PRODUCT POSITIONING STRATEGIES AND MARKETING PERFORMANCE OF INDOMIE INSTANT NOODLES IN UYO METROPOLIS

Abstract This study examined product positioning strategies and marketing performance of Indomie Instant Noodles in Uyo Metropolis. The study seeks to examine the relationship between pricing-based positioning and marketing performance of Indomie Instant Noodles in Uyo metropolis, To examine the relationship between quality-based positioning and marketing performance of Indomie Instant Noodles in Uyo metropolis, Lastly, examine the relationship between products benefit based positioning and marketing performance of Indomie Instant Noodles in Uyo metropolis. The study uses survey research approach, where survey approaches were employed with a sample size of 316 drawn from a population of 1500. The findings of the Regression analysis (SPSS Version 25) demonstrated a positive association between the three variables of the study “Pricing based positioning, quality based positioning and product benefit positioning ’’and marketing performance. Finally the study recommend that Managers of the firms should give reasonable attention to pricing because they have the ability to provide opportunities to every customer to buy according to their income, lifestyle, and nature, the study also recommend that firms should try to pay greater attention to the quality of their product as it enhances marketing performance of their product, Lastly, company should consider product benefit positioning as it differentiate the company’s product from competing brands in the marketing to enhance marketing performance.