Repositioning Strategies for Mulberry Brand

This report explores the importance of brand positioning and repositioning for Mulberry, a company struggling with sales and profits. It discusses two methods: psychological repositioning, which involves changing customer beliefs and perceptions about the brand, and competitive repositioning, which aims to make customers dislike products from competitors. By implementing these strategies, Mulberry can establish a strong base and achieve desired results.

Principles of
Marketing and
Communication in a
Digital World

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
1. Importance of positioning and repositioning..........................................................................1
2. Demonstrate of brand position through positioning map........................................................2
3. Methods for repositioning a brand..........................................................................................3
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5
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INTRODUCTION
Marketing principles are the foundation or basis on which a company make marketing
strategy to build their product. A business cannot ignore these principles at the time of
conducting promotional activities in order to attract customers to its brands. The chosen
organization is Mulberry based in Somerset, England. The report talks about relevance and
importance of positioning and repositioning, meaning and use of preposition in map and methods
by which a brand can reposition itself in the market (Hassan and Craft, 2012).
MAIN BODY
1. Importance of positioning and repositioning
Positioning refers to creating an image in the minds of customers that influence their
perceptions about the brand of a company from its competitors. In other words, creating an
unique image that customers will consider whenever they are going to purchase the products of a
particular brand. It is important for marketers due to the following reasons:
 Market differentiation: Mulberry can create unique brand or product to position itself
different from its competitors by fulfilling needs of consumers.
 Way of communication: There are many competitors who are working hard to attract
customers to buy their products. Mulberry can directly communicate with customers and
understand their needs and demands.
 Easy shopping: Brand positioning provide a strong recognition in the market which helps
the customer with easy shopping. Mulberry must position its existing brands so that it can
be identified differently from other brands (Sirianni and et. al., 2013).
Repositioning means to change the existing status or position of a brand. It involves
alteration or modification a particular brand in the minds of customers so as to become more
competitive. It also has relevance and importance which are as follows:
 Competition: New entrants bring innovative products which increases the existing
competition. Mulberry can change the designs or structure for repositioning itself.
 Market environment: A business sees many faces in the form of political stability or
instability, social factors etc. These are prime aspects which can be considered by
Mulberry to reposition it’s brands.
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 Consumer trends: Demands, fashion and perception of consumers are keep on changing
with the time according number of products available in the market. Mulberry should
understand the requirements of its consumer and make them satisfied. This will help in
attracting more buyers.
Mulberry can have numerous benefits or results by going for any of the strategy above. The
possible implications are as follows:
 It will have positive impact on the perception of consumers about the brands which
are sold by Mulberry.
 Strong market position of brands will give even more cut throat competition to its
rivals which words to some extent control the entrance in the sector.
 More profit and sales can be recorded.
Increased brand image and goodwill also its implications. This can be achieved by creating
brands for products different from what are being offered by other competitors.
2. Demonstrate of brand position through positioning map
Positioning map is used to evaluate the market standing of a product in terms of demands,
quality, brand image and price. Business organization use it to know the position of their brands
among their competitors. It is also known as perpetual map. When an entity is considering
marketing strategies which are going to be applied in order to attract more customer, the map
play a significant role in order to assess it status in the market (Maarit Jalkala and Keränen,
2014). Mulberry is a company engaged in selling luxurious products which is planning to expand
segment of handbags. The products will be made with added features and by changing its design.
Furthermore, price architecture will be changed and strategies used by other competitors such as
Burberry, Gucci, Primary, Cliché etc. Will be evaluated in order to take create positive results.
the below mentioned positioning map is about Mulberry, Gucci and Primark. It shows the
position each of these brands. This comparison will help Mulberry to understand better what
exactly it is required to do in order to have long term sustainability can increase profits and sales
in the luxury brands segment.
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Gucci is an Italian brand which sells luxurious brand of fashion and leather products. It is
one of the leading company which has revenue of 4.2 billion euros. On the other hand, Primark is
a fast fashion retailer based in Dublin.
3. Methods for repositioning a brand
A company struggling with sales and profits we adopt one or more methods for
positioning its brand in the market. Methods help in establishing a strong base on which the
whole strategy can be implemented in order to get desired results. The benefits offered by
positioning for re positioning have already been mentioned above and every organization applied
techniques in order to have these advantages. The two methods of brand positioning are as
follows:
 Psychological repositioning: This method of strategy involves changing the beliefs,
perceptions and opinions of customers about the brand. This method can be used by
business organizations which have been questions about the quality of products offered
by it. Burberry by using this method can modify its brand position and take it on higher
side by improving the quality of products are being sold by it (Brand repositioning
techniques, 2019).
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 Competitive depositing: It is about changing the beliefs of consumers about the products
or brands being offered by its competitors. Burberry can use this strategy to make the
customers dislike the product of its rivals by making the products which will fit the
criteria of customers. Level of satisfaction is boss use factor in this along with prices and
availability.
CONCLUSION
From the above report, it can be concluded that brand is a very valuable asset for an
organization which should be protected and promoted in order to increase its value. Furthermore,
positioning and re-positioning of brands can be vital to the success of an entity. There should be
e a complete plan before going for any of promotional strategies. Also, market standing of
competitive should also be taken into account while assessing on position. Various methods can
be used to achieve desired level of re-position.
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REFERENCES
Books and Journals:
Hassan, S.S. and Craft, S., 2012. Examining world market segmentation and brand positioning
strategies. Journal of Consumer marketing. 25(5). pp.344-356.
Maarit Jalkala, A. and Keränen, J., 2014. Brand positioning strategies for industrial firms
providing customer solutions. Journal of Business & Industrial Marketing. 29(3).
pp.253-264.
Sirianni and et. al., 2013. Branded service encounters: Strategically aligning employee behavior
with the brand positioning. Journal of Marketing. 77(6). pp.108-123.
Online:
Brand repositioning techniques. 2019. available through:
<http://manualofmarketing.blogspot.com/2017/09/brand-repositioning-
techniques.html>.
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