Report-Part-C -question 1.docx - Part C(1 How does the...

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Part C – (1) How does the company want its product and its associated brand to be perceived by its target market, with respect to competition? Include a positioning statement. Positioning consists of arranging for a market offering to occupy a clear and distinctive place relative to competing products in the minds of target consumers. The company must decide on a value proposition—how it will create differentiated value for targeted segments and what positions it wants to occupy in those segments. Products are made in factories, but brands happen in the minds of consumers. There are two types of positioning which are the company and brand positioning. Company positioning means positioning strategy designed to create a single market perception of the entire organisation in relation to competitors. Others, brand positioning refers to a positioning strategy designed to create a market perception of a particular brand, usually based on product attributes. As we all know that, AIA is one of the top 10 insurance companies of Malaysia. AIA has have a foothold in Malaysia for quite a long time. The first impression for the AIA is always linked to the America because it has the full name which is the American International Assurance. But, the business that is now AIA was first established in Shanghai over 90 years ago (AIA Bhd. Debuts New Brand Positioning 2013). AIA is a subsidiary comprise the largest independent publicly listed pan-Asian life insurance group. It has operations in 16 markets in
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