Market Mapping

 Dito is nagkakaroon ng idea yung mga entrepreneur about sa competitors

nila. By the use of plot or graphs, entrepreneurs will be able to identify various

information about their business rivals such as revenue, growth rate, industry

sectors. Sa madaling sabi, ginagamit ‘to ng mga entrepreneurs para

makapag-strategize when competing against their competitors.

Some dimensions na pwedeng magamit for market mapping:

High Price Low Price

High Quality Low Quality

Healthy Unhealthy

Necessity Luxury

Simple Complex
Example: (cttro: https://sopro.io/resources/blog/what-is-market-mapping-for-sales-

prospecting/ and https://study.com/academy/lesson/perceptual-mapping-in-

marketing-definition-techniques-examples.html )
 Instructions:

Suppose an entrepreneur wishes to map perfume products based on two (2)

variables or dimensions, namely price for the x-axis (horizontal axis) and quality

for the y-axis (vertical axis).

In ranking the products, those with positive scores are of high price/quality, those

with 0 scores are neutral products (neither high nor low price/quality), and those

with negative values are of low price/quality. The magnitude of the score

determines the ranking (for example, in price, 3 is the highest, while -3 is the

lowest).

Given:

X axis (table 1) – price ,Y axis (table 2) – Quality

Step 1: The chosen dimension for the x-axis is the price.

Step 2: The chosen dimension for the y-axis is quality.

Step 3: The gathered data are as follows:

 PRICE and QUALITY (respectively)

SCORE

C 3 (Highest)

G 2

D 1

E 0

B -1

F -2

H -3

A -4 (lowest)

SCORE

C 4 (Highest)

G 3

H 2

E 1

F 0

A -1

D -2

B -3 (Lowest)

Step 4: Data ranking

Product Position

A (-4, -1)

B (-1, -3)

C (3, 4)

D (1, -2)

E (0, 1)

F (-2, 0)

G (2, 3)

H (-3, 2)

Step 5: Map the data on x-y plane.

Points to ponder:

 Ginagawa ang market mapping for the main reason that this gives a clear

overview sa kung gaano ka-relevant or irrelevant and isang competitor.

 Nagiging isa rin sa purpose ng market mapping is to identify the gaps na hindi

napupunan ng competitors.

 Kapag na-identify na kung ano yung posibleng mga gaps, posible kang

magkaroon ng clear visualization or pwede ka ring bumuo or mag-market ng

product na posibleng magpuna sa gaps na hindi napupunan ng mga

kakompitensya mo.

 Maganda or desirable na gawin ang market mapping if you want to identify

yung threats sa mga competitors and use it to your advantage.

Value Proposition

 Parte ‘to ng marketing strategy ng isang enterprise. Parang sinasabi rito sa

value proposition kung ano ba ‘yong kaya mong ibigay sa mga consumers

mo.

 This is a good way to encourage consumers to avail your products/services.

 Using value propositions, maipakikita mo sa consumers or potential

customers mo kung ano ba’ng katangki-tangkilik sa produkto o serbisyo na

inaalok mo.

Unique selling propositions

 This answers the question “what makes this product different than its

competitors?”

 Dito naman nakikita ng customers kung bakit product o bakit service mo ang

dapat nilang tangkilikin.

 Entrepreneurs may use unique selling proportions para i-promote yung

advantages nila sa kanilang competitors.

3 Tips on how the entrepreneur can uncover his/her product/service's

unique selling proposition

1. Always emphatize with the customers. With this in mind, dapat

mapunan at matugunan mo yung pangangailangan, kagustuhan, at

choices ng mga consumers.

2. Know what motivates the customers’ behavior and buying decisions – Sa

part naman na ‘to, kailangan mong malaman kung ano ba yung

factors na nakaaapekto sa iyong consumers with regards sa pagbili o

pag-avail ng iyong products and/or services.

3. Have an idea about the competitor's product/service, but focus on your

product/service more. As much as you would like to maintain

competitiveness by observing your competitors, siyempre dapat mas

pagtuunan mo ng pansin yung sarili mong produkto o serbisyo. Sa

madaling salita, it is okay to know about your competitors as long as

you have full awareness sa estado ng product mo.