Perceptual Maps in Marketing
Jennifer L. Stiyer
February 18, 2012
Thorr Motorcycles is a company started with a history of its strength and uniqueness, kind of like the Harley-Davidson of current times. Many people understand that this motorcycle brand is one to work up to. Many motorcycle lovers know that some of the types of bikes are bought by different age groups; some people prefer the shorter distance style bikes for ...view middle of the document...
When deciding to scrap the cruiser or relaunch it, the decision was unanimous that the bike it was time to go for what the buyer is interested in.
The perceptions of the cruiser is for the aged, the newest group of motorcycle enthusiasts is the younger population so it is time for Thorr to make the move along with its consumers. Adding a new bike group to Thorr motorcycles seems the best opportunity to make a turnaround in profits and marketability. This decision will allow Thorr to still have its cruiser and refresh its marketing toward the younger generation of riders.
Many younger bikers are rebellious, free spirited, and into ‘danger’ so Thorr needs a motorcycle that caters to the daring side of its riders. A sleek bike with, fast speeds, bold design, and style, and an aggressive name would make this new bike easy to notice.
To maintain success Thorr motorcycles would need to find ways to reduce the cost of this new bike. In knowing that many younger people have less expendable income, the company would benefit if they could reduce the price by looking at option packages and finding ways to reduce price point without reducing quality.
In reviewing the surveys many people believe that the Thorr cruiser was failing in the areas of shape and customization. Issues like these can easily be changed as part of Thorr’s new marketing campaign. To increase interest in Thorr motorcycles it would also be beneficial if the company engineers where to look into an exhaust system that makes a unique exhaust sound. Many car and motorcycle enthusiasts can decipher a vehicle simply by the unique sound that the exhaust system makes. This concept can appeal to every age group, meaning that it would be beneficial across the age spectrum. The sounds made within the motorcycle speak words to motorcycle lovers.
Motorcycles are identified by the design and styling. Many bikes are known by the tank design, decals, seats, and other ideas that make them unique.
Employing the redesigned motorcycles in the media and Hollywood would help to target the action loving crowd and encourage potential customers to buy the new sleek and highly customized motorcycle for their newest adventures in life.
Differentiation and Positioning
Whereas differentiation and positioning are intrinsic, differentiation is looking for a way to make a product stand out from other similar products and positioning is a way to create an image or thought in its consumers when they think or their product (Sujan & Bettman, 1989). Thorr motorcycles needs to find a way to make their product more attractive and desirable by today’s youth.
This simulation has the recommended methods of prices, services, quality engineering, and financial options but positioning is the methods used by businesses to create or recreate perceptions of...