Principles of Marketing and Communications: Burberry Report

This report provides a comprehensive analysis of Burberry's marketing strategies, focusing on the principles of positioning and repositioning within the context of a digital world. It begins with an introduction to marketing principles and their application to the fashion industry, specifically Burberry, a British luxury brand. The report then delves into the significance of positioning and repositioning for marketers, emphasizing their relevance and importance in creating market differentiation and competing on value. A perceptual map is demonstrated to visualize brand positioning, and the ways in which a brand's positioning can change are discussed. The report explores two key methods for achieving repositioning: real repositioning and psychological repositioning. Real repositioning involves redesigning a product to align with consumer preferences, while psychological repositioning aims to alter consumer beliefs about the brand. The report concludes by summarizing the importance of positioning, the use of positioning maps, and the application of repositioning methods within the selected company, Burberry, and also provides references to relevant books and journals.

Principles of Marketing and
Communications in a Digital
World

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK ..............................................................................................................................................1
1. Relevance and importance of positioning and repositioning of marketers ............................1
2. Demonstrate positioning map and ways of positioning of brand will change as result .........2
3. Two methods to use for achieving the repositioning .............................................................4
CONCLUSION ...............................................................................................................................4
REFERENCES ...............................................................................................................................5

INTRODUCTION
Principles of Marketing made up of many business majors. Marketing is determined as
the total of actions included in the transfer of products from producer and seller to the customers
involving ads, shipping, storing and selling. It is about having communication strategy which at
it core relies on ongoing conversations (Palmatier and Crecelius, 2019). Study is based on
Burberry. It is the British luxury fashion house headquartered in London, England. Report will
explain the connection and significance of positioning and repositioning of marketers. It will
demonstrate positioning map and ways of positioning of brand will change as result. It will
explain two methods to use for accomplishing the repositioning.
TASK
1. Relevance and importance of positioning and repositioning of marketers
Positioning means to target customer's reason to buy brand in preference to other. It is
ensured that all brand actions has common aims which is guided, directed and delivered through
benefits and reasons to buy brand. It focuses at all points of contact with the customer (Kiseleva
and et.al., 2016). It is the marketing strategy which purposes to create brand occupy well-defined
position relative to compete brands in the mind of the consumers.
Repositioning means to the major modification in positioning for brand or product. The
firm has to change target market's understanding of firm to successfully reposition products.
Sometime, this is challenge particularly for well-set up or strongly branded goods. Due to the
declining performance and major shifts in the environment, companies can consider
repositioning of goods. Many companies select to establish new brand rather than repositioning
because of the efforts and cost needed to successfully apply the change.
Importance of positioning:
Brand positioning is the important for the marketers. The result of improving the unique
stance in the marketplace.
Create market differentiation: If the Burberry and its products and facilities give
specific the suggestion, resolution an unmet requirement and present desirable experience then
brand positioning will aid company stand out from the crowd by articulating ways that they are
different (Scott, 2016).
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Compete on value: Brand is used up by mass market or is limited luxury product. Brand
positioning provides clearness on particular value. The value of Burberry is to offer products and
services to customers, ways to satisfied with their wants and offering alternatives by challengers
which are insufficient.
Importance of repositioning:
Brand repositioning is essential for the marketers. There are many ways in which it is
important within the Burberry.
Development of product and service: Brand repositioning is essential for development
of products and services. In order to that, Burberry add new products, refine old goods and
expand the business etc. This strategy helps to stay relevant and fresh (Karpeh and Bryczkowski,
2017).
Value proposition: Brand repositioning is important for increase value proposition
within the Burberry. New challengers will flat out blow position of company.
If the Burberry move the brand repositioning, so that company has more benefits such as
increase the sales, value proposition, consumer satisfaction, improving the performance and
enhancing the competitive advantages. Also, this help to increase market share and profits of
Burberry. This aid to enhance the reputation and image within the retail sector.
2. Demonstrate positioning map and ways of positioning of brand will change as result
Positioning map is also called as perceptual maps which help to develop market
positioning strategy for their goods and services. Maps are based on the perception of the
purchaser. It shows where existing brands and services are positioned in the market, so that
Burberry can decide where they will like to place their products. Companies have two options,
either they can place their goods, so that its fills gap in market or if they will like to compete
against their challengers (Lokshina and Zhong, 2019). They can position its where existing
goods have placed their goods. In order to that, Burberry is British luxury fashion, appeal stores
selling business to consumer shopping goods. The product life cycle stage for Burberry is in
growth stage because the revenue and profits are continuing to grow as they evolve and add new
fashion each season and penetrate the market. The positioning map represent top two category
motivators such as price and fashion. The positioning map help to change the result as the
business process within the fashion industry.
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As per perception map, selected company is positioned large because of prestige pricing
and mass market. Gucci company is positioned at the also mass market on the basis of prestige
pricing.
3. Two methods to use for achieving the repositioning
Sometimes, marketers needs to repositing their brands in marketplace. There can be
multiple causes for this reposition. The main content of the firm is not getting as many sales as
desire. Burberry is losing market share (Opreana and Vinerean, 2015). This refers that consumers
lost interest in our goods. If consumer is lost interest in their goods, so that consumer are
purchasing goods of the challengers. There are different techniques for repositioning such as:
Real Repositioning:
It is the first technique or method is to redesign the good which is called real
repositioning. According to this, change the attribute of the good to match the consumer
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Illustration 1: Perceptional Map
Source: (Perceptional Map, 2019)

procedures. This technique helped to change in the perception of the customers about the various
attributes and their essential for consumers.
Psychological repositioning:
It is the second method or technique which is called as psychological repositioning. In
this method, attempt are created to alter customised beliefs about the brand. This technique help
to increase the profits and productivity within the Burberry.
CONCLUSION
This report has summarised that importance of positioning involving create market
differentiation and compete on value as well as relevance of repositioning includes development
of product and service and value proposition within the selected company. It can be concluded
that positioning map of company which includes different competitors for determining the
positioning in the industry. It can be discussed that two methods to use for achieving the
repositioning which involves real and psychological repositioning within the organization.
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REFERENCES
Books and Journals
Karpeh, M. S. and Bryczkowski, S., 2017. Digital communications and social media use in
surgery: how to maximize communication in the digital age. Innovative Surgical
Sciences. 2(3). pp.153-157.
Kiseleva, E. S. and et.al., 2016. The essence, purpose and principles of marketing relationships.
Lokshina, I. and Zhong, H., 2019. Digital Communications and a Smart World. In Data-Centric
Business and Applications (pp. 1-21). Springer, Cham.
Opreana, A. and Vinerean, S., 2015. A new development in online marketing: Introducing digital
inbound marketing. Expert Journal of Marketing. 3(1).
Palmatier, R. W. and Crecelius, A. T., 2019. The “first principles” of marketing strategy. AMS
Review, pp.1-22.
Scott, N., 2016. Digital Love: Where Does the Marital Communications Privilege Fit in the
World of Social Media Communications, 32 J. Marshall J. Info. Tech. & Privacy L. 105
(2016). The John Marshall Journal of Information Technology & Privacy Law. 32(2).
p.3.
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