Description

Exercise 2 – Perceptual Map & Positioning Statement

Review Chapter 2 of your textbook for this exercise. You are working for Grays Cookie, which provides low fat cookies and is new to the market. You are responsible for creating a perceptual map and positioning statement. To complete this exercise, you will fill out the attached Word document and upload it.

To create the perceptual map, select the two variables (i.e. low calorie/high calorie, low cost/high cost, youthful/mature), that are most important to the consumer and place one on the X-axis and the other on the Y-axis. Then, graph the high and low of one variable on the Y-axis against the high and low of another variable on the X-axis, each competitor can be plotted on the graph relative to the perception of the consumer.

Next, create a brand positioning statement using the template attached. View the example that is also attached for guidance.