Part 1: Creating a Positioning (Perceptual) Map Using the data below, create three (2) perceptual maps. One map should have use axes A and B, the other map should use axes B and C. Axes A: Healthy Food (10) Junk Food (0) McDonalds = 6 Burger King = 4 Wendys = 7 Freshii = 10 KFC = 3 Subway = 9 Barburrito = 8 Axes B: Wide Choice (10) Limited Choice (0) McDonalds = 6 Burger King = 7 Wendys = 7 Freshii = 8 KFC = 2 Subway = 3 Barburrito = 4 Axes C: For adults (10) For kids (0) McDonalds = 4 Burger King= 3 Wendys = 7 Freshii = 9 KFC = 6 Subway = 8 Barburrito = 8 Part 2: Understanding Positioning (Perceptual) Maps Once you have completed the perceptual maps, circle the correct answer for each of the following questions regarding the data: 1. On Perceptual Map #2, which brands are perceived as being for kids? a) McDonalds and Burger King b) Subway and McDonalds c) Freshii & Barburrito d) Freshii, McDonalds and Subway e) Wendys, Burger King and KFC 2. On Perceptual Map #1, which brands are competing heavily for a position in Healthy and Wide Choice? a) Barburrito, KFC and Subway b) Burger King and KFC c) Barburrito and Subway d) MdDonalds, Wendys and Freshii e) None 3. On Perceptual Map #1, which quadrant(s) is (are) the most open to potential new entrants or repositioning? a) Wide Choice/Junk Food, Healthy Food/Wide Choice b) Junk Food/Limited Choice, Junk Food/Wide Choice c) Healthy Food/Limited Choice, Junk Food/Wide Choice d) Healthy Food/Wide Choice, Healthy Food/Limited Choice e) There are no potential open quadrants. 4. Looking at both perceptual maps, which brand appears to own the position of wide choice of healthy food for adults? a) McDonalds b) Barburrito c) Freshii d) Subway e) Wendys 5. Looking at both perceptual maps, when you compare Wendys with McDonalds a) McDonalds is perceived as having a wider choice b) Wendys and McDonalds are both perceived as more adult brands c) Wendys is perceived as more for adults d) McDonalds is perceived as healthier than Wendys e) Wendys and McDonalds are both perceived as healthier brands 6. Looking at both perceptual maps, which brands tend to be clustered together on both? a) Subway, McDonalds, KFC b) Burger King, Wendys, KFC c) Wendys, KFC and Freshii d) Subway and Barburrito e) Barburrito and Freshii Part 3: Select a Positioning Strategy What positioning strategy Wendys is using in this ad? How do you know? Part 4: Preparing a Positioning Statement Using the online materials provided, prepare a positioning statement for Subway in the space below. HINT: Dont forget to include all of the details in this template! For [your target market] who [target market need], [your brand name] provides [main benefit that differentiates your offering from competitors] because [reason why target market should believe your differentiation statement.]