What is a positioning map in marketing? How can we create one? This is related to segmentation.

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Keven Hettinger eNotes educator | Certified Educator

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A positioning map is a type of visual that allows marketers to compare their product or service with those of their competitors. If you are looking to create a positioning map, one of the best ways to do so is through a spreadsheet program (such as Excel or Google Sheets). In many cases, spreadsheet programs often have positioning map templates that you can use to design your own. This can be particularly helpful if you're new to creating positioning maps and don't want to forget anything important. You will also want to do plenty of research on the companies that you want to compare through your positioning map. The more data you have on their products or services, the more helpful your positioning map will be.

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Steph Müller eNotes educator | Certified Educator

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In the simplest terms, a positioning map is a visual depiction of what your target market thinks about your product. This data should be obtained by means of market research and is often depicted as a scale of high quality to low quality and high price to low price. Other factors that can be considered in a positioning map will vary according to the product. For example, if you are doing a positioning map for a stroller, you will consider factors like weight and safety ratings.

A positioning map (which is also sometimes called a perceptual map) helps marketers to better understand the product that they are working with and thereby to identify their target market. It is only through undergoing this process that one will be able to implement the marketing mix correctly.

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thetall eNotes educator | Certified Educator

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An example of how a positioning map would like.

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thetall eNotes educator | Certified Educator

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Positioning is a marketing process that involves differentiating a product or service offering from what already...

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besure77 eNotes educator | Certified Educator

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krishna-agrawala | Student

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.

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