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Positioning refers to the perception of a product in the minds of consumer in relation to its competing product. Positioning map is a graphical device to study and analyse the positions or perception of each of a group of competing products in respect of two specific product characteristic.
It is a basically a graph that represents the strength or extent of the two product characteristics on x and y-axis. For example, to find relative position of different brands of cars in respect of customer perception of superiority of their styling and technical features, the graph may represent the the styling attractiveness of the model along x-axis and technical superiority along y-axis. Then each of the model to be plotted on this graph according to the assessment of customer perception in respect of these two characteristics.
Positioning map can help a company classify existing market products in different position categories. This insight can be used by the company in several ways. For example, it shows identifies the product which are the closest competitors of the company's product and the strength and weaknesses of the company's product in respect of its competing products. It cal also help company to identify market segments with specific product requirements where new products may be launched by the company.
A positioning map is a tool that is usually used by people who are in marketing and deals with products that they are attempting to market. The idea is that everyone has a different perception of a certain product. What one person may like, another may not. This is why a positioning map is created.
The positioning map is created by drawing a vertical axis and a horizontal axis. The products are then "mapped." It can now be decided which products are the "best." Basically, this tool is created to compare and contrast various products in order to gain more knowledge on which are better or needs to be altered.
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