MBA Projects Report

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”. In other words, brand positioning describes how a brand is different from its competitors and where, or how, it sits in customers’ minds. A brand positioning strategy, therefore, involves creating brand associations in customers’ minds to make them perceive the brand in a specific way. By shaping consumer preferences, brand positioning strategies are directly linked to consumer loyalty, consumer-based brand equity, and the willingness to purchase the brand. Effective brand positioning can be referred as the extent to which a brand is perceived as favorable, different and credible in consumers’ minds. As an MBA student and doing MBA project on marketing, you’ve heard about the concept of brand positioning. Today in this MBA Project on Brand Positioning Strategy of a Leader in Indian Air Conditioner Market, we shall study ...

The leading Ayurdeva brand and a household name in Indian Consumer market commended its journey in 1969 by setting up a small manufacturing unit in a rented building in Perambur, Chennai, with just one employee. The brand was launched in 1969 and in the last 50 years has grown from a soap brand manufactured in average in Chennai to a global brand with a presence in over 30countries worldwide. Different marketing strategies adopted by the brand over a period of more than 50 years can be studied for MBA Project work of any University in India. So that the findings of the study can be followed by others in the Indian FMCG or consumers market for their marketing strategy. The serendipitous beginning The leading Ayurveda brand is Medimix, because when it comes to Ayurveda, there are few brands quite as authentic or as easily recognizable as Medimix in India and its growth story can form a part of MBA project study . It hails back in its serendipitous beginning from the kitchen of Dr V...