For Marketing
Learners Globally
Home | Marketing Lessons | Marketing Exercises | Marketing Online Quiz | BTEC National Marketing (UK) | Marketing Glossary | Marketing Powerpoints | Marketing Cliparts | Educational Links | Newsletter | Virtual Lectures | About Learn Marketing | Contact |British Book Store|
Perceptual Mapping/Positioning Map
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.
When plotting a peceptual map two dimensions are commonly used. 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 one low quality low price brand. Once completed the perceptual map could help identify where an organisation could launch a new brand pherhaps 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 someones perception and what maybe a quality product to one person, may not be percieved as quality to another.
Diagram: Perceptual Map UK Confectionery Brands
Studying Management? Visit www.learnmanagement2.com
Further reading:
Case studies from www.thetimes100.co.uk
Principles of Marketing by Philip Kotler
Principles of Marketing by Frances Brassington
