tool summary

Tool Summary 2 - Listen to my video BEFORE trying to do

1. Define Perceptual Mapping and STATE or explain the 4 assumptions – write in your own words - 20%

2. Tell me the steps/procedure – in detail – SO go through each of the steps and explain exactly what is done in each step! – use real world numbers for TVE meaning what level did I tell you we want to achieve? When telling the steps I want how it is done in real world – the things I said over and over – do not tell what we are doing – we do not have time or finances in class to follow the real steps and that is what I a, teaching you. The process and how to interpret data. - 20%

3. Explain your example –You will have 6 different maps and an explanation of each map- If you will look at the slides behind each map you will see the types of things you should explain. Remember when explaining the Grand Map tell me what the primary attributes are for the Cereal data. Tell which product you decided to reposition (this means you look at the map and choose a product that is not preferred and reposition) and explain where your product is and the attributes your target market thinks they have. 60%

1. Grand Map & map with all brands and attributes with vectors drawn to attributes – describe what map shows make sure to look at slides behind each map to explain your maps.

2. Name Axes Map – How did you name? what does it tell me?

3. Name and show clusters – why did you name? what does it show me? Be specific.

4. Brand Preference – what does it say? List order and tell which are preferred which are not?

5. Good & Bad Gaps – show which are good and which are bad how did you identify gaps and why is one good and other bad? Same with spaces.

6. Choose brand and show exact spot to reposition and discuss why you chose that spot– be sure to explain the Must do/Primary attributes and the Secondary/Auxiliary Attributes Should look like MAP 5C