Marketing Analysis: Burberry's Positioning and Repositioning

This report provides a comprehensive analysis of Burberry's marketing strategies, with a particular emphasis on brand positioning and repositioning within the luxury fashion market. It explores the importance of positioning and repositioning for marketers, examining the implications on business performance and the role of digital technology. The report includes a positioning map illustrating the brand's position relative to competitors like Gucci and Primark. Furthermore, it identifies and discusses two methods Burberry might utilize for repositioning, such as improving product quality and implementing promotional schemes. The conclusion emphasizes the significance of strategic marketing for achieving organizational objectives. The report also includes references to relevant books and journals.

MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................3
1. Importance of positioning and repositioning for marketers along with implications on
performance if it is successful................................................................................................3
2. Demonstrate by means of positioning map, how positioning of brand will change as result
of this process. Identify where on map following brands are located: Gucci and Primark....5
3. Two methods Burberry might utilise to do repositioning..................................................5
CONCLUSION................................................................................................................................6
REFRENCES...................................................................................................................................7

INTRODUCTION
Marketing refers to the wholesome process wherein a healthy relationship is built with
customers in order to feasibly persuade them to make a purchase of products and services being
delivered by company in marketplace (Jowitt and Lury, 2012). It is often seen that organisations
face a number of marketing issues owing to hyper competition in corporate world. The most
common issue out of these is identification of target market and customers. This report is based
on Burberry which is a luxury fashion house found by Thomas Burberry in the year 1856. This
report comprises of marketing issues faced by company associated with positioning and
repositioning.
1. Importance of positioning and repositioning for marketers along with implications on
performance if it is successful
Positioning refers to the brand image of an organisation which is developed in the
mindset of customers and tends to provide knowledge of the manner in which the products
offered by entity are different from that of other rival firms within the same industry (Massara,
Porcheddu and Melara, 2018). It is widely regarded as the most crucial and important aspect of
marketing. In relation to Burberry, the management of this organisation makes use of digital
technology for the purpose of positioning of its products in an adequate and effective manner.
They have launched a new mobile application with the sole motive of enhancing the experience
derived by customers in order to retain them for a long duration of time in future. This
application tends to make use of augmented reality to overlay digital illustration by the artist of
entity on their own pictures by way of camera lens through the utilisation of Apple’s ARKit
functions. With this app, users will be able to export the pictures they upload to social media
within Burberry and easily share these widespread.
Importance: By carrying out positioning of the goods of company in a digital format,
Burberry aims to gain the attention of a larger section of global audience. Some other aspects to
illustrate the importance of positioning for the entity are mentioned below:-
 It provides assistance to the company artist as well as workforce in order to become
market-oriented and post that, plan the strategies in accordance with the needs and
preferences of consumers.

 By conducting appropriate positioning of goods, entity is striving to fulfil the
expectations of customers and deriving maximum satisfaction out of them.
Repositioning can be defined as the process wherein a company carries out major
changes within the positioning of products sold by the brand (Rettie, Burchell and Riley, 2012).
It is usually seen that companies undergo repositioning of products in case where they are facing
significant reduction in terms of performance or a crucial shift takes place within the business
environment and/or market. This generally takes place owing to the wrong brand positioning,
selection of distribution channels of poor quality or adoption of poor promotion and
advertisement strategies. With regards to Burberry, the company is planning to reposition
themselves within the luxury fashion sector. This is being carried out by putting emphasis upon
pricing strategies which are devised after taking into account the rivals and trends prevailing in
global market. Also, they are introducing a new range of luxury leather products as well as
accessories in order to gain the attention of customers.
Importance: By carrying out repositioning of its products within the luxury marketplace
as well as launching a new range of leather goods, Burberry is striving to attract younger
generation towards its unique offerings. Some other points that illustrate the significance of
repositioning are given below:-
 It provides assistance to the company so as to establish a strong position and brand image
within global market.
 This renders Burberry the opportunity to enhance its existing level of sales as well as
target the right customer segment for their newly launched product range.
Implications on business performance if such move is successful
If the move associated with positioning or repositioning becomes successful in target
market, Burberry will stand a chance to grab the attention of a larger section of audience in a
relevant manner. Positioning will assist the company in attracting customers towards the digital
technology being utilised by them as with the help of new mobile application, customers will be
able to build connection with company’s artist and as for any suggestions if needed (Marina,
2014). By way of repositioning of products, launch of new leather products and placing
themselves in luxury industry, company will be able to gain the attention of rich and young
customers.

2. Demonstrate by means of positioning map, how positioning of brand will change as result of
this process. Identify where on map following brands are located: Gucci and Primark
Positioning map can be referred to as a diagram which demonstrates customer
perceptions in association with goods and services offered by the company in marketplace (Saini
and Mukul, 2012). This is basically linked to the quality, price or benefits associated with the
products and customer perception that an entity intends to establish against rival firms. Burberry
makes use of digital technology to carry out the positioning of its goods as per the needs and
preferences of customers. A few examples of rivals of Burberry are Gucci, Mulberry, Monsoon
Accessories, Primark. The positioning map devised by Burberry is as follows:-
3. Two methods Burberry might utilise to do repositioning
Burberry intends to reposition its products within the luxury sector owing to which the
entity is fixing price of goods in accordance with the trends prevailing in marketplace. It also
builds effective relationships with retailers as well as wholesalers to devise pricing strategies
(Shakhshir, 2014). This organisation is making use of a number of methods to do positioning and
repositioning of goods. They have Kris Wu as the celebrity face, they design products in
accordance with demand. For repositioning themselves in luxury marketplace, they have come
Illustration 1: Positioning map of Gucci and Primark

up with luxury leather goods as well as accessories. The other two methods which this company
can make use of to achieve desirable repositioning are given below:-
 Burberry can improve the quality component of goods so as to make them seem worthy
to customers. The strategy here is to make them comprehend the high value of products.
 This company can make use of weekly schemes to gain attraction of customers such as
special day schemes, for instance- Friday Special. Here, Burberry will give discount
offers and loyalty schemes to gain the attention of people.
CONCLUSION
From the above discussion, it has been concluded that identification of adequate and
appropriate strategies to implement within the organisational premises is the key to achievement
of organisational goals and objectives. It has also been examined that a company does
positioning and repositioning of its products and services in order to make sure that they have an
edge over rival firms present within the same industry. Further, it has been acknowledged that
there are a number of methods available to a company through which they can carry out
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)).
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.