A model for brand positioning of hygienic products using the most effective factors on competitive position and perceptual map technique

Abstract

Nowadays, product positioning has an outstanding importance as a sensitive and critical component of competitive marketing. In this respect, understanding and recognition of product positioning as well as its concepts are known as significant principles for producer survival. The present research has focused on Iran country’s detergents and hygienic products industry. The industry has initiated its growth during 2004 to 2009 through exporting its products to some markets such as Iraq, Pakistan, Turkmenistan, Afghanistan, United Arab Emirate, and Azerbaijan, such that, for instance, with regard to detergent powder, the export rate has experienced a growth equal to 72% at 2009 (31.7 million dollars) compared to 2004 (113.7 million dollars) (Formal Internet Site of Iran Trading Development Organization). So, the examination of producer positioning in the industry has a great importance in survival and growth on domestic and international markets. This paper tries to propose an appropriate model for positioning with the use of product’s differentiating features among competitive products in detergent and hygienic products industry. In order to achieve these aims, the perceptual map technique is applied along with factor analysis techniques to obtain customers’ mental knowledge and to recognize competitors’ weaknesses and strengths which in turn, results in appropriate decision making about the product positioning selection. Key words: Targeting in market, positioning, differentiating, product differentiating features, factor analysis, perceptual map.