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Essay text:
Perceptual Mapping
Perceptual mapping is a strategic management tool used by companies to communicate the correlation between marketplace competitors and the criteria used by consumers when making purchase decisions. It looks at the current strengths and weaknesses of each company and is used to understand a company’s position in the marketplace.
Innocent is placed on the perceptual map along with three competitors of the beverage industry:
• PJ Smoothies
• Minute Maid Co
• Just Juice
1.1 Axes of the map
The vertical axis of the map represents the price that consumers pay for the product...
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