The significance of brand positioning in marketing activities

Project Abstract

Brand positioning plays a crucial role in the success of marketing activities. It involves creating a unique impression of a brand in the minds of consumers relative to competitors. Effective brand positioning helps in differentiating a product or service, making it stand out in a crowded market. This research aims to explore the significance of brand positioning in marketing activities and its impact on consumer behavior. One of the key aspects of brand positioning is identifying and understanding the target audience. By knowing the needs, preferences, and behaviors of the target market, companies can tailor their brand messaging to resonate with consumers effectively. This targeted approach not only helps in attracting new customers but also in retaining existing ones. Consistent brand positioning across various marketing channels helps in building brand recognition and loyalty among consumers. Furthermore, brand positioning influences consumer perception and decision-making. A well-positioned brand creates a positive association in the minds of consumers, leading to a preference for that brand over competitors. Through effective brand positioning, companies can communicate the unique value proposition of their products or services, highlighting what sets them apart from the competition. This helps in building a strong brand image and reputation in the market. Moreover, brand positioning impacts the overall marketing strategy of a company. It guides the development of marketing campaigns, messaging, and communication strategies to ensure alignment with the brand's positioning. By consistently reinforcing the brand's key attributes and values, companies can create a cohesive brand identity that resonates with consumers. This, in turn, leads to increased brand awareness and recall among target audiences. In conclusion, brand positioning is a critical aspect of marketing activities that directly influences consumer behavior and brand perception. By creating a distinct and favorable brand position in the market, companies can gain a competitive advantage, attract and retain customers, and drive business growth. Understanding the significance of brand positioning and effectively implementing it in marketing strategies is essential for building a successful and sustainable brand in today's competitive marketplace.

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. 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. 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 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. <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>