Market Mapping

• What is the purpose of market mapping?

  It helps with strategic positioning
• What does a market positioning map illustrate?

  The range of positions a product can take
• What are the two dimensions important to customers in a positioning map?

  Two dimensions chosen for the axes
• What are some possible dimensions for a market positioning map?

  • Low price vs High price
  • Basic quality vs High quality
  • Low volume vs High volume
  • Necessity vs Luxury
  • Light vs Heavy
  • Simple vs Complex
  • Unhealthy vs Healthy
  • Low-tech vs Hi-tech
• What should be considered when using positioning maps in marketing decision-making?

  Care has to be taken when using them
• What are the advantages of positioning maps?

  • Help spot gaps in the market
  • Useful for analysing competitors
  • Encourages use of market research
• What are the disadvantages of positioning maps?

  • Gaps don't guarantee product demand
  • Not a guarantee of success
  • Reliability of market research may vary
• Why might a gap in the market not indicate demand for a product?

  Just because there is a gap doesn't mean demand
• What is a potential issue with the reliability of positioning maps?

  How reliable is the market research used?