MINTEL Fashion Accessories Report – Burberry Case Study Analysis

This report analyzes Burberry's marketing challenges and opportunities, focusing on positioning and repositioning strategies. It explores the relevance and importance of these concepts for marketers, highlighting how repositioning can improve competitiveness. The report defines positioning maps and demonstrates how positioning changes as a result of this process. Two prominent methods for Burberry to achieve repositioning are discussed: understanding customer needs and targeting communication channels. The analysis includes references to academic journals and books, providing a well-rounded understanding of the subject matter. The report uses MINTEL data to provide a comprehensive overview of the UK fashion accessories market, including a case study of Burberry and its marketing problems. It also provides an analysis of the marketing mix and suggests improvements for Burberry's existing product, focusing on developing an original marketing mix.

MINTEL Fashion
Accessories Report –
UK – January 2018

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
Relevance and importance of positioning and repositioning for marketers................................1
Demonstrate the meaning of positioning map and how the positioning will change as a result
of this process..............................................................................................................................1
Provide two prominent methods which Burberry might use to achieve repositioning................2
CONCLUSION................................................................................................................................3
REFERENCES................................................................................................................................4

INTRODUCTION
Marketing defines activity which company carry forward in order to advertise and promote
the exchanging of its production services. It includes various components such as advertising
selling and delivering commodities to customers and other businesses. In relation with this
various marketing activities is done by affiliates on the behalf of an organisation (Chaffey and
Ellis-Chadwick, 2019). This report is based on the case study of Burberry which is a luxury
fashion house situated in London, England and its marketing problems and it describe the
importance of positioning and repositioning for marketers and also demonstrate the positioning
map that it helps in changing the result of this process. Lastly two prominent methods are
provided to Burberry in order to achieve repositioning.
MAIN BODY
Relevance and importance of positioning and repositioning for marketers
Repositioning and positioning procedure are quite similar but has different starting point.
The positioning procedure put emphasis on developing a new position in the market area in
terms of offering that product that it was not previously provided. Meanwhile repositioning is a
procedure that evaluates the establishment of position of a product service and brand and also
improves the competitiveness. To determine this process is important as it put in fishes on the
existing target segment in order to acquire another one with new perspective (Kotler and et. al.,
2018). Moreover the purpose of repositioning shift the perception of market in various ways that
offer broader path to market. In relation with Burberry it is quite influential and beneficial to
positioning and repositioning its product in the market but it has some pitfalls such as confusing
Positioning and over promising that leads to develop risk for company and dissatisfaction among
their customers. Therefore to cope up with these factors Burberry need to conduct proper market
research to determine the requirements and preferences of its customers that helps in filling the
gap and helps in attaining competitive advantage among their competitors. With the help of both
these factors company can again earn prominent position in the dynamic business market.
Demonstrate the meaning of positioning map and how the positioning will change as a result of
this process
Brand repositioning is a process or technique that is useful only when company decrease in
its overall sales and in relation with this detect major changes and implement this tool for the
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betterment of company. This basically includes prominent changes in the marketing mix and
repositioning is quite helpful to keep up with the customer’s wants and needs (Roberts, Kayande
and Stremersch, 2019). For instance by considering the engagement of customers people want to
involved in the brand in terms of its confidential details and information as it makes them feel
belong to the company. To make it possible Burberry has to work on the customised products in
order to fit in the needs and requirements of their customers. In relation with this company to be
very creative to figure out wants and demand of people. Moreover company can develop
prominent communication with their customers is it helps in maintaining healthy relations with
them that leads to provide win-win conditionto Burberry. After opting this strategy company can
become the leader of market can defeat its other Rivals such as Gucci and Primark and also
induces them to leave their place or position.
Provide two prominent methods which Burberry might use to achieve repositioning
Product positioning is an important factor in terms of marketing plan as this procedure is
used by marketers in order to analyse effective manner to communicate the attributes of products
to the targeted customers on the basis of their requirements and competitive pressure and on that
basis the carefully developed prominent messages. Effective product positioning makes sure that
marketing messages will resonate with their target customers and also compare them to take
permanent actions. In relation with this two prominent methods that are beneficial for Burberry
are discussed as under:
 Understanding the needs of customers: For the effective positioning of product it is
required to develop clear understanding of the needs and preferences of customers as it is
useful in choosing right communication channel and prominent messages for their
customers (Andreasen, 2018). In relation with Burberry identify the customer on the basis
of demographic and psychographic including the personality and lifestyle which becomes
easy for marketers to understand their needs. On that basis prominently develop the
product and services and also clearly convey the value and importance of it with the help
of marketing plan.
 Targeting communication channels: Product positioning is useful for marketers and also
describes the offerings in various ways and from this customers have to choose from. But
it is not sufficient to analyze the internal perspective of customers, marketers need to
communicate there channels with your targeted audience in prominent manner
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(Summers, 2019). These communication channels are designed to connect with the
prominent audience and in terms of Burberry the marketers position their products with
the help of communication via television commercials and magazines.
CONCLUSION
By considering the above information it is described that marketing place and important role
in order to guide company regarding the development of its product and also helps in
determining that which time is suitable to launch their product. Positioning is important for
company as it is useful in in achieving large customer base which helps in attaining success.
Here, positioning methods discussed which is useful in changing the whole process in terms of
achieving desired result and also consider the other brands and their map. In order to enhance the
performance of Burberry two prominent methods discussed which helps in achieving
repositioning for company.
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REFERENCES
Books and Journals
Andreasen, A.R., 2018. Challenges for the science and practice of social marketing. In Social
Marketing (pp. 3-19). Psychology Press.
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Kotler, P and et. al., 2018. Marketing management: an Asian perspective. Pearson.
Roberts, J.H., Kayande, U. and Stremersch, S., 2019. From academic research to marketing
practice: Exploring the marketing science value chain. In How to Get Published in the
Best Marketing Journals. Edward Elgar Publishing.
Summers, J.O., 2019. Guidelines for conducting research and publishing in marketing: From
conceptualization through the review process. In How to Get Published in the Best
Marketing Journals. Edward Elgar Publishing.
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