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

Quick answer:

A positioning map is the objective or technical positioning of a brand in comparison to other brands. To create a positioning map, two target attributes are needed (to plot the x and y axes).

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A positioning map should not be confused with a perceptual map. The first is the actual positioning of a brand within a competitive marketplace, while the second is the consumer perception of a brand within a competitive marketplace.

A positioning map is essentially part of a three-prong consumer-centric approach to marketing communications. "Marketing communications" represents how a brand communicates its value to consumers.

In the area of marketing communications, the STP approach is one of the most popular. "STP" stands for "Segmentation, Targeting, and Positioning."

Segmentation: This refers to the audience a brand is targeting. Target audiences can be segmented based on criteria that can be psychographic (consumer interests and preferences), geographic, behavioral (consumer response or attitudes towards a brand), demographic (age, gender, education, etc.), and more.

Target attributes: These can include brand characteristics or distinctive brand features that inspire consumers to pick one brand over another.

Positioning: Once a brand has identified the target segment and brand attributes, it can uncover marketing opportunities and "position" its marketing message to appeal to the target segment.

A brand may create one or more positioning maps to target specific segments. For example, a mobile phone company may wish to target millennials, as this audience makes up the majority of its market size.

In order to create a positioning map for millennials, the company would identify target attributes, or features that are most relevant to millennials: streaming and usage. These two attributes can be plotted on the x and y axes.

Using the positioning map, the mobile phone company can then identify an open-market opportunity by "positioning" its brand to deliver high-quality streaming and customized usage to millennials. To deliver high-quality streaming, for example, the brand can differentiate from other brands through optimal displays (or screen sizes) and robust processor speeds (to prevent lag).

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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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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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An example of how a positioning map would like.

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Positioning is a marketing process that involves differentiating a product or service offering from what already exists or is already offered by competitors. It involves the discovery and the communication of the business’ unique selling point in relation to the competitors.

Positioning maps are diagrams drawn to illustrate the customer perception of the business’ offering based on price, quality, or other product benefits and how the perception compares against the competitors.  The visual diagram helps marketers in coming up with the appropriate positioning strategy, which may involve developing new competitive advantages or optimizing existing ones.

To create a position map one needs to define the consumer needs that they would like to understand and develop a market scope for the analysis. Price and the benefit that will be used in the mapping need to be defined, for instance, the price can be the retail or wholesale price of the different products. The primary benefit can be the quality, features, and serviceability among other parameters.  The different products covered would then be analyzed and placed in their rightful places (quadrants) based on how they combine/relate to the price and the primary product benefit.

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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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