Perceptual Maps

Allstate has taken a qualitative approach to developing marketing strategies aimed at the non-traditional market. Qualitative measures are targeted at finding out what customers think or feel about certain products or brand names. In past years to gain market share in the motorcycle industry, Allstate developed “Allstate Garage”. (Crepeau, 2008) This fun interactive website employed the qualitative approach of visualization to allow users to customize their own motorcycle by choosing different models, styles & accessories. Within the customization process, Allstate would indirectly emphasize perks about their insurance policy options. This visualization measure also provided apps for planning scenic rides and safety tips for motorcyclists.

As the world grows more socially responsible, there has been a shift towards eco-friendly transportation, such as electric cars or commuter bikes. Taking advantage of this growing segment, our marketing department has decided to move forward with an innovative commuter bike, entering markets in urban areas with high commuting populations. In doing so, we hope to gain the most we can from data and feedback while minimizing cost, time consumption, and competition. In this stage of the new product development process, the shift from product development to test marketing is extremely important. This step requires large amounts of time, money, and analysis, which is why it is essential to weigh the advantages versus the disadvantages.

The quality of engineering and the safety are other essential points that the marketing plan should include. These parameters are important for both age groups. Having certain extra safety features on the motorcycles can contribute to the need of the younger buyers. Because there funds are low there has to be consideration toward what is affordable. There are possibilities that parents might help to purchase. Within seeing the extra safety features on the car. Quality of engineering is important to the life of the motorcycle. Indeed this will assure the long lifespan and the quality put into all products sold by this organization.

* Publicize the motorcycle by promoting it in Hollywood films that could portray the cool, fee lifestyle of owning the motorcycle would be which is important to the brand

Thorr has decided to launch RRoth. $12,649,000 is spent out of allotted $13 million dollars for the marketing plan. Keeping the young people and their salary range in mind, new motorcycle will be priced between $13000 and $15000. Wide range of promotional techniques will be used including sponsoring mega events like Daytona and getting celebrity endorsements. It also included insurance facility, protection offerings, and featuring of RRoth in Hollywood movies. Movies were specially focused because of young target audience. Dealers will sell the motorcycle all over the country. Official website will give complete information about the product including financing options. Planned services include customization options, club memberships and dealer training program. Financing option will ensure the customer from lower income group. Thorr is performing much better after the implementation of all the recommendations. Now, young people are opting for the new product enhancing company’s market position as well as sales.

According to the RRoth data, lifestyle image, cool, price, and quality engineering were at the top of importance to the younger target market. The RRoth was also a status symbol among the younger target market and was assigned a 7 on the perceptual map. Introducing the new RRoth helped lower the usage cost of owning a motocycle and was seen positively by consumers giving the price data a number of 8 on the map. Maintaining a coolness to the bike was important enough to score an 8 on the perceptual map as younger customers found this to be important to them. Quality of engineering was assigned an 7 as introducing a fuel efficient model was exactly what the younger crowd was looking for.

The marketing plan was implemented a year ago. It is time to determine if the plans have or have not been a success. Consumer perceptions of the Cruiser Thorr, and the RRoth have been surveyed. A perceptual map will show whether or not the marketing activities have been a success. The marketing manager has to interpret market research to plot brand attributes of Cruiser Thorr. In addition, attributes relevant to the RRoth need to be chosen and interpreted to create RRoth’s perceptual map.

Visual representations are understood through visual perceptual skills, which is the ability to interpret the information and construct meaning out if it (Advanced Vision Therapy Center, n.d.). In Ancient Greece, only elites could afford art, therefore Greek visual representations portrayed the elites’ ideology. It is a cycle of reinforcement where social and cultural values were represented through art works that played a major role in Greeks’ everyday life. The constant appearance of these values in each Greeks’ visual perception creates a reflection that further strengthens such values. One of the major sociocultural values was the enforcement of gender roles where women were inferior and dangerous to men due to their sexuality. A

The promotional strategies that I chose included sponsoring events such as Daytona, offer free test rides, hire celebrity’s for endorsements, and publicize through Hollywood films. Sponsoring events would show a dedication by the company to support related sports that consumers can relate to. Celebrity endorsements offer the company a graphic image by having a relatable name fastened to the product. Offering free test rides provides a connection between the consumer and the product. It bonds the two together and allows the consumer to “feel the thunder”. The places that the business will market the Cruiser Thorr are on Manufacturer's Web Site via the Internet and various sellers. The World Wide Web will allow for a better chance for the product to be noticed on a broader level versus only having showroom viewings. Service promotions that will be added to the advertising chart are customization alternatives and financial services. Adhering to a financial plan with a limit of $13,000, the options that I chose kept the expenditures to $12,612. The final simulation included interpreting the market research findings. This would allow me to plot Cruiser Thorr's brand attributes on a perceptual map. I gave Lifestyle Image a rating of ten because it is what the customers appreciate most about the product. I gave Quality Engineering an eight because a large majority of the surveyed consumers indicated that Cruiser Thorr's engine build was stronger than the

Browne (2010) situates her argument of the racialization of surveillance by focusing on how surveillance technologies place emphasis on classification of the visual aspects of one’s identity. She draws heavily from Paul Gilroy’s (2000) concept of “Epidermal thinking” – a concept referring to the modern discourse of visual judgements and how they can racialize practices in society. The concept of otherness is important to epidermal thinking, as prototypical whiteness and the ‘Other’ are examples of how skin is categorized through visual judgements. Such visual judgements translate to surveillance in terms of controlling the freedom and mobility of individuals by means of profiling those with bodies that deem them “out-of-place” (Browne 2010).

The purpose of this document is to illustrate the information contained within the Perceptual Map Marketing simulation and relate to it 's information as practical and important. Contained in the simulation were three phases, each of significant importance. We will include in this document the situation, the recommended solutions and the results. We will discuss the multiple marketing aspects that were revealed within the simulation and we will attempt to create satisfactory responses to the various questions which arise out of the relationships between differentiation and positioning of products or services and what the impact of the product life cycle on marketing is. It is the hope that after reading this document there will be a clear

According to perceptual maps, the BMW, Honda, and SAAB cars are the main competitors. This is because their positions are close to the Infinity G20 in the map. Individuals view Infinity G20 as a brand for success. Moreover, they think that it’s more attractive as compared to its competitors. However, the BMW is the most prestigious and most quite, according to the perceptual map. SAAB is the most roomy and most quite car, according to the perceptual map. Also in Exhibit 1, most of the respondents perceive BMW as more prestigious than the infinity G20 in the market.

Everyday our brain receive a big number of information from the environment around us. Eyes and other sense organs, collects sensory inputs and transmits them to the brain. What is happening next? The answer can be found in a process known as perception. But what is it exactly? Perception is “the mental activity of interpreting the impressions received through the senses of sight, hearing, tasting, feeling and smelling” (MacMillan and Powell, 1973). In other words, it is a process of taking information about the environment and giving it meaning. How the brain attaches meaning to the sensory information? The understanding of the mechanisms of this process was discussed widely among philosophers in the past, but because of its complexity it is still a popular topic in contemporary psychology. One of the most popular issue is visual perception. Some people say that vision is our most dominant sense. Without direct contact, “from the light that enters our eyes to the complex cognitive processes that follow, we derive most of our information about what things are, where they are, and how they move from our vision” (Wade, Swanson 2013). The process of seeing is directly connected with our brain by a light-sensitive membrane in the back of the eye, called the retina. The lens of the eye focuses light on the layer of cells in retina, subsequently light is converted into neuronal signals, processed and sent to the primary and secondary visual cortex of the brain. However, the image

Perceptual mapping graph is useful to find out strength and weakness compare to other company product. Also, it helps to recognize the competitive advantage for the product. Moreover, it finds the market opportunity. It shows the empty space where brand or product has opportunities to improve their product quality and retain or gain competitive advantage.

The vision was developed with the strategic intent to understand the rival’s current strategy, products offering, their market positioning, their objectives, their resources and capabilities, and assumptions industry.