Assignment : Resistance and Communication
Winter 2016
You must Use choose a product or service the company offers on which to focus.
Identify the important attributes for your chosen product and select two key variables for your perceptual map. Prepare a perceptual map for your chosen product/brand and using a minimum of seven competitors, rank each product/brand on the two variables based on how they are positioned in the consumers' minds.
Explain why you placed each competitor on its particular spot on the map, and how you might strengthen your chosen product/brand's position in the minds of the target market.
Write an 8- to 10-slide Microsoft® PowerPoint® presentation with notes including the following:
• Summary slide
• Target market (be specific and address all four segmentation variables - demographic, geographic, psychographic and behavioral)
• Perceptual map
• Map placement explanations
• References