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Brand Positioning in pharmaceutical Industry: Unichem Laboratories Ltd.

Rs. 2,000.00



Introduction:
Brand positioning refers to “target consumer’s” reason to buy your brand in preference to others. It is ensures that all brand activity has a common aim; is guided, directed and delivered by the brand’s benefits/reasons to buy; and it focuses at all points of contact with the consumer.
Brand positioning must make sure that:
- Is it unique/distinctive vs. competitors?
- Is it significant and encouraging to the niche market?
- Is it appropriate to all major geographic markets and businesses?
- Is the proposition validated with unique, appropriate and original products?
- Is it sustainable - can it be delivered constantly across all points of contact with the consumer?
- Is it helpful for organization to achieve its financial goals?
- Is it able to support and boost up the organization?

In marketing, positioning is the process by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization. Re-positioning involves changing the identity of a product, relative to the identity of competing products.

De-positioning involves attempting to change the identity of competing products, relative to the identity of your own product.

The original work on positioning was consumer marketing oriented, and was not as much focused on the question relative to competitive products as on cutting through the ambient "noise" and establishing a moment of real contact with the intended recipient. In the classic example of Avis claiming "No.2, We Try Harder," the point was to say something so shocking (it was by the standards of the day) that it cleared space in your brain and made you forget all about who was #1, rather than making some philosophical point about being "hungry" for business.

The growth of high-tech marketing may have had much to do with the shift in definition towards competitive positioning. An important component of hi-tech marketing in the age of the world wide web is positioning in major search engines such as Google, Yahoo and Bing, which can be accomplished through Search Engine Optimization, also known as SEO. This is an especially important component when attempting to improve competitive positioning among a younger demographic, which tends to be Web oriented in their shopping and purchasing habits as a result of being highly connected and involved in social media in general.

OBJECTIVES OF THE STUDY
1.
To judge the awareness level of the prospect customer
2. To know how they are aware regarding the product
3. To judge in which way they have developed the awareness
4. To judge which promotional tool is effective to increase the awareness level among the people
5. To see whether brand awareness influences the buying behaviour or not
6. What factors and variables of brand influence them to purchase
7. To know how to maintain and improve brand awareness and to build brand loyalty

Number of Pages of Project Report: 72
Package Includes: Project Report
Project Format: Document (.doc)

Table of Contents of Project Report:
ABSTRACT
EXECUTIVE SUMMARY
CHAPTER 1: INTRODUCTION
CHAPTER 2: THEORETICAL BACKGROUND
CHAPTER 3: LITERATURE REVIEW
CHAPTER 4: INDUSTRY PROFILE
CHAPTER 5: COMPANY PROFILE-UNICHEM LABORATORIES LTD.
CHAPTER 6: RESEARCH METHODOLOGY
6.1 NEED FOR THE STUDY
6.2 STATEMENT OF THE PROBLEM
6.3 OBJECTIVES OF THE STUDY
6.4 METHODOLOGY OF THE STUDY
PRIMARY DATA
SECONDARY DATA
SAMPLE SIZE
SAMPLING TECHINIQUE
DATA COLLECTION PROCESS
HYPOTHESES
CHAPTER 7: DATA ANALYSIS
FINDINGS
RECOMMENDATIONS
LIMITATIONS OF THE STUDY
CONCLUSION
BIBLIOGRAPHY
QUESTIONNAIRE


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