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Guidelines For Group Assignment

This document provides guidelines for conducting a positioning mapping analysis of a brand or product. It instructs the user to select a focus area and 5 or more competitors to analyze based on price and quality factors. For price, the original price and price per 100g is calculated and compared. For quality, brands are rated on a 6 point scale for attributes like awards, recognition, materials and industry reviews. The ratings are totaled and brands are mapped on a diagram with quality on the x-axis and adjusted price on the y-axis. In the analysis, the document states to discuss the price and quality of each brand based on the data, and provide a recommendation and conclusion.

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CHZE CHZI CHUAH
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61 views8 pages

Guidelines For Group Assignment

This document provides guidelines for conducting a positioning mapping analysis of a brand or product. It instructs the user to select a focus area and 5 or more competitors to analyze based on price and quality factors. For price, the original price and price per 100g is calculated and compared. For quality, brands are rated on a 6 point scale for attributes like awards, recognition, materials and industry reviews. The ratings are totaled and brands are mapped on a diagram with quality on the x-axis and adjusted price on the y-axis. In the analysis, the document states to discuss the price and quality of each brand based on the data, and provide a recommendation and conclusion.

Uploaded by

CHZE CHZI CHUAH
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
You are on page 1/ 8

Positioning Mapping

All information MUST SUPPORT with evidences/facts.

1.0 Introduction (3 marks – 1 page)


 What is your area of focus and what brand/product(s) you doing? Eg. The
brand I’ve selected – Coca-Cola and focus just on the Original flavour and
with the weight of 1.5L.
 Who are the competitors? – List the 5 direct/indirect competitors* and also
a brief reasons for competitors selection like why this brand/product(s) is
selected as a competitor?
 Price: What you based on for the prices? Where you obtain/reference the
price from? Eg, All the prices based on the original flavour & 1L (as not every
brand have the same weights or size, therefore, a price adjustment may require
in the later stage), while the prices all obtained from Waston, Kepong.
 Quality: What you based on for the quality? Eg, The qualities are based on
criteria such as awards, process, ingredients, materials, recognition of bodies/
authorities, quality assurance and etc.

* Please remember, regarding the competitors, you need to have minimum 5


competitors (whether is direct or indirect depends on the nature of product),
but MUST identify ALL the direct competitors 1st before moving to the indirect.
Which mean if the company have a lot of direct competitors, then ignore the indirect
competitors. Indirect only come in if the product nature has limited direct
competitors. All the competitor identify in the competitor analysis must plot into the
positioning mapping. So, will have at least 5 competitors + 1 (the product/brand
selected by the students) in the mapping, 6 in total.

2.0 Company Background (3 marks – 1 page)


A brief company background history like who is the founder and etc. Please do
focus more on Malaysia market.

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(i) Positioning mapping analysis table – Quality
All information MUST SUPPORT with evidences/facts.
Brand Quality
Awards Recogniti Quality Material / Industr Total
on Control Ingredien y points**
t Rating/
Review
A Superbrand ccb - Xxxxxx Xxxxx 21
Malaysia
15 (refer App
○
0 (refer App (refer
Xx) App
(refer App Xx) ○ 4 ○6 Xx)
Xx) ○ 5 ○
6
B Superbrand Abc - - Xxxx 15
Malaysia (refer
14 (refer (refer App
○
0 ○
0 App
App Xx) Xx) ○ 6 Xxx)
○ 4 ○
5
C Asia Top Abc xxx xxxxx xxxx
Brand
2016 (refer (refer App
App Xx) Xxx) ○ 6
○6
D -○
0 xxxx xxxx - xxxx
E -○
0 xxx - xxxxx xxxx
F -○
0 xx xxxx xxxx xxxx

Suggest using the rating system to plot the mapping. The rating system from
Highest quality ‘6 points’, lowest quality ‘1’ and give ‘0’ if not available. If have
2 brand/product(s) practised the same thing, same points could be awarded, but the
following point should not be awarded for the next brand/product(s), i.e., recognition
column above, where 5 points aren’t awarded due to brand B & C have the same
points. The brand/product has the highest total points put it at ‘high’ quality area in
the mapping diagram, while the lowest total points put it at ‘low’ quality area of the
mapping diagram.
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(ii) Positioning mapping analysis table – Price
All information MUST SUPPORT with evidences/facts.
Brand Original Price/weight (per Price Adjustment (per 100g)**
unit)
A RM 6.28 / 500g ( RM 6.28 / 500g ) x 100 g
(refer to appendix xxx) = RM 1.26
B RM 6.59 / 420g ( RM 6.59 / 420g ) x 100g
(refer to appendix xxx) = RM1.57
B RM 8.31 / 408g ( RM 8.31 / 408g ) x 100g
(refer to appendix xxx) = RM 2.04
D RM 6.35 / 320g ( RM 6.35 / 320g ) x 100g
(refer to appendix xxx) = RM1.98
E RM 6.99 / 420g ( RM 6.99 / 420g ) x 100g
(refer to appendix xxx) = RM 1.66
F RM 6.89 / 464g ( RM 6.89 / 464g ) x 100g
(refer to appendix xxx) = RM 1.48
Mathematical calculation for price per 100g.
PRICES must be based on ORIGINAL PRICE AND RM.

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3.0 Diagram (3 marks – 1 page)
All information MUST SUPPORT with evidences/facts.

**Please used the total points (from i) and adjusted price (from ii) for the diagram.

Remember, the positioning mapping is based on the quality & price variable (from
part i & ii). When you find the information for different brand/product(s),
remember MUST compare equally (Eg, price of 1.5L of Coca-Cola with the price
of 1.5L of Pepsi; try to find the closest/similar to compare. If don't have, please
calculate and adjust it). While for the quality, can be based on quality assurance,
awards, authorities, recognition & etc.

(Diagram put into content) Either one approach is OK!!

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Positioning Mapping Diagram
2.5

2
B (RM1.57, 15) A

1.5 B
PRICE (RM)

1 A (RM1.26, 21) D
E

0.5 F

0
0 5 10 15 20 25
QUALITY (POINTS)

(Diagram put into content) Either one approach is OK!!


High quality

A (RM1.26, 21)

B (RM1.57, 15)

Low price High price

Low Quality

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All information MUST SUPPORT with evidences/facts.
4. Positioning mapping analysis (18 marks - 6 pages)

4a. Price*: Explain/discuss about the price---------------------------------------------


----------------------------------------------------------------------------------------------------
-------------------------------------------
4b. Quality*: Explain/discuss about the quality----------------------------------------
----------------------------------------------------------------------------------------------------
----------------------------------------------------------------------------------------------------
----------------------------------------------------------------------------------------------------
----------------------------------------------------------------------------------------------------
-------------------------
*REPEAT 4a and 4b for all the brand/product(s) for positioning
mapping analysis part.
Example for 4a & 4b
Price:
Carjen Nyonya Curry Laksa is the cheapest among its competitors. For a pack of
Carjen Nyonya Curry Laksa it costs RM6.28 in Giant Subang Jaya. However, being
the heaviest among other brands at 500g, the price per 100g is RM1.26 (refer
appendix 6).
Quality:
For awards, Carjen’s Nyonya Curry Laksa ranked second as their highest ranking by
Ramen Rater is No.3 of all time in year 2016 (Lienesch, 2016b) and they managed
to make it in the top 10 lists of all time for 2017 at No.4 (Lienesch, 2017) and for
2015 also at No.4 (Lienesch, 2015a). The rating and review from The Ramen Rater
is very highly acknowledged by the instant noodle industry in Malaysia as the instant
noodle brands will include it in their packaging that they are ranked top 10 in the
world by the Ramen Rater (refer Appendix 8). Therefore, it is deemed an award at
international level. They also won a local accolade, Power Brands Super Excellent
Brand Award in year 2013 (Carjen Food Sdn Bhd, 2017c). By winning 3
international awards and 1 local award, they are given 5 points out of 6 (refer to
appendix table).

CL27520V2
All information MUST SUPPORT with evidences/facts.
5. Recommendation (10 marks - 2 pages)
Suggestion for the product/brand (own brand) improvement based on your analysis
above. Minimum 5 points.

6. Conclusion (3 marks - 1 page)


Conclude the whole assignment.

How to do reference and citation for image?


a) If you are including in your work a photograph you have taken yourself treat
yourself as the author, give your photograph a name (even if it is just Photograph
of ...) and follow this style:
- In your reference list:
Smith, G., 2015, Name of photograph, unpublished photograph.
- In your text (citation): (Smith 2015)
b) An image from the Internet with an author
- In your reference list:
Colli, MG 2009, Bilbao_6 Guggenheim Museum Bilbao, photograph, viewed
January 2012, <http://www.flickr.com/photos/52355315@N08/5757476385/>.
- In your text (citation): (Colli 2009)
c) An image from the Internet with no author or date
- In your reference list:
Nefertari with Isis, n.d. photograph, viewed 4 January 2012,
<http://en.wikipedia.org/wiki/File:Ankh_isis_nefertari.jpg>.
- In your text (citation): (Nefertari with Isis n.d.)

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How do I cite an author who has written more than one work in the same
year?
You put a lower case letter of the alphabet next to the year or date and keep
these letters in your reference list as well.
For example:
In a recent publication, Bart (2004b) argued that mission statements of most
organization are underutilised and most organization had jumped on the
bandwagon of creating mission statements without knowing the true purpose of the
statement (Bart 2004a).
The order of sequence in which you attach the letters is based on the alphabetical
order of the title of the work by the author.
What if I cannot find the author or a date in a website?
• When there is no name on a webpage, look for a sponsoring body like an
organisation or a government department responsible for the information.
• Where there is no sponsoring body, use the title of the article or document on the
screen as the ‘author’.
• Where there is no date, use ‘n.d.’ (no date).

CL27520V2

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