Principles of Marketing: Burberry's Repositioning Strategy

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Principles of marketing

TABLE OF CONTENTS
Introduction......................................................................................................................................1
Task..................................................................................................................................................2
1. Explain the relevance and importance of positioning and repositioning for marketers. What
are the implications for the performance of the business if such a move is successful?.............2
2. How the positioning of the brand will change as result of this process..................................4
3. Provide two methods which brands such as Burberry might use to achieve repositioning.....5
Conclusion.......................................................................................................................................6
References........................................................................................................................................7

Introduction
The report purpose is to show a research result on the Burberry organization, its marketing mix,
different positioning, repositioning and the targeting principles which the organization has used
in their business. The report will also highlight the implications of the business performances
towards success. At the last section, the report will show the two branding method such as brand
uniqueness and brand reliability which the Burberry will use in achieving the repositioning in the
market successfully.
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Task
1. Explain the relevance and importance of positioning and repositioning for marketers. What
are the implications for the performance of the business if such a move is successful?
The positioning of the product is a vital element of the marketing plan. It is a process of a
marketer which is used in determining how to communicate best with the target consumer that is
based on the competitive pressures, consumer needs, available channel of communication and
crafter the key messages carefully. The marketer creates the statement of the positioning for the
individual and organizational product (Rossiter et al., 2018).
The production of Burberry is not the mass product; this is targeted to the market segment and
also related to the behaviour, demographic and psychographic of possible consumers. As an
evaluation part, the different segment of the market is targeted, in which Burberry take in an
account the attractiveness of a possible segment which the organization has suggested. It is
determined that such factors are affected by sustainability, accessibility and measurability as well
as action ability.
Sometimes this is difficult extremely for an organization to control the brand positioning; as the
brand of Burberry was damaged significantly when the football hooligans started to wear the
product of the Burberry (BORSBOOM et al., 2018). The position of the Burberry as an upmarket
and exclusive unisex brand was repositioned as the brand for rough and young males. Since
Burberry invests significantly for attempting the brand reposition to the former position.
Everything which is used to do with the branding is all about the positioning. The product colour,
advertising, pricing and packaging in which product is being sold and it is all about in enforcing
the positioning. The positioning is all about based on how well the products are perceived, and
its message should be consistent. Burberry received the exceptional response of its new vision by
including the debut collection and rebranding. Also, the organization has launched successfully a
new model of a market with a social selling to build the brand successfully (Anker et al., 2015).
Burberry has also experienced the strong response of wholesale and shift of the consumer
perception towards the new product.
2

The management of Burberry made smart decisions to invest in business expansion and
revamping its brand. To achieve success, the organization has purchased the licensed stores to
directly operate and expand in growing fast in the luxury market. This idea is used to feature its
all lines under the one store rather than separating different lines that have helped in achieving
the success.
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2. How the positioning of the brand will change as result of this process
The brand positioning is consistent and clear as per to the global brand because the Burberry has
been said of being falling under the different luxury brands such as Gucci, Hermes, Armani and
Louis Vuitton. It has been recognized previously that trademark of Burberry brand was the
critical benefits for the business and for such the team of management acknowledge the
importance of a well organized and successful strategy of band management (Arrigo, 2015).
Such modification is supported with an introduction of the fashionable packaging and new logo
of the brand.
In the recognition of crucial involvement in which the advertising plays an important role in
international fashion brand positioning growth, the brand attempted to rebrand itself with an
advertisement in the magazines like Vogue, Harper’s Bazaar and Esquire. To reposition the
Burberry the challenge as the high fashion brand needed an opening of the flagship store in
London. The team of the organization recognized the importance of flagship store whose main
meaning is to attract the attention of an international fashion press which helps Burberry to get
hold of the greater editorials as well as also cover the other media too (Straker and Wrigley,
2016). After brand positioning has been mapped, a brand in the form of extension, credibility,
uniqueness and reliability has gone better and higher.
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3. Provide two methods which brands such as Burberry might use to achieve repositioning.
The brand repositioning is done when an organization changes its brand status in a marketplace.
It includes the changes typically to a marketing mix, place, product, promotion and price. The
strategies include consumer engagement and the identity and spirit of the giving. The two
methods which Burberry brand used to achieve the repositioning in the market are brand
reliability and brand uniqueness.
Brand reliability: Today Burberry is believed as a leading luxury brand of a world. This is a
unique brand with international appreciation. The buyers are likely of using the names of the
brand as the sign of value and quality that means that they are reliable. To achieve the
repositioning the Burberry can use the brand reliability in their business. The repositioning is
achieved by determining the current positioning of the brand itself (Zenk, 2017).
Brand uniqueness: To achieve the repositioning the Burberry needs the uniqueness in the
particular brand in terms of expressing the individual uniqueness from the others. Also, Burberry
itself made different from the other brands with help of a pattern. The repositioning of the brand
is achieved by keeping the needs and wants of the consumer in the mind.
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Conclusion
Based on the above analysis, the report has concluded the importance and relevance of the
repositioning and positioning of the marketer. Also, the report has shown the implications of
business performances when they move towards success. Burberry is the icon in the fashion
industry for over than the century. This has also been suffered the setbacks as due to inability and
mismanagement to apply the marketing principles properly in the business. Further, the report
has highlighted the brand positioning which has change the process result in the organization. At
last the two methods of the brand such as brand reliability and brand uniqueness has been used
by the Burberry for achieving the repositioning in the marketplace.
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References
Books and Journals
 Anker, T.B., Sparks, L., Moutinho, L. and Grönroos, C., 2015. Consumer dominant value
creation: A theoretical response to the recent call for a consumer dominant logic for
marketing. European Journal of Marketing, 49(3/4), pp.532-560.
 Arrigo, E., 2015. The role of the flagship store location in luxury branding. An
international exploratory study. International Journal of Retail & Distribution
Management, 43(6), pp.518-537.
 BEVERLAND, M., 2018. BRAND.
 BORSBOOM, L., CASE, B. and LAWSON, N., 2018. BURBERRY JOUSTING FOR
REDEMPTION. LBMG Corporate Brand Management and Reputation-Masters Case
Series.
 Rossiter, J.R., Percy, L. and Bergkvist, L., 2018. Marketing communications: Objectives,
strategy, tactics. Sage.
 Straker, K. and Wrigley, C., 2016. Emotionally engaging customers in the digital age: the
case study of “Burberry love”. Journal of Fashion Marketing and Management, 20(3),
pp.276-299.
 Zenk, J., 2017. Successfully positioning & extending a young luxury fashion brand: Case:
Kaviar Gauche.
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