Positioning Presentation , marketing homework help

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Positioning Presentation , marketing homework help

Using the same company you chose for your Week 2 assignment, choose a product or service the company offers on which to focus (I used Boeing and I have attached my paper for reference).

Identify the important attributes for your chosen product and select two key variables for your perceptual map.

Prepare a perceptual map for your chosen product/brand and using a minimum of seven competitors, rank each product/brand on the two variables based on how they are positioned in the consumers’ minds. Additionally, each competitor must have a separate slide explaining a little bit about each firm and something on their positioning. You may use the provided template.

Explain why you placed each competitor on its particular spot on the map, and how you might strengthen your chosen product/brand’s position in the minds of the target market.

Create an 15-slide Microsoft® PowerPoint® presentation with speaker notes including the following:

  • Develop a Summary slide that serves as your introduction and would identify your two perceptual parameters.
  • Explain the target market (be specific and address all four segmentation variables – demographic, geographic, psychographic and behavioral).
  • Identify a Perceptual map. One of the slides will contain a positioning chart. The key to the chart is determination of the proper perceptual parameters. You should choose 2 parameters. Be sure to choose perceptual parameters that make sense and that can be quantified. As you recall from the soap chart, we had moisturizing and deodorant as the two parameters. Stay away from such generic parameters as “high” quality or “low” price. You will have to do some research on this one.
  • Explain the Map placement.
  • Identify your references (as a slide and within the speaker notes, properly cite all references including photo files if used).

Research tip: The Marketline database no longer exists. Use Business Week or The Wall Street Journal.

Use solid sources and provide accurate URL, DOI or ISBN

I found this link to other airplane manufacturers: http://www.bjtonline.com/business-jet-news/the-maj… this may be helpful if the product used is passenger aircraft manufacturers