Investigating the Relationship Among Desired, Actual, and Perceptual Positioning Strategies of Indian Car Brands.

The incidence of congruence among desired, actual, and perceptual positioning strategies of four Indian car brands (WagonR, Santro, Spark, and Figo) is examined. The triangulation research methodology (pilot survey, secondary data, and content analysis) is applied to examine the three populations (expert views, advertising strategies, and consumer perceptions) considered in the study. The results reveal the popularity of two positioning strategies (“visual artistic” and “basic features”) for three car brands, whereas Figo stands on the positioning of “cost and finance.” Regarding the congruence among experts' presumed strategies and the communication tactics used by selected car brands, it is observed that not all the communicated strategies are presumed and thus ambiguities prevail in the process. This report also calls corporate attention to the fact that even positioning strategies perceived by the customers are not presumed by experts, and hence there is need to reassess the brand positioning strategies to curtail these ambiguities. However, the positioning activities highlighted in communications are successfully recognized by the target customers to some extent. The author concludes with a discussion on managerial implications and limitations. [ABSTRACT FROM AUTHOR]