Perceptual Map

The o so cool bag...

posh in location

Posh chewing gum is exclusive. It can not be found in the typical 'corner shop' that other chewing gums are distributed. It can only be purchased at Harvey Nichols in the sweet section (see above). Our target customer will choose Posh over any other product sold because it is the only chewing gum. You may notice above that the procucts vary from chocolate, mints, jelly beans etc.

Advert idea 2 - 'gentleman play for the posh chewing gum'

Advert idea 1 - 'a bride who has more important places to be'

Celebrity endourcement adds value to the brand.