Perceptual Mapping

What do you understand by perceptual mapping?

Perceptual mapping is a graphical representation of views of a consumer for a particular product or service. Generally, this graph contains two axes which compare any two attributes of a product with its competitors. These two attributes can be anything e.g. quality, price, benefits, effectiveness, etc.
A perceptual map can have more than 2 axes. But it becomes difficult to draw and understand it then.

Following is an example of my perceptual map of different chocolates in India:


It is used by marketers because they get to know the views of consumers about their brand compared to their competitors.

Comments

Post a Comment

Popular posts from this blog

STP Analysis (Segmentation, Targeting, Positioning)

Image
How and whom to Communicate to about a product/service? When we start selling a product, we cannot communicate it individually to every single person on earth. Also, one product cannot cater to the needs of all the consumers. For example, youngsters prefer soft-drinks more but elderly rely more on fresh juices. So, we must have a particular target market to which we look to communicate the product. For this problem, marketers use STP Modelling. STP is the process through which marketers get to know “where” & “how” the product must be communicated in order to get maximum sales. STP is the second most popular model (First is SWOT analysis) which is used in marketing. STP is useful as it helps in identifying the most valuable types of customers, and then develop marketing messages that ideally suit them. It allows a marketer to engage with each group better, personalize the messages, and increase the sales. Marketers need to cater to each group differently. We can t...
Read more

4 Ps of Marketing

Exactly what must be communicated to the TG (Target Group) to influence them? We are now done with the STP analysis. Now, what next? We know whom to communicate to and how to communicate to them. But communicate what? The answer to this question leads us to the famous 4 P of Marketing . The collection of these 4 Ps is called the MARKETING MIX . It is a crucial tool in determining what a product is offering to the customer. The 4 Ps in the marketing mix is as follows: ·       Product –  Product is the first of the 4 Ps of marketing. It can be either a tangible good or an intangible service that fulfils a need or want of the customer. Whether we sell FMCG products or mobile phones or it’s a saloon, it’s essential that we have a clear grasp of exactly what our product is and what makes it unique before we can successfully market it. (Think if you see a completely new brand of a cell phone in a showroom, but the salesman doesn’t know much about it, will y...
Read more

Above Average Commercials

How will you advertise our brand on Television? Above Average Commercials David Ogilvy, the father of advertising, once said “When I write an advertisement, I don’t want you to tell me that you find it creative. I want you to find it so interesting that you buy the product”. In order to change people’s brand preference, marketers need to advertise their product using video commercials. There is a total of 10 different kinds of commercials which are above average in their ability to change people’s mind. These are the following: 1. Humor : “People do buy from clowns”. A factor analysis reveals that Humor can also sell the products. But, the commercials need to be very funny. Ex –  https://www.youtube.com/watch?v=ZsOikE7ZMYc          https://www.youtube.com/watch?v=MjFDz94OQjQ 2. Slice of Life : In these commercials, one actor argues with another about the merits of a product. Then, in the end, the doubter is convert...
Read more