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

Brand Positioning and the Consumer MindCase Study: Maggi Noodles Manya Sinha α & Ms. Abhilasha Raj σ Author α σ: Amity Law School, Noida. e-mail: manyasinha13@gmail.com 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. Maggiis 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. I. I ntroduction a) What is a Brand? brand is a product, service, or concept that is publicly distinguished from other products, services, or concepts so that it can be easily communicated and usually marketed. (Hanna, 2022) They are identified by their logos, taglines, and/or other graphical representations. b) Brand Positioning and Consumer Mind Brand positioning is the unique space a brand occupies in the brains of the customers. It makes customers view a specific brand in a unique way by associating emotions, traits, feelings, and sentiments with it. These associations make it stand out from the competition. Positioning is usually the reason why customers buy a specific brand whose product doesn’tnecessarily differ from the competitors. (Pahwa, 2021) A brand positioning strategy requires the answer to the following questions: 1. What is the target market? 2. What is the product/service? 3. How is the product/service beneficial? 4. What makes the product/service different from other similar products/services? A good brand positioning strategy has the following features: 1. Target Market: A good brand strategy should hit the target market of theproduct/service. 2. Purpose- Defining: A good brand strategy should clearly define the purpose of theproduct/service. 3. Benefits: The benefits of the product/service should be elucidated in the saidstrategy. 4. Uniqueness: The strategy should explain how the product/service is differentfrom others of its kind. 5. Brief: A good brand strategy should be short and crisp and not have unnecessaryinformation that is of no use to the consumers. 6. Attractive: It should catch the eyes of the customers right away with its attractive logos and tagline and language that can be easily comprehended by the customers. c) Types of Brand Positioning Strategy There are various ways in which marketers position their brand in the minds of consumers. The factors include the product’s Unique Selling Point (USP), current market conditions, etc. The types of brand- positioning strategies that umbrella other strategies as well. 1. Comparative: In this strategy, products/services are compared with others of a similar kind. For example, Stayfree advertisements show using Stayfree pads as compared to normal pads and how their pads have better leak protection and do not cause bad odor as compared to the others. 2. Differentiation: In this strategy, the unique features of the product/service are highlighted. This makes the brand stand out in the market. For example, Apple advertises its products as a luxury. 3. Segmentation: In this strategy, products/services are segmented for a specific group of people according to their needs. For example, the women’s Horlicks advertisement focuses on the bone health ofwomen after they reach their 30s. 4. Value-Based: In this strategy, products/services are marketed by associating a certain value with them. For example, Maggi advertises its product by A 37 Global Journal of Management and Business Research Volume XXIII Issue I Version I Year 2023 ( )E © 2023 Global Journals In this era of globalization, consumers have n number of choices of products and services in the market. To dominate the market, the producers need to establish their brand in the mindsof the consumers.