Draw a Perceptual Map
The perceptual map of a product illustrates its place in the minds of buyers based on two criteria: price and quality. Our task is to draw a perceptual map of the Red Bull brand and define a category it belongs too. Figure 1 illustrated the map.
High
Low
LowPrice High
Figure 1. The perceptual map for the Red Bull brand.
According to the study of the energy drinks category, conducted by NutroGenix the average price of a 16 ounce can of such drink is $2.54 (Rouan, 2012). Red Bull charges around $2 for an 8 ounce can, therefore its price can be categorized as high.
In order to assess the quality of the Red Bull energy drink we analyzed consumers’ rankings and reviews as well as ingredients and nutrition information of the product. Consumers’ opinions about the product are very different, however, the overall ranking is above the average. Considering the nutrition value of Red Bull drink, we made a conclusion that it is somewhat better than of the other energy drinks. For example, Red Bull contains less sodium than most of the analogous drinks (Complete Nutrition Information, n.d.). At the same time, the amount of caffeine in this drink is also less, than in the others, which means that Red Bull is comparatively mild. The drink also contains some vitamins. Even though nutrition value and even safety of all energy drinks is doubtful and disputable, Red Bull can be considered slightly better than the others. Taking into account taste characteristics, which most of the consumers find quite decent, Red Bull’s quality can be considered slightly above the average. In such a way Red Bull brand is positioned as an industry leader.
References
Rouan, R., 2012. Energy drinks leveling field. [online] Available at:
Sugary Drinks Facts, n.d. Complete nutrition information. [online] Available at:
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