Abstract:
The data which was collected from primary and secondary data concludes that positioning
which means creating the mindset related to product and the major means of creating
awareness is by television commercial, by packaging , by promotion or the message they do
convey that is known as brand mantra. The research shows that yes the positioning have the
effect on brand and it is proved by the research. There were three basic thing which create
confusion in the mind of the consumers, its name,TVC and packaging. According to the
consumer point of view it is the combination of two different brands which creates the
ambiguity in the mind , secondly it feels like it is associated with the milk olpers.The
commercial created the confusion in the mind of the consumer and was unable to deliver the
accurate message to the consumer and was also not able to understand.
The research proves that the positioning have impact on brand and it does effect the market
share and have the impact on the consumer’s mind. The market share was effected of Engro
food and was unable to deliver the accurate message that’s why Engro food immediately
changed their positioning and repositioned it, changed its name from Olpers Olfrute to Olfrute,
they changed its packaging also this is the best packaging and according to secondary research
now Olfrute juice have the top packaging even better then Nestle. The Television commercial
which they showed convey a exact message and create the correct image in the minds of the
consumers and consumer also remember its mantra that Olfrute taazgi jagae,it shows the
freshness.
