Market mapping/ positioning

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

  To position brands competitively
• A market map is a two-dimensional model used to judge how brands compete based on dimensions
• A market map uses only price as one of its dimensions.

  False
• What is a commonly used dimension for market maps?

  Low to high price
• Another popular dimension for market maps is product quality, ranging from basic to highest
• Match the market dimension with its possible range:

  Price ↔️ Low to High

  Quality ↔️ Basic to Highest

  Service Range ↔️ Narrow to Broad
• Steps to create a market map

  1️⃣ Choose two dimensions

  2️⃣ Identify relevant brands

  3️⃣ Position brands on the map

  4️⃣ Analyze the map for insights
• Why might market maps use different dimensions?

  To fit specific markets
• The health and fitness club market map positions Virgin Active as high price and broad range of services.
• David Lloyd is positioned similarly to Virgin Active in the health and fitness market.
• Which health and fitness club offers a lower price with a broader range of services than David Lloyd?

  Nuffield Health
• Fitness First is criticized for offering a narrow range of services at a relatively high price.
• What are the two largest fitness groups in the UK that focus on low prices and narrow services?

  Pure Gym and The Gym Group
• Market maps can identify potential gaps in the market.
• Market maps are based on objective, quantitative data only.

  False
• What is a major drawback of market mapping?

  Based on judgment
• The absence of a brand in a specific quadrant of a market map does not automatically indicate a business opportunity.