Case Study: Burberry's Marketing Strategies for Enhanced Market Share

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Assignment 2: Individual Case Study Analysis
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TABLE OF CONTENTS
Introduction......................................................................................................................................3
Question 1........................................................................................................................................4
Question 2........................................................................................................................................6
Question 3........................................................................................................................................7
Conclusion.......................................................................................................................................8
References........................................................................................................................................9
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Introduction
In the present business environment, marketing practices play a significant role in the attainment
of organizational goals. Adopting of significant marketing strategies and practices is important.
Positioning and repositioning are one of the essential aspects of marketing. Positioning is a
concept of establishing a brand image in the minds of customers (Zhang, et al. 2016). It is very
important in order to attract and retain customers.
The present study emphasizes on the positioning and repositioning of Burberry, a company that
intends to expand its sales and markets share. Moreover, it also outlines the positioning map and
the methods to achieve repositioning.
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Question 1
Burberry is a famous fashion brand highlighting British heritage. Burberry is a public company
that deals with the luxurious and fashionable items such as sunglasses, accessories, clothing, and
cosmetics.
Product positioning within Burberry is an essential aspect of a marketing plan; positioning is
the process of determining best communication practices, referring to target customers based on
the customer needs/expectations, and carefully crafted critical elements required by the
customers. The importance of product positioning within the Burberry is to understand the
customer needs so that the appropriate communication channels are selected and the key
message will resonate with customers. In addition to the same, product positioning starts with
identifying customer needs based on the psychographic and demographic factors and ends with
conveying market plan. Additionally, another critical factor is to cope with market changes, the
task manager of Burberry is continuously required to watch the market situation, competitive
advantage, and market place to meet the challenges regarding market dynamics. Moreover,
precise product positioning promotes customer goodwill and loyalty within the cited company so
that organizational market plan can be achieved smoothly. Further, product positioning emphasis
on competition, the quoted firm can respond powerfully to the rivals; it can also enhance its
competitive strength (Leiblein, et al. 2018).
Thus it can be said that product positioning can improve sales volume within Burberry by
adopting the above practices.
Product repositioning
Product repositioning can be attained by advertising, publishing or research and development.
Repositioning is the process of creating an image or identifying in the minds of the target market
for its product or brand by the marketers within Burberry. The importance of product
repositioning is to beat with competitors, increasing sales revenue, increasing the value of the
cited company in front of the audience and bringing new customers to achieve market growth.
In addition to same, product repositioning focused on to improve the brand's name and perceived
positioned, so that the cited company can create ongoing market advantage. Furthermore, the
other relevance of product repositioning within Burberry is to increase sales through effective
communication techniques within the different market that further help in enhancing its market
growth and competitive advantage (Villas-Boas, 2018).
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There are some implications for the performance of the business, such as it fills the gap between
employees and the company, provides necessary feedback and motivation among employees.
The cited firm can act as a bridge by providing all the essential tools, resources, appraisals,
training materials and reward system so that the market plan of the business can be accomplished
quickly.
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Question 2
High quality
Primark Burberry
Gucci
Low price High price
Low quality
Positioning map
Positioning mapping is considered as a diagram that allows having an understanding of the
customer perception of the business. It is necessary for the entity to have consideration of diverse
factors that assist in meeting values. Market mapping is a diagrammatic method utilized by
resource advertisers that endeavors to outwardly show the view of clients or potential clients. In
addition to this, it can be said that positioning mapping allows having proper development of
marketing strategies. It means the advertising and promotion of product and services can be
improved in a reliable manner. It helps to evaluate the buyer's perception that means the overall
development in terms of customer base improvement can be taken into account (Blankson,
2016).
Changes in the positioning of the brand will also impact the overall process because any kind of
ignorance may affect business operations. Improper positioning may affect the customer base
because it will not allow targeting the audience in the desired manner. As per the changes in the
market trends and values the marketing and positioning map need to be updated properly so that
goals and objectives can be taken into account. Changes forces to focus on the repositioning and
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ensure about the sustainability. Typically the position of a product, product line, brand, or
company is displayed relative to their competition.
Question 3
There are specific methods to achieve repositioning that requires focused changes to a variety of
products, such as-
Brand relaunch - brand relaunch is one of the most noticeable ways that involves various stages
of evolution and often need to be restructured and revitalized to improve revenue and market
share within the cited company. Brand relaunch approach is followed when customers found it
was affordable, but it does not meet their expectations and desires. There are some further
methods to relaunch the brand such as changes in channel and distribution strategy; this can help
enhance sales volume and market growth of barberry. Moreover, the second way to relaunch a
brand is to revamp each factor of the marketing mix. Marketing mix of Burberry includes brand
name, product, price, place, and physical location (Lei and Moon, 2015).
Brand proliferation- it is the contrary of brand extension. In brand proliferation, the primary
emphasis on more new brand names. Moreover, The cited company has several brands in the
same product or the same range of product that can further increases in the list of independent
brands. The most common advantage of brand proliferation is to Increases Company’s market
share and also enhances competitive advantage within Burberry. It can be said that new brands
can also generate excitement level for the sales team of the cited firm.
Thus, it can be concluded that while repositioning, the primary objective of the company must be
to bring it to an excellent level concerning sales and market share.
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Conclusion
From the above study, it can be said that to achieve more market share and growth, positioning
and repositioning are essential to attain the same. This report emphasizes on relevance and
importance of positioning and repositioning with the different market condition and its impacts
of the company. Positioning map is also drafted in this report to understand the same.
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References
Blankson, C., 2016. Positioning a brand. The Routledge companion to contemporary brand
management, pp.164-185.
Lei, N. and Moon, S.K., 2015. A Decision Support System for market-driven product positioning
and design. Decision Support Systems, 69, pp.82-91.
Leiblein, M.J., Reuer, J.J. and Zenger, T., 2018. What Makes a Decision Strategic?. Strategy
Science, 3(4), pp.558-573.
Villas-Boas, J.M., 2018. A Dynamic Model of Repositioning. Marketing Science, 37(2), pp.279-
293.
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.
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