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3.2.3 Mastering Perceptual Mapping

Overview

Positioning involves creating a clear, distinctive image of a product or service in the consumer's mind. Perceptual mapping is a powerful tool that helps marketers visually understand consumer preferences, evaluate brand attributes, and define competitive positioning.

Steps in Positioning

1. Collecting Preference Data

  • Conduct surveys to gather consumer preferences for different brands.
  • Respondents rank brands on a scale (e.g., 1-10) based on their preferences.
  • Example:
  • Brand preferences (e.g., Saab, G20, BMW, Ford).
  • Respondent scores (e.g., Audi = 8, Toyota = 3 for Respondent 1).

2. Creating a Preference Map

  • Plot consumer preferences for various brands.
  • Visualization:
  • Blue squares represent consumers.
  • Red dots represent brands.
  • Insights:
  • Brands with clusters of consumers around them are preferred.
  • Brands with fewer consumers around them are less preferred.

3. Collecting Perceptual Data

  • Conduct surveys to gather consumer perceptions of brands based on attributes.
  • Attributes include factors like "attractive," "roomy," "prestige," "unreliable," etc.
  • Respondents rate brands on each attribute using a scale (e.g., 1-10).
  • Example:
  • G20 rated 5.6 for "attractive," 6.3 for "quiet."
  • Ford rated 4 for "attractive," 3.2 for "quiet."

4. Creating a Perceptual Map

  • Plot the brands based on their association with attributes.
  • Visualization:
  • Red dots represent brands.
  • Blue lines represent attributes.
  • Insights:
  • Positive attributes (e.g., "prestige," "roomy," "quiet") cluster around top brands like BMW, Audi, Toyota.
  • Negative attributes (e.g., "unreliable," "poorly built") cluster around less preferred brands like Ford, Mercury.

5. Combining Preference and Perception

  • Overlay consumer preferences, brand positions, and attributes on a single map.
  • Visualization:
  • Red dots = Brands.
  • Blue lines = Attributes.
  • Pink lines = Consumers.
  • Insights:
  • Consumers gravitate toward brands associated with positive attributes.
  • Brands with negative attributes attract fewer consumers.

Interpreting Perceptual Maps

  1. Understanding Current Market Dynamics:
  2. Identify clusters of consumers and brands.

  3. Recognize the attributes associated with preferred and less-preferred brands.

  4. Evaluating Market Opportunities:

  5. Identify unoccupied spaces on the map (attribute gaps).

  6. Evaluate whether your product can fill a niche or differentiate itself effectively.

  7. POP (Point of Parity) and POD (Point of Difference):

  8. Use the map to identify:

    • POP: Attributes shared with competitors to ensure legitimacy.
    • POD: Unique attributes to differentiate the product.

  9. Making Strategic Decisions:

  10. POP Strategy: Position your product as equivalent to a strong brand but with a price or value advantage.
  11. POD Strategy: Focus on attributes not occupied by competitors (e.g., "easy service" if unaddressed).

Example Analysis

Scenario 1: New Brand in a Competitive Market

  • Map Insight: Most customers and positive attributes are clustered around brands like BMW and Audi.
  • Strategy: Focus on POD such as "easy service," an unoccupied attribute on the map.

Scenario 2: New Brand in an Underserved Market

  • Map Insight: Top brands occupy only 20% of the market, leaving room for new entrants.
  • Strategy: Use POP to align with established brands but offer a competitive edge, such as lower price or additional features.
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