MARKETING PAPER

Perception Map Simulation: Thorr Motorcycles

Perception Map Simulation: Thorr Motorcycles

In the first phase, we decide on the positioning strategy of the Cruiser Thorr, the parameters chosen which are essential to construct the perceptual map, such are Lifestyle Image, Quality Engineering, Price and services. The Lifestyle Image solicits a behavior of buying into the image instead of the functional attributes of a product. The Quality Engineering is important because it defines the uniqueness, the engine capacity, the quality of the manufacturing and the design. The price is important because high price is proportional to high image. The services ensure customers' loyalties and keep dealers and distributors happy.

In the second phase, we choose to launch the RRoth offering a 13,000 to 15,000 price range, which is the most appropriate for a younger market. We also work on a way to promote the product by offering free test rides, hiring celebrities for endorsements, publicizing through Hollywood Films. The place the RRoth would be sold would be the INTERNET (Manufacturer's Web Site), attracting young customers, dealers and distributors. The services offered would be financial services, since young people need financial plans, and club memberships. The customized options are important for those who don't mind to spend more to get a higher image.In the third phase, the survey for the Cruiser Thorr shows that the Lifestyle Image is really high due to the increase of services; customers love this motorbike and see it as a status symbol. The price result is low, with a value of four or five, since the consumer considers the price high even if the company introduced financial services. Services were not sufficient and after the company provided financial services along with dealers training it increased the satisfaction of the consumers. Regarding the Lifestyle Image, young customers are happy and love RRoth and see it as a status symbol. About the Quality Engineering, the improvement on fuel efficiency had a positive impact on the customers. As far as Price is concerned, customers responded appropriately and positively because the RRoth was promoted as low usage cost. The Cruiser Thorr did not satisfy the younger customers however the responsiveness from the launch of the RRoth shows that young customers find it young and cool. (Perrault, 2009)

The relationship between differentiation and positioning is based on the customer's point of view. Businesses differentiate their offerings by using a marketing mix to better serve the customers' needs and thus the business has a comparative advantage. In the eyes of the customers, the product is unique and fulfills their preferences and needs. To establish a marketing strategy and differentiate, it is essential to know the positioning of the brand, the consumers' thoughts on this subject. The positioning helps competitors differentiate from each others. (Armstrong, 2009)

Market research helps in the positioning through discovering the consumers' views and establishing the perception maps. In the simulation, the first perception map takes into account the four parameters, Lifestyle Image, Quality, Services and Price. After making changes and responding to the new needs, ...