The document analyzes how Bilkent Prestige Cinema positions itself relative to competitors through customer surveys. It maps various activities on dimensions of individualism vs collectivism and relaxation vs fun based on customer ratings. Bilkent Prestige Cinema is positioned as providing an individualistic and relaxing activity. The document identifies an opportunity for Bilkent Prestige Cinema to also offer more of a collectivistic and relaxing activity.

1. Perceptual Map

2. Who are the potential customers of
Bilkent Prestige Cinema?

3. •People who enjoy going to cinema
• Mostly young people
(Age: 16-35)
•Mostly people who are located near Bilkent

4. • Relative to competitors
-Starbucks
-Chiffre-Playing games
-Roll House
-Other Cinemas
-DVD at home
-Go Kart

5. Interview Results
Our Dimensions
Individualistic Activity –
Collectivistic Activity
Relaxation - Fun

6. How Bilkent Prestige Cinema is
positioned itself according to the
customers & potential customers?

8. This is a This is a relaxing Prefer to do Dependence on High level of
fun activity individually other people communication
activity
Starbucks 2.06 5.3 3.96 3.56 3.8
Chiffre- Playing 4.86 2.83 1.8 4.36 4.43
Game
Roll House 3.56 2 2.56 4.66 4.13
Other cinemas 2.6 3.83 3.73 3.43 2.66
(Cinemaximum -
Cepa)
DVD at home 1.76 5.03 4.33 2.86 2.16
Go Card 4 2.03 2.13 4.83 3.06
Bilkent Prestige 3.26 4.36 4.33 3.16 4.83
Cinema

9. Individualism
Fun Relax
Collectivism

10. How Bilkent Prestige Cinema is
Positioned itself ?

11. • Bilkent Prestige Cinema is positioned as
individualistic and relaxation activity for the
customers/potential customers.

12. New product opportunity
Relaxation & Collectivistic activity