BRAND DIFFERENTIATION AND POSITIONING FOR MAXIMUM COMPETITIVE ADVANTAGE (A STUDY OF DANGOTE NOODLES)

BRAND DIFFERENTIATION AND POSITIONING FOR MAXIMUM COMPETITIVE ADVANTAGE (A STUDY OF DANGOTE NOODLES)

ABSTRACT

In the market place, no company can win if its market offering resembles every other company’s product. Companies must pursue relevant positioning and differentiation. As part of branding strategy, a company and its offering must represent a distinctive big idea in the mind of the target market. Once a company has decided which segments to enter, it must decide on its differentiation and positioning strategy, a company can differentiate its offering between segments and within each segment it can differentiate its offering from the competition. By creating a differential advantage over the competition, a company is giving the customer a reason to buy from them rather than from the competition because a company with a differentiated marketing strategy can produce more sales. The differentiation concept must be understood for effective positioning of a company’s offering. The differentiation and positioning task consist of three steps;  identifying a set of possible differentiations that create competitive advantage, choosing the right competitive advantages, and selecting an overall positioning strategy. A company may choose to differentiate its product in terms of durability, price, quality, or in relation to a competitor. Success in positioning requires a well researched plan.This research is aimed at identifying the various strategies which firms can use in other to gain maximum competitive advantages while differentiating and positioning its product in the market place. The objective of the study is as follows; to determine the effect of brand differentiation on a company and on its product, to identify how a company differentiates and positions its product against that of competitors, identify the best differentiation and positioning strategy for greater competitive advantage and to identify whether there is an increase in sales volume of a well differentiated and positioned product. The research questions to be adopted in this research work are as follows; to what extent does brand differentiation and positioning affect a company and its product? How does a company differentiate its product from that of competitors? What differentiation and positioning strategy will give a company maximum competitive advantage? Does differentiation and positioning increase the sales of a company? The significance of this research work will be to benefit the company in identifying the most effective differentiation and positioning strategy for increasing sales performance.This research is focused on brand differentiation and positioning for maximum competitive advantage in the market place using as a case study, Dangote Noodles limited. In conducting this research, the survey method, use of questionnaire to gather data from respondents in some of the departments in Dangote Noodles Limited Ebute Ikorodu town of Lagos, while the secondary sources of data will include instruments such as review of past projects, relevant journals, textbooks and materials from the internet.  

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