Marketing Case Study Analysis: Burberry Brand Repositioning Strategies

This case study analyzes Burberry's marketing challenges and strategies, focusing on the importance of positioning and repositioning for marketers. It examines how Burberry intends to move up-market, exploring the implications for the business's performance. The analysis includes a positioning map illustrating Burberry's brand positioning relative to competitors like Gucci and Primark. The study also details methods Burberry might use to achieve its repositioning goals, such as leveraging digital platforms and focusing on luxury accessories. The case study highlights the significance of understanding customer needs, competitive pressures, and effective communication channels in the luxury fashion market. The provided solution showcases a clear understanding of marketing principles and their application within a real-world business context.

Individual Case Study
Analysis

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Importance of repositioning and positioning to marketers.........................................................1
Positioning map...........................................................................................................................2
Methods used by Burberry to reposition.....................................................................................4
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Marketing is referred to as an effective tool which in turn helps is promoting the products
and services which mainly consist of advertising and promoting. Burberry is one of the top
leading luxury fashion brand which was founded in the year 1856 by Thomas Burberry. This
company mainly deals in perfumes, clothing, accessories and cosmetics.
MAIN BODY
Importance of repositioning and positioning to marketers.
Positioning helps in conveying to consumers why the particular products or services
should be preferred over various other competitive company (Taylor, 2019). It helps marketers in
determining the competitive pressure by effectively considering various positioning elements
associated with the marketing plans. Positioning of the products and services helps in evaluating
how to effectively communicate various attributes of the products and services to the target
customers by effectively evaluating competitive pressure, customer needs and proper
communication channels (Trivellas and et.al., 2017). The key importance and relevance of the
positioning is largely associated with conveying of value added, differentiated products and
services. This can be done effectively targeting audience and analysing the needs of the
customers. Positioning is very useful for marketers in effectively crafting key messages in order
to attract various customers. Positioning is considered to be one of the crucial tool as it helps in
weighing competitive pressures by critically distinguishing the company products and services
from its rivalry competitors (Lancaster and Massingham, 2017). Positioning of positioning to the
marketers is that, it helps in making the entire company market oriented which in turn helps in
coping up with the market change (The Importance of Product Positioning to the Marketing
Plan, 2019). The key relevance of positioning to marketers is that, it helps in effectively meeting
expectations of buyers and effectively designing a promotional strategy. It tends to focus on
meeting expectations of the buyers and winning interest and attention of the consumers.
Repositioning is considered to be very useful which in turn helps in shifting the market
perception in order to make the offering appealing to wide swath of the market (Millington and
Ntounis, 2017). It is very useful in providing the revised brand promise in order to attain higher
market share and customer base for the business. It helps marketers to change the customer
perception towards the particular products and services (Roy, 2019). The key relevance
associated with the repositioning is that, it helps in changing the status of the brand in particular
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market place. It helps in keeping up with the needs and wants of the customer s in order to
sustain in the market for the long run.
Positioning and repositioning will help Burberry business to attract large number of
customers from across the globe. It helps in effectively evaluating the needs and want of the high
end customers (BORSBOOM, CASE and LAWSON, 2018). It also helps in delivering
customized products and services. It will help in eliminating redistributing pressures and also
helps in critically examining the strategies of the key competitors in order to sustain for the long
term in the market.
Positioning map
Positioning map is referred to as an effective tool which in turn helps in developing the
market positioning strategy for the specific products and services. It helps in showing where the
existing set of products have been positioned in the market (Millington and Ntounis, 2017). This
helps company in critically evaluating where to position the product and services offered by the
company.
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Gucci has been positioned to be as one of the top luxury brand who mainly targets high
end customers from across the globe. It offers wide range of goods like clothes, accessories,
perfumes, cosmetics at a prestige price (Straker and Wrigley, 2016). Gucci tends to have
positioned their products and services over the mass market. It tends to target high status, high
income and middle aged businessman. Burberry is one of the top luxury brand which tends to
focus on providing wide range of exclusive products and services such as trench coats, outerwear
clothes, fragrance, fashion accessories, cosmetics and sunglasses at a very prestigious price
(Dawoud, 2019). Primark is one of the British owned fashion retailer company who has mass
market across the globe and the products and services offered are considered to be much
affordable by the end customers.
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Methods used by Burberry to reposition.
Burberry should focus on complying with the online digital platforms ion order to
effectively reach large number of customers from across the globe. Burberry tends to focus on
leveraging the digital reach in order to make it convenient for the customers to buy products
online (BORSBOOM, CASE and LAWSON, 2018). In order to reposition the products and
services, the marketer of the Burberry tends to shift its focus on augmented reality fashion app
known as ARKit function. This in turn helps in overlaying digital illustrations on the products by
exporting images through social media. Burberry tends to focus on digital innovation in order to
maintaining effective position in the market. This in turn leads to higher sustainable growth and
productivity of the business. Delivering goods and services online will help Burberry in targeting
large number of customers from across the globe.
Burberry will focus on repositioning the brand by creating new luxury leather accessories
and goods in order to attract high end customers (Zozulya, and et.al., 2015). Burberry accessories
tend to represent approx 37% of the total revenue group. This leads to increase in sales. Burberry
will focus on repositioning itself in the luxury sector by effectively increasing the price and scale
back sales to lower end wholesalers and retailers. The key strategy is to focus on developing and
making leather good products in order to attract large number of high end customers from across
the globe.
CONCLUSION
From the conducted study it has been evaluated that, the positioning is largely associated
with conveying of value added, differentiated products and services to the customers.
Repositioning is useful in changing the customer perception towards the particular products and
services.
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REFERENCES
Books and Journals
BORSBOOM, L., CASE, B. and LAWSON, N., 2018. BURBERRY JOUSTING FOR
REDEMPTION. LBMG Corporate Brand Management and Reputation-Masters Case
Series.
Dawoud, D., 2019. Reinventing High-End Retail in the Age of The Digital: A Case Study on
Luxury Retailer Burberry.
Lancaster, G. and Massingham, L., 2017. Markets and customers: Market boundaries; target
marketing. In Essentials of Marketing Management (pp. 60-91). Routledge.
Millington, S. and Ntounis, N., 2017. Repositioning the high street: evidence and reflection from
the UK. Journal of Place Management and Development. 10(4). pp.364-379.
Roy, A., 2019. Studying positioning and repositioning of brands using multidimensional
scaling. Journal of Education for Business, pp.1-6.
Straker, K. and Wrigley, C., 2016. Emotionally engaging customers in the digital age: the case
study of “Burberry love”. Journal of Fashion Marketing and Management.20(3). pp.276-
299.
Taylor, M., 2019. Evidence Based Marketing: Using Principles from the Profit Impact of Market
Strategies (PIMS) Project by Benchmarking UK Firms and Global Sportswear
Manufacturers (GSMs) Marketing Expenditure (Nike, adidas, VF Corp, Under Armour,
Puma, Anta and BasicNet SpA). www. thecasecentre. org, (CASE-).
Trivellas, P and et.al., 2017. Sustainability, social marketing and host attitudes about Tourism in
the city of Larissa. In Strategic Innovative Marketing (pp. 89-95). Springer, Cham.
Zozulya, D and et.al., 2015. Burberry Group PLC.
Online
The Importance of Product Positioning to the Marketing Plan. 2019. [ONLINE]. Available
through:<https://smallbusiness.chron.com/importance-product-positioning-marketing-plan-
24275.html>
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