No brand positioning should ever be
done without doing some research first. The reason is simple: it is likely that
where and how you think your brand should be positioned is quite different from
what consumers want, expect, and will accept. I created a short questionnaire with
which I can measure the consumer perceptions of my product.
1. How satisfied are you with Sony phone?
Very dissatisfied
|
Dissatisfied
|
Neutral
|
Satisfied
|
Very satisfied
|
1
|
2
|
3
|
4
|
5
|
2. Overall quality of Sony phone?
3. 
Sony phones fulfilled your needs?
Sony phones fulfilled your needs?
Yes
No
4. Would you recommend Sony phone to your friends/family?
No
|
|
Maybe
|
|
Yes
|
|
Already did
it
|
5. Compare to the other phone companies, what do you like more
in Sony phones?
Camera
|
Sound
|
Design
|
Operating
system
|
Other
|
6. Do you intend to use Sony phone for a long time?
7. 
Sony phone complies to promised quality?
Sony phone complies to promised quality?
Yes
No
Comment____
8. What is the important part of Sony phone for you?
Camera
|
Sound
|
Design
|
Operating
system
|
Other
|
9. Are you satisfied with Sony phone price?
10. Compare to previous products, Sony Corporation changed their
phones, some basic characteristics. Do you like these changes? And if you like,
what actually do you like?
11. 
Do you have any complaints about Sony phone?
Do you have any complaints about Sony phone?
Yes (what you don’t like)
No
After I created this short questionnaire I executed three face to face interviews with three my
friends. One of them used Sony phone, but now uses IPhone, second one uses old
model of Sony phone and the third one uses new Sony model. All three friends
said that they are very satisfied with Sony phone, because Sony phone fulfills
their needs. Also when I asked about overall quality of Sony phone, they gave a
grade 6-8, because last Sony models are very strong, with good characteristics.
Comparing to other phone companies, Sony phone is long-term using phone.
Besides, cameras and sound are much better, and design is very interesting and
differs from the other phone companies.
What about intending to use this phone for a long time.
Those, who has Sony now, said that they would use it for a long time and the
next phone would be Sony. One of friends said that if there wouldn’t be iPhone
he would use Sony company phone, because Sony is good quality phone which
complies to promised quality.
The next question was answered almost equally. The important
qualities for them are cameras. It allows to take good quality pictures. Sound,
display, ability to use phone for a long time and also design. About the price
there were two opinions. The first was that price could be a bit lower. The
second opinion was that Sony phones prices fluctuate according to the phone
model what allows to buy Sony phone from different classes.
Also for question 10, there were two main opinions. First
was that there are some new characteristics what are disliked, but second
opinion was that Sony changes characteristics to the good side; camera, sound,
design, processor become better. Eventually there aren’t a lot of complaints. I
received only one complaints from person who has old Sony model. And complaint
was “The only complaint - Sony should allow users of older phone models
to download upgrades of Android system, otherwise the phone becomes
"slow"”. But in spite of some disadvantages, all of them would
recommend Sony phone for their friends and family.
And according to these answers positioning map for my products looks like that:
That's all for today:)) See you next week
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