Plotting Brand Trajectories with The COMPETE PPM Package: A Market Segmentation Analysis and Positioning Tool

Abstract

The COMPETE PPM Package (Version LO) is used by competing participant teams in the marketing simulation COMPETE (Faria, Nulsen, and Roussos 1994) to generate a product positioning map (Kotler 1994) and to plot their own and competing brand trajectories. This product-positioning map enables a competing firm to identify which brands are in the premium, high-value, penetration or rip-off strategy quadrants and to formulate a coherent marketing strategy. The product-positioning map is used together with VALS psychographic profiles and psycho-geo-demo-graphic segmentation data concerning the target market to position their brands appropriately.