Principles of Marketing and Communications in a Digital World

Added on - 04 Oct 2020

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Principles of Marketing andCommunications in a DigitalWorld
TABLE OF CONTENTSINTRODUCTION...........................................................................................................................1TASK..............................................................................................................................................11. Relevance and importance of positioning and repositioning of marketers............................12. Demonstrate positioning map and ways of positioning of brand will change as result.........23. Two methods to use for achieving the repositioning.............................................................4CONCLUSION...............................................................................................................................4REFERENCES...............................................................................................................................5
INTRODUCTIONPrinciples of Marketing made up of many business majors. Marketing is determined asthe total of actions included in the transfer of products from producer and seller to the customersinvolving ads, shipping, storing and selling. It is about having communication strategy which atit core relies on ongoing conversations (Palmatier and Crecelius, 2019).Study is based onBurberry. It is the British luxury fashion house headquartered in London, England. Report willexplain the connection and significance of positioning and repositioning of marketers. It willdemonstrate positioning map and ways of positioning of brand will change as result. It willexplain two methods to use for accomplishing the repositioning.TASK1. Relevance and importance of positioning and repositioning of marketersPositioning means to target customer's reason to buy brand in preference to other. It isensured that all brand actions has common aims which is guided, directed and delivered throughbenefits and reasons to buy brand. It focuses at all points of contact with the customer (Kiselevaand et.al., 2016). It is the marketing strategy which purposes to create brand occupy well-definedposition relative to compete brands in the mind of the consumers.Repositioning means to the major modification in positioning for brand or product. Thefirm has to change target market's understanding of firm to successfully reposition products.Sometime, this is challenge particularly for well-set up or strongly branded goods. Due to thedeclining performance and major shifts in the environment, companies can considerrepositioning of goods. Many companies select to establish new brand rather than repositioningbecause of the efforts and cost needed to successfully apply the change.Importance of positioning:Brand positioning is the important for the marketers. The result of improving the uniquestance in the marketplace.Create market differentiation:If the Burberry and its products and facilities givespecific the suggestion,resolution an unmet requirement and present desirable experience thenbrand positioning will aid company stand out from the crowd by articulating ways that they aredifferent (Scott, 2016).1
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