Scribd
Upload
8 views5 pages

Consumer Behaviour Assignment

Uploaded by

abidalich1000
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
8 views5 pages

Consumer Behaviour Assignment

Uploaded by

abidalich1000
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
You are on page 1/ 5

Assignment no 1

Submmited to --------------------mam muqadas

Submitted by--------------------aqsa shabbir

Roll no -----------------------------21106

Date --------------------------------16jan,2024

Session------------------------------(2021-2025)

Topic-----------------------product positioing

Department of managment sciences

University of
jhang
Product positioning is a strategic exercise that defines
where your product or service fits in the marketplace and
why it is better than alternative solutions. The goal is to distill
who your audience is, what they need, and how
your product can uniquely help. Product positioning is the
basis of your marketing story.

Local Consumer Culture Positioning (LCCP)

A company’s decision to adapt a local culture to position its


brand in a given market [Local Consumer Culture Positioning
(LCCP)] or to go for acculturation, which implies bringing in
some elements of a foreign culture into the host country,
[using Foreign Consumer Culture Positioning (FCCP) or Global
Consumer Culture Positioning (GCCP)] may be guided by the
type of International Orientation of the company. For
example a company like Dabur, having a very strong
ethnocentric orientation with its core competence enshrined
in its product formulations that make use of Ayurvedic
formulations and traditional products of Indian origin, would
invariably use the concept of foreign consumer culture
positioning to establish itself in a foreign market. On the
other hand a company like Hindustan Unilever Ltd. or any
other company with a polycentric orientation or regiocentric
orientation adapts its products, marketing communication
and marketing strategy according to the requirement of the
specific country into which they enter. Such multi-domestic
companies try to imbibe elements of local culture into the
product that they sell and into the communication that they
use to promote and sell their products. Such companies
make use of Local Consumer Culture Positioning for their
product in each of the host country in which they operate.
Companies with a geocentric orientation that consider the
entire world as a single market make an attempt to figure out
some cultural elements that have a global appeal and rope in
such global cultural elements for chalking out a standardized
marketing strategy to be used across the world.

Some examples of brands that have successfully used local


cultural elements in brand positioning are Cadbury’s, Maggi
(2 minutes Noodles & Maggi Atta Noodles), ICICI Prudential,
Colgate (Toothpowder, Herbal Toothpaste & Active Salt
Toothpaste), Mcdonald’s, Pizza Hut, Pillsbury (Chakki Fresh
Atta), Idea etc. Similarly some examples of brands that have
used local cultural elements in brand positioning are Amul,
Dhara, Vicco, Bajaj, Shalimar Coconut Oil, etc

National level product positioning:-


Coca-Cola: Coke is it!
Coca-Cola is arguably one of the most successful brands in
history. Its brand positioning statement example places the
consumer’s experience at the heart of its marketing strategy
by focusing on the refreshing nature and quality of a Coca-
Cola beverage. Though its slogan has changed throughout
the years, the core of its marketing is to be focused on
refreshment and quality.

The “Coke is it!” slogan of the late 1980s featured ice-cold


Cokes being opened, poured over ice, or filling ice chests to
the brim, always accompanied by a happy, smiling person
consuming a Coke. The classic Coca-Cola polar bears are
another example of how the brand focuses on refreshment
and quality. The polar bears drink Coca-Cola surrounded by
the cold, crisp ice of the Arctic in a nod to refreshment, and
they share Cokes with their children underscoring the
wholesomeness of the product they sell. Not to mention how
the bright red product labeling stands out against the nearly
all-white surroundings.

While always leaning into a quality and refreshment focus


with its brand strategy, the result of frequently changing tag
lines and its marketing is a nimble brand that is always
encouraging consumers to remain loyal

International product positioning:-

Positioning of Samsung

Samsung’s positioning strategies are three-fold, namely;

 Multi-segment positioning,
 Imitative positioning, and
 Anticipatory positioning.

With Multi-segment positioning, Samsung is able to target


multiple segments at once. They do this by providing
different products and services that will meet the needs of
each target group. These needs do include not only the
available features and functions of the products but also the
pricing. Samsung is able to provide mobile devices that
appeal to the budget constraints of target audiences.

Samsung also adopts an Imitative positioning stance where


the company adapts its products to mimic those products of
other successful brands. For example, Samsung products like
the Galaxy series offer features that are similar to Apple
iPhone. The design appears similar to the iPhone. You also
have functions that are more or less the same. Samsung even
adopts a similar marketing strategy as Apple rather than
coming up with a completely different approach to marketing
its products.

The Anticipatory positioning strategy of Samsung is one


where they initially develop low turnover products. However,
Samsung with Anticipatory positioning, expects that their low
turnover products will eventually become high turnover
products in the foreseeable future.

You might also like

pFad - Phonifier reborn

Pfad - The Proxy pFad of © 2024 Garber Painting. All rights reserved.

Note: This service is not intended for secure transactions such as banking, social media, email, or purchasing. Use at your own risk. We assume no liability whatsoever for broken pages.


Alternative Proxies:

Alternative Proxy

pFad Proxy

pFad v3 Proxy

pFad v4 Proxy