Analysis of Burberry's Repositioning Strategy: A Marketing Report

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ASSIGNMENT
MINTEL Fashion Accessories Report & Reflection
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Contents
Introduction....................................................................................................................................................3
Q1. The article tells us that Burberry intends to go more up-market. 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?...........................................................................................................4
Q2 In the case of Burberry, demonstrate by means of a positioning map, how the positioning of the brand
will change as a result of this process. In presenting the map, also identify where on the map the
following brands would be located: Gucci and Primark................................................................................5
Q3. Provide two methods which brands such as Burberry might use to achieve repositioning....................8
Conclusions....................................................................................................................................................9
Reflection.......................................................................................................................................................9
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Introduction
In this report the implementation of different methods through which organisation like Burberry
can go up in the market. It showed the importance of positioning and repositioning for marketers
and also showed the performance of Burberry after successfully implementing positioning. There
are many methods through which Burberry successfully achieve repositioning and also the
importance of positioning map and how it is helpful to the company.
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Q1. The article tells us that Burberry intends to go more up-market. 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 relevance and importance of positioning and repositioning for marketers can be understood
as it is an important part of the marketing plan (Shakhshir, 2014). Positioning and repositioning
is the process used by the marketers so that their product attracts the customers by fulfilling
customer's needs. The positioning of the product will ensure the marketers that it will build more
customers. There are four steps through which product positioning can be of benefit for the
organisation (Gherghina, 2014).
 To understand the needs of the customer- Product positioning requires a clear
understanding of the needs of customers so that the right communication channel can be
created. If you have a better understanding of customers need then you will be able to
provide better services to the customers.
 To Weigh Competitive Pressures- Product positioning will always be done take care of
the fact that their product services will be different from their competitors’ products and
the services will be better than them so that customers choose your products over them
 Target communication channels- Marketers must choose a communication channel so
that they can communicate with the desired audience and through which they can
advertise their products and the services they are offering to their customers.
 Crafted key messages carefully- These are the messages through which you inform the
audience about the services and quality of your products. These messages create huge
impact on the decisions of customers to purchase the products or not.
If such a move gets successful then it will improve the performance of Burberry and benefits the
organisation in many ways:
 It will make the organisation market-oriented
 It will help the organisation to meet the expectations of the buyers
 It will promote goodwill and consumer loyalty
 It will help the organisation to attract new customers and gain their interest in their
products.
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Q2 In the case of Burberry, demonstrate by means of a positioning map, how the
positioning of the brand will change as a result of this process. In presenting the map, also
identify where on the map the following brands would be located: Gucci and Primark
Positioning mapping is the diagrams which is created to show the customers point of view
towards the products and also what are the qualities, price and services of the products and also it
tells the marketers how it will benefit them against the competitors (Wang, 2015). Positioning
mapping helps marketers to create a core strategy. There are four factors of positioning mapping
which is
 High quality
 Low quality
 High price
 Low price
It is the positioning map of Burberry
Source: (Jacob Montag's Portfolio, N.D)
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As it is visible in the positioning map that Burberry located in the right top of the positioning
map which means the products of Burberry are quite expensive which attracts rich customers and
also the products are most fashionable as well. Customers usually preferred those products which
are quite fashionable and Burberry products are most fashionable due to which it attracts lots of
customers.
The position of Gucci in positioning map
Source: (Wadavi, 2016)
As you can see that Gucci is located in the top left position in the positioning map which means
the products of Gucci are quite expensive but they are not fashionable as compare to the products
of Burberry and as a result, it attracts less number of customers because of high price and less
fashionable products.
The position of Primark in positioning map
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Source: (Andrew, 2012)
As you can see that Primark is located in the bottom left in the positioning map which means the
products of the Primark having a low price but also the quality of the products is low as well and
as a result, it attracts less number of customers due to the low quality of the products.
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Q3. Provide two methods which brands such as Burberry might use to achieve
repositioning
Two methods might use by Burberry to achieve repositioning can be:
 Perceptual Mapping
 The positioning of a product to some specific segments.
Perceptual Mapping- It is a technique which shows the perceptions of the customers towards
the qualities or services of the products. It is the representation of the products towards the
individuals through which customers get to know the quality of the products and their decision of
purchasing the products or not fully depend on that. It represents both the people and the brand.
As the environment is changing at a rapid pace, Burberry has to cop-up with the change in
technology and also towards the customer's attitude. This is the main reason Burberry has to look
towards the market place and reposition itself (Blankson, 2016).
The positioning of a product to some specific segments- Before repositioning, Burberry have
to decide who all are their competitors and what they are offering to their customers, and
according to that they have to create a core strategy. Planning and strategy will be done by
keeping all the things in mind like what are the needs of customers, what are the quality they
want in the product, what are qualities their competitors are providing to the customers and what
is the price. These all are the things Burberry have to consider before repositioning and
according to that implement their plans. Core strategy helps the organisation by telling them why
customers buy their products and how they can compete with their competitors.
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Conclusions
It has been concluded that the importance of repositioning to go up in the market and the
methods used by Burberry to achieve repositioning successfully and also it has been concluded
that what would happen to the performance of Burberry if the move of repositioning gets
successful. The position of various brands like Burberry, Gucci and Primark has been explained
with the help of position mapping.
Reflection
I along with other team members have observed the possibility of launching the hair product by
the Butter London. All the possibilities and opportunities have been considered. I have observed
that the launching of this product will ultimately help to boost and increase sales. For this
purpose, some assumptions have been duly taken into consideration since the future is
unpredictable and is highly dynamic (Shenkar, et. al., 2014). This is the most important aspect
that involves uncertainty.
All the team members have considered the internal as well as external environment or
surroundings in which the Butter London operates (Schlegelmilch, 2016). Various factors affect
or influence the business environment. An attempt has been made by all the team members
consequently which will help to analyse the successful launching of the concerned product
properly. Accordingly, all the team members have provided their opinion and express their
opinion on the threats that Butter London will face along with the advantages of launching the
product.
In addition to elaborate better and useful information, I along with my team members focus on
the various elements of the marketing mix that includes product, price, place, promotion, people,
process and physical evidence (Schlegelmilch, 2016). The information grasped from these
elements provides me with excellent support in taking the suitable and valuable decision that can
better promote the new hair care product. Further provided, I while dealing with the market face
series of the challenges that act as a barrier. For the purpose, I along with my team members
elaborate an understanding of the segmentation, targeting and positioning. This supported me in
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understanding various trends of the market leading to the proper alignment of the internal as well
as external factors (Shenkar, et. al., 2014). In the overall launch of the new product I understand
that there is a great need to continuously scan the market environment to grasp the positive and
negative aspects.
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References
 Andrew, 2012. Andrew Golden Design. [Online]. Wordpress. Available at:
https://andrewgolden.wordpress.com/2012/09/21/ugh-a-post-about-primark/. [Acessed on
15th March 2019].
 Blankson, C., 2016. Positioning a brand. The Routledge companion to contemporary
brand management, pp.164-185.
 Gherghina, L., 2014. The importance of image and communication of a brand or
trademark positioning. Analele Universitatii'Eftimie Murgu'Resita. Fascicola II. Studii
Economice, pp.83-87.
 Jacob Montag's Portfolio, N.D. Burberry Brand Perception Analysis. [Online]. Google
sites. Available at: https://sites.google.com/site/jacobmontagportfolio/burberry-brand-
perception-analysis. [Accessed on 15th March 2019].
 Schlegelmilch, B.B., 2016. Segmenting Targeting and Positioning in Global Markets.
In Global Marketing Strategy(pp. 63-82). Springer, Cham.
 Shakhshir, G., 2014. Positioning strategies development. The Annals Of The University
Of Oradea, 977, pp.416-437.
 Shenkar, O., Luo, Y. and Chi, T., 2014. International business. Routledge.
 Wadavi, 2016. Positioning for Luxury. [Online]. Wordpress. Available at:
https://mpk732t12016clusterb.wordpress.com/2016/04/11/positioning-for-luxury/.
[Acessed on 15th March 2019].
 Wang, H.J., 2015. A new approach to network analysis for brand
positioning. International Journal of Market Research, 57(5), pp.727-742.
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