Perceptual Mapping of Kit Kat

Perceptual Mapping

Perceptual mapping offers marketing managers a utilitarian technique for measuring and developing a products position. Perceptual mapping takes consumers perceptions of how similar various brands or products are to each some other and relates these perceptions to product attributes. When a vendor will know where his product falls, then it will be easy for them to understand where they should give effort








3 4 5









Findings

In the upper right quadrant, there are dickens brands kit computerized axial tomography and Cadbury, which is evident that these two brands are sensed to be higher in quality and hurt than other brands.
This map again shows that Cadbury and Kit Kat are finish competitors, while both have them have good effigy as far as quality is concerned.
Cadburys perceived position is higher in both quality and price than Kit Kat.
A key finding is that, although the difference in quality between Kit Kat and Cadbury small, the difference in price is enormous.
Therefore, it is evident that the price is not perceived to be a big factor by the target customers as Cadbury is the most preferred chocolate (found in the preference analysis) disrespect macrocosm so expensive.




Cadburys high preference disdain quite similar quality with Kit Kat shows it has more than brand equity that does Kit Kat. For instance, Cadbury has created an image of mouth wet silk chocolate though its strong advertising foot race which is quite strong. Its high price rather strengthens its equity of being special.

Marketing strategy

As high price is not a big factor, Kit Kat should not bother oftentimes about the price of the product; it should focus more on quality.
Kit Kat should bring about a potpourri in advertising. Presently its advertising only carry the essence that Have a break, have a Kit Kat .This message does not highlights its key attributes. Therefore , making the tattle is important .If Kit Kats...If you want to get a full essay, order it on our website: Orderessay



If you want to get a full essay, wisit our page: write my essay .