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Chapter 6 · Advanced Techniques of Market Analysis · Slide 253/274

Example: Perception Map of Pain Relievers

Example: Pain Relievers · Solution

6.4 · Perceptual Positioning MapsExample: Pain Relievers · Solution

Example: Perception Map of Pain Relievers

Test yourself:

Which medications face the strongest competition?Tylenol and Motrin (closest to each other)
One attribute for the best description?“Gentle” — farthest from the origin along this vector
Which two attributes best communicate the advantages?“Gentle” and “Effectiveness” (the longest vectors)
Higher price because gentler than all the others?No! In perception, these attributes are independent of one another.
Which attribute (other than “Good for children”) to optimize first?“Hard to swallow” — smallest angle to “Good for children”.
Perceptual Positioning Map of Pain Reliever Brands with Attribute Vectors
Gentle
Fair price
Good for children
Hard to swallow
Long-lasting effect
Effectiveness
QUESTIONSTAR · Dr. Paul Marx253 / 274
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