Reflection

BINH SON_PMK2
 COMPETITIVE POSITIONING
ADVANTAGE Explain
Describe product
competitive position

Agenda advantage with

examples
Present
functions of
perceptual
positioning
maps with
examples
Competitive
An advantage acquired by
delivering more consumer value,
either through lower prices or by

advantage providing additional benefits that

justify higher prices. (Kotler &
Armstrong, 2018)
Nam An Market
Advantage: Superior shopping
experience with luxurious
decoration and location in
premium centers (eg. Estella
Place)
Pricing: Luxury
Coopmart
Advantage: Vietnamese
friendly shopping experience
with most products necessary
and familiar to the
Vietnamese with good pricing.
Pricing: Mid-end

EXAMPLE 1:
Metro
SUPERMARKETS
Big C
Advantage: Diverse product
Advantage: Diverse products
types (especially Western
types with the most
ones like cheese, cream, etc.)
affordable pricing.
and superior products
Pricing: Affordable
reservation (refrigeration
system)
Pricing: High-end
Starbucks
Advantage: distinct quality
and customer service;
prestigious global brand
Pricing: 80,000-105,000đ
EXAMPLE 2:
MILK TEA & COFFEE BRANDS
Koi Thé
Advantage: Taiwan's iconic
bubble tea brand with high
quality beverages.
Pricing: 48,000-102,000đ
Phuc Long Coffee & Tea
Advantage: long-standing
Vietnamese brand with high
quality ingredients from
Vietnam such as coffee and
tea.
Pricing: 30,000-65,000đ
BoBaPoP
Advantage: Taiwan bubble tea
experience with affordable
price
Pricing: 29,000-41,000đ with many
promotions
Product The position a product holds in the
minds of consumers in relation to
competing products based on
Position important attributes. (Kotler &
Armstrong, 2018)
 Perceptual A perceptual positioning map is a
chart that market researchers and

positioning businesses use to show and

understand how target customers
map functions perceive and feel about a brand or
product.
 APPROACH 1 APPROACH 2
Presentations are tools Presentations are tools
that can be used as that can be used as
lectures, speeches, lectures, speeches,

Example 1 reports, and more. It is

mostly presented before
an audience. It serves a
reports, and more. It is
mostly presented before
an audience. It serves a
variety of purposes, variety of purposes,
making presentations making presentations
powerful tools for powerful tools for
convincing and teaching. convincing and teaching.
 APPROACH 1 APPROACH 2
Presentations are tools Presentations are tools
that can be used as that can be used as
lectures, speeches, lectures, speeches,

Example 2 reports, and more. It is

mostly presented before
an audience. It serves a
reports, and more. It is
mostly presented before
an audience. It serves a
variety of purposes, variety of purposes,
making presentations making presentations
powerful tools for powerful tools for
convincing and teaching. convincing and teaching.
References Kotler, P., & Armstrong, G. (2018). Principles of
Marketing (17th ed.). Pearson
Thank you!

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