Burberry's Marketing Strategies: Positioning and Repositioning Report

This report provides an in-depth analysis of Burberry's marketing strategies, focusing on the critical concepts of product positioning and repositioning. The report begins by defining the importance of these strategies for marketers, emphasizing their role in enhancing customer satisfaction, gaining competitive advantages, and increasing market share. It then delves into the relevance of positioning and repositioning, explaining how they help companies understand customer needs and differentiate their products in the market. A positioning map is also discussed as a tool for analyzing the market position of Burberry's products relative to competitors. The report further explores two key methods for achieving repositioning: rejuvenation and revitalization, providing insights into how Burberry can adapt to changing market dynamics and maintain its brand image in the luxury fashion sector. The conclusion summarizes the importance of marketing activities in boosting sales and maintaining a strong brand image, highlighting how Burberry can leverage repositioning to attract new customers and improve its market position.

Assessment principle of
marketing

Table of contents
INTRODUCTION
MAIN BODY
TASK 1
1. Relevance and importance of positioning and repositioning for marketers.
2. Positioning map
3. Two methods to achieve repositioning.
CONCLUSION
REFERENCES

INTRODUCTION
Marketing has been defined as one of the most important business activity which helps
company in increasing its sales revenue and productivity. By using best promotional and
advertisement activities, company can improve its marketing function. The present report is
on Burberry which is one of British luxury fashion company. It was founded in 1856 having
focus on outdoor attire development. It will define importance of positioning and
repositioning of products for the company growth.
MAIN BODY
TASK 1
1. Relevance and importance of positioning and repositioning for marketers.
Positioning is related with the process of marketing which every business organisation
uses for making increase in its customer base, sales as well as profit margin. It helps the
company in determining what process or strategies to be adopted for targeting its customers
and satisfying their needs, demands. By using best positioning feature, Burberry can
communicate its products to its customer and can make them satisfied. It helps company in
gaining competitive advantage and market share as well. Following is relevance of
positioning:
1. Helps company in understanding customer needs and delivering right product and
services to them for achieving customer satisfaction and large customer base.
2. It helps in identifying difference between products and services offered by them
and that of its competitors uses (Moon and Kamakura, 2017).
3. Product positioning helps company in creating image about its products in the
consumers mind by highlighting benefits which differentiate it from competitor
products in the marketplace.
4. This process relates to identifying niche and specific market segments so as to
target audience and increase profitability.
Product repositioning is a method which can help Burberry in improving value or brand
image which it has perceived by satisfying and meeting customer needs. It ensures making
same brand position in relative to competitive market. By adopting for product repositioning,
Burberry can achieve following:

1. It can make its brand image and position more stronger and effective in high
competitive market environment so as to make them survive.
2. Helps in generating additional sales by offering better options which can brings
improvement in market share and makes company perform better.
3. With change in customer taste and preferences, buying behaviour and attitude also
gets affected which directly creates impact on the sales margin of the company. Thus,
by using repositioning activity, Burberry can bring more changes in its offerings.
4. Brand and product repositioning helps company in keeping up with customer needs
and demands thus making them satisfied (Wang and Shaver, 2016).
2. Positioning map
Positioning is a marketing process which helps company in differentiating its own
product and services as offered from that of competitors products. It is related with adopting
of unique and different communication techniques by the company for its selling feature as
compared to its competitors in the same marketplace (Todeschini, Patel and Norton, 2017).
With the help of positioning map, Burberry can study and analyse the market position of its
products in respect of its competitors in the context of specific characteristics of the product
on the basis of which differentiation can be done.

3. Two methods to achieve repositioning.
By repositioning, company wants to makes changes in the mind set of its customers
related to its brand image and identity as compared to earlier one. Also, repositioning can be
required because of major changes which has been made in the industry, decrease in market
share and value, increase in cost expenditure. Also when competition increases in the same
market industry and needs of market as well as customer changes, it is required by company
to reposition its brand and product as well (Greve, Laitram, 2019). Burberry can achieve
repositioning in different manner which are as follows:
1. Rejuvenation – It is a process in which company can renew and makes its brand
more younger and attractive. Burberry by making market research can identify
potential as well as current market trends which has changes customer demand
and taste. It will help it in creation, development and production of new products
and services which will help company in satisfying its customer as well as market
needs without making expenses on advertisement. As Burberry is facing decline in
market share and sales margin, rejuvenation will be better option for company. It
will help company in identifying needs which can brings improvement in its
market share, increases profitability and performance level as well.

2. Revitalisation - A method in which company opt for repositioning because of
unabling of company to match its customer’s needs and wants because of obsolete
marketing functions. By using revitalising technique, Burberry can achieve easily
its lost market value, brand image and customer base which will help it in gaining
more competitive advantages in the marketplace (Chironi and et.al., 2017). Also,
it will help company in sharpening of its positive and attractive parts which brand
has developed thereby covering all the negative and weak aspects of its business
products.
By repositioning brand identity of Burberry in form of entering into new market,
finding some new market segments with core focus on newer segments of sections for
product or technology development. This can help Burberry in gaining of same status and
position in the market as well as in the mind of its customer.
CONCLUSION
From the above report it can be concluded that marketing and its related activities
plays important role in increasing sales margin of every business organisation. By using
positioning function Burberry has been able to introduce its product properly in the market.
Also, by repositioning itself in proper manner in the luxury sector of fashion industry it can
regain its business image again. Also, by extending its price structure and focusing on selling
its products to lower end retailers and wholesalers, it can make profit. By creating new luxury
leather goods and accessories it will also help company to attract new customers in the new
market segment.

REFERENCES
Books and Journals
Chironi, S. and et.al., 2017. Study of product repositioning for the Marsala Vergine DOC
wine. International Journal of Entrepreneurship and Small Business. 32(1-2). pp.118-
138.
Greve, C. G., Laitram L L C, 2019. Continuous product-processing apparatus and method
for cleaning with product repositioning. U.S. Patent Application 15/815. 287.
Kumar, M. N. S. and et.al., 2018. Positioning & Product Design Drivers of Indian Start-Up
Insurances Using Fuzzy Dematel and Topsis Approach: The Changing Paradigm of
Advertising & Service Marketing Standards.
Lei, N. and Moon, S. K., 2015. A Decision Support System for market-driven product
positioning and design. Decision Support Systems. 69. pp.82-91.
Moon, S. and Kamakura, W. A., 2017. A picture is worth a thousand words: Translating
product reviews into a product positioning map. International Journal of Research in
Marketing. 34(1). pp.265-285.
Todeschini, E., Patel, M. and Norton, K., Hand Held Products Inc, 2017. Dynamically
created and updated indoor positioning map. U.S. Patent Application 14/926. 442.
Wang, R. D. and Shaver, J. M., 2016. The multifaceted nature of competitive response:
Repositioning and new product launch as joint response to competition. Strategy
Science. 1(3). pp.148-162.
Online
Repositioning strategies. 2019. [Online]. Available through: <
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