Brand positioning of ayurvedic medicine in Indian milieu

Lakshmi, K. Santhana; Jasim, K. Mohamed; Prabhakar, K.; Parveen, S. Jahira

doi:10.1504/ijbex.2017.080601

Cited by 2 publications

References 1 publication

Supporting

Mentioning

Contrasting

Order By: Relevance

Positioning – a literature review

Saqib

2020

PRR

View full text Add to dashboard Cite

Purpose The purpose of this paper is to review state-of-the-art literature on product/brand positioning to re-examine the positioning concept and developing a more comprehensive definition from a theoretical viewpoint. Design/methodology/approach A systematic review of positioning was conducted. The review conformed to a rigorous set of core principles: it was systematic (organized according to a method designed to address the review questions), transparent (explicitly stated), reproducible and updatable and synthesized (summarized the evidence relating to the review question). Findings The literature review reveals that there is lack of coherent definition for positioning, and there is no mutual agreement among marketing scholars and practitioners about the exact meaning of the concept. Therefore, comprehensive definition of positioning encompassing the five underlying positioning perspectives (competition; empty slot/mind; consumers’ perception, differentiation and competitive advantage) is suggested. Research limitations/implications This paper will be useful for academicians to analyze the current nature of academic research in this area and will provide an added advantage to managers to design and implement positioning strategies for their product/brands that will allow their organizations to gain competitive advantage. This study acknowledges limitations with respect to its exclusive search criteria, which might affect its generalizability. Social implications Position and positioning is of relevance in society in broad terms, e.g. in sports, politics and culture. Positioning strategy is discussed and implemented in different industries (business-to-business and consumer), for all kinds of brands (including, for instance, corporate brands) and for “brands” in the very widest sense (such as places or people). Originality/value This is the first systematic review of positioning that provides a detailed understanding of the current state of positioning research on a single platform and also draws a comprehensive positioning conceptualization.

show abstract

Positioning – a literature review

Saqib

2020

PRR

View full text Add to dashboard Cite

show abstract

Assessing the Factors Influencing Ayurvedic Products in Nepal

Devkota

Bajracharya

Koirala

et al. 2022

Advances in Medical Technologies and Clinical Practice

View full text Add to dashboard Cite

Ayurveda is basically a natural way to preserve the health of an individual through conserving the mind, body, and spirit practiced equability with nature. Worldwide, the popularity of herbal medicines has grown, and the use of herbal medicines worldwide has increased markedly. Still there is a paucity of research on consumer awareness towards ayurvedic products in the Nepalese context. Thus, this study endeavors to understand various factors that influence consumers awareness towards ayurvedic products. The authors found quality, reasonable price, and minimal side effects are the main factors that have attracted the consumers more to purchase the ayurvedic products in Nepal. Also, this study finds significant relationship between ayurveda awareness and attitude. Thus, an increase in the awareness level of consumers, quality products at a reasonable price, and proper management of ayurveda can lead to a better ayurvedic market in Nepal.

show abstract

Brand positioning of ayurvedic medicine in Indian milieu

Cited by 2 publications

References 1 publication

Positioning – a literature review

Positioning – a literature review

Assessing the Factors Influencing Ayurvedic Products in Nepal

Contact Info

Product

Resources

About