Positioning FMCG Brands

Like every nation, India also has a unique set of values, beliefs and customs which further vary from one region to another within the country itself. If a brand is able to reflect these values and conform to the beliefs of the people, it is likely to experience a favourable impact on its brand acceptability and preference. For a brand manager handling FMCG brands in India, a market characterized by a unique blend of traditional values and modern approaches, it is a challenging task to develop and communicate a positioning concept in such a way that it conforms to the values and beliefs of the Indian consumers and matches their expectations and desires. Several studies, related to the positioning of multinational FMCG brands in the Indian market, have been conducted by the author to develop a broad understanding of the brand positioning strategies of MNCs dealing in FMCG brands in India and the factors affecting their positioning strategies. The present book is a compilation of a few of those studies.