Example Perceptual Maps for Breakfast Cereals

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Example Perceptual Maps for Breakfast Cereals

Below you will find two different example perceptual maps for Breakfast Cereals.

Two variations of perceptual maps have been provided below (using different product and/or brand attributes), in order to give you a choice of the map that best suits your needs.

You should note that each mapping approach will “paint a different picture” of the market, which may help provide insight into the relative brand positioning strategies.

IMPORTANT NOTE: These example maps have been provided for educational purposes only and are estimates of brand positioning only, and should not be relied upon for decision-making. Perceptual maps used in marketing should always be based upon current and valid consumer image data.

Design Notes

Each of the example perceptual maps below have been created with the Excel perceptual map maker/template available for free download on Perceptual Maps 4 Marketing.

You can use this Excel perceptual map template in conjunction with the product/brand attribute ideas to design your own perceptual map (if required). Please refer to the list of tools and resources at the end of this post.

1st Example Perceptual Map for Breakfast Cereals

 

Want to design your own map? Take me to the free download page: Free Download of the Perceptual Map Template

Perceptual Map Scores Rationale and Discussion

For the product/brand attributes of: No fruit taste to Fruity taste

– Lucky Charms: 7.5 – Although Lucky Charms is primarily known for its marshmallow shapes, the cereal itself has a slight fruity taste due to the added sugar and fruit flavors.

– Cheerios: 2.0 – Cheerios are a classic cereal known for their subtle, lightly sweetened taste, but they do not have a fruity taste.

– Pop-Tarts: 8.5 – While not technically a cereal, Pop-Tarts are a popular breakfast option with a fruity filling that provides a strong fruity taste.

– Kellogg’s Corn Flakes: 1.5 – Corn Flakes are a simple cereal made primarily of corn and do not have a fruity taste.

– Special K: 3.0 – Special K is a lightly sweetened cereal that has a subtle fruity taste due to the added fruit flavors.

– Frosted Flakes: 6.5 – Frosted Flakes are a sweetened corn cereal with a slight fruity taste from the added sugar and fruit flavors.

– Rice Krispies: 2.5 – Rice Krispies are a simple cereal made from puffed rice and do not have a fruity taste.

– Froot Loops: 9.0 – Froot Loops are a highly sweetened cereal with a strong fruity taste, which is what the brand is known for.

– Cap’n Crunch: 7.0 – Cap’n Crunch is a sweetened corn and oat cereal with a fruity taste due to the added fruit flavors.

– Raisin Bran: 4.5 – Raisin Bran is a lightly sweetened cereal with a subtle fruity taste from the added raisins.

Note: These are hypothetical ratings developed with the assistance of AI tools.

For the product/brand attributes of: Soft to chew to Hard to chew

– Lucky Charms: 6.5 – Lucky Charms are a moderately chewy cereal due to the texture of the oat-based shapes and the added marshmallows.

– Cheerios: 2.0 – Cheerios are a soft and easy-to-chew cereal due to their simple shape and texture.

– Pop-Tarts: 8.5 – While not technically a cereal, Pop-Tarts are a pastry with a hard and crispy crust that requires some effort to chew.

– Kellogg’s Corn Flakes: 3.0 – Corn Flakes are a lightly crunchy cereal that are easy to chew.

– Special K: 4.5 – Special K is a lightly crunchy cereal that has a slightly chewy texture due to the added wheat and rice flakes.

– Frosted Flakes: 5.5 – Frosted Flakes are a crunchy cereal that have a slightly chewy texture due to the added sugar and frosting.

– Rice Krispies: 1.5 – Rice Krispies are a light and airy cereal that are easy to chew due to their puffed rice texture.

– Froot Loops: 7.5 – Froot Loops are a crunchy cereal that require some effort to chew due to their shape and texture.

– Cap’n Crunch: 8.0 – Cap’n Crunch is a highly crunchy cereal that requires a significant amount of effort to chew due to its dense texture.

– Raisin Bran: 5.0 – Raisin Bran is a lightly crunchy cereal that has a slightly chewy texture due to the added raisins.

Note: These are hypothetical ratings developed with the assistance of AI tools.

2nd Example Perceptual Map for Breakfast Cereals

 

Want to design your own map? Take me to the free download page: Free Download of the Perceptual Map Template

Perceptual Map Scores Rationale and Discussion

For the product/brand attributes of: For kids to For adults

– Lucky Charms: 7.0 – Lucky Charms are marketed primarily towards children due to their colorful and fun marshmallow shapes, but they can also appeal to adults who enjoy a sweet and nostalgic cereal.

– Cheerios: 8.0 – Cheerios are marketed as a healthy and wholesome cereal that can appeal to adults who prioritize nutrition and a simple taste.

– Pop-Tarts: 4.0 – While not technically a cereal, Pop-Tarts are marketed primarily towards children and teenagers due to their fun flavors and packaging.

– Kellogg’s Corn Flakes: 9.0 – Corn Flakes are marketed as a classic and simple breakfast option that can appeal to adults who prefer a basic taste and nutrition.

– Special K: 7.5 – Special K is marketed as a healthy and balanced cereal that can appeal to both adults and young adults who prioritize nutrition.

– Frosted Flakes: 5.5 – Frosted Flakes are marketed as a fun and sweet cereal that can appeal to children and adults who enjoy a nostalgic and sugary taste.

– Rice Krispies: 7.0 – Rice Krispies are marketed as a wholesome and simple cereal that can appeal to both adults and children who enjoy a light and airy texture.

– Froot Loops: 3.5 – Froot Loops are marketed primarily towards children due to their bright and colorful loops and fruity taste.

– Cap’n Crunch: 4.5 – Cap’n Crunch is marketed primarily towards children and teenagers due to its fun packaging and sweet taste.

– Raisin Bran: 8.0 – Raisin Bran is marketed as a healthy and wholesome cereal that can appeal to adults who prioritize nutrition and enjoy the added sweetness of raisins.

Note: These are hypothetical ratings developed with the assistance of AI tools.

For the product/brand attributes of: Limited versions to Lots of versions

– Lucky Charms: 7.5 – Lucky Charms has a moderate number of versions, including limited edition varieties with different marshmallow shapes and flavors.

– Cheerios: 8.0 – Cheerios has a wide variety of versions, including flavored varieties like Honey Nut, Apple Cinnamon, and Chocolate.

– Pop-Tarts: 9.0 – While not technically a cereal, Pop-Tarts has a wide variety of versions with different fillings and flavors.

– Kellogg’s Corn Flakes: 2.0 – Corn Flakes has limited versions, with the brand focusing on the classic and simple taste.

– Special K: 6.0 – Special K has several versions with different flavors and added ingredients, but not as many as some other brands.

– Frosted Flakes: 6.5 – Frosted Flakes has a moderate number of versions, including limited edition varieties with different frosting flavors.

– Rice Krispies: 4.0 – Rice Krispies has a few versions with added flavors and shapes, but not as many as some other brands.

– Froot Loops: 8.5 – Froot Loops has a wide variety of versions with different colors and flavors, as well as limited edition varieties with unique shapes and flavors.

– Cap’n Crunch: 7.5 – Cap’n Crunch has a moderate number of versions, including flavored varieties like Berries and Peanut Butter.

– Raisin Bran: 3.0 – Raisin Bran has limited versions, with the brand focusing on the classic taste and added raisins.

Note: These are hypothetical ratings developed with the assistance of AI tools.

More Perceptual Mapping Information and Resources

Reasons to Use Perceptual Mapping

List of Product and Brand Attributes Ideas

Working with Perceptual Maps

Other Perceptual Mapping Tools 

Perceptual Maps 4 Marketing

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Take me to the free download page: Free Download of the Perceptual Map Template

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