Abstract
The incidence of congruence among presumed, communicated and perceived positioning strategies off our Indian car brands (WagonR, Santro, Spark and Figo) is examined. The triangulation research methodology (pilot survey, secondary data and content analysis) is applied to examine the three populations (expert views, advertising strategies and consumer perceptions) considered in the study. The results reveal the popularity of two positioning strategies i.e. “Visual Artistic” and “Basic Features” in case of three car brands whereas Figo stands on the positioning of “Cost and Finance.” Regarding the congruence among experts’ presumed strategies and the communication tactics employed by selected car brands, it is observed that all the communicated strategies are not presumed and thus ambiguities prevail in the process. This paper also calls the corporate attention to the fact that even positioning strategies perceived by the customers are not presumed by experts and hence there is need to re-assess the brand positioning strategies to curtail these ambiguities. However, the positioning activities highlighted in communications are successfully recognized by the target customers to some extent. The paper concludes with the discussion on managerial implications and limitations.
Highlights
The data of brand positioning strategies of each car brand is analyzed with analysis of variance (ANOVA) and Scheffe’s multiple comparison test. “x” indicates the strategies in the subset associated with the highest values
The complete ANOVA results are presented in Appendix 2
As far as presumed positioning strategies of this car are concerned, Table I reveals two strategies presumed to be pursued by experts i.e. “Visual Artistic” and “Basic Features”
Summary
Introduction and background of the StudyThe development of positioning strategy is of utmost importance in marketing strategy formulation as it makes a product clear, distinctive and desirable in customers’ minds and leverage the strategic advantage in the market. Arnott (1992) describes positioning as ‘the deliberate, proactive, iterative process of defining, measuring, modifying, and monitoring consumer perceptions of a marketable object...’ Literature reveals the significant contribution made by numerous authors (Lawler - Wilson & Fenwick, 1978; Aaker & Shansby, 1982; Park et al, 1986; Ries & Trout, 1986; Kotler, 1988; Dovel, 1990; Hooley & Saunders, 1993; Blankson & Kalafatis, 2004; Janiszewska & Insch, 2012; Chowdhury & Marketer, 2013; Kachersky & Carnevale, 2015; Shams, 2015; Jun & Park, 2017; Park et al, 2017; Wang, 2017; Fayvishenko, 2018) in this direction. To study the brand positioning strategies employed in the marketing communications of car brands (communicated positioning); 3. 4. To test the congruence among perceived, communicated and presumed positioning strategies of selected car brands.
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