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Consumer Marketing > Competitive Perceptual Positioning
Competitive Perceptual Positioning
• Perceptual Mapping
• Positioning Bases
• Repositioning
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Consumer Marketing > Competitive Perceptual Positioning
Perceptual Mapping
• Perceptual maps help marketers understand where the consumer ranks their
company in terms of characteristics and in comparison to competing companies.
• Perceptual maps can display consumers' ideal points that reflect their ideal
combinations of product characteristics.
• When creating a new product, a company should look for a space that is currently
unoccupied by competitors and that has a high concentration of consumer desire
(ideal points).
• A perceptual map is usually based more on a marketer's knowledge of an industry
than market research.
Perceptual mapping
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Consumer Marketing > Competitive Perceptual Positioning
Positioning Bases
• Functional Positions deal with solving a problem, providing benefits and getting a
favorable perception from investors, stockholders and consumers.
• Symbolic Positions deal with self-image enhancement, ego identification,
belongingness, social meaningfulness and affective fulfillment.
• Experiential Positions deal with providing sensory or cognitive stimulation.
• By using customer research and perceptual mapping, a marketer can create a
positioning statement using one of the three main bases.
What Consumer Want and Need
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Consumer Marketing > Competitive Perceptual Positioning
Repositioning
• When a company initiates a re-positioning strategy, it needs to change the
expectations of stakeholders, including employees, stockholders, and financial
backers.
• A company may need to consider a re-positioning strategy if they have a weak
brand, if they have not remained competitive in the market, or if there is a change
in the economy.
• A company may re-position a specific product line, a brand, or the entire
organization.
Apple Inc.
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Appendix
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Consumer Marketing
Key terms
• demand void Areas without any significant consumer desires; typically found in ideal point maps of perceptual mapping.
• Experiential Of, related to, encountered in, or derived from experience
• perceptual mapping Perceptual mapping is a diagrammatic technique used by asset marketers that attempts to visually display
the perceptions of customers or potential customers.
• positioning The act of positioning; placement.
• price elasticity The measurement of how changing one economic variable affects others. For example:"If I lower the price of my
product, how much more will I sell? ""If I raise the price, how much less will I sell? ""If we learn that a resource is becoming
scarce, will people scramble to acquire it? "
• repositioning Changing the identity of a product or a company in the minds of stakeholders and competitors.
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Consumer Marketing
Apple Inc.
Apple Inc. achieved re-positioning
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Wikimedia. "Apple Headquarters Sign AtNight." CC BY-SA http://commons.wikimedia.org/wiki/File:Apple_Headquarters_Sign_AtNight.jpg View on Boundless.com
Consumer Marketing
Combination Map of Competing Products and Ideal Points
A combination map allows companies to find a space that has unmet consumer desires.
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Wikipedia. "Perceptual mapping." GNU FDL http://en.wikipedia.org/wiki/Perceptual_mapping View on Boundless.com
Consumer Marketing
What Consumer Want and Need
What consumers want may not be what they need, but it is important to understand both.
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Flickr. "What customers / users want & need, do, think & feel | Flickr - Photo Sharing!." CC BY-SA http://www.flickr.com/photos/visualpunch/7245522666/ View on
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Consumer Marketing
Perceptual mapping
This is an example of a perceptual map.
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Wikimedia. "Search results for "perceptual mapping" - Wikimedia Commons." CC BY-SA
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Consumer Marketing
Perceptual Map of Ideal Points in the Alcohol Product Space
Ideal points maps reflect ideal combinations of two product characteristics as seen by a consumer. This helps marketers accurately target their message
to consumers based on consumer desires.
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Wikipedia. "Perceptual mapping." GNU FDL http://en.wikipedia.org/wiki/Perceptual_mapping View on Boundless.com
Consumer Marketing
What is the major advantage of perceptual mapping?
A) It is visual relative to the competition, market share size and consumer
perception.
B) It enables a company to identify an area that has the least amount or
no competition.
C) All of these answers.
D) It is a way to compare "customer ideal" points with product "ideal
points" offered by competitors.
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Consumer Marketing
What is the major advantage of perceptual mapping?
A) It is visual relative to the competition, market share size and consumer
perception.
B) It enables a company to identify an area that has the least amount or
no competition.
C) All of these answers.
D) It is a way to compare "customer ideal" points with product "ideal
points" offered by competitors.
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Boundless - LO. "Boundless." CC BY-SA 3.0 http://www.boundless.com/
Consumer Marketing
Which of the following statements about positioning is TRUE?
A) If it doesn't solve a problem positioning is unnecessary.
B) It is based upon impulse buying and has nothing to do with the wants
and needs of a target market.
C) It focuses on consumer perception and what the competition is doing
to meet consumer needs.
D) It is a corporate operational process that does not involve customer
needs or wants.
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Consumer Marketing
Which of the following statements about positioning is TRUE?
A) If it doesn't solve a problem positioning is unnecessary.
B) It is based upon impulse buying and has nothing to do with the wants
and needs of a target market.
C) It focuses on consumer perception and what the competition is doing
to meet consumer needs.
D) It is a corporate operational process that does not involve customer
needs or wants.
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Boundless - LO. "Boundless." CC BY-SA 3.0 http://www.boundless.com/
Consumer Marketing
The process of tailoring a good or service so that it stands out
from the competition and increases the likelihood of consumers'
desire to buy it is called _____.
A) Personal selling
B) Public relations
C) Positioning
D) Segmentation
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Consumer Marketing
The process of tailoring a good or service so that it stands out
from the competition and increases the likelihood of consumers'
desire to buy it is called _____.
A) Personal selling
B) Public relations
C) Positioning
D) Segmentation
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Saylor OER. "Business Administration « Saylor.org – Free Online Courses Built by Professors." CC BY 3.0 http://www.saylor.org/majors/Business/
Consumer Marketing
John and Mary are both in the market to purchase a new car.
John wants a car that is stylish and powerful. Mary wants a car
that is reliable with a high safety rating. Both John and Mary just
purchased the same vehicles. This is an example of the power of
_______.
A) product life cycle
B) product positioning
C) product pricing
D) production research
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Consumer Marketing
John and Mary are both in the market to purchase a new car.
John wants a car that is stylish and powerful. Mary wants a car
that is reliable with a high safety rating. Both John and Mary just
purchased the same vehicles. This is an example of the power of
_______.
A) product life cycle
B) product positioning
C) product pricing
D) production research
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Saylor OER. "Business Administration « Saylor.org – Free Online Courses Built by Professors."
CC BY 3.0 http://www.saylor.org/majors/Business/
Consumer Marketing
Which of the following are position strategy elements?
A) attributes, competitors, product use
B) attributes
C) competitors
D) product use
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Consumer Marketing
Which of the following are position strategy elements?
A) attributes, competitors, product use
B) attributes
C) competitors
D) product use
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Saylor OER. "Business Administration « Saylor.org – Free Online Courses Built by Professors." CC BY 3.0
http://www.saylor.org/majors/Business/
Consumer Marketing
To understand when a re-positioning strategy is necessary, what
factor(s) must be taken into consideration?
A) The available marketing budget, the competition and the steps taken
to brand the product line.
B) The best way to re-position without changing any of the expectations
of the company stakeholders.
C) The certainty that the marketplace is strong and healthy.
D) The strengths and weaknesses of the company, whether a product
line, brand or the company as a whole must be re-positioned and the
current condition of the marketplace.
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Consumer Marketing
To understand when a re-positioning strategy is necessary, what
factor(s) must be taken into consideration?
A) The available marketing budget, the competition and the steps taken
to brand the product line.
B) The best way to re-position without changing any of the expectations
of the company stakeholders.
C) The certainty that the marketplace is strong and healthy.
D) The strengths and weaknesses of the company, whether a product
line, brand or the company as a whole must be re-positioned and the
current condition of the marketplace.
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Boundless - LO. "Boundless." CC BY-SA 3.0 http://www.boundless.com/
Consumer Marketing
Attribution
• Wikipedia. "Positioning (marketing)." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Positioning_(marketing)
• Wiktionary. "Experiential." CC BY-SA 3.0 http://en.wiktionary.org/wiki/Experiential
• Wiktionary. "positioning." CC BY-SA 3.0 http://en.wiktionary.org/wiki/positioning
• Wikipedia. "perceptual mapping." CC BY-SA 3.0 http://en.wikipedia.org/wiki/perceptual%20mapping
• Wikipedia. "Positioning (marketing)." CC BY-SA 3.0
http://en.wikipedia.org/wiki/Positioning_(marketing)#Repositioning_a_company
• Wikipedia. "repositioning." CC BY-SA 3.0 http://en.wikipedia.org/wiki/repositioning
• Wikipedia. "demand void." CC BY-SA 3.0 http://en.wikipedia.org/wiki/demand%20void
• Wikipedia. "price elasticity." CC BY-SA 3.0 http://en.wikipedia.org/wiki/price%20elasticity
• Wikipedia. "Perceptual mapping." CC BY-SA 3.0 http://en.wikipedia.org/wiki/Perceptual_mapping
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