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P a g e - I n d i v i d u a l A s s i g n m e n t I o r M a r k e t i n g M a n a g e m
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Positioning oI a FMCG Product
By
M. Fazul Ansar
Module: Marketing Management



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P a g e - I n d i v i d u a l A s s i g n m e n t I o r M a r k e t i n g M a n a g e m
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ntroduction:
The purpose oI this assignment is to:
y
Suitable positioning opportunity, either to continue the present positioning or consider re-positioning oI the chosen
product.
y
Synopsis oI the Group Assignment and chosen positioning to create demand andproIitable sales volume
y
Detailed explanation oI the Iollowing tools oI the Tactical Marketing ProgrammeoI a Marketing Plan oI the
chosen product

Product

Price

Place

Promote

People
The assignment presents the Iollowing: 1. Suitable Positioning opportunities, continue with present positioning or
Re-Positioning the Chosen Product2. Synopsis oI the Group Assignment3. Creating Demand and Sales Volumes
Ior the Chosen Product4. Detailed Explanation oI a Tactical Marketing Programme oI a Marketing Plan oI the
chosen product5. ReIerence



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P a g e - I n d i v i d u a l A s s i g n m e n t I o r M a r k e t i n g M a n a g e m
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1.
Suitable Positioning Opportunities, continue with presentpositioning or Re-Positioning the
Chosen Product

i
.
DeIine Positioning
Al Ries and Jack Trout (1981) Act oI designing the companys oIIering and imageto occupy a
distinctive place in the mind oI the target market.Positioning starts with a product. A piece oI
merchandise, a service, a company,an institution, or even a person but positioning is not what you do to a
product.Positioning is what you do to the mind oI the prospect. That is, you position theproduct in the mind oI the
prospect.
ii
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Present Positioning Maliban Vs
.
Competitor (Munchee)
Maliban is a brand name synonymous with biscuits in Sri Lanka. Maliban ispositioned as a good quality biscuit,
with a traditional Sri Lankan image and identity.Munchee, a relatively new entrant to the biscuit market, has over
the yearschallenged Maliban's leadership position, through aggressive marketing, innovativeproduct development
and clever segmentation and positioning. Munchee, basicallyidentiIied products which Maliban dominated and
challenged them with clever renovations!For example, Munchee Tikiri Marie (Maliban-Marie) Munchee Super
Cream Cracker (Maliban Cream Cracker) and Munchee Real Lemon PuII (Maliban Lemon PuII).Whilst
Munchee kept on attacking Maliban, Maliban initially adopted a laid backattitude, revolving around "let's wait and
see".This was the opening Munchee was hoping Ior and they capitalised on thisopportunity.When one analyses
Munchee's strategy, they clearly demonstrated how a marketchallenger should behave. In marketing warIare
terms, Munchee adopted a three-pronged challenger strategy, namely, Irontal attack, encirclement
attack andsegmental attacks. Letsthe writer strive to explain these strategies.