logo

Positioning and Repositioning Doc

   

Added on  2020-12-09

7 Pages1331 Words429 Views
INDIVIDUALREPORT

INTRODUCTIONMarketing is referred to the activities of an organisation related with selling andpurchasing of goods or services. It involves delivering and selling of goods to people. Withoutmarketing, 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 acompany while marketing and advertising itself which leads to revenue loss. This assignment isbased on Burberry which is a Britain based luxury fashion house, situated in London. This reportcovers difficulties which are faced by Burberry in positioning and repositioning itself withmarket. MAIN BODY 1 Importance of positioning and repositioning for marketers along with their implications onbusiness performancePositioning: It is a marketing concept which benefits a brand in occupying a distinct andbetter position form other rival brands in the mindset of consumers. Organisations such asBurberry apply these strategy to differentiate their services and product form rival companies. Asper case study, Burberry is using positioning technique to go more up in market. For thiscompany has invested heavily in digital media so that customers can purchase products viaonline orders. Beside this to appeal its customers, company is relaunching its mobile applicationand launched an augmented reality application which can be used by Apple users to specify theirpreference 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 basewithout facing any complexity. This tactics to position itself again in market will helpBurberry in sustaining a strong position in market. Positioning will help the Burberry in designing an appropriate promotional strategy. As itwill specify the advantages and disadvantages a company can face while introducing theirproducts (Kapferer, 2012).Repositioning: It is a tactics which helps in adjusting the position of a brand, company orproduct. Repositioning takes place due to the decline in sale, targeted audience loose interest in1

End of preview

Want to access all the pages? Upload your documents or become a member.

Related Documents
Importance of Positioning and Repositioning for Marketers
|7
|1321
|200

Repositioning Marketing Strategies: A Case Study of Burberry
|5
|1545
|254

Burberry Repositioning strategy
|8
|1351
|71

Importance of Positioning and Repositioning for Marketers - PDF
|7
|1603
|29

Value and Impact of Positioning & Repositioning in Marketing
|7
|1246
|79

Individual Project Assignment - Burberry organisation
|8
|1383
|253