Developing positioning strategies based on the concept of «Lovemarks»

ABSTRACTof the paper“Positioning strategy development based on the concept of Lovemarks”Student: Natalia Kovalenko The graduation project contains: pages – 61, figures – 11, tables – 1, appendices – 2, references – 44. The project focuses on the introduction of the concept of lovemarks and its applicability to retailers and service companies. This work is intended to cover the major issues of successful product positioning. Such concepts as "positioning ", “brand” and "lovemarks" are considered in the paper. It consists of three parts: introduction, the main body and conclusion. The aim of the diploma is to learn how to create a lovemark. The following objectives are set:1.Answer the question – What a Lovemark is?2.Study differences of Lovemarks from other consumer behavior theories3.Analyze marketing policy of a company and its position on the market.4.Make recommendations to develop positioning strategy of company. The object of this study is positioning strategy of company. The subject of this study is the company “Mushu”. The first part “Literature review” is meant to examine theoretical aspects of product positioning strategy and concept of "Lovemarks".In the project it is expected to get the following results:- to find out the secrets of lovemarks’ success- to work out an effective positioning strategy for a company. The second part of the proposal “Methodology” explains the methods that are going to be used in carrying out the study. The first method is a questionnaire. It is a research instrument consisting of series of questions and other prompts in order to gather information from respondents. The questions are closed-ended. The second method is brand-mapping that makes otherwise invisible connections visible. A comprehensive brand map will help identify new and relevant opportunities to strengthen brand’s connection. The information is collected with the help of using simple grid questions and semantic rating scales. As a result, the charts are presented that can help visualize the findings and their implications from different angles. Also a full analysis of data interpretation is conducted. The results of this research will be able to help a company develop its positioning strategy to overcome the competitors.