An appraisal of product positioning strategies on competitive advantage: A study of a beauty product in Abuja
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- NGN 5000
Background of the study
Product positioning strategies are essential in establishing a brand’s market identity and securing competitive advantage. In Abuja, a renowned beauty product has implemented sophisticated positioning strategies by emphasizing unique ingredients, luxury aesthetics, and superior performance. These strategies involve targeted advertising, celebrity endorsements, and strategic partnerships to reinforce the product’s premium image (Ogunleye, 2023). The competitive nature of the beauty industry requires brands to differentiate themselves effectively, ensuring that consumers perceive them as both unique and desirable. By crafting a distinct positioning, the beauty product aims to capture a niche market segment that values exclusivity and quality (Adebayo, 2024). However, despite significant investments in positioning, the link between these strategies and competitive advantage remains underexplored. This study seeks to examine how effective product positioning influences market share, customer loyalty, and overall competitive advantage in the beauty sector of Abuja (Ibrahim, 2025).
Statement of the problem
Although the beauty product has adopted various positioning strategies, it is unclear how these efforts translate into a sustainable competitive advantage. Market saturation and shifting consumer preferences may dilute the effectiveness of the positioning, and inconsistent messaging could undermine consumer perceptions (Ogunleye, 2023). Furthermore, the competitive landscape in Abuja necessitates a clear demonstration of value that resonates with target consumers. This study aims to address these challenges by investigating the relationship between product positioning and competitive advantage, providing evidence-based insights into which positioning elements most effectively drive market success (Adebayo, 2024; Ibrahim, 2025).
Objectives of the study:
To evaluate the impact of product positioning strategies on competitive advantage.
To identify the key elements of effective product positioning.
To recommend strategies for enhancing competitive advantage through refined positioning.
Research questions:
How do product positioning strategies affect competitive advantage in the beauty market?
Which elements of positioning are most influential in consumer decision-making?
How can the beauty product optimize its positioning to strengthen its market position?
Significance of the study
This study is significant as it explores the direct link between product positioning strategies and competitive advantage in the beauty sector. Findings will provide actionable recommendations for beauty brands to refine their positioning efforts, enhance consumer loyalty, and improve market performance. The research adds to academic literature on brand positioning and competitive strategy while offering practical insights for achieving sustainable growth in competitive markets (Ogunleye, 2023).
Scope and limitations of the study:
The study is limited to examining product positioning strategies for a specific beauty product in Abuja, Nigeria. The results may not be generalized to other industries or regions.
Definitions of terms:
Product Positioning: The process of establishing a brand’s image and value proposition in the minds of target consumers.
Competitive Advantage: The ability of a brand to outperform its competitors and secure a larger market share.
Beauty Product: An item designed for personal care, aesthetics, and enhancing consumer appearance.
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