Chapter 6 · Advanced Techniques of Market Analysis · Slide 251/274
Perceptual Positioning Maps
Straightforward assessment of segment potential and attractiveness; straightforward formulation of positioning strategies, statements and advertising…
6.4 · Perceptual Positioning Maps… and Segmentation
Perceptual Positioning Maps
Perceptual Positioning Maps and Segmentation
Straightforward assessment of segment potential and attractiveness; straightforward formulation of positioning strategies, statements and advertising campaigns.
Possible themes for advertising campaigns:
Segment A: Strong beer for strong men.
Segment B: Real ladies drink premium light beer on special occasions.
Segment C: Light lager — good beer at a good price.
Budget
Premium
Strong
Light
Working class
Full-bodied
Strong
Popular among
men
men
For the
special
occasion
special
occasion
Dining out
Premium
Good value
for money
for money
Inexpensive
Light lager
Light
Not
filling
filling
Popular among
women
women
Segment
A
A
Segment
C
C
Segment
B
B
Segment C's preferences are unmet → an open market gap?
QUESTIONSTAR · Dr. Paul Marx251 / 274