Burberry's Positioning and Repositioning Strategies Report Analysis

This report examines Burberry's positioning and repositioning strategies within the fashion industry. It begins with an overview of Burberry Group PLC, highlighting its significance in the luxury fashion market. The main body delves into the importance of positioning and repositioning for marketers, explaining how these strategies create a differentiated brand perception. It discusses the implications of successful positioning and repositioning, emphasizing their role in gaining market share and competitive advantages. The report includes a positioning map analysis, identifying Burberry's position in the market relative to competitors like Gucci and Primark. Furthermore, it explores two key methods for achieving repositioning: advertising and research & development. The advertising strategy focuses on reaching a broad audience through various media channels, while the research & development strategy aims to identify and address gaps in the market. The conclusion summarizes the importance of these marketing concepts for defining target markets and adapting product, pricing, and promotional strategies to drive sales and customer perception.

MINTEL Fashion Accessories
report

Table of Contents
INTRODUCTION...........................................................................................................................1
Overview of the Organization......................................................................................................1
MAIN BODY ..................................................................................................................................1
1. Importance of positioning and re-positioning for marketers and implications of successful
positioning & re-positioning........................................................................................................1
2. Positioning map, change in positioning of the brand in map and identification of the
position of some brands in map...................................................................................................2
3. Two methods for achieving re-positioning by Burberry 200...................................................4
CONCLUSION ...............................................................................................................................4
REFERENCES................................................................................................................................6

INTRODUCTION
Overview of the Organization
Burberry Group PLC is a luxury fashion house established in United Kingdom. Its
headquarters is in London, England, United Kingdom. It was founded by Thomas Burberry in
year 1856. This company is one of the most popular firm in the Fashion Industry. It serves its
products worldwide. It has around 9752+ employees (All About Burberry in 9 Points, 2018).
This report will highlight the importance of positioning and repositioning, positioning
map and strategies for successful achievement of repositioning.
MAIN BODY
1. Importance of positioning and repositioning for marketers and implications of successful
positioning & repositioning
Meaning of Positioning
Positioning refers to the activity of marketers or strategy of marketers which create a
differentiate concept or perception in the minds of customers regarding the name of brand or
company from other brands of company (Blankson, 2016). In short words, it refers to the point
of the brand or company regarding where they stand in the industry.
Importance of Positioning for Burberry's
There are various importance of positioning for Burberry's which are as follows -
Positioning helps company to clear understanding of the target market which helps them
to easily define their customers' needs and wants. This helps organization to stand out from their
competitors.
Positioning helps company to develop products & marketing strategies and pricing
strategies easily which lead to no wastage of resources and efforts of the organization and its
employees.
Results due to successful Positioning for Burberry's
Burberry's positioning strategy get successful, it will help company to gain market share,
generate revenues and gain competitive advantages over its competitors. It will also focus on the
innovative ideas in order to attract existing as well as new customers towards its products.
Meaning of Repositioning
Repositioning refers to the activity or strategies adopted by the marketers of the company
for the purpose of change in the perception of the customers towards existing brand or company
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for the better selling of the products or services or better responding of the new products or
services in the market (Roy, 2019).
Importance of Repositioning for Burberry's
Due to new entrance in the fashion industry, there is increasing in the competition level in
the market. In order to maintain the business in the competitive market, Burberry's do
repositioning of its products and brands. Here repositioning plays an important role.
Results due to successful Repositioning for Burberry's
If company is able to do repositioning of its brand and product successfully, it will lead to
increase in strong customer based, gain of loyal customers, gain more competitive advantages &
synergies. It also helps company to regain its sales volume (Chik, 2015).
2. Positioning map, change in positioning of the brand in map and identification of the position
of some brands in map
Positioning Map
It is also known as Perceptual Map or Market Map. It is a kind of technique or method or
tool used by various companies' marketers to identifies the position of the company in the
competitive market (Product Positioning Map, 2019).
Mapping of the Positioning of the Company
Positioning map has generally two dimensions – quality and price. But it can be multi
dimensions depends upon the nature of products or company or industry. In case of Fashion
industry, the positioning map is as follows -
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POSITIONING MAP OF BURBERRY'S
In case of Burberry's, Company's position can be anywhere in the map which are as
follows -
A. High quality – High price – If company produce high quality products and sell it at high price
it means company wants to target high income customers.
B. High price – Low Quality - If company produce low quality products and sell it at high price it
means company wants to earn more profits by incurring low costs.
C. Low Quality – Low Price - If company produce low quality products and sell it at low price it
means company wants to earn just profit and target lower income customers.
D. Low Price – High Quality - If company produce high quality products and sell it at low price
it means company wants to target high-middle income customers and gain market shares
(Todeschini, Patel and Norton, 2017).
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(Illustration 1: Positioning Map
Source: Product Positioning Map, 2019)

Example of Positioning Map - Positioning of Gucci, Primark and Burberry's
3. Two methods for achieving repositioning by Burberry 200
There are various methods or strategies through which Burberry's can reposition itself in
the market by its products or company or brand. These strategies are as follows -
Strategy 1 – Advertising Strategy – It is one of the most popular strategy used by various
companies to do marketing and positioning of their products and services in the competitive
market. Burberry's can adopt this strategy in order to reach at the large audience. In advertising,
there are various medium such as TV, radio, newspapers, holdings, websites, online games and
online videos etc. it will help company to change the perception of the customers towards the
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brand of the firm. This strategy will be implement by conducting advertising programs or
contracting with advertising companies (Ren and et.al., 2018).
Strategy 2 - Research and Development Strategy – Company can do their reposition
themselves by conducting research and development in order to identify the position gap which
arise due to distance between desired position and actual position. By doing research and
development, company can find out a factor which can add value in existing products and that
added value will help Burberry's to attract the customers by adopting various promotional
strategies (Blankson, 2016).
CONCLUSION
From the above study, it has been summarized that Positioning and repositioning is an
important marketing concept. It has been a part of marketing strategies in the form of strategies.
These strategies help company to identify the target market, their needs & wants and accordingly
adoption of further product, price and promotional strategies. Repositioning is a part of
positioning where it is done for the purpose of increasing the sales volume or create a new
perception of products in the mind of the customers.
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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.
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.
Todeschini, E., Patel, M. and Norton, K., Hand Held Products Inc, 2017. Dynamically created
and updated indoor positioning map. U.S. Patent Application 14/926,442.
Online
All About Burberry in 9 Points. 2018. []. Available through:
<https://www.theitalianreve.com/burberry-9-points/>
Product Positioning Map. 2019. [ONLINE]. Available through:
<https://slidemodel.com/templates/segmentation-targeting-and-positioning-
powerpoint-template/product-positioning-map-powerpoint-slide/>
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