Consumer Perception & Positioning Strategy

Chapter-1

INTRODUCTION

Introduction

Introduction

During the past century most Companies were small and knew their customers first hand. Managers picked up marketing information by being around people, observing them and asking questions. During this century, however, many factors have increase of the need for more and better information. As companies become national or international in scope, they need more information or larger, more distant markets. As sellers use more complex marketing approaches and face more competition, they need information of the effectiveness of their marketing tools. Managers need more up-to-date information to make timely decision.

In carrying out marketing analysis, strategies, planning, implementation and control marketing managers need information at almost every turn. They need information about customers, competitors and other forces in the market place. One marketing executive put it this way – “To manage a business well is to manage future and to manage the future is to manage information. Increasingly marketers are viewing information net just as input for making better decision. But also as an important strategic asset and marketing tools.

In this project work the topic was to “Consumer perception & positioning strategy followed by Energy Drink (Speed) based on the one of the business firms in Bangladesh”. During the project, a conclusive method of the marketing research was followed to find out the problem and its solution. While working on the project, it was realized that the research work is very important to establish any marketing strategies before making decision.

In this research work I have collected various information directly from the clients and international as well as domestic organizations on the basis of geographic segmentations.

Rationale of the study

Customer’s perception regarding energy drinks is very important for the company to make sure about the profit terms and how...