plans which are as follows:
 Improvement in the quality of goods offer by Burberry can influence large number of
customers towards them and prove to buy their goods and offerings. It is a powerful
strategy which can effectively be used by the management team of an organisation.
 Burberry offer various sorts of discounts to their customers and retain them for a longer
period of time towards their organisation. Along with this, weekly schemes can also
attract ample number of individuals towards their business entity (Appel and et. al.,
2017).
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CONCLUSION
With the help of above stated discussion, it is concluded that organisation which belongs
to fashion sector requires huge number of efforts in order to position their offerings in an
effective manner at the competitive market. For this, managers of an organisation develop
various sort of strategies with the help of which they can implement their plan in an effective
manner. along with this, it is also examined that the entity business entities also emphasis on
positioning as well as repositioning strategies so that they can gain competitive edge at the
marketplace.
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REFERENCES
Books and Journals
Batzer, E., 2019. Marketing strategies and distribution channels for foreign companies in Japan.
Routledge.
Tao, Y. and Zhao, L., 2018. A novel system for WiFi radio map automatic adaptation and indoor
positioning. IEEE Transactions on Vehicular Technology, 67(11), pp.10683-10692.
Huang, H., and et. al., 2018. Development of mobile platform for indoor positioning reference
map using geomagnetic field data. Computers & Electrical Engineering, 68, pp.557-
569.
Gfeller, F., 2019. Changing one’s foodway: Creativity as repositioning. In The Palgrave
Handbook of Social Creativity Research (pp. 335-352). Palgrave Macmillan, Cham.
Chik, A., 2015. Recreational language learning and digital practices: Positioning and
repositioning. In Discourse and Digital Practices (pp. 124-141). Routledge.
Appel, S., and et. al., 2017. Efficacy of head repositioning in restoration of electrophysiological
signals during cervical spine procedures. Journal of Clinical Neurophysiology, 34(2),
pp.174-178.
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