A1.

 Honda has a conservative design sporty engine and market leader in the SUV segment.
While Toyota offers bold design, silent engine, more comfortable and offers more safety
features in the base segment.
 Colgate targets the young generation and focuses more on air freshness while Pepsodent
focuses on children as they advertise children with their parents and target on germ fight
capability for long hours.
 Reebok is a UK brand that offers more durable sports products at a cheaper price so value
for money. Nike is a USA brand that is more fashionable and costliest and offers
customization products while Adidas a German brand usually price its product between the
two, its products are usually smaller in size.
Usage of words as not sure about teenager intellectual level and word limit constraint.
A2. Differentiation strategy is adopted by companies to distinguish their products or services
from what their competitors are offering or may offer e.g. Nike company differentiate
themselves by claiming high-quality products which athletes wear.
A3. Points-of-difference is those attributes or benefits which make a company brand unique as
customers can strongly associate themselves with the brand and presume that they won’t get
same satisfaction from the competitor brand. E.g Apple (performance and innovative
technology).
Points-of-Parity means when a company offers products similar to its competitor within an
industry.
A4. Perceptual maps are visual representations of customer perception and preference for
company products, services, and brand.
As perceptual maps provide quantitative pictures of market situations. It helps the managers to
get insights into how their consumer rank their company on various parameters in comparison to
their competitors.