Marketing Report: Analysis of Burberry Fashion Accessories Positioning

This report examines Burberry's marketing strategies, focusing on the positioning and repositioning of its fashion accessories. It begins with an introduction to marketing's role in brand recognition and sales performance, specifically in the context of Burberry, a luxury fashion brand. The report analyzes the relevance and importance of positioning and repositioning for businesses, highlighting how Burberry can leverage these strategies to expand its market presence. It includes a discussion of positioning maps, using Gucci and Primark as examples, and their influence on brand performance. Furthermore, the report explores two methods Burberry could employ for effective repositioning, such as price fixing and quality improvement. The conclusion summarizes the key findings, emphasizing the significance of strategic marketing in the fashion industry. The report also contains references for further reading.

Fashion Accessories report

Table of Contents
INTRODUCTION...........................................................................................................................1
1. Relevance and importance of positioning and repositioning for businesses...........................1
2. Positioning map and its influence over result process of brand. Describe map of Gucci and
Primark........................................................................................................................................2
3. Two methods Burberry might uses for attaining repositioning..............................................3
CONCLUSION................................................................................................................................3
REFERENCES................................................................................................................................5

INTRODUCTION
Marketing is seen as the efforts of company for enhancing their brand recognition among
customers. This initiative of company attracts customers towards the company which increases
their sales performance at market place (Cox, 2018). The present report is based on Burberry’s, a
luxury fashion company that is headquarter in England, United Kingdom. It includes description
about different positioning and repositioning for the stated company, positioning map and its
influence over business performance and result process of the company. At last, it describes
about different method through which the company can take advantage of repositioning.
1. Relevance and importance of positioning and repositioning for businesses
According to this case study, it is analysed that the Burberry want to captured the whole
market and boost their product sale in their domestic market as well as the company is focusing
in expanding in international market which helps the organization in expansion and the brand
building. This is most important tool of marketing strategy with respect to Burberry, the
management should uses effective marketing tools for the promotion of new innovative product.
For this the management can use digital technology, social media, mass media for the positioning
of its products in effective ,appropriate manner.
Positioning refers to brand image of the company or an entity which is created among the
audience. As the positioning is very important of every organization same as with Burberry’s and
it play an important and crucial role. Positioning is very helpful for the organization to attain and
attract the large number of audience in a minimum time period. The organisation can practicably
provides and fulfil all the needs as well as requirements and demands of consumers through this
positioning approach, so that the Burberry can attain the sustainable advantage for the market
(Ullah, Harwood and Jamali, 2018). The company do repositioning of their product to attract
more and more customer, in context to company, Burberry's attempts this approach to grab the
attention of more customer for their new product, as they are launching a new as well as wide
range of luxury product along with better accessories.
Repositioning refers to the process of relocation the product in the existing market with
the help of new innovative marketing strategies with the good brand. The repositioning also play
an important for organisation, as it also helps the organization to launch the new product in
exciting market. Same with Burberry's, as it is planning to attract the customer as youth and the
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youngster for their unique and attractive product. The reposition helps the organisation in
creating strong and effective position in market and also helps in creating the good and
profitable brand image of the company in the global market. Repositioning also provides a new
platform and profitable opportunity for a company. This give the Burberry's a good opportunity
to grab its effective and profitable customer and also increase his its sales by targeting the
effective and correct market for its new innovative product (Evren and Kozak, 2018).
Implications for the performance of the business
If the management of the Burberry's effectively use the marketing approach that is
positioning and repositioning, the product will achieve the success in target market. The
Burberry have profitable opportunity by which the company can gain the attention of large
audience base. As Positioning approach helps the company, in attracting and targeting the
profitable customers by social media, digital technology use the marketing manager where as the
Repositioning of new innovative products allows the manager to launch and introduce the
product in existing market (Almonacid, Terret and Verlhac, 2018).
2. Positioning map and its influence over result process of brand. Describe map of Gucci and
Primark
Marketing is an activity that is aimed at building healthy relationship with customers and
attaining satisfaction from them by fulfilling their needs. Positioning and repositioning are
regarded as two of the most effective and crucial elements of marketing. Positioning map is
considered as the graphical representation of the map in which reflects that how existing
products and services are positioned at marketplace. This helps company in deciding where these
products are required to be positioned (Wang and et. al., 2018). With reference to given case
study, it has been analysed that the given company that is Burberry is using digital technology
for positioning its products according to the requirement of customers. It has also been seen that
this company is considering positioning map of its competitor companies that is Gucci and
Primark. Positioning map of these company are stated as below:
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Illustration 1: Positioning Map of Primark and Gucci.
3. Two methods Burberry might uses for attaining repositioning
In the market area Burberry is repositioning its product by fixing its price on the
products. Through which it made the impressive relationship between wholesalers and retailers
which aid in making the pricing strategies. The company is using many tools and techniques by
which they can adopt some ways to positing and locating the goods at right place. According to
the demand of Kris Wu one of the famous celebrity have designed the product in different way in
respect to demand (Kayi-Aydar and Miller, 2018). Due to updated technology and changes in the
market they brought new changes in goods. They promoted leather goods and also promoted
auxiliary. Some of the action plan which was adapted by the organisation which are as follow:-
 The quality improvement in the products of Burberry, which can attract the customer and
provoke them to buy . This is a powerful strategy which can be used by the company.
 Burberry can offer discounts to it customer and to gain loyalty towards their product.
Some weekly schemes which aid to pull the customer towards commodity served by the
company.
CONCLUSION
According to the above described report, it has been concluded that companies belonging
to fashion industry places numerous of efforts for positioning their products at marketplace in
effective manner. For this, they develops different strategies which helps them in executing their
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overall plan at marketplace in right manner. It has also been identified that business organisation
also focuses on repositioning their commodities and services offered at market place according
to the competitors strategies in order to gain competitive advantage for the same. It can be said
that company can repositioning effectively by improving quality of its products and services that
are offered to the customers in effective manner.
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REFERENCES
Books and Journals
Cox, J., 2018. Positioning the academic library within the institution: A literature review. New
Review of Academic Librarianship. 24(3-4). pp.219-243.
Ullah, S., Harwood, I. A. and Jamali, D., 2018. ‘Fatwa repositioning’: the hidden struggle for
Shari’a compliance within Islamic financial institutions. Journal of Business Ethics.
149(4). pp.895-917.
Evren, S. and Kozak, N., 2018. Competitive positioning of winter tourism destinations: A
comparative analysis of demand and supply sides perspectives–Cases from
Turkey. Journal of Destination Marketing & Management. 9. pp.247-257.
Wang, H., and et. al., 2018. CRISPR-mediated programmable 3D genome positioning and
nuclear organization. Cell. 175(5). pp.1405-1417.
Kayi-Aydar, H. and Miller, E. R., 2018. Positioning in classroom discourse studies: A state-of-
the-art review. Classroom Discourse. 9(2). pp.79-94.
Almonacid, M., Terret, M. E. and Verlhac, M. H., 2018, October. Control of nucleus positioning
in mouse oocytes. In Seminars in cell & developmental biology (Vol. 82, pp. 34-40).
Academic Press.
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