Perceptual mapping is often an effective tool when there is a limited array of differences between competing brands. We often find this in products sold by supermarkets, for example. Your task for this mini project is to construct a perceptual map for a choice of brands for one product category within a supermarket setting.

You may choose from the following product categories or another product category of your instructor’s choosing:

a. paper towels

b. milk

c. laundry detergent

d. canned vegetables In many ways, these products are relatively “generic,”

which means that very precise positioning is required to generate and hold market share. To get the information to construct a perceptual map, you will need to visit a supermarket or review a supermarket’s offerings online to identify how the products are differentiated from each other within their product category.

When you construct your perceptual map, you may need to think about different attributes that consumers use to make their purchase decision. You may need to construct multiple perceptual maps before you find one that is most effective in demonstrating the marketplace.

Once you have settled on your final perceptual map, identify any potential gaps for new entrants, and highlight which brands are well positioned and which brands potentially need to be repositioned.