Marketing Report: Burberry's Positioning and Repositioning Strategies

This report examines Burberry's brand positioning and repositioning strategies within the luxury fashion market. It begins with an introduction to the challenges faced by luxury brands and provides an overview of Burberry's operations. Task 1 explores the significance of positioning and repositioning in marketing, their impact on business performance, and the importance of understanding customer needs. It also covers the use of positioning maps to compare Burberry with competitors like Gucci and Primark. The report further analyzes methods for achieving successful repositioning, including marketing changes and addressing target market problems. The conclusion emphasizes the dynamic nature of the fashion industry, the benefits of effective positioning strategies, and the role of positioning maps in achieving business goals. The report includes references to academic journals and books supporting the analysis.

mportant Project
INDIVIDUAL
PROJECT

Table of Contents
mportant Project.......................................................................................................1
INTRODUCTION...........................................................................................................................1
TASK 1 ...........................................................................................................................................1
C1. Positioning and repositioning for marketing and implications for performance of the
business...................................................................................................................................1
C2. Means of positioning map and the positioning of the brand............................................2
C3. Methods used to achieve repositioning. ..........................................................................2
CONCLUSION- .............................................................................................................................3
REFERENCES................................................................................................................................4

INTRODUCTION
The luxury brands in United Kingdom have seen adverse changes in the past few years.
This is because of the increase in the tourism sector. Many of the companies were able to
increase their sale and profitability and the customers were satisfied. Burberry is one of the
biggest luxury fashion company(Ashworth and Kavaratzis,2009). The company operates in
fashion accessories, sunglasses, trench coats, etc. The company has seen continuous growth in
the sales from past few years. The report project will consist of the importance of positioning,
positioning map, methods for achieving repositioning in the market, etc.
TASK 1
C1. Positioning and repositioning for marketing and implications for performance of the
business.
Positioning is the standard of the product in the mind of customers. This means knowing
where the product stands in the market according to their customers. If the positioning of the
product is done properly than the product will be able to attract more and more customers.
Whereas on the other hand repositioning is making some changes in the current positioning of
the product. This can be done by Burberry after the analysis of the target market. Positioning and
repositioning is one of the most important marketing plan for Burberry. As by using this
company will be able to understand the needs and demands of the customers. This is because in
the fashion industry the taste and preferences of the customers keeps on changing. So Burberry
can easily plan the future of action after analysing various things in the market. Repositioning
will help Burberry in retaining its customers. And proper positioning and repositioning will help
the company in improving the performance. As there will be increase in the growth and
profitability of Burberry. The employees of the organisation will also be able to perform better
because the work will be done in adequate and desirable manner(Fuchs and Diamantopoulos,
2010). Positioning and repositioning will also help Burberry in competing with its competitors in
a better manner as the target market will be easily captured. And the market share of Burberry
will be increased because the company can attract more and more customers. Burberry will also
be able to handle any changes in the market and working conditions because the expectations of
the customers will be easily fulfilled. All this will directly lead to increase in the image and
performance of the company. And Burberry can do innovation in the existing product or new
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product can be launched easily be using the positioning and repositioning plan. The needs and
wants of the customers of Burberry can be attained in the effective and efficient manner.
C2. Means of positioning map and the positioning of the brand
Positioning map is the diagrammatic presentation of the products and services of
Burberry. By using this method Burberry will be able to compare its products with the products
of its competitors. As a result the company can easily decide the future course of action to
achieve the competitive position in the market. This will also help Burberry in making its
product different from its competitors. The company is continuously growing its business by
offering what the customers want. The competitors of Burberry includes Gucci and Primark.
The company is performing better as compared to its competitors as it is seen that the sale of the
company is rapidly increasing(Hofmann-Wellenhof, Lichtenegger and Collins,2012). The
products of Burberry are of good quality due to this the handbags and other small leather goods
were able to increase the sale of the company. The adequate and proper brand positioning of the
company helped in making better plans to compete in the market for longer period of time. To
increase the competition level Burberry also introduced its products in the online market whereas
the Primark and Gucci was not able to do so because of the change in demand of the customers
and it also the risk involved was very high. So the positioning map of Burberry with Primark and
Gucci are not up to the mark.
C3. Methods used to achieve repositioning.
The two methods of repositioning which can be used by Burberry to achieve a successful
position in the market are discussed below-
Marketing changes- If Burberry wants to achieve a good position in the market than the company
needs to introduce some changes in the working structure of the company. These changes will
help the company in attracting more and more customers. The plans and strategy for the future
course of action can be made easily. This strategy of repositioning is generally used to retain its
customers and also to attract new customers(Moon and Kamakura,2017). If this strategy is
successfully implemented than the market share and profitability of Burberry will be increased.
So the company must know how to implement this strategy in the best possible manner to get the
maximum benefit of repositioning.
Another strategy which can be used by Burberry is the company must have clear vision about the
different ways to solve the problems of the target market. If the Burberry is successful in
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identifying the problem of the target market than the exact plans to cope up with the problems
can be made by the company. Both of these strategies will help Burberry in proper functioning
and coordination of various activities. This is because the use of these strategy will facilitate the
repositioning of the product in the appropriate manner(Mullins and et. al., 2013). The strategies
will directly help in achieving the long term and short term goals of Burberry.
CONCLUSION-
From the above report it has been concluded that rapid changes takes place in the fashion
industry. And these changes depends upon the need and interest of the customers. If the proper
positioning and repositioning strategies are used by the company than the profit of the
organisation can be increased easily. The competitive position of the organisation can be known
with the help of positioning map. And by using all this the company will be able to achieve the
goals and objectives in the appropriate manner.
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REFERENCES
Books and Journals
Ashworth, G. and Kavaratzis, M., 2009. Beyond the logo: Brand management for cities. Journal
of Brand Management. 16(8). pp.520-531.
Fuchs, C. and Diamantopoulos, A., 2010. Evaluating the effectiveness of brand-positioning
strategies from a consumer perspective. European Journal of Marketing. 44(11/12).
pp.1763-1786.
Hofmann-Wellenhof, B., Lichtenegger, H. and Collins, J., 2012. Global positioning system:
theory and practice. Springer Science & Business Media.
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.
Mullins, J.W., and et. al., 2013. Marketing management: A strategic decision-making approach.
New York: McGraw-Hill.
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