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Creating a Perceptual Map

The way to determine a product or service's current position in the marketplace compared to the competition is with a customer perceptual map. Most of your staff are not familiar with this concept, so you provide them with an example.

Choose a product or service and identify three companies who manufacture it. For example, you might choose peanut butter as the product you will study. Then identify three peanut butter manufacturers. Next create two questions about how the peanut butter product is positioned compared to its competitors, the other two brands of peanut butter. Ask six people your questions and plot their answers on your perceptual map. Analyze your results, draw conclusions (such as, do you think the product or service is competing head-on or is avoiding competition?), and if needed, make recommendations about the positioning of your chosen product.

Examples of customer perceptual maps may be found at: Perceptual Mapping.
A grid is available at: Perceptual Map Grid which may be used to create your map. There are two grids in this Excel file, each with different values. You may choose either file to fit the style of map you want to create.

Solution Preview

Please see the attached file.

The chosen product is a HP printer. There are many players in the printer industry. Prominent of them are:
Brother, Canon, Epson, Founder, Fujian Start, Fujitsu, HP, IBM, Kyocera Mita, Lenovo, Lexmark, Minolta-QMS, NEC, Oki, Panasonic, Samsung, Sindoricoh, Star Micronics, Trigem, TVSE, VeriTek, Wipro, Xerox, etc.

Perceptual mapping and HP Printers
Product's position is the way the product is defined by consumers on important attributes. The place the product occupies in consumers' minds relative to competing products. Positioning is expressed relative to the position of competitors. The ability to spot a positioning opportunity is a sure test of a person's marketing ability. ...

Solution Summary

The solution finds a product and identifies three companies who can manufacture it. The solution ranks the peanut butters on how there position compares to its competitors.