Perceptual maps
A Perceptual Map is a graphic that categorizes customers’ (or potential customers’) perceptions in a visual and understandable way.
With a perceptual map companies can compare positioning and differentiation in the market based on different sources or attributes.
These types of graphics could be used to compare an overall position or to do more detailed comparisons.
In order to create a perceptual map, you need to know what your customers and potential customers think about your brand and the competition.
Easy to use
High tech
Luxury image
Affordable
Portable computers
MacBook Air
Eee - Asus
Acer
Toshiba
VAIO
Dell
Lenovo
HP
Brand strengh
Brand weakness
Important
On time departures and arrivals
On time departures and arrivals
Non-stop flights
Non-stop flights
Unimportant
Friendly flight attendants
Adequate leg room
Good in-flight serviceGood in-flight service
Good food
Good food
Special deals Special deals
Space for carry ons Space for carry ons
Variety of routes
Variety of routes
I feel safeI feel safe
Good in-flight movies
Airline A Vs. Airline B
Perceptual Maps are useful for these key reasons:
1. Assessing strengths and weaknesses relative to competing brands along certain criteria important to the customer.
2. Identification of competitive advantage for the brand
3. Identifying market opportunities
4. See how ideal points are moving as markets mature, and therefore a brand might shift its positioning and / or differentiation in order to retain or gain a competitive advantage.
Group work
1. Choose a brand category
2. Draw a perceptual map to show the condition of the market and the competitor’s positioning.
3. Draw a second perceptual map comparing two competing brands (from the previous graphic)