Burberry Repositioning Report

This report examines Burberry's repositioning strategy, highlighting the importance of positioning and repositioning for brand success. It analyzes the challenges faced by Burberry in maintaining its market position and outlines the methods used to reposition the brand, including price adjustments, digital media engagement, and product diversification. The report also includes a position map demonstrating the brand's shift in the market.

INDIVIDUAL
REPORT

INTRODUCTION
Marketing is referred to the activities of an organisation related with selling and
purchasing of goods or services. It involves delivering and selling of goods to people. Without
marketing, it is not possible for an organisation to achieve their desired goals and objectives
(Cwalina and Falkowski, 2015). There are different barriers and issues which are faced by a
company while marketing and advertising itself which leads to revenue loss. This assignment is
based on Burberry which is a Britain based luxury fashion house, situated in London. This report
covers difficulties which are faced by Burberry in positioning and repositioning itself with
market.
MAIN BODY
1 Importance of positioning and repositioning for marketers along with their implications on
business performance
Positioning: It is a marketing concept which benefits a brand in occupying a distinct and
better position form other rival brands in the mindset of consumers. Organisations such as
Burberry apply these strategy to differentiate their services and product form rival companies. As
per case study, Burberry is using positioning technique to go more up in market. For this
company has invested heavily in digital media so that customers can purchase products via
online orders. Beside this to appeal its customers, company is relaunching its mobile application
and launched an augmented reality application which can be used by Apple users to specify their
preference and choice to company in a more appropriate manner (Ellickson, Misra and Nair,
2012).
Importance of positioning:
 By extending their digital reach, company can considerably expand their customer base
without facing any complexity. This tactics to position itself again in market will help
Burberry in sustaining a strong position in market.
 Positioning will help the Burberry in designing an appropriate promotional strategy. As it
will specify the advantages and disadvantages a company can face while introducing their
products (Kapferer, 2012).
Repositioning: It is a tactics which helps in adjusting the position of a brand, company or
product. Repositioning takes place due to the decline in sale, targeted audience loose interest in
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products or services of company became outdated. According to the case study, Burberry is also
facing decline in sales and product popularity. To reposition itself company is planning to
introduce itself in luxury sector by changing its pricing architecture and scaling sales to whole-
sellers and retailers. To gain attention of high-end customers, Burberry is also planning to
introduce luxurious leather accessories and goods.
Importance of repositioning:
 Repositioning of brand will help Burberry in gaining attention of young customers which
prefers only luxurious and expensive products to enhance their status.
 It will benefits the company to formulate and implement different strategies which will
help them to differentiate their offerings form rival companies (Klimchuk and Krasovec,
2013).
Identify implications for the performance of business if such a move is successful:-
If the tactics used by company to position and reposition itself will be successful in
gaining expected attention form targeted young customers then company will enjoy enhanced
sales and profitability. Positioning itself with the help of digital media will enhance the customer
base of company . This is because due to launching of mobile application, expertise will help
customers to solve their queries. By introducing high luxurious products in market, company will
gain new customers and loyalty of existing customers will also increase.
2 Position map to demonstrate how the brand positioning will change as a result of process
Position map: It is a diagram which specifies the perception of consumers towards the
services and products of a company. These perceptions are based on the basis of quality, price
and necessity of the product. This visual approach will helps Burberry in formulating an
effective positional strategy which will help company in gaining competitive advantage over
rival firms (Knott, Fyall and Jones, 2015). For positioning purpose, Burberry is heavily invested
in leveraging its digital reach. At present, concerned company is facing high competition form
firms like Gucci, Primark, Prada etc. In this respect a position map is prepared according to
which brand positioning of Burberry will take place.
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3 Different method by which Burberry can achieve its repositioning
As per the case study, Burberry will reposition itself in marketplace by changing its price
structure. This will helps them to enhance their customer base in a desirable way. Also, another
way in which company is planning to reposition itself is through stabilising sales back to whole
sellers and retailers. Manager of Burberry is using various strategies to position and reposition
the brand in a desired way. Company has signed contract with eminent personalities so that
popularity of their products will reach a new height (Qu and Qu, 2015). As bag category is
gaining wide attention form customers, Burberry is shifting their major focus on introducing new
designs & ranges in Buckle and Bridal bags. Also management of company have decided to
reposition itself in luxury sector by offering high priced products to rich targeted customers.
There are some different methods by which Burberry can reposition itself. These are mentioned
below:
 Price/quality characteristics can be an efficient strategy by which Burberry can reposition
itself. Company can do it with initiating advertisements which will focus majorly on
quality of product and pricing will given secondary preference. This will create positive
mindset of people regarding the offerings of Burberry.
 Comparing the products and services with rival companies to prove that products of
Burberry are better can be another repositioning strategy which company can use to
stabilize themselves within market place (Sydow and Alfred, 2012).
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CONCLUSION
From above mentioned report, it can be comprehended that to sustain a firm position
within market, it is very important for every organisation to position and reposition itself in a
desired manner. It has a considerable impact on the performance of the business. Position map
will benefit the company in positioning itself in a proper manner. This can be carried out by
comparing the position with rival companies. There are different strategies which can be
implemented to reposition a company in a proper manner.
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REFERENCES
Books and Journals
Cwalina, W. and Falkowski, A., 2015. Political branding: Political candidates positioning based
on inter-object associative affinity index. Journal of Political Marketing. 14(1-2).
pp.152-174.
Ellickson, P. B., Misra, S. and Nair, H. S., 2012. Repositioning dynamics and pricing strategy.
Journal of Marketing Research. 49(6). pp.750-772.
Kapferer, J. N., 2012. The new strategic brand management: Advanced insights and strategic
thinking. Kogan page publishers.
Klimchuk, M. R. and Krasovec, S. A., 2013. Packaging design: Successful product branding
from concept to shelf. John Wiley & Sons.
Knott, B., Fyall, A. and Jones, I., 2015. The nation branding opportunities provided by a sport
mega-event: South Africa and the 2010 FIFA World Cup. Journal of Destination
Marketing & Management. 4(1). pp.46-56.
Qu, Y. and Qu, H., 2015. Nonutilitarian tourism destination positioning: a case study in China.
International Journal of Tourism Research. 17(4). pp.388-398.
Sydow, D. and Alfred, R. L., 2012. Re-visioning community colleges: Positioning for innovation.
Rowman & Littlefield Publishers.
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