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Perceptual Mapping/Positioning MapTweet
In helping you develop a market positioning strategy for your product or service, perceptual maps or positioning maps as they are sometimes referred to, are often used to help the organisation identify a positioning strategy. The maps are based on the perception of the buyer hence the name perceptual maps.
When plotting a perceptual map any criteria can be used to plot the x and y axix. In the example below the two dimensions that are used are price and quality. Below is a very basic perceptual map. If we plot the UK chocolate market we can identify those brands which are high price and high quality. Belgium chocolates are plotted as high quality and high price, and Twix is plotted as a low quality low price brand. Once completed the perceptual map could help identify where an organisation could launch a new brand. In our example this could be at the medium price and quality range. In our basic map, you can see there is not much competition within that particular area.
We must remember that perceptual maps are plotted on the basis of the buyers perception and what maybe a quality product to one buyer, may not be percieved as quality to another.
To summarise the benefits of perceptual mapping are:
1. The organisation plots the perception of the product or service offered from the point of view of the buyer, therefore assisting the company in helping them understand what their customers views are on their products.
2. The map may help the organisation identify a gap in the market.
Diagram: Perceptual Map UK Confectionery Brands
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Further reading:
Case studies from www.thetimes100.co.uk
Principles of Marketing by Philip Kotler
Principles of Marketing by Frances Brassington
