Perceptual mapping,

Gap analysis &

User imagery

12/8/21 Perceptual Mapping 1

Group members
Sijo P T
Abhishek Nandan
Astha Chawla
Manish Jangir
Kuldeepak Sawhney
Shubhang Saxena

12/8/21 Perceptual Mapping 2

 Perceptual mapping
Mathematical approaches to describe
customer perceptions.
Plots on a 2D plane.
Used to understand :
Brand positioning
market gap analysis
factors influencing buyer’s preferences

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 Approaches for perceptual mapping are

: factor analysis
product attributes act in combination to
provide value to customer.

: multi dimensional scaling

Consumers are asked to judge, by pairs,
how similar or dissimilar the brands are
 HOW TO MAKE A PERCEPTUAL MAP :

 Select a product or service and pick three or more

companies that produce the material or provide the
service.

 Take a piece of paper and draw one vertical line that

splits the paper vertically and another line drawn
horizontally which also splits the paper so that they
visually look like a 'plus sign'.

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Create two questions about the product or
service to ask consumers. The question should
directly ask questions about how company a's
product compares to company b's to company
c's. A minimum of six people should be asked
the questions. The vertical axis of the paper
drawn on in step two will represent one of the
two questions and the horizontal axis the other
question. This represents the perceptual map.

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Plot the answers to the two questions on the
perceptual map labeling the company's name
where the consumer's answer to the question
best fits the perceptual map questions.

12/8/21 Perceptual Mapping 7

12/8/21 Perceptual Mapping 8
 USER IMAGERY
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It is how people think about a brand abstractly,

rather than what they think brand actually does.
Thus imagery refers to more intangible aspects of
the brand.
Imagery Associations:-
 Direct
 Indirect

User Imagery 12/08/2021

 Kinds of intangible categories:-
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User profile
Purchase and usage situation
Personality and values
History, heritage and experience

User Imagery 12/08/2021

 User profile
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The type of person or organization who uses the

brand
Association of a typical or idealized brand user may
be based on:-
 Demographic factors(e.g. gender, age, race, income
etc. )
 Psychographic factors(e.g. attitude towards life,
careers, possessions, social issues etc. )

User Imagery 12/08/2021

 Purchase and usage situation
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Conditions or situations the brand could or should

be bought and used
Purchase situations(e.g. type of channel, specific
stores, ease of purchase and associated rewards etc.)
usage situations(e.g. particular time of day, week,
month or year to use the brand; location to use the
brand; and type of activity where the brand is used)

User Imagery 12/08/2021

 Personality and values
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It reflects how people feel about a brand as a result

of what they think the brand is or does, the manner
by which the brand is marketed, and so on.

User Imagery 12/08/2021

 Five dimensions of brand personality
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Sincerity(e.g. down to earth, honest, wholesome,

and cheerful)
Excitement(e.g. daring, spirited, imaginative, and
up-to-date)
Competence(e.g. reliable, intelligent, successful)
Sophisticated(e.g. upper class and charming)
Ruggedness(e.g. outdoorsy and tough)

User Imagery 12/08/2021

 User imagery and brand personality may not always be in
agreement.
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Less relation(e.g. food products)

More relation(e.g. cars, bikes, cosmetics)
The match may be based on consumer’s desired
self-image rather than their actual image.
“Self-monitors” are more likely to choose
brands whose personalities fit the consumption
situation.

User Imagery 12/08/2021

 History, heritage and experience
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Associations to the past and certain noteworthy

events in the brand history.
Involves personal experiences, experiences of friends
,family or others.
The country in which it is made, the type of stores in
which it is sold, the events for which the brand is
sponsor, and the people who endorse the brand.

User Imagery 12/08/2021

 GAP ANALYSIS
 It is a tool that helps a company to compare
its actual performance with its potential
performance.
 The goal of gap analysis is to identify the
gap between the optimized allocation and
integration of the inputs (resources) and the
current level of allocation.
 It is a formal study of what a business is doing
currently and where it wants to go in the future

Gap analysis 12/8/21 17

 Usage gap

 This is the gap between the total potential for

the market and the actual current usage by all
the consumers in the market. Clearly two figures
are needed for this calculation:

 market potential
 existing usage
 Current industrial potential

Gap analysis 12/8/21 18

 Market potential
maximum number of consumers available

 Existing usage by consumers makes up the

total current market

 Usage gap = market potential – existing usage

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 Product gap

 The product gap, which could also be described

as the segment or positioning gap, represents
that part of the market from which the
individual organization is excluded because of
product or service characteristics.

 The emphasis on the importance of correct

positioning.

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 Competitive gap

 It is the share of business achieved among

similar products, sold in the same market
segment, and with similar distribution patterns -
or at least, in any comparison, after such effects
have been discounted.

 It represents the effects of factors such as price

and promotion, both the absolute level and the
effectiveness of its messages

Gap analysis 12/8/21 21

THANK YOU!!!!