Report on Burberry's Positioning, Repositioning, and Market Strategies

This report analyzes Burberry's marketing strategies, focusing on positioning and repositioning within the fashion industry. It explores the importance of these concepts for marketers and their implications for business performance, particularly in the context of the luxury market. The report examines Burberry's use of digital technology for product positioning, including a new mobile application, and discusses the company's repositioning efforts to target a younger, affluent customer base with luxury leather goods. A positioning map is presented, illustrating the brand's perception relative to competitors like Gucci and Primark. The report further identifies and evaluates methods Burberry could employ to achieve effective repositioning, such as enhancing product quality and implementing promotional schemes. The conclusion emphasizes the significance of strategic planning for achieving marketing objectives and competitive success. The report leverages academic sources to support its findings and insights.

Individual Project

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
1 Importance of positioning and repositioning for marketers and identify implications for the
performance of business if such a move is successful...............................................................3
2 Demonstrate by means of a positioning map, how positioning of the brand will change as
result of this process. In presenting map, also identify where on map following brands would
be located: Gucci and Primark....................................................................................................4
3 Two methods Burberry might use to achieve repositioning....................................................5
CONCLUSION................................................................................................................................6
REFRENCES ..................................................................................................................................7

INTRODUCTION
Marketing refers to process of a business which help in satisfying and creating
relationship with customers. An organization face many problems and issues while conducting
marketing procedure some of them are identifying appropriate customers and market (Jowitt and
Lury, 2012). Organization taken in this report is Burberry which is a establish in 1856 by
Thomas Burberry. They are dealing in fashion industry and serve their products at worldwide
range. Topics mentioned in this assignment are marketing problems face by respective company
related to positioning and repositioning their products.
MAIN BODY
1 Importance of positioning and repositioning for marketers and identify implications for the
performance of business if such a move is successful
Positioning:- It refers to the image which a company made in the mind of customers and
explain how their products are different form products of competitors. It is consider as most
essential and powerful concept of marketing. In context of Burberry for positioning their product
in appropriate manner they use digital technology to selling their products. They introduce new
mobile application to enhance experience of application. It will allow customers to overlie digital
figure or picture by a artist of Burberry on their image with help of camera lens of Apple mobile.
Importance- Position products in digital formate help Burberry in attracting more and more
customer. Some other importance which respective company feel are describe below:
 It help respective company artist and staff to become market oriented, then plan strategies
and plan according to need and demand of customers.
 By effective positioning of products company able to meet expectation of customers and
satisfy them appropriately.
Repositioning:- It refers to the process when a company conduct major changes in
positioning of brand and products (Rettie, Burchell and Riley, 2012). An organization adopt
repositioning of product when they face decline in performance or major shift occur in
environment or marketplace. This will occur due to wrong brand positioning, selection of poor
distribution channel or adopting poor strategies for promotion. In respect of Burberry they plan
to reposition themselves in luxury sector. This is done by them by focusing on pricing strategies

according to trends and competitors. They also launching new range of luxury leather goods and
accessories to attract customers.
Importance- Repositioning of of products in luxury market and introducing new range of
product help Burberry in attracting young customer. Some other major importance are:
 It help respective company to develop strong competitive positions in marketplace.
 It also help Burberry in improving their sales and targeting appropriate audiences for
their new products.
Identify implications for the performance of business if such a move is successful:-
If such moves repositioning and positioning of Burberry be succeed in their target market
they able to attract more and more young customers in appropriate manner (Marina, 2014). By
the help of positioning they able to attract customer who are more attracted to digital technology.
It is so because they through new application customer able to connect with Burberry artist and
ask suggestion from them. When respective company do repositioning of product and launch
new range of leather products and move themselves in luxury sector. By this they able to attract
young and rich customers.
2 Demonstrate by means of a positioning map, how positioning of the brand will change as
result of this process. In presenting map, also identify where on map following brands
would be located: Gucci and Primark
Positioning map- it refers to diagram which illustrate perception of customers regarding
to products and services offer by an organization (Saini and Mukul, 2012). Which is based on
price, quality or products benefits and perception which a company want to establish against
their competitors. Respective company use digital technology for conducting positioning of their
products. Burberry done brand positioning according to perception of their customers. Some of
major competitors of Burberry are Mulberry, Gucci, Primark, Monsoon Accessorize and many
others. Positioning map which is develop by respective company is given below-

3 Two methods Burberry might use to achieve repositioning
According to case study Burberry want to reposition their products into luxury sector for
which which they are fixing price of product according to market trends. It also aback the lower
end retailer and wholesalers for developing pricing strategies. The respective company is using
various methods and strategies for positioning and repositioning of products. Such as they are
using Kris Wu as their celebrity face, they develop products according to demand like when sales
of bag increase they introduce new range of bridle and buckle bags. After evaluation they
identify that bags rang are resulted in high growth potential in very few years. Then new CEO of
Burberry decide to reposition themselves in luxury sector. They also want to create new range of
luxury leather goods and accessories to attract customers (Shakhshir, 2014). Other two method
which respective company can use to achieve effective repositioning are:-
 First method which they can use by Burberry for repositioning and extending their
business in luxury market. They can enhance quality of product so it seem worth full for
the customers. That seems they are paying more money for valuable product and
services.
 Respective company can use weekly scheme method to attract customers such as they
can launch Friday scheme. In which Burberry offer new scheme or discount or any other
attractive offer on every Friday. This scheme will be applicable to their all products of
their stores.
Illustration 1: Positioning map of Gucci and Primark

CONCLUSION
From above covered topic it can be contribute that identifying appropriate planning
strategies help an organization in achieving their goal and objective in appropriate manner. To be
successful in a marketplace a company do positioning and repositioning. An organization
develop positioning map to compare it self with competitors. Their are also various method
company use to do positioning and repositioning.

REFRENCES
Books and journals
Jowitt, H. and Lury, G., 2012. Is it time to reposition positioning?. Journal of Brand
Management. 20(2). pp.96-103.
Marina, K., 2014. Capturing meaning through Brand value and Green
marketing. Управленческие науки, (1 (10)).
Rettie, R., Burchell, K. and Riley, D., 2012. Normalising green behaviours: A new approach to
sustainability marketing. Journal of Marketing Management. 28(3-4). pp.420-444.
Saini, G.K. and Mukul, K., 2012. What do social marketing programmes reveal about social
marketing? Evidence from South Asia. International Journal of Nonprofit and
Voluntary Sector Marketing. 17(4). pp.303-324.
Shakhshir, G., 2014. Positioning strategies development. The Annals Of The University Of
Oradea. 977. pp.416-437.