Buy an essay on Using Perceptual Maps in Marketing Simulation Summary

Positioning determines the perception of the brand by target audience. The main task – especially the transformation of the consumer’s mind in order to make the brand not just fame, but also differentiation from competing brands, as well as giving value in the eyes of buyers. Positioning provides opportunity to reduce the sensitivity of consumers to a price to offer the market a more expensive product, to win loyal customers and gain strategic advantage over competitors that is most important.
In order to implement the strategy of positioning in life, it is necessary to implement certain strategic moves that will determine the subsequent success of the brand on the market. For instance, correctly analyze the effectiveness of an advertising campaign, if it was not directed at those consumers who might buy this product, or if the advertising campaign focused attention on those benefits that have no value to the consumer. (Trout, J., 1996)
In marketing specialists use special perceptual map – that is a visual representation of a customer’s opinion of the brand. It really helps the company to evaluate it’s place on the market, to see the real picture of the product’s position.
Any company’s strategy lies not only in selling and advertising products, but also right positioning in the market.
We can use the simulation to make and use a perceptual map in order to create an effective marketing plan and marketing strategy for the company.
The situation of the Thorr motorcycle company is that it’s product has reached a mature stage of product life cycle and needs to be repositioned. So we should make a perception map and see the position of and customer’s opinion of the brand. Then I will try to give some advices for the successful brand positioning of the motorcycle.
To gain a strong position to compete on the basis of the results of the positioning of its products, the organization identifies the characteristics of the product and marketing activities, which may in an advantageous side to distinguish its products from competitors’ products, that is, to differentiate their products. And for different products can choose from different directions of differentiation.
In order to implement the strategy of positioning in life, it is necessary to implement certain strategic steps that will determine the subsequent success of the brand on the market.
You can divide the process of positioning on 3 stages:

1. First to allocate a set of possible competitive advantages, which are suitable for positioning;
2. then choose the most relevant objectives of the company a competitive advantage;
3. special efforts to build and consolidate the selected position in the market.
Also, producers need to create a positioning that:
1) competitors will not be repeated;
2) do not want to repeat;
3) even if they try to repeat, it will not succeed.
The motor company needs a clear positioning strategy to its intended place in the market could with sufficient clarity imprinted in the minds of consumers. The strategy requires the coordination of all marketing attributes to support the chosen position. Typically, consumers choose those products and services that best meets their needs. Therefore, the choice of positioning strategies, marketers carefully analyze the main competitive advantages of their products or services.
Strong position can’t be won by empty promises. If the company is positioning its product by offering higher quality or more services, then it will have to provide the promised quality and service. Otherwise it will lose those customers and do not think she can win their attention in the future.
Weakness of the company is that it is now slightly separated in the minds of consumers from the competition. Failure to clearly distinguish themselves from competitors reduces the probability of remembering the brand, reduces the attractiveness of the brand to consumers, but also reduces the frequency of repeat purchases satisfaction.
Thus, positioning – this is the optimal placement of goods in the marketplace. Direction and Measures of positioning – this is the specific marketing activities to develop, disseminate and promote the product on the market. The result – is a recognition of a consumer product or company.
Developed positioning strategy (produced commercials, posters, etc.) lead to revision to the desired state and will help the company to reach a higher level in the minds of consumers. But very important is the rational direction of funds to the development of brands and positioning of the enterprise. In addition, the implementation of an enhanced marketing program for the initial positioning of the goods must be done in a short, predetermined period, and not stretch for a year or more.

References:
Trout, J., Rivkin, S. (1996). The New Positioning : The latest on the worlds #1 business strategy. McGraw Hill, New York
Product Positioning Using Principles from the Self-Organizing Map. Springer Berlin / Heidelberg, 2001