A study on different positioning strategies and consumer response

Abstract

In the current marketing scenario, many manufacturers are coming up with products or services exclusively for a particular target segment. In this age of information explosion, growing competition and increasingly knowledgeable customers, it has become imperative that the product/service is effectively communicated to the target customer. Thus, study of niche marketing has become increasingly important. To get a better understanding of this discipline, an in depth analysis of the techniques being currently used by the marketers is required. This would help a long way in exploring the applicability of niche marketing for influencing consumer behaviour. In this report we have analyzed the niche marketing tools employed by various marketers in for different scenarios. An attempt has been made to understand the marketing strategies employed and to analyze their promotional effectiveness.