1. Briefly explain what is meant by the term brand positioning.

Choose one product

category you find interesting (e.g. women's apparel, drinks or athletic shoes), and analyze
three different brands and their (1) target market segment/segments and (2) respective
positioning strategies. How is each position communicated to the target audience?

Brand Positioning

Brand positioning is define as marketing strategy brands used to create the unique identification
of their brand and convey its value proposition. It begins with a positioning statement, which
companies use internally to identify their target audience and build their brand identity. The
purpose of positioning your brand is to make clear to your consumers what you stand to offer
and why you’re uniquely positioned to serve them. Below are the three brand positioning
companies that we will discuss:

1. Nutiva Palm Oil

2. Dangote Cement
3. Dettol Soup

1. NUTIVA PALM OIL

Is a company that is well-known in providing organic food brand products like cooking oil super
foods and snacks.

1. Marketing Segments:
I. Health-conscious consumers: One major target for nutiva palm oil is
individuals who prioritize health and wellness, nutrition benefits and
balance diet.
II. Organic and sustainable life advocates: As explained earlier nutiva
values organic and sustainable foods options, which is suitable for some
group of individuals.
III. Culinary enthusiasts: Nutiva palm oil was one of the good options for
essential ingredients in cooking and baking. Its targeting those that enjoy
recipes experiments and looking for high and qualitative cooking oils.
IV. Food Industry Professionals: Food manufactures, chefs and
professionals in food industry that requires a good palm oil ingredients
 given room for the company to add its co-value which could appeal to this
segment
2. Positioning strategy:
I. Organic and Sustainable: Nutiva is positioned as organic product, and
highlight the sustainability of farming products and uses the local farmers’
products in making the production. This positioning will go directly to the
consumers that who prioritize sustainable and organic products.
II. High Quality and Premium: Nutiva oil is not just for anybody which
described its premium market, emphasize it superior quality and its
benefits in nutrition to human body. This is targeting those that need to
pay for the premium package and benefits with all the highlighted
requirements.
III. Health and Wellness: Nutiva palm oil could be positioned as a health-
conscious choice, emphasizing its nutritional profile, such as being rich in
vitamin E and beta-carotene. Nutiva could communicate the health
benefits of using palm oil in moderation as part of a balanced diet.
3. Communication Channel: The medium used to communicate such strategy include:
a. Online platforms
b. Supermarkets
c. Retails partnership
d. Website
2. DANGOTE CEMENT: Dangote Cement is a company owned by Dangote group of
companies that specialize in producing across the Africa.
1. Marketing Segments:
I. Contractors and Construction companies: Contractors and Construction
companies are considered as one major targets for Dangote cement due high
projects in infrastructure, commercial buildings and more of its kinds.
II. Masons and Builders: Another target includes small-scale builders,
individuals and mason constructors. The cement company focuses on
providing cost-effective and reliable options for the construction.
 III. Government Infrastructure Projects: Dangote identified the government
itself as their major target due to high construction projects within the territory
of the government.
IV. International Markets: To expand the market globally, Dangote target
individuals, companies, and contractors that involve in constructing
international market within and outside Nigeria.
2. Positioning strategy
I. Reliable: Dangote Cement can be considered as a company that what the
actual requirements or needs that are in place for any construction services.
II. Strength and Durability: Another positioning strategy is its durability and
strength which indicates its resistance to weather conditions, resist cracking
and provide solid foundation for construction projects. Other position
strategies includes:
III. Sustainable Construction
IV. Affordability
3. Communication Channel: The medium used to communicate such strategy include:
a. Marketing Influencers
b. Partnerships and Sponsorships
c. Construction projects showcase
d. Public relations
e. Industry publication
3. DETTOL SOUP: Is a company that categorized in producing an antiseptic and hygiene
products.
1. Marketing Segments
I. Demographic Segmentation: Dettol target their based on demographic
variables such as age, gender, occupation and family.
II. Behavioral Segmentation: This segment works with identifying the behavior
of the consumers and divide the market based on the feedbacks received from
the consumers.
III. Psychographic Segmentation: Segment the market based on lifestyle,
personality traits, values, interests, and attitudes.
2. Positioning Strategy:
I. Hygiene and Safety: Dettol developed their product based on hygienic
purpose which tailor its commitment in ensuring hygiene across the services
provided.
II. Convenience and Ease: Dettol describe themselves as the convenient and
easy to use for family care. Other position strategies include:
III. Health and wellness
IV. Variety
3. Communication Channel: The medium used to communicate such strategy include:
a. Television and Radio
b. Digital Marketing
c. Point-of-sale Materials
d. Public relations
e. Sampling and Product Demonstration
Choose a brand of your choice and examine the brands culture and how the brand uses
rituals to meaningfully engage their customers. (Freedom Radio)

Freedom Radio Kano, a prominent radio station in Nigeria, has built a strong brand culture
deeply rooted in the values of community, empowerment, and freedom of expression. Let's delve
into how the station utilizes rituals to meaningfully engage its audience:

Daily Call-in Shows: One of the key rituals of Freedom Radio Kano is its daily call-in shows
where listeners can voice their opinions, share stories, and participate in discussions on various
topics ranging from politics to social issues. These shows create a sense of community
involvement and empowerment, allowing listeners to feel heard and connected to the station.

Religious Programming: Given Kano's predominantly Muslim population, Freedom Radio

incorporates religious programming into its schedule, including recitations of the Quran, Islamic
lectures, and discussions on Islamic teachings. These programs serve as rituals that resonate
deeply with the local audience, fostering a sense of spiritual connection and cultural identity.

Cultural Celebrations: Freedom Radio Kano actively engages in celebrating local cultural events
and festivals through special programming, live broadcasts, and community outreach. Whether
it's marking religious holidays like Eid al-Fitr or cultural festivals like the Durbar Festival, these
rituals strengthen the station's bond with its audience by honoring their traditions and heritage.

Community Outreach Initiatives: The station organizes various community outreach initiatives
such as charity drives, health awareness campaigns, and educational programs. These initiatives
not only serve as rituals that bring the community together but also demonstrate Freedom Radio's
commitment to making a positive impact beyond the airwaves.

Interactive Social Media Engagement: In addition to its on-air rituals, Freedom Radio Kano
leverages social media platforms to extend its engagement with the audience. Through
interactive posts, live streams, and user-generated content, the station fosters a digital community
where listeners can continue their conversations and stay connected even when they're not tuned
in to the radio.