‘‘Positioning on Most Loved Brand’

In this assignment, you will be working on Positioning of your most loved Brand.

Brand- Pizza Hut

Remember positioning touches two different aspects. Therefore, the output for this assignment
will need to cover both:

1. A positioning statement:

o This should be a short statement of about 4-5 lines and should cover all the elements taught in
the course: target, frame of reference, point of difference and reasons to believe.

A fast food Pizza outlet chain which offers premium quality pizzas in a dining environment.

2. A positioning / perceptual map:

o This should look like a graph with two axes that define what the category is about.

o Remember what you have learnt in class: quality and price are never good axis to work with;
you need to question what defines quality in that category – is it smoothness? Reliability?
Precision?

You can start either part first, but it can be beneficial to start with the Perceptual Map first. This
will help you identify the point of difference better, as will the Frame of Reference.

In the Perceptual Map, make sure you:

o Start by defining the category well. Do you want to stick to the strictest frame of reference or do
you want to move away into a wider category. For example, if you chose Nike, is it sportswear?
Or lifestyle? Or Healthy Brands?

o Choose your competitors – Dominos, Pizza Express, KFC, Papa Jones

o Identify the points of parity for that category – Pizza Delivery Fast food Chaons

o Plot your brands and your competitor brands.

Your perceptual map should consist of three slides.

1. Plot your brands.

2. Points of parity and the point of difference of your brand – Points of Difference is the premium
quality experience in Pizza Hut which is not similar to the competitors brand.
3. Justify your position in the perceptual map.

For your positioning statement make sure you:

· Write only 4/5 sentences.

A premium quality fast food outlet serving a premium quality pizza with a Certified Hygiene and
Nutrient pizzas in a family dining experience.

· Follow the order of a positioning statement:

o Target – Pizza Lovers, Family Dining

o Frame of Reference – Pizza Fast Food Restaurants

o Point of Difference Preimmunises

o Reasons to believe – The quality offered