Positioneringsanalyse

Positioneringsanalyse is a strategic marketing tool used to understand how a company's products or services are perceived by consumers relative to competitors. It involves identifying key attributes or benefits that are important to the target audience and then mapping out where each brand or product sits on these attributes in the minds of consumers. This mapping is often visualized using a two-dimensional matrix, known as a perceptual map, with axes representing the chosen attributes.

The process typically begins with defining the relevant market and identifying key competitors. Next, consumer research is conducted, often through surveys or focus groups, to gather data on how consumers perceive different brands based on specific criteria such as price, quality, features, or customer service. Once this data is collected, it is analyzed to identify the perceived strengths and weaknesses of each brand and to uncover potential market gaps or opportunities.

The insights gained from a positioneringsanalyse help businesses make informed decisions about product development, marketing communications, pricing strategies, and target audience selection. It allows companies to differentiate themselves effectively, refine their value proposition, and develop marketing campaigns that resonate with their intended customers. Ultimately, a strong positioneringsanalyse can lead to a more competitive market position and increased customer loyalty.