Individual Assignment

MKT202
Full name:

ID Student:

Class:

Lecturer:

TOPIC: Creating Brand Position Map for the retail shops

Table of content

I. Market overview
II. Analysis of 5 fashion shop
1. Boo
2. H&M
3. ZARA
4. Adidas
5. UNIQLO
III. Evaluation
IV. Brand Position Map
1. Price, Quality of service
2. Price, Location
3. Quality of service, Ratings
V. References
 I. Market overview
The fashion store market situation in Vietnam has been developing strongly in recent years.
The fashion industry in Vietnam is going through a period of rapid growth. The development of
the economy, the improvement of people's living standards and consumption trends have created
favourable conditions for the development of the fashion market.
The Vietnamese fashion market is diverse and rich with the appearance of domestic and
international brands. Customers have a wide choice of styles, designs and price ranges.
Customers are increasingly interested in sustainable and high-tech fashion products. Fashion
brands need to come up with sustainable products and solutions to meet customers' growing
environmental and social needs.
Brand Positioning Map
Therefore, the Brand Positioning Map is of great importance in determining the location of
customers. Brand positioning maps help determine the position of products and services in the
market customer eyes. It allows to see the target customer group, their needs and desires, thereby
building a reasonable strategy and message to reach and attract target customers.
Besides, the brand positioning map allows to compare the position of products and services with
competitors. It helps to see the strengths and weaknesses of products and services compared to
competitors, thereby shaping and reinforcing the brand's characteristics to create differentiation
and competition in the market.
In short, a brand positioning map is an important tool in determining the position and strategy of
products and services in the eyes of customers and compared with competitors. It helps to build
brand image, guide marketing strategies, ensure consistency and uniformity, and identify
opportunities and challenges in the market.

II. Analysis of 5 fashion shop

1. BOO
Boo is a fashion store that offers unique characteristics, value propositions, and benefits to its
customers. Boo brings a wide range of unique and trendy fashion options to customers. Their
collections feature distinctive designs, patterns, and styles that cater to various preferences and
fashion tastes. Customers can express their individuality and stay updated with the latest fashion
trends by choosing Boo.
High-Quality Products:
Boo is committed to delivering high-quality fashion products. Their garments are made from
premium materials, ensuring durability and longevity. Customers can rely on the quality of Boo's
products, knowing that they are investing in well-crafted and enduring pieces.
Convenient Locations:
Boo strategically selects its store locations to provide convenience to customers. Their stores are
often situated in popular shopping districts or malls, easily accessible to a wide range of
customers. Choosing Boo allows customers to conveniently visit their stores and explore the
fashion offerings without hassle.
Competitive Pricing:
Boo offers competitive pricing for its fashion products. They strive to provide affordable options
without compromising on quality and style. Customers can enjoy trendy and high-quality fashion
items at reasonable prices, making Boo a cost-effective choice compared to other fashion
retailers.
Comfort and Fit:
Boo understands the importance of comfort and fit in fashion. Their clothing is designed to not
only look stylish but also provide comfort and a flattering fit. Customers can enjoy the
combination of fashion-forward aesthetics and comfortable wearability, ensuring a positive
experience with Boo's products.
In summary, customers should choose Boo because of its unique and trendy fashion, high-quality
products, attention to detail, comfort and fit, personalized customer service, and emotionally
appealing offerings. Boo provides a fashion experience that combines style, quality, and
individuality, giving customers a compelling reason to choose the brand.

2. H&M
H&M is a popular fashion retailer known for its unique characteristics, offers fashion-forward
clothing at affordable prices. They provide customers with a wide range of trendy and stylish
options without breaking the cost. The affordable pricing attracts budget-conscious customers
who seek fashionable clothing at reasonable prices.
High-Quality Products:
H&M maintains a focus on delivering high-quality products. Their clothing is made from durable
materials, ensuring longevity and comfort. Customers can rely on the quality of H&M's products,
providing them with value for their money.

Convenient Store Locations:

H&M strategically places its stores in convenient locations, such as popular shopping malls or
city centre. This ensures easy accessibility for customers, making it convenient to visit and shop
at H&M. The convenient store locations save customers time and effort when searching for
fashionable clothing.
Engaging Shopping Experience:
H&M provides an engaging and enjoyable shopping experience for customers. Their stores are
well-designed, visually appealing, and offer a wide range of options. Customers can browse
through the collections, try on clothes, and receive assistance from knowledgeable staff,
enhancing their overall shopping experience.
Customers should choose H&M because of its affordable pricing, fashionable and diverse
collections, high-quality products, convenient store locations, commitment to sustainability and
ethics, and engaging shopping experience. H&M offers a balance of style, affordability, and
accessibility, making it an attractive choice for customers seeking fashionable clothing at
reasonable prices.

3. ZARA
Unique and Exclusive Designs: ZARA offers unique and exclusive designs that set them apart
from other fashion retailers. Their collections showcase innovative and fashion-forward styles,
allowing customers to express their individuality and stand out from the crowd.
High-Quality Materials and Craftsmanship:
ZARA prioritizes high-quality materials and craftsmanship in their products. The use of premium
fabrics and attention to detail ensures that customers receive durable and well-crafted clothing.
This commitment to quality gives customers confidence in their purchases.

Luxurious and Upscale Experience:

ZARA provides a luxurious and upscale shopping experience for customers. Their store
ambiance, elegant displays, and attentive customer service create a sense of luxury and
exclusivity. Customers can enjoy a sophisticated and indulgent shopping environment.
Price:
Despite offering a luxurious experience and high-quality products, ZARA maintains competitive
pricing. They strive to provide value for money, making their fashion offerings accessible to a
broader range of customers. Customers can enjoy the combination of quality and affordability at
ZARA.
Strategic Store Locations:
ZARA strategically selects its store locations in prime areas frequented by fashion-conscious
customers. These locations are often in popular shopping districts or upscale malls, providing
convenience and accessibility for customers. Choosing RAZA allows customers to easily explore
their fashion offerings.

Emotional Connection and Prestige:

ZARA creates an emotional connection and a sense of prestige for customers. The exclusive
designs, luxurious experience, and high-quality products evoke feelings of elegance and
sophistication. Customers who value prestige and want to make a fashion statement can choose
ZARA for its unique appeal.
Choosing ZARA because of its unique and exclusive designs, high-quality materials and
craftsmanship, luxurious and upscale experience, competitive pricing, strategic store locations,
and the emotional connection and prestige it offers. RAZA provides a blend of style, quality, and
exclusivity that caters to customers looking for distinctive fashion choices and a sophisticated
shopping experience.
4. Adidas
Superior Quality and Performance:
Adidas is known for its commitment to superior quality and performance. Their products
undergo rigorous testing and use innovative technologies to deliver high-performance
sportswear. Customers can rely on Adidas for durable, comfortable, and functional athletic gear.
Extensive Product Range:
Adidas offers a wide range of products catering to various sports and activities. Whether it's
running, soccer, basketball, tennis, or lifestyle apparel, customers can find suitable products for
their specific needs. The extensive product range ensures that customers can find everything they
require under one brand.

Competitive Pricing:
While Adidas offers premium quality and design, their pricing remains competitive. Customers
can access high-quality sportswear without paying a significant premium compared to other
luxury sportswear brands. This combination of value and quality makes Adidas an attractive
choice.
Wide Distribution Network:
Adidas has a wide network of retail stores and online platforms globally. Their stores are
conveniently located in major cities, shopping centers, and online platforms, making it easy for
customers to access their products. This widespread availability ensures convenience for
customers.
Adidas having superior quality and performance, innovative design, extensive product range,
authentic brand image, brand endorsements and collaborations, competitive pricing, and wide
distribution network. Adidas provides customers with a trusted and stylish sportswear brand that
enhances their performance, style, and overall sporting experience.
 5. UNIQLO
Uniqlo is a popular clothing retailer known for simple and timeless design: Uniqlo offers simple
and timeless designs in its clothing collections. Their focus on minimalism and versatility allows
customers to create stylish and effortless outfits suitable for various occasions. The clean and
modern design aesthetic appeals to customers seeking a timeless and sophisticated look.

High-Quality and Affordable Products: Uniqlo is committed to providing high-quality products

at affordable prices. Their clothing is made from durable materials, ensuring longevity and
comfort. Customers can enjoy the combination of quality craftsmanship and accessible pricing,
making Uniqlo a cost-effective choice.

Convenient Store Locations:

Uniqlo strategically places its stores in convenient locations, including major shopping centers
and busy city areas. This ensures easy accessibility for customers, making it convenient to visit
and shop at Uniqlo. The convenient store locations save customers time and effort when
searching for stylish and affordable clothing.
Collaborations and Limited Edition Collections:
Uniqlo frequently collaborates with designers, artists, and popular brands to create exclusive and
limited-edition collections. These collaborations bring unique and exciting designs to customers,
allowing them to access special pieces and express their individuality through fashion.
Positive Shopping Experience:
Uniqlo aims to provide a positive and enjoyable shopping experience for customers. Their stores
are well-organized, featuring clear displays and helpful staff. Customers can explore the
collections at their own pace and receive assistance when needed, creating a pleasant and stress-
free shopping environment.
Uniqlo offers customers a blend of style, quality, accessibility, and affordability, making it a
preferred choice for those seeking fashion-forward yet practical clothing options.

III. Evaluation
 Data Summary Table:

Price Services Location Ratings and

feedback

Brands Price of Variety of General Location and Rating,

service services services surroundings Feedbacks
and
facilities

BOO 4.6 4.6 4.7 4.5 4.8

H&M 4.5 4.3 4.2 4.2 4.6
ZARA 4.3 4.7 4.8 4.3 4.4
ADIDAS 4.8 4.9 4.6 4.5 4.7
UNIQLO 4.5 4.2 4.4 4.0 4.5
(Max points: 5)

IV. Brand Position Map

1. Quality of service and Price
 2. Quality of service and Rating

V. REFERENCES
https://boo.vn/
https://www.zara.com/vn/
https://www.adidas.com.vn/vi
https://www.uniqlo.com/vn/en/men/tops/tops-collections?path=%2C%2C23257
https://viracresearch.com/thi-truong-thoi-trang-viet-nam-va-xu-huong-thoi-trang-
2021/
https://www2.hm.com/en_us/index.html
https://www.dnb.com/business-directory/company-
profiles.boo_services.384943c9bfd7d116a39a3250498fcf37.html
https://www.forbes.com/sites/pamdanziger/2018/04/23/zaras-difference-pull-
people-in-not-push-product-out/?sh=6f6ff53423cb
https://faq-fr.uniqlo.com/