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Principles of Marketing and Communications in a Digital World : Assignment

   

Added on  2020-11-12

7 Pages1371 Words133 Views
Principles of marketing andcommunications in a digitalworld

Table of ContentsINTRODUCTION...........................................................................................................................11 The relevance and importance of positioning and repositioning for marketer and implicationof the performance of the business..............................................................................................12 Means of positioning map........................................................................................................23 Two methods of repositioning that might be chosen by Burberry...........................................3CONCLUSION................................................................................................................................3REFERENCES................................................................................................................................4

INTRODUCTIONPositioning is a process of creating an image of a company's products and services or inanother words to create a niche market for itself. Burberry is a British luxury fashion housepublic limited company whose headquarter is in London, England. It sells and distributes readyto wear outwear, perfumes, accessories and cosmetics (Newman, Peck and Wilhide, 2017). Thisstudy will cover and shows the importance of brand positioning and repositioning. It also showsthe methods in which the company's brand achieve repositioning.1 The relevance and importance of positioning and repositioning for marketer and implication ofthe performance of the businessMarket positioning and brand positioning plays an important role in marketing. Marketpositioning can be referred as the ability of influencing consumer's perception. Productpositioning is also a vital element in a marketing plan. It is also a method and process whichmarketer uses in order to determine that how to they communicate their product's characteristicsand attributes with their target and potential customers. Marketer of Burberry focuses on findingthe best way of introducing their products to their customers which can fulfil their all the needsand demands (Armstrong and et.al., 2015).Sometimes company feels and notice that its products image and value is outdated andneed to be improved to being in a competition. In that situation, the company starts repositioningits products in their target customer's perception. For repositioning the company requirescontinuous sustainable promotional campaign.There are some importance of positioning and repositioning such as:Create image: Brand and product positioning is very important for marketer of Burberrybecause it helps them in creating a positive and good image of the company in the mind of thecustomers. It also differentiate their products from another similar products in the market.Meet expectations of buyers: The another main importance of positioning andrepositioning is it fulfil and satisfy all the needs of the customers. Marketer focuses onidentifying customer's needs and then it finds out the best way of introducing their product'sfeatures with them.Attract different types of customers: The main aim of marketer of doing productpositioning is to attract more and different types of customers towards their products and1

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