Marketing Tutorial: Chapter 7 - Positioning Tutorial: Differentiation, Competitive Advantage Positioning Bases, Perceptual Mapping Marketing Case Study - De Nobrega Fisheries Read the following case study and then answer the questions that follow on your own. You may use your textbook Mr De Nobrega, a Portuguese South African runs a small fish shop in Kuilsriver in Cape Town. It has been running for roughly 25 years and has really become an established business in the local Kuilsriver area. He is known far and wide for providing fresh fish and chips that is good value for money Recently, a large new housing complex was built very close to his store. As it was being built he thought that there would surely be a lot of new customers coming to his shop once all the people start moving in However, what he failed to notice was that a Fish Away's was also being built right across road from the complex Three months later the complex was complete and almost all the flats had been filled up with people. He knew it was only a matter of time before his new customers started streaming in. However, 2 months later, not one new customer had entered his store only his older more loyal customers continued purchasing from him. He just could not understand why So he went for a walk to think about what he could do. As he came around the corner of the block of flats he saw before him the reason for his troubles, the new Fish Away's shop In order to determine what was going on, he went across the road to order some fish and chips from Fish Away's and evaluate their service for himself. As he walked in he noticed that the shop was very clean and neat and that the staff were all dressed in uniforms. He noticed that they had big menus that were above the counter that gave a list of all of the different meals that they offered as well as their prices. Another thing the noticed was that they had loyalty cards for their customers so that after 20 meals they got the next one absolutely free. Lastly, he noticed a poster advertising a competition that said that if anybody liked their Facebook page and gave in their most recent completed loyalty card they would stand a chance to win a trip to Portugal for two He ordered a normal hake and chips. It came in a branded package and smelled quite good. He serves his meals wrapped up in white paper - just like all the independently run fisheries. He sat down and tried the food. It was okay, but definitely not as nice as his fish that he fries in his special batter that had been passed down from his great great grandfather who opened their first family fish shop in Portugal many years ago. He also noticed that although the meal was a bit cheaper than his, the pieces were not as big as the ones that he gave. All in all, he still could not understand why people were not purchasing from his store. It might look pretty but the actual fish and chips was not nearly as good as his SECTION A Questions 1. Can you help Mr De Nobrega by telling him why the new people in the complex are not buying from his store? (1) 2. Explain the important lesson that Mr De Nobrega has learned concerning scanning his environment? (2) 3. Determine the impact of the tools that Fish Away's was using to engage with their customers. Also make reference to how they relate to the latest social trends? (3) 4. Considering his new competition analyse Mr De Nobrega's business and determine which base he could use to differentiate his business effectively from Fish Away's. (3 ) 5. Identify which base he could use to position his offering effectively in the minds of consumers. Explain your answer. (3) 6. Develop 3 potential slogans that he could use in marketing communications (advertising) to promote this positioning? (3) TOTAL: 15 SECTION B In order to assist Mr De Nobrega with his Positioning Strategy he has asked you to create a visual representation for him. Use the House Template you have been given to develop a visual positioning strategy to show Mr De Nobrega (10) TOTAL: 10 SECTION C After learning some big lessons with regards to SECTION C After learning some big lessons with regards to environmental scanning, Mr De Nobrega took some time and money to do even more in depth research on the fish shop market in Kuilsriver. He paid a Marketing Research company to collect data for him on the unique preferences of customers when it comes to fish and chips, as well as how they rate this competitors on those attributes. They came back with the following data Ranking of Attribute Preferences 1.Taste 2. Freshness 3. Portion Size 4 Speed of service The variations that people wanted were as follows A. High Taste and Freshness. Smal portion site B. Low Taste and Freshness. Large Portion Size CHigh Taste and Freshness. Large Portion Size D. Medium Taste and Freshness, Medium Portion Size Competitor Ranking on Important Aarbutes Company Logo The FISHCHIP Snoekies fishaways Portion Press ho L THIS Questions 1. Create a consumer preference map based on the desired combination of attributes people wanted. (3) 2. Create a product brand map based on consumers' perceptions of the various brands (3 > 3. Create a combined map that includes the consumers' preferences and brand perception (3) 4. Indicate clearly with an X) on the combined map where you would position Mr De Nobrega, Motivate your answer. 3. Explain how the positioning process can help marketers identify target marker opportunities (3) TOTAL: 15