Burberry: Analysis of Positioning and Repositioning Strategies Report

This report provides an in-depth analysis of Burberry's marketing strategies, focusing on the concepts of positioning and repositioning within the competitive luxury fashion market. It explores the significance of these strategies in shaping consumer perception and brand value. The report examines the importance of positioning and repositioning, the use of positioning maps to visualize market dynamics, and various methods of repositioning, such as quality or pricing positioning, product category positioning, and competitor-based positioning. The study also discusses the implications of these strategies on Burberry's performance, including branding and sales. The report concludes by emphasizing the vital role of positioning in marketing success. The report also includes a positioning map to visually represent the market position of Burberry and its competitors, like Gucci and Primark. The report is based on the analysis of academic sources and online materials.

Principles of marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK ..............................................................................................................................................1
1.Importance of positioning and repositioning...........................................................................1
2. Positioning map.......................................................................................................................2
..........................................................................................................................................................2
3. Methods of repositioning......................................................................................................3
CONCLUSION ...............................................................................................................................3
REFERENCES................................................................................................................................4

INTRODUCTION
Marketing is the activity that is followed by the company to promote its goods and
services in the market. It includes activities such as advertising, direct mailing, online marketing
etc.
Present study will be based on Burberry company as it is the fashion house that serves the
variety of products like ready to wear outfit, fashion accessories, sunglasses and cosmetics etc.
Its headquarter was situated in United Kingdom. It is listed under the London Stock Exchange.
Report will include importance of positioning and repositioning. It will also include
positioning map and the different methods of repositioning(Baker, 2016).
TASK
1.Importance of positioning and repositioning
Positioning is the concept that provides business a platform from where company can
provide the knowledge of the product in the customers mind. Positioning is the important part of
marketing plan for the marketer. Positioning strategy used by the Burberry is to increase the
price and quality to the consumers so that more customers are attracted towards Burberry.
Positioning can be done by understanding the customer needs. Burberry for increasing the
positioning introduces the mobile app that allow digital access to the products. As mulberry is
the competitor of the Burberry it uses the strategy through it want come in the higher position in
luxury products. But Burberry dose not want to make mistake to lose the younger buyers that are
important in present scenario. Satisfying the needs of younger generation helps positioning of
product in the market. Positioning of the market depends on the purchasing power of the
consumer. As consumer is the king of the present market so company have make products that
satisfy their needs and wants. By targeting the particular group also helps in positioning of the
product in the market(Brackett and Carr II, 2015).
Repositioning refers to the changing in the strategy of positioning the product in the
market. Repositioning is done by the company to change the brand position in the market. It is
done to satisfy the needs and wants of the consumers. Burberry starts repositioning in the luxury
sector by increasing the price and quality. Positioning can be done in several ways such as
competitor positioning, price and quality positioning etc. repositioning is done after certain
interval of time by the companies. If in the market the brand of the product is common and
consumer wants some new product then repositioning will be done(Kenny and Dyson, 2016 ).
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Implications of positioning and repositioning
After using the strategy of positioning and repositioning Burberry's performance is
increasing and the product quality also increases by the positioning of the product. Positioning
helps in improving the branding strategy that the company uses it earlier. The performance of the
company gets affected from the positioning technique of marketing. From the positioning and
repositioning strategy it can be concluded that by implementing these strategies in the company
helps in improving the performance(Kenny and Dyson, 2016).
2. Positioning map
Positioning map is the diagram that indicate the position of the price and quality of the
product in the market. It shows the position of the product in the market. Through positioning
map firm can fulfil the gap in the market. In positioning map firm can have two options first is
that if the firm position the product then the market gap is fulfilled and if the firm want to
compete with the competitors then it will have to position the product with the existing product.
Positioning helps the product to put it into the right category at the right place and at the right
position. Positioning map help the firm to increase its brand position in the market and to fill the
gap in the market between the firm and its competitor. In positioning the product this map helps
the firm to build the good brand positioning in the market(Weber, 2016).
Above positioning map represent the position of Gucci and Primark. As the map shows the two
different axis one is the x-axis and the another is the y-axis. The x-axis denotes the price and the
y-axis denotes the quality of the product in the market. As Gucci and Primark are two known
brands in the market so in the map both company's product lie in the first quadrant that is of high
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quality and high price. This map is useful for the marketer to show the position of the product in
the market(Zhu and Wie, 2015).
3. Methods of repositioning
There are three methods of repositioning as follows:
 Quality or pricing positioning: This strategy of positioning is followed by the Burberry
company. As by setting a balance between price and quality is the most important task for
positioning the product in the market. Price is set according to the quality of the product.
Burberry uses this strategy to achieve repositioning in the market. Positioning is the technique
through which customer get attracted towards the product(Kladou and Mavragani, 2015).
 Product category positioning:This refers to the strategy in which product is divided into
different categories and sell in the market. Products are arranged on the basis of some
category in the market. Through product category company can deliver the best product
to its customer(Lai, and Hitchcock, 2015).
 Competitor based positioning: The company have to do the positioning of the product
by comparison with the competitors in the market. The competitor is threat for every firm
to positioning the product in the market. Burberry's competitor is Mulberry that also
provide luxury product to the customers. So Burberry have to positioning its marketing
by seeing the competition in the market(What is positioning and why it is important,
2014).
CONCLUSION
From the above study it can be concluded that positioning plays a vital role in the market
for the marketer. Positioning helps in the increasing sales of product in the market. Positioning
also has some different strategies that the marketer use for positioning of the product.
Repositioning and positioning are the two strategies that every firm have to follow in the
company to get success in the market. Positioning map also helps in providing position to the
product in the market. It comprises price and quality the positioning map. From the above study
it can be observed that positioning is important for every business.
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REFERENCES
Books and Journals
Baker, M.J., 2016. What is marketing?. In The Marketing Book(pp. 25-42). Routledge.
Brackett, L. and Carr II, B.N., 2015. Sustainability marketing: US hotels vs. international hotel
chains. World Journal of Entrepreneurship, Management and Sustainable Development. 11(1).
pp.32-36.
Kenny, B. and Dyson, K., 2016. Marketing in small businesses. Routledge.
Kladou, S. and Mavragani, E., 2015. Assessing destination image: An online marketing approach
and the case of TripAdvisor. Journal of Destination Marketing & Management. 4(3). pp.187-
193.
Lai, I.K.W. and Hitchcock, M., 2015. Importance–performance analysis in tourism: A
framework for researchers. Tourism Management. 48, pp.242-267.
Weber, A.M., 2016. A qualitative examination of role definition, organizational positioning, and
job qualifications of Title IX coordinators (Doctoral dissertation, University of Missouri—
Columbia).
Zhu, Y. and Wie, X.U., 2015. Research on Definition and Positioning of Elector nic Medical
Records in China. Journal of Medical Informatics. (6).pp.2-6.
Online
What is positioning and why it is important.2014.[Online].Available
through<https://www.messagesthatmatter.com/what-is-positioning-and-why-is-it-important/>
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