BU352 Lecture Notes - Lecture 9: Kia Soul, Sports Drink, Marketing Mix
Document Summary
Perceptual maps: perceptual map, sweet taste and light taste, healthy and unhealthy. Urban single men and women between 18 29 years old. Add: using best charging conveyance and best possible design, positioning statement for kia soul. For male and female gen y city dwellers who care about the environment launch strategy: california, oregon, east coast: due to perceptual map: slightly higher price. Positioning with perceptual maps: get judgements of existing brands on those characteristics from the target segment, construct the perceptual map. Identify important characteristics for a product class for the target segment. Usually two dimensions (characteristics) but can be multi-dimensional positioning: the marketing mix: using a variety of elements that differentiates yourself from your customers. Summary: your positioning differentiates you from your competitors in the customers mind.
