Example Perceptual Maps for Soda (Soft Drinks)

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Example Perceptual Maps for Soda (Soft Drinks)

Below you will find two different example perceptual maps for Soda (Soft Drinks).

Two variations of perceptual maps have been provided below (using different product and/or brand attributes), in order to give you a choice of the map that best suits your needs.

You should note that each mapping approach will “paint a different picture” of the market, which may help provide insight into the relative brand positioning strategies.

IMPORTANT NOTE: These example maps have been provided for educational purposes only and are estimates of brand positioning only, and should not be relied upon for decision-making. Perceptual maps used in marketing should always be based upon current and valid consumer image data.

Design Notes

Each of the example perceptual maps below have been created with the Excel perceptual map maker/template available for free download on Perceptual Maps 4 Marketing.

You can use this Excel perceptual map template in conjunction with the product/brand attribute ideas to design your own perceptual map (if required). Please refer to the list of tools and resources at the end of this post.

1st Example Perceptual Map for Soda (Soft Drinks)

Perceptual Map Scores Rationale and Discussion

Want to design your own map? Take me to the free download page: Free Download of the Perceptual Map Template

For the product/brand attributes of: Sweet to Bitter

1. Coca-Cola: 4.5 – Has a balance of sweetness and a mild acidic taste, but leans more towards sweet.
2. Pepsi: 2.5 – Sweeter than Coca-Cola, with a smoother taste and less acidity.
3. Dr Pepper: 3.5 – Unique blend of 23 flavors, resulting in a sweeter taste with a hint of spiciness.
4. Sprite: 4 – Sweet and citrusy, with a refreshing lemon-lime flavor.
5. Mountain Dew: 2 – Known for its very sweet and citrusy taste, with a high sugar content.
6. Fanta: 3 – Sweet and fruity, with a variety of flavors, but generally on the sweeter side.
7. Canada Dry: 8 – Primarily a ginger ale, with a more subtle sweetness and a slightly spicy, bitter ginger flavor.
8. 7UP: 4.5 – Similar to Sprite, sweet and citrusy with a lemon-lime flavor.
9. Coke Zero Sugar: 6.5 – Designed to have a similar taste to Coca-Cola, but with less sweetness due to the use of artificial sweeteners.
10. Diet Pepsi: 7.5 – Less sweet than regular Pepsi, with a slightly more bitter taste due to the use of artificial sweeteners.

Note: These are hypothetical ratings developed with the assistance of AI tools.

For the product/brand attributes of: High caffeine to No caffeine

1. Coca-Cola: 3 – Moderate caffeine content (34 mg per 12 oz can), but not as high as some other brands.
2. Pepsi: 2.5 – Slightly higher caffeine content than Coca-Cola (38 mg per 12 oz can).
3. Dr Pepper: 3.5 – Similar caffeine content to Coca-Cola (41 mg per 12 oz can).
4. Sprite: 9 – A caffeine-free soda with a lemon-lime flavor.
5. Mountain Dew: 1 – High caffeine content compared to other sodas (54 mg per 12 oz can).
6. Fanta: 8 – Most Fanta flavors are caffeine-free, with a few exceptions.
7. Canada Dry: 7.5 – Primarily a caffeine-free ginger ale, but some variations may contain caffeine.
8. 7UP: 8.5 – A caffeine-free soda with a lemon-lime flavor, similar to Sprite.
9. Coke Zero Sugar: 3.5 – Caffeine content similar to Coca-Cola (34 mg per 12 oz can), but with zero sugar.
10. Diet Pepsi: 2 – Higher caffeine content than regular Pepsi (35 mg per 12 oz can), but less sweet due to artificial sweeteners.

Note: These are hypothetical ratings developed with the assistance of AI tools.

2nd Example Perceptual Map for Soda (Soft Drinks)

Want to design your own map? Take me to the free download page: Free Download of the Perceptual Map Template

Perceptual Map Scores Rationale and Discussion

For the product/brand attributes of: For kids to For adults

1. Coca-Cola: 6 – A classic soda enjoyed by people of all ages, but more often associated with adults due to its taste and branding.
2. Pepsi: 5.5 – Similar to Coca-Cola, enjoyed by a wide range of age groups but slightly more youthful in branding.
3. Dr Pepper: 5 – Unique flavor profile appeals to both kids and adults, with a slightly more youthful image.
4. Sprite: 4 – A lemon-lime flavored soda that is popular among both kids and adults, but slightly more popular with younger audiences.
5. Mountain Dew: 3 – Known for its high sugar and caffeine content, this soda is often associated with a younger, more energetic demographic.
6. Fanta: 2.5 – With its fruity flavors and vibrant packaging, Fanta is often seen as a soda targeted more towards kids.
7. Canada Dry: 8 – A ginger ale often associated with a more mature taste and commonly used as a mixer in adult beverages.
8. 7UP: 4.5 – Similar to Sprite, this lemon-lime soda is popular among both kids and adults but slightly more popular with younger audiences.
9. Coke Zero Sugar: 7.5 – Marketed more towards adults who want to enjoy the taste of Coca-Cola without the sugar and calories.
10. Diet Pepsi: 7 – Similar to Coke Zero Sugar, Diet Pepsi targets adults who want a lower-calorie, lower-sugar alternative to regular Pepsi.

Note: These are hypothetical ratings developed with the assistance of AI tools.

For the product/brand attributes of: Emotional brand to Indifferent brand

1. Coca-Cola: 1.5 – Strong emotional branding with nostalgic, happy, and heartwarming advertisements, fostering a deep connection with consumers.
2. Pepsi: 2 – Also known for emotional branding, but with a slightly more modern and youthful appeal, focusing on music, sports, and celebrity endorsements.
3. Dr Pepper: 4 – Unique flavor profile creates a loyal fan base, but its emotional appeal is not as strong as Coca-Cola or Pepsi.
4. Sprite: 5.5 – While popular, its branding is not as emotionally charged as some other sodas, focusing more on refreshing and quenching thirst.
5. Mountain Dew: 3 – Appeals to a younger demographic with energetic, adventurous, and extreme sports-focused marketing, creating an emotional connection with fans.
6. Fanta: 4.5 – Fanta’s fun, fruity, and colorful branding appeals to younger consumers, but it lacks the emotional depth of Coca-Cola or Pepsi.
7. Canada Dry: 7.5 – Known as a mixer or remedy for stomach issues, its branding is more functional than emotional.
8. 7UP: 6.5 – Similar to Sprite, its branding focuses on refreshment and thirst-quenching rather than building strong emotional connections.
9. Coke Zero Sugar: 8 – Positioned as a healthier alternative to Coca-Cola, its branding is more practical and less emotional.
10. Diet Pepsi: 7 – Like Coke Zero Sugar, Diet Pepsi targets health-conscious consumers with more functional branding and less emotional appeal.

Note: These are hypothetical ratings developed with the assistance of AI tools.

More Perceptual Mapping Information and Resources

Reasons to Use Perceptual Mapping

List of Product and Brand Attributes Ideas

Working with Perceptual Maps

Other Perceptual Mapping Tools 

Perceptual Maps 4 Marketing

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