Individual Project Report: Burberry's Marketing and Positioning

This report provides an in-depth analysis of Burberry's marketing strategies, focusing on the importance of positioning and repositioning for marketers and their implications on enterprise performance. It discusses the significance of positioning maps and how they influence outcomes, examining the competitive pressures Burberry faces and the communication channels it utilizes. The report also details two key methods, customer engagement and digitalization, that Burberry employs for brand repositioning. Furthermore, the report includes an overview of the key findings and the strategies adopted by Burberry to maintain its position in the global market, incorporating references to academic sources and case studies to support its conclusions.

Individual project

Contents
INTRODUCTION.....................................................................................................................................3
TASK..........................................................................................................................................................3
Discuss about the importance and relevance the positioning or repositioning for marketers. It also
determine the implications for the performance of enterprises................................................................3
Understand the mean of positioning map, how the positioning of brand will change the result process..4
Discuss about the two different methods which brands such as Burberry might use for achieving
repositioning............................................................................................................................................5
CONCLUSION..........................................................................................................................................6
REFERENCES..........................................................................................................................................7

INTRODUCTION
Positioning is a process or method of marketers that can use to identify the
communication between the organization and potential market based on their needs,
communication channel and other type of competitive pressure. This report will discuss about the
importance of repositioning and positioning of marketers and also identify their implications on
the basis of performance. Furthermore, it will describe about the positioning map and how it will
change the outcome of process. At last, it will discuss about the two different methods for
Burberry to achieve the specific goals and objectives.
TASK
Discuss about the importance and relevance the positioning or repositioning for marketers. It also
determine the implications for the performance of enterprises.
An effective positioning of Burberry must be required to clear all understanding about the
need and requirement of consumer. It should be essential for selecting the better communication
channel and other message. Burberry always maintain their position in global market by making
an effective strategies that help for increasing the demand in global marketplace (Koch and
GyrdJones, 2019)
Weigh Competitive Pressures
The marketers always being weigh competitive pressure because they must be considered
the element of positioning in their plan. When an effective positioning will convey the customer
because the Burberry products and services must be preferred over the competitions. This type of
pressure can impact on the performance of business to improve their speed towards the
competition level.
Target the communication channels
The positioning of Burberry product always help for marketers that consider how services
offering from other. Many consumer have to select the services but it will not enough for
organization to communicate with the potential audience. In this way, it has required to select the
better communication channel that help for establish coordination between audience.

Crafter key messages
The most challenges in terms of positioning will convey the value added service and
differentiating the product and services (Ruiz and et.al., 2019). This type of message can be used
for providing the details about the item and offering the competitive for adding more value added
attributes. Burberry have to choose this tactic for making an effective marketing plan because it
directly impact in the decision of consumers. The implication of enterprises to increase the
productivity and profitability in global marketplace.
Understand the mean of positioning map, how the positioning of brand will change the result
process.
Positioning Map is a technique that help for Burberry to use the perceptual mapping to
easily visualise the position of products and services in the marketplace. It should be include one
or more variables that keep it simple to understand in proper manner.
According to case study, it has been represented that 37% overall group of revenue with sale in
dividing by 10% in 2017, their item are performed different role in marketplace due to increase
of demands. In 2017, the price of bag should be increased within 16% for year. In this way, it
can be identified that the reposition of Burberry is expanding through the price and wholesales
(Blankson and et.al., 2019). It has been planned the strategy to move brand from different other
regions. There are other competitors of Burberry in market such as Mulberry, Givenchy and
many more. Burberry doesn’t want to lose their potential younger customer so that they always
maintained their product and services on basis of categories.
The positioning of brand will change the results and outcome because it must be
improved the quality of services. In this way, it always influence to maintain the position in
global marketplace. It has been increased the rate of production as well as sales. For Example-
Primark and Gucci are leading brand in global market that always use the different strategies and
tactics to maintain their positioning in marketplace.

Discuss about the two different methods which brands such as Burberry might use for achieving
repositioning.
Brand repositioning is important criteria for business success that support the overall
performance and efficiency. It should require to implement the different method that can help for
achieving the growth and development.
Customer engagement- It is the important method for repositioning because Burberry
must be involved with the potential consumers through distribution channel. It is a part of
business that have to work for customize the product and also determine that it become fit
according to need of consumers (Blankson and Coffie, 2019). In this way, Burberry should also
implement the pricing strategy to attract more customer towards brand. This type of method will
help for achieving the repositioning in global marketplace.
Digitalization- It is the most efficient concept and method that can implement in the
business process because it will give the incredible insights into the marketplace. It also uses for
replacing all type of serial name and other market segments. Everything can happen in
automated so that customer easily understand about the product and services. It is beneficial for
brand to identify their specific requirements. Burberry is mainly focused on the digital
technology and also investing money. It makes easier for client to buy the product through online
and also check all the details about the product.

CONCLUSION
As per discussion, it concluded that Positioning is a method of marketers that can use to
identify the communication between the organization and potential market based on their needs,
communication channel and other type of competitive pressure. It has been summarised that the
importance of repositioning and positioning of marketers and also identify their implications on
the basis of performance. It also understands the positioning map and how it can change the
outcome of process. It should be applied the two different methods for Burberry to achieve the
specific goals and objectives.

REFERENCES
Book and Journals
Blankson, C. and Coffie, S., 2019. Branding and Positioning in Base of Pyramid Markets in
Africa: Innovative Approaches. Routledge.
Blankson, C. and et.al., 2019. Positioning strategies of foreign and indigenous firms in an
African cultural milieu. Journal of Business Research.
Koch, C.H. and Gyrd-Jones, R.I., 2019. Corporate brand positioning in complex industrial firms:
Introducing a dynamic, process approach to positioning. Industrial Marketing Management.
Ruiz, G.R. and et.al., 2019. Augmented Reality as a Marketing Strategy for the Positioning of a
Brand. In Breaking Down Language and Cultural Barriers Through Contemporary Global
Marketing Strategies (pp. 168-199). IGI Global.