MKTG716 Marketing
Your group’s task is to introduce a new brand into the English Canadian market, basing it on the product category (must be widely available in supermarket or drugstore) you have selected. To do this, you must address each of the following:
1. Competitor Brands Price/Quality Positioning Graph
Identify 5 brands that compete in the product category you have selected (note: a different flavour or fragrance is NOT a different brand). Obtain pricing information and package size information for all five brands, preferably from the same Canadian source, for example walmart.ca.
Convert all prices to a price per 100 grams or price per litre, or whatever makes sense so that you can compare prices on the same scale, i.e. you don’t want to compare the price of a 500 ml bottle of shampoo to a 600 ml bottle of shampoo, so divide by the number of millilitres to get the price/ml and multiply by 100 for price/100 mls. For a product like gum or teabags, use price/unit, i.e. per stick or per teabag.
Now, go to the same site and obtain the average rating of the reviews given to each the 5 brands by consumers, e.g. 4.7 out of 5 stars, etc. Ensure this average is based on at least 25 consumer reviews. If there are fewer than 25 reviews, find an avg quality rating for the same brand on the U.S. site or go to online product review sites like goodguide.com or beautypedia.com (for cosmetics) or amazon.
Using the data for the 5 brands, create a “data table” as per the example below. For source of data, the table should include the full url link and be sure to also include it in your bibliography. If you used two sources, one for the price and a different one for the quality rating, put both in the table.
