Based on customer survey data, positioning analysis represents products along relevant dimensions from the customers’ points of view, and creates a simple-to-read mapping of the competitive landscape, highlighting unique positioning, value propositions, competitive threats, market opportunities, and me-too products.
When two dimensions are not enough to capture the full complexity of the competitive landscape, Enginius will display a third dimension. That 3D, interactive map can be rotated, zoomed, and easily manipulated to easily visualize the positioning map.
To be successfully positioned in the market place, it is not enough for a brand to be associated with a distinctive feature or characteristic; that characteristic needs to be valued and conducive to customer preferences and sales as well. When available, Enginius will map customer preferences directly on top of the perceptual data, to easily identify market opportunities and promising niche markets.
Customers’ preferences can be all over the place. Enginius will allow you to segment customer preferences, and directly map them in different colors. It can even automatically suggest the optimal number of segments to summarize your data. And if you want to use your own segment solution and labels, Enginius will let you specify it as well.
Kirin is a robust case involving multiple models. Kirin (a Japanese beer producer) is faced with expanding US sales where a competitor (Sapporo) outsells them. Kirin is contemplating introducing new products to boost sales but must determine 1) the target markets and 2) the product attributes that will appeal to each market segment.
Infiniti G20 (positioning) Try it! In April 1990, Nissan’s Infiniti division planned to introduce the G20 in the United States, adding a third model to
ConneCtor PDA (positioning) Try it! This is one of two cases involving the ConneCtor Personal Digital Assistant (PDA) in the early days of the smart
Can the Bunny Hop? (positioning) Try it! This product positioning case explores the challenges facing Nutrine’s managers as they face stiff competition in the crowded
ISBM (segmentation, positioning) Try it! The ISBM is a non-profit global network of researchers and practitioners headquartered at Pennsylvania State University, largely supported by corporate
Blackberry (positioning) Try it! This product positioning case investigates the decisions being made by Research In Motion (RIM) as it considers an extension to the
Heineken (positioning) Try it! Heineken NV. (HNV) is determining how to target the existing beer consumer in Spain while optimizing opportunities to attract new consumers.
