This Map will decide a very important part of the marketing plan i.e positioning the product with the correct strategy based on the product and the target consumer

Positioning Map includes:

• Product benefits analysis
• Competitive positions
• Perceptual position maps
• Consumer segments
• Positioning options
• Translation to Brand

Value :

1. Take a clear positioning choice
2. Modify positioning if not working

Time Taken: 2-3 weeks of background work + research if any.

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This map will help plan a long term and short term pricing strategy closely linked to the profit & loss plan of the business. It will also help decide a competitive approach

Pricing Map includes:

• P&L Understanding
• Cost factors like distribution, trade incentives etc.
• Entry Strategy
• Short Term Pricing strategy
• Long Term pricing strategy
• Pricing impact on Positioning
• Promotional approaches through pricing
• Trade pricing approaches

Value:

1. Modify pricing for better mkt. Share / profitability
2. Long term pricing aspects – planning for same

Time Taken: 2-3 weeks of background work + research if any.

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The Segmentation map will help drive the approach to the brand and the media plan and also secure market share objectives.

Segmentation Map includes:

• Product benefits analysis
• Competitive positions
• Perceptual position maps
• Consumer segments
• Positioning options

Value:

1. Seek most attractive and relevant segment
2. Plan for product-segment fit
3. Better use of Sales/ Advertising budgets

Time Taken: 2-3 weeks of background work + research if any.

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Distribution map will cover the value chain from the factory to the consumer and look at methods of increasing market share and profitability

Distribution map includes:

• Current Distribution structure
• Sales team structure
• Retail options available
• New distribution opportunities
• Journey cycles
• Shelf-space and Retail off takes
• Methods to partner with retail.
• POP opportunities

Value:

1. Close Distribution gaps
2. Increase retailer penetration

Time Taken: 2-3 weeks of background work + research if any.

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Launch forms an important part of the marketing strategy for higher trial and impact.

Launch map includes:

• Launch ideas
• Target market
• Collaborative tie-ups
• Sampling strategies
• Pre and during launch research

Value:

1. Increase Launch impact for better market share
2. Better use of launch budget

Time Taken: 2-3 weeks of background work + research if any

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Beyond positioning, segmentation and pricing, the brand map will create the overall attributes of the brand leading to better and more impactful advertising

Brand Map includes:

• Competitive brand analysis
• Brand personality
• Distinct features
• Execution across mediums
• Brand positioning statement
• Long term brand plan
• Brand Extensions

Value:

1. Brand clarity before advertising spend
2. Brand changes for higher budget impact

Time Taken: 2-3 weeks of background work + research if any.

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Advertising map will be a guide to using marketing money wisely across mediums and options and to meet the brand / market share objectives

Advertising map includes:

• Target audience behavior
• Media options
• DM/ PR/ PC options ands plans
• Market Share & Brand goals
• Short term and long term brand spends
• Methods to evaluate impact of advertising
• POP and Retail strategies for brand
  

Value:

1. Better use of Advertising budgets
2. Better choice of various options before spend.

Time Taken: 2-3 weeks of background work + research if any

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Buyer behavior will help understand the motivators and inhibitors of customers to buy and will give insights into the positioning and the advertising plans.

Buyer Behaviour Map includes:

• Motivators & Inhibitors in category
• Consumer attitudes to pricing, packaging etc.
• Segments and their behavior
• Other consumer insights
• Long term impact on brand, advertising & retail

Value:

1. Modifying retail, communication strategies
2. Gaps in product features for better product

Time Taken: 2-3 weeks of background work + research if any.

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To continue the impact of the marketing plans, the research map will help keep the various aspects being monitored constantly.

Research Map includes:

• Marketing goals vs. Research needs
• Research scope
• Monthly monitors
• Quarterly monitors
• Other research recommendations post launch, Full-scale launch.

Value:

1. Allocating research budgets
2. Using research before large spends

Time Taken: 2-3 weeks of background work + research if any.

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Particularly useful for service companies, high end durables, high involvement products, etc. this will be a guide to keep brand values and market share intact with proper customer service framework in place.

Customer Service Map includes:

• Customer service needs
• Service infrastructure requirements
• Email, Tele, Mail, Retail service points
• Customer expecations
• Warranties, Repairs, servicing
• Increasing customer loyalty
• Retailer servicing

Value:

1. Modifying processes for better satisfaction
2. more competitive by identifying service gaps

Time Taken: 2-3 weeks of background work + research if any.

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