SEKOLAH TINGGIP A R I W I S A T AT R I S A K T I

Welcome toMarket Positioning

Rina Suprina M.Hum, Msi, ParIvan Prasetya M.Par[ ]

Market Positioning

Market PositioningPerceptual mapping, a research tool, is sometimes used to measure a brand’s

position.

Market PositioningTwo-by-two perceptual maps provide an easy-to-read picture, but one must often study multiple maps plotting different attributes to obtain a good feel of the marketplace.

Market Positioning

Figure 8-3 Positioning map of service level versus price. From Christopher Lovelock, ServicesMarketing, 1996, p. 178 Prentice Hall, Upper Saddle River, NJ. Used with permission.

On this map is a correlation between service & price.

• plotted on attributes of price & perceived service

• as price goes up, so does service

Market PositioningPerceptual maps can be developed using

consumer perceptions of a number of product attributes.

Market PositioningDev, Morgan, & Shoemaker developed a perceptual

map based on ratings of eight attributes, using a technique known as probabilistic multidimensional

scaling.to derive the coordinates for the map in figure 8–4

Market PositioningThis technique is useful to identify competitive set and to open spaces that can represent an opportunity for repositioning away

from the competition.

Figure 8-4 Positioning map using multiple attributes to position hotels. From Chekitan S. Dev, Michael S. Morgan, and Stowe Shoemaker, “A Positioning Analysis of Hotel Brands,” Cornell Hotel and Restaurant Administration Quarterly 36 (December 1995): 48–55. Courtesy of Cornell Hotel and Restaurant Administration Quarterly. Copyright Cornell University. Used by permission.

Market Positioning

Market PositioningThe circles are drawn around clusters of the hotels not statistically significant distances

from each other. the hotels in the circles can be viewed by the consumer as being similar

Market PositioningThis technique is useful to identify competitive set

and to open spaces that can represent an opportunity for repositioning away from the competition.

Market PositioningIn this type of map the positions are essentially

neutral; one spot on the map does not inherently have to be better or worse than another.

Market PositioningIn this type of map the positions are essentially

neutral; one spot on the map does not inherently have to be better or worse than another.

Market PositioningIncreased competition or an ineffective positioning

strategy can make repositioning necessary.perceptual maps provide data supporting the need for repositioning