Krishna, Vamshi G and Seedhar, D and Manthan, J and Udupa, N and Ligade, Virendra S and Muragundi, PM (2014) Perceptual mapping and its role in pharmaceutical product positioning. The Pharma Review. pp. 138-142.

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Abstract

The pharmaceutical market is growing at a rapid and product positioning has become more challenging. The marketers are opting for various tools through which they can position their product successfully in the me-too market and perceptual mapping is one such tool which help in successful product positioning. Perceptual maps can have any number of dimensions but the most common one is of two dimensional perceptual maps because of their clarity and simplicity. Many brand and product managers follow this perceptual mapping in improving their market strategy and it also serves as a better tool for them to expand their share in the market.

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