Please keep in mind that we are mapping the perceptions of consumers or a specific target marketnot the actual reality of the market. For further information on positioning and perceptual maps, you should visit the Market Segmentation Study Guide.
This has been done deliberately to demonstrate how the positioning of firms and brands can be constructed using different product attributes on the perceptual map. Main positioning approaches of the leading smartphone brands in the Chinese market Leading global smartphone brands offer distinguished hardware and interface design as well as strong features.
In the first three perceptual maps, the major fast food chains in the USA market have been mapped. A perceptual map for quick serve fast food restaurants in the USA, using value and occasion.
However, despite the increasing shipment number, many consumers remain doubtful about these two Chinese companies as credible smartphone brands. Both brands used to produce quality white-label products for other smartphone vendors.
As you can see the most of major chains are presented, across six different product attributes in the three different maps. Please note that you can further review the concept of competitive sets here. Former music player maker Meizu adopts a similar business model.
By doing so, Xiaomi extends its brand influence, and more importantly it interprets its brand value, which its audience can relate to and echo with.
A good example would be Asus. The Blake Project Can Help: Perceptual Map of cold beverage competitors Perceptual map showing product category competitors placed in related sets Perceptual Map highlighting direct competitors Perceptual Maps for the Fast Food Market Please note that you can click on any map to enlarge it for better viewing.
The Mobile World Congress MWC held in Barcelona in February unveiled a series of new technologies and brought us a step further into the digital world.
The second approach second map below is used by larger brands looking to push a competitor out of the market space. Perceptual Maps are useful for four key reasons: Click to read the updated article. Many of these maps are discussed further elsewhere on this website, including the competitive sets section.
Xiaomi phones are exclusively sold online; this enabled the brand to sell at a highly affordable price for this specific group of audience who are most likely to be younger users.
The medium-low end market, where global leaders such as Apple and Samsung fall short, has great potential for brands to explore. In the following maps, you can see how effectively repositioning can be visually demonstrated. Plus, being relatively new to the smartphone market with room to improve in product quality, Xiaomi and Meizu still need to work on building higher brand esteem and knowledge.
These consumers are constantly tweaking their phones for richer features and the newest experience. Globally, Huawei is set to enhance its brand esteem by launching premium devices.
Perceptual map with clear market gaps opportunities Example of crowding a competitor with multiple brands Example Perceptual Map Highlighting Me-too Positioning One of the strategic options for positioning, especially for smaller brands, is to adopt a me-too positioning.
ZTE is elevating its brand by putting extra effort in product design. If a brand has a competitive advantage on an attribute that is not salient, marketers can educate their customers as to why it is important and show them why they should care about this attribute. First announced inXiaomi released its 2nd generation smartphone Mi2 last August.
You will notice that there are three different perceptual maps presented across four different markets. Chinese brands need to be even more innovative and differentiating in order to match to the big names. It is worth mentioning that these two brands have both created English websites and forums for online brand presence and generated discussions around their devices and ROMs.
You should note how the competitors have a different positioning as new attributes are introduced in each map A perceptual map for quick serve fast food restaurants in the USA, using choice and locations.
Naturally, we believe Meizu is more targeted towards young females who value a pleasant visual and a great user experience. Thanks to its strong foothold in the PC territory, Lenovo is able to leverage its high brand esteem and knowledge while establishing a successful distribution network all over the country.
Assembling modules and parts into smartphones has become a profitable business. Other than its usual products, Xiaomi has developed a line of periphery products from moppets to T-shirts that centers on the brand mascot Mi-bunny or Lei Feng bunny.Perceptual Maps for Marketing.
Welcome. Making Maps Easy; Which Perceptual Map Template Should I Use? Example Perceptual Maps. A Perceptual Map of Mobile Phones, using Choice and Leadership.
A Perceptual Map of Mobile Phones, using Usage and Excitement. Mapping Your Competitive Position. I found five clusters of mobile phones (see the exhibit “Mapping the Cell Phone Market”).
A map that. Perceptual Map for Smartphone (Apple/Android) Introduction I’ve selected the smartphone industry and how Verizon Wireless position these devices to the market; particular focus around apple and android based operating systems.
I will provide a perceptual map of the two operating systems in comparison to other smartphone devices in the industry 96%(28). Attribute Based Perceptual Mapping of Prepaid Mobile Cellular Operators: An Empirical Investigation Among Management telecommunication industry is the ease of imitation of products and services in the industry.
This trend perceptual map using attribute based perceptual. 3B 3 Market Segmentation: Perceptual Map of Smartphone Market Background: Your Role You are the head of marketing for U.S. operations at Finnish communications and mobile telephone. Market Players **Source – IDC Worldwide Quarterly Mobile Phone Tracker as on August 4, Rank Vendor Market Share 1 Apple % 2 Samsung % 3 Nokia % 4 RIM % 5 HTC % Others % Total %.Download