Repositioning Brands with the Web-Based Product Positioning Map Graphics Package

Abstract

The Web-based Product Positioning Map (PPM) Version 2.0 graphics package enables competing participant teams to generate product positioning maps for each of their nine strategic business units (SBUs) based on simulation results for each decision period. Participants can selectively generate product positioning maps for competing brands for the current period and brand trajectories for every period, every two periods, or every four periods till the current period. Next, participants use sample VALS2 data to identify potential heavy-user segments and to study their VALS psychographic profiles and purchase motivations. Then, they supplement the psychographic profiles with purchase and media behavior information based on external research, decide whether the target segments are price-, quality- or value-conscious, and reposition their brands relative to competing brands through appropriate marketing strategies. Based on reviewer feedback, an online survey of participants at the end of the Fall 2012 semester revealed that the PPM Version 2.0 Package is easy to use and helpful in identifying the current position of each of their SBUs relative to competitor brands. Participants indicated that the PPM Package adds substantial value to their Strategic Market Planning and Marketing Strategy learning experience.