Exploring Emotional and Functional Positioning Strategies--A Case Study of Multi-National Brands Operating in Pakistan

This study presents new insights with respect to positioning of multinational brands in Pakistan including the most preferred positioning platform, choice of unique selling proposition, and relevant communication medium, according to the respective target market. It is qualitative research and a case study based design. Firstly, literature review was conducted to study Positioning Theory and lay the foundation for the interview guidelines. Next, five multinational brands were selected, based on the highest sales revenue. In-depth interviews were conducted with the Brand Managers of these corporations, for the presentation of the findings and framework. Key findings show that emotional positioning is most preferred by females, kids, and socio-economic classes A and B. This type of positioning is more useful in case of image-based, experiential products. Similarly, functional positioning is helpful in the case of adult males, all socioeconomic classes, who wish to have a superior product and better features. Regarding originality of this study, it contributes to the literature through a 'Framework for Brand Positioning Strategies of Consumer goods in Emerging markets'. It shall also serve as an actionable guideline to marketing practitioners in the industry as they would be able to choose between emotional and functional positioning platforms and make strategic decisions accordingly. In addition, it will also lead to further research for example Business-to-Business models.