2. Product Convenience Products FairPrice offers a wide range of products ranging from food to body care to hygiene products. These items are convenient and mostly are neccessities so they are bought often without consideration

3. Price The price of FairPrice products are reasonable and within consumer’s reach. FairPrice is conveniently located in shopping malls and some neighborhood areas. Place

4. Promotion FairPrice holds offers and promotions frequently The most common promotion they offer is bundled pricing promotions. E.g. twisties usual price of 1 for $1.15, bundled pricing of 2 for $2 Lucky Draws

5. What could be done to enhance their brand positioning? FairPrice could improve on their Points-of-Difference so as to create a strong, favorable and unique associations as the products they are selling are almost the same as its competitors. FairPrice can also differentiate themselves by providing services their competitors don’t provide so that they can establish a “unique and one-of-a-kind” image in the minds of the target market.