Perceptual Maps Mkt/421

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Perceptual Maps In Marketing
Marsha Christy
University of Phoenix
Stephen Page
January 29, 2011
Perceptual Maps In Marketing
Scenario 1
The motorcycle industry is growing annually and sales on CruiseThorr at Thorr Motorcycles are decreasing. This is largely due to its target customers, 35 to 50 yrs old, growing older and no longer being interested in the lifestyle that CruiserThorr symbolizes. Other factors include younger customers, in the age group of 21 to 35 yrs old, preferring low-cost motorcycles as they do not have large disposable incomes. Younger customers do not identify with CruiserThorr's lifestyle image and competitors are eating into CruiserThorr's market share. In order to reduce this trend, the following marketing plan is recommended. Lifestyle Image

Using a perceptual map to define which attributes are important for consumers, lifestyle image shows to play an important role at Thorr Motorcycle. Lifestyle images is the most powerful attribute as it influences consumers to buy into the image rather than the functional attributes of the motorcycle (Armstrong, G., Kotler, P., 2009) . It gives Thorr Motorcycle's a national identity and allows a subculture to be created. Lifestyle image helps evoke emotional connections between customers and their desires for the specified market. Quality Engineering

A motorcycle can not maintain a high image without quality engineering as it covers almost every aspect of the product. Quality engineering ranks high among Thorr customers. CruiserThorr's positioning is when you buy a Thorr motorcycle you are receiving an elite brand that will last decades. Maintaining Thorr's product differentiation is easily done by providing a product with quality engineering. Services

Services are simple, but time-tested ways of ensuring customer loyalty and keeping dealers and distributors happy (Armstrong, G., Kotler, P., 2009). If the dealers are happy, they are willing to push your product. Dealers are also the person customers see and deal with so ensuring that they receive the knowledge and training is essential in providing excellent service to consumers. Price

Ultimately for many consumers, price drives the purchase decision (Armstrong, G., Kotler, P., 2009). The higher the price the higher the image in many customer minds. Designer name brands come with a price and consumers are well aware of that. With quality engineering, additional services, and a nationally known brand image, Thorr's prices can remain on the higher end of the scale then competitors. However, to keep the younger customers intrigued with Thorr's products, launching a new motorcycle priced for this younger market is recommended. Scenario 2

Perceptual maps reveal CruiserThorr's position in the market has not been helping sales. Changing the current marketing position completely and introducing a new motorcycle geared to a younger market will help revive Thorr's sales. Deciding on its features and price can be evaluated by using additional perceptual maps and customer surveys on Thorr's target market. Price

Introducing a motorcycle called RRoth at an affordable price will entice younger crowds. Keeping the price around $13,000 - $15,000 has shown to be what the younger crowd can afford since they do not have disposable incomes. RRoth's positioning is to be known as the cool, young man's motorcycle that has the same quality engineering as the Daddy bike, CruiserThorr. RRoth can differentiate themselves from competitors by having the best fuel efficient motorcycle on the market. Promotion

Providing giveaway merchandise and sponsoring events like Daytona will help attract the younger crowd in noticing the new RRoth. Promoting this new motorcycle at events that younger crowds attend is essential in getting the news available to the new target market. Offering insurance and protection plans may also help as often times younger markets overlook this important aspect of motorcycle riding.

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