Importance of Positioning and Repositioning for Marketers

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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