Individual Case Study: Burberry Brand Positioning and Repositioning

This report provides an in-depth analysis of Burberry's brand positioning and repositioning strategies within the fashion industry. It begins by highlighting the importance of positioning and repositioning for marketers, emphasizing their role in increasing sales and profitability. The report then delves into the concept of positioning maps, using them to locate Burberry, Gucci, and Primark within the competitive landscape. It further identifies two key methods for brand repositioning: focusing on the target market and removing barriers to human connection. The report concludes by summarizing the key findings, underscoring the significance of these strategies in navigating the challenges of the fashion market. The report also references several academic sources to support its arguments and analysis.

Individual Case Study
Analysis

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK ..............................................................................................................................................1
1. Importance of positioning and repositioning for marketers ....................................................1
2. Meaning of positioning map and also determine Gucci and Primark will be located in map. 2
3. Two methods for utilization of accomplish repositioning ......................................................2
CONCLUSION................................................................................................................................3
REFERENCES................................................................................................................................4

INTRODUCTION
The positioning and repositioning of brand are very essential for company in terms of increase
sales and profitability as compared to competitors (Moon and Kamakura, 2017). This report is
based on Burberry. It is the largest fashion brand in the United Kingdom. Study will explain the
importance of positioning and repositioning for marketers. It will demonstrate positioning map
and also identify on map brands will be located Gucci and Primark. Also, assignment will
provide the two methods of repositioning of brand in the marketplace.
TASK
1. Importance of positioning and repositioning for marketers
Positioning:
Product positioning is an essential component of marketing plan. It is the procedure of marketers
utilization to defines the ways to communicate attributes of products to their target consumers
which are based on consumer wants, competitive pressures, available communication channels
and carefully crafted key information. It makes image of products in consumer mind, outline the
most essential advantages which distinguish the goods from same products in the market.
Product positioning is very important in different ways such as:
Meet expectation of Buyers: It is necessary to identify and meet the needs and expectation of
purchaser by marketers (Ren and et.al., 2017). Thus, marketers focus on designing and pricing of
products according to needs and wants of consumers. This can help to increase consumer
satisfaction and fulfil their expectation.
Design promotional strategy: It is essential to promote the goods and services by marketers of
Burberry. Thus, they need to make and implement the promotional strategy for marketing of
goods and services in the marketplace. This can help to increase attraction of consumers towards
the goods and services of Burberry.
Promote consume loyalty: It is necessary to promote loyalty of consumers within the market.
Therefore, Burberry's marketing department needs to focus on product positioning which is the
most important activity that help to increase consumer loyalty in the market.
Face competition:This is the key utilization of product positioning in the marketplace. Thus,
company focus on product positioning (Ren and et.al., 2018). Therefore, Burberry can respond to
the challengers effectively. This can improve their competitive strengths.
Repositioning:
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it is described as changing the position of goods or brands in the minds of the customers relative
to the offer of competitive good. It is very delicate and complex procedure as brand requirements
to modification in understanding of target market of the goods. The leading objective of product
repositioning is to improve perceived positioned of product relative to competition by the of
Burberry. Successful repositioning of goods can make ongoing market advantages.
 Repositioning is important to lower or declining sales as per increased competition in the
market, so that, Burberry needs to focus on repositioning of brand or product in the
marketplace (Roy, 2019).
 It includes understanding the market, goods, competition, consumer etc. again and
communicating new positioning statement for goods and services.
2. Meaning of positioning map and also determine Gucci and Primark will be located in map
Positioning Map:
It is technique which is normally utilized through people who are in marketing and deals with
goods which are attempting to market. The thought is which everyone has various perception of
certain goods. Companies like Burberry utilize positioning map to aid them in developing market
positioning strategy for their goods or facilities (Smigielska and Stefanska, 2017). As the maps
are dependent on percept of the purchaser they are sometimes knows as perceptional maps.
These maps are displayed where existing goods and facilities are placed in the market, so that
company can decide where they can lie to position their goods.
In this context, Burberry has tough competition with Gucci and Primark in the fashion
industry. Thus, Burberry faces many challenges as compared to Gucci and Primark which
involve profits warning, quality and prices of products. In order to that, Primark sell their
products at cheapest prices in relation to increase sales and also introduce the new branch within
the other marketplace (Ren and et.al., 2017). Through this challenge, Burberry has to decide
reposition of the brand and introduce the new product such as Bridle and buckle bags in more set
up styles.
3. Two methods for utilization of accomplish repositioning
Brand brings to mind images of main road billboards, logos, and tag lines. Brand is every thing
for entrepreneur. Burberry is fashion brand in the UK and other countries in terms of sales
growth in 2017. Also, goods are performed well were handbags, small leather products. Full
price sales for bags raised for year ended 2017 by driven new product launches like Bridle ad
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Buckle bags in different styles. As part of the new strategy under their recently appointed CEO,
so that they will reposition itself firmly in luxury sector by extending their prices architecture
and sales to lower-end retailer and wholesalers.
Therefore company will decide to reposition of brand, so that they follow different methods or
strategies in relation to increase sales and profits of business.
Target market: It is technique or strategy of reposition of brand by the company. In which,
Burberry needs to identify the target market which highly changed with time. Thus, they need to
focus on the different target market like demographic, geographic and behavioural segments that
includes age group, gender, lifestyle, occupation etc (3 Powerful Strategies for Repositioning
Your Brand, 2017). In order to that, Burberry focus on women and men gender segment, 18-30
age groups, high income group in the marketplace. This kind of strategy can help to increase
attraction and awareness of the consumers within the company. Through this, company will
increase the sales and profits of the business.
Remove barrier to human: It is method or strategy of reposition of brand by the firm. In which,
Burberry requires to remove barrier to humans which breath life into firm. High level
information is providing firms like Burberry incredible insights into their marketplace. All these
things are repositioned individuals with serial number, screen name or market segment.
Consumers desire human contact (Roy, 2019). This method can aid to raise awareness and
attraction of the customers within the marketplace. Through this, company will increase the sales
and profits of the business.
CONCLUSION
This report has summarized that importance of positioning and repositioning within the
organization. It can be concluded that positioning map help to determine the position of the top
three brands in the fashion industry. Furthermore, study has completed that two methods has
utilized for repositioning of brand within the marketplace.
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REFERENCES
Books and Journals
Moon, S. and Kamakura, W. A., 2017. A picture is worth a thousand words: Translating product
reviews into a product positioning map. International Journal of Research in
Marketing. 34(1). pp.265-285.
Ren, L. and et.al., 2017. The reverse model of repositioning: A case study of the Howard
Johnson hotel chain in China. Journal of Global Scholars of Marketing Science. 27(4).
pp.227-242.
Ren, L. and et.al., 2018. Brand repositioning in the hotel industry-a case study of Howard
Johnson in China. CAUTHE 2018: Get Smart: Paradoxes and Possibilities in Tourism,
Hospitality and Events Education and Research, p.282.
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.
Online
3 Powerful Strategies for Repositioning Your Brand. 2017. [Online]. Available through :
<http://customerthink.com/3-powerful-strategies-for-repositioning-your-brand-in-2017/>.
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