Positioning PanizFam Brand in Tehran

Food Industry among the industries of each country Have strategic importance. Among these industries, industries that provide the daily energy of of each country's citizens is of key importance. sugar industry Sometimes called sugar industry, One of the most important food industry in each country. PanizFam companies with more than 70 years in the field of sugar, is considered a serious competitor for rivals. Positioning to a company that lets their products and brands distinct out and provide the needs of customers better than competitors. In this context, the aim of this research is to determine brand position Paniz Fam relative to its competitors in Tehran. In this research, after interviews with company executives Panyzfam and identify criteria affecting the formation of mentality and attitude of consumers and identify the competitors of the company, 385 questionnaires were randomly among customers stores Etka and Refah in Tehran Distributed and collected And in the end to determine brand position Panizfam was used exploratory factor analysis(EFA) and perceptual map.The results of the analysis showed that Golestan brand In terms of all factors (product, place and promotion) is the ideal place compared to other brands And Panizfam company to enhance its position with regard to the three factors of production, place and promotion should use marketing strategies in order to reach the ideal place sugar on the market.

Keywords:

Position , Exploratory Factor Analysis , perceptual map , sugar , PanizFam