MARKETTING MANAGEMENT

“POSITIONING”

PROJECT REPORT

SUBMUTTED BY:

SUMI MURUGAN P K

ROLL NO: 52
2nd Trimester

SUBMITTED TO:

Dr. JABIR MOOSA

MBA DEPARTMENT
MES College of engineering

MALAPPURAM DT, KERALA

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 TABLE OF CONTENTS

CHAPTER TITLE PAGE NO.

1 INTRODUCTION 3

2 COMPANY PROFILE 10

3 RESERCH METHODOLOGY 13

4 DATA ANALIYSIS &INTERPRETATION 14

5 FINDING, SUGGESTION 22
&CONCLUSION
BIBLOGRAPHY 24

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 CHAPTER-1
INTRODUCTION

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 INTRODUCTION

Brand positioning refers to “target consumer’s” reason to buy brand in preferences to

others. It is a very grateful method in the marketing arena. it is ensures that all brand activity has
a common aim; is guided, directed and delivered by the brand’s benefits to buy; and focuses at
all points of contact with the customer.

In order to create a distinctive place in the market, a niche market has to be carefully
chosen and a differential advantage must be created in their mind. Brand positioning is a medium
through which an organization can portray its customers what it wants to achieve for them and
what it wants to mean to them. Brand positioning forms customer’s views and opinions.

Brand positioning can be defined as an activity of creating a brand offer in such a manner
that it occupies a distinctive place and value in the target customer’s mind. Brand positioning
involves identifying and determining points of similarity and differences to ascertain the right
brand identity and to create a proper brand image. Brand positioning is the key of marketing
strategy. A strong brand positioning directs marketing strategy by explaining the brand details,
the uniqueness of brand and it’s similarity with the competitive brands, as well as the reasons for
buying and using that specific brand. Positioning is the base for developing and increasing the
required knowledge and perceptions of the customers. it is the single feature that sets your
service apart from your competitors.

Positioning is a concept in marketing which was first introduced by Jack Trout and
then popularized by Al Ries and Jack Trout in their bestseller book "Positioning - The Battle for
Your Mind."

This differs slightly from the context in which the term was first published in 1969
by Jack Trout in the paper "Positioning" is a game people play in today’s me-too market place" in
the publication Industrial Marketing, in which the case is made that the typical consumer is
overwhelmed with unwanted advertising, and has a natural tendency to discard all information
that does not immediately find a comfortable (and empty) slot in the consumers mind. It was then
expanded into their ground-breaking first book, "Positioning: The Battle for Your Mind," in which
they define Positioning as "an organized system for finding a window in the mind. It is based on
the concept that communication can only take place at the right time and under the right
circumstances" .

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 DEFINITION

Brand positioning has been defined by Kotler as “the act of designing the company’s offering and
image to occupy a distinctive place in the mind of the target market”. 

MEANING

Every brand has to have a strategic platform. One half of that platform is created by carefully
formulating a distinct brand personality, which makes the identity of the brand unique. The other
half of the strategic brand platform is positioning. Positioning is critical to brand building because
it is responsible for projecting the brand identity and creating the perception and image of the
brand in people’s minds. In other words, positioning is the process of offering the brand to the
consumer. It is positioning that makes the brand appear to be different and better than all
competing brands.

POSITIONING BY PRODUCT ATTRIBUTES AND BENEFITS

Associating a product with an attribute, a product feature or a consumer feature.

Sometimes a product can be positioned in terms of two or more attributes simultaneously. The
price/ quality attribute dimension is commonly used for positioning the products.

A common approach is setting the brand apart from competitors on the basis of the
specific characteristics or benefits offered. Sometimes a product may be positioned on more than
one product benefit. Marketers attempt to identify salient attributes (those that are important to
consumers and are the basis for making a purchase decision)

Positioning by price/quality

Marketers often use price/ quality characteristics to position their brands. One way
they do it is with ads that reflect the image of a high-quality brand where cost, while not irrelevant,
is considered secondary to the quality benefits derived from using the brand. Premium brands
positioned at the high end of the market use this approach to positioning. 
Another way to use price/ quality characteristics for positioning is to focus on the quality or value
offered by the brand at a very competitive price. Although price is an important consideration, the
product quality must be comparable to, or even better than, competing brands for the positioning
strategy to be effective.

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Positioning by use

Another way is to communicate a specific image or position for a brand is to associate it with a
specific use or application.

Positioning by product class

Often the competition for a particular product comes from outside the product class. For
example, airlines know that while they compete with other airlines, trains and buses are also
viable alternatives. Manufacturers of music CDs must compete with the cassettes industry. The
product is positioned against others that, while not exactly the same, provide the same class of
benefits. 
Positioning by product user
Positioning a product by associating it with a particular user or group of users is yet
another approach. Motography Motorola Mobile Ad.n this ad the persona of the user of the
product is been positioned
Positioning by competitors

Competitors may be as important to positioning strategy as a firm’s own product or

services. In today’s market, an effective positioning strategy for a product or brand may focus on
specific competitors. This approach is similar to positioning by product class, although in this
case the competition is within the same product category. 
Positioning by cultural symbols
An additional positioning strategy where in the cultural symbols are used to differentiate the
brands. Examples would be Humara Bajaj, Tata Tea, Ronald McDonald. Each of these symbols
has successfully differentiated the product it represents from competitors

POSITIONING STRATEGY
i. Using product characteristics or customer benefits:
In this case, segmentation is done keeping in mind the product characteristics or customer
benefits. Sometimes, a new product is positioned with respect to a product characteristic that
competitors have ignored. BenQ was positioned as a provider of morphing-enabled mobile
pictures, a feature absolutely new in the market. Sometimes a product attempts to position itself
along two or more product characteristics simultaneously.

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a. Physical characteristics: These are the most objective criteria and can be measured on some
physical scale such as temperature, color intensity, distance, strength of fragrance etc.
b. Pseudo-physical characteristics: These reflect physical properties that are not easily
measured. The examples are spiciness, type of fragrance, shininess, creaminess etc.

c. Benefits: These refer to advantages that promote the well being of the consumer. Examples
are thirst quenching, hunger satisfying, not harming the skin etc.

ii. The price-quality approach:

This approach justifies various price-quality categories of the products. Manufacturers
deliberately attempt to offer more in terms of service, features or performance in case of certain
products known as Premium products and in return, they charge higher price, partly to cover
higher costs and partly to help communicate the fact they are of higher quality. On the other
hand, there are some products known as mass products, where the main matter о concern is
price keeping a minimum quality standard commitment.

iii. The use or applications approach:

Another way to position is to consider the use or application. One good example is Itch Guard
skin ointment (cream base) from Paras Pharmaceuticals, which has been positioned as an Over.
The Counter (OTC) medicine (i.e. the medicine that does not require prescription) to “relieve
sweat itch due to INTERTRIGO”.

iv. The product-user approach:

This deals with positioning a product keeping in mind a specific user or a class of users.
Cosmetics brands like Revlon, L’Oreal or Lakme position themselves targeting fashion-conscious
women.

v. The product-class approach:

Some products need to make critical positioning decisions that involve product-class
associations. For example, Nescafe Bru positioned itself as instant coffee.

vi. The cultural symbol approach:

Many companies use deeply entrenched cultural symbols to differentiate their brands form their
competitors. The use of a character named Gattu by Asian Paints helps them to position itself as

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a brand that is always ready to help, quick in decision-making and very much young and
contemporary.

vii. The competitor approach

The positioning can be made with an explicit or implicit frame of reference of one or more
competitors. There are 2 reasons behind this:

a. The competitor may have a firm, well-defined image developed over many years and this
image can be used as a bridge to help to communicate another image referenced to it. It is like
when you give your address, you mention some well-known landmarks like bank, office, school .

b. Sometimes it is not only important how good the consumers think about you, but also it is
important that they believe you are better that a given competitor.

The Brand Positioning Process

The steps below summarize the step-by-step process involved in identifying a brand positioning
that satisfies the criteria of relevance, differentiation and credibility.

1. Segmentation: Divide the population into meaningful groups based on like-minded values,
behaviours, beliefs, or lifestyles.

2. Target market selection: Choose which segment is best pursued based on considerations of
size, reachability, and feasibility

3. Map the Target’s wants, needs, and desires: Find out what is more and less important to your
target group so as to obtain a deeper understanding of your target segment.

4. Brand performance vis-à-vis desired attributes: Determine which product attributes your target
segment most desires that you can deliver upon.

5. Brand performance vis-à-vis competition: Compare and contrast your brand to your
competitors. Identify strengths and weaknesses of all players.

 Points of parity: identify necessary elements of similarity.

 Point of difference: identify what separates each of the competitors from the others.

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6. Find the “holes” in the marketplace map: Plot importance by performance to determine what
needs, wants and desires of your target segment remain unfulfilled.

7. Selection among alternate positioning platforms: Choose which position platforms are most
resonant and powerful, most sustainable, and which ones your brand can credibly uphold and
ultimately own.

8. Craft the positioning statement: Create a compelling message that communicates what you
are offering and to whom

Benefits of Positioning

1. To Make Entire Organization Market-oriented:

positioning is a part of the broader marketing philosophy. It concerns with identifying superior
aspects of product and matching them with consumers more effectively than competitions. This
philosophy makes the entire organization market oriented.

2. To Cope with Market Changes:

Once the product is positioned successfully doesn’t mean the task of manager is over. He has to
constantly watch the market. As per new developments in the market place, new competitive
advantages should be identified, discovered or developed to suit the changing expectations of
the market. It makes the manager active, alert and dynamic.

3. To Meet Expectation of Buyers:

Generally, the advantages to be communicated are decided on the basis of expectations of the
target buyers. So, product positioning can help realize consumers’ expectations.

4. To Promote Consumer Goodwill and Loyalty:

Systematic product positioning reinforces the company’s name, its product and brand. It
popularizes the brand. The company can create goodwill and can win customer loyalty.

5. To Design Promotional Strategy:

More meaningful promotional programme can be designed. Based on what advantages are to be
communicated, appropriate means are selected to promote the product.

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 CHAPTER-2
COMPANY PROFILE

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 COMPANY PROFILE

BENCO COCONUT OIL

Benco Coconut oil brings the goodness and purity of coconut oil from God's own country.
In an effort to counter adulteration in the coconut oil market and to make pure coconut oil
available in the country, Akbar Group ventured to the Food & Beverage industry by launching the
company – Benzy Food & Beverages Pvt. Ltd.

Benco coconut oil is a trusted brand name that is synonymous with purity. This product
has received the AGMARK approval from Ministry of Agriculture, Government of India. The
Company has also obtained ISO 9001-2000 certification for its management and manufacturing
process.

Benco coconut oil is manufactured in the modern plant at Ponnani, Kerala under stringent
hygienic conditions. Best quality Malabar copra (dry coconut) is fed into the oil extraction
machines through conveyers. Benco coconut oil is so pure that it can be used for various
purposes like cooking, body massage and application on hair and scalp. It can also be used in
open lamps as it does not result in a smoky flame.

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 CHAPTER 3
RESEARCH METHODOLOGY

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RESEARCH
Research means a search for facts- answer to questions and solutions to problem .It is a
purposive investigation. A research can be defined as a scientific and systematic search for
pertinent information on specified topic

RESEARCH METHODOLOGY

This study is done by conducting a survey with the consumers

OBJECTIVES OF THE STUDY

 To identify the expectation and perception of consumers towards the brand benco oil
 To study the consumer satisfaction level towards benco oil
 To know the consumers opinion towards the benco oil brand.

SOURCE OF DATA COLLECTION

PRIMARY DATA

Primary data will be collected through structured questionnaire which may be filling up by
consumers

SECONDARY DATA

Secondary data will be collected from various books, journals, and internet

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 CHAPTER 4

DATA ANALYSIS AND INTERPRETATION

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TABLE 1:
SATISFACTION LEVEL OF RESPONDENTS TOWARDS BENCO OIL

S.NO Category No.of respondent Percentage

1 Yes 8 80
2 No 2 20
Total 10 100

20%

Yes
No

80%

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TABLE 2:
LEVEL OF SATISFACTION OF RESPONDENTS ABOUT QUALITY

S.NO Level of No. Of Percentage

satisfaction respondent
1 Highly satisfied 2 20
2 Satisfied 2 20
3 Neutral 3 30
4 Dissatisfied 2 20
5 Highly dissatisfied 1 10
Total 10 100

140%

120%

30%
100%

80%
20% 20% 20%
60%

40%
10%

20%

0%
Highly satisfied Satisfied Neutral Dissatisfied Highly dissatisfied

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TABLE 3:
LEVEL OF SATISFACTION OF RESPONDENTS ABOUT PRICE

S.NO Levels of No. of respondent Percentage

satisfaction
1 Highly satisfied
2 Satisfied
3 Neutral
4 Dissatisfied
5 Highly dissatisfied
Total
1 10
4 40
3 30
1 10
1 10
10 100

10% 10% 10%

Highly satisfied
Satisfied
Neutral
Dissatisfied
40% Highly dissatisfied
30%

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TABLE 4:

LEVEL OF SATISFACTION OF RESPONDENTS ABOUT PACKAGE

S.NO Levels Of No. of respondent Percentage

Satisfaction
1 Highly satisfied
2 Satisfied
3 Neutral
4 Dissatisfied
5 Highly dissatisfied
Total
3 30
4 40
2 20
1 10
0 00
10 100

10% 30%

20%

Highly satisfied
Satisfied
Neutral
Dissatisfied
Highly dissatisfied

40%

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TABLE 5:
LEVEL OF SATISFACTION OF RESPONDENTSABOUT TASTE

S.NO Levels Of No. of respondent Percentage

Satisfaction
1 Highly satisfied
2 Satisfied
3 Neutral
4 Dissatisfied
5 Highly dissatisfied
Total
1 10
5 50
2 20
1 10
1 10
10 100

10% 10% 10%

Highly satisfied
Satisfied
Neutral
Dissatisfied
20%
Highly dissatisfied

50%

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TABLE 6:
LEVEL OF SATISFACTION OF RESPONDENTSABOUT.QUANTITY

S.NO Levels of No. of respondent Percentage

satisfaction
1 Highly satisfied
2 Satisfied
3 Neutral
4 Dissatisfied
5 Highly dissatisfied
Total
2 20
2 20
4 40
2 20
0 00
10 100

20% 20%

Highly satisfied
Satisfied
Neutral
Dissatisfied
Highly dissatisfied
20%

40%

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TABLE 7:

LEVEL OF SATISFACTION OF RESPONDENTS ABOUT ADVERTISMENT

S.NO Levels of No. of respondent Percentage

satisfaction
1 Highly satisfied
2 Satisfied
3 Neutral
4 Dissatisfied
5 Highly dissatisfied
Total
1 10
2 20
4 40
2 20
1 10
10 100

10% 10%

20% 20%

Highly satisfied
Satisfied
Neutral
Dissatisfied
Highly dissatisfied

40%

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 CHAPTER 5

FINDINGS, SUGGESTION AND CONCLUSION

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 FINDINGS

 Most of the customers are satisfied with benco oil

 Majority of customers are not satisfied with quality
 The study indicates benco oil is tasty
 The study shows 30%are highly satisfied with quality
 All customers are not satisfied with quantity
 The study shows that advertisement is neutral

SUGGESTIONS

 Company should concentrate more on advertisement, as it plays a vital role in influencing

buying behaviour of the consumers
 It should take effective steps to improve the quality of product

CONCLUSION

Benco oil is the one of the leading manufacturer of oil .It is having good reputation in its all the
areas of operation. In this study the researcher has conducted an analysis of brand position of
benco oil. From analysis and interpretation, it can be understood that the company has strong
competition from kera oil .They should try to launch new advertisement campaigns to retain the
existing consumers and attract new consumers.

So it can be concluded that the company should not go back from the present programmes and it
should implement more and more schemes and compaigns,which ensures on-going
improvement in the brand position of the products.

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 BIBLOGRAPHY
 http://cultbranding.com/ceo/create-strong-brand-positioning-strategy/
 https://en.wikipedia.org/wiki/Positioning_(marketing)
 https://www.managementstudyguide.com/brand-positioning.htm
 https://www.marketing91.com/brand-positioning/


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