Abstract: Perceptual map is often used as a positioning tool for firms in marketing practice; however, this map provides misleading information due to simplified statistical data. This research adopts Delphi method to confirm multiple needs of consumers in cosmetic bundles and constructs a value-based decision model. From these analysis results, firms could utilize advantageous attributes and unique benefits to develop appeal strategy and positioning strategy. Also, compared with two other approaches-simple multi-attribute ranking technique and analytic hierarchy process, firms could obtain more complete results in the real world.