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Brand positioning serves as a crucial strategic tool for establishing a distinctive identity in the minds of consumers amidst intense competition. This study delves into the brand positioning strategies of Kannu Ki Chai within the vibrant chai culture of Pune, Maharashtra. Founded with a commitment to quality and customer satisfaction, Kannu Ki Chai has emerged as a beloved local brand, resonating with tea enthusiasts across the city. Through a mixed-methods approach, including surveys and data analysis, the study examines consumer perceptions, attitudes, and preferences towards the brand, shedding light on its perceived attributes, brand identity, competitive advantages, and strategic focus areas for improvement. Findings reveal that taste, quality, and ambience are key drivers of brand perception, with respondents predominantly associating Kannu Ki Chai with modernity and affordability. Additionally, the study identifies technological integration and expansion of physical outlets as critical avenues for enhancing competitiveness. Overall, the study underscores the brand's strong positioning in Pune's chai market and provides actionable recommendations to further solidify its market presence and appeal.
Nagare et al. (Sun,) studied this question.