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    Perceptual Mapping

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    Anmol Manchanda
    The document discusses perceptual mapping techniques for analyzing markets and positioning products. It provides examples of perceptual maps that plot products and their attributes on axes to illustrate how they are positioned relative to competitors. The maps segment markets based on how customers perceive different products. They can be used to identify opportunities and guide strategy for repositioning products to capture new market segments.

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    Attribution Non-Commercial (BY-NC)
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    Perceptual Mapping

    Uploaded by

    Anmol Manchanda
    2K views12 pages
    The document discusses perceptual mapping techniques for analyzing markets and positioning products. It provides examples of perceptual maps that plot products and their attributes on axes to illustrate how they are positioned relative to competitors. The maps segment markets based on how customers perceive different products. They can be used to identify opportunities and guide strategy for repositioning products to capture new market segments.

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    The document discusses perceptual mapping techniques for analyzing markets and positioning products. It provides examples of perceptual maps that plot products and their attributes on axes to illustrate how they are positioned relative to competitors. The maps segment markets based on how customers perceive different products. They can be used to identify opportunities and guide strategy for repositioning products to capture new market segments.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    2K views12 pages

    Perceptual Mapping

    Uploaded by

    Anmol Manchanda
    The document discusses perceptual mapping techniques for analyzing markets and positioning products. It provides examples of perceptual maps that plot products and their attributes on axes to illustrate how they are positioned relative to competitors. The maps segment markets based on how customers perceive different products. They can be used to identify opportunities and guide strategy for repositioning products to capture new market segments.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 12
    At a glance
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    The document discusses perceptual mapping of markets and how firms can position products. It provides examples of perceptual maps for beer and tea markets over time.

    On the perceptual maps shown, beer brands are positioned based on attributes like light/heavy, popular with men/women, premium/budget. Different brands are located in various areas of the map based on how consumers perceive them along these attributes.

    The document discusses four levels of competition - product form, product category, generic, and budget. It explains how competition differs at each level and the implications for product strategy.

    Perceptual Mapping

    Perceptual Map of Beer Market


    (Only attributes)

    Heavy
    Full Bodied Heavy

    Popular with Men

    Special Occasions Good Value Blue Collar Dining Out Premium

    Budget

    Premium
    Popular with Women Light Less Filling

    Pale Color On a Budget

    Light

    Perceptual Map of Beer Market


    (both products & attributes)

    Heavy
    Full Bodied Old Milwaukee Heavy

    Budweiser

    Popular with Men Becks Special Occasions

    Meister Brau

    Miller Blue Collar Strohs

    Heineken
    Dining Out Premium

    Good Value

    Budget

    Coors

    Premium

    Michelob
    Pale Color Miller Lite Light

    Coors Light

    Popular with Women

    On a Budget

    Old Milwaukee Light

    Light

    Less Filling

    Levels of Competition
    Beers Ice cream

    Tea

    Regular colas

    Diet lemon limes

    Wine

    Diet-Rite cola Diet Pepsi


    Product form competition: Diet colas Juices

    Fast food
    Fruit flavored colas

    Diet Coke

    Bottled water

    Lemon limes

    Product category Video competition: rentals Soft drinks Generic competition: Beverages Budget competition: Food and entertainment

    Baseball cards

    Coffee

    Levels of Competition: Implications for Product Strategy


    Competitive Level
    Product Form Product Category

    Product Management Task


    Convince Customers that the Brand is Better than Others

    Convince Customers that the Product Form is Best in the Category

    Generic

    Convince Customers that the Product Category is the Best Way to Satisfy Needs Convince Customers that the Generic Benefits are the Most Appropriate Way to Spend their Money

    Budget

    Energy Bar Competition


    Other Snacks Healthy Snacks Snack/Health Bars Energy Bars
    Odwalla Power Bar Balance Bar Clif

    Nutrigrain Bars Slimfast Bars Granola Bars Fruits Nuts Juice Crackers Chips Candy

    Defining Competition with Perceptual Mapping


    Moist As a formal dessert Bakery cake Homemade cake Homemade pie Layer cake mix Takes a long time Cheese cake mix to prepare Bundt cake mix Frozen pie
    Chocolate torte mix Boston crme pie mix Light Style cake mix Frozen cake Stirn Frost cake mix Individual pie Quick bread mix Date bar mix Brownie mix Homemade cookies Cookie mix Bakery cookies Pillsbury cookie dough Hostess cupcakes

    Needs refrigeration

    Pudding mix Local mix Jell-O Dzer ta

    Custard mix Tapioca pudding mix

    Canned pudding

    Coffee cake mix

    Snackin Cake mix

    Oatmeal cookies Pepperidge Farm cookies

    Good for a coffee break

    Between meal snack Easy to carry with me

    In my school work lunch

    Market Positioning Map: Tea - 1980s


    Traditional flavor

    Tetley

    Lipton

    Iced

    Luzianne

    Hot

    Nestea

    Celestial Seasons

    Unique flavor

    Repositioning: Tea - Late 1990s


    Traditional flavor

    Tetley Rounds

    Tetley

    Lipton Rounds

    Lipton

    Iced

    Luzianne

    Hot

    Arizona Iced Tea

    Lipton Natural Teas

    Nestea

    Snapple

    Celestial Seasons

    Lipton Flavored

    Unique flavor

    Bases for Positioning

    Firms can position on the basis of:


    Product or service attributes (the smallest cell phone), High-tech image (our cell phones handle e-mail), Benefits (fits in your pocket), User categories (best cell phone for college students), Comparison with competitors (our phone is less expensive than the Nokia), Take an integrator position (a full range of electronic products and services).

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