Multinational conpanies' choice of target market and brand positioning at laundry detergent sector in Turkey

In this thesis, Multinational Companies (MNCs) at laundry detergent sector in Turkey is the subject of study. MNCs' that are active at laundry detergent sector, productions and brands serviced at this sector varies. Therefore detergent sector has been evaluated on its laundry detergent production, disposition and marketing aspects. For MNCs, that are active at the laundry detergent production and facing competitive environment, choosing target market and brand positioning policies, strategies and methods are substantial. We subdivided our study headed Multinational Companies' Choice of Target Market and Brand Positioning at Laundry Detergent Sector in Turkey to three sections. We analyse target market choice and segmentation in first section brand positioning in second section. In the last section of our thesis an application has been conducted. We analysed target market choice and brand positioning activities of MNCs that are active at laundry detergent sector based on their answers to "in depth interview questionnaire" in the last section.