Simulation Perceptual Maps in Marketing Name: Institution: Simulation Perceptual Maps in Marketing To position products in increasingly crowded markets, marketing managers must understand the dimensions through which customers perceive products or services, and the firms offering relative to competitive offerings (Garry et al., 2007)…
Thorr Motors for example has used these maps to design a marketing plan for their high brand. Scholar Clemente defines these maps as processes through which the perception of consumers on an existing commodity are charted. I will attempt to discuss the three simulation phases, and recommended solutions and results. Phase I: this involves perceptual mapping. The situation here is decrease in sales due to brand image. This is so because the Cruiser Thorr’s target consumers were aging and their tastes had begun to outgrow the lifestyle that Cruiser Thorr symbolizes. In addition to this issue, youthful customers had more interest in lower priced motorcycles due to their lower personal disposable incomes. Maps that were perceptual were used to position Cruiser Thorr’s position in the market in terms of consumer perceptions. The parameters for mapping included price, services offered, lifestyle image and quality engineering. Since the Cruiser Thorr’s image was being outgrown by the target audience which was aging, lifestyle image was chosen. The mapping of the image was useful in maintaining a level of image that it satisfies both younger and older customers. Lifestyle image was important to Thorr as it had the potential to influence a customer’s decision to buy a Cruiser Thorr because of its representation. Since perceptual maps are visual representation of a customer's opinion of a brand and the Lifestyle Image of Cruiser Thorr is that of masculinity and mobility, Thorr Motorcycles should make changes regarding the consumer image in the wake of decreasing sales, so as to be able to bring back the profits the Cruiser Thorr had before. Marketing is not only about selling and advertising, it also affects products and the consumers in the economic system and organizations must understand how this happens. Simulation helps perfectly in this in that it helps construct and use perceptual maps so as to create effective marketing plans like for Thorr’s motorcycle brand. Phase II: phase two of simulation is about the product, either introducing a new product into the market or repositioning the existing one. The situation involves decrease in sales of Cruiser Thor and the need to come up with a market plan able to reposition Cruiser Thorr to effectively and efficiently launch a new product of a motorcycle. The top judgment for the association was aimed at repositioning Cruiser Thorr through financing solutions and boosting services. By providing financing alternatives and rising services Thorr Motorcycles Inc can open doors for possible consumers who may have had the feeling that the Cruiser Thorr was further than their reach especially younger viewers who may already have shown great interest and passion in the Cruiser Thorr. Recommended Solutions: The solutions here are in the area of reforming engineering in terms of quality, pricing, and services. Quality engineering touches on every aspect or quality of the commodity or product, including style, design, engine capacity and more importantly, the design of the engine. Quality engineering has a high market impact of the product and could increase sales by meeting the customers’ needs in terms of quality, thus increasing the organization’s level of credibility of its products. Pricing is also very important to customers as it influences decisions to make a purchase for an item or not. Having a high price is okay as long as the quality and credibility ...
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