Description

Perceptual Mapping Framework: Perceptual Mapping is a visual marketing technique that depicts how consumers perceive a brand, product, or service to competitors based on various attributes. This graphical tool plots consumer perceptions of brands or products on a two-dimensional grid, with each axis representing different characteristics or benefits, such as quality, price, luxury, or usability. Each brand’s position on the map reflects its perceived values in the eyes of the target market, providing insights into how it is positioned in the competitive landscape.

Perceptual maps help marketers identify gaps in the market, understand competitive dynamics, and strategize on positioning or repositioning products to meet consumer needs and preferences better. By analyzing how products are clustered and how they vary in perception, companies can tailor their marketing strategies, develop products that fill unmet needs, and differentiate themselves more effectively from competitors. This tool is essential for decision-making in product development, advertising, and overall marketing strategy planning.

The Perceptual Mapping deliverable provides an in-depth overview of the concept, historical evolution, use cases, advantages, and shortcomings in a concise PowerPoint presentation.

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