TOP8152 Marketing Report

This report analyzes the importance of positioning and repositioning for brands like Burberry. It explores two methods Burberry could use to achieve repositioning, including creating a new product line and developing a quality management system. The report also includes a positioning map comparing Burberry, Gucci, and Primark.

TOP8152

Table of Contents
INTRODUCTION ..........................................................................................................................1
TASK 1............................................................................................................................................1
Importance of positioning and repositioning for marketers........................................................1
Positioning of brand will change as result of this process and identify where on map Gucci
and Primark brands would be located.........................................................................................2
Two methods which brands such as Burberry might use to achieve repositioning....................2
CONCLUSION................................................................................................................................3
REFERENCES................................................................................................................................4
.........................................................................................................................................................4

INTRODUCTION
Marketing refers to action of promoting as well as selling service or products consisting
advertising and market research. It is management process by which products move from
concept to consumer. This present report is based on case study related to marketing issues
facing a business (Chen and Wang, 2015). This report will be discuss about importance of
repositioning that Burberry company can get at market place. Positioning map will also mention
in assignment that help in determining position of firm.
TASK 1
Importance of positioning and repositioning for marketers
Burberry is British Luxury fashion house and its focus on fashion and distributes the
trench coats, fashion accessories, cosmetics, ready-to-wear outerwear, sunglasses and fragrances.
On the basis of case study, Burberry company saw double- digit sales growth for six months. In
addition to this, accessories represent about 37% of the total revenue with sales in category
maximising through 10% at first half of 2017. sometimes, Burberry company develop new
strategy to reposition itself in luxury sector through extending its cost architecture as well as
scaling back sales to lower-end wholesalers and retailers.
Positioning- It refers to place where brand occupies in mind of consumers and
distinguish from products of competitors. Its main focus on enhance brand reputation as well as
ranking among competitors.
Relevance and importance of positioning
Meet with expectation of buyers- Better brand positioning needs clear understanding
about needs of consumers so that firm can choose right communication channels and the key
messages that with resonate consumers.
Make Entire Organisation Market-oriented- Product positioning is a main part of wider
marketing philosophy. In context to Burberry, it is related with determining superior aspect of
product and match with needs as well as expectations of consumers in effective manner as
comparison to competitors (Straker and Wrigley, 2016). It is helpful for Burberry in make whole
firm market oriented.
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Repositioning- It refers to main change in positioning for product. For successful
reposition product, there is a need to change understanding of target market of product. In
context to Burberry, it reposition in luxury sector and develop new luxury leather products.
Relevance and importance of repositioning
Change in customer needs- The needs and preferences of customers are changing with in
short period of time. Changes in lifestyles and requirements of consumers may result in make
modifications in existing products and develop new on the baits of their demands. It will help
company to sustain at market place for long period of time.
Strong or new competition- Under this, product may be challenging through strong
competitors in its positioning space. The repositioning is helpful in deal with the competitors and
have less competitive arena.
From implication of repositioning, Burberry company attract high- end consumers and
enhance its market share. Repositioning is successful for Burberry and also helpful in making
business successful (Uggla, 2015).
Positioning of brand will change as result of this process and identify where on map Gucci and
Primark brands would be located
Positioning map refers to graphical advice and analyse positions of each competing
groups of products. It shows where the existing services and goods are positioned at market
placed so that company can decided where it can like to place its product. On the basis of case
study, Burberry company is focusing on leveraging its digital reach and invest in making it easier
for consumers to purchase online through fulfilling the online orders from its stores. The
positioning of brand will make change as result of process. If the brand will be position in a
better manner then firm can easily compete with its strong competitors. It will be helpful in
attaining the competitive position at market place. Burberry company establish its position in
luxury market because according to survey, 16 to 24 age group people are more active luxury
shoppers and they tend to be purchase accessible entry-level products.
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GUCCI BURBERRY
PRIMARK
At market place, there are two main competitors of Burberry and these are Gucci and Primary.
On the basis of position map, these two brands come after Burberry company. In terms of
revenue, Burberry is on high position. In year 2017, revenue of Gucci is £5.47 billion, Primark is
£5.5 Billon and Burberry is £2.7 million (ANNUAL REPORT 2017/18).
Two methods which brands such as Burberry might use to achieve repositioning
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High Quality
Low Quality
High Price
Low Price

In brand repositioning, firm changes status of brand at market place. Mainly it consists changes
to marketing mix for an instance product, price, place and promotion (Chen and Wang, 2015). It
is related to changing position of product or brand in mind of consumers for offering of
competitive product. In context to this, repositioning is to be done to keep up with the needs as
well as wants of customers. The main reason of Burberry company to repositioning its brand
because of declining sales due to enhanced competition at market place, innovation, high
technology etc. In this, Burberry company use the two different methods mention below for
repositioning its brand in an effective manner:1. Creation of new production line- Under this, Burberry company will produce the new
products in order to more to reposition itself. This business firm will develop new
product line to target new consumers. From this, large number of consumers will be
attracted towards firm. As per case study of Burberry, it will develop new accessories and
leather products in order to attract the new high-end consumers (Wang and Wu, 2012). on
the other hand, Burberry move to reposition itself in luxury industry with the help of
extending its cost.
2. Development of quality management system- Quality is a min concern for customers, so
it is necessary for company to create high quality of products. Firm will develop team
that will focus on measure the quality of products or start to end process of quality such
as quality of raw material used, product development Quality and final product quality.
Through this, sales of company can be enhanced and its repositioning can also be
successful.
CONCLUSION
It has been concluded from above mention report that repositioning of brand or product is
helpful in enhancing market and attract more consumers. In mention report studied about the
different ways through which the Burberry company can analyse its repositioning such as
development of better quality management system and creation of new product line. There has
been discussion about the position map of Burberry with Gucci and Primark business
organisations.
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REFERENCES
Books & Journals
Chen, R. and Wang, M. H., 2015. Brand Positioning Map: A Strategy Tool for Trademark
Design. Journal of Management and Strategy. 6(1). p.36.
Straker, K. and Wrigley, C., 2016. Emotionally engaging customers in the digital age: the case
study of “Burberry love”. Journal of Fashion Marketing and Management. 20(3).
pp.276-299.
Uggla, H., 2015. Aligning Brand Portfolio Strategy with Business Strategy. IUP Journal of
Brand Management. 12(3).
Wang, N. and Wu, Y., 2012. Market Feasibility of Burberry and Gucci in Zhang Jiagang City,
PR China: Case: Introduce a New Luxury Brand into Kelly Mall.
Online
ANNUAL REPORT 2017/18. 2018. [Online]. Available through:
<https://www.burberryplc.com/en/site-services/privacy-and-cookies.html>.
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