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.
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.
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.
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.
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
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