A simple introductory to understanding the basics of perceptual maps for marketing. Ideal for university students and marketing practitioners new to this concept.

1. Understanding and
Creating Perceptual
Maps for Marketing
Prepared by: Geoff Fripp, Adjunct Lecturer
The University of Sydney
www.perceptualmaps.com

2. This is a Perceptual Map

3. This is another Perceptual Map
By changing attributes, we
can construct a different
view of the market
It is always a good idea to
construct more than one
perceptual map to fully
understand the market

4. What it tells us…
It tells us what attributes
consumers use to choose
between competing brands
These are known as
‘determinant attributes’
It tells us how consumers perceive
the similarities and differences
between these brands, based on
these two attributes

5. Why Use a Perceptual Map?
To determine how consumers
really perceive our brand
To check that our brand has a clear
And to check whether it fits
positioning space in the market
with our positioning goals
To identify if there are any
viable gaps in the market

6. We can check whether we have
covered the market
Perceptual Map of Soft Drinks
Strong Caffeine
Pepsi Max
Diet Coke Coke Zero Coke Pepsi
Pepsi Next
High Sugar
No Sugar
Diet Mt Dew Mt Dew
Fanta
Here all the Coca-Cola brands
are color-coded in red Sprite
No Caffeine

7. We can review how brands are
being repositioned over time

8. This is a different perceptual map
It is known as a multi-
attribute perceptual map
It shows more than two
attributes at a time
(highlighted in blue)
In this map, we do not
have axis labels

9. This map is also different…
It is known as joint space
perceptual map
It show the needs (ideal
positioning) for segments
within the market
This maps tells us how well we
are positioned in relation to
both our competition and to
market needs

10. Main Benefits of Mapping
Check reality To see how the target consumers actually perceive the
various offerings and positions
Impact of campaigns To measure/track the impact of recent marketing
campaigns and any other marketing mix changes
Monitor new products To identify how well any new products have been
positioned into the market
Monitor competition To monitor the impact of various competitive
offerings over time
Look for gaps To assist the company identify market gap, as an input
into the new product development process
Understand segments To provide information that will help further
understand different market segments
Track preference changes To track any changes in consumer preferences (and
other environmental factors) over time

11. For more information…
Please visit
www.perceptualmaps.com
The Market Segmentation
Study Guide download the free Excel
A comprehensive review of
spreadsheet that allows you to
market segmentation, target quickly and easily produce all
marketing, positioning and
perceptual maps the perceptual maps shown in
this presentation
Also visit
Written by Geoff Fripp
Lecturer at the University of Sydney
www.perceptualmaps.com
for the 120 page eBook ‘The
Designed for university-level
marketing students Market Segmentation Study
Guide’ for just $2.99
www.perceptualmaps.com