Positioning – a literature review

Saqib, Natasha

doi:10.1108/prr-06-2019-0016

Cited by 38 publications

(36 citation statements)

References 88 publications

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“…[…] a strategy of finding the desired consumer perception of product/brand and filling an empty slot/window in the minds of the target customers by creating and communicating an image which differentiates its unique position from competitor to gain a competitive advantage in the market […] (Saqib, 2020, p. 10).…”

Section: Scale Development Methodologymentioning

confidence: 99%

Development of empirically-based customer-derived positioning taxonomy for FMCG sector in the Indian emerging market

Saqib

Shah

2021

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Purpose The purpose of this paper is to develop and validate a positioning taxonomy for the FMCG sector in the Indian emerging market, because a review of the literature shows that existing positioning typologies/taxonomies are based on managerial perspectives rather than consumer/customer perceptions and have only been developed for advanced countries. The literature review reflects that the existing positioning typologies/taxonomies are based on managerial perspectives rather than consumer/customer perceptions and are only developed for advanced countries. This study helps to solve this problem by creating a positioning taxonomy for emerging markets. Design/methodology/approach In three phases, this study uses a systematic procedure for developing and validating a scale. Phase 1 consists of item generation and selection based on a review of the literature, focus group sessions and expert opinion. The second phase entails scale refinement via exploratory factor analysis. Confirmatory factor analysis is used in Phase 3 to establish convergent, discriminant and nomological validity. Findings This study’s findings include a consumer-derived taxonomy of positioning strategies that have been tested and validated. There were four distinct positioning strategies that emerged: value for money, being local, premiumization and product attributes. Research limitations/implications The main implication of this paper is to support researchers in developing and validating measurement scales. The limitations include target populations, choice of industry and geography and cross-sectional time horizon of this study. Practical implications This study’s practical implications are the four positioning strategies that FMCG managers, advertising and marketing experts in the emerging Indian market could adopt to position their fast moving consumer goods (FMCG) products to achieve the overall success of their organizations. Social implications Researchers are provided step-by-step guidance on how to develop and validate a measurement scale. Originality/value This study adds to the marketing literature by providing both a solid theoretical foundation and a validated instrument for the operationalization of positioning strategies.

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Section: Scale Development Methodologymentioning

confidence: 99%

Development of empirically-based customer-derived positioning taxonomy for FMCG sector in the Indian emerging market

Saqib

Shah

2021

Self Cite

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“…(2003), the scale development process began with a thorough review of prior research on positioning, and as a result, a solid theoretical/operational definition of the construct and its domain was delineated and outlined as follows: “… . a strategy of finding the desired consumer perception of product/brand and filling an empty slot/window in the minds of the target customers by creating and communicating an image which differentiates its unique position from competitor to gain a competitive advantage in the market … .” (Saqib, 2020 , p. 10)…”

Section: Scale Development Methodologymentioning

confidence: 99%

Development of empirically based customer-derived positioning taxonomy for consumer electronics sector in the Indian emerging market

Saqib

Satar

2021

IJOEM

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PurposeAn Indian emerging market positioning taxonomy has been developed in response to the literature review's findings that existing positioning typologies/taxonomies are based on managerial perspectives rather than consumer/customer perceptions and are only developed for advanced countries.Design/methodology/approachThis study employs a three-step process for developing and validating a scale in order to conduct its research. In the first phase, items are generated and selected based on a literature review, focus groups and expert opinion. Exploratory factor analysis is used to fine-tune the scale in the second phase. Phase 3 uses CFA to establish convergent, discriminant and nomological validity through the use of CFA.FindingsA consumer-based taxonomy of positioning strategies were developed as a result of the research. Six distinct positioning strategies emerged that was named (1) Value for Money, (2) Functional (3) Premiumisation, (4) Promotional Campaign, (5) Brand Name (6) Visual Aesthetics.Research limitations/implicationsDeveloping and validating measurement scales will be made easier with the help of this paper. Target populations, industry and geography selection and a cross-sectional time horizon are just a few of the study's drawbacks.Practical implicationsThe study's practical implications include six factors/strategies that managers, advertising executives and marketing experts of consumer electronics companies in the Indian emerging market could use to position their products, resulting in the overall success of their organisations.Originality/valueThis study adds to the marketing literature by providing a solid theoretical foundation and a validated instrument for operationalising positioning strategies.

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“…Com base no referido modelo, estudos posteriores identificaram variáveis para caracterizar cada fase (ALMEIDA; SAUR-AMARAL, 2022; MILLER; MERRILEES; YAKIMOVA, 2014; TEVI; OTUBANJO, 2013). A primeira fase trata do posicionamento, ou seja, da posição ocupada por uma marca na mente de seus clientes (SAQIB, 2020).…”

Section: O Desejo Invejosounclassified

Rebranding No Ensino Superior: A Perceção Dos Discentes Do Politécnico Da Guarda À Nova Estratégia De Marca

Rolo¹,

Silva²,

Marques³

2023

Comunicação, Branding E Storytellin

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Os autores desta obra: 1. Atestam não possuir qualquer interesse comercial que constitua um conflito de interesses em relação ao artigo científico publicado; 2.Declaram que participaram ativamente da construção dos respectivos manuscritos, preferencialmente na: a) Concepção do estudo, e/ou aquisição de dados, e/ou análise e interpretação de dados; b) Elaboração do artigo ou revisão com vistas a tornar o material intelectualmente relevante; c) Aprovação final do manuscrito para submissão.; 3. Certificam que os artigos científicos publicados estão completamente isentos de dados e/ou resultados fraudulentos; 4. Confirmam a citação e a referência correta de todos os dados e de interpretações de dados de outras pesquisas; 5.Reconhecem terem informado todas as fontes de financiamento recebidas para a consecução da pesquisa; 6. Autorizam a edição da obra, que incluem os registros de ficha catalográfica, ISBN, DOI e demais indexadores, projeto visual e criação de capa, diagramação de miolo, assim como lançamento e divulgação da mesma conforme critérios da Atena Editora. DECLARAÇÃO DA EDITORA A Atena Editora declara, para os devidos fins de direito, que: 1. A presente publicação constitui apenas transferência temporária dos direitos autorais, direito sobre a publicação, inclusive não constitui responsabilidade solidária na criação dos manuscritos publicados, nos termos previstos na Lei sobre direitos autorais (Lei 9610/98), no art. 184 do Código Penal e no art. 927 do Código Civil; 2. Autoriza e incentiva os autores a assinarem contratos com repositórios institucionais, com fins exclusivos de divulgação da obra, desde que com o devido reconhecimento de autoria e edição e sem qualquer finalidade comercial; 3. Todos os e-book são open access, desta forma não os comercializa em seu site, sites parceiros, plataformas de ecommerce, ou qualquer outro meio virtual ou físico, portanto, está isenta de repasses de direitos autorais aos autores; 4. Todos os membros do conselho editorial são doutores e vinculados a instituições de ensino superior públicas, conforme recomendação da CAPES para obtenção do Qualis livro; 5. Não cede, comercializa ou autoriza a utilização dos nomes e e-mails dos autores, bem como nenhum outro dado dos mesmos, para qualquer finalidade que não o escopo da divulgação desta obra. APRESENTAÇÃO Os estudos, teorias e análises da comunicação, do branding e do storytelling têm ganhando robustez na sociedade contemporânea, dialogando e duelando universos que envolvem cultura, informação, consumo, linguagem, organizações, consumidores, práticas, dados, tecnologias, informações, afeições, sujeitos etc. A comunicação imbrica processos humanos e tecnológicos permeados pelo diálogo, pela colaboração, pela cocriação, pela afeição às marcas e pela contação de histórias, mas, também, pela necessidade de funcionamento e da dinamização das sociedades, das relações, das conexões e da cotidianidade em um tempo recortado por midiatizações nas quais as dimensões humanas e tecnológicas ensejam o nascedouro de pesquisas acerca dos...

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Positioning – a literature review

Cited by 38 publications

References 88 publications

Development of empirically-based customer-derived positioning taxonomy for FMCG sector in the Indian emerging market

Development of empirically-based customer-derived positioning taxonomy for FMCG sector in the Indian emerging market

Development of empirically based customer-derived positioning taxonomy for consumer electronics sector in the Indian emerging market

Rebranding No Ensino Superior: A Perceção Dos Discentes Do Politécnico Da Guarda À Nova Estratégia De Marca

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