Individual Case Study Analysis: Burberry's Repositioning Efforts

This case study analyzes Burberry's brand repositioning strategies, focusing on the relevance and importance of positioning and repositioning for marketers and its implications on business performance. The analysis includes a positioning map to illustrate changes in brand perception and discusses methods Burberry might employ for repositioning, such as eliminating barriers and product repositioning. The study examines Burberry's competitors, like Gucci and Primark, and highlights the importance of promotional support for successful repositioning. The study emphasizes the need for customer service improvements and the importance of understanding market reports and community journeys to build effective brand strategies. The case study references online sources about positioning a fashion brand and repositioning strategies.

INDIVIDUAL CASE STUDY
ANALYSIS

TABLE OF CONTENTS
CASE STUDY.................................................................................................................................1
1. Explaining relevance and importance of positioning and repositioning for marketers along
with implications of business performance to attain success .....................................................1
2. Demonstrating by means of positioning map and positioning of brand alters as result of this
process ........................................................................................................................................2
3. Providing methods which Burberry might imply for attaining repositioning.........................3
REFERENCES................................................................................................................................5

CASE STUDY
1. Explaining relevance and importance of positioning and repositioning for marketers along
with implications of business performance to attain success
Positioning is replicated as place where brand grabs customers mind and how it is
distinctive through competitor's product. On basis of strategic planning, product positioning is
very important tool as it creates image of product of Burberry in consumer's brand. There is
involvement to determine points of parity and differentiation which enables product of company
to attain market standards during offering additional value to customers with its key dimensions
like innovation, quality, functionality, price and leadership among others. The marketers must
appropriately monitor on competition during consideration of elements of positioning of their
strategy of marketing. The effective positioning should convey message to customers about
reason to prefer product of competitors.
Furthermore, with reference to repositioning, is all about altering overall positioning or
target market for the products of Burberry. In some cases, this might coexist with context to
improvement or existing product without any change would have new image or constructed
target market. The organization has attained potential benefits such as strong competitive
position or improve perceived brand position related to competition. Henceforth, successful
reposition of product would create ongoing market advantage.
It has been implied about main objective of reposition would produce more sales via
relevant offering which is effectively communicated and different target market. This is
undertaken for products which are not performing as per expectations. This leads to issue about
initial target market not defined on proper aspect or requirements of target market and evolution.
In order to this, repositioning would allow organization to warrant on effective basis to
communicate key advantages along with current benefit of product.
Thus, strategy of Burberry is to move brand more upscale echoes by following other
brands like Mulbery, Givenchy and LVMH's Celine to attain success by repositioning itself with
current market trends. Both of these help for re-energising product and helps to connect more
with contemporary needs of consumer. Henceforth, repositioning products is in need of
significant promotional support to attain success as it is similar that well known products or
brand would attain reasonable amount of attention from media and helps to reinforce or
communicate repositioning goals of product.
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2. Demonstrating by means of positioning map and positioning of brand alters as result of this
process
Positioning map are referred as diagram which are drawn for illustrating the perception of
customer on basis of business offering on basis of quality, price and other product benefits and
comparison of perception against the competitors (Positioning map, 2019). According to Mintel
fashion accessories report luxury brands have attained strong results in year 2016 and quarter 1
of year 2017 with boost of raise in UK tourism because to sterling with EU referendum. The
revenue of Burberry shows 37% of total group revenue with sales rose by 10% of products were
handbags and small leather goods. In this context, bags category has high potential of growth in
next 5 years and now it has become central focus. In this context, this would reposition itself
from luxury sector by extending price and scaling back sales for lower end retailers and
wholesalers such as Gucci and Primark.
However, there are various luxury designers like Prada, Michael Kors, Louis Vuitton has
decreased number of new hand bag designs so in this aspect, Gucci has increase in sales driven
through renewed appeal of brand. This organisation has reworked on offering of product with
older styles of every category replaced through new aesthetic but it has moved far through
discounting and promotional offers in stores from quarter 4 in year 2016. After repositioning,
Burberry brand Gucci and Primark would be its rival as both are with high quality, high price
and as per customer demand as well.
High quality
Burberry
Gucci and
Primark
Low price High price
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Low quality
3. Providing methods which Burberry might imply for attaining repositioning
Brand is replicated as term which is mostly considered granted and this up brings mind
images of highway logos, tag lines and billboards. The strategy for reinvigorate for Burberry is
to lay emphasis on alterations in variety of things are stated below:
Eliminating barriers: In this aspect, telecommuting is very popular as automated software
is a booming market. In simple words, it could be done through advertising which is very
effective in the present scenario. Big data is offering companies multiple incredible insights
within market. All of these aspects are replacing individuals with specific serial number, a screen
name or specific segment (3 Powerful Strategies for Repositioning Your Brand in 2017, 2018).
Generally, customers crave for human contact as virtually each aspect is automated.
Simultaneously, when brand reaches via digital and connects on human level then customers feel
that product or solution is speaking. The most important context is brand is becoming a living
element which helps in evolving the customer. Thus, in nutshell it has been specified that
Burberry must reposition is level of customer service at every outlet this would increase sale and
unique positioning as well.
Product reposition: It has been articulated that UK has attained high growth in terms of
bags and Leather products. The point is, it must observe marketing reports and read the journey
of communities which gives benefit to product or service, These suggestions might help in
building any idea as this strategy is named as perspirations on basis of inspiration. There is
presence of tough competition in this fashion sector. This is replicated as massive challenge for
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starting brand and generating at least first three collections. The brand strategy must clearly state
its central idea, a defined explanation about what is unique, visual and descriptive attributes
which helps in conveying personality. If this strategy is developed in Burberry, then it would
reposition itself in successive manner which results increment in sales (How to position a fashion
brand, 2017).
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REFERENCES
Online
How to position a fashion brand. 2017. [Online]. Available through
<https://graincreative.com/position-fashion-brand/>.
3 Powerful Strategies for Repositioning Your Brand in 2017. 2018. [Online]. Available through
<http://customerthink.com/3-powerful-strategies-for-repositioning-your-brand-in-2017/>.
Positioning map. 2019. [Online]. Available through
<https://www.learnmarketing.net/perceptualmaps.htm>.
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