The assignment discusses the importance of product positioning in marketing, highlighting three methods: quality or pricing positioning, product category positioning, and competitor-based positioning. It concludes that positioning plays a crucial role for marketers to remain stable in the market.
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Table of Contents INTRODUCTION...........................................................................................................................1 TASK 1............................................................................................................................................1 1.Importance of positioning and repositioning...........................................................................1 2. Positioning map......................................................................................................................2 3.Methods of repositioning.........................................................................................................3 CONCLUSION................................................................................................................................3 REFERENCES................................................................................................................................4
INTRODUCTION Marketing is the process of buying and selling of the product. It includes advertising, promotion, personal selling and door to door marketing etc. Present will be based on the Burberry company it is a British luxury fashion house. It was founded by Thomas Burberry in 1856. It focuses on distributing the trench coats that are ready to wear. Report will include importance of positioning and repositioning for marketers. Further more it will include positioning map and methods of repositioning(Baker, 2016). TASK 1 1.Importance of positioning and repositioning. Positioning is the process that is used by marketers to setting up a brand image of the product in the minds of the customers. Positioning plays an important role in satisfying the needs of the consumers. As Burberryis the fashion brand its main focus is no digital marketing and investing money in selling products online to the customers by fulfilling the order from stores. For gaining product positioning in the market Burberry launched its mobile app that allow customers to operate digital so that larger consumer get attracted and the positioning of the product is increased. As Burberry wants to follow the strategy used by the mulberry as to increase the positioning in the market but Burberry later on realize that it does not want to lose the younger buyers that are more important in luxury market. Thus, Burberry expands its positioning by increasing the sales in bag. Positioning is important for every marketer as it create communication channels and increase the sale of the product(Kotler and Armstrong, 2015). Repositioningmeans changing the brand of the productby comparing the other brands in the market. Repositioning is done by the marketer to either increase the quality of the product or to lower down the price so that it can beat its competitors easily in the market. As Burberry reposition its product in the luxury sector by increasing the price and reducing the scale or providing fixed proportion to the retailers and wholesalers. It also creates new luxury leather goods and accessories to attract new customers. Repositioning helps in re-development of the product again from the starting and develop a new product in the market. Repositioning plays an important part for marketer as following only one strategy the consumer did not accept and always want something new in the market. So, for satisfying their needs repositioning is done by the companies(Harré, 2015). 1
Implications of positioning and repositioning If positioning and repositioning is successful for Burberry company then it will impact on the performance of Burberry. Repositioning helps the Burberry to increase its sales and attract new consumers by providing good quality products to the customer. Through this the sale of leather products also increases. By focusing on digital activity also it attracts the consumers to buy its products(Tasker, 2016). 2. Positioning map Positioning map helps in showing the position of existing product in the market. It is represented through a diagram that depict the price and quality among that the position of the product lies in the market. Positioning of the brand will change this process as this positioning map also create a gap between the high price low quality goods. Similarly, low price high quality box is empty in the positioning map it is difficult to give high quality product at cheaper rates. Positioning helps in place the right product at the right category on the diagram depend on its price and quality. Positioning of the brand will change by the perception of the consumer regarding the product. The customer's thinking regarding product may cannot match the actual product available in the market. By positioning the product in positioning map it will fill the gap in the market otherwise have to compete with the other competitors. Positioning of the brand will also change the price and quality of the product(Molloy and Axhausen, 2017). 2
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Above positioning map represent the position of Gucci and Primark. As the map shows the two different axis x-axis and y-axis. The x-axis represent left to right and the y-axis represent bottom to top of the positioning map. The x-axis denotes the price and the y-axis denotes the quality of the product. As Gucci and Primark both are the known brands that have high quality and high brand in the market. So, in the positioning map both the company's product lie in the first quadrant that means high quality and high price product. This positioning map helps in identify the position of the product in the market(Mooreand Cowman, 2015). 3.Methods of repositioning There are several methods of repositioning as follows: Qualityorpricingpositioning:Thisstrategyofpositioningstatesthatthereis relationship between price and quality. Price of the product is set according to the quality and keeping the higher position of the product in customers mind. Burberry can use this strategy to achieve repositioning in the market by increasing the quality of the product through which customers get attracted to but the product. Product category positioning: This means to categories the product according to their durability in the market. The product that is regular use are put on the first position in the market so that product is easily available to the consumer. Burberry can use this strategy by putting the product category wise so that it is easily available to the customers(Glaser, Fiss and Kennedy, 2016). Competitor based positioning: This means that differentiation between our product and the other products in the market that will create value in the market. Burberry can use this strategy of positioning as it has to give better services to its customers as compared from its competitors such as Mulberry, Givenchy(Importance of product positioning,2019). CONCLUSION From the above study it can be concluded that positioning of a product plays an important role for the marketer to remain stable in the market. Positioning refers to the setting up the position of the product in the market. Positioning helps in increasing the quality and price of the product. Positioning map is also an important part of filling the gap in the market. From the above study it can be observed that positioning and repositioning are the two main strategies for the marketers. 3
REFERENCES Books and Journals Armstrong, G and et. al., 2015. Marketing: an introduction. Baker, M.J., 2016. What is marketing?. InThe Marketing Book(pp. 25-42). Routledge. Glaser, V.L., Fiss, P.C. and Kennedy, M.T., 2016. Making snowflakes like stocks: Stretching, bending,andpositioningtomakefinancialmarketanalogiesworkinonline advertising.Organization Science.27(4). pp.1029-1048. Harré, R., 2015. Positioning theory.The International Encyclopedia of Language and Social Interaction, pp.1-9. Kotler, P. and Armstrong, G., 2015.Principles of Marketing-Global Edition. Pearson. Molloy, J. and Axhausen, K.W., 2017. Using high resolution passive mobile positioning data in transport models-Aims, challenges and current progress. InWorkshop on data processing and analytics of smartphone and GPS data, Mobility Lab, University of Tartu. Moore, Z.E. and Cowman, S., 2015. Repositioning for treating pressure ulcers.Cochrane Database of Systematic Reviews, (1). Tasker, R.C., 2016. Positioning the breathing but unresponsive patient: what is the evidence?. Online Importanceofproductpositioning.2019.[Online].Available through<https://smallbusiness.chron.com/importance-product-positioning-marketing-plan- 24275.html> 4