Market Mapping / Positioning

• What is the purpose of a market or positioning map?

  To determine how a business positions itself
• What does a market map use to place brands?

  Two dimensions
• What is a common dimension used in market mapping?

  Price range from low to high
• What is another dimension that can be used in market mapping?

  Quality from basic to high
• What does a market map help to judge about brands?

  How they compete in the market
• What are the steps to create a market map?

  1. Choose two dimensions
  2. Place brands on the map
  3. Analyze their positions
• What is the horizontal axis in the example market map?

  Price from low to high
• What is the vertical axis in the example market map?

  Range of services from narrow to broad
• Which brand is positioned as high price and high value?

  Virgin Active
• What is David Lloyd known for in the market map?

  Offering a wide range of services
• How is Nuffield Health positioned in the market map?

  Lower price with a broad range of services
• What is the positioning of Fitness First in the market map?

  Low range of services for high price
• What does the presence of a gap in the market map indicate?

  Possible business opportunity
• What is a drawback of market mapping?

  It relies on judgment and may be outdated
• Why might a quadrant with no businesses not indicate an opportunity?

  There could be valid reasons for absence
• What are the benefits of market mapping?

  • Identifies market gaps
  • Aids in competitor analysis
  • Helps visualize brand positioning