Consumer Perception-
It is a very important component of positioning. Before positioning of a particular brand it is very important for the brand to know what does a consumer think about the product or service which is going to be launched by the brand .
With the help of this the customers need or expectations from the product , its ideal pricing etc.can be found out. At the same time brands also try to find out about the other brands and their image in the minds of the consumer.
This involves an intensively planned research methodology that helps a manager to plot a graph with respect to the results received and get an idea about the perpetual spacing of the mind of the consumer.
This ultimately helps a brand to identify the ideal positioning strategy that will occupy the desired image in the mind of the customer.
In the AC market the general perception about the AC as a product was that it was a cooling machine. In the middle nineties players of the market were basically fighting on the grounds of technology ,prices offering varied features, designs , exchange offers to lure the customers with American giant Carrier Aircon ruling the roost.
Then came a new breed of air conditioners lead by LG which gave a new dimension to the industry by introducing health Air system air conditioners .
Brands like Hitachi, Samsung also came up with new technology and innovative products leaving players like Carrier, Voltas, National far behind who had taken the Indian consumer for granted and never bothered to bring new products until the entry of Korean and Japanese brands.
These brands have managed to make people believe that there is more to an air conditioner than cooling. People now perceive brands differently and know what to expect from each
Brand thanks to their unique positioning. They perceive LG as a Health focused brand, Samsung as efficient and high-end technology brand, National as a low-end price brand and Daikin as a low noise-creating brand. Thus the current breed of ACs are being perceived by consumers in a different vein with respect to each AC thanks to aggressive and distinct positioning.
It is a very important component of positioning. Before positioning of a particular brand it is very important for the brand to know what does a consumer think about the product or service which is going to be launched by the brand .
With the help of this the customers need or expectations from the product , its ideal pricing etc.can be found out. At the same time brands also try to find out about the other brands and their image in the minds of the consumer.
This involves an intensively planned research methodology that helps a manager to plot a graph with respect to the results received and get an idea about the perpetual spacing of the mind of the consumer.
This ultimately helps a brand to identify the ideal positioning strategy that will occupy the desired image in the mind of the customer.
In the AC market the general perception about the AC as a product was that it was a cooling machine. In the middle nineties players of the market were basically fighting on the grounds of technology ,prices offering varied features, designs , exchange offers to lure the customers with American giant Carrier Aircon ruling the roost.
Then came a new breed of air conditioners lead by LG which gave a new dimension to the industry by introducing health Air system air conditioners .
Brands like Hitachi, Samsung also came up with new technology and innovative products leaving players like Carrier, Voltas, National far behind who had taken the Indian consumer for granted and never bothered to bring new products until the entry of Korean and Japanese brands.
These brands have managed to make people believe that there is more to an air conditioner than cooling. People now perceive brands differently and know what to expect from each
Brand thanks to their unique positioning. They perceive LG as a Health focused brand, Samsung as efficient and high-end technology brand, National as a low-end price brand and Daikin as a low noise-creating brand. Thus the current breed of ACs are being perceived by consumers in a different vein with respect to each AC thanks to aggressive and distinct positioning.