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Last updated 7 Aug 2019
A useful framework for analysing market positioning is a “market (positioning) map”. A market (or positioning) map illustrates the range of “positions” that a product can take in a market based on two dimensions that are important to customers.
Choosing the dimensions for a market positioning map
Some possible dimensions for the axes of a positioning map include:
- Low price v High price
- Basic quality v High quality
- Low volume v High volume
- Necessity v Luxury
- Light v Heavy
- Simple v Complex
- Unhealthy v Healthy
- Low-tech v Hi-tech
Whilst positioning maps are useful conceptual models, care has to be taken when using them in marketing decision-making:
Advantages of positioning maps
- Help spot gaps in the market
- Useful for analysing competitors - where are their products positioned?
- Encourages use of market research
Disadvantages of positioning maps
- Just because there is a “gap” doesn’t mean there is demand for the product
- Not a guarantee of success
- How reliable is the market research that maps the position of existing products based on the chosen dimensions?