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Positioning Map Template Powerpoint

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Empathy Map template

Transcript: The student doesn't come out of college with the ability to work in many fields of advertising. They graduate with an overview knowledge, that isn't enought to set they on the labor market. The student doesn't feel capable to practice the profession only with what they have learned in class. Depending of the University the teachers have an academic background and not a market approach needs a way to get more prepared for future in her career Mariana, 22 years old, who has just finished graduation in Advertisement and have been working as copywriter in the last 2 years. If you were able to make any direct observations of the person you interviewed in action, here is where you describe what you observed (feel free to delete this once you copy the template) • Having experience is more important than a degree. • She is letting the flow conducts her, at least, at this moment. • As she has just finished graduation she is going to change her behavior, trying to be more professional. because the college didn't provided deep knowledge The problem statement encapsulates the need for the stakeholder you will continue working on for next week During the graduation I have developed a critical thinking which is fundamental for my function. I have developed my skills more from the market labor, than from the university. Despite the course has a practical approach in the last two years, its doesn’t work in the same way. I would be lost now, if I hadn’t been working during my college. The experience is very important in our field, mainly in creative area. I looked for attending a course outside the college to improve my knowledge in the creative area and learn more about the career in Advertising, but all this could have been teached at the college. The university doesn’t help the student to think about their career. It only keeps up the internship, not worrying about the future of the student. I can’t imagine what I will be doing in 5 years time, and it scares me. I’m a very organized person and not having a plan for the future is very worrying. The college doesn't prepare you to be a "Professional advertiser" and to performing all duties that are related to the course. What makes you professional is the labor market. I would like to have left the college more capable to work in another field of Advertising, but I only feel confident to work as a copywriter and in marketing, maybe. The changes that I feel after graduating are that I can’t justify my actions based on the fact that I’m just student. My responsibilities increased, as well as the perceived value of my work. Here is where you add what your interviewee said (feel free to delete this once you copy the template) Makes notes here about all the things that surprised you from the interview, and those that challenged the assumptions you had. Make inferences here about the person's feelings, deriving from the SAY and DO quadrants • She is happy at the moment, but she becomes apprehensive when asked about the future. • She feels that the future can be very different. There isn't a goal defined. • Mariana is a very outgoing person, always in a good mood with their colleagues. • During the day, she often visits their colleagues, to see what they are doing. • She seems to be very focused during the working time. • When she has too much work, she gets more quiet than she used to be. • I didn't see her exchanging information with her supervisor in person. The same doesn't happen with their colleagues copywriters. Make inferences here about the person's thoughts, deriving from the SAY and DO sections Mariana, 22 years old, who has just finished graduation in Advertisement and have been working as copywriter in the last 2 years.

Building the positioning map

Transcript: Bakeries 1º Strongest direct competitor: Philips since we are both located in the optimal quadrant 2º Reasonable advantage against Kitchen Aid & Kenwood in terms of quality. 3º Poor positioning in terms of utility where we are at a great disadvantage against Kitchen Aid and Kenwood while being slightly above Phillips 4º Good positioning, however we must consider improving utility issues since there is a significant gap between our competitors. for your time Interpreting Segments First Steps: Analyze Competitors & Convey Survey Validating segments Fridges Index Dimensions Background Strategy Corporate Business SBUs Product Description Won the German Marketing Prize in 2007 Bakeries Young (26-40) male kitchen aficionados, divorced (or widowed) with kids Male kitchen lovers that are either divorced or widowed aged from 41-65 Married women aged from 18 to 40 NONE Interpreting segments Ovens Bosch’s goal: establish a premium position in every market in which it competes in. Automotive Sector: 57% RMS, 5% MGR Home Appliances Sector: 50% RMS, -11 MGR Survey Results Bosch Group 3 Given those results, the positioning map based on Bosch´s preferred attributes will result in the following: Dynamic Matrix Fridges RMS: 19% MGR: -25% Selecting the segment strategy 1º We can see that for men, there is barely any difference between competitors when looking at those attributes. 2º However, those attributes do not set as apart in the male segment and our advantage its hardly noticeable. 3º Bosch could use some of its efforts in improving both quality and utility awareness of its products for the male segment in order to try and achieve bigger customer base. RMS Dishwashers RMS: 33% MGR: -22% Food Processors Cross out the market niche strategy Unable to do the undifferentiated full market coverage Single segment strategy Objective Positioning for each segment Men Washing Machines RMS: 21% MGR: -22% Objective Positioning for each segment 1º For this particular segment the quality of our product´s outcome it s considered more competitive our competitors 2º In terms of utility its considered to be on the sectors average. 3º Bosch´s processors are useful and offer nearly professional results. We are leading this segment with a good position but gap its really small and our utility could use some more recognition Identifying the segments Introduction We analyzed and looked for our competitor´s product characteristics and compare it to ours. Since costumers feedback was scattered we decided to create new one via survey. Our objective was to determinate which attributes were associated to food processors and how was Bosch´s brand image as well as its peers competitors positioned based on that feedback. Question Mark We also decided to build the positioning map based on the responses of our targeted segments ,so that we can address each issue properly. Market Attractiveness vs. Competitive position RMS MGR In order to interpret correctly the situation in which Bosch can be found and take actions either to prevent possible threats or to boost its sales and profits, we applied the Boston Consulting Group Matrix, which is designed as follow: B.C.G Matrix Objective Positioning for each segment Disaster Introduction Identifying & Validating Segments Selecting segment strategy Positioning Maps: Where do we stand? B.C.G Matrix: Where are our products located? 1st Business or individual 2nd Type of restaurant and fan of cooking or not in individuals 3rd Gender 4th Age 5th Civil Status MGR Positioning Map Cash Generator Building the positioning map Women Food Processor RMS: 16% MGR: 2% B.C.G Matrix: Application Star Microwaves RMS: 6% MGR: 1% Dishwashers 1º Optimal quadrant in terms of quality in our considered core segment while still having room for improvement in utility. 2º Slight advantage against our competitors in terms of quality and average consideration in terms of utility 3º Sector its positioned with nearly no gap in terms of utility and quality therefore an slight margin could be something that set as apart -> Work in utility needed Thank you Where are our products located? Ovens RMS: 25% MGR: -17% Our Marketing Strategy & Findings B.C.G Matrix: Application

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