PERCEPTUAL MAPPING

&
POSITIONING


MADE BY:
POOJA PODDAR
SHIVANI SETHI
SHIVANI SHARMA
WHAT IS PERCEPTUAL MAPPING ?
Marketing research technique in which consumer's views
about a product are traced or plotted (mapped) on a
chart.

Respondents are asked questions about their experience
with the product in terms of its performance, packaging,
price, size, etc.

Theses qualitative answers are transferred to a chart
(called a perceptual map) using a suitable scale , and the
results are employed in improving the product or in
developing a new one.
DEFINITION
Perceptual mapping is a graphics technique used by
marketers that attempts to visually display the perceptions
of customers or potential customers. Typically the position
of a product, brand, or company is displayed relative to
their competition.
NEED FOR PERCEPTUAL MAPPING
Indicates most important attribute in consumer decision
making

Show where a firm's own brand and competing brands score
in the minds of consumers on each salient attribute

Suggest possible opportunities in the market.

PERCEPTUAL
MAPPING/POSITIONING MAP
Perceptual mapping is also called positioning map which
helps you to develop a marketing positioning strategy for you
product or services.

Perceptual maps or positioning maps as they are sometimes
referred to, are often used to help the organization identify a
positioning strategy.
PLOTTING OF PERCEPTUAL
MAP
FOR CARTA BLANCA
TYPES OF PERCEPTUAL MAPS
There are three types or way of plotting a perceptual map.
These are :-

1.Using two attributes :
This map uses only
two determinant. Attributes
to plot the map.

The advantage of this is it
is simple to construct and
easy to interpret.
2. Using many product attributes:

This is drawn using a
statistical technique called
correspondence analysis.

Provide a good overview
of how the target market
views and connects various
attributes.

Little bit confusing and
difficult to interpret.

3. J oint Perceptual
Mapping:
Maps the preferred needs
of different market
segments, based on the
same attributes.
The perceived product
positioning is jointly
presented with the needs
of the segment.
Allows the firm to
identify how well they are
positioned to relative to
their particular target
markets.


MARKETING RESEARCH TOOL FOR
POSITIONING
Analytic procedure for measuring and plotting consumers
reactions to important attributes and benefits of a set of competing
products

Multidimensional image of the perceived similarities and
differences among products and brands.

The number of dimensions reflects the number of important
customer attributes.

Perceptual maps may be derived from data on consumer
perceptions of similarities between brands using a statistical
procedure called multidimensional scaling.


ATTRIBUTES AND THE BENEFITS
Attributes form the axes (and the axis anchors) of the
perceptual map.

Consumers use only one dimension to evaluate products, and
to have a single axis perceptual "map.

Product strengths and weaknesses relative to competing
products along important attributes.

This is revealed by the positions of the marketer's brand and
competing brands along the axes.
Market opportunities: Overlaying a map of
consumers 'perceptions of the existing market with
their ideal points will reveal potential for new
brands and opportunities for repositioning existing
brands.

Market evolution : Tracking customer perceptions
over time, and comparing perceptual maps
developed at each point in time, can reveal how
the market is changing.
First, ideal points may shift as new offerings enter
the market and as markets mature.

Second, the most important attributes may change
as a result of environmental changes and the
creative positioning of new entrants.

Thus, perceptual maps may be used to document
where the market has been in the past, currently is,
and where customers think it is going in the future.
USES OF PERCEPTUAL MAPPING
Managers use perceptual maps at a variety of levels, such as for
brand, product, and corporate positioning.

Perceptual maps of brands is used to assess opportunities for new
brands, as well as for repositioning existing brands.

Product perceptual maps may be used to examine the
competition between generic substitutes and help identify new,
unexpected ways in which customer needs may be met.

Corporate perceptual maps could provide useful
information on how to position a company in relation to
its competitors


Perceptual maps when developed for each segment helps
managers to develop a fine-grained description of the market
and competition in each segment.

Perceptual maps may combine with consumer attitudinal and
preference data to explore how well each brand meets
consumer preferences.

Perceptual mapping may be the input for segmentation.

Customer perceptual maps can also validate managers' own
market maps.
Positioning

Positioning is Creating an image
in the minds of consumers.
WHAT IS POSITIONING?????
A marketing strategy that aims to make a brand occupy a distinct position,
relative to competing brands, in the mind of the customer.

Companies apply this strategy either by emphasizing the
distinguishing features of their brand (what it is, what it does and how, etc.)

Or they may try to create a suitable image (inexpensive or premium,
utilitarian or luxurious, entry-level or high-end, etc.) through advertising.

Once a brand is positioned, it is very difficult to reposition it without
destroying its credibility. Also called as PRODUCT POSITIONING.

Differentiation in the context of business is what a company
can hang its hat on that no other business can.

Whatever a business can use to stand out from the rest is
called differentiation.

Differentiation in todays over-crowded marketplace is a
business imperative, not only in terms of a companys success,
but also for its continuing survival.

KEY ELEMENT TO POSITION
YOUR PRODUCT
REASONS FOR FAILURE OF
POSITIONING
The company did not carefully define its target segment.

The company did not develop a clear positioning strategy in
conjunction with its advertising agency.

Marketing communications, including product, packaging, advertising,
promotion, pricing, and distribution did not clearly articulate or
communicate its positioning strategy.

The media selected were improper, and did not reach or impact the
target market.
POSITIONING APPROACHES
Brands/products can be positioned in many different ways
in the marketplace.

However, there are several major categories
of positioning approaches, which will help us understand
the range of positioning options available.

TYPES OF POSITIONING
APPROACHES
1)BY PRODUCT ATTRIBUTES-
A product attribute is a specific feature or benefit of the
product. Positioning in this way focuses on one or two of the
products best features/benefits, relative to the competitive
offerings.

2)BY PRICE VALUE-
Value-based pricing (also value optimized pricing) is
a pricing strategy which sets prices primarily, but not
exclusively, on the value, perceived or estimated, to the
customer rather than on the cost of the product or historical
prices. Where it is successfully used, it will improve
profitability due to the higher prices without impacting
greatly on sales volumes.









3)BY USE OR APPLICATION-
With this approach, the product/brand is positioned in terms of
how it is used in the market by consumers, indicating that the
product is the best solution for that particular task/use.


4)ACCORDING TO USERS-
This positioning approach highlights the user (the ideal or
representative target consumer) and suggests that the product is
the ideal solution for that type of person and may even contribute
to their social self-identity.




5)ACCORDING TO COMPETITORS-
With this approach the firm would directly
compare (or sometimes just imply), a comparison
against certain well-known competitors (but not
generally not the whole product class as above).

6)BY ENDORSEMENT-
This shows that the practice of using super stars in
advertising generates a lot of publicity and
attention from the public.
The underlying question is, how the lively interest
of the public in the rich and famous can be
effectively used by companies to promote their
brands and consequently increase revenues






7)BY QUALITY DIMENSIONS-
Some firms will position products based on relative high quality,
or based on the claim that they represent significant value.


8)BY PHYSICAL EVIDENCE-
Defines the environment in which the service is delivered and in
which the firm and the customer interest, and any tangible
commodities that facilitate performance and communication of
the service.

9)BY USING A COMBINATION OF THE ABOVE OPTIONS-
Some products/brands are positioned using a combination of the
above positioning options. However, care needs to be taken not to
clutter and confuse the message by trying to connect with too
many competitive advantages.






EXAMPLE

Top-of-th-World Wellness Spa - a
beauty and fitness service firm with
state-of-the-art technological
infrastructure, machines, gadgets and
skilled manpower

ATTRIBUTES OF THE SPA
AMBIENCE


TIMINGS


QUALITY OF THE PRODUCTS
o












INFRASTUCTURE

SERVICE - PROVIDERS(EMPLOYEES)

ATMOSPHERE

HYGENE

THANK YOU