Burberry's Brand Repositioning Strategy: A Marketing Report

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Marketing
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Contents
Introduction......................................................................................................................................3
Assignment 2...................................................................................................................................4
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? (40%)..............................................4
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 (30%).....................................6
3. Provide two methods which brands such as Burberry might use to achieve repositioning.
(30%)............................................................................................................................................8
Conclusion.......................................................................................................................................9
References......................................................................................................................................10
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Introduction
Marketing is an important function for the organizations as it can reduce or increase the ratio of
sales of their products. Marketing activities are important for making better awareness of a
product. There are some important marketing factors which would be described in the below
report. There will be a group presentation also in which the important marketing factors will be
described. The below presentation will become important to understand about marketing
strategies of a particular organization.
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Assignment 2
Individual Assignment
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? (40%)
As per the available case study, it can be recognized that the recently appointed CEO of Burberry
Macro Gobbetti decided to enter into new marketplaces. The CEO has taken this decision to
increase the overall profitability of their organization. The management of Burberry also trying
to reposition them in the luxury sector by increasing their price and managing the sales process
between their retailers and wholesalers. Burberry also decided to produce the products which are
made by lather. They also are trying to make accessories for developing a better consumer base.
They are using the positioning and repositioning strategies for getting some high profile
consumers in their customer base. The practices like product positioning and repositioning are
becoming essential for Burberry. By using the brand positioning and repositioning strategies the
marketing team of Burberry can provide a positive impact on their product in the current
marketplaces. They are trying to maintaining their product quality in comparison with their
competitors like LVMH, Mulberry and the other competitors.
By using the product positioning strategy, the marketing team of this organization can decide a
better strategy for presenting their products in front of the consumers and their competitors. They
can also found their target consumers for selling their products. The positioning process of
Burberry could be based on the needs and demands of their customers. An effective product re-
positioning process can help them to regulate their massages in front of the consumers. The
marketing team of the respective organization is trying to apply a better marketing repositioning
strategy to know about the needs and demands of their customers (Wang, 2016).
On the other side, the organization can develop some new products at the replacement of some
products by using effective repositioning strategies. In this process, they can change the overall
position of their product. They have recently launched a go-to-market model for making a better
product awareness in the recent marketplaces. They also changed the logo of the brand for
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creating freshness in their products. The organization opened its 19 recent stores in Asia and
Pacific America (Hsu, et. al., 2016).
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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 result of this process. In presenting map, also identify where on
the map the following brands would be located: Gucci and Primark (30%).
The brand positioning map of Burberry determines them about the brand achievements in the
running marketplaces. It also explains the strategies that can be implemented by Burberry while
presenting their products in the markets. As per the positioning process, they can identify the
important features which they can apply in their production process. It is a very important factor
for Burberry and majorly the process of positioning can increase the market reputation of
Burberry. The marketers of Burberry are trying to develop a better brand position for the
products of Burberry. They are also using better competitive strategies according to the position
map of their organization. The brand positioning process of Burberry PLC could be understood
by the following brand positioning map of respective organization:
Higher price
Low-quality High quality
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Low price
As per the product positioning map, the position of different brands can be recognized. The
position map explaining that different retailers are charging a different amount for their products.
The poisoning map of Burberry is providing knowledge about their market position. As per the
above brand positioning map, it can be identified that Burberry is strongly standing at the global
market situation. Burberry is providing high-quality products to its consumers at a low price. As
per the map, Gucci is providing low-quality products at a higher price level. The other
organization Primark is facing a critical situation as they are providing low-quality products at a
low price. So, it can be said that in comparison of the other brands Burberry is standing at a
stronger position (Shcherbak and Marchenko, 2016).
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3. Provide two methods which brands such as Burberry might use to achieve repositioning.
(30%).
For making an attractive presentation of a product Burberry can use several of brand
repositioning strategies. They are providing high-quality products at a low price and it is a
positive stage for them. The repositioning techniques that can be used by them are:
Real repositioning: As per this repositioning strategy the respective organization can re-create
their products according to the needs and demands of their consumers. In this technique, the
organization uses to destroy their products which are not performing well at the current
marketplaces and not attracting the target audiences. The management team of Burberry can use
this technique and destroy all the previous products for replacing them with a new one. The
process is called real repositioning of a product. The technique could become helpful for them as
the consumer always want to purchase new products and services. By using the product
repositioning methods Burberry can enlarge their productivity and profitability (Zhang, et. al.,
2016).
Psychological repositioning: This technique can be used by Burberry for creating a better
image of their brand in front of their consumers. In this repositioning process, the organization
tries to put all their efforts to create an attractive brand image of their products. This process can
be used for managing a better brand image according to the needs and demands of a consumer.
In the process of psychological repositioning, the organization tries to make a positive belief of
its brand in the consumer's mind. This strategy can increase the positive image of the Burberry
brand in the global market. By using this brand repositioning strategy Burberry can positively
influence people towards their products and they can positively make awareness about their
products. The positive image of their brand can be used by the respective organization to attract
their consumers towards them. So, it can become helpful for Burberry to using the psychological
repositioning strategy for making the attractive brand image of their products (Moon and
Kamakura, 2017).
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Conclusion
The above report explained about the brand positioning and repositioning strategies of Burberry
PLC. The organization is trying to increase its services into the new marketplaces. According to
the above report, it can recognize that the respective organization is trying to maintain a better
position by providing high-quality products to its customers.
In the above report, the brand position of Burberry was also explained. The organization is
standing in a strong position by providing high-quality products to their consumers. The report
could become helpful for understanding the importance of product positioning and repositioning.
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References
Hsu, L., Fournier, S. and Srinivasan, S., 2016. Brand architecture strategy and firm value: how
leveraging, separating, and distancing the corporate brand affects risk and returns. Journal of the
Academy of Marketing Science, 44(2), pp.261-280.
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.
Shcherbak, V.G., and Marchenko, S.M., 2016. Formation and development of brand equity of
higher education institution. Актуальні проблеми економіки, (6), pp.213-221.
Wang, H.J., 2016. Green brand positioning in the online environment. International Journal of
Communication, 10, p.23.
Zhang, C., Lin, Y.H. and Newman, D.G., 2016. Investigating the effectiveness of repositioning
strategies: The customers’ perspective. Journal of Travel & Tourism Marketing, 33(9), pp.1235-
1250.
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