Choose TWO product categories (e.g. ice cream). Explain what is positioning? Plot TWO perceptual maps using the positioning bases outlined in the textbook. Each perceptual map should have at least FIVE different brands on it. Based on the two perceptual maps, how do marketers formulate strategies to position their brands competitively in the market? Why do you think positioning is important? What suggestion would you have for brands who in your opinion is weaker in the market?
The textbook is Principles of Marketing by Lamb, Hair and McDaniel