ASSIGNMENT #1

SERVICES MARKETING
WARDAH KHAN (02-320182-011)
MBA Weekend 5-B

Questions:

1 - From the above description about positioning map and your understanding, explain what you understand by
positioning and discuss its importance for a service company (1 mark)
Answer 1:
Positioning:
Listening to Customers involves Market/ Market Research or Customer Research and it link up with marketing
research. At its modest, brand positioning is the process of setting your business apart from your competitors in a way
that builds preference for you among your target audience. Its goal is to associate your firm with an idea or category in
the minds of people who might buy your services.
Here are a few of the key benefits of brand positioning:

1. It focuses you on a specific target market. 

2. It clarifies how you are different from competitors.  
3. It shows how to win new clients.
4. It drives creative decisions.
5. It drives service development and pricing decisions. 

2- Briefly summarize the case of Palace hotel as discussed – Maximum 100 words (1 mark)
Answer 2:
Summary of The Palace Positioning Mapping:
Being a successful 4-Start Hotel, the management of The Palace developed a positioning mapping predicting their own
competing hotels, to get a better understanding of the future threats to their establishment market position in the City
they exist. Being located on the edge of the blooming financial district, The Palace by maintaining its elegancy to a
great extent and modernization wants to learn about the rising competition among the other rising hotels. Possessing a
strong appeal among the business travelers. To make a better understanding of the arising competition with another
hotel Grand that is now doing some major expansions the management team worked to prepare The Palace’s position
in the business traveler market both before and after the entrance of new competition by using Four Key Attributes:
Room price, level of personal service, level of physical luxury, and location.

3- Discuss and prepare positioning map of a local service in Pakistan (except hotels) (3 marks)

Answer 3:

Positioning Mapping of Surf Excel:

Surf Excel introduced by unilever Pakistan in 1948, under the brand name “Surf Excel”.
Initially the brand positioned on the clean proposition of “washes whitest”.
However, the immergance of other numerous brands in detergent manufacturers and the entry of other global brands,
surf Excel underwent various changes in its Brand identity.
With new slogans and marketing edge surf excel is now focusing on cleanliness and price factor although it is among
the most expensive detergent brand in local market but by their cleanliness commitment “Daag to chala jayega ye waqt
phir nahi ayega” they are leading the market in upper middle class and exclusively in fame and awareness surf excel is
still consider the most reliable detergent brand of Pakistan.
 The Key Positioning Map is based on two major factor: Price and Cleanliness:

HIGH (CLEANLINESS)
Surf Excel

Ariel
Bright Total
Express Power
Bonus Active

LOW (PRICE) HIGH (PRICE)

Bonus Tri-Star
Wheel

LOW (CLEANLINESS)