File Name: positioning strategies of international and multicultural oriented service brands .zip
An effective brand positioning strategy will maximize customer relevancy and competitive distinctiveness, in maximizing brand value.
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Positioning has been provided as the weapon in the competition for years. Positioning is related with creating brand perceptions in the minds of consumers The aim of this study is to explore the positions of eight tennis shoes brands Babolat, Head, Adidas, Nike, Puma, Reebok, Yonex, Lotto that exist in the Indian market on a two dimensional perceptual map in order to reveal the proximities between these brands on the map which will represent how similarly and how different these brands are perceived when compared with each other. Twenty male tennis players of LNIPE, Gwalior were asked to give their preferences of one shoe over another on a 8-point scale. The map also presents the market opportunities for new entrants and for those brands to be repositioned. Skip to main content Skip to main navigation menu Skip to site footer. Abstract Positioning has been provided as the weapon in the competition for years.
Once production of your article has started, you can track the status of your article via Track Your Accepted Article. Help expand a public dataset of research that support the SDGs. This special issue builds on and extends researches published in Industrial Marketing Management in positioning strategies in industrial and B2B markets see IMM vol.
A target market is a group of customers within a business 's serviceable available market at which a business aims its marketing efforts and resources. A target market is a subset of the total market for a product or service. The target market typically consists of consumers who exhibit similar characteristics such as age, location, income or lifestyle and are considered most likely to buy a business's market offerings or are likely to be the most profitable segments for the business to service. Once the target market s have been identified, the business will normally tailor the marketing mix 4 Ps with the needs and expectations of the target in mind.
Global branding is the act of marketing a product or service under the same name in multiple countries, with similar and centrally coordinated marketing strategies.
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