IDEAS home Printed from https://ideas.repec.org/a/nup/jrmdke/v1y2013i3p409-438.html
   My bibliography  Save this article

Brand Positioning - an Analyze of the Romanian Chocolate Bars Market from Youngsters’ Perspective

Author

Listed:
  • Iulia DULEA

    (Bucharest University of Economic Studies)

Abstract

Positioning is a very important component of the marketing strategy. Positioning has an impact on the entire marketing mix and is crucial for differentiating a brand from competition and gaining competitive advantage. The evaluation of the consumer's perceptions about the positioning of the existing brands in a category is a must in order to design an effective brand positioning or repositioning strategy. This paper assesses youngsters’s perceptions about the positioning of the chocolate bar brands existing in Romania through perceptual mapping. The results of the study show that the attributes by which youngsters assess chocolate bar brands can be grouped into the following categories: quality, taste and content, physical effects, price and appearance. Therefore, perceptual mapping is a useful technique in analysing a brand positioning strategy, but also in generating a brand repositioning strategy.

Suggested Citation

  • Iulia DULEA, 2013. "Brand Positioning - an Analyze of the Romanian Chocolate Bars Market from Youngsters’ Perspective," Management Dynamics in the Knowledge Economy, College of Management, National University of Political Studies and Public Administration, vol. 1(3), pages 409-438, December.
    • Handle: RePEc:nup:jrmdke:v:1:y:2013:i:3:p:409-438
    as

    Download full text from publisher

    File URL: http://managementdynamics.ro/index.php/journal/article/download/30/25
    Download Restriction: no
    File URL: http://managementdynamics.ro/index.php/journal/article/view/30/25
    Download Restriction: no
    ---><---

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:nup:jrmdke:v:1:y:2013:i:3:p:409-438. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Cristian-Mihai VIDU (email available below). General contact details of provider: https://edirc.repec.org/data/fmsnsro.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.