Burberry's Marketing Issues: Positioning and Repositioning Strategies

This report provides a comprehensive analysis of Burberry's marketing strategies, focusing on brand positioning and repositioning within the luxury market. It begins by defining marketing and its importance, then delves into the concepts of positioning and repositioning, highlighting their relevance and significance for Burberry. The report examines how Burberry utilizes digital technologies, such as mobile applications with Augmented Reality, to enhance customer experience and brand image. It also explores Burberry's repositioning efforts, particularly its move into the leather goods market to attract a wider audience, including younger consumers. A positioning map is used to compare Burberry's offerings with competitors like Primark and Gucci. The report further outlines two methods Burberry can employ for repositioning, such as enhancing product quality and offering incentives. The conclusion emphasizes the critical role of marketing, positioning, and repositioning in driving organizational success by attracting customers and increasing revenue.

Individual Presentation 1
And
Report 2

Table of Contents
Project 1...........................................................................................................................................3
Covered in PPT.......................................................................................................................3
Project 2...........................................................................................................................................3
Introduction......................................................................................................................................3
1. Relevance and significance of positioning as well as repositioning..................................3
2. Positioning map of Burberry with reference to Primark & Gucci......................................5
3. Two methods that Burberry can use for repositioning.......................................................6
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

Project 1
Covered in PPT
Project 2
Introduction
The tactics as well as actions which are being utilised by organisation for gaining
attention of huge number of individuals within a market and development of strong relationship
with them is referred to as marketing (Akbar, and et. al., 2017). With reference to this, it is often
identified that wide number of marketing issues are being witnessed by firms on peculiar course
of time which need quick attention from management so that they can be handled in an effective
way. The prominent way for doing this is to determine the marketing issues by identification of
target market as well as audiences for peculiar firm. To understand this concept Burberry is taken
into consideration which is one of the leading fashion brands. This report comprises of marketing
issues acknowledged by firm along with ways to tackle them.
1. Relevance and significance of positioning as well as repositioning.
Positioning: The overall image of organisation within mind sets of individuals in which
they take into consideration services and products furnished by firm within market is defined as
positioning. It is one of the outstanding ways to ascertain ways in which products and services of
firm are unique as compared to offerings from their competitive organisations. Positioning is
considered as a critical aspect within marketing (Cong and Zhou, 2019). With reference to case
study, this has been identified that Burberry has opted to utilise digital technologies for placing
their offerings among their audiences in an appealing and efficacious way. Along with this, it has
been found that some time back Burberry has launched their mobile application which has
enhanced overall experience of their customers. This application works with respect to
Augmented Reality that allows individuals within exporting images which are on their social
media platforms. They can be shared around the world through the assistance of mobile
application of firm.
Importance: Positioning allows Burberry to grab attention of wide range of individuals,
thus enhancing scope for their growth within the market (Edwards, 2019). The significance of
positioning in context of Burberry has been specified beneath:

 By effectively placing offerings rendered by Burberry among customers, the chances for
dully fulfilment of requirements which are made forward by their customers increases by
a relevant margin.
 Positioning aids employees of Burberry to have attention from large audience base this
leads them to contribute within making firm market centred brand.
Repositioning: The procedure in which firm modifies placement of services as well as
products through which they can appeal in an enhanced manner in front of large base of audience
is defined as repositioning (Kasilingam and Thanuja, 2020). In context of case study of Burberry,
it has been found that firm is looking forward to reposition them in luxury market. Firm can do
this by opting for specified effectual pricing strategies that will render assistance while dealing
with their competitors. For this rationale, Burberry is looking to have entry into luxury market by
bringing in new leather products within their product list.
Importance: By carrying out repositioning, Burberry is acquiring access into category of
leather items also. This category will aid firm to gain attention from youngsters that implies that
there existent customer base will be enhanced. It will also enable them to enhance their brand
image within market as they can accomplish wide requirements of their customers (Pappas,
2017). Repositioning has intense relevance for organisation and with reference to Burberry this is
specified below:
 Repositioning aids organisation like Burberry to target a particular group of market by
which firm can enhance their overall revenue.
 It assists organisation within accomplishment of demands as well as needs of market in
an impelling way. For this, Burberry has opted to launch their leather products in the
market place.
 This provides assistance to organisation to expand themselves in new segment in their
own zone like fashion industry. By furnishing new products they can new as well as can
retain their existing customers.
Impact over performance of business post their success
The success of business, by moves like positioning as well as repositioning assist
organisation within enhancement of their customer base. In context of Burberry, it has been
identified that entity is implementing positioning within market by making use of their mobile
application (Roy, 2020). Furthermore, by making use of repositioning that is executed by firm by

entering into the leather market. This will enable them to captivate huge amount of people of
different ages towards their offerings. It enable fashion house to amplify their revenues as well as
profits by a relevant proposition.
2. Positioning map of Burberry with reference to Primark & Gucci
Positioning map: The pictorial representation of insights which are being held by
customers with respect to products and services furnished by an organisation is referred to as
positioning map. The perceptions are developed on basis of price, quality and benefits offered by
firm in context to their competitors in market place (Woods, 2020). With reference to this,
Burberry is furnishing their products by making use of digital technology that is mobile
application.
The positioning map of Burberry with respect to Primark and Gucci is presented above
which illustrates that products which are being offered by Burberry provides high performance
by price for the same is also high (Akbar, and et. al., 2017). On the other hand, performance of
Primark and cost are also low. This is the perception of their customers and not the ranking or
actual positioning of the organisations.
Illustration 1: Positioning map of Gucci and Primark

3. Two methods that Burberry can use for repositioning
The intention behind reposition is that firm do not want to confine themselves into a
peculiar segment as it closes the probabilities for growth. Management of Burberry is
repositioning them in same segment i.e. luxury market. For doing this, they are bringing in
leather products within the marketplace by leveraging celebrity faces (Cong and Zhou, 2019). It
will assist firm to gain attention of ample of people as well as appeal to them in an amplified
manner. This fashion brand does have various options where they can efficaciously implement
repositioning of their brand. Some of these alternatives or optional methods are mentioned
below:
 The quality of offering which is rendered by particular fashion brand will amplified in
significant manner by focussing on compliance within industrial quality standard along
with QC techniques. This will amplify value of goods provided by them in front of their
probable customers (Edwards, 2019).
 On the other hand, fashion brand also have option for giving incentives or some kinds of
discounts to their customers so that they can grab their attention towards products
furnished by Burberry.
Conclusion
From above, it can be concluded that, marketing is essential aspect for each organisation
that are carrying out their operations as a part of economy. Apart from this, it has been found that
positioning as well as repositioning are two effectual ways or methods through which marketing
can be conducted by organisation. These strategies provides firm with relevant opportunities
through which they can appeal to their audiences in a better way and thereby inflate their revenue
and profits.

References
Books and Journals
Akbar, F., and et. al., 2017. Niche marketing strategy framework for SMEs: A conceptual
framework.
Cong, J. and Zhou, W., 2019. Inflexible Repositioning: Commitment in Competition and
Uncertainty. Management Science.
Edwards, R.A., 2019. How Organizations and Their Brands Leverage Marketing Partnerships to
Enhance Their Success: The Guidelines to Navigating Both Reaffirming and
Repositioning Strategic Partnerships.
Kasilingam, R. and Thanuja, V., 2020. RECENT TRENDS IN DIGITAL MARKETING. Studies
in Indian Place Names, 40(3), pp.4215-4224.
Pappas, N., 2017. Effect of marketing activities, benefits, risks, confusion due to over-choice,
price, quality and consumer trust on online tourism purchasing. Journal of Marketing
Communications. 23(2). pp.195-218.
Roy, A., 2020. Studying positioning and repositioning of brands using multidimensional
scaling. Journal of Education for Business, 95(1), pp.53-58.
Woods, P., 2020. Brand Positioning. In The Brand Strategy Canvas (pp. 67-86). Apress,
Berkeley, CA.