Procedure For Positioning of A Product

RUNNING HEAD: BUSINESS MARKETING
BUSINESS MARKETING
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Author’s Note:

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BUSINESS MARKETING
Q1. The article tells us that Burberry intends to go more up-market. Explain
the relevance and importance of positioning and repositioning for marketers.
What are the implications for the performance of the business if such a move
is successful?
The positioning of a product is a procedure which contains the marketing of a specific
product and services in a specific way to create an image of the brand in the customer’s mind
(Imene et al. 2019). By using this method, a business organisation can communicate its value.
The value which is offered by the company can be modified through this process. It will help the
company to satisfy customer needs. Brand positioning helps a business organisation to clarify its
specific value. The repositioning of a brand or product is a procedure which changes its place in
the consumer’s mind. Product repositioning or brand repositioning refers to the major change in
positioning for a specific product or a brand (Utarsih 2017). An effective product or brand
repositioning can help a company to change the understanding of the target market segment
about the brand or the product. To manage the underperformance of a product or a brand, a
business organisation uses this procedure. To fulfil the needs, and demands of the customer, the
management team of a business organisation conduct this procedure.
If the management team of a company can conduct a successful product positioning, then
that company get certain advantages which will be analysed here. I will help the company to
become market-oriented. To cope with market changes, a company can use this process. To fulfil
the expectation of the targeted customers. This process helps a company to promote consumer
goodwill. To create a loyal customer this process can be used. To gain the interest of the
customer this process can be used (Wang et al. 2016). A business organisation can use this

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BUSINESS MARKETING
method to manage competition in the market. To develop the promotional strategy of a company
this process can be useful. If a business organisation can conduct a successful product
repositioning then that organisation can get certain advantages which will be identified in this
part. A successful product repositioning can boost the perceived position of the brand to
competition. This process can help the company to maximise its sales. To attract potential
customer, a business organisation can use this method. While pursuing a new audience, a
business organisation can use this process. To change the attitude of the business organisation
towards the market, the management team of a business organisation can use this method (Coate
& Ulrick 2016). This process is helpful for a business organisation to control internal change. To
adjust competitive forces, a business organisation can use this procedure.
Q2. In the case of Burberry, demonstrate by means of a positioning map, how
the positioning of the brand will change as a result of this process. In
presenting map, also identify where on the map the following brands would be
located: Gucci and Primark