Continuing with the series of post that from Marketing Culture we are dedicating to the key tools that Uganda Email List should not be missing in any Marketing Plan worth its salt, and remembering that in other posts we have gone into depth in the PEST-E analysis , the matrix SWOT , CAME , Porter’s 5 Forces , the market positioning matrix … this time we are going to focus on a matrix that is very little used by marketing professionals but that will give us a vision of the points of improvement of elements of the marketing mix: the positioning importance-performance matrix. Before we start, we will remind you roughly, that ” … positioning, in marketing, could be defined as the place occupied by the product / service or the company / brand in the mind of the customer / consumer … ” Therefore, positioning would be that image and / or perception of the brand that remains in the minds of consumers for a certain period of time … positioning for marketing professionals is a very valuable resource. Finding out this positioning, then, means asking the client directly and questioning him about the company and the competitors, about the perception of our brand, product and / or service.
One of the tools that can provide elements to discover positioning is the positioning importance-performance matrix. Data analysis for the importance-performance positioning matrix. This positioning importance-performance matrix is constructed from two axes, vertical and horizontal: the value of the attributes of a product and / or service and the evaluation of the performance regarding said attributes that the client or consumer performs. For this reason, it is necessary that we have previously collected the relative data through any of the different market research methods, either personal interviews, online interviews or questionnaires, emaling … We recommend that you collect two types of information: – What attributes do they consider most important when choosing your product / service should be an open and spontaneous question. – What elements for improvement do you find and therefore how do you rate us in our performance (it is our “reflection in the glass); It is therefore an assessment of the satisfaction of the service or product. In this case it will be a closed question where we will mark the attributes that we want to be evaluated. We can incorporate a third, optional block that will give you a 360-degree view and analysis.
What suggested improvement elements does your client think about your product / service, it should be an open question and totally spontaneous. The next step is to break down the analyzed product / service into its constituent elements, that is, into its value attributes. For example, in the case of the eu phone number Museo Picasso Málaga , we could talk about the selection and number of works, information about the works, internal and external signage, prices, schedules … Building the matrix With the data collected and that we have seen previously, on the one hand we will have “listened” to our client and we value those aspects / attributes to which they attach the most importance (these attributes must be ordered according to weight) and on the other hand the attributes of the product /service. Therefore, we already have the two axes of the positioning importance-performance matrix: On the vertical or ordinate axis, we would put the attributes that our clients consider most important, ranking them based on the weight obtained in the survey. IMPORTANCE