This tool highlights the attributes of our product or brand compared to competitors and therefore also serves to detect possible spaces that are not occupied by any brand or product.
When the position of the competing products and that of the ideal product has been determined, a second phase begins, in which the most interesting positioning alternative is selected.
Once you have all the key data to present, you can proceed to create the graphic map, which consists of:
To create the positioning map you must new zealand telegram data draw two axes (X, Y) on a template, forming a cross. These would be the chosen attributes
Ex: Y= Quality; X= Price
Weakness: Negative aspect of the internal environment.
Threat: Negative aspect of the external environment.
Strengths: Positive aspect of the internal environment.
Opportunities : Positive aspect of the external environment.
Each end of the axis will be assigned a level to properly position each brand or product, that is, + (high) and - (low).
Eg: Y(+), X(+) = High quality, High price
Y(+), X(-) = High quality, Low price
Y(-), X(+) = Low quality, High price
Y(-), X(-) = Low quality, Low price
After organizing the entire map, you position the brands or products in the quadrant that best identifies them.
