Posted on 21st June 20105 Responses
Use of perceptual map as a step in positioning and building VP.

Perceptual map or positioning map is a visual tool to depict the place of different products based on 2 attributes important to consumers. The map shows how the customers perceive each brand in terms of the 2 attributes on the horizontal and vertical axis. At the same time, the map can should what will be the ideal location from the customer’s point of view for a product. Once a perceptual map is completed, it will also illustrate possible locations (attributes) that the product can enter the market.
Using the perceptual map, one can easily identify the POP (Points of Parity) and POD (Point of Difference) of products compare to each other. Then POP and POD can be used to create the value proposition. The POP will be used to show user that our product can deliver what other products in the market can deliver and POD will show what our product which others can’t (or have poor performance in that area)
For example in cordless phone market a perceptual map can look like this:
perceptual map
Figure 1

perceptual map
Figure 2

As it can be seen from figure 1, B&O which is a high-end product has the highest rating from user perception on audio quality and industrial design (FYI a base and a handset unit can cost as high as $7000 USD). But in figure 2, this brand loses the size and life time of the battery to other brands. So for a value proposition for this brand, efforts should be focused on audio quality and design. On the other hand for VTech and Undien audio quality and battery life are POPs as both brands deliver similar battery life hours and audio quality, but a POD for VTech will be smaller handset design, where as a POD for Uniden can be better industrial design.
How would you develope a value proposition for brand of your choice? What are some common mistakes?
By Reza Yazdi – Jun 9, 2010

I  use Dropbox to backup my files

comment by Viola Uzdygan
Posted on January 25, 2011 at 02:46

The most difficult thing is to find a blog with unique and fresh content but your blog is different. Bravo.

comment by CB review
Posted on March 17, 2011 at 17:00

I was very pleased to find this site.I wanted to thank you for this great read!! I definitely enjoying every little bit of it and I have you bookmarked to check out new stuff you post.

comment by Steven
Posted on March 18, 2011 at 06:46

This topic has been up for debate quite a lot of times but none of the posts were as detailed as yours. AdminI hope to see such quality posts from you in the future.

comment by BighChievehef
Posted on May 21, 2011 at 02:09

With the recent activity at both their Tennessee and Alberta projects, Montello seems to be garnering more investor interest than ever before. On October 12, volume trading surged past 13 million shares, pushing the stock price past $0.20 for the first time in 12 months. And the volume has continued to be very heavy. Whether this activity is due to speculation of success in Tennessee or Alberta (or both) is hard to say. But the excitement in MEOРІР‚в„ўs stock charts is palpable.

[url=]Heavy equipment rent[/url]

[url=]construction equipment leasingcat 416 for sale[/url]

comment by AswadKannaj
Posted on May 24, 2011 at 07:10

Hey – I am definitely glad to find this. cool job!

Leave a Response
XHTML: You can use these tags: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <strike> <strong>

  This Wordpress Theme is protected. Thanks to 1 Hour Loan