This case analysis using the Problem Solving Format was completed by students at the University of Iowa. The logic of the PSF is carefully explained and its power is shown by the conclusion.

Case Example: Lancôme

    Notes on the case:

1. Preferences are noted on positioning maps by green circles or ellipses.
2. Each preference "circle" represents a density of consumer ideal points.
3. Brand perceptions are noted on positioning maps by brand logos or names.
4. Each perception represents an average across all consumers in the target market.
5. Positioning maps are always created "in order" of the evaluative dimensions at the bottom of a Buyer Behavior Flow Chart.
6. Simplified "conjoint analyses" are used to support any recommended change in perceptions (denoted by yellow arrows on the positioning maps).
7. Simplified "preference models" are used to support any recommended change in preferences (denoted by green arrows on the positioning maps).
8. Business models, as the PSF states, are based on the recommended price and place strategies.

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