The significance of brand positioning in marketing activities

Project Abstract

The significance of brand positioning in marketing activities is a critical aspect of a company's overall marketing strategy. Brand positioning involves creating a unique and distinct image for a brand in the minds of consumers, relative to competitors in the market. This positioning is essential as it influences how consumers perceive the brand, its products, and services. Effective brand positioning helps companies differentiate themselves in a crowded marketplace, build brand loyalty, and attract target customers. One of the key benefits of strong brand positioning is increased brand recognition. When a company effectively positions its brand in the market, it becomes more recognizable and memorable to consumers. This recognition can lead to higher brand recall and better brand awareness, ultimately driving customer preference and purchase decisions. Additionally, a well-positioned brand can command a price premium and increase customer loyalty, as consumers perceive the brand as offering unique value or benefits that competitors do not. Brand positioning also plays a crucial role in shaping a company's marketing messaging and communication strategies. By understanding how a brand is positioned in the market, companies can tailor their messaging to highlight key brand attributes and benefits that resonate with their target audience. Consistent and compelling brand messaging helps reinforce the brand positioning in consumers' minds and creates a strong brand identity. Moreover, brand positioning can influence the overall brand equity and long-term success of a company. A well-positioned brand that consistently delivers on its brand promise can build strong brand equity over time. Brand equity encompasses the value and strength of a brand, including consumer perceptions, brand loyalty, and market share. Companies with high brand equity are better positioned to withstand market fluctuations, maintain customer loyalty, and command a competitive advantage in the marketplace. In conclusion, brand positioning is a fundamental element of successful marketing activities and plays a crucial role in shaping consumer perceptions, driving brand recognition, and building brand equity. Companies that invest in developing a strong and differentiated brand positioning strategy are better positioned to create a lasting impact in the market, attract and retain customers, and achieve long-term business success.

Project Overview

<p> </p><p><strong>1.0 &nbsp; INTRODUCTION</strong></p><p><strong>1.1 &nbsp; BACKGROUND OF THE STUDY</strong></p><p>Over the years many organizations have been using brand positioning to differentiate and segment their brand (product) among competitive product categories.</p><p>Ovaltine was first introduced in the 1gth century in Birmingham United kingdom where it was produced before it was imported into Nigeria along side other malt beverage like pronto and malvota etc. The name Ovaltine was gotten first from the word Bornoille “Ville” meaning vitality hence the Ovaltine.<br>Pre-1950s Ovaltine, pronto were imported into Nigeria from united kingdom that is during the colonial rule and in 1960-64, Ovaltine, pronto were imported into Nigeria from united kingdom and canned in Nigeria under the license of Cadbury Nigeria Plc.<br>In 1965, Ovaltine and drinking chocolate were already produced locally, due to the civil war the ban an importation of cocoa beverages affected Ovaltine and gave way for Cadbury Nigeria Plc who took advantage of this to strengthen the position of Ovaltine.</p><p>Ovaltine enjoyed the market share until 1970 when the ban on cocoa importation was lifted and Ovaltine, Milo, vita cup etc re-remerged there by reducing Ovaltine market share. Ovaltine introduce the 9009 which stipulated growth again.</p><p>Ovaltine observed an increase competitive activity amongst key players, but still maintained its market leadership till the mid nineties. In the past years, the popularity of Ovaltine has been in question. Hence the researcher hereby attempt to find out the significance of brand positioning in marketing activities using Ovaltine as a case study.</p><p><strong>1.2 &nbsp; STATEMENT OF RESEARCH PROBLEM</strong></p><p>Most food drinks industries have not been successful because they lack understanding of consumer behaviour and the resultant effect is decline in their expected profit.</p><p>This is why several criticisms have been made against then. This research will be able to provide answers to the following questions.</p><p>1. &nbsp; &nbsp; Do consumers prefer Ovaltine to other food drinks produced by Cad bury?</p><p>2. &nbsp; &nbsp; Do consumers prefer other brands of beverage of other companies to Ovaltine?</p><p>3. &nbsp; &nbsp; Is the price of Ovaltine reasonable as a factor for</p><p>purchase?</p><p><strong>1.3 &nbsp; OBJECTIVES OF THE STUDY</strong></p><p>The objectives are follows:</p><p>1. &nbsp; &nbsp; Find out how the present positioning has enhanced Ovaltine market leadership among other food drinks.</p><p>2. &nbsp; &nbsp; Find out the advantage that the present positioning has over other competitive products.</p><p>3. &nbsp; &nbsp; Find out if the present positioning has enhanced more sales compared to other positioning.</p><p>4. &nbsp; &nbsp; Find out consumers’ perception of Ovaltine in terms of awareness and profitability.</p><p><strong>1.4 &nbsp; SCOPE OF THE STUDY</strong></p><p>This study will be centered only on Delta State and among target group which are children of ages 2-15 years of classes A, B and C. It shall comprise both male and female. The schools selected for the study are:</p><p>1. &nbsp; &nbsp; Bother plus school</p><p>2. &nbsp; &nbsp; University preparatory Nursery and Primary School</p><p><strong>1.5 &nbsp; SIGNIFICANCE OF STUDY</strong></p><p>It is expected that selected cases like this will be a source of invaluable information and knowledge to manufacturer and Advertisers.</p><p>Brand positioning strategy for a competitive advantage cannot be over looked hence the need to use Delta State to determine whether the impact of Ovaltine is felt among the children here as it claims to be the “kiddies friendly brand” that is<br>not focusing alone on the children in Delta State but recognize that the children have friends every where.</p><p>This study would enable marketers to take better decisions in production, distribution and promotion.</p><p><strong>1.6 &nbsp; RESEARCH QUESTIONS/HYPOTHESES</strong></p><p><strong>H0:</strong>&nbsp;The present positioning does not have more advantages in terms of sales over other brand positioning.</p><p><strong>HI:</strong>&nbsp; The present positioning has more advantages in terms of sales over other brand positioning.</p><p><strong>H0:</strong>&nbsp;The present positioning has not helped to offer competitive advantage.</p><p><strong>HI:</strong>&nbsp;The present positioning has helped to offer competitive advantage.</p><p><strong>H0:</strong>&nbsp;Brand positioning has not influence aggressive increase in patronage since its inception.</p><p><strong>HI:</strong>&nbsp;Brand positioning has influence aggressive increase in patronage since its inception.</p><p><strong>H0:</strong>&nbsp; &nbsp;Present positioning does not create awareness of Ovaltine among its targets group.</p><p><strong>HI: </strong>Present positioning has created awareness of Ovaltine among its targets group.</p><p><strong>1.7 &nbsp; OPERATIONAL DEFINITION OF TERMS</strong></p><p>Reliant term not adequately defined under this heading is defined in the literature review where their definitions guide the collection of the literature of study.</p><p><strong>Brand: </strong>A member of class of goods as being physically the same and serving the same purpose to the extent that they are seen as a direct substitution by consumers e.g. Ovaltine and Milo.</p><p><strong>Positioning:</strong>&nbsp;Is a peculiar way that a product can be differentiated even when existing product have the same taste, look, content and ingredients.</p><p><strong>Strategy: </strong>A plan designed for a particular purpose, the process of planning of the whole operation of a campaign in skillful way.</p><p><strong>Competitive: </strong>Taking part in a contest, race or struggle against each other. Trying to win something by defeating others who are trying to do the same.</p><p><strong>Advantage: </strong>Afavourable circumstance, a benefit.</p> <br><p></p>