Principles of Marketing Discuss the concept of positioning. Analyse how the two brands NIVEA and CHANEL have been positioned in their respective markets. by Sanja Raznatovic Semester 2002-03 Table of Content INTRODUCTION 3 THE CONCEPT OF POSITIONING 3 NIVEA 6 Product 6 Price 7 Place 7 Promotion 8 CHANEL 9 Product 9 Price 10 Place 10 Promotion 11 CONCLUSION 11 BIBLIOGRAPHY 12 Introduction The following essay deals with the concept of positioning. In the following chapter the theory of this concept will be discussed. In the second part the two brands Nivea and Chanel will be analysed in terms of how they have been positioned in their markets. In doing so for each brand a short introduction will be given, then the marketing mix of each brand will be discussed in turn. Here the question will be examined whether or not the two brands have been successful in keeping up a consistent marketing mix and therefore a consistent image. In the conclusion basic findings will be summarised and the positioning of the two brands will be briefly compared. The con......

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