Analyzing Burberry's Marketing Strategies: A Case Study

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INDIVIDUAL ASSIGNMENT

Table of Contents
INTRODUCTION...........................................................................................................................................3
TASK............................................................................................................................................................3
CONCLUSION...........................................................................................................................................6
REFERENCES............................................................................................................................................7

INTRODUCTION
Burberry is one of the most famous fashion industry which was established in the year of
1856 and it is situated in London, UK. The company mainly focuses on developing trench coats,
ready to wear accessories, cosmetics and sunglasses which are purchase by number of customers.
The main purpose of this report is to analyzing the importance and relevancy of repositioning
and positioning of business to the marketers and how to positioning such brands in the market
place.
TASK
1). Explain importance and relevance of positioning and repositioning for marketers
According to the case study, Burberry is the most popular brand which attracts large
number of customers from all over the world. They have wide amount of profitable resources
and there are various strategies which are used by company. Despite from this, Burberry face
marketing challenges where they does not understand new customers’ needs and demands as per
this result they are not satisfy them. In order to sustain the growth and positioning of market,
New CEO Christopher Balley has decided to make proper changes in their current marketing
strategies. This will help an organization to carry out changes in market policies, luxury sector
and global areas. Product positioning is important for an organization because this will assist in
developing an image of their products in the mind of buyers. This is highlighting the benefits of
firm’s products in the market so they can easily gain attention of new customers. Positioning and
repositioning is different but it is essential for marketers because this will assist in attract number
of buyers towards their brands (Sundus and Sarfaraz, 2014). As per the report described,
Burberry reposition their brands itself firmly within the luxury sector which extending its rate.
This will create new luxury leather accessories and products which gain attention of new
customers. Along with this, Positioning is important for marketers because it is used for
evaluating their customers’ needs and wants regarding new products. On the other hand, product
repositioning is changing the entire position of Burberry’s brand and changes the target market
area. In certain cases, product repositioning can exist with product improvement. The main goal
of repositioning of brand is to make improvement and deal with related major competition.

There are various implications for the performance of business when they are positioning
and repositioning of brands in the market. Burberry Company mainly target large number of
customers with positioning of their demanding products in the market. With this, they are
analyzing their customer’s wants and conduct competitor analysis to eliminate issues. On the
basis of their customer’s feedback and response, they are reaching with their final conclusion
where to position the brand. They are taken appropriate action which assists an organization in
order to reach with all customers’ needs and requirements in better manner through correct
positioning of products. Positioning is that move which provide success to an organization and
maintain business performance in the market place.
2). How positioning of brand will change
Positioning map is present the perceptions of the customers which are also known as
perceptual maps. This will show where marketer has positioned their brand or products in the
market place so that company is able to make decision where they would like to take position of
products (ALFRED, 2012). As per the report, Burberry strategy are moving the brand with more
upscale with another designer brands such as Mulberry, LVMH’s Celine and Givenchy. They do
not understand the actual requirement of market so they are facing challenge in US market in
order to create upscale. The perceptual maps demonstrate the differentiation among various types
of goods in the customers mind so they can offer required products as per their want for satisfy
them. As per the case study, positioning map interprets the ideal point which changes the results
in the process where Burberry accessories present 37% in the total group of income along with
increasing in sales ratio.

Figure 1Positioning map, 2019
As per the above image, it can be interpreted that, Gucci is located as a high end image in
the map which is develop with two pillars and it is one of the most luxury brands which are seen
as heritage and craftsmanship. This is that brand which differentiates the brand with their major
rivals in each manner. Gucci brand communication was determined as bold, controversial style
and stylish among all of them. On the other hand, Primark is one of the famous brands among
middle class people. Its products are available at lower price which can easily affordable for all
standards of people. In positioning map, Primark is located at low price and low quality which
denote that it is reasonable at cost and most selling brand among customers.
3). Provide two methods which brands used to achieve repositioning
There are two methods which are used by Burberry in order to achieving repositioning of
brands in the market area. Such are described as follows:
Consumer engagement – There are various people who are involved with brand. By this, they
feel they are belonging to them (Karolina, Andresa, 2012). For this, an organization needs to
customize their products which are fulfilling all customers’ needs and requirements. Burberry is

the luxury brand company which seen that their sales ratio is decrease so they can grab an
opportunity to work with changes in their products features or design as per the demand of users.
This will assist in enhancing their growth and development level.
 Identity – It is one of the major factors of developing brand by an organization. The
brand is famous by its slogan, logo, scheme, materials and employees. All the things of
company are link together and offer them unique identities which are understand by
buyers.
CONCLUSION
According to the above mentioned assignment, it can be analyzed that an organization
needs to target their customers where they are position their brand in the market. With the help of
positioning method, an organization can taken necessary implications which help them in
reaching with desired consumers of goods. Along with this, positioning map assist company in
analyzing where they are positioned their new brand in the large market area.

REFERENCES
Karolina, J., Andresa, I., 2012. “The strategic importance of brand positioning in the place brand
concept: elements, structure and application capabilities”, Journal of International Studies, Vol.
5, No 1, 2012, pp. 9-19.
ALFRED, JM E., 2012. Branding and Brand Positioning: A Conceptual Conflict Perspective in
Product and Corporate Strategies, Scientific Research Journal (SCIRJ), Volume 2, Issue 1.
Sundus, N., Sarfaraz, R., 2014. Effect of Rebranding and Repositioning On Brand Equity
Considering Brand Loyalty as a Mediating Variable, Journal of Business and Management
(IOSR-JBM), Volume 16, Issue 1. Ver. VII (Feb. 2014), PP 58-63
ONLINE
Marketing study guide, 2019. Benefits of product repositioning. [Online]. Marketing study guide.
Available at: <https://www.marketingstudyguide.com/benefits-product-repositioning/>.
[Accessed: 28th June 2019].
The Cult Branding Company, 2015. How to Create Strong Brand Positioning in
Your Market. [Online]. The Cult Branding Company. Available at:
<https://cultbranding.com/ceo/create-strong-brand-positioning-strategy/>. [Accessed: 28th June
2019].