Expert answer:Explain why you placed each competitor on its part

Answer & Explanation:Positioning PresentationUsing the same company you chose for your Week 2 assignment, choose a product or service the company offers on which to focus.  **** Apple Co. ****Identify the important attributes for your chosen product and select two key variables for your perceptual map.  Prepare a perceptual map for your chosen product/brand and using a minimum of seven competitors, rank each product/brand on the two variables based on how they are positioned in the consumers’ minds. Explain why you placed each competitor on its particular spot on the map, and how you might strengthen your chosen product/brand’s position in the minds of the target market. Create an 8- to 10-slide Microsoft® PowerPoint® presentation with notes including the following:Summary slideTarget market (be specific and address all four segmentation variables – demographic, geographic, psychographic and behavioral)Perceptual mapMap placement explanationsReferencesIf you have any questions feel free to message me and ask.  Attached is the template of the power point for this assignment.mkt421_wk3_perceptual_map_template2__1_.ppt
mkt421_wk3_perceptual_map_template2__1_.ppt

Unformatted Attachment Preview

Perceptual Map for [Product]
Positioning for [product]
[Name]
Positioning Presentation
MKT/421 WKe
Faculty: [Name]
5/6/2019
Name
1
Perceptual Map for [Product]
Introduction
• Presentations need the same document elements as a paper,
including an introduction, conclusion, and header elements.
• Tips for preparing a good introduction
• Capture your audience’s attention with a “hook.”
• Indicate what the presentation is about.
• Explain how you will approach the topic.
• Refer to the 5-paragraph tutorial from Writing Wizards in the
Tutorials & Guides section of the Center for Writing Excellence
for more information about writing introductions.
5/6/2019
Name
2
Perceptual Map for [Product]
Definitions
• Use this section to define the basic concepts you will cover in
the presentation to lay a foundation that will support your
analysis and recommendations. Key sources include:
• Chapter 9 of Kerin, Roger A., Hartley, Steven W., & Rudelius, W.
(2015). Marketing, 12th ed. McGraw-Hill Education. New York:
NY.
• Key concepts to explore
• Positioning
• Competitive analysis
• SWOT analysis
• Perceptual mapping
• Make sure you cite your sources on your slides and in the
Speaker’s Notes
• Meet academic standards
• Enhance the credibility of your analysis and recommendations
5/6/2019
Name
3
Perceptual Map for [Product]
Perceptual mapping
• Define perceptual mapping.
• Explain the process of perceptual mapping.
• Explain how you will apply this process to create the
perceptual map for your product.
• Identify the two product attributes you will use to compare
competing products.
• Explain why you selected those attributes.
• List the key competitors in the product category.
• Allocate scores for each product using the attributes you
selected.
• Cite your sources.
5/6/2019
Name
4
Perceptual Map for [Product]
[EXAMPLE: DELETE THIS SLIDE]
Perceptual map to reposition Milk Chug for adults
Jim Beam
Latte
Red Bull
Age: Child or Adult
Nestea
Milk Chug
Muscle Milk
XYZ OJ
Instructions:
Using the “Text Box”
icon, place the name of
each product where
customers perceive it in
comparison to others
V8
Hershey’s
Nesquik
Kool Aid
Nutrition: Low to high
(Kerin, Hartley, & Rudelius, 2015, pg. 241-242; Dawar & Bagga, 2015)
5/6/2019
Name
5
Perceptual Map for [Product]
Attribute 1
Perceptual map for [product]
Attribute 2
5/6/2019
Name
6
Perceptual Map for [Product]
Analysis
• Explain the placement of each competitor.
• Based on your analysis, make recommendations for
positioning your product using one of the approaches
explained in Chapter 9 of Kerrin, Hartley, & Rudelius (2015).
• Head-to-head
• Differentiation
• From your analysis, what is the positioning statement that
emerges?
• Tips:
• Kerrin, Hartley, & Rudelius (2015), pg. 242 includes a sample
analysis and perceptual map that positions a chocolate milk
product for adults. Use this as a model for the analysis of your
product.
5/6/2019
Name
7
Perceptual Map for [Product]
Conclusion
• Consider the conclusion like the closing argument in a jury
trial.
• Summarize key concepts as “proof” to support your analysis
and recommendations.
• Summarize what you have intended to communicate in the
presentation.
• Leave the audience with a final thought or challenge.
5/6/2019
Name
8
Perceptual Map for [Product]
References cited
• Use at least 3 references to course material to support your
marketing concepts and recommendations. The assignment
provides two:
• Dawar, N., & Bagga, C. K. (2015). A Better Way to Map Brand
Strategy. Harvard Business Review, 93(6), 90-97.
• Kerin, Roger A., Hartley, Steven W., & Rudelius, W. (2015).
Marketing, 12th ed. McGraw-Hill Education. New York: NY.
• Cite the sources you used to get information about the products
you selected. Possible sources include:
• Company website
• SWOT database in the library
• For the purposes of this and other assignments in the course,
your client (me) requires that you develop your deliverables
using APA style and attributions
• Your organizations and clients will likely have their own styles
they require you to use; so, get in the habit of learning and
applying specific styles for each situation.
5/6/2019
Name
9
Perceptual Map for [Product]
Presentation tips
• When you finish your slides, record your presentation using the
“Record Slide Show” feature under the “Slide Show” tab.
• Record your slide show in PowerPoint>
• Include your presentation script in the Speaker’s Notes for each
slide.
• To edit the Master Slide elements:
• View > Master View > Slide Master
• Edit the name, title, and background elements as necessary.
• You’re welcome to apply your own creative flare to the slides;
but, focus on the content and substance.
• don’t waste too much time on fluff
• Always design within the Microsoft framework; if you find yourself
doing things manually, you’re likely doing things wrong
• Make sure you delete the instructions.
5/6/2019
Name
10
…
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