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 Recognition Quality Material / Industry Total
Control Ingredient Rating/ points**
Review
A Superbrand ccb - Xxxxxx Xxxxx 21
Malaysia
15 (refer
○
0 (refer App
Xx)
(refer
App
(refer Appendix
○
6 Xx)
Appendix Xx) ○ 4 ○
6
Xx) ○ 5
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 the ORIGINAL PRICE and in Malaysian Ringgit (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 (15, RM1.57) A

1.5 B
PRICE (RM)

1 A (21, RM1.26) D
E

0.5 F

0
0 5 10 15 20 25
QUALITY (POINTS)

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

High price

A (21, RM1.26)

B (15, RM1.57)

Low Quality High Quality

Low Price

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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---------------------------------------------------------
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*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 (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 (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 Positioning mapping analysis table – Quality).

5. Recommendation (10 marks - 2 pages)

Suggestion for the product/brand (own brand) improvement based on your analysis above.
Minimum 5 points. The recommendation should base on the positioning mapping (price or quality).

6. Conclusion (3 marks - 1 page)

Conclude the whole assignment.

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FAQs
1. How to do reference and citation for images and photographs
a) If you use an image that is your own, no in-text citation or reference is required. It is good
practice to provide a phrase indicating the source, such as ‘own photo’ in brackets. However, you
do not need to provide an entry in the reference list, you just need a caption.
In-text citation:
Appendix 1 shows the ....
OR
The Sun has several ... (see Appendix 1)
Example in appendix:

Appendix 1. The Sun (own photo).

b) Reference an image from the web

Format:
Author, last name, Initial. (Year). Title of work [Format]. Site Name. URL

Example:
Baumel, A. (2010). Cholera treatment center in Haiti [Online image]. Doctors Without Borders.
https://www.doctorswithoutborders.org

All images used in assignments must be accompanied by references to the source text. Below the
image, cite the source where the image was located using standard author and date information.

2. 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.

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To view more reference examples, please refer: https://apastyle.apa.org/style-grammar-
guidelines/citations/basic-principles/same-year-author

3. What if I cannot find the author or a date on 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).
 If a resource has no author and no date, you need to consider whether it is a suitable
source for academic work, as your work will suffer from lack of credibility.

4. How do I cite Malaysian or Asian names?

You will need to be aware of the various ways to cite Asian names. For Chinese and Japanese
names, use the writers’ family names when you are citing them in your text. As for your
reference list, put the writers’ family names first followed by their initials.

For example: In-text citation Reference List

Full name
Chinese Name Sheng (2003) Sheng, Y. L. (2003). The Chinese dilemma.
Sheng Ye Lin New South Wales: East West Ltd.
Chinese Names with Foo (1983) Foo, V. H. K. (1983). Sarawak: Mini
English Names episodes of the past. Fajar Bakti.
Vincent Foo Hiap Khian
Japanese Name Kimbara (2007) Kimbara, T. (2007). The digital collapse.
Tatsyo Kimbara London: Penguin.

However, for Malay and Indian names, use the writers’ full names in both the in-text citation and
reference list.

For example: In-text citation Reference List

Full name
Malay Names (without Mahathir Mohammad Mahathir Mohammad. (1982). The Malay
family names) Mahathir (1982) dilemma. Petaling Jaya: Federal
Bin Mohammad Publications.
* Omit bin/binti
Indian Name Bala Ramasamy (2004) Bala Ramasamy. (2003). FDI and
Bala a/l Ramasamy uncertainty: The Malaysian case study.
* Omit d/o, s/o, a/l, a/p Journal of Asia Pacific Economy, 20(2). 75-
79.

5. How do I cite the authors’ names if they have the same family name in the reference list?
How do I show in my in-text reference which idea belongs to which author?

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You distinguish between the two authors in your assignment by adding their initials to the in-text
reference (which usually only has the family name and date).

For example:
The theory was first suggested in 1970 (Johnson, H. T., 1971) but since then, many researchers,
including D. E. Johnson (2001), have rejected the idea.

*The reference list in the APA referencing system:

 is titled ‘References’
 is arranged alphabetically by author’s family name
 is a single list – books, journal articles and electronic sources are listed together and not
arranged in a separate list
 includes the full details of your citation in the text

**APA System can be found at following web page:

https://tarcez.tarc.edu.my/login?url=https://resolver.vitalsource.com/9780357633021

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