Burberry Marketing Analysis: Brand Repositioning in Global Market

This case study provides a marketing analysis of Burberry, a British luxury fashion house, focusing on its brand positioning and repositioning strategies. It discusses the company's plans to expand its business globally and move up-market, particularly in the luxury sector. The analysis highlights the benefits and importance of positioning and repositioning for Burberry, including becoming more market-oriented, adapting to market changes, meeting new buyer expectations, and differentiating from competitors. The study emphasizes the performance implications of a successful repositioning strategy, such as aligning goods and services with customer needs and monitoring product popularity. A positioning map illustrates Burberry's position relative to competitors like Gucci and Primark. The case study concludes by underscoring the need for Burberry to understand the market before initiating repositioning, considering factors like target market growth and removing internal barriers. Desklib provides access to similar case studies and solved assignments for students.

Running head - BURBERRY MARKETING ANALYSIS
Burberry Marketing Analysis
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1BURBERRY MARKETING ANALYSIS
Table of Contents
Introduction..........................................................................................................................2
Discussion............................................................................................................................2
Conclusion...........................................................................................................................5
References............................................................................................................................6

2BURBERRY MARKETING ANALYSIS
Introduction
Burberry; also known as Burberry Group PLC is a British originated fashion house that
have the most elegant and luxurious collection of clothing. The company has its headquarters in
London. The company mainly focuses on the distribution of trench coats and other outwears like
ready to wear outfits, overcoat and other fashion accessories like cosmetics, fragrances and
sunglasses (Som, A. and Blanckaert 2015). Recently, Burberry have been developing plans and
strategies to expand their business and marketing in the global market and also keeps intention to
go up-market in their business. The following case study would be discussing the relevance and
the importance of positioning and repositioning. It would also be discussing about positioning
map showing the position of Burberry in compared with Gucci and Primark.
Discussion
Burberry have been developing strategies that would help them in positing and
repositioning in the market. The positioning and repositioning in Burberry would be on the
domain of luxury sectors. It would be attempted as the appointed strategy by the CEO of
Burberry Marco Gobbetti, the company would be extending the prices and also they would hold
down the sales to low end retailers and wholesalers of their products. The company would also
intends to manufacture more luxury goods made from leather and other accessories that would
allow Burberry dealing with higher end customers (Mulvey 2017).
There are many benefits and importance of positioning and repositioning the brand itself
and the products created by Burberry. It would make the entire organization of Burberry more
market-oriented. It would also help Burberry in coping up with the changes in the market (Miller
and Mills 2017). The repositioning would also allow Burberry in meeting the expectation of the

3BURBERRY MARKETING ANALYSIS
new buyers that would be getting after the repositioning. The repositioning would also make
Burberry apart from the competition in the market. Burberry would also be maintaining its focus
in the specific targeted market for their growth in the up market. It would also drive further the
development in service and the pricing of the products created by Burberry as the newly
manufactured leather goods would be having high end prices. The repositioning would also be
helpful in taking more creative and effective decisions regarding the marketing of Burberry.
Repositioning would also be helpful in understanding the changed needs of the customers as
after 20-30 years, the needs of the consumers’ changes and organization is needed to change
accordingly to the need (Godey et al. 2015). It would also be helpful for Burberry to understand
the changes in the macro environment of the market. With the repositioning, the new targeted
market of Burberry could be assessed more easily and understood.
It is vital for implementing the performance implications for the success of the
repositioning strategy developed by Burberry. The implication of the performance based on the
success of the repositioning strategy could be analyzed or done by assessing the core activities of
the organization itself. It would be done by effectively matching the good and the services that is
needed by the customers. However, if the Burberry is aware of the needs of the new customers
after the repositioning, it would easy for the organization to analyze the market. It is also
necessary to monitor which are the products that are acquiring more popularity among the
customers. With it, it would be helpful in for deciding which are the products that is needed to
made more for achieving the high end profit margins and the services that is needed to be
upgraded bettering the performance of the organization. The cost of the reviewing would also be
helpful in the implication of the performance for the success of the strategy (Godey et al. 2016).

4BURBERRY MARKETING ANALYSIS
High Quality
Brand weakness Brand strength
Low Quality
Fig – 1 Positioning map of Burberry in the market along with Gucci and Primark
Source - Authors
The positioning map helps in understanding the brands position in the market along with
other brands in competition with one another. It has also have graphical explanation of axises
that demonstrate the brands according to the axis that is marked as high brand value, low brand
value and as brand strength and brand weakness (Blankson et al. 2019). Brand postion is
considered as the set of perceptions like impression, feelings and ideas that is developed among
the customers regarding the brand. It also demonstrate the perception that customers’ hold
against the product cretaed by the brand in compared with the productes with the other
competing organizations.

5BURBERRY MARKETING ANALYSIS
As the new strategy of repositioning would be implemented on Burberry, the positioning
of the organziation would also change. Burberry would be launching more superior quality of
materilas and more elegant products that would help in attracting new and high end customers.
This would help in achieving a new position in the market and would also help in gaining the
new rest profit margin by the organization. After the inplication of the repositioning strategy, the
brand position of Burberry in the market would be higher and in the positioning map, the brand
would move more upwards towards high quality and alos towards brand strengthing (Blankson,
Ertekin and Lohse 2017).
Brands like Burberry should be taking methods in account that would help them in
understanding the market before initiating the repositioning of the brand and their products
(Alden and Nariswari 2017). Methods like consideration of target market that have grown in the
recent years due to the arrival of competitors. Another strong and effective method wwould be
the removal of barriers ti humans that could breathe life into the organization. These methods
would be helpful in achieving the repositioning.
Conclusion
Thus, the case study could be concluded with the by providing the insights and
informations about the strategies that is to be taken by Burberry for repositioning its place in the
global market of fashion. The case study provides infirmation regarding th relevance and
importance of repositioning in the market and why both product and brand repositioning is
necessary for Burberry. The case study aslo provides a positioning map which shows the postion
of Burberry in the global market. It also demonstrates other competitors like Gucci and Primark
in the positioning map.

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References
Alden, D.L. and Nariswari, A., 2017. Brand Positioning Strategies During Global
Expansion: Managerial Perspectives from Emerging Market Firms. In The Customer is
NOT Always Right? Marketing Orientationsin a Dynamic Business World(pp. 527-530).
Springer, Cham.
Blankson, C., Ertekin, S. and Lohse, C., 2017, May. Global Positioning Strategies: A
Comparison of Positioning Strategies Used in German and American Airline Magazine
Advertisements: An Abstract. In Academy of Marketing Science Annual Conference (pp.
473-473). Springer, Cham.
Blankson, C., Iyer, P., Owusu-Frimpong, N., Nwankwo, S. and Hinson, R., 2019.
Positioning strategies of foreign and indigenous firms in an African cultural
milieu. Journal of Business Research.
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R. and Singh, R.,
2016. Social media marketing efforts of luxury brands: Influence on brand equity and
consumer behavior. Journal of business research, 69(12), pp.5833-5841.
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R. and Singh, R.,
2015, June. LUXURY BRANDS SOCIAL MEDIA MARKETING EFFORTS:
INFLUENCE ON BRAND EQUITY AND CONSUMERS’BEHAVIOR. In 2015 Global
Fashion Management Conference at Florence (pp. 68-68).
Miller, K.W. and Mills, M.K., 2017. Probing Brand Luxury: A Multiple Lens Approach.
In Advances in Luxury Brand Management (pp. 157-177). Palgrave Macmillan, Cham.

8BURBERRY MARKETING ANALYSIS
Mulvey, M., 2017. Planning Pre-Launch Positioning: Segmentation Via Willingness-to-
Pay and Means-End Brand Differentiators.
Som, A. and Blanckaert, C., 2015. The road to luxury: The evolution, markets, and
strategies of luxury brand management. John Wiley & Sons.