Burberry Brand Repositioning Strategy: A Marketing Report

Desklib provides past papers and solved assignments for students. This report analyzes Burberry's repositioning strategy.

Fashion Accessories report UK

TABLE OF CONTENTS
Task..............................................................................................................................................................1
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?.....................................1
2. In the case of Burberry, demonstrate by means of a positioning map, how the positioning of the
brand will change as result of this process. In presenting map, also identify where on the map the
following brands would be located: Gucci and Primark.........................................................................2
3. Provide two methods which brands such as Burberry might use to achieve repositioning.................3
References....................................................................................................................................................5

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?
It is important to position and reposition the organization by the marketer to improve the products and
services brands and to develop the strong base for influencing the new customers. In the present case,
the firm has to position the new products of leather bags for the young generation attraction. For the
firm, positioning is important to bring the high presence and improvement for the consumer. The firm
can influence new audience which will raise the product and service values (Lancaster and Massingham,
2017). Hence, repositioning is also needed for aligning the customer demand for the products and
meeting the expectation as well.
For attracting the marketers, the newer market and product price and quality shall be taken as important
factors. The firm has significant of positioning for investment return optimization and it will also raise
the market coverage. Along with that, the need of positioning also arises for identifying the market trend
so that changes can be implemented to meet the profits to high level. The organization Burberry also can
raise the customer number by managing the quality with price rise to get the sustainability and growth in
business. Hence, for increasing the sales figures, alignment of market trends and promotional
information by the firm is highly in need.
The business also requires market recognition, price improvement, customer retentions and product
quality management. If this step proves to be effective then the business can meet high profits and sales
by which overall branding and customer base will also improve (Park et.al. 2016). Along with that, the
step gives the power to the business to move forward for market development towards the China and
Japan where individuals highly use and attracts towards the lather bags and clothing also. The
progressive move can support in business drive and also raise performances. High reach for the business
can support in promoting the content to the customers with managing proper time and cost.
The foremost benefit to the business is that analysing the trends in the market and capabilities of the
customers, their demand and expectations aligning with the business success. The firm can even add
additional up-markets in the categories of product which drives the business toward the qualitative
products (Villas-Boas, 2018). Hence, success measurement also supports the firm for business
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expansion. The positioning improves the use of existing stores and practices in market while
repositioning aligns other businesses also for scalability.
2. In the case of Burberry, demonstrate by means of a positioning map, how the positioning of the brand
will change as result of this process. In presenting map, also identify where on the map the following
brands would be located: Gucci and Primark
In UK market, the brand positioning will bring positive impact by gaining the competitive edge for the
enterprise. The business can make them positioning through the products that are different and identified
from the competitors (Armstrong et.al. 2015). The firm has big base of customer but there is high
requirement of aligning the changing market perception and demand of customer. The firm can apply
the goods to encourage the brand capabilities and functionalities. However, for position identification in
the market the use of marketing communication can also be done.
The positioning and repositioning procedure can also amend the brand positioning. For instance: the
firm has been giving high quality and high pricing. With this firm can tempt the customer market and
successfully can give them greater quality. In this case, the organization position will move forward to
higher pricing and with maintaining the overall quality also. It is due to the fact of branding benefit to
the business which supports in customer retentions simply in business (Moon and Kamakura, 2017).
Greater pricing can help the business to move ahead from competitor through high return on investment
and branding. On other side, maintaining quality motivates the customer base to assist the business.
Gucci is the brand leader in leather products, majorly in bags and accessories. The firm already has big
customer reach in UK, Japan and rest of the countries. Gucci and Burberry positioning gap reflects that
both the organizations is not much away in competition scenario. Due to this, competitive comparison in
products and market positioning is important. On next side, the firm also faces rivalry with Primark on
terms of quality and low costs items.
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Figure 1: Positioning mapping
3. Provide two methods which brands such as Burberry might use to achieve repositioning
Brand identification: The Burberry can take brand identification approach by which they require to
apply several influencing ways to recognise their market identity and brand in the market. Burberry
needs to collect all the brands elements and then develop the brand in such manner that highly tempts
the customers (Elbedweihy et.al. 2016). To depict the positive brand of Burberry in eyes of customers
they require doing strategy differentiation and service quality by their competitors so as to influence the
targeted audience for the latest service offered by Burberry. The designing of brand is also to be done to
shaping the brand essentially. This method will be supportive to meet the high market competition
advantages along with giving better customer experience.
Customer involvement: Burberry can also consider the customer involvement approach to meet the
brand value repositioning in the market. By using this approach, the firm can usefully interact with the
stakeholder like customers through social media channels or others. It will directly impact on the
customer experience as good interaction will give better experience to customers. The application of
online and offline channels both can be done to engage the customers as in detail information of the
services and products can be given to customers those results into purchases (Zhang et.al. 2015).
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Through the support of social media websites or blogs, the firm can share and interact with targeted
customers by which base of customers will be raised of Burberry. It will also help in repositioning of the
brand in the high competitive environment to increase the business sales and profits along with.
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References
Books and Journals
 Armstrong, G., Kotler, P., Buchwitz, L.A., Trifts, V. and Gaudet, D., 2015. Marketing: an
introduction.
 Elbedweihy, A.M., Jayawardhena, C., Elsharnouby, M.H. and Elsharnouby, T.H., 2016.
Customer relationship building: The role of brand attractiveness and consumer–brand
identification. Journal of Business Research, 69(8), pp.2901-2910.
 Lancaster, G. and Massingham, L., 2017. Markets and customers: market boundaries; target
marketing. In Essentials of Marketing Management (pp. 70-101). Routledge.
 Moon, S. and Kamakura, W.A., 2017. A picture is worth a thousand words: Translating product
reviews into a product positioning map. International Journal of Research in Marketing, 34(1),
pp.265-285.
 Park, C.W., MacInnis, D.J. and Eisingerich, A.B., 2016. Brand admiration: Building a business
people love. John Wiley & Sons.
 Villas-Boas, J.M., 2018. A Dynamic Model of Repositioning. Marketing Science, 37(2), pp.279-
293.
 Zhang, X., Zhong, W. and Makino, S., 2015. Customer involvement and service firm
internationalization performance: An integrative framework. Journal of International Business
Studies, 46(3), pp.355-380.
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