Positioning Mapping 1.1.3
Positioning map - is used to place products in a range of positions in the market based on two significant qualities that customers feel are important when looking for the best product in contrast with other products in the market. Competitive advantage - an advantage over competitors gained by offering consumers greater value either by means of low price or by providing greater benefits and services that justifies high prices. Possible properties of products customers may be interested in - low price / high price - basic quality / high quality - ethical / not very ethical - high reputation / low reputation - light / heavy Whilst positioning maps are useful conceptual models, care has to be taken when using them in marketing decision making. ADVANTAGES OF POSITIONING MAPS ☆ help spot gaps in the market that a business could potentially fill ☆ useful for analysing competitors to see who is your main competition and whether there is a need for product differentiati...