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This first perceptual map (click map to enlarge) is the standard version available using the Excel spreadsheet template. This perceptual map  for soft drinks (click map to enlarge) highlights the major and minor brands by showing large, medium and small circles.
This perceptual map (click map to enlarge) has been color-coded to help classify these soft drink brands into their corporate ownership. If you simply want to add overall color to your perceptual map, without any particular color-coding emphasis, then the following map (click map to enlarge) is very easily set up.
This Excel template is very useful for showing how brands have been (or are planned to be) repositioned, as shown in the following example perceptual map (click map to enlarge). Details of how you can construct this positioning map are provided in the repositioning maps section. Often is more effective placing more than just two product attributes onto a perceptual map.



Another quite effective way of understanding product positioning is by placing the brands and the preferred needs of the various market segments onto the same perceptual maps as shown in the example below (click map to enlarge). To learn how to construct this map using the free Excel template, please review our joint space maps section.
Perceptual mapping is a technique that essentially visualizes the core marketing activity of segmentation, targeting and positioning (which is often referred to as the STP process). Process Navigator’s Excel connector tool is used for creating and editing maps (in text form) by users.
All the perceptual maps shown below have been produced quickly and easily using the free Excel template that is available for download on this site. Maps like these can be produced automatically by simply entering the basic data, brands and axis labels. So in the following example, Coke and Pepsi have large circles representing that they have significant market share, whereas Coke Zero has a smaller circle representing a smaller market share.


In this example, in red we have the five Coca-Cola brands on the map, in blue we have the three Pepsi-Co brands, and finally in green we have the two offerings of Mt Dew.
When you do that, as shown in the example below, this is known as a multi-attribute perceptual map (click map to enlarge). This type of map is known as a joint space perceptual map, because brands and market needs are jointly shown in the same map. You can learn how to easily construct this map in the multi-attribute perceptual map section.



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