Marketing Plan: Positioning and Re-Positioning for Burberry

This report provides a comprehensive analysis of Burberry's marketing plan, focusing on the critical aspects of positioning and re-positioning. It explores the significance of these strategies in shaping customer perception and enhancing brand performance. The report begins with an introduction to th...Read More

MARKETING PLAN

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK...............................................................................................................................................3
1. Importance Of Positioning & Re-Positioning And Implications For The Performance Of
The Burberry................................................................................................................................3
2. Positioning Map.......................................................................................................................4
3. Two Re-Positioning Methods Use By Company.....................................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Marketing plan is a document prepare by marketing department. It describes the
marketing activities through which marketing objectives can be achieve. It provides a strong base
for the implementation of marketing strategies (Dib, 2018). Burberry is a luxury fashion house
which was established in year 1856 by Thomas Burberry. Its headquarter is in London, UK. Its
produces and distributes Trench Coats, Fashion Accessories, Sunglasses, Cosmetics and
Fragrances. It operates its operations at worldwide level. Report will highlight the importance of
positioning and re-positioning and implications of the business performance. Report will
describe positioning map. Report will also tell about the two methods by which company can re-
position itself in the market.
TASK
1. Importance Of Positioning & Re-Positioning And Implications For The Performance Of The
Burberry
Positioning and Re-positioning is an important part of Burberry's Marketing Plan.
Positioning helps business to understand the brand from the perspective of customers. It helps
the company to understand that which benefits are important for the customers and why, It is
important for the Burberry because an effective positioning and strategies can impact the taste,
demand and preference of the customers forever and make a strong brand image in the
customer's mind. It helps company to measure the competitive position in the market. It conveys
a message to the customers that why should they give preference to the Burberry over another
brand. Re-positioning is important because it helps in shift in market perception in that way
which can benefit the company. It helps consumers to remind about the brand. Burberry changes

its brand value and brand status on time to time in market so these changes need to be keep up
with the customers. For the company do re-positioning. Also, Burberry does improve in its
products for the better service. Company do re-positioning for these improvements to create new
brand image in the mind of customers. To make change in fashion trends, marketers do re-
positioning of the brand.
If implication of positioning and re-positioning become successful which means company
is able to create different brand image in the customer's minds. This will lead to increase in their
demand for the products. Company will earn profits and revenue. Company's goodwill and
market share will increase. This will lead company to gain competitive advantage over its
competitors. Shareholders will invest in the company's shares which increase the company's
capital by which company will use more technologies which help company to produce better
quality products and attract more customers.
2. Positioning Map
Positioning Map is also known as Perceptual Mapping. It is a diagrammatic technique
which help company to assess the perception of the customers (Positioning in marketing, 2019).
Burberry's positioning map is based on 2 dimensions – Price and Fashion-ability.
High Fashion-ability
Least Expensive Most Expensive
Low Fashion-ability

Customers perceive Burberry as a high fashion-ability and high price(Weston, 2016).
Customers perceive Gucci as a high fashion-ability and high price and Primark as High Fashion-
ability and reasonable price.
Burberry wants to grow more with increase in the sales and capture the younger buyers
market. For that company will do re-positioning process by doing following steps -
1. Finding the problems – Burberry needs to find the problem so that products can produce
accordingly. The problem that Burberry faces is low selling in domestic market due to
low marketing activities and dislike by domestic buyers of the current fashion trend
follows by company.
2. Identify the customers – After finding the problem, Burberry needs to identify the
customer base. Burberry wants to capture younger buyers market so that they can attract
them towards the fashion changes and trends easily.
3. Create link between target market and problem – Younger buyers want to try new
fashion trends which Burberry is not able to understand. That is the reason, domestic
sales of Burberry goes down. Thus, Burberry should focus on the creative designs of
products.
4. Solve the Problems – As above mention that Burberry should focus on the creative
designs of products and marketing of the products. So that current trends can change and
target market can attract and perceive the brand value in the same way, Burberry wants.
This will boost the domestic sales and profits of company. This will help company to
enhance its competitive position in the mind of customers (Kratchman and Kim, 2017).
3. Two Re-Positioning Methods Use By Company
Burberry can use 2 following Re-positioning methods -
1. Positioning with Advertising – Advertising is mainly used for brand building, creating
brand awareness and telling about the products and its features to the customers.
Advertising plays a vital role in creation of brand awareness and re-positioning of the
products. Advertising helps in creating regular brand awareness and recall through
advertising aids. It will also help the company to gain new customers and build the brand
image with values. It also creates the needs of existing customers by promoting the
products in innovative advertising.

2. Brand Rejuvenation – It refers to the term in which Burberry can add new values and
attributes in existing products to make it more attractive. It is used by company in order
to gain the customer's attention and attract them towards existing brand. It helps company
to gain more customers. It helps Burberry to compete with its competitors in fashion
trends. It also updates the existing customers' life style which make them loyal towards
brand because customers love attraction and stylish change in fashion trends (Burmann
and et.al., 2017).
CONCLUSION
From the above study, it has been summarized that marketing plan plays a vital role in
company's success. Marketing plan guides the marketing department of the company in favour of
company's objectives. Positioning and Re-positioning creates base for the Marketing plan.
Customers' perceptions impact the positioning and re-positioning, not business strategies. If
company is able to do effective positioning of brand in the mind of customers, It will be easy for
the company to repositioning the brand. Company must find target customers, understand their
needs and wants, try to reach them and gain their attention towards products and services in
order to make effectively positioning and re-positioning.

REFERENCES
Books And Journals
Burmann, C., and et.al., 2017. Strategic Brand Management. In Identity-Based Brand
Management. (pp. 91-172). Springer Gabler, Wiesbaden.
Dib, A., 2018. The 1-page marketing plan. Page Two Books.
Kratchman, S. and Kim, S., 2017. Positioning. Microsurgery in Endodontics. pp.221-226.
Weston, S., 2016. Branding Burberry: Britishness, heritage, labour and consumption (Doctoral
dissertation, Goldsmiths, University of London).
Online
Positioning in marketing. 2019. [ONLINE]. Available Through:
<https://www.marketingteacher.com/positioning/>