Understanding and creating perceptual maps for marketing


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A simple introductory to understanding the basics of perceptual maps for marketing. Ideal for university students and marketing practitioners new to this concept.

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Understanding and creating perceptual maps for marketing

  1. 1. Understanding andCreating PerceptualMaps for MarketingPrepared by: Geoff Fripp, Adjunct Lecturer The University of Sydney www.perceptualmaps.com
  2. 2. This is a Perceptual Map
  3. 3. This is another Perceptual Map By changing attributes, we can construct a different view of the marketIt is always a good idea to construct more than one perceptual map to fully understand the market
  4. 4. What it tells us… It tells us what attributes consumers use to choose between competing brands These are known as ‘determinant attributes’It tells us how consumers perceive the similarities and differences between these brands, based on these two attributes
  5. 5. Why Use a Perceptual Map? To determine how consumers really perceive our brandTo check that our brand has a clear And to check whether it fits positioning space in the market with our positioning goals To identify if there are any viable gaps in the market
  6. 6. We can check whether we have covered the market Perceptual Map of Soft Drinks Strong Caffeine Pepsi Max Diet Coke Coke Zero Coke Pepsi Pepsi Next High Sugar No Sugar Diet Mt Dew Mt Dew Fanta Here all the Coca-Cola brands are color-coded in red Sprite No Caffeine
  7. 7. We can review how brands arebeing repositioned over time
  8. 8. This is a different perceptual map It is known as a multi- attribute perceptual map It shows more than two attributes at a time (highlighted in blue) In this map, we do not have axis labels
  9. 9. This map is also different… It is known as joint space perceptual map It show the needs (ideal positioning) for segments within the market This maps tells us how well we are positioned in relation to both our competition and to market needs
  10. 10. Main Benefits of Mapping Check reality To see how the target consumers actually perceive the various offerings and positions Impact of campaigns To measure/track the impact of recent marketing campaigns and any other marketing mix changes Monitor new products To identify how well any new products have been positioned into the market Monitor competition To monitor the impact of various competitive offerings over time Look for gaps To assist the company identify market gap, as an input into the new product development process Understand segments To provide information that will help further understand different market segmentsTrack preference changes To track any changes in consumer preferences (and other environmental factors) over time
  11. 11. For more information… Please visit www.perceptualmaps.com The Market Segmentation Study Guide download the free Excel A comprehensive review of spreadsheet that allows you to market segmentation, target quickly and easily produce all marketing, positioning and perceptual maps the perceptual maps shown in this presentation Also visit Written by Geoff Fripp Lecturer at the University of Sydney www.perceptualmaps.com for the 120 page eBook ‘The Designed for university-level marketing students Market Segmentation Study Guide’ for just $2.99 www.perceptualmaps.com