Burberry's Upmarket Repositioning: A Marketing Strategy Analysis

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Assignment 2
Individual Assignment
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Table of Contents
Introduction...........................................................................................................................................3
Task.......................................................................................................................................................4
Conclusion.............................................................................................................................................7
Reference List........................................................................................................................................8
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Introduction
Marketing has referred to the different activities of an organisation that associates with
purchasing and selling the services and products as determined by the firm. Marketing is a
broader aspect that includes the different strategies to advertise, sell and deliver the products
to the potential customers with most admirable way. Marketing problems ensure the real
issues that to formulate the target precisely as per the required outcomes of planned
marketing research. Burberry has significantly intended to ensure up-market and such aspect
has demonstrated the relevance of positioning map as per the other luxury based
organisations Primark and Gucci. The task has concentrated on such prospects of Burberry
while proving two important methods through which the company can achieve the
repositioning in the determined market.
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Task
1. The relevance and importance of positioning and repositioning for marketers –
Positioning in marketing or business strategy has referred to the customer perception of the
brand or the product in relation to compete for the brands and products. Market positioning
has defined the process that is to establish the identity and image of the product or brand
(Armstrong et al., 2015). The relevance and the importance of positioning to the marketers
have been determined below.
 An effective positioning significantly makes the determined prospect want to understand
and know more about the brand and the product as the good positioning entices the
potential customers in learning more about the offerings and to gain access to the mental
space of the target market.
 Proper positioning enables the company to pay attention to how the competitors are
positioned in the market — enabling the differentiation corner that is important to attract
the target audience.
 Good positioning never leads the company to get stale or old; this enables the positioning
statements with a better conceptual idea and to claim the position in conviction to other
company.
Brand Repositioning is done when the company changes the brand status in the determined
marketplace. It includes the change to marketing mix including the product, price, promotion
and price as the core concern. It is significantly undertaken to ensure the customer demands
and wants in the market (Ren et al., 2018). The relevance and the importance of repositioning
to the marketers have been determined below.
 Repositioning plays a crucial role to build a stronger competitive position for the
company involving reposition as the marketing strategy.
 Effective marketing and reposition of the brand lead the organisation with highly
improved sales.
 In understanding the current change in market, demands repositioning ensures the
company to understand the target market.
 Repositioning ensures the alignment to current market requirements and needs.
 The relevance of repositioning has shown the higher potentiality to create media attention
in the market.
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Burberry has determined or intended to move towards up-market the positioning and
repositioning strategy will significantly help the organisation to attract the young market
(Robinson and Hsieh, 2016). Burberry has admired to be more expensive and has been
designed in order to appeal the affluent customers. The following are the implications.
 Commitment towards the core strengths and to be focused on the building assets that
leverage in accelerating the success.
 Burberry has focused on leveraging the digital reach that to invest in providing an easier
approach for the customers to purchase online products.
 Building marketing scorecards makes the company to ensure the effectiveness of the
business and to build the goals as per the increased values.
2. Positioning map
The map has specifically been utilised by the organisations in order to help the marketing
department in identifying the gaps in the determined market (Mo et al., 2015). The map has
significantly helped Burberry to identify its brand or products in the existing position of the
market. It enables the company to compete in against the competitors and to position itself in
a better place.
Burberry has determined to position itself in the luxury sector and has extended its price
while scaling back the overall sales to lower-end retailers. However, the position has changed
more towards the high-price and quality that to attract high-end customers.
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Low Price
High Price
Low Quality High Quality
Figure 1: Positioning Map
(Source: Created by the learner)
3. Two methods which brands such as Burberry might use to achieve up market
repositioning
The two methods are –
 Considering the target market that has grown and changed with the time – It is
important to concern this as a method that is significant to both for the business and to
customers. In making sure the value-prepositions are similar the way to these are to
presented that are required to be adjusted. This is referred to the listening of the
customers, delivering the most relevant improvements that are required to the product and
to convince the potential customers to ensure the strategy. Burberry is termed to focus on
high-ended customers that have enabled the company to establish products and deliver
improved products as required by the customers in the present age. In combining the
methods to listen, deliver and convince can stimulate and boost the overall growth for the
company in building the brand reputation in the target market (Danko et al., 2017).
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 Removal of all the barriers in associating to the customers that to ensure the breathe
life in the company – telecommunication is most effective to ensure the repositioning in
the market. Automated software such as service software is booming in the present
market. Therefore, big data companies are incredibly working on the insights of the
market. Customers crave for the human or staff contacts; however virtual concept has
automated such services vividly in the market. Burberry requires to ensure the brand
reach through the significant digital jungle and to connect the customers on human-level.
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Conclusion
The task significantly identified the brand positioning of Burberry in compared to Gucci and
Primark as the fashion retail company. The study has significantly elaborated the high
relevance and importance of positioning and repositioning for the marketers of Burberry. In
identifying the essence of such brand reposition the implications have significantly helped the
company to attract the target audience as signified by the marketers. Positioning map has
enabled the marketer to understand the position whereas the considerable methods are
considered to ensure the active up-market repositioning.
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Reference List
Armstrong, G., Kotler, P., Buchwitz, L.A., Trifts, V. and Gaudet, D., 2015. Marketing: an
introduction.
Danko, T., Panova, E., Kazaryan, M., Kazaryan, A. and Sekerin, V., 2017. Competitive
Estimating of Value Positioning of the Intangible Assets Market. International Journal of
Applied Business and Economic Research, 15(8), pp.141-151.
Mo, Y., Zhang, Z., Lu, Y. and Agha, G., 2015. A Novel Technique for Human Traffic based
Radio Map Updating in Wi-Fi Indoor Positioning Systems. Ksii Transactions on Internet &
Information Systems, 9(5).
Ren, L., Zhao, J., Chen, P.J. and Wang, P., 2018. Brand repositioning in the hotel industry-a
case study of Howard Johnson in China. CAUTHE 2018: Get Smart: Paradoxes and
Possibilities in Tourism, Hospitality and Events Education and Research, p.282.
Robinson, P.K. and Hsieh, L., 2016. Reshoring: a strategic renewal of luxury clothing supply
chains. Operations Management Research, 9(3-4), pp.89-101.
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