Principles of Marketing: Positioning and Repositioning for Marketers

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.