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Presentation/PPT
27/08/2022
Section One
1. Perceptual Maps
a. Consider your brands product in terms of the attributes that customers value. Select four attributes of importance to customers and draw two perceptual maps (2 attributes on each map. Do not use Price and/ or Quality as attributes. If you do, you will lose all marks for the perceptual maps
b. Identifying between 6-10 indirect and direct competitors and place them on the perceptual maps illustrating where each is positioned relative to the other based on these attributes.
NB: You can use your competitor analysis from Tutorial Assignment three for this exercise but you will need to find additional competitors.
2. Positioning and Differentiation
a. In 250 words or less, explain the position of your company or brand by showing how it is differentiated from each of the competitors you have included above.
Section Two
1. Using appropriate segmentation bases e.g. demographics, geographic, lifestyle, ethnicity, values, opinions and interests (and any others you may wish to use) describe the current target market(s) of your company
2. Using a Market Development approach, i.e. the company wishes to market the same products to new markets, in 250 words or less, complete a profile that describes at least one viable new target market segment your company should pursue.
Make sure you consider whether the size of your chosen target market is large enough to be of benefit to your company and how your company can offer value to the new target market.
Section Three
Using a product development approach, (the company sells a new product or innovated product to the same target market) or a diversification approach (the company sells a new or innovated product to a new target market) discuss the following
How should your company change the product to:
a) better appeal to its existing and new customers, and
b) differentiate itself from its competitors more clearly.
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