Professional Documents
Culture Documents
Differentiation
Differentiation
Positioning
Differentiation: The creation of tangible
or intangible differences on one or two
key dimensions between a focal product
and its main competitors
Positioning: The set of strategies that
firms develop and implement to ensure
that the differences occupy a distinct
and important position in the minds of
consumers
Perceptual Maps
Key research tool for positioning:
Perceptual Map
A perceptual map is a spatial
representation in which competing brands
are plotted
Lincoln
Cadillac
Has a Touch of
Class
A Car to be Proud
to Own
Distinctive Looking
Porsche
Mercedes
Chrysler
Buick
Oldsmobile
Conservative looking
Appeals to Older
People
BMW
Pontiac
Ford
Dodge
Chevrolet
Datsun
Toyota
Plymouth
VW
Very Practical
Provides Good Gas Mileage
Affordable
Has Spirited
Performance
Appeals to Young
People
Fun to Drive
Sporty Looking
Many Attributes?
Respondent 1
Popular
with
men
Popular
with
women
Good
Value
Full
Bodied
Heavy
Special
Occasio
n
On a
Budget
Bud
Becks
Strohs
Pop/Men
Pop/Women
Full Bodied
Blue
Collar
Good
Value
Spec Occ
Beck's
Budweiser
Coors
Coors light
Heineken
Meister
Brau
Michelob
Miller
Miller Lite
Stroh's
Old Milwaukee
Budweiser
Meister Brau
Miller
Becks
Heineken
Coors
Strohs
Michelob
Old
Milwaukee Light
Miller
Lite
Coors
Light
Full Bodied
Popular
with Men
Special
Occasions
Good Value
Blue Collar
Budget
Premium
Popular
with
Women
Pale Color
On a
Budget
Light
Light
Less Filling
Full Bodied
Old Milwaukee
Budweiser
Meister Brau
Good Value
Popular
with Men
Miller
Becks
Strohs
Budget
Heineken
Special
Occasions
Coors
Blue Collar
Premium
Michelob
On a
Budget
Pale Color
Old
Milwaukee Light
Light
Coors
Light
Miller
Lite
Light
Less Filling
Popular
with
Women
Heavy
Budweiser
Becks
Meister Brau
Heinek
Miller
en
Coors
Michelob
Miller Lite
Coors Light