Brand Positioning of Lifebouy

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Assignment for Brand Management (MKT-427)

Assignment on Positioning Strategy of Cosmetic Product in Bangladesh Market

Prepared for Mohammad Nazmul Huq Assistant Professor Faculty of Business Studies

Prepared by Shafaat Khan ID: 030 10 123 Program: BBA Batch/Sec: 35(MKT)

Date of Submission: February 26, 2011

STAMFORD UNIVERSITY BANGLADESH

Table of Content 1. Brand Positioning………………………………………………………………………..01 2. Target Market…………………………………………………………………………….02 3. About Lifebuoy…………………………………………………………………………..04 3.1 A catalyst for discovery: The Industrial Revolution………………………04

4. Current Campaign………………………………………………………………………..05 4.1 Global Handwahsing Day Coverage………………………………………05

5. Social Mission……………………………………………………………………………06 5.1 5.2 Lifebuoy’s Work……………………………………………………………06 Local Interventions…………………………………………………………06

6. Soaps of Lifebuoy………………………………………………………………………..07 7. Lifebuoy in Bangladesh………………………………………………………………….08 7.1 Unique Protection…………………………………………………………..09

8. Market Segmentation of Lifebuoy in Bangladesh……………………………………….10 9. Target Market of Lifebuoy in Bangladesh……………………………………………….11 10. Product Positioning of Lifebuoy in Bangladesh…………………………………………12 11. Using Marketing Tools of Lifebuoy in Bangladesh……………………………………..13 11.1 11.2 11.3 11.4 Product………………………………………………………………………13 Price…………………………………………………………………………13 Place…………………………………………………………………………13 Promotion……………………………………………………………………14

12. Positioning Strategy of Lifebuoy………………………………………………………...15 13. Market Geographic Strategy of Lifebuoy………………………………………………..16 14. Promotional Strategy of Lifebuoy……………………………………………………….17 14.1 Consumer Sales Promotion Techniques……………………………………18

Brand Positioning Brand Positioning is at the heart of marketing strategy. It is the “act of designing the company’s offer and image is that it occupies a distinct and valued place in the target customer’s minds.” Positioning is something (perception) that happens in the minds of the target market. It is the aggregate perception the market has of a particular company, product or service in relation to their perceptions of the competitors in the same category. It will happen whether or not a company's management is proactive, reactive or passive about the on-going process of evolving a position. But a company can positively influence the perceptions through enlightened strategic actions. According to the CBBE model, deciding on a positioning requires determining a frame of reference (by identifying the target market and the nature of competition) and the ideal points of parity and points of difference brand associations. In other words, marketers need to know (1) who the target customer is, (2) who the main competitors are, (3) how the brand is similar to these competitors, and (4) how the brand is different from them.

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Target Market Identifying the consumer is important because different consumers may have different brand knowledge structures and thus different perceptions and preferences for the brand. Without this understanding, it may be difficult for marketers to say which brand associations should be strongly held, favorable and unique. A market is the set of all actual and potential buyers who have sufficient interest in, income for and access to a product. Market segmentation divides the market into distinct groups of homogeneous consumers who have similar needs and consumer behavior and who thus require similar marketing mixes. Marketing segmentation requires making tradeoffs between costs and benefits. The more finely segmented the market, the more likely that the firm will be able to implement marketing programs that meet the needs of consumers in any one segment. That advantage, however, can be offset by the greater costs of reduced standardization. Segmentation Bases There are some possible segmentation bases for consumer and industrial markets, respectively. It can classify these bases as descriptive or customer-oriented...
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