Renault the Entry Into India
Objectives of the study are:
1. To examine the marketing strategies available to companies in the early stages of market diversification.
2. Identification of the target market
3. To explore product positioning recommendations.
4. To consider how positioning is reflected in and built through the marketing strategy.
Target of the study
To introduce the concept of product positioning, branding and International market entry in emerging markets.
Introduction to the subject areas dealt with in the study
1.market positioning
2. market penetration
MARKET POSITIONING
Although there are different definitions of Positioning, probably the most common is: "A product's position is how potential buyers see the product", and is expressed relative to the position of competitors.
Positioning is a concept in marketing which was first popularized by Al Ries and Jack Trout in their bestseller book " Positioning - a battle for your mind". They iterate that any brand is valued by the perception it carries in the prospect or customer's mind. Each brand has thus to be 'Positioned' in a particular class or segment. For example, Mercedes is positioned as a luxury brand, and Volvo is positioned for safety.
The position of the brand has to be carefully maintained. When Marlboro reduced its prices, sales dropped immediately because its customers began associating it with the generic segment. Rolex watches are even more dramatically positioned as a luxury items, and have become a symbol for accomplishment in life. If Rolex reduces its prices, it will reduce brand cachet and sales. This differs slightly from the context in which the term was first
1. To examine the marketing strategies available to companies in the early stages of market diversification.
2. Identification of the target market
3. To explore product positioning recommendations.
4. To consider how positioning is reflected in and built through the marketing strategy.
Target of the study
To introduce the concept of product positioning, branding and International market entry in emerging markets.
Introduction to the subject areas dealt with in the study
1.market positioning
2. market penetration
MARKET POSITIONING
Although there are different definitions of Positioning, probably the most common is: "A product's position is how potential buyers see the product", and is expressed relative to the position of competitors.
Positioning is a concept in marketing which was first popularized by Al Ries and Jack Trout in their bestseller book " Positioning - a battle for your mind". They iterate that any brand is valued by the perception it carries in the prospect or customer's mind. Each brand has thus to be 'Positioned' in a particular class or segment. For example, Mercedes is positioned as a luxury brand, and Volvo is positioned for safety.
The position of the brand has to be carefully maintained. When Marlboro reduced its prices, sales dropped immediately because its customers began associating it with the generic segment. Rolex watches are even more dramatically positioned as a luxury items, and have become a symbol for accomplishment in life. If Rolex reduces its prices, it will reduce brand cachet and sales. This differs slightly from the context in which the term was first