GAIN PRACTICE DEVELOPING PERCEPTUAL MAPS

Purpose:

in product (or market) positioning, an important point is to use various dimensions of a product that are most important to consumers. A positioning map with price and quality is obvious, but other dimension may be important. Think strategically. Here are some possible positioning dimension

beer - high or low calorie, dark or light, domestic or imported, brand name or store brand.

Shampoo - dandruff control, harsh or light, perfume level, conditioner included or not

Instructions:

For (1) Beer and (2) shampoo products that you are familiar with, do some research that can enable you to develop positioning (perceptual) maps that reveal competitive information for products in these categories, include four products in both map and your shampoo map. Below each map give a reason why one is your favorite.