Perceptual Mapping Analysis
1. Student Name: S. Kavinthan
1.2 Student: MSc 16-32-762
1.3 Company Overview: Asia Broadcasting Corporation
Asia Broadcasting Corporation Private Limited., the owner of Hiru FM / Gold FM / Sun FM / Sooriyan FM, Shaa FM and Hiru TV. Launched in July 1998, not only is Asia Broadcasting Corporation (Private) Limited the largest Radio Network in Sri Lanka, this company has also revolutionized the Media industry by setting up Sri Lanka’s First Ever Private Tamil Channel-Sooriyan FM, along with Sri Lanka’s First Ever English Oldies Channel-Gold FM and Sri Lanka’s First Youth Channel Shaa FM, not to mention Sri Lanka’s number one Sinhala channel-Hiru FM and Sri Lanka's youth English trend setter ; Sun FM, and very recently the first ever Digital …show more content…
The perceptual mapping has a history which is unknown by many. Statistician and computer scientist, Leland Wilkinson, explains the history of perceptual mapping as this; Perceptual mapping involves a variety of techniques for displaying the judgments of a set of objects by a group of subjects. Most of these techniques were developed in the 1970’s by psychometricians, but they were soon adopted by market researchers and scientists for analyzing a variety of preference and similarity data. In applied usage, especially among market researchers, perceptual mapping is an even more general term. As cited in Leland Wilkinson,2013, Quantitative theoretical market researchers (for example, Green and Tull, 1975, and Lilien, Kotler, and Moorthy, 1992) use the term in this more general sense as …show more content…
Perceptual mapping refers generally to techniques used to represent this product space graphically (Chiranjeev S. Kohli Lance Leuthesser, 1993).
Perceptual Maps are also used to identify the gaps in the market, which will be useful for the organizations to decide where to compete and strategically position themselves. Perceptual Map allows managers to grasp the positioning of their brand versus competing brands (Churchill, 2001). This map also helps to identify the partners with the potential and merger targets in a market the organization belongs to.
Positioning indicates the customers’ perceptions of how the company compares with its competitors. Thus, the positions of the companies or brands appearing on the perceptual map could be used by the companies to clarify the strengths and weaknesses in services identified by customers (DJ Kim et al. (2007).
• Marketing Mix (Tactical –
1.2 Student: MSc 16-32-762
1.3 Company Overview: Asia Broadcasting Corporation
Asia Broadcasting Corporation Private Limited., the owner of Hiru FM / Gold FM / Sun FM / Sooriyan FM, Shaa FM and Hiru TV. Launched in July 1998, not only is Asia Broadcasting Corporation (Private) Limited the largest Radio Network in Sri Lanka, this company has also revolutionized the Media industry by setting up Sri Lanka’s First Ever Private Tamil Channel-Sooriyan FM, along with Sri Lanka’s First Ever English Oldies Channel-Gold FM and Sri Lanka’s First Youth Channel Shaa FM, not to mention Sri Lanka’s number one Sinhala channel-Hiru FM and Sri Lanka's youth English trend setter ; Sun FM, and very recently the first ever Digital …show more content…
The perceptual mapping has a history which is unknown by many. Statistician and computer scientist, Leland Wilkinson, explains the history of perceptual mapping as this; Perceptual mapping involves a variety of techniques for displaying the judgments of a set of objects by a group of subjects. Most of these techniques were developed in the 1970’s by psychometricians, but they were soon adopted by market researchers and scientists for analyzing a variety of preference and similarity data. In applied usage, especially among market researchers, perceptual mapping is an even more general term. As cited in Leland Wilkinson,2013, Quantitative theoretical market researchers (for example, Green and Tull, 1975, and Lilien, Kotler, and Moorthy, 1992) use the term in this more general sense as …show more content…
Perceptual mapping refers generally to techniques used to represent this product space graphically (Chiranjeev S. Kohli Lance Leuthesser, 1993).
Perceptual Maps are also used to identify the gaps in the market, which will be useful for the organizations to decide where to compete and strategically position themselves. Perceptual Map allows managers to grasp the positioning of their brand versus competing brands (Churchill, 2001). This map also helps to identify the partners with the potential and merger targets in a market the organization belongs to.
Positioning indicates the customers’ perceptions of how the company compares with its competitors. Thus, the positions of the companies or brands appearing on the perceptual map could be used by the companies to clarify the strengths and weaknesses in services identified by customers (DJ Kim et al. (2007).
• Marketing Mix (Tactical –