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Jjj Toothpaste Case Study

5404 words - 22 pages


( In partial fulfillment of MBA Degree )

Submitted To : Mr. Sanjeev Kumar

Submitted By : Dalbir Singh Jaskeerat Singh



We are very thankful to our Project guide Mr. Sanjeev Kumar faculty member (lecturer)RIMT-IMCT, for his valuable guidance, deep-rooted interest, inspiration and continuous encouragement through out the period of project. We also thank the respondents for their cooperation and spending precious time in responding to the Questionnaire.


i. Summary ii. Introduction iii. Snapshot of Tooth paste Brands iv. Review of Literature v. Research Work vi. Conclusions vii. Suggestions viii. Bibliography

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7) Image profile analysis of 2 important tooth paste brands.


In these days of technology parity, it does not take long to duplicates. Moreover, with the availability of increasing number of brands, the consumers has little patience or the wit to swift through and judge the uniqueness of features claimed by each of the brands. So, how does one ensure that one is seen and heard in overcrowded market place. The answer lies in brand positioning, one of the most powerful concepts in the marketing world, which enables the seller to win the marketing battles by influencing the consumer’s mind set.

Brand Positioning Positioning a brand in the consumer's mind is critical to brand success. In an age sameness, a brand must tout a variety of product or brand features and benefits, by drawing attention to them and promoting their value to the consumer.

The act of developing certain brand characteristics and promoting them is one of the few ways a brand can be differentiated. Your own market is probably saturated with products that all look similar and offer the same benefits. Since most products or brands have a variety of features, such as speed, accuracy, size, functionality, cost, style, specs, and more, each of these can be emphasized if they are truly critical to a segment of the consumer market. If you want your brand to be known for a subset of the potential features and benefits it offers, then you are fixing or positioning the product brand in consumer's minds as being about those attributes. You position a brand in order to establish your product as a superior choice to competitors. What's important to know is that many of your competitors will position their products and brands the same way you intend to. That's when brand credibility comes into play. If you can communicate your brand positioning better, then consumer's will view yours as the most attractive or most credible. The credibility factor might only be delivered via the style of your brand communications.

At this level of brand strategy where products are very similar, it takes experience and expertise to fashion a strategy that gives you an advantage.At Brand Identity Guru, we analyze your brand assets and determine which features and benefits need to be in your brand or products value proposition to the customer. We'll use and describe these assets in a way that makes them more attractive and compelling than your competitors. Where there is no discernible brand advantage, we'll find one or create one and get your product effectively differentiated and promoted.

Positioning has 4 components:

The 1st component is the product class or product category in which the brand is to operate. To give a specific name to such a category is not always easy since boundaries are fluid e.g A moisturizing lotion may decide to position itself in the cold cream market . The 2nd component is consumer segmentation. It is impossible to think for a brand without...

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