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Perceptual Mapping

Perceptual Map of Beer Market


(Only attributes)

Heavy
Full Bodied Heavy

Popular with Men

Special Occasions Good Value Blue Collar Dining Out Premium

Budget

Premium
Popular with Women Light Less Filling

Pale Color On a Budget

Light

Perceptual Map of Beer Market


(both products & attributes)

Heavy
Full Bodied Old Milwaukee Heavy

Budweiser

Popular with Men Becks Special Occasions

Meister Brau

Miller Blue Collar Strohs

Heineken
Dining Out Premium

Good Value

Budget

Coors

Premium

Michelob
Pale Color Miller Lite Light

Coors Light

Popular with Women

On a Budget

Old Milwaukee Light

Light

Less Filling

Levels of Competition
Beers Ice cream

Tea

Regular colas

Diet lemon limes

Wine

Diet-Rite cola Diet Pepsi


Product form competition: Diet colas Juices

Fast food
Fruit flavored colas

Diet Coke

Bottled water

Lemon limes

Product category Video competition: rentals Soft drinks Generic competition: Beverages Budget competition: Food and entertainment

Baseball cards

Coffee

Levels of Competition: Implications for Product Strategy


Competitive Level
Product Form Product Category

Product Management Task


Convince Customers that the Brand is Better than Others

Convince Customers that the Product Form is Best in the Category

Generic

Convince Customers that the Product Category is the Best Way to Satisfy Needs Convince Customers that the Generic Benefits are the Most Appropriate Way to Spend their Money

Budget

Energy Bar Competition


Other Snacks Healthy Snacks Snack/Health Bars Energy Bars
Odwalla Power Bar Balance Bar Clif

Nutrigrain Bars Slimfast Bars Granola Bars Fruits Nuts Juice Crackers Chips Candy

Defining Competition with Perceptual Mapping


Moist As a formal dessert Bakery cake Homemade cake Homemade pie Layer cake mix Takes a long time Cheese cake mix to prepare Bundt cake mix Frozen pie
Chocolate torte mix Boston crme pie mix Light Style cake mix Frozen cake Stirn Frost cake mix Individual pie Quick bread mix Date bar mix Brownie mix Homemade cookies Cookie mix Bakery cookies Pillsbury cookie dough Hostess cupcakes

Needs refrigeration

Pudding mix Local mix Jell-O Dzer ta

Custard mix Tapioca pudding mix

Canned pudding

Coffee cake mix

Snackin Cake mix

Oatmeal cookies Pepperidge Farm cookies

Good for a coffee break

Between meal snack Easy to carry with me

In my school work lunch

Market Positioning Map: Tea - 1980s


Traditional flavor

Tetley

Lipton

Iced

Luzianne

Hot

Nestea

Celestial Seasons

Unique flavor

Repositioning: Tea - Late 1990s


Traditional flavor

Tetley Rounds

Tetley

Lipton Rounds

Lipton

Iced

Luzianne

Hot

Arizona Iced Tea

Lipton Natural Teas

Nestea

Snapple

Celestial Seasons

Lipton Flavored

Unique flavor

Bases for Positioning

Firms can position on the basis of:


Product or service attributes (the smallest cell phone), High-tech image (our cell phones handle e-mail), Benefits (fits in your pocket), User categories (best cell phone for college students), Comparison with competitors (our phone is less expensive than the Nokia), Take an integrator position (a full range of electronic products and services).