Determine consumers’ perceptions and evaluations in relation to competitors’. Identify the market’s ideal points and size. Identify competitors’ positions.

Six Positioning Steps to Derive a Perceptual

Map

1. Determine consumers’ perceptions and evaluations in relation to competitors’.
2. Identify the market’s ideal points and size.
3. Identify competitors’ positions.
4. Determine consumer preferences.
5. Select the position.
6. Monitor the positioning strategy