Principles of Marketing: Positioning and Repositioning for Marketers

This document discusses the principles of marketing, specifically focusing on the relevance and importance of positioning and repositioning for marketers. It explores the case of Burberry and their brand positioning map, as well as provides two methods for achieving repositioning. The document also includes an introduction, main body, conclusion, and references.

Principles
Of
Marketing

Contents
INTRODUCTION.......................................................................................................................................3
MAIN BODY..............................................................................................................................................3
Explain 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?......................................3
In the case of Burberry, demonstrate by means of a positioning map, how the positioning of the brand
will change as result of this process.........................................................................................................4
Provide two methods which brands such as Burberry might use to achieve repositioning......................5
CONCLUSION...........................................................................................................................................6
REFRENCES..............................................................................................................................................7

INTRODUCTION
Marketing is considered as activities or practices which are conducted by a business unit
in order to promote their products or services so that potential customer buy it. Marketing consist
of several aspects such as advertising, delivering, selling, attracting customers and many more.
For a company it is also necessary to follow principles of marketing (Alserhan, 2015).
Organization case taken for this report is Burberry which is operating in fashion industry from
1856 and it is founded by Thomas Burberry. Its head office is located at London, United
Kingdom and they are operating in worldwide level. The main aim of conducting this report is to
understand principles of marketing in respect of increasing sales of Burberry by digital platform.
Topics included in report are importance of positioning and repositioning for marketers as well
as it will also include positioning map. Moreover it will also include two methods which
Burberry may use for repositioning.
MAIN BODY
Explain 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?
By conducting position and reposition for marketers a company able to gain numbers of
benefits which help them in increasing their business and profitability ratio. In respect of
Burberry, they also understand importance and relevance of positioning as well as repositioning,
from which some are mentioned below:-
Importance and relevancy of positioning
 By conducting positioning of brand Burberry able to create market differentiation in the
competitive marketplace which helps in attracting more and more customer towards
products (Armstrong and et.al., 2014).
 Positioning also help respective company to conduct effective as well as efficient
communication to target audiences and encouraging them to purchase their products
immediately.

 By conducting positioning Burberry able to makes process easily and people can buy
products from them easily and effectively which also leads to increase in sales as well as
profitability ratio.
 By adopting this respective company also able to cope with market trends or changes
which help them in offering products according to customer’s need, preferences and
requirement (Challagalla, Murtha and Jaworski, 2014).
Importance and relevancy of repositioning
 By conducting repositioning respective company able to enhance their sales even at that
place where it get decline because through repositioning they able to develop products
according to customers which increase their sales.
 By adopting respective company Burberry able to understand their potential target which
help in attracting new customers that leads to increase in sales as well as profitability
ratio.
Burberry adopt digital platform to attract more and more customers and increase their
sales. So if this strategy get succeed them there are some implication which respective company
need to adopt for enhancing business performance such as train employees how to operate digital
platform effectively. Moreover they also need to hire experts who will handle all digital
channels.
In the case of Burberry, demonstrate by means of a positioning map, how the positioning of the
brand will change as result of this process.
Positioning map is considered as tool or technique which allows a marketer to compare
its products or services with their competitors so that they can develop strategies accordingly for
gaining competitive advantages at the marketplace. In respect of Burberry they position their
brand as a functional luxury in the mind of customers as well as their products fall in two main
section i.e. continuity and fashion (Grönroos and Gummerus, 2014). There are numbers of
competitors Burberry has such as Gucci, Polo, Coach, Armani and many more. Respective
company adopts positioning of brand which result them in several positive aspects such as they
able to increase their sales by attracting more and more customers. Along with this, positioning

of brand also help Burberry in increasing their profitability ratio, market shares as well as it also
help them in gaining competitive advantage at the potential marketplace.
By above positioning map it can be determine that Burberry is considered as high end as
well as luxury products. Moreover as compare to its competitors like Gucci and coach they are
considered as high end brand which offer more fashionable products (Kotler and et. al., 2014).
On the other hand, in respect of Chanel, they focus on continuity luxury products whereas Prada
focuses on luxury fashionable products. This shows every fashion company position their brand
differently at the marketplace.
Provide two methods which brands such as Burberry might use to achieve repositioning.
There are several methods which a company may adopt in order to conduct repositioning
of their products and services (Porral and Stanton, 2017). In respect of Burberry, the main two
methods which they may adopt in order to attain repositioning are given be low:-
 Evaluate how target market grown and changed with time: According to this respective
company must conduct evaluation of market on regular basis so that they can effectively
understand new trends and customers requirement. This is so because that helps in
developing product.

 Adopt new as well as advance technologies: In respect of this method Burberry must use
new and advance technology for promoting their products because through that they can
attract more and more customers (Shaw, 2016).
These are main two strategies which Burberry may adopt in order to implement brand
repositioning at the market place because through that they able to grow or boost their business.
CONCLUSION
By analyzing above discussed points it can be evaluate and summaries that for a company
it is essential to adopt principles of marketing because through that they able to develop proper
decision which leads to enhancement in sales and profitability. Moreover it will also help in
gaining competitive advantage at the potential marketplace or industry. Through this an
organization can also conduct positioning as well as repositioning of their brand that help in
attract wide range of potential customers. Along with this, for analyzing effectiveness of firm
management may also develop positioning map because by it they can determine whether they
belong in the whole competitive marketplace. This will also help company management in
identifying methods through which they can conduct repositioning in marketplace.

REFRENCES
Books and Journals
Alserhan, B.A., 2015. The principles of Islamic marketing. Ashgate Publishing, Ltd..
Armstrong, G. and et.al., 2014. Principles of marketing. Pearson Australia.
Challagalla, G., Murtha, B. R. and Jaworski, B., 2014. Marketing doctrine: a principles-based
approach to guiding marketing decision making in firms. Journal of Marketing. 78(4).
pp.4-20.
Grönroos, C. and Gummerus, J., 2014. The service revolution and its marketing implications:
service logic vs service-dominant logic. Managing service quality.
Kotler, P. and et. al., 2014. Principles of Marketing, 4th European edition. Financial
times/Prentice hall.
Porral, C. C. and Stanton, J. L., 2017. Principles of marketing. ESIC Editorial.
Shaw, S., 2016. Airline marketing and management. Routledge.