Scribd
Upload
24 views7 pages

Multi Variant Analysis: Perceptual Mapping

The document discusses perceptual mapping and positioning analysis. Perceptual mapping is a statistical tool used to map the position of products in the market based on how customers perceive different attributes. It allows comparison of a company's products to competitors on two or more dimensions, showing a product's current and potential positions. Positioning analysis involves understanding how customers perceive brands and their attributes in order to assess how well a product is differentiated and identify attributes to distinguish it from others. The advantages of perceptual mapping are that it provides an exact visual representation of a product's position and can measure multiple attributes for new or existing offerings.

Uploaded by

Vivek Kumar Sharma
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
24 views7 pages

Multi Variant Analysis: Perceptual Mapping

The document discusses perceptual mapping and positioning analysis. Perceptual mapping is a statistical tool used to map the position of products in the market based on how customers perceive different attributes. It allows comparison of a company's products to competitors on two or more dimensions, showing a product's current and potential positions. Positioning analysis involves understanding how customers perceive brands and their attributes in order to assess how well a product is differentiated and identify attributes to distinguish it from others. The advantages of perceptual mapping are that it provides an exact visual representation of a product's position and can measure multiple attributes for new or existing offerings.

Uploaded by

Vivek Kumar Sharma
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
You are on page 1/ 7

Multi Variant analysis

Perceptual Mapping

Abhishek Shukla
4/15/12
11

Perceptual Mapping

Perceptual map is a statistical tool which is used to find the position of any product or company in the market. Perceptual positioning map is a way to show how a market perceives a product against competing products We compare different attributes of our products as well as competitors products on two or more than two dimensions It gives us current position of our product and its potential in the face of competition. It can be used for existing product as well as new 22 4/15/12 product.

Positioning Analysis
To position products in market, managers must understand how target customers perceive products in a category and how they view our product relative to competitive product. To understand the competitive markets managers must ask these questions: How do our customers (current or potential) view our brand? Which brands do those customers perceive to be our closest competitors?
4/15/12
33 What product or company attributes are most

4/15/12

44

Positioning Analysis
Once managers have answers to these questions, they can assess how well or poorly their Products are positioned in the market ,and identify the critical elements to differentiate their offerings from those of competitive offerings:

Are the brands in the market strongly or weakly differentiated? What should we do to get our target customer to perceive our product as different? Based on customer perceptions, which target segments are most attractive? How 4/15/12 should we position our new product? 55

Advantages of Perceptual Map

Gives us exact position of our product. Gives us pictorial graph so very easy to understand. It can be used for two or more than two dimensions and can measure n number of attributes. It can be used for existing as well as new product.

4/15/12

66

Thank You

4/15/12

77

You might also like