Jamshed Ahmad, SAP ID: 21080

Strategic Marketing
Assignment 3

Q1: Select 10 brands from an industry and develop positioning map. Explain your choices?
Ans: I have selected 10 different universities from higher education industry in Pakistan and
compared it from its reputation and cost of universities.

Higher Education Industry (Universities)

Good Image

Quid e Azam
NUST
University

FAST university

Air University
Islambad

International Islamic Bahria University

NUML
Univeristy Islamabad Islamabad
Low Fees

High Fees
Riphah International
University

Preston Univeristy
Islamabad

AL Khair University

Bad Image Template by: www.perceptualmaps.com

 1. NUST
National University of Science and Technology is one the top and excellent university in Pakistan,
according to the HEC ranking NUST laid on the first position among all universities in Pakistan.
As per position map in the above graph, it is regarded one of the well reputed (good image) as well
with higher fee cost university in Pakistan.
2. FAST University
The National University of Computer and Emerging Sciences, also commonly known as FAST "
Foundation for Advancement of Science and Technology ", is a private university in Pakistan.
According to the positioning map this university is consider one of expensive (high fee) university
with having good image among all university in Pakistan.
3. Riphah International University
Riphah International University is a private university in Pakistan, chartered by the Federal
Government of Pakistan in 2002. The university was established with the aim of producing
professionals with Islamic moral and ethical values. This university has a normal image in
Pakistan with somewhat higher fee cost.
4. Quid i Azam University
Quaid-I-Azam University Islamabad is a public research university in Islamabad, Pakistan. This
university is ranked among the finest and top university of Pakistan with good image and
reputation. As Quid i Azam University is a public university therefore it is existing among the
low fee cost university in Pakistan.
5. International Islamic University Islamabad
The International Islamic University, Islamabad, or IIUI, is a public university located in
Islamabad, Pakistan. It was established in 1980 and restructured in 1985. IIUI has a normal
image among student in Pakistan and this university consider one of the inexpensive (low fee)
universities in Pakistan.
6. Preston University Islamabad
Preston university is a private university in Pakistan. According to the above positioning map,
this university is listed among the bad image university in Pakistan with charging low fee cost
from students.
7. NUML
The National University of Modern Languages is a public university with its main campus
located in Islamabad, Pakistan and other satellite campuses in different cities of Pakistan. It was
established as an institute in 1969 and upgraded to university on May 29, 2000. This university
has somewhat good reputation with charging not too much fees (normal fee).
 8. Air University Islamabad
Air University is a public university located in Islamabad, Pakistan. It is established by the
Pakistan Air Force in 2002. It is a civilian university and offers undergraduate and post-graduate
programs in several department. This university is also considered among expensive universities
with having good image in Pakistan.
9. Bahria University Islamabad
Bahria University is a semi-private university in Islamabad, Pakistan. The university maintains
campuses in Karachi and Lahore and established by the Pakistan Navy in 2000. As according to
the position map graph, Bahria university considered among good image universities with
charging somewhat high fee cost from students.
10. Al Khair University
Al khair university is a private university in Pakistan and it have bad image in Pakistan with not
providing quality education. This university is also not charged expensive fees from student
therefore this university listed among low fee cost university in Pakistan.