Burberry's Repositioning Strategy

The assignment discusses Burberry's repositioning strategy in the luxury bag market. It highlights the importance of market research and understanding target audience needs in achieving successful branding. The document provides a detailed analysis of Burberry's marketing principles, including its value proposition and brand positioning map. It also explores the role of digital activity in fulfilling online orders from stores.

PRINCIPLES OF
MARKETING (PART 2)

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
1. Relevance and importance of positioning and repositioning for marketers. What are the
implications for performance of business if such a move is successful......................................1
2. Demonstrate by means of positioning map, how positioning of the brand will change as
result of this process ...................................................................................................................2
3. Two methods which helps to achieve repositioning of Burberry...........................................3
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
In order to develop successful brand operations, it can be stated that there are different
marketing principles to develop significant outcomes with using several business activities
(Foxman and Dobscha, 2015). In this regard, present study based on Burberry which focus on
leveraging its digital reach to invest and making easier for customers to fulfil their needs. For
gaining insight information of the present study, it covers relevance and importance of
positioning & repositioning for marketers. At last, two methods for achieving repositioning of
Burberry successfully implemented at workplace.
MAIN BODY
1. Relevance and importance of positioning and repositioning for marketers. What are the
implications for performance of business if such a move is successful
Product positioning is the successful process for marketers to demonstrate that how it can
be best communicate products attributes in target customers which based on their needs,
competitive pressure, available communication channels, etc. In addition to this, repositioning is
done to keep up consumers with their needs and wants (Kotler and Armstrong, 2015). Hence, it
is successfully implemented to invest in the future of the company to make changes in the
strategies. For Burberry, following are relevance and importance of positioning and repositioning
for marketers: Understanding customer needs: Effective product positioning of Burberry requires clear
understanding of customer needs to make right communication channel that are selected
to provide key message to their customers. It is started with identifying specific, niche
market segments for target people (Foxman and Dobscha, 2015). In Burberry, it is
successfully based on different kinds of customer needs towards luxury products. Weigh competitive pressure: Marketers are also needed to weigh competitive pressure
which considered for positioning elements in marketing plans. This is because, effective
positioning convey to consumers for their marketing plan towards luxury bags and
accessories.
 Targetting communication channels: Product positioning assists to Burberry to consider
their offerings in different form for several people with defined perspective. Marketers of
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the chosen business need to communicate their people to target more audience. In order
to do it effectively, chosen communication channels designed to connect target audience.
Implications for performance of business
In order to implement brand repositioning in the business, it is essential to choose
strategy which determines focus on new campaign (Saunders, Barrington and Sridharan, 2015).
New campaign also focuses on consumers. Therefore, following are different strategies
implemented in Burberry: Consumer engagement: Customers of the chosen business wants to engage in brand so
that they feel to work in systematic manner in customised products and services. In order
to get creative, Burberry need to concentrate on the opportunity which would be helpful
to change way with super fans. With moving towards luxury brand, designer products
and services can be successfully develop which is beneficial to get creative and figure out
what people demanding (Philip, Gary and Veronice, 2016). Identity: The most important aspect of building brand in Burberry give identity to
company. Brand is also tied with together with using logo, slogan, colour scheme, etc. In
Burberry, it is essential to tie together to move towards luxury products that provide
identity to understand consumer.
 Spirit of giving: Social responsibility is an obligation of the organisation which helps to
run operations and functions in better manner to create welfare of society (Nowak, Gellin
and Butler, 2015). In order to utilise strategy, partnership with charities in its advertising
also successfully build in Burberry.
2. Demonstrate by means of positioning map, how positioning of the brand will change as result
of this process
Positioning map considered strategy for develop market towards moving for luxury bags
and accessories. In this regard, existing products and services are positioning in Burberry to look
for perception of buyer which is known as perceptual maps. In this regard, firm can decide to
move for luxury products where gaps fill in the market to compete against their competitors to
take positioning against new products that are placed by the enterprise (Foxman and Dobscha,
2015).
Positioning map
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Theoretical positioning map can be considered in Burberry with keep things simple that
are usually had 2 lines such as X and Y axis. X axis considered left to right and Y considered
bottom to top. In these criteria used for map which include price, quality, status, features,
reliability and safety. When these two lines drawn, it labelled in existing products that placed on
the map. In order to considered example of Burberry, price and quality two elements are
generally used to identify existing competition in the market (Alserhan, 2017). Therefore, the
chosen business find some luxury brand such as MK, Prada, Louis Vuitton, etc. Furthermore,
Gucci and Primark are two major brands which providing different kinds of bags in luxury
products. These brands have high quality and products so that they placed top right hand box.
Along with this, in Burberry there movement is considered for high quality and brand in left
hand square box.
3. Two methods which helps to achieve repositioning of Burberry
In order to achieve desired level of outcomes, it can be stated that brand is the term which
used to bring more significant advantages in Burberry. This strategy helps to focus on changes in
variety of things (Shaw, 2016). Hence, following are different methods can be used to achieve
repositioning in the enterprise: Consider target market grown and change with time: It is true for the Burberry to make
sure that value proposition in the chosen company successfully developed to attain
desired level of change. In this consideration, the selected business can empowering
women with providing them luxury accessories and bags.
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High quality
Low quality
Low price High price
Primak, GucciBurberry

 Remove barriers from the company: Furthermore, in respect to booming market, it can
be stated that big data provide incredible insight into the areas. All these things replacing
individual to create proper segment (Kotler and Armstrong, 2015). To develop success in
brand, Burberry need to reach digital activity which helps to fulfil online orders from
stores.
CONCLUSION
From the above report, it can be concluded that marketing principles considered
effectiveness in the business to develop their brand performances. In this regard, present study
summarised about Burberry which moved in selling of luxury bags and accessories. Furthermore,
it articulated about repositioning of the business to move successfully in the market. At last,
positioning map discussed which show results to locate successful brand in the country.
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REFERENCES
Books and Journals
Alserhan, B.A., 2017. The principles of Islamic marketing. Routledge.
Foxman, E.R. and Dobscha, S., 2015. Teaching Principles of Marketing from a Multicultural
Perspective: A Proposed Exchange Framework. In Proceedings of the 1996
Multicultural Marketing Conference (pp. 214-215). Springer, Cham.
Kotler, P. and Armstrong, G., 2015. Principles of Marketing-Global Edition. Pearson.
Nowak, G.J., Gellin, B.G. and Butler, R., 2015. Addressing vaccine hesitancy: the potential value
of commercial and social marketing principles and practices. Vaccine, 33(34), pp.4204-
4211.
Philip, K., Gary, A. and Veronice, W., 2016. Principles of Marketing-European Edition.
Saunders, S.G., Barrington, D.J. and Sridharan, S., 2015. Redefining social marketing: beyond
behavioural change. Journal of Social Marketing. 5(2). pp.160-168.
Shaw, S., 2016. Airline marketing and management. Routledge.
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