A sample of laundry detergent users was asked to rate Brand C and its competitors on a scale of 1 (worst) to 10 (best) for the following attributes:
Brand Attributes Brand A Brand B Brand C Brand D
Packaging 9.2 6.1 4.2 7
Cost 7.3 5.2 5.1 8
Eco-friendly features 2.9 9.2 9 2
Variety in presentations 7.3 3.2 4 9
Image 4.1 5.9 8.1 4
Cleaning power on whites 2.9 7.2 8.9 2.5
Removal of tough stains 3.2 6.1 4.9 9
Preservation of brightness of colors 3.2 5.2 7.8 4
Availability 7.1 7 7.5 4.5
In this assignment, complete the following tasks:
Using a radar chart from Microsoft Excel, develop a perceptual map of the product category.
Select any four attributes of the laundry detergent and describe a positioning strategy for Brand C in a 2- to 3-page Microsoft Word document.
Explain the following about your strategy:
Why did you select this strategy?
What brand image do you plan to project to the customers through your strategy?
How will this image improve the position of the brand in relation to that of the competitors?
On a separate page, cite any sources using the APA format.
Save the positioning strategy document as SU_MBA6011_W2_A2_LastName_FirstInitial.doc and the radar chart as SU_MBA6011_W2_A2_LastName_FirstInitial.xls.
The paper looks at the depiction of the positioning of detergents using visual tools such as radar charts and perceptual maps. The paper goes on to explain the formulation of a positioning strategy for a detergent brand based on its attributes versus the competition's.