Importance and Relevance of Positioning and Repositioning for Marketers

Mintel Fashion Accessories report -
UK - January 2018

Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
1. Relevance and significance of positioning and repositioning for marketers and the
implications for performance of the business.........................................................................1
2. The way positioning of the brand will change as result of this process.............................2
3. Methods that brands such as Burberry might use to accomplish repositioning.................3
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Marketing is defined as the process that employ by company to promote its products and services
in market and attract large number of customers towards the brand (Abtin and Pouramiri, 2016).
This report includes importance and relevance of positioning and repositioning of brand for
business. Moreover, a perceptual map is developed and two methods that company might use to
reposition itself are discussed in report.
MAIN BODY
1. Relevance and significance of positioning and repositioning for marketers and the implications
for performance of the business
Positioning is defined as the strategy that emphasize on making a strong position of brand
in minds of customers, which distinct it from its competitors. It is the way to influence
perceptions of consumers regarding the brand by positioned itself strongly in market. It is about
developing such an image of brand that people will consider whenever they purchase a particular
product or brand. Positioning a brand appropriately is important for marketers as it helps them in
determining the best way to communicate attributes of brand to customers on the basis of their
needs, available communication channels, competitive pressures and carefully created key
messages (Armstrong, Adam, Denize and Kotler, 2014). There are some reasons due to which
positioning is important for marketers. These includes:
Way of communication: By positioning the brand appropriately, Burberry can directly
communicate or interact with consumers and enable to understand their needs and preferences.
Market differentiation: By positioning itself distinctly to the competitors, Mulberry can
develop unique brand image by fulfilling all the needs of consumers.
Strong recognition in market: Appropriate positioning of a brand helps in getting recogni-
tion in market and assist customer with easy shopping. The existing brands of Mulberry must be
positioned appropriately so that it can differentiate itself from competitors.
Repositioning is defined as changing the existing position or status of brand. It involves the
efforts made by marketers to move a brand or product to distinct place in the mind of target
audience (Kupec, 2015). It is important to make the brand more competitive in market. It is
significant and relevant to the marketers due to following reasons:
1