Burberry: Analysis of Positioning, Repositioning, and Market Strategy

This report provides an in-depth analysis of Burberry's brand positioning and repositioning strategies within the luxury fashion market. It begins by highlighting the significance of positioning and repositioning for marketers, emphasizing the implications for business performance. The report then presents a positioning map of Burberry, comparing it with competitors Gucci and Primark, based on price and fashion. It explores two key types of brand positioning: lifestyle and product-specific. The analysis includes how Burberry has adapted to market challenges, targeting high-end customers, and entering new market segments. The report concludes by summarizing Burberry's strategies and emphasizing its focus on luxury brand repositioning, aiming to attract high-revenue customers and maintain relevance in a competitive global environment. Finally, the report provides a detailed list of references used.

BURBERRY

Table of Contents
INTRODUCTION...........................................................................................................................1
1. Importance of positioning and repositioning for marketers along with implication of
performance of business is the move is successful. ...................................................................1
2. Demonstrate the positioning map of Burberry along with the identification of two other
brands on map.............................................................................................................................2
3. Any two types of brand positioning........................................................................................3
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Burberry is the leading organization in UK dealing with clothes and accessories. The
company is dealing with ready to wear collection, models, beauty and also started to fall in the
section of the men's wear in the year 2018. It is the loyal luxury brand with the separate
distinctive attitude of British. The company is drastically trying to performer in challenging
environment as the year 2016-2018. In the upcoming year the company is aiming to reposition
itself as luxury brand targeting the high end customers in the global work. Hence, the strategy of
Burberry in year 2017 set to be multiyear strategy inspiring the sustainable customer value for
you shareholders.
Task
1. Importance of positioning and repositioning for marketers along with implication of
performance of business is the move is successful.
Repositioning refers to the changing in the position of the brand to change in the target
market as to have the better understanding of the product. The successful repositioning in when
the company changes the target market against the relativity of competitive market. So it is very
important for the company to change understanding and knowledge of product. The importance
are-
 Decline in sales- the company will change the positioning strategy of the company as
when there is decline in sales of company. If the sales is declining then it is essential for
the company to have change in the strategy as to get the idea of what is actually
happening (Ahmed and Abdelkader, 2019). In the year ending 31 march 2017 the
company recorded the decline 2.8 million. So the repositioning has to be done.
 Target audience is no longer the best one- the target audience from the longer period does
not account to be any more profitable so the company has to identify the potential market
which can increase the brand of organization. Burberry turned the repositioning strategy
as luxury brand targeting the high end customers.
 Innovation of new segmentation- the company is trying to enter the new segment in the
market, then the repositioning is to be done in the company as to stay fresh and relevant.
The addition of offers and many mores change as to give new face to the development of
the country. Burberry has entered in the men segment adding more addition of hang bags
and luxury item to target the high note customer so repositioning turned to be important.
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 New competitors- as in the days of globalization it is important to be updated about the
various strategies used by the different competitor to target the market you are
positioning (Roy, 2019). To stay completive in the target market it is import to have the
repositioning to understand the better product to the customer adding goodwill to the
country.
If the following repositioning turned out to be successful then there are the following
implication on the performance of business-
 Help in coping the market challenges as the company was to be turned out as the
insufficient company in the eyes of marketer.
 The repositioning help in designing the promotional strategy of the company target in the
market.
 To attract the new interest or the new segment of the market as top gain the popularity
and profitability.
 Successful launching of the product in the market
2. Demonstrate the positioning map of Burberry along with the identification of two other brands
on map
The positioning map shows the two category motivators, price and fashion. Price refers to
the situation where the brands are differential on the term of what is in the price handed to their
customers. The price can be the coordinates of the X axis and it represents as the least expensive
and most expensive clothes (Smigielska and Stefanska, 2017). The other criteria for the category
is that the fashion. What is the recent trend that is working in the environment. The clothes the
accessories what re the most fashion or expensive. In these criteria, the brands like Gucci and
Primark will be compared with Burberry in the positioning map. The Burberry Company used to
follow many strategy like market and piece skimming. They started developing in the global
market as to attract the high end customer and dominating the goods as luxury product. Primark
is adopting the strategies of market penetration and product development strategies. And where
the GUCCI is coming with price skimming and market development. Gucci is exclusive more
with comparison of Burberry. As Burberry uses distribution ship to reach to the retailer where it
makes direct to hands of customer. It is exclusive as it will be find out at few places. Gucci is
selective as we'll as exclusive. At the end Gucci is exclusive with price skimming and Burberry
as more than price skimming but Primark is in piece penetration strategy. The other criteria for
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the category is that the fashion. What is the recent trend that is working in the environment. The
clothes the accessories what re the most fashion or expensive. In these criteria, the brands like
Gucci and Primark will be compared with Burberry in the positioning map. So in the position
map Gucci lies in quadrant of most expensive and most fashionable as comparative to Burberry
in same place. The Primark comes in the quadrant of least expensive and last fashionable.
3. Any two types of brand positioning.
There are various types of the brand positioning uses by the companies as to target the
market. The company like Burberry is the exclusive company that has change the market target
as the exclusive market for the customer. The company turned out to be exclusive along with that
turned to the one which is most fashionable (Diallo and et.al., 2015). The company has to cope
up with the downfall in the global revenue then the company target the potential high revenue
customers. There are many strategies that will help in the repositioning like Burberry will be
there-
1. Lifestyle repositioning- the company used to sell the brand rather than the selling of the
clothes. The people will make the lifestyle as the higher the brand when it represents the
raise in the standard of life has been raised. They target the audience in such a way that
the identity of the individuality raise the standard of life in the consumer. The focus of
the brand is that the company will be identified the market.
2. Product specific- the brand will become the identity if it goes to be the different segment
in the market after the differential on the market segment according to the need to the
product. The company will be only indemnified by the product in the market (Martos-
Partal and et.al., 2015). Then only ghee reposition in is done in the proper way to
identify the potential market for the customer.
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CONCLUSION
The company is drastically trying to performer in challenging environment as the year
2016-2018. In the upcoming year the company is aiming to reposition itself as luxury brand
targeting the high end customers in the global work. The Burberry Company used to follow
many strategy like market and piece skimming. They started developing in the global market as
to attract the high end customer and dominating the goods as luxury product. The company has
to cope up with the downfall in the global revenue then the company target the potential high
revenue customers. The company is trying to enter the new segment in the market, then the
repositioning is to be done in the company as to stay fresh and relevant.
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REFERENCES
Books and Journals
Ahmed, H.M.S. and Abdelkader, A.A., 2019. The Mediating Role of Repositioning on The
relationship Between Electronic Integrating Communication Marketing (E-IMC) and
Loyalty: The Case of Commercial Banks in Egypt. International Journal of Online
Marketing (IJOM). 9(1). pp.1-23.
Diallo, M.F. and et.al., 2015. How do price perceptions of different brand types affect shopping
value and store loyalty?. Psychology & Marketing, 32(12). pp.1133-1147.
Martos-Partal, M. and et.al., 2015. Motivational profiling of store brand shoppers: Differences
across quality tiers. Marketing Letters. 26(2). pp.187-200.
Roy, A., 2019. Studying positioning and repositioning of brands using multidimensional
scaling. Journal of Education for Business, pp.1-6.
Smigielska, G. and Stefanska, M., 2017. Innovative Positioning as a Marketing Tool of Retailers
on the Food Market. Entrepreneurial Business and Economics Review. 5(1). p.77.
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