PERCEPTUAL

MAPPING
DEFINITION
Perceptual mapping is a graphics technique
used by asset marketers that attempts to
visually display the perceptions of
customers or potential customers.
Typically the position of a product, product
line, brand, or company is displayed
relative to their competition.
WHAT IS PERCEPTUAL MAPPING ?
Marketing research technique in which consumer's
views about a product are traced or plotted
(mapped) on a chart. Respondents are asked
questions about their experience with the product in
terms of its performance, packaging, price, size, etc.
Theses qualitative answers are transferred to a chart
(called a perceptual map) using a suitable scale (such
as the Likert scale), and the results are employed in
improving the product or in developing a new one.
PERCEPTUAL
MAPPING/POSITIONING MAP
Perceptual mapping is also called positioning
map which helps you to develop a marketing
positioning strategy for you product or services.

perceptual maps or positioning maps as they are
sometimes referred to, are often used to help the
organization identify a positioning strategy.
PLOTTING OF PERCEPTUAL MAP
When plotting a perceptual map two
dimensions are commonly used. Any more
is a challenge to draw and confusing to
interpret

Below is a very basic perceptual map
If we plot the UK chocolate market we can
identify those brands which are high price and
high quality. Belgium chocolates are plotted as
high quality and high price, and twix is plotted
one low quality low price brand. Once
completed the perceptual map could help
identify where an organization could launch a
new brand perhaps at the medium price and
quality range.
CATALOGE MARKETING
Direct selling method in which merchandise
from several vendors, or several items from
the same vendor, are presented to
prospective buyers via mail or internet.
Catalog marketing is merchandising of
products through catalog sales.
The domain of huge general merchandise
retailers, such as Sears, Roebuck & Company or
Spiegel, catalog marketing has become a field
with thousands of specialty books. Both
consumers and businesses can buy just about
anything they need from a catalog.
Leading categories include women's apparel,
home, gifts and collectibles, electronics, and
men's apparel
Many catalog marketers are exploring channels
other than mail to reach their customers.
Catalogs can be found at book stores, magazine
stands, specialty shops, and trade shows, and on
the Internet.
The major source of growth for the catalog
marketing industry is expected to come from the
Internet where experienced catalog marketers
as well as traditional retailers are experimenting
with on-line catalogs.
THANK YOU