MBA Projects Report

Project is a compulsory part of MBA programme. As part of the curriculum during the last Semester, students are required to take up MBA project work in their area of specialization for completion of the course. The project binds together academic concepts learned during MBA programme by students in their area of specialization, enabling them to apply academic theory and principles to handle the real managerial issues. Students are required to carry out in depth study into a particular organization or business area using the knowledge and skills they developed through the academic programme. About Godrej Consumer Products Ltd (GCPL) Godrej Consumer Products is a part of the 123-year old Godrej Group with a proud legacy built on the strong values of trust, integrity, and respect for others. As an emerging market company, it has witnessed rapid growth and are pursuing its exciting and innovative aspirations. Today, the Group enjoys the patronage of 1.15 billion consumers globally, across ...

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 ...