Burberry: Positioning and Repositioning Strategies Analysis

This individual project analyzes Burberry's brand positioning and repositioning strategies within the luxury fashion market. The report begins with an introduction highlighting the importance of these strategies for marketers, particularly in a dynamic industry like fashion, and discusses the imp...Read More

INDIVIDUAL PROJECT

Table of Contents
INTRODUCTION...........................................................................................................................3
Importance of positioning and repositioning for marketers along with the implications...........3
Positioning map and the positioning of the brand.......................................................................4
Methods which can be used by the brands for achieving the repositioning................................4
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
In UK, various luxury brands has seen strong growth and performance in 2016 and Q1 of
2017 due to the increase in the visitors of tourism sector. This improved performance and growth
is because of the satisfaction of consumers from the products and services provided by the
business firms. Burberry is the taken firm in this assignment report which is a London based
luxury fashion firm. The company is providing a range of coats, outerwear, fashion accessories
and cosmetics. The firm has over 498 stores worldwide. This report will cover the importance of
positioning and repositioning for marketers along with the positioning map. This report will also
discuss the methods which can be used by the brands for achieving the positioning.
Importance of positioning and repositioning for marketers along with the implications
Positioning refers to the standards of the products and services in the mindset of
consumers which are provided by the firms. Through this, a firm can determine the position of
their products in the market. When management of a firm successfully position their products in
the proper market then it leads to the increase in the customers of the product. Whereas
repositioning refers to the process of making changes in the existing positioning of the products
which is done by analysing the target market of the product. Positioning and repositioning is the
important strategies for the Burberry which can be implemented in the marketing plan. Through
these, Burberry can determine the needs and requirements of the customers which can be
fulfilled by the company through their products (Chungyalpa and Bora, 2015). This needs and
requirement determination is necessary as the trends and styles of the fashion industry is
dynamic in nature and keeps on changing. Burberry can easily plan their future course of action
based on the analysis of needs of customers which is also beneficial in retaining their customers
and improving their performance. Due to this, the growth and profit of the Burberry also improve
which will motivate the employees to perform better in their assigned work.
Burberry can also compete with their competitors effectively if they become successful in
capturing their target market. Due to retaining their customers and capturing the targetted
market, the market share of the company can also increases. Due to determining the needs and
demand of customers, Burberry can also effectively handles the changes going on in the market
as the demands can be met by the products of the firm (Mullins and et. al., 2013). The satisfied
customers are the sign that the image and performance of the company is improving in the

market. Also Burberry can improve their existing products with unique and innovative features
by using positioning and repositioning plan.
Positioning map and the positioning of the brand
Positioning map refers to the diagrammatic technique which is used by the marketers for
visually displaying the perceptions and views of the customers or potential customers. It is used
by the Burberry for presenting their products in-front of the customers. With the help of this
positioning map, Burberry can decide the course of action taken by them in the future time for
accomplishing the desired competitive position at the market place (Grant, 2016). Through this,
the firm can differentiate their products from the competitors. The company is providing their
products according to the needs and demand of the customers due to which the business of the
firm is continuously growing. Gucci and Primark are the competitors of the Burberry and the
firm is performing better then them in terms of sales and profit. Burberry is providing good
quality products such as handbags and other leather products due to which the sales of firm is
improving (Harmon, 2019). Due to the proper brand positioning, company was able to compete
with their competitors by making proper plans and strategies which is helpful for the company in
sustaining for a long period of time in the market. Burberry has also introduced their products on
the online platforms which hasn't been done by the competitors such as Primark and Gucci
because of the risk involved and the dynamic nature of the customers. So it can be said that the
positioning map of the Gucci and Primark are not up-to the mark than the Burberry.
Methods which can be used by the brands for achieving the repositioning
There are various methods which brands such as Burberry can use for accomplishing the
repositioning. Two of these methods are discussed below:
Burberry needs to do some changes in their organisational and working structure of the
company for accomplishing a good position and image in the market. Through these changes, the
firm can add more potential customers in their customer base. Also the strategies and plans can
be developed which can be used for the future course of action (Jewell and Saenger, 2014). The
repositioning is usually used by the Burberry for retaining their existing customers and to attract
potential customers. When the repositioning strategy is implemented in proper manner, then the
market share along with the profitability of the firm can improve. So it is essential for the
Burberry to determine the ways through which the firm can implement the strategy in best
possible manner for getting the anticipated outcomes after repositioning.

Another method which Burberry can use is that the company needs to have clear vision
for resolving the problems of the targetted market (Zhang, Lin and Newman, 2016). When
Burberry can determine the problem of targetted market then firm can develop effective plans
and strategies for resolving such problems of targetted market.
Through these above discussed methods, Burberry can perform their business operations
without any problems or challenges. By using the repositioning strategy, Company can
reposition their products in a suitable way in the market which will assist the firm in attaining the
both short and long term organisational goals.
CONCLUSION
It has been concluded from the above report that the the fashion industry is growing due
to the increases in the number of tourists. The firms needs to provide their products and services
according to the needs and demands of the customers for better performance and productivity.
When business uses the suitable positioning and repositioning strategies then profit can be
enhanced effectively. The company can determine their competitive position by using the
positioning map.

REFERENCES
Books and Journals
Chungyalpa, W. and Bora, B., 2015. Towards Conceptualizing Business Strategies. International
Journal of Multidisciplinary Approach & Studies. 2(1).
Grant, R.M., 2016. Contemporary strategy analysis: Text and cases edition. John Wiley & Sons.
Harmon, P., 2019. Business process change: a business process management guide for managers
and process professionals. Morgan Kaufmann.
Jewell, R.D. and Saenger, C., 2014. Associative and dissociative comparative advertising
strategies in broadening brand positioning. Journal of Business Research. 67(7).
pp.1559-1566.
Mullins, J.W., and et. al., 2013. Marketing management: A strategic decision-making approach.
New York: McGraw-Hill.
Zhang, C., Lin, Y.H. and Newman, D.G., 2016. Investigating the Effectiveness of Repositioning
Strategies: The Customers’ Perspective. Journal of Travel & Tourism Marketing. 33(9).
pp.1235-1250.