Positioning and Perceptual Mapping
Choose one of the following companies and respective brands bulleted below. Then create a perceptual map using TWO important characteristics you think are important to customers. Place the products on the perceptual map where you think they belong. Then, choose 4 competitor brands from the same industry (like, Toyota Camry, Honda Accord, etc...they don't have to be from the same parent company) and place them on your map. Briefly discuss your placement of the brands and how the company will use this information in the future. Meaning: What does the map suggest in terms of the company's marketing mix (4 P's)? See the sample on BB (there is no discussion, but you can see a sample map).
- Coca-Cola: Diet Coke, Sprite, Dasani, Powerade (MUST USE ALL FOUR)
- GAP: Gap, Old Navy, Banana Republic, Athleta (MUST USE ALL FOUR)
- Ford: Focus, F-150, Escape, Fiesta (MUST USE ALL FOUR)
Note: if you plan use something that is clearly measurable (like price, MPG, or calories, please do the legwork and provide the real data that a consumer would find.)