Reviewing Perceptual Maps

Introduction to this Activity

This activity is a variation of the Burgers Galore Brand Management exercise. In that activity, students need to consider how well a brand is being managed by reviewing sales, profit, and image data (presented in a perceptual map format).

But this data is fully provided for them – they just need to analyze the data as presented.

The Student Task

However, in this activity, students are presented with consumer perception data only, along with a very easy-to-use Excel perceptual mapping tool.

Their task in this exercise is to review various perceptual maps (up to 45 different maps can be generated) and to “paint a picture” of what is happening to our brand (which is Burgers Galore).

And then the students need to try and determine WHY. Why is the brand’s perception changing in this manner? How have we likely altered our marketing mix and how are the competitors evolving?

In other words, turn the data into a “story” of the market and its players.

The Data and Tools

Here is the Excel spreadsheet that the students will use. The perceptual data has been populated into the mapping tool. Basically students only need to press a number to produce a new map. Even students new to Excel will be able to use it easily.


Codes for the Perceptual Maps

• Burgers Galore = BG
• Brian Barry’s Burgers = BBB
• The Burger Brothers = TBB
• Burgers and Buns = B&B
• Beautiful Burgers = BB
• Burgers Are Us = BRUS
• Burgers 4 U = B4U
• Bangers and Burgers = Bang
• Year 1 = Y1
• Year 2 = Y2
• Year 3 = Y3

Video Guide on how to use the mapping tool