MINTEL Report Analysis: Burberry's Brand Repositioning and Strategies

This report analyzes Burberry's marketing challenges and potential repositioning strategies, drawing insights from the MINTEL Fashion Accessories Report of the United Kingdom 2018. It emphasizes the importance of brand positioning and repositioning for marketers, highlighting how these processes impact business performance. The report demonstrates the use of positioning maps to visualize brand positions and explores how these positions can evolve. It identifies two key methods Burberry can employ to achieve successful repositioning: actively listening to consumer feedback to improve product quality and consistently delivering high-quality products at competitive prices. By focusing on these strategies, Burberry can enhance its brand image, attract a wider consumer base, and gain a significant competitive advantage in the luxury fashion market. The analysis concludes that effective brand positioning and repositioning are crucial for driving sales, increasing profits, and securing a strong market position.

MINTEL Fashion
Accessories Report

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
The importance and relevance of repositioning and positioning for marketers and the
implications for performance of business -..................................................................................3
Demonstration of positioning map and the positioning of brand that can change as result of
these process-...............................................................................................................................4
Two methods which can be used by Burberry for achieving the repositioning-.........................4
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
The above report is on the basis of case study in which analysation of marketing
problems which are being faced by the Burberry in their business operations. The report includes
the MINTEL Fashion Accessories report of the United Kingdom 2018.
Burberry is the British luxury fashion brand which had its head office in the London,
England. They mainly focus on distribution of trench coats, fashion wears, sunglasses, ready to
wear outwears and cosmetics. The above report includes importance of the positioning and
repositioning of the marketers. Report carried forward with the demonstration of positioning
map. Report ends with the two methods which can be used by Burberry for repositioning of their
brand in the market and gain huge competitive advantages.
MAIN BODY
The importance and relevance of repositioning and positioning for marketers and the
implications for performance of business -
The brand positioning is helpful for Burberry in understanding the strength and
weaknesses of brand from the consumers perspectives. They can understand the various
consumer groups who are pursuing brand's services and product categories in the various
regions. Burberry can build the unique image in the mind of their consumers so that they can
grow in the marketplace (Zhang, Lin and Newman, 2016). They are successful in attracting the
young customers with the new styles of their brand ambassador Alessandro Michele. The
repositioning of brand is helpful for Burberry in raising their sales, profit and market share so
that the current position of company can be gained. The positioning, pricing and distribution can
be accepted and can be grow as per the desired goal and objectives and it is recommended that
company can perform it with the help of various strategies. Burberry is changing their brand
positioning by offering product with old styles in all the categories which are replaced by new
aesthetic (Shachar, 2015). The target market is not being changed by the company by
understanding their product and services. And it can be challenge for the Burberry as it is the
well popular brand among the marketplace. They had launched the new leather goods so that
company can be benefited by new reworking handbag styles.

Demonstration of positioning map and the positioning of brand that can change as result of
these process-
The Burberry can position their brand in the marketplace with the help of various strategies.
Company may position their brand with the high quality products at low pricing so that more and
more consumer can be attracted toward the company and thus they can gain huge competitive
advantages form their companies in the market. The company can concentrate more on rendering
quality product to the young consumers at affordable prices. Thus, company's sales could be
raised easily as consumer will be satisfied with the quality products which are provided by the
company to their customers. Whereas the Primark and Gucci provides the high quality product at
high prices to their consumers so the company can have competitive advantage that they can
position themselves in market (Chik, 2015). The company can easily compete with these
companies by using their strategy and position again themselves in the market and raise their
sales. Burberry can easily reposition in market with mainly focusing on quality product to their
consumer and highly satisfying their consumer so that more and more customer are attracted
toward the company's product. And brand can become more popular among the consumers and
various competitive companies. Gucci and Primark also had the high brand equity among the
consumers and their consumers are highly satisfied with their products.
Two methods which can be used by Burberry for achieving the repositioning-
The two methods which can be used by the Burberry for repositioning themselves in
market are as follows-
Listening to the consumers-
Burberry must listen to their consumers so that they can render the quality products to
them. Company can get feedbacks from their consumers so that they can improve their products
easily and further render the quality products to their consumers. As the consumers are highly
satisfied the company can raise their sales and profit margins easily (Roy, 2019). The company
must listen to their consumers so that problems which is being faced by them can be solved and
thus they can satisfy their consumers and highly satisfied consumer are the permanent consumer
for the company and they will be stay connected with brand for long term.
Delivering the quality products to their consumers-
The Burberry can deliver quality products to consumers. The consumers can also be
satisfied with the quality product. Thus, they can render quality product at low pricing so that it

can be helpful for company can repartition themselves in market and gain huge profit margin
while competing with the other brands in marketplace (Blankson, 2016). Burberry must focus on
this and render the product with high quality at affordable prices and values which attracts wide
range of consumers.
CONCLUSION
From the above study it has been concluded that the brand positioning and repositioning
is very important for company for raising their sales and profits in the marketplace. They can
compete with rivals in market and gain the brand position in the marketplace. The company can
render the quality product to their consumers so that more and more young consumers are
attracted towards the company. Burberry can grow effectively in the market and could raise their
revenues and become the popular brand in the marketplace.

REFERENCES
Books and Journals
Blankson, C., 2016. Positioning a brand. The Routledge companion to contemporary brand
management, pp.164-185.
Chik, A., 2015. Recreational language learning and digital practices: Positioning and
repositioning. In Discourse and Digital Practices (pp. 124-141). Routledge.
Roy, A., 2019. Studying positioning and repositioning of brands using multidimensional scaling.
Journal of Education for Business, pp.1-6.
Shachar, S and et.al., 2015. Identification of gene positioning factors using high-throughput
imaging mapping. Cell. 162(4). pp.911-923.
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.