Marketing Communications

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Marketing Communications

82

Promotion Planning And Techniques

COMPONENTS OF THE POSITIONING CONCEPT

There are four basic components of the positioning concept as follows:

1. Product class or the structure of the market in which the firm’s product will compete.


2. Consumer segmentation.


3. Consumer perception of the firm’s product in relation to competitors which leads to
   perceptual mapping.


4. The benefits offered by the product. These benefits may also be expressed as attributes or
   dimensions along which products are fitted to represent consumer judgment.

PERCEPTUAL MAPPING AND POSITIONING

Perceptual mapping is a technique that assists marketer to represent consumer perceptions, in two-
dimensional space so that the marketer can readily see where his own product is positioned in the mind
of his prospect and in relation to other products. Consumers are asked to rate a set of products along
given attributes or benefits or they may be asked merely to judge, by pairs, how similar or dissimilar
the products are. Factor analysis and multi-dimensional scaling are techniques that are then applied to
determine the product perceptual mapping.

Perceptual mapping techniques identify the underlying dimensions that differentiate consumer
perceptions of products and the positions of existing products on the dimensions.

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