Thorr Perceptual Map

"Using Perceptual Maps in Marketing" Simulation
Lifestyle image is an important attribute to Thorr Motorcycles, Inc. because it can influence customer to purchase a Cruiser Thorr due to what it represents. The perceptual map is a visual representation of a customer's opinion of the brand. The Lifestyle Image that the Cruiser Thorr represents is freedom, masculinity, and mobility. With the decline of sales, Thorr Motorcycles will need to change the consumer image in order to bring profits to the Cruiser Thorr again. Because marketing is not only selling and advertising organizations must understand how it can affect the product and players in the economic system. The simulation helped to construct and use a perceptual map in order to create
The best decision for the organization was to reposition Cruiser Thorr. The positioning strategy that I chose was to provide financing options and increase services. In providing financing options and increasing services, the organization will open doors for potential customers who may have felt that the Cruiser Thorr was unaffordable. By providing finance options, the organization will attract a younger audience that has already shown interest in the Cruiser Thorr. This option also does not significantly raise expenditures. After deciding to provide financing options and increasing services, I decided not to increase the price of because some customers feel that price is already a concern. An increase would further deter potential customers. Promotions that would be included are to organize parties for Cruiser Thorr owners, offer free test rides, contract celebrity endorsements and provide merchandise giveaways. With the organized parties, we want give an image of belonging. By hiring a celebrity for endorsements, the organization increases their visual imaging by having a name attached to the product. Offering free test rides and merchandise giveaways is another way that the organization can promote the Cruiser Thorr. The places that we will promote the Cruiser Thorr are on Manufacturer's Web Site via the Internet and Dealers. The Internet will allow for a greater opportunity for the product to be seen on a larger scale versus only having showroom viewings. Service promotions that will be added to the marketing plan are customization options and financial services. Working with a budget limit of $13,000, the choices that were picked to create the marketing plan kept the expenditures down to