logo

Principles of Marketing Burberry

6 Pages1402 Words333 Views
   

Added on  2020-10-22

Principles of Marketing Burberry

   Added on 2020-10-22

ShareRelated Documents
Principles of marketing
Principles of Marketing Burberry_1
Table of ContentsINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................11.Importance of positioning and repositioning...........................................................................12. Positioning map ......................................................................................................................23.Methods of repositioning.........................................................................................................3CONCLUSION................................................................................................................................3REFERENCES................................................................................................................................4
Principles of Marketing Burberry_2
INTRODUCTIONMarketing 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 wasfounded by Thomas Burberry in 1856. It focuses on distributing the trench coats that are ready towear.Report will include importance of positioning and repositioning for marketers. Furthermore it will include positioning map and methods of repositioning(Baker, 2016).TASK 11.Importance of positioning and repositioning.Positioning is the process that is used by marketers to setting up a brand image of theproduct in the minds of the customers. Positioning plays an important role in satisfying the needsof the consumers. As Burberry is the fashion brand its main focus is no digital marketing andinvesting 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 allowcustomers to operate digital so that larger consumer get attracted and the positioning of theproduct is increased. As Burberry wants to follow the strategy used by the mulberry as toincrease the positioning in the market but Burberry later on realize that it does not want to losethe younger buyers that are more important in luxury market. Thus, Burberry expands itspositioning by increasing the sales in bag. Positioning is important for every marketer as it createcommunication channels and increase the sale of the product(Kotler and Armstrong, 2015).Repositioning means changing the brand of the product by comparing the other brandsin the market. Repositioning is done by the marketer to either increase the quality of the productor to lower down the price so that it can beat its competitors easily in the market. As Burberryreposition its product in the luxury sector by increasing the price and reducing the scale orproviding fixed proportion to the retailers and wholesalers. It also creates new luxury leathergoods and accessories to attract new customers. Repositioning helps in re-development of theproduct again from the starting and develop a new product in the market. Repositioning plays animportant part for marketer as following only one strategy the consumer did not accept andalways want something new in the market. So, for satisfying their needs repositioning is done bythe companies(Harré, 2015).1
Principles of Marketing Burberry_3

End of preview

Want to access all the pages? Upload your documents or become a member.

Related Documents
Importance of Positioning and Repositioning for Marketers
|7
|1321
|200

Importance of Positioning and Repositioning for Marketers - Burberry
|8
|1408
|93

Principles of Marketing - Burberry
|6
|1417
|214

Relevancy and Importance of Positioning and Repositioning for Marketers in the Fashion Industry
|8
|1840
|40

Importance Of Positioning And Repositioning For Marketers - Doc
|7
|1464
|40

The Influence of Burberry Positioning and Repositioning on Business Performance
|7
|1365
|390