Brand positioning of domestic services in Australia

Abstract

The purpose of this article (as part of a larger study) is to develop and apply a methodology for analysing and assessing the competitive position of the Fantastic Services Australia (FSA) brand in the surveyed country (and the major regional domestic services markets––Melbourne and Sydney). Based on scientifically grounded analysis, theoretical ideas and exploration of FSA markets, the paper highlights some marketing prospects for the company and draws conclusions and guidelines for building an appropriate positioning strategy for the respective regions and types of services (end of lease cleaning, carpet cleaning and one-off cleaning). FSA is one of the largest market players, both in terms of scale and network of franchisees, and this coupled with the intensive rivalry it faces further elucidates the need for carefully calibrated brand positioning to maintain competitive edge.

Keywords: Brand positioning, positioning strategy, domestic services.