Product Positioning: A Study of Soap Industry in Dhaka City

Abstract

Beauty soaps are one of the popular consumable products in our regular life. With the increase of demand of this product various marketers tried to invade the market by adding different features with the product. Competitors are interested to formulate various market strategies to increase their own market share. But ascertaining existing product position is the prerequisite of formulating appropriate market strategies. The study tried to ascertain the existing position in respect of some selected attributes of the different brands of beauty soaps in the market by using a five step process and it came out with success in ascertaining the position of the product in the mind of customers. Moreover, to pinpoint the position of the brands in the market 6 perceptual maps were drawn. Suggestions were made on the basis of perceptual map to reposition the brands in the market.

Keywords: Positioning, Repositioning, Market segment Attributes.