Abstract
This study presents new insights with respect to positioning of
multinational brands in Pakistan including the most preferred
positioning platform, choice of unique selling proposition, and
relevant communication medium, according to the respective
target market. It is qualitative research and a case study based
design. Firstly, literature review was conducted to study
Positioning Theory and lay the foundation for the interview
guidelines. Next, five multinational brands were selected,
based on the highest sales revenue. In-depth interviews were
conducted with the Brand Managers of these corporations, for
the presentation of the findings and framework. Key findings
show that emotional positioning is most preferred by females,
kids, and socio-economic classes A and B. This type of
positioning is more useful in case of image-based, experiential
products. Similarly, functional positioning is helpful in the case
of adult males, all socioeconomic classes, who wish to have a
superior product and better features. Regarding originality of
this study, it contributes to the literature through a ‘Framework
for Brand Positioning Strategies of Consumer goods in
Emerging markets’. It shall also serve as an actionable
guideline to marketing practitioners in the industry as they
would be able to choose between emotional and functional
positioning platforms and make strategic decisions
accordingly. In addition, it will also lead to further research for
example Business-to-Business models
Usamah Iyyaz Billah, Mubbsher Munawar Khan. (2018) Exploring Emotional and Functional Positioning Strategies – A Case Study of Multi-National Brands Operating in Pakistan, Paradigms , Vol 12, Issue 2 .
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