The blog for the Fundamentals of Marketing & Advertising course

Process for Creating a Perceptual Positioning Map

Posted in positioning the brand by Jennifer McDowell on February 16, 2010
  1. Select a market segment, and really understand their consumer behavior.
  2. Review the five-step purchase decision process. “Think” through this process from the perspective of your targeted market segment.
  3. Remember that in stage 2, consumers and buyers identify the brands, products, and companies that might satisfy their needs and wants.
  4. Remember that in stage 3, consumers and buyers compare and contrast the competitors identified during stage 2. Competitors are compared on the basis of two or three evaluation criteria. Figure out what those criteria are for your market segment.
  5. Draw the 2×2 table. Label the axes with the most important evaluation criteria.
  6. Plot, or map, the location of your brand, product or company. Do the same for your competitors.

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