Over-positioning occurs when we drill down and focus upon a very small market and/or where key benefit (or combination of benefits) that we have chosen to position on are too precise and narrow. In this article, find out what over-positioning is, how to identify it and how to avoid it.
This article provides 12 practical tips for effectively using perceptual maps in market research and analysis.
What makes a perceptual map a powerful analytical tool? Check out the 14 rules for best practice when making and using perceptual maps.
Perceptual maps and positioning maps are interrelated concepts and the terms are sometimes used interchangeably. But there are key differences between them, which means that they should be used and interpreted differently.
Under-positioning is when consumers have a vague understanding of the key benefits of your brand. Find out how to identify and how to fix it.
At the 2007 launch of the first ever iPhone, Steve Jobs used a perceptual map to highlight the market gap that Apple had identified. But how well was this map used and what could be improved?
This article outlines the initiatives undertaken by Pepsi in the 1970s and early 1980s that effectively repositioned the Coca-Cola brand during the period of the Cola Wars.
A good example of how to use a perceptual map to reposition a competitor, as undertaken by Pepsi during the Cola Wars
Perceptual maps are very helpful for determining an appropriate competitive strategy, depending upon the brand’s positioning. This articles covers some strategic positioning approaches by using perceptual maps.
As you can guess by the terms, there is a overlap between the perceptual process and perceptual maps – find out how they work together. Includes a summary video.