Positioning Perceptual Maps1 (1)

75 %
25 %
Information about Positioning Perceptual Maps1 (1)
Business & Mgmt

Published on February 24, 2009

Author: smehro

Source: slideshare.net

Chapter 9 Positioning Decisions

Positioning is the act of designing the company’s offering and image to occupy a distinctive place in the the target market’s mind.

Exhibit 9.4 Steps in the Positioning Process (1 of 2)‏ 1. Identify relevant set of competitive products. 2. Identify the set of determinant attributes that define the “product space” in which positions of current offerings are located. 3. Collect information from a sample of customers and potential customers about perceptions of each product on the determinant attributes. 4. Analyze intensity of a product’s current position in customers’ minds.

Exhibit 9.4 Steps in the Positioning Process (2 of 2)‏ 5. Determine product’s current location the product space (product positioning). 6. Determine customers’ most preferred combination of determinant attributes. 7. Examine the fit between preferences of market segments and current position of product (market positioning). 8. Select positioning or repositioning strategy.

Exhibit 9.5 Product Category and Brand Positioning (1 of 2)‏ Source : Adapted from P.S. Busch and M.J. Houston, Marketing Strategic Foundations (Burr Ridge, IL: Richard D. Irwin, 1985), p. 430. A. Product category positions (breakfast foods market)‏ Expensive Inexpensive Quick Time- consuming Bacon and eggs Cold cereal Instant- breakfast drinks Hot cereal Pancakes

Perceptual Map 0.2 0.4 0.6 0.8 1.0 1.2 1.4 1.6 -1.6 -1.4 -1.2 -1.0 -0.8 -0.6 -0.4 -0.2 1.0 0.8 0.6 0.4 0.2 -0.2 -0.4 -0.6 -0.8 Magic Mountain Japanese Deer Park Busch Gardens Knott’s Berry Farm Lion Country Safari Marineland of the Pacific Disneyland Economical Fun rides Exercise Fantasy Good food Easy to reach Educational, animals Little waiting Live shows

Positioning Map: Automobiles For Generation Yers More “Edgy” Less “Edgy” Expensive Inexpensive Scion Kia Sorrento $13k Cube Civic $20K

What is Scion’s Mission Statement? "To satisfy a trend setting youthful buyer through distinctive products and an innovative, consumer-driven process."

What is Scion’s Mission Statement?

Exhibit 9.6 Perceptual Map of Women’s Clothing Retailers in Washington, D.C. Washington 1990 Women’s fashion market Women’s-wear value for the money Worst value Best value Women’s-wear fashionability Conservative versus current versus very latest Neiman-Marcus Saks Bloomingdale’s Hit or Miss The Limited Macy’s Nordstrom Garfinkels Casual Corner Kmart Britches Sears Dress Barn The Gap Loehmann’s TJ Maxx Sassafras Talbots Woodward & Lothrop JC Penney Hecht’s L&T Marshalls Source : Adapted from Douglas Tigert and Stephen Arnold, “Nordstrom: How Good Are They?” Babson College Retailing Research Reports , September 1990, as shown in Michael Levy and Barton A. Weitz, Retailing Management (Burr Ridge, IL: Richard D. Irwin, 1992), p. 205.

Exhibit 9.7 Perceptual Map of Women’s Clothing Retailers in Washington, D.C., Showing the Ideal Points of a Segment of Consumers Washington 1990 Women’s fashion market Worst value Best value Women’s-wear fashionability Conservative versus current versus very latest Neiman-Marcus Saks Bloomingdale’s Hit or Miss The Limited Macy’s Nordstrom Garfinkels Casual Corner Kmart Britches Sears Dress Barn The Gap Loehmann’s TJ Maxx Sassafras Talbots Woodward & Lothrop JC Penney Hecht’s L&T Marshalls Source : Adapted from Douglas Tigert and Stephen Arnold, “Nordstrom: How Good Are They?” Babson College Retailing Research Reports , September 1990. Women’s-wear value for the money

Exhibit 9.8 Perceptual Map of Women’s Clothing Retailers in Washington, D.C., Showing Five Segments Based on Ideal Points Washington 1990 Women’s fashion market Women’s-wear value for the money Worst value Best value Women’s-wear fashionability Conservative versus current versus very latest Neiman-Marcus 2 Saks Bloomingdale’s Hit or Miss The Limited Macy’s Nordstrom Garfinkels Casual Corner Kmart Britches Sears Dress Barn The Gap Loehmann’s TJ Maxx Sassafras Talbots Woodward & Lothrop JC Penney Hecht’s L&T Marshalls Source : Adapted from Douglas Tigert and Stephen Arnold, “Nordstrom: How Good Are They?” Babson College Retailing Research Reports , September 1990. 4 5 1 3

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    

Exhibit 9.3 Comparisons of Physical and Perceptual Positioning Analysis Physical positioning Technical orientation Physical characteristics Objective measures Data readily available Physical brand properties Large number of dimensions Represents impact of product specs and price Direct R&D implications Perceptual positioning Consumer orientation Perceptual attributes Perceptual measures Need for marketing research Perceptual brand positions and positioning intensities Limited number of dimensions Represents impact of product specs and communication R&D implications need to be interpreted

Physical positioning

Technical orientation

Physical characteristics

Objective measures

Data readily available

Physical brand properties

Large number of dimensions

Represents impact of product specs and price

Direct R&D implications

Perceptual positioning

Consumer orientation

Perceptual attributes

Perceptual measures

Need for marketing research

Perceptual brand positions and positioning intensities

Limited number of dimensions

Represents impact of product specs and communication

R&D implications need to be interpreted

Add a comment

Related presentations

Related pages

(v1-1.7) learn more - Learn About Positioning; Free ...

Learn more about positioning and perceptual maps > Cont. from introduction ... Contribution to positioning and perceptual maps: 1. Competitive analysis:
Read more

How to Build Perceptual Maps - MKT Maven - the ...

1. Determine which ... Perceptual Map Or Product Positioning Map. Deen Mohomad says. June 26, ... How to Build Perceptual Maps. […] Help! My Brand is ...
Read more

Brand Positioning And Perceptual Maps | Branding Strategy ...

Brand Positioning And Perceptual Maps. Recent Posts; Popular Posts; Reactions; ... Rethinking CX On The Frontlines Of Brand by Ed Roach - 1 week ago
Read more

Perceptual mapping - Wikipedia, the free encyclopedia

Perceptual mapping is a diagrammatic technique used by asset marketers that attempts to visually ... Typically the position of a ... Perceptual maps ...
Read more

Marketing Perceptual Maps and Product Positioning

Marketing Perceptual Maps and Product Positioning Why Perceptual Mapping? Most products and services have many physical and intangible attributes with varied
Read more

Perceptual Mapping - Boundless - Textbook Innovation

Learn more about perceptual mapping in the Boundless open textbook.
Read more

Perceptual Mapping & Product Positioning Explained - YouTube

Perceptual Mapping & Product Positioning Explained ... Perceptual Mapping & Assignment ... What is Positioning or Brand Positioning? (Part 1) ...
Read more

A Step-by-step Guide to Constructing a Perceptual Map

A Step-by-step Guide to Constructing a Perceptual ... The section below highlights how you can construct a perceptual (or a positioning ... Note how a 1 to ...
Read more