Chapter 6 · Advanced Techniques of Market Analysis · Slide 246/274
Perceptual Positioning Maps
The closer the brands are, the more similar they are in consumers' perception — the stronger ("more direct") the competition.
6.4 · Perceptual Positioning MapsCompetitive intensity
Perceptual Positioning Maps
Competitive intensity
The closer the brands are, the more similar they are in consumers' perception — the stronger ("more direct") the competition.
Budget
Premium
Strong
Light
Blue-collar
Full-bodied
Strong
Popular among
men
men
For the
special
occasion
special
occasion
Dining out
Premium
Good value
for money
for money
Affordable
Pale
Light
Not
filling
filling
Popular among
women
women
Relatively strong competition
Equal distance = similar competitive intensity
Relatively weak competition
QUESTIONSTAR · Dr. Paul Marx246 / 274