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In the previous articles, we studied both competitors and
consumers perception.
Today we chose to resume those data through a perceptual
mapping to help you to understand Marvel and DC Comics position in the marketplace
toward competition.
To build this tool, we had to use attributes that are
important and relevant to consumers. We decided to build this map following two axes :
·
The product range lenght, ie. if the
brand is essentially focused on comic books or if it is diversified with other
products such as movies, DVDs, collectible figures, clothing, partnerships…
·
The awareness level, meaning the brand
awareness and recognizable characters
Here is the result of this perceptual mapping :
As you can see, brands are clearly divided in two
categories :
- Marvel an DC Comics, which both benefit from a high awareness and a very large product range
- The other competitors: Dark Horse Comics, Image Comics and IDW which are located on the opposite side of the mapping, with a narrower product range and a lower awareness among consumers
Of course, the perceptual mapping would look different if we
had chosen other axes. But in any case, Marvel and DC Comics would still stand far
from competition no matters the criterions (innovative vs. conservative, high vs.
low interaction with fan community, young vs. older consumer target…) and the two leader brands are still very close one to the other.
By Bat Laurie-Anne
Sources :
Marvel logo : comicsbeat.com
DC Comics logo : fr.wikipedia.org
Dark Horse Comics logo : en.wikipedia.org
Image Comics logo : hollywoodreporter.com
IDW logo : mdcu-comics.fr
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