THE IMPACT OF POSITIONING ON BRAND

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.