Strategic Repositioning of Burberry: A Marketing Case Study

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Burberry case study
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Contents
1. 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?...........................................................................................................3
2. 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
3. Provide two methods which brands such as Burberry might use to achieve repositioning.......................8
References......................................................................................................................................................9
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1. 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?
Positional and the repositioning for markets help the company to change the mindset of the
customer. The Mean of the positioning for the company is the perception of the consumer's in
regard to the company brand. Positioning allows the company to know about their position in the
mind of the customers and come to know about the brand value. As in the present world, there is
a huge competition between the multination and national company, and this competition is based
on certain points which are the product of the company, quality, service, brand value etc. Global
British luxury brand Burberry, which was established in 1856. This company is British located
company which focused on providing luxurious products, fashion accessories such as sunglasses,
cosmetic items (Ezeani, 2012).
Since 18th-century Company is dominating in his sector by providing latest fashion trends
products according to the demand of customers and still the growth of the company is
continuing. Since the 18th century company have created a prestigious position in the market
which is full of competition. This long journey of a company has converted the Burberry
Company into a successful brand but due to increase new company the company is facing loss in
the global revenue to £2.8 billion in the financial year of 2017 by knowing about this situation
company decided to reposition itself. Repositioning is defined as changes which are done to
change the mindset of customers. The main aim of the repositioning is to change the whole
company set up in reference to influence more no of customers.
Burberry Company prefers to reposition its position as it will help him to increase in the sale.
This is done to retain its position in the market with more efficient and profit wise. Repositioning
involves the changes in the marketing strategy, price, place, promotion, product wise and many
more. Doing repositioning in the Burberry Company will definitely help the company in
enhancing its business and global revenue; this helps in increasing the business of the company.
Repositioning helps the company to get the new customer following which will definitely result
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in the success of the company as compared to the past. New strategies and policies will influence
and attract the customer again, by this company will get an increase in the sales and revenue.
Giving a huge variety of fashion accessory with heavy discount will attract the young customers
as in the fashion industry; the main source of generating revenue from the product is to connect
more and number of young customers (Paul, 2018).
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2. 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 map is the tool which is used by the people of marketing and deals with the
particular product, which they are attempting to sell in the market. In this method or positioning
map, there are four segments, and each segment is considered as the perception of the public in
the market related to the company(Chow, 2018). In the Y-axis consist of the fashion axis and the
x-axis is consists of price wise. Positioning map for the Burberry is as follow-
Figure 1 Burberry Company
Source: (Chow, 2018)
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In this mapping, it is clearly seen that Burberry Company is most fashionable and even price
wise also it is high. Burberry Company is the leading company in the sector of providing better
fashionable accessories in the market. Due to the unique collection of accessories in the fashion
industry, the Company is unbeatable in the market.
Figure 2 Gucci Company
Source: (Paul, 2018)
Positioning mapping for the Gucci Company is as follow in which it is clearly visible that in
Gucci Company has less exclusive and even less in price too. Gucci is a company which is
offering its brand in the low cost, to grab the large no of customers. This methodology is widely
used in the today market to beat the opponent or competitor.
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Figure 3 Primark Company
Source: (Armstrong, 2015)
Positioning mapping of the Primark Company has a large amount of affordability and a large
number of followers in the market. Primark Company is also the leading brand in today's luxury
market. It contains the market of fashion and clothes according to the modern trend.
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3. Provide two methods which brands such as Burberry might use to achieve
repositioning.
For changing the mindset or perception of the people for the company, the repositioning is done
in order to beat the market increasing competition. There are two methods which can be used for
the repositioning of the Burberry, which are as follow:-
 Discover the targeted audience: - For beating the competition from the market, the
Burberry Company is required for identifying its targeted customer and people. As the
Burberry Company is a luxury fashion Brand Company, which include fashion
accessories such as sunglasses, cosmetic items. Therefore for the company, the main
focus should be on the young buyers, who are important in today's luxury market.
 Focus on the uniqueness: - As Burberry Company is from, one of the ancient company
which is still in the market. So the Company should put make the focus on the new
aesthetic which is unique in the market. Working on the product which is common in the
market can’t improve the company position. The thing which is unique, the crowd will
also go for it. People love to have the thing which is unique in the market and
understanding this concept will help in increasing the company revenue (Ezeani, 2012).
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References
 Armstrong, G., Kotler, P., Buchwitz, L.A., Trifts, V., and Gaudet, D., 2015. Marketing:
an introduction.
 Chow, P.S., Chiu, C.H., Yip, A.C. and Tang, A.K. eds., 2018. Contemporary Case
Studies on Fashion Production, Marketing, and Operations. Springer Singapore.
 Ezeani, E.O., 2012. Delivering the Goods: Repositioning Local Governments in Nigeria
to Achieve the Millennium Development Goals (MDGs). The 66th Inaugural Lecture of
the University of Nigeria, Nsukka. (April 26).
 Paul, J., 2018. Masstige model and measure for brand management. European
Management Journal.
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