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Perceptual Map Notes | PDF | Hamburgers | Brand
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Perceptual Map Notes

The document provides instructions for creating a perceptual map of brands or products in 7 steps: 1) Enter the map title and labels for the horizontal and vertical axes 2) Enter up to 25 brands/products to map 3) Score each brand on the horizontal and vertical attributes on a 1-9 scale 4) Copy the blank perceptual map template 5) Optionally change the circle sizes for each brand 6) Paste the completed map into a document 7) Notes are provided on maintaining formatting when copying the map

Uploaded by

Rajeev EM
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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83 views6 pages

Perceptual Map Notes

The document provides instructions for creating a perceptual map of brands or products in 7 steps: 1) Enter the map title and labels for the horizontal and vertical axes 2) Enter up to 25 brands/products to map 3) Score each brand on the horizontal and vertical attributes on a 1-9 scale 4) Copy the blank perceptual map template 5) Optionally change the circle sizes for each brand 6) Paste the completed map into a document 7) Notes are provided on maintaining formatting when copying the map

Uploaded by

Rajeev EM
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Simply type over the grey cells below to quick

Step 1 Enter the Title of Your Map

Step 2 Enter the two labels for your Horizontal Axis


For the left side of the map
For the right side of the map

Step 3 Enter the two labels for your Vertical Axis


For the bottom of the map
For the top of the map

Please note that you can click on Attribute Ideas in the menu on the ma
Or for more information on Perceptual Maps and/or the Mark

Step 4 Enter the Brands or Products to be Mapped Step 5


Up to a maximum of 25 brands/products

1=
5=
(Some examples provided, simply type over the brands below.) 9=
1 McDonald's
2 Burger King
3 Wendy's
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25

Step 7 When finished entering your data above, simply copy

Perceptual Map of the Fast Food Market in th

Junk Food

Burger King
ells below to quickly and easily create your own Perceptual Map

Perceptual Map of the Fast Food Market in the USA


(This is an example only. Simply type over this map title.)

Junk Food (These are examples only.


Healthy Type in your attributes.)

Limited Choice (These are examples only.


Wide Choice Type in your attributes.)

deas in the menu on the main website to help determine suitable brand/product attributes to use
ptual Maps and/or the Market Segmentation, Targeting and Positioning (STP) process, please visit
All About Perceptual Maps

Score each brand/product for the two attributes Step 6


Use a 1-9 scale, using the following table as a rough guide. Please note that this is an optional ste
Horizontal Attribute Vertical Attribute
Junk Food 1= Limited Choice 1=
Equal mix of both 5= Equal mix of both 2=
Healthy 9= Wide Choice 3=
5.5 7
4 4.5
7 3
data above, simply copy your Perceptual Map below and paste it into your document.

e Fast Food Market in the USA


Wide Choice

To maintain the formating of the ma


when you copy it:

McDonald's 2

3
Healthy

Burger King

Wendy's

Limited Choice
tual Map

attributes to use
cess, please visit

Change the circle sizes


Please note that this is an optional step
Sizes
Small
Medum
Large
3
2
1
2
2
2
3
1
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2
2

your document.

To maintain the formating of the map


when you copy it:

Click on the edge of the map


to highlight it

Select 'copy' from the menu

Go to your document

Select 'paste', then 'paste special'


and choose 'bitmap'.

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