1. Choose 10 branded products in the Tequila.
2. Assign two dimensions about which you want to gather customer data. For example, you may want to discuss the durability and design of Tequila.

 

1. rank the 10 branded products from 1-9 on each dimension.
2. Ask them to rank how much they value each dimension from 1-9.

 Perceptual Map

1. perceptual map using the Perceptual Map Excel Template form Download Perceptual Map Excel Template form to facilitate the process.
2. Plot the average of the rankings of interviewees' perceptions of each product.
3. Using the responses to each customer value response, plot the location of the customers' "sweet spot(s)" on the map.

Step 4:  Value Proposition Canvas

Using the information gleaned from the perceptual map and customer interviews,  proposition canvas for one of the product brands above. Useing the Value Proposition Canvas template I have provided below Value Proposition Canvas template.

Step 5: Interpreting the Tools

1. Be sure to state which brands appear to have the best and worst positioning based on customer perception and preference.
2. State value proposition for the brand you chose in previous steps
3. Organize your essay with meaningful introductory and concluding paragraphs.
4. Be sure to insert your map and canvas into the written document.

Title: Opportunities in the Tequila Market: Unveiling Customer Preferences and Value Propositions

Introduction: The tequila market is a vibrant and competitive industry, attracting a diverse range of consumers with varying preferences. By conducting customer interviews and creating a perceptual map and value proposition canvas, we can gain valuable insights into customer perceptions and preferences. This essay aims to explore potential opportunities that exist within the tequila market based on the analysis of customer data, highlighting the best and worst positioning of certain brands. Furthermore, a value proposition will be developed for one selected brand.

Perceptual Map Analysis: The perceptual map provides a visual representation of customer perceptions and preferences for 10 branded tequila products across two dimensions. By interviewing three customers, their rankings of the products and the value they assign to each dimension are obtained. The average rankings of the interviewees' perceptions of each product are plotted on the map. Additionally, the customers' "sweet spots" are identified based on their responses.

The perceptual map reveals the positioning of the brands in terms of customer perception and preference. Brands that occupy positions closer to the customers' sweet spots indicate a better alignment with their preferences. Conversely, brands located farther away may have weaker positioning.

Opportunities in the Tequila Market: Based on the perceptual map, several potential opportunities can be identified within the tequila market:

1. Premium Quality Focus: Brands positioned closer to the customers' sweet spots on the map indicate a strong preference for premium-quality tequila. This presents an opportunity for brands to emphasize their commitment to craftsmanship, using high-quality ingredients and production processes to cater to this segment of discerning consumers.
2. Innovative Product Offerings: Brands that occupy unique positions on the map, distinct from their competitors, suggest an opportunity for innovation. By introducing new flavors, aging techniques, or packaging designs, companies can differentiate themselves and capture the attention of customers seeking novel tequila experiences.

 

Explanation:

Branding and Storytelling: Customers often form emotional connections with brands that resonate with their values and aspirations. Brands positioned favorably on the map can leverage their perceived image and heritage to develop compelling brand stories, highlighting authenticity, tradition, and cultural significance.

 

Sustainable and Ethical Practices: With increasing consumer awareness and concern for the environment, brands can capitalize on the opportunity to emphasize sustainable and ethical practices. By implementing environmentally friendly production methods, supporting local communities, and ensuring fair trade practices, tequila brands can appeal to customers who prioritize sustainability.

Best and Worst Positioning: Based on customer perception and preference, the brands with the best positioning are those located closest to the customers' sweet spots on the perceptual map. These brands have successfully aligned their product attributes with customer preferences, gaining a competitive advantage. Conversely, brands positioned farther away may have the worst positioning, indicating a disconnect between their offerings and customer expectations.

Value Proposition for the Selected Brand: For the selected brand, the value proposition should capitalize on its unique positioning and customer preferences. With a focus on premium quality tequila, the value proposition could emphasize its artisanal production methods, using only the finest agave plants and employing traditional distillation techniques. Highlighting the brand's rich heritage, could emphasize its commitment to preserving the tequila-making traditions while delivering an exceptional and authentic experience. Furthermore, the value proposition could showcase the brand's dedication to sustainability, ensuring that every sip is not only enjoyable but also contributes to a better future.

Conclusion: The tequila market offers numerous opportunities for brands to excel by aligning their products with customer preferences. By analyzing the perceptual map and customer interviews, we can identify potential areas for growth and development. Brands that focus on premium quality, innovation, storytelling, and sustainability can position themselves favorably in the market. By leveraging these opportunities and crafting a strong value proposition, tequila

 

 

 

Step 2	Enter the two labels for your Horizontal Axis
	For the left side of the map		High Cost
	For the right side of the map		Reasonably price
Step 3	Enter the two labels for your Vertical Axis
	For the bottom of the map		Premium Quality
	For the top of the map		Low Quality
Please note that you can click on Attribute Ideas in the menu on the main website to help determine suitable brand/product attributes to use
	Or for more information on Perceptual Maps and/or the Market Segmentation, Targeting and Positioning (STP) process, please visit
			All About Perceptual Maps
Step 4	Enter the Brands or Products to be Mapped	Step 5	Score each brand/product for the two attributes			Step 6	Change the circle sizes
	Up to a maximum of 25 brands/products		Use a 1-9 scale, using the following table as a rough guide.			Please note that this is an optional step
			Horizontal Attribute		Vertical Attribute		Sizes
		1 =	High Cost	1 =	Premium Quality	1 =	Small
		5 =	Equal mix of both	5 =	Equal mix of both	2 =	Medum
	(Some examples provided, simply type over the brands below.)	9 =	Reasonably price	9 =	Low Quality	3 =	Large
1	Don Julio
2	Patron
3	Jose Cuervo
4	Espolon
5	Herradua
6	Ocho
7	El Jimador
8	Olmeca Altos
9	Arette
10	Calle 23

Value Proposition Canvas Product Benefits Features Company: Product: Ideal customer: Experience Customer Wants Needs Substitutes Fears Based on the work of Steve Blank, Clayton Christensen, Seth Godin, Yves Pigneur and Alex Osterwalder. Released under creative commons license to encourage adaption and iteration. No rights asserted.