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Develop Your Positioning Map

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Deborah Sharon
Deborah Sharon

Positioning of Services

Marketing
1 of 6
FOCUS STRATEGIES
POSITIONING MAP Developing a positioning ‘map’ - referred to as a perceptual mapping of representing consumers’ perceptions of alternative products graphically Usually of two attributes (but 3 dimensional models can be used to portray 3 attributes) Benefits :  Mapping future scenarios to identify potential competitive responses  Helps to visualize strategy
POSITIONING MAP - EXAMPLE
POSITIONING MAP - EXAMPLE
REPOSITIONING Making a significant change in an existing position Revising service characteristics or redefining target market segments Repositioning may require abandoning certain products and withdrawing completely from some market segments

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Develop Your Positioning Map

  • 1.
  • 3. POSITIONING MAP Developing a positioning ‘map’ - referred to as a perceptual mapping of representing consumers’ perceptions of alternative products graphically Usually of two attributes (but 3 dimensional models can be used to portray 3 attributes) Benefits :  Mapping future scenarios to identify potential competitive responses  Helps to visualize strategy
  • 6. REPOSITIONING Making a significant change in an existing position Revising service characteristics or redefining target market segments Repositioning may require abandoning certain products and withdrawing completely from some market segments