Analysis of Brand Positioning Strategy Process, Case Lambi-brand in Poland
Lehto, Päivi (2005)
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Tiivistelmä
The aim of this study was to analyse brand positioning strategy process from the point of view of Lambi-brand in Poland. The aim was to find out different possibilities of brand positioning strategies as well as to analyse the positioning strategy of Lambi-brand in Poland.
The theoretical part of the study introduced at the beginning analyses that are necessary before creating a positioning strategy into a target country. These included both target market and competitor analyses. After this the different generic competitive strategies as well as positioning strategies were analysed. At the end of the theoretical part brand communication strategies were introduced as a way of communicating the brand positioning to the target customers. The empirical part concentrated on the analysis of the positioning strategy of Lambi and its competitors in Poland.
Both quantitative and qualitative methods were used in the empirical part of the study. Interviews were used in discussing Lambi positioning strategy at the Polish market. Quantitative methods included a consumer questionnaire devided to Polish consumers in June 2004. Total of 250 questionnaires were collected and analysed.
According to the results of the study the positioning strategy of Lambi in Poland has mostly succeeded in conveying its messages to the consumers.
The theoretical part of the study introduced at the beginning analyses that are necessary before creating a positioning strategy into a target country. These included both target market and competitor analyses. After this the different generic competitive strategies as well as positioning strategies were analysed. At the end of the theoretical part brand communication strategies were introduced as a way of communicating the brand positioning to the target customers. The empirical part concentrated on the analysis of the positioning strategy of Lambi and its competitors in Poland.
Both quantitative and qualitative methods were used in the empirical part of the study. Interviews were used in discussing Lambi positioning strategy at the Polish market. Quantitative methods included a consumer questionnaire devided to Polish consumers in June 2004. Total of 250 questionnaires were collected and analysed.
According to the results of the study the positioning strategy of Lambi in Poland has mostly succeeded in conveying its messages to the consumers.