placeit_positioning_overview

 

Positioning

Based on customer survey data, positioning analysis represents products along relevant dimensions from the customers’ points of view, and creates a simple-to-read mapping of the competitive landscape, highlighting unique positioning, value propositions, competitive threats, market opportunities, and me-too products.

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Key features

3D interactive positioning

When two dimensions are not enough to capture the full complexity of the competitive landscape, Enginius will display a third dimension. That 3D, interactive map can be rotated, zoomed, and easily manipulated to easily visualize the positioning map.

Map preferences

To be successfully positioned in the market place, it is not enough for a brand to be associated with a distinctive feature or characteristic; that characteristic needs to be valued and conducive to customer preferences and sales as well. When available, Enginius will map customer preferences directly on top of the perceptual data, to easily identify market opportunities and promising niche markets.

Segment preferences on the fly

Customers’ preferences can be all over the place. Enginius will allow you to segment customer preferences, and directly map them in different colors. It can even automatically suggest the optimal number of segments to summarize your data. And if you want to use your own segment solution and labels, Enginius will let you specify it as well.

Case studies

Heineken

Heineken NV. (HNV) is determining how to target the existing beer consumer in Spain while optimizing opportunities to attract new consumers. HNV is considering if its flagship Heineken brand and other brands it housed within the Spanish market

Blackberry

This product positioning case investigates the decisions being made by Research In Motion (RIM) as it considers an extension to the Blackberry smart phone.   It evaluates data gathered from smart phones users (several brands) and the features

ISBM

The ISBM is a non-profit global network of researchers and practitioners headquartered at Pennsylvania State University, largely supported by corporate membership fees. ISBM membership renewal was under pressure in 2008 due the economic downturn, the

Can the Bunny Hop?

This product positioning case explores the challenges facing Nutrine’s managers as they face stiff competition in the crowded gum and mint market. Students are asked to prepare recommendations for management as brand extensions are considered.

ConneCtor PDA (Positioning)

This is one of two cases involving the ConneCtor Personal Digital Assistant (PDA) in the early days of the smart phone market.  Students are asked to evaluate the market perceptions of various hand held devices and determine which attributes are

Infiniti G20

In April 1990, Nissan’s Infiniti division planned to introduce the G20 in the United States, adding a third model to the existing Infiniti line.  Existing sales data as well as survey data is used to gain insight of the perception of the G20 vs

Kirin Beer

Kirin is a robust case involving multiple models.  Kirin (a Japanese beer producer) is faced with expanding US sales where a competitor (Sapporo) outsells them.  Kirin is contemplating introducing new products to boost sales but must determine 1)