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1607-Module 3 PPT

The document covers key concepts in marketing analytics, focusing on product positioning, perceptual maps, white spaces, umbrella brands, and multidimensional scaling. It explains how these tools help visualize consumer perceptions and identify market gaps for strategic branding. Techniques like perceptual mapping and multidimensional scaling are highlighted for understanding product similarities and consumer preferences.

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ashish.choudhary
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22 views9 pages

1607-Module 3 PPT

The document covers key concepts in marketing analytics, focusing on product positioning, perceptual maps, white spaces, umbrella brands, and multidimensional scaling. It explains how these tools help visualize consumer perceptions and identify market gaps for strategic branding. Techniques like perceptual mapping and multidimensional scaling are highlighted for understanding product similarities and consumer preferences.

Uploaded by

ashish.choudhary
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd

Marketing Analytics

Module 3

Positioning
Introduction

• Product Positioning

• Perceptual maps

• White spaces

• Umbrella Brands

• Multidimensional scaling

2
Product Positioning

Tools & Techniques involved in creating a mental picture of a product from

consumers that enable them to visualize product & identify which particular

niche it belongs to Unique brand positioning helps brands charge premium

price.

3
Perceptual mapping

• Visual method of showcasing how an average target consumers perceives the

positioning of various products relative to their competitors.

• Determinant attributes - Characteristics that drive purchasing decisions when

consumers is presented with multiple buying options.

• Correspondence analysis - Statistical technique showcasing interrelated data as plot

points in 2D.

4
Perceptual mapping (Cont’d)

• Joint perceptual maps show required needs of various market


segments based on same attributes, used for providing highly
specific insights into consumer perceptions.
• Constructing perceptual maps:
• Choose 2 determinant attributes
• List of competitors to be plotted
• Score brands based selected determinants

5
White spaces

• Identification gap in market and cleverly exploiting this gap to offer new &

unique services that competitors aren’t offering.

• Identifying & taking advantage of such white spaces is crucial in fight to

stay relevant and to set oneself apart from rest.

6
Umbrella Brands

• Umbrella/family branding - selling multiple products under a single brand.

• Psychologically, well-known brand name instills trusts.

• Relation between white spaces and umbrella branding.

7
Multidimensional scaling

• MDS is a technique to visualize the extent of similarity among


individual observations in data. Important to visually represent
similarity between products on key attributes.
• Extended to understand similarity among consumers on
attribute preferences.

8
9

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