Question

Using Table 2 (average data of 10 brands x 10 attributes), (a) create a positioning map by running SPSS, (b) put the overall mean (mean of all attributes per brand) on each brand, and (c) discuss which position must be appropriate for a new brand into the market.

Table 2. Brand Positioning Mean Scores and Dimension Coordinates
Mean scores (B = Brand and A = Attribute)
BRAND	A1	A2	A3	A4	A5	A6	A7	A8	A9	A10
B1	3.87	3.13	3.52	3.78	2.61	4.00	3.04	3.13	2.91	2.43
B2	3.30	2.39	3.13	2.48	2.09	3.26	2.91	2.96	2.74	2.65
B3	2.80	2.20	2.70	2.30	1.60	2.80	2.40	3.10	2.60	2.30
B4	2.86	2.86	3.43	2.86	1.86	2.71	2.29	2.00	1.86	1.86
B5	2.53	1.93	2.27	2.27	1.20	2.40	1.93	2.60	2.20	1.73
B6	3.50	3.14	3.29	3.29	2.79	3.50	3.36	3.43	3.21	2.93
B7	4.24	4.00	3.88	4.18	3.82	4.18	3.94	4.00	4.00	3.94
B8	3.30	3.15	3.40	3.00	2.30	3.35	3.05	3.30	2.85	2.85
B9	2.78	1.79	2.51	2.24	1.51	2.91	2.27	2.50	2.09	1.86
B10	2.40	2.00	2.60	2.33	1.47	2.40	2.40	2.47	2.00	1.93

Answer 1

Answer (a) :

The position map between the products (B1,B2 .....B10) and Attributes (A1,A2,.....A10).

The map for these parameters along with Products are as below.

4.5 3.5 2.5 1.5 0.5 A10 B1 B2 B3 B5 B6 B7 B8 B9 B10

Answer B :The overall mean (mean of all attributes per brand) are as below

BRAND	A1	A2	A3	A4	A5	A6	A7	A8	A9	A10	Average
B1	3.87	3.13	3.52	3.78	2.61	4	3.04	3.13	2.91	2.43	3.24
B2	3.3	2.39	3.13	2.48	2.09	3.26	2.91	2.96	2.74	2.65	2.79
B3	2.8	2.2	2.7	2.3	1.6	2.8	2.4	3.1	2.6	2.3	2.48
B4	2.86	2.86	3.43	2.86	1.86	2.71	2.29	2	1.86	1.86	2.46
B5	2.53	1.93	2.27	2.27	1.2	2.4	1.93	2.6	2.2	1.73	2.11
B6	3.5	3.14	3.29	3.29	2.79	3.5	3.36	3.43	3.21	2.93	3.24
B7	4.24	4	3.88	4.18	3.82	4.18	3.94	4	4	3.94	4.02
B8	3.3	3.15	3.4	3	2.3	3.35	3.05	3.3	2.85	2.85	3.06
B9	2.78	1.79	2.51	2.24	1.51	2.91	2.27	2.5	2.09	1.86	2.25
B10	2.4	2	2.6	2.33	1.47	2.4	2.4	2.47	2	1.93	2.20

BRAND	Average
B1	3.24
B2	2.79
B3	2.48
B4	2.46
B5	2.11
B6	3.24
B7	4.02
B8	3.06
B9	2.25
B10	2.20

Average 4.50 4.00 3.50 3.24 3.00 2.50 2.00 1.50 1.00 0.50 0.00 4.02 3.06 2.79 2.48 2.46 2.11 2.25 2.20 B1 B2 B3 B4 B5 Вб B7 B8 B9 B10

Answer c : The position must be appropriate for a new brand into the market is any position from the lower range to mid range for ech attributes. Thus for any new brand, if it able to achieve any level from lower point to middle point.