Investigating the congruence among the positioning strategies of three Indian car brands

Abstract

This paper examines the activities and congruence of the positioning strategies of three Indian car brands, namely Swift, I-10 and Indigo. The triangulation research methodology (pilot survey, secondary data and content analysis) is applied in this study. The findings reveal the dominance of a ‘visual artistic’ positioning strategy in the case of the Swift car brand, whereas ‘visual artistic’ and ‘basic features’ are two popular strategies in the case of the I-10 car brand. ‘Basic features’ is the popular positioning strategy pursued by the Indigo car brand. Regarding the congruence among experts’ presumed strategies, the communication tactics employed by the three car brands and the strategies perceived by consumers, the results indicate an absence of congruence among experts’ presumed positioning strategies and marketing communication efforts, meaning that the experts’ presumed strategies are not clearly conveyed in communications. The positioning activities highlighted in communications, however, are successfully recognised by the target customers. The paper concludes with a discussion about managerial implications and limitations.