Global Journal of Management and Business Research, E: Marketing, Volume 23 Issue 1

Global Journal of Management and Business Research: E Marketing Volume 23 Issue 1 Version 1.0 Year 2023 Type: Double Blind Peer Reviewed International Research Journal Publisher: Global Journals Online ISSN: 2249-4588 & Print ISSN: 0975-5853 Brand Positioning and the Consumer Mind Case Study: Maggi Noodles By Manya Sinha & Ms. Abhilasha Raj Abstract - This research paper discusses Brand Positioning and its effects on the Consumer Mind. Brand Positioning refers to positioning a particular brand in the consumer’s mind using its unique features, usage, emotions, etc. There are various ways in which brands position themselves in the minds of consumers from comparative, differentiation, and value-based to lifestyle, and many more. A good brand positioning strategy answers basic questions like who the target market is, what features the product provides, and how it is different from other products. All these features have been discussed in detail. To study the same, a case study of the famous brand, “Maggi Noodles” has been done. Maggi is a brand that produces sauces, seasonings, soups, and their most famous noodles. Maggi noodles are found in almost every Indian Household. An empirical analysis of its positioning in the minds of the consumers has been completed with the help of a questionnaire. The questionnaire has been filled out by consumers belonging to different age groups. This analysis will help one find how Maggi impacts its consumers. GJMBR-E Classification: FOR Code: 150501 BrandPositioningandtheConsumerMindCaseStudyMaggiNoodles Strictly as per the compliance and regulations of: © 2023. Manya Sinha & Ms. Abhilasha Raj. This research/review article is distributed under the terms of the Attribution- NonCommercial-NoDerivatives 4.0 International (CC BYNCND 4.0). You must give appropriate credit to authors and reference this article if parts of the article are reproduced in any manner. Applicable licensing terms are at https://creativecommons. org/licenses/by-nc-nd/4.0/.