- No brand positioning should ever
be done without doing some research first. The reason is simple: it is
likely that where and how you think your brand should be positioned is
quite different from what consumers want, expect, and will accept. Create
a short questionnaire with which you can measure the consumer perceptions
of your product. You might use existing brand positioning questionnaires
as inspiration.
- I think the taste of Doritos is
o Great
o Good
o Average
o Bad
o Terrible
- I think the price for a bag of Doritos
is
o Great
o Good
o Average
o Bad
o Terrible
- I think the overall quality of Doritos
is
o Great
o Good
o Average
o Bad
o Terrible
- I think the amount of flavours Doritos
has to offer is
o Great
o Good
o Average
o Bad
o Terrible
- I think the healthiness of Doritos is
o Great
o Good
o Average
o Bad
o Terrible
- Execute three face to face
interviews with your friends and/or members of your family, based on the
questionnaire you created. Create a positioning map for your product,
based on these interviews.
In the
table below you can see the answers that the three interviewees have given to
my questionnaire. I have rated the answers from 1 being terrible to 5 being
very good.
|
|
Joram
|
Emre
|
Jan
|
|
Question
1
|
4
|
4
|
4
|
|
Question
2
|
5
|
4
|
4
|
|
Question
3
|
4
|
5
|
4
|
|
Question
4
|
5
|
3
|
5
|
|
Question
5
|
1
|
1
|
1
|
for this diagram, I took the averages of the
all of the answers. If I may clarify for the first question the average was
obviously 4, but for the second one the average was 5+4+4/3=4,3. So that 4,3 is
what is added in this diagram.
All of the perceptual maps I could find were
like this, so I tried my hardest to recreate one for Doritos. You can see it
has both good quality and is also relatively cheap. The data was taken from the
average of the table, just like in the previous one, though here I only used
the averages from question 3 (quality) and question 2 (price).
No comments:
Post a Comment