Contents
- What is a positioning map?
- Why is a perception map needed?
- Types of positioning maps
- Steps to create a positioning map
- Interpreting the obtained data
What is a positioning map?
A positioning map, also known as a perception map, is a visual tool that helps understand how consumers perceive a product or brand compared to its competitors. This analysis allows for the identification of untapped market niches for new products or determining how to adjust the positioning of existing goods to enhance their competitiveness.
For example, a positioning map can be created for car brands based on the criteria of "price-quality." This allows one to see how various manufacturers are positioned in the market and what advantages or disadvantages they have compared to one another.
Why is a perception map needed?
A perception map plays a crucial role in the positioning process, which involves shaping the image of a product or brand in the minds of consumers. By using the map, companies can identify which positions in the market have been occupied by their products that meet similar needs. This can be useful for both new and existing goods and services.
The main tasks of a positioning map include:
- Identifying the strengths and weaknesses of a product compared to competitors;
- Determining unmet customer needs;
- Repositioning an existing product.
This tool can be useful not only for B2C companies but also for B2B companies and agencies offering services. For example, agencies can use the map to identify characteristics such as price, level of expertise, and unique skills of employees to identify their competitive advantages.
Types of positioning maps
There are two main types of positioning maps: two-dimensional and multidimensional.
Two-dimensional maps
This type is the most common and suitable for beginner marketers. In such a map, products are placed along two axes (X and Y), based on two characteristics. This allows for the identification of four sectors in which the main brands of a specific product category can be placed. Each point on the graph represents a product, and the size of the circles can indicate sales volume.
Multidimensional maps
Multidimensional maps are more informative as they allow comparison of products across multiple parameters, such as price, quality, and performance characteristics. This type of map requires a more thorough evaluation of the product, including its shortcomings, to gain a complete understanding of its position in the market.
Steps to create a positioning map
The process of creating a positioning map involves several key stages, starting with the collection of data on consumer preferences and ending with the interpretation of the obtained results.
Data collection
To accurately place products on the graph, it is necessary to gather information on consumer preferences. Data collection methods may include:
- Surveys conducted via phone and online;
- Market research in real conditions;
- Interviews, both in-person and virtual;
- Analysis of statistical reports;
- Working with focus groups.
Creating the graph
After data collection, a graph is constructed that indicates the variables important to consumers. Characteristics may vary, for instance, "price-quality" or "quality-design." It is advisable to create several graphs with different characteristics for more accurate analysis.
Interpreting the obtained data
Interpreting the positioning map is crucial for the further development strategy of the product. For example, if the map shows that there is an unoccupied market segment, the company should consider filling it by creating a new product that meets consumer needs.
For deeper analysis, it is better to use the positioning map in conjunction with other marketing analysis tools, such as SWOT analysis, which will help gain a more comprehensive understanding of the product's position in the market and its prospects.