Perceptual Maps Simulation

Motorcycle Cruisers is known for creating a stream of customers who are an elite bunch of people and have their own level of desire for motorcycle. The main objective of Motorcycle Cruisers has been to maintain the brand image in the eye of the consumer so that the customers don’t ever feel the image to be diluted. It is the experience that the customer goes through makes the bond special. Company has integrated its supply chain so well that consumers gets to interact directly with the suppliers and get the motorcycle as per his requirements. It creates a long term bond towards the company from the customer side. This is the single most important strategy adopted by Motorcycle Cruisers to create successful relationship marketing with the customer. It makes the customer loyal towards the brand. Marketing personnel’s of the company are very well trained so that they can understand the actual needs and want of the customer, and assure the desired output from the supply side of the company. It is said that the company does not only sell motorcycle but they sell a complete ownership experience. This is possible only because of the employees of the company

BCH Executives have agreed to begin the new touring motorcycle project with larger motors for long distance driving. The proposed target audience suggested for this product would maintain an income up to 100,000 annually. The project completion goal is within five (5) years of the marked beginning date. The company will use the current facilities where the medium-sized manufacturing are created with modification of the equipment and as well as additional staff. With an estimated goal of 100 larger motor motorcycle production at a cost determined by the approved budget, this project will utterly build additional profit for the company.

* 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.

The motorcycle industry is growing annually and sales on CruiseThorr at Thorr Motorcycles are decreasing. This is largely due to its target customers, 35 to 50 yrs old, growing older and no longer being interested in the lifestyle that CruiserThorr symbolizes. Other factors include younger customers, in the age group of 21 to 35 yrs old, preferring low-cost motorcycles as they do not have large disposable incomes. Younger customers do not identify with CruiserThorr's lifestyle image and competitors are eating into CruiserThorr's market share. In order to reduce this trend, the following marketing

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.

1. Using the data in Exhibit 1 and the associated perceptual mapping software, describe the two (or, if applicable, three) dimensions underlying the perceptual maps that you generated. Based on these maps, how do people in this market perceive the Infiniti G20 compared with its competitors?

ErgoClean is positioned in the market to provide a product that differentiates itself from competitors by offering unique ergonomic features. Perceptual positioning maps are used to represent the consumers’ perceptions of brands and products on opposing dimensions. An example of opposing dimensions would be comparing budget versus premium products. Companies use perceptual positioning maps to determine where there are gaps in the market that need to be filled (Dawar & Bagga, 2015). Success of a marketing position strategy depends on the value that customers place on features, not the value that the company places on the features. In order to determine value, the list of benefits offered by different products or companies in the market and how customers perceive these benefits must be compared (D'Aveni, 2007).

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.

1. From the perceptual map, people in this market perceive the Infinity G20 that it has more attractive and successful when compared with competitors.

Diagram above is the strategic group map for our chosen company of jewelry industry, The Poh Kong against other main competitors in Malaysia with the same industry like Habib, Blue Nile, and also Tiffany & Co. Based on the diagram, we found that in terms of products visible in market in Malaysia to compare the visibility they selling in the market. The Tiffany & Co is the first industry company in our country with high visibility in the market. Then, the Poh Kong is the second visibility company in the market, they are lower visible than Tiffany & Co in Malaysia. In addition, the Habib shows that their company is same visibility on upper middle with Poh Kong and low visibility compare with Tiffany & co. Next, the Blue Nile shows lowest visibility

The use of priceless advertising concluded with leather jackets, T- shirts, chaps, boots, caps, helmets and other accessories. Also it conducted Motor Cycle rallies improving its dealer network to broaden its appeal to new customers. Further it improved the motorcycle displays, apparel and other merchandize that cyclist wished to purchase.

The website of Harley Davidson gave us a new concept of Motorcycles! The extension of this website is exceptional. The virtual Customer Service in this website is notorious and extremely helpful. From other motorcycles websites this is one of the most professionals ones where the customer can get a flavor of the company from products up to their businesses profits and others...Harley Davidson publishes material related to all aspects of their motorcycles and provides to their own and the general public good information, expanding their products and other services with local information for countries around the world. Their information and technology, including digital libraries, metadata, authorization and

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.

Customers can make different judgements as regards a brand. Customers put together imagery and the different brand performance to make the judgement (Lane Keller, 2011).