- Perceptual Mapping Exercise
- Sample Value Proposition
1. Segmentation and targeting
- Socio-demographics: Age, gender, income…
- Psychographic: Values, attitudes, lifestyles
2. Positioning
- Ladder
3. Perceptual maps
- Points of parity: Similarities
- Points of difference: Uniqueness
4. Value proposition
- Brands promises
- Frame: Goal consumers can achieve with the brand.