Factors for Successful Lubricant Brand: A Study of Positioning Strategies in Indian Lubricant Market

Abstract

Brand Positioning as the act of designing the company’s offer so that it occupies a distinct and valued place in the mind of the target customers. Brand Positioning is the process of promoting buyers to form a particular mental impression of our product relative to our competitors. Brand Positioning is a ‘part of brand identity and value proposition that is to be actively communicated to the target audience, and that demonstrates an advantage over competing brands. A brand could develop distinction in a chosen field by developing associations related to product performance. It focuses on the brand’s delivery on the functionality expected by customers. The brand could develop associations on the intrinsic product dimensions like durability, reliability, price, style or service. This research paper focuses on the need of brand positioning of automotive lubricant in Indian market. This study represents an approach of factor analysis to determine the effect of brand positioning of lubricant on consumer perception. An empirical study has been conducted in Delhi region to find out the perceptions of consumers towards the automotive lubricants. Survey has been conducted with the help of structured questionnaire to determine the different attributes responsible for brand positioning lubricant oil. Factor analysis has been done to reduce the number of factors and identifying only the important factors for brand positioning of automotive lubricant for four wheeler segments. Further, reliability test has been conducted to test the reliability of the important factors.

Keywords: PSUs, Perception, Reliability, Brand Positioning.

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