Marketing Case Study: Burberry's Transition to a More Upscale Brand

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Contents
Question 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
Question 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
Question 3: Provide two methods which brands such as Burberry might use to achieve repositioning.......7
Reference Table:..........................................................................................................................................9

Question 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?
1. To Make Entire Organization Market-arranged:
Item situating is a piece of the more extensive showcasing theory. It worries with distinguishing
unrivaled parts of the item and coordinating them with customers more viable than rivalries. This
rationality makes the whole association showcase arranged.
2. To Cope with Market Changes:
When the item is situated effectively doesn't mean the errand of an administrator is finished. He
needs to continually watch the market. According to new improvements in the commercial
center, new upper hands ought to be distinguished, found or created to suit the changing desires
for the market. It makes the director dynamic, alarm and dynamic.
3. To Meet Expectation of Buyers:
By and large, the focal points to be imparted are settled based on desires for the objective
purchasers. Thus, item situating can help understand buyers' desires.
4. To Promote Consumer Goodwill and Loyalty:
Precise item situating strengthens the organization's name, its item, and brand. It promotes the
brand. The organization can make altruism and can win client devotion.
5. To Design Promotional Strategy:
Increasingly important limited time program can be structured. In light of what favorable
circumstances are to be conveyed, suitable methods are chosen to advance the item.
6. To Win Attention and Interest of Consumers:

Item situating connotes those points of interest that are noteworthy to buyers. At the point when
such advantages are advanced through appropriate methods for publicizing, it unquestionably
gets the intrigue and consideration of purchasers.
7. To Attract Different Types of Consumers:
Buyers contrast as far as their desires from the item. Some need strength; some need special
highlights; some need curiosity; a few needs security; some need low cost; and so on. An
organization, by advancing distinctive kinds of upper hands, can pull in various sorts of
purchasers.
8. To Face Competition:
This is the crucial utilization of item situating. Organization can react unequivocally to the
contenders. It can improve its aggressive quality.
9. To Introduce New Product Successfully:
Item situating can help an organization in presenting another item in the market. It can position
new and predominant points of interest in the item and can enter the market effectively.
10. To Communicate New and Varied Feature Added Later on:
At the point when an organization changes characteristics and/or highlights of the current items,
such upgrades can be situated against items offered by the contenders. Item situating improves
focused quality of an organization. Typically, customers consider item points of interest before
they get it. Along these lines, item situating demonstrates the predominance of organization's
ideas over rivals. It might likewise help buyers in picking the correct item.

Question 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.
1. Know Your Target Audience
Never give your intended interest group what they need. Give them what they need. Individuals
don't purchase what they need. They purchase what they need. It's the advertiser's business to
find all that they can about the intended interest group (East et al. 2016). Understanding
socioeconomics, a way of life, and ways of managing money can have an effect among coming
to and removing the intended interest group. In the event that you can make your item situating
feel regular and unpretentious, it can increase the value of your promoting.
2. Disclose to Them Who You Are
Build up brand validity and you can set up a long haul association with target gatherings of
people. Individuals that trust a brand are considerably more slanted to buy from that brand. Try
not to make guarantees or claims that can't be checked or aren't valid. Genuineness and
straightforwardness are the best approaches and will advance healthier item situating.
3. Give Evidence
You can't construct brand believability until you demonstrate that your brand is solid and
reliable. The most ideal approach to set up believability is by displaying proof. Client surveys,
tributes, contextual analyses, deals numbers, and measurements are only a couple of techniques
that can be utilized to incredible impact (Piwek et al. 2016). Audits are particularly ground-
breaking. When was the last time you made a critical buy without perusing audits on
Amazon.com, eBay, or Quora? 61% of clients read surveys online before settling on an obtaining
choice.
4. Offer
Your offer needs to address an urgent inquiry; How can your item improve the lives of your
client? Your intended interest group will expel your item instantly in the event that they don't see

any esteem (Gabriel et al. 2015). This is the most essential part of item situating and one of the
hardest to execute adequately. Find the most important parts of your item and then search for
approaches to guarantee and convey on that esteem.
5. Remarkable Selling Proposition
How is your item remarkable? What unmistakable issue does it fathom? So as to make this work
for your item situating, you have to pinpoint precisely what makes your items and brand one of a
kind. At that point, pass on those components to your intended interest group. Individuals love to
have possession in brands and items that are unique and can stand out.
Gucci's expansion in deals has been driven by its restored brand offer under Alessandro Michele
who has to prevail with regards to drawing in more youthful clients with his new styles
(Sunderland et al. 2016). The organization has modified its item offering with more established
styles in all classes supplanted by the new tasteful. The brand has moved far from limiting and
has not run any special ideas in its stores since Q4 2016. Cowhide merchandise represents 54%
of offers and profited by new improved handbag styles.

Question 3: Provide two methods which brands such as Burberry might use to achieve
repositioning.
Two techniques which brands, for example, Burberry may use to accomplish repositioning:
Perceptual Mapping:
When we characterize Perceptual mapping we state that it is fundamentally a procedure to speak
to what individuals think about items or administrations, individuals or thoughts. In fact, they are
for the most part questions (Hayakawa et al. 2016). It is a spatial portrayal of the recognition of
the brands on the pieces of various people. In the event that you see the brands to be comparable,
at that point you are getting them closer in the perceptual space, and on the off chance that you
see them be different, at that point you are putting them separated. To put it plainly, I can say
that it speaks to the two brands and individuals.
As everybody realizes that the earth is violent so it changes quickly and calls for successive
changes in situating (Baudrillard et al. 2016). Now and again an organization can lose its
situation because of progress in innovation, purchaser frames of mind, and focused action both in
the economy and among imaginative administrators. That is the motivation behind why an
organization ought to be in contact with the commercial center, and reposition itself before it
endures regarding items, picture, and income.
Situating an item to explicit sections:
Situating an item to explicit sections is the following consistent advance. Consequently situating
includes penance – we need to forfeit a couple of sections of the market. We can't stand to give
'everything to all individuals.'
When we are examining about situating, we need to choose with respect to whom all are our
rivals. At that point, there is a need to build up a central system that keeps running as a repeating
theme through all bits of arranging (Zhang et al. 2016). Center procedure essentially reveals to
us why clients purchase our item and how we will contend with others. Distinctive portions need

diverse center techniques. Center technique is more extensive than USP in light of the fact that it
thinks about both outer and inner components.

Reference Table:
 Baudrillard, J., 2016. The consumer society: Myths and structures. Sage.
 Gabriel, Y. and Lang, T., 2015. The unmanageable consumer. Sage.
 Sunderland, P.L. and Denny, R.M., 2016. Doing anthropology in consumer research. Routledge.
 Piwek, L., Ellis, D.A., Andrews, S. and Joinson, A., 2016. The rise of consumer health
wearables: promises and barriers. PLoS Medicine, 13(2), p.e1001953.
 East, R., Singh, J., Wright, M. and Vanhuele, M., 2016. Consumer behaviour: Applications in
marketing. Sage.
 Hayakawa, H. and Venieris, Y., 2016. Consumer interdependence via reference groups.
In Behavioral Interactions, Markets, and Economic Dynamics (pp. 81-99). Springer, Tokyo.
 Zhang, K.Z. and Benyoucef, M., 2016. Consumer behavior in social commerce: A literature
review. Decision Support Systems, 86, pp.95-108.