Perceptual Mapping

Perceptual Mapping

perceptual maps Perceptual maps are a valuable aid to product positioning. These maps use multi­

A product positioning dimensional scaling of perceptions and preferences that portray psychological tool that uses

distance between products and segments, using many dimensions. They contrast mu hidimensional

with conventional maps that use two dimensions to show the physical distance scaling of consumers'

between objects. Physical and psychological maps of die same items can be quite perceptions and

different. Disneyland in California and Disney's Magic Kingdom in Florida are preferences to portray

the psychological thousands of kilometres apart physically, but psychologically close together. distance between

In their simplest form, perceptual maps use two dimensions. For example, products and segments.

Figure 10.3 shows the average ­value /or money and accessibility rating of European holiday destinations. 11 The perceptual map shows that France, Germany and the Netherlands, which are physically close together, are also psychologically close holiday destinations using these two criteria. In contrast,

Perceptual Mapping • 447

Spain and the United Kingdom are psychologically close together, but are physi­ cally distant. France i.s Europe's most popular holiday destination and this map partly shows why; it offers the best value for money among the accessible nations. The lack of destinations in the high value for money and easy access quadrant suggests a chsrches Ic creneau positioning opportunity for new destinations. Hungary and the Czech Republic could fill the hole in the market.

Of course, holiday makers have a more complicated view of destinations Chan the two­dimensional map suggests. And if the map had other dimensions, it would change: for instance, adding weather would certainly separate Spain and the United Kingdom. Multidimensional sealing produces maps that show many dimensions at the same time (Figure 10.4). To read these maps, trace baek the individual dimensions one at a time. For example, the perception is that

Switzerland has good facilities; Germany and Sweden quite good ones; Denmark, the Netherlands and Norway average ones; and the United Kingdom, Spain and Ireland poor facilities. Finland has an extreme position on the map. Prospective travellers see its people &s friendly and hospitable, while the country is a unique and different place with wild areas, beautiful scenery and peace and quiet. More negatively, travellers do not perceive Finland as accessible, or as a place for enter­ tainment, or as a cultural experience.

The perceptual map shows how holidaymakers segment, as well as the possible destinations. A, the largest segment, wants cheap, sunshine holidays and liked Spain. Segment C, who represented 15 per cent of the sample population,

448 • Chapter 10 Positioning

Two­dimensional perceptual maps of

European tourist destinations are a natural target market for Finland. They want peaceful, quiet holidays in

Figure 10.3

places with beautiful scenery. Norway is already successful at marketing these 'hack to nature' ideals as 'natural tourism'. 14 The target group mainly consists of high­income couples or families with one child who organize their holidays them­ selves. They are mainly Dutch, German or Scandinavian, hut half have never visited Finland. To attract this segment the Finnish Tourist Board does not need massively to reposition Finland as a holiday destination. It needs to promote the country us the segment sees it, while reducing the perception that it is an inacces­

sihlc plaee. Promoting luxury car ferries that allow travellers to start their holiday with a relaxing cruise across the Baltic Sea would be one way of doing this. Strangely, Barbados has a similar positioning problem to Finland as a holiday destination. Europeans perceive the Caribbean island as a millionaire's play­

ground that is a long way away. In response, Barbados tries to reposition itself by promoting 'Barbados. It's closer than you think ... A sunshine holiday there can cost as little as one of Europe's premier resorts.' (Marketing Highlight 10.2 gives more advice on how to develop perceptual maps.)

Positioning Strategies

Marketers can follow several positioning .strategies. These strategies use associ­ ations to change consumers' perception of products.

Product attrilmtes position many technical products. The positioning of Ericssons EH237 mobile phone is its Low weight and number $ features, while much of BMW's advertising promotes individual technical items­ like fresh air filters. In the exclusive watch market Breitling. Baume & Mercier and Audemars Piguet's pos­ itioning are on their mechanical movements. Some of their designs leave the mech­ anisms exposed and one ad argues 'Since 1735 there has never been a quartz Rlanepain. And there never will be.'

The benefits they offer or the needs they fill position many products ­ Crest toothpaste reduces cavities. Aim tastes good and Macleans Sensitive relieves the pain of sensitive teeth. In the confectionery industry, Italian Gaci and Ferrero Rocher are gifts, while Mars and Snickers bars satisfy hunger.

Huhtamaki is Finland's largest industrial company but LEAF, its confectionery division, is only ten in size worldwide. It developed competitive advantage in 'functional chewing and bubble gums'. Its

Positioning Strategies • 449

Figure 10.4

Internal property­fitting analysis using PREFMAP

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