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 Why a new approach to positioning analysis?

 No current concept defines the place on a positioning map where there are preferences but no brands.

Positioning maps shown in marketing textbooks almost never show preferences. They show brand perceptions with the assumption that preferences are there. For existing brands this is not a stretch since all existing brands must have at least some preferences for those brands by definition.

A overlooked market defines the place on a positiong map where there are preferences but no brands. This concept thus helps to identify market opportunities.

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