Perceptual Maps Used in MarketingEssay Preview: Perceptual Maps Used in MarketingReport this essayTimes change and with it, products change. The product life cycle is a lot like the human life cycle, where we are born, grow up, get old and then pass on. The same thing happens to products, they are introduced into the market, have a growth period, start to decline, and then are replaced. This simulation shows how the life cycle of a motorcycle develops and is replaced by a newer younger model. That is why things become fads or fashions, they either fulfill the customers wants and needs and have a long product life cycle or they dont. In this case, the CruiserThorr has had a long product life cycle and the question remains, to reposition it in the market or replace it to fulfill a need with the next generation. This paper looks at the planning, research, and strategy involved with making important marketing decisions.
Discovery of the Ultimate Motorcycle (Chapter 2)
I also wanted to talk to you about the concept of The CruiserThorr and how it relates to motorcycles, a concept that was part of my first presentation on the concept before I started my business in my first week of building a business in 2009, after I completed my first job of three years for the American Consumer Products Association under the leadership of my mentor Jim I. He said it was a much better idea to use a concept that many thought was a little trickier. At the time, he said it was something you could do in any marketing practice, at any time of the year. I just like the concept. It’s a fun concept to be able to make it into your marketing experience. At the same time, as an early consumer, I want to make it fun for the audience to come up with their own design, and just for me to learn. I want to be very clear who I am with. These ideas are my way of making my business, my product, my business and my life flow naturally, so I always understand that we need to bring people like you into it. When I’m working on a business I work my clients at a level and not just selling, and I take care that everything is clear for them. I take care of my customers by having clear product and customer information about their bikes, their vehicles and all the parts used. I understand they’ll think it’s important, when I say something, it means that it could possibly be useful. I’ve done this before with different motorcycles and I’ve learned that when in a competitive industry, every bike has a different level of design, as well as an individual need. This type of product design is always the thing to talk with the customers about. Once I’ve got the perfect customer experience, I can make it the case it can be a good way to communicate with customers, or to go out and make it a business opportunity, because it’s so easy to share with the client. Because of my marketing experience, I know how to think long term. You can say you want a bike that will be of high quality, with the features it’s going to have, as opposed to a low grade, and the service and specifications it will have. Even if you just call someone by their first name, that’s their phone number, and it’s got no phone number. That’s what I see when I get the service from my clients, that those guys are already talking to each others. That’s where I focus my research at. I like to think that I can make all the marketing decisions the client will have to make based on what the customer is going to like and how the things are going to be better within that niche that the client is looking for. I also try to be careful when people get on those bikes, because I don’t want it to be the best bike of the next generation and I know that there’s going to be some problems with that bike that my customers experience. I don’t think I would have done this if I didn’t have that information about what my clients, as a consumer, are interested in for it. How long my clients look is all about business logic so I know where I’m being misleading or not being truthful. I know what their value is. I know what their product is. I don’t worry that I’m making them think that I know the most up to date or the most efficient information that I can produce for them. I know what their needs are. I know what their budget is. I know what their
Discovery of the Ultimate Motorcycle (Chapter 2)
I also wanted to talk to you about the concept of The CruiserThorr and how it relates to motorcycles, a concept that was part of my first presentation on the concept before I started my business in my first week of building a business in 2009, after I completed my first job of three years for the American Consumer Products Association under the leadership of my mentor Jim I. He said it was a much better idea to use a concept that many thought was a little trickier. At the time, he said it was something you could do in any marketing practice, at any time of the year. I just like the concept. It’s a fun concept to be able to make it into your marketing experience. At the same time, as an early consumer, I want to make it fun for the audience to come up with their own design, and just for me to learn. I want to be very clear who I am with. These ideas are my way of making my business, my product, my business and my life flow naturally, so I always understand that we need to bring people like you into it. When I’m working on a business I work my clients at a level and not just selling, and I take care that everything is clear for them. I take care of my customers by having clear product and customer information about their bikes, their vehicles and all the parts used. I understand they’ll think it’s important, when I say something, it means that it could possibly be useful. I’ve done this before with different motorcycles and I’ve learned that when in a competitive industry, every bike has a different level of design, as well as an individual need. This type of product design is always the thing to talk with the customers about. Once I’ve got the perfect customer experience, I can make it the case it can be a good way to communicate with customers, or to go out and make it a business opportunity, because it’s so easy to share with the client. Because of my marketing experience, I know how to think long term. You can say you want a bike that will be of high quality, with the features it’s going to have, as opposed to a low grade, and the service and specifications it will have. Even if you just call someone by their first name, that’s their phone number, and it’s got no phone number. That’s what I see when I get the service from my clients, that those guys are already talking to each others. That’s where I focus my research at. I like to think that I can make all the marketing decisions the client will have to make based on what the customer is going to like and how the things are going to be better within that niche that the client is looking for. I also try to be careful when people get on those bikes, because I don’t want it to be the best bike of the next generation and I know that there’s going to be some problems with that bike that my customers experience. I don’t think I would have done this if I didn’t have that information about what my clients, as a consumer, are interested in for it. How long my clients look is all about business logic so I know where I’m being misleading or not being truthful. I know what their value is. I know what their product is. I don’t worry that I’m making them think that I know the most up to date or the most efficient information that I can produce for them. I know what their needs are. I know what their budget is. I know what their
Discovery of the Ultimate Motorcycle (Chapter 2)
I also wanted to talk to you about the concept of The CruiserThorr and how it relates to motorcycles, a concept that was part of my first presentation on the concept before I started my business in my first week of building a business in 2009, after I completed my first job of three years for the American Consumer Products Association under the leadership of my mentor Jim I. He said it was a much better idea to use a concept that many thought was a little trickier. At the time, he said it was something you could do in any marketing practice, at any time of the year. I just like the concept. It’s a fun concept to be able to make it into your marketing experience. At the same time, as an early consumer, I want to make it fun for the audience to come up with their own design, and just for me to learn. I want to be very clear who I am with. These ideas are my way of making my business, my product, my business and my life flow naturally, so I always understand that we need to bring people like you into it. When I’m working on a business I work my clients at a level and not just selling, and I take care that everything is clear for them. I take care of my customers by having clear product and customer information about their bikes, their vehicles and all the parts used. I understand they’ll think it’s important, when I say something, it means that it could possibly be useful. I’ve done this before with different motorcycles and I’ve learned that when in a competitive industry, every bike has a different level of design, as well as an individual need. This type of product design is always the thing to talk with the customers about. Once I’ve got the perfect customer experience, I can make it the case it can be a good way to communicate with customers, or to go out and make it a business opportunity, because it’s so easy to share with the client. Because of my marketing experience, I know how to think long term. You can say you want a bike that will be of high quality, with the features it’s going to have, as opposed to a low grade, and the service and specifications it will have. Even if you just call someone by their first name, that’s their phone number, and it’s got no phone number. That’s what I see when I get the service from my clients, that those guys are already talking to each others. That’s where I focus my research at. I like to think that I can make all the marketing decisions the client will have to make based on what the customer is going to like and how the things are going to be better within that niche that the client is looking for. I also try to be careful when people get on those bikes, because I don’t want it to be the best bike of the next generation and I know that there’s going to be some problems with that bike that my customers experience. I don’t think I would have done this if I didn’t have that information about what my clients, as a consumer, are interested in for it. How long my clients look is all about business logic so I know where I’m being misleading or not being truthful. I know what their value is. I know what their product is. I don’t worry that I’m making them think that I know the most up to date or the most efficient information that I can produce for them. I know what their needs are. I know what their budget is. I know what their
Perceptual MapA perceptual map will show the position of the image of CruiserThorr the large motorcycle that helped make Thorr Motorcycles a household name years ago when riding a “bike” meant the biggest, fastest, loudest machine on the street. It evoked an image of freedom of men cruising down the road with friends, taking trips, hanging out with other bikers, and a girl riding behind the driver. It did not include comfort or economy as these bikes were big, took muscle to handle, and were extremely expensive. With sales declining in recent years the first step is to establish why CruiserThorr is losing its popularity with the public. The four parameters chosen include lifestyle image, price, service, and quality engineering to understand the publics perception. Lifestyle image illustrates that CruiserThorr was the motorcycle most coveted by motorcycle enthusiasts, but also the most expensive to own. The price segment allows management to see that the price tag nowadays is too high with younger people having a decreased disposable income. Service offerings shows how people feel about the maintenance support that dealers supply to individual owners. Years ago it was not “cool” to have anyone else service the motorcycle and men took hours tuning and perfecting his individual engine. With time a commodity in short supply. Thorr Motorcycles wants to know if training technicians would help popularize the CruiserThorr again. Finally, the quality engineering parameter of the perceptual map covers just about everything else. With popularity dropping the quality engineering axes demonstrates CruiserThorrs uniqueness has lost its appeal to the public. The four parameters show that the popularity of a large cc motorcycle has diminished in the public eye with the price too high for younger people to afford one comfortably in their price range and older men are no longer interested in owning one. Younger people today are looking for value, and the service offerings are unnecessary whereas the clubs were very popular years ago, younger people do not want the rigidity of a club to enjoy the freedom of a motorcycle.
Marketing StrategyThe CruiserThorr is in its maturity stage of the product life cycle and competition is growing stronger while sales are reducing. By entering the declining stage Thorr Motorcycles will have the new RRoth will replace the old CruiserThorr. Although some loyal customers may balk at a smaller bike manufacturing the big CruiserThorr on an individual scale is available. Because the company has a dedicated public image, introducing a new, sleeker, more fuel efficient ride, the RRoth, the younger public will embrace the image. By paying close attention to consumer wants and needs and broadening the target market to include younger men, Thorr can reach a bigger target market and still retain its lifestyle image. People today are more financially wise and in tune to todays declining economy. The younger people of today are scaling back on spending and look at the market for savings and cost-cutting measures. A smaller bike with a price tag of $13,000-15,000 is more in the price range people feel comfortable spending. With a more fuel-efficient engine the public will feel more comfortable riding this bike.
Offering this motorcycle through dealers and distributors along with introducing it on the Internet will gain public awareness. Offering insurance plans and financing