Burberry Case Study: Positioning and Repositioning Analysis

This case study analyzes Burberry's strategic approach to positioning and repositioning within the competitive luxury market. The report delves into the importance of these strategies for marketers, exploring the implications for brand improvement and competitive advantage. It examines how Burberry adapted its brand positioning, particularly through retail offerings and digital activities, to resonate with its target audience and maintain a strong market presence. The case study also highlights the methods Burberry employed to achieve repositioning, including the use of retail channels and digital platforms, to enhance its brand image and appeal to a broader customer base. Furthermore, the analysis includes the relevance of market analysis and competitor strategies, providing insights into how businesses can adapt to market changes and improve their performance. The study concludes with the importance of continuous market evaluation and the need to adapt strategies to changing consumer needs.

Case study

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK ..............................................................................................................................................1
Relevance and importance of positioning and repositioning for marketer along with
implication for the improvement.................................................................................................1
How the positioning of the brand will change as result of the process.......................................2
Two methods with brand use to achieve repositioning...............................................................2
CONCLUSION................................................................................................................................3
REFERENCES................................................................................................................................4
.........................................................................................................................................................4

INTRODUCTION
Report is based on the case study related with Burberry in which company implement
strategy to moving the brand more upscale with the aim of establishing its competitive image
(Baines and et. al., 2014). This type of strategy is relating with other designer brand like
Mulberry, LVMH's Celine and Givenchy. In this, all these companies face various challenges in
market place such as they lose their younger buyer who are important for the company. As
Burberry does not wants to make the same mistake within their business. For this, report includes
various improvement and methods of position their positive brand image.
TASK
Relevance and importance of positioning and repositioning for marketer along with implication
for the improvement
Positioning and repositioning both are important aspects for every business organization
to attain success at competitive market place. For attaining the same, Burberry also use strategy
to go more up market in order to enhance the chances of establishing competitive brand image as
compare to its competitors. While going up market, company analysed that their old and younger
customers are lose that negatively impact on its productivity level at market place. For reducing
the same, company analysis the market and competitive strategies used by competitors. In this
regards, positioning and repositioning both are important for company to develop their positive
brand in market. Burberry has good brand image due to its quality products and services which
support them in building strong customers base. Mainly it is related with the developing brand at
a distinct position to compete its customers and at the same time also keep competitive image in
customers mind. When Burberry go to the up market then they needs to repositioning their image
in market by placing their different position in competitive market place. In this, the main focus
of this company is to serve better quality products and services to make them loyal towards its
offerings. This will enhance the profitability level of the company at market.
Further more, positioning and repositioning both are important for company to sustain in
market for longer period of time (Rettie, Burchell and Barnham, 2014). While going up market
positioning help company to invite large number of customers towards its services as it may
contribute in attaining competitive edge. Whereas, repositioning is also consider as one of the
important activity for company to shift market perception to monitor the overall position of
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products and services. By using this, Burberry can easily accomplished their target and at the
same time also capture larger market share from its rivals.
In case of going up market, Burberry tries to improve their performance by inviting
number of customers towards its products and services as well. In this company focus on their
target customers who are existing and also invite new customers so that they can easily raise
their productivity. In this regards, Going up market is one of the effective strategy for Burberry
as it make them successful at market place (Speed, Butler and Collins, 2015). With the use of
this strategy, company can easily established its positive image and retain customers for longer
period of time. For furthermore, there are some implication for improvement within the
company:
 Company needs to analysing younger customers needs so that they can easily make them
happy and satisfy them. This will increase the customers base of the organization.
 Burberry is responsible for evaluating competitors strategy before going up market
through which they can improve their services to inviting more and more customers.
How the positioning of the brand will change as result of the process
Positioning map is consider as an effective tool used by company in order to identify the
gaps within the market. Mainly, positioning of company is directly influenced by the customers
perceptions towards its services. Thus, it is crucial for organization to serve its products as per
customers demand in order to satisfy them. In context of Burberry case study, they use strategy
related with going up market in which positioning of company is change the overall performance
of the company and effectiveness of strategy as well.
Two methods with brand use to achieve repositioning
For attaining success and repositioning in market place, Burberry use two methods like
Retail offering and digital activity. Both are play a crucial role in developing brand image of the
company at market place.
In method of Specialists and their retail offering, company looking for adding new
market channel to operate a new store under the accessories brand with a new design (Lovelock
and Patterson, 2015). In this Burberry is also looking to team up with other department stores
and also started trading on online market by including Amazon. With the assistance of this,
customers are easily select the stores and attain positive shopping experience.
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On the other hand, digital activity is also an effective method in which Burberry is
focusing on digital activities. This may allow customers to buy products on online platform and
satisfy their needs. With the help of this, company also appeal more to luxury customers to
improve their profitability level at market place.
Both method are help business organization to attain repositioning in the market place
and also build its positive image (Layton, 2016). By this number of customers get attracted
towards its services make it famous or successful brand at competitive market place.
CONCLUSION
From the above mentioned report, it has been concluded that every business organization
face issues while going up market. Thus, it is important for company to analyse the market and
their positioning as well so that they can improve their performance and compete its competitors
as well. It directly contribute in establishing competitive brand image at market place.
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REFERENCES
Books and journals
Baines, P. and et. al., 2014. Positioning in political marketing: How semiotic analysis adds value
to traditional survey approaches. Journal of Marketing Management. 30(1-2). pp.172-
200.
Rettie, R., Burchell, K. and Barnham, C., 2014. Social normalisation: Using marketing to make
green normal. Journal of Consumer Behaviour. 13(1). pp.9-17.
Speed, R., Butler, P. and Collins, N., 2015. Human branding in political marketing: Applying
contemporary branding thought to political parties and their leaders. Journal of Political
Marketing. 14(1-2). pp.129-151.
Lovelock, C. and Patterson, P., 2015. Services marketing. Pearson Australia.
Layton, R. A., 2016. There could be more to marketing than you might have thought! An invited
paper, by Professor Roger Layton. Australasian Marketing Journal (AMJ). 24(1). pp.2-
7.
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