Significance of Positioning and Repositioning

RUNNING HEAD: BUSINESS MARKETING
BUSINESS MARKETING
Name of the Student:
Name of the University:
Author’s Note:

BUSINESS MARKETING1
Q1. The article tells us that Burberry intends to go more up-market. Explain
the 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?
Significance of positioning and repositioning:
Product positioning plays an important role for marketers. This process is applied by the
marketers to let their target customers know about their products based on product features.
Product managers and the marketers of a business organisation has the responsibility to utilise
product positioning concept. Product positioning, an invisible bridge, is used to connect with the
target market segments (Lei and Moon 2015). To utilise the needs and attitude of the customer,
marketers utilise product positioning. Effective product positioning can help an organisation to
differentiate its product and services from its competitors. However, before conducting the
product positioning the marketers have to analyse the core market and identify what is most
significant for the consumers (Armstrong et al. 2018). For product positioning, targeting and
audience segmentation are necessary.
Product repositioning is either changing the target market for the services and goods or
changing the overall positioning of the organisation. The product repositioning process has
similarity with the product positioning process (Zahid and Raja 2014). However, there is a
difference, which is in this procedure marketers evaluate the established position of service,
products and brands and emphasizes on how to alter the positioning and market perceptions to
boost the competitiveness. The aim of the product repositioning is to change market perceptions

BUSINESS MARKETING2
in a different way. Product is repositioned in such a way so as to make it more attractive for the
group of the target audience (Villas-Boas 2018).
The implication of positioning and repositioning:
If the product positioning of a business organisation is successful then it will create a
positive impact on the performance of the organisation. By following this procedure, a business
organisation can get certain benefits. Product positioning can help a business organisation to gain
a competitive advantage to product differentiation. Appropriate product positioning can support
the overall marketing strategy of a business organisation. This process can help a business
organisation to boost the competitive strength of the company in the market. Customer loyalty
and thrills can be maximized by this procedure. Inaccurate product positioning can curtail price
sensitivity.
If the product repositioning procedure of a business organisation is successful, then that
organisation can accomplish certain benefits. By conducting an effective product repositioning, a
business organisation can create a stronger competitive position. To maximize sales, effective
product repositioning can be useful. This procedure helps a business organisation to target the
market more effectively. To achieve potential media attention the product repositioning
procedure can be helpful. To align with the present market need, this procedure can be helpful
for a company.