A positioning map is
a framework
used in
positioning
, which is the final step in
STP strategy
, and is a method used to differentiate from competitors and derive a unique position with competitive advantage.
A positioning map expresses the position of each product in the market using two-dimensional coordinates consisting of a vertical axis and a horizontal axis. Therefore, you can understand the market situation and the relationship between each product at a glance.
Related materials:
How to make a positioning map
Create a positioning map using the following steps.
1. Select the axis of the positioning map.
2. Plot your own and competitors’ products using the selected axes as the vertical and horizontal axes.
When creating a positioning map, determining the axis is important. The four axes are as follows:
- Axis based on product specifications and functions
- Axis based on the needs the product satisfies and the benefits it provides
- Axes based on the occasion and purpose of use
- Axis based on competitive products
When creating a positioning map, consider purchasing decision factors (KBS) and be careful not to choose factors that are highly correlated.
In addition, the purpose of creating a positioning map is to “search for a unique position that can differentiate you from your competitors and give you a competitive advantage,” so you need to select axes while keeping in mind areas where there are no competitors.
Reference article
