Case Study Analysis: Burberry's Marketing and Repositioning Strategies

This case study analyzes the marketing challenges faced by Burberry, a luxury brand, and explores its strategies for repositioning within a competitive market. The analysis examines the importance of product positioning and its impact on marketing outcomes. It delves into the methods Burberry can employ to achieve successful repositioning, considering market competition from brands like Gucci and Primark. The study highlights the significance of understanding consumer needs, market segmentation, and the adaptation of marketing plans to attract customers. Key strategies discussed include unique selling propositions and targeting specific market segments, particularly in emerging markets. The case study references the MINTEL Fashion Accessories report and provides insights into Burberry's performance, including the impact of tourism and currency fluctuations on sales. The analysis also covers the application of digital marketing strategies to enhance brand visibility and customer engagement.

MARKETING

Table of Contents
TASK ..............................................................................................................................................1
1. Explaining the relevance and importance of positioning and reposting for marketers. .........1
2. How the positioning of the brand change the result of process..............................................2
3. Methods to Achieve Repositioning........................................................................................3
REFERENCES................................................................................................................................5

TASK
1. Explaining the relevance and importance of positioning and reposting for marketers.
Burberry is making an intent to go more up in the market. The organisation is planning to
expand the business by providing higher quality bags handbags and small leather goods. It is very
tough for Burberry to expand their market share. For this the organisation has to make an
effective marketing plan as products positioning is an important element of an marketing plan.
Products positing is used by the marketers of Burberry so that they can determine that how best
they can communicate their products to the market so for targeting customers based on the needs
of the customer, competitive pressures, available communication channels (Keegan, 2017).
As without proper product positioning the products of Burberry can not be marketed in
the market. This approach is very important for marketer so that they can find out the current
competition in market and can make better marketing plans. Markets get to know about the
current market competition and on the basis of this they make new marketing strategies so that
the marketing can be done in such a way that it can attract maximum number of customers. It
assist the marketed in targeting market segment ie, what are the markets where the products can
be purchased by maximum number of consumers (Keegan, 2017). They analyse the needs of the
consumers and according to that they manufacture the goods. As the brand makes handbags and
other leather products so they will analyse the needs of the consumers as mostly they target the
women of different ages groups and makes products according to that. Thus by this Burberry can
expand their market share and assist them in increasing their sales.
Repositioning is important for marketers as in thus the overall positioning of the products
are changed, changes are made so that the products can be sold to the right market where they
can satisfy the needs of consumers. It is very important for the business when such a move is
successful as through this the market share of Burberry can be increased. The brand can get
attracts new consumers and increase their overall sales. The business can lead to success as more
the products made can be reached to wider number of audience. Thus when the products of
Burberry are sold to other markets the sales can be increased, assist in improving overall
productivity (Keegan, 2017).
1

2. How the positioning of the brand change the result of process.
High Quality-Low price High Quality-High price
GUCCI's Products-
 Gucci's loafer
 Gucci genius jeans
 Gucci Sylvie Purse
Burberry’s Products-
 Leather bags
 Trench coats
 Cashmere scarves
Low price-low quality High price-quality
Primark's product-
 Hat
 Gloves
 Scarves.
Burberry
 Leather handbags
 Perfumes
 Mufflers
There is an effective competition in the market Gucci and Primark's are great competitors
of the brand. There are different types of products which been offered by Burberry, but due to
effective competition it has become very difficult for the brand to increase the market share.
As without proper product positioning the products of Burberry can not be marketed in the
market (Kerin and Hartley, 2015). This approach is very important for marketer so that they can
find out the current competition in market and can make better marketing plans. Markets get to
know about the current market competition and on the basis of this they make new marketing
strategies so that the marketing can be done in such a way that it can attract maximum number of
customers.
2

It assist the marketed in targeting market segment ie, what are the markets where the
products can be purchased by maximum number of consumers. They analyse the needs of the
consumers and according to that they manufacture the goods. As the brand makes handbags and
other leather products so they will analyse the needs of the consumers as mostly they target the
women of different ages groups and makes products according to that. Thus by this Burberry can
expand their market share and assist them in increasing their sales. As in the category of high
quality high prices Gucci used to offer Gucci's loafer, Gucci's genius jeans and Gucci Sylvie
Purse (Kerin and Hartley, 2015). As to face the competition Burberry used to offer its products
like leather bags, Trench coats and cashmere scarves.
3. Methods to Achieve Repositioning
It includes two major methods which help to the Burberry to achieve repositioning as one of the
lead luxury brands in the multinational market.
11 Unique Selling : Currently because of the lots of competition in the luxury brand
industry, the Burberry's products selling become less than previous time. The company is
one of the oldest luxury brand companies which provides their services from the year
1856 (Wilson and et.al., 2016). Now in the luxury market many brands run their
businesses, and gained great goodwill as well. The Burberry wants to that position again
in the luxury market which company had few years ago. In that case company need to
hire some highly qualified market researchers in the company for analysis of market
conditions, and then according to the research try to produce such unique luxury products
which customers actually want (Kotler and et.al., 2017). Suppose peoples of China, Hong
Kong, UK, USA are really interested in purchasing such unique fashion products which
make them more special when they use that products. So, company need to produce such
unique luxury products according to market research which are truly able to influence the
customers.11 Market Segment : The Burberry need to focus on the target markets for selling their
products. For example; the Netherlands, people of this country are crazy about for
purchase quality products at any cost. Company's management need to more active in the
finding of new markets in the world, because now many other countries are also comes
under developed countries chart. So, this is the great opportunity to the company to run
their business activities in these type of countries market, before other luxury brand start
3

business their (Kotler and et.al., 2017). Company also need to leave traditional marketing
strategies and focus on employ the latest marketing strategies. Company also poor at
digital marketing, in this case company need to start use of digital marketing which are
using by many other luxury brands. For example the Rolex uploaded their fancy ads on
the daily basis on their social media platforms. So, the company also need cover this type
of attempts to gain customers attention towards brand. These methods help to the
Burberry to achieve repositioning (Shaw, 2016).
4

REFERENCES
Books and Journals
Keegan, W.J., 2017. Global marketing management. Pearson India.
Kerin, R. and Hartley, S., 2015. Marketing: the core. McGraw-Hill.
Kotler, P. and et.al., 2017. Marketing for hospitality and tourism.
Shaw, S., 2016. Airline marketing and management. Routledge.
Wilson, A. and et.al., 2016. Services marketing: Integrating customer focus across the firm.
5