Brand
The
perceptual map above
In this
map, the perceived distance (dissimilarity) between Foster’s and
Kalyani is the
largest. Further, Zingaro and Thunderbolt are perceived to be the
closest pair
among this set of brands.
The
clusters of beers such as Knockout,
Kalyani and Haywards help to identify (sub)categories of beers that may
be
different from the way that the company defines its competitors.
In
looking at the vectors, moving in a northeast direction from the
origin, beers
increase in their popularity with men. Haywards is the most popular
with men. The horizontal axis (in the east
direction) is most closely associated
with attributes "premium," "dining out," and "special
occasions", areas which have no brands operating in the Indian market
and
are possible areas of new brand launch positioning. In the west
direction, the
horizontal axis is most closely associated with the attributes "on a
budget" and "good value." Thus, the horizontal axis (the west to
east direction) indicates an underlying dimension of
"budget-premium," along which customers seem to characterize their
perceptions of the differences between these beers.