Project on Burberry: Positioning, Repositioning, and Market Analysis

This project analyzes Burberry's marketing strategies, focusing on positioning and repositioning within the luxury fashion market. The report defines marketing and its role in connecting with customers, emphasizing the importance of brand positioning to create a favorable image. The project examines Burberry's efforts to position itself in the high-end market using digital technology and assesses the relevance of positioning and repositioning, including their impact on brand image, market reach, and revenue. It discusses repositioning strategies, such as adjusting pricing and incorporating new product segments, and introduces the concept of a positioning map to understand consumer perception. The project also outlines methods to achieve successful repositioning, like enhancing product quality and implementing promotional schemes, ultimately aiming to enhance brand value and appeal to a broader customer base. References to books and journals are also provided.

PROJECT

Table of Contents
INTRODUCTION...........................................................................................................................3
1. Relevancy of positioning and repositioning.......................................................................3
2. Positioning map..................................................................................................................4
3. Methods that can assist companies in attaining repositioning............................................5
CONCLUSION................................................................................................................................5
REFRENCES...................................................................................................................................7

INTRODUCTION
Marketing is usually defined as the procedure of gaining the attention of a large base of
customers by developing connection with them (FERNIE and PERRY, 2018). This helps in
communicating the vision, mission, goals and objectives of entity to people in order to gain
facilitation and support from them. This results in acceleration of revenues as well as profits and
thereby enhancement of market positioning of corporation. The below mentioned report is based
upon the case study of Burberry which intends to place its products in high end market. This is a
large scale fashion entity engaged in fulfilment of needs and wants of people. The assignment is
inclusive of significance in relation to position and reposition offerings along with position map.
Also, it includes ways used by entities to reposition the products.
1. Relevancy of positioning and repositioning
Positioning can be defined as the point whereby a brand intends to place its offerings in
the mindsets of people (Massara, Scarpi, and Porcheddu, 2019). This provides holistic
knowledge to entity associated with ways in which the commodities of respective company is
distinct from competing entities. Through the adequate and relevant utilisation of marketing mix,
an organisation intends to generate a favourable image of brand among consumers. In this
regard, the aim of Burberry is to create a high value of its offerings and intends to place in upper
end of market. For this, digital technology is being used by entity. This assists the users to export
pictures they upload to social media in premises of Burberry and easily share them widespread.
Importance: The relevance as well as significance of positioning is briefly given as
follows:-
 It provides aid to establishment's artist as well as manpower to become market-centred
and thus plan plan of action in agreement with preferences of consumers.
 By conducting proper positioning of offerings, corporation strives to fulfil expectations
of customers and atta8ing high contentment from them.
Repositioning can be viewed as a procedure whereby an entity executes certain changes
in relation to the manner in which it used to position its products in past times (Filieri, 2019).
This is generally seen to be carried out when an entity identifies the use of poor channels of
distribution or non-significant advertisement tactics or wrong product positioning in earlier time.
To conduct repositioning adequately, a corporation brings about alterations in the elements of

marketing mix like promotion, price, place and products. In context of case study, it can be seen
that Burberry desires to reposition itself within luxury industry pertaining to fashion segment.
Repositioning is being executed by taking into use pricing strategies in accordance with those of
rivals (Derval, 2018). The entity is further adding a new segment of luxury articles and
accessories to appeal to the population of respective country.
Importance: The relevance as well as significance of repositioning for companies such as
Burberry is presented below:-
 It helps corporations like Burberry to build a positive brand name as well as attain a good
market positioning. It gives opportunities to companies such as Burberry to accelerate its present figures of
revenues as well as profits so as to relevantly appeal to their target market.
Effects of success of business move over organisational performance
Post the successful execution of business move, the respective corporation can enhance
its reach within the confines of market place. Positioning provides aid to corporation to attract a
large number of persons at one point of time by making use of digital technology. Repositioning
provides assistance to Burberry in effectively launching its new range of leather goods and
accessories within the luxury sector. Through this, entity can appeal to young and high end
customers.
2. Positioning map
Positioning map is a type of diagrammatic technique taken into use by companies with a
view to gain knowledge of the actual position of the offerings of entity as perceived by the
customers (BORSBOOM, CASE, and LAWSON, 2018). It is usually seen that when people
compare the products of one corporation from another, they take into due consideration aspects
such as quality, pricing, benefit etc. In association with the case study, it can be said that
Burberry relies upon the usage of digital technology in order to effectively position its offerings
in market place. The respective enterprise faces threat from some major rival firms present in
market, such as Mulberry, PRIMARK, GUCCI and Monsoon Acessories.

3. Methods that can assist companies in attaining repositioning
Repositioning is an effective marketing strategy that is taken into use by organisation
with a view to enhance its reach and inflates its revenue within market place. In relation to the
case study, it can be seen that Burberry is carrying out repositioning of its offerings in high end
market with a view to inflate value of its goods in the eyes of customers. The respective
organisation will reposition itself in luxury market by stretching the pricing architecture as well
as scaling back revenues to lower end retailer along with wholesaler. Further, the corporation
would also incorporate a new segment of luxury items within its portfolio to gain the attention of
high end customers as well as appeal to people belonging to young generation. The methods
which can be used by companies such as Burberry to reposition are:-
 By enhancing the quality of offerings in order to inflate the value of commodities in the
perception of customers (Massara, Porcheddu and Melara, 2019).
 By utilising several daily/ weekly/ fortnightly/ monthly or annul schemes and offers to
accelerate its reach and build a large base of loyal customers.
CONCLUSION
In accordance with the discussion furnished above, it has been identified that marketing is
a strategic course of action that is undertaken by an entity to influence the customers to make a
Illustration 1: Positioning map of Burberry

purchase for the offerings of corporation. In this regards, two of the most crucial aspects of
marketing are acknowledged to be positioning along with repositioning. These are executed by
businesses in order to appeal to appropriately target the right audience and thereby, gain an edge
over rival companies present in market place.

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)).
Massara, F., Porcheddu, D. and Melara, R. D., 2018. Luxury brands pursuing lifestyle
positioning: effects on willingness to pay. Journal of Brand Management. pp.1-13.
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.