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Definition
Competition: The effort of two or more parties acting independently to secure the business of a third party by offering the most favourable terms. Competitive Set: Any brands that are considered to be targeting the same audience.
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Bases of Competition
I.
Customer-oriented
Competition for customers for their budget When they use it Why they use it: Benefits sought
I.
Marketing-oriented:
Resource-oriented
Geographic
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Levels of Competition
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Levels of Competition
Beer s Ice cre am Tea Regula r colas DietRite cola Diet Cok e
Diet Peps i
Product form
Jui ces
Lem on lime s
Product categor y
Coff ee
Generic competitio n
Budget
Different
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Different
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Different
C
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Different
D
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E 0 0 0 .3 .5
3/4/12 Non-Cola Cola Family brand 1 Regular Diet National All brands
Customer-JudgmentBased
based measures.
1. 2. 3. 4.
Judged Overall or perpetual mapping Similarity of consideration sets Product deletion Substitution In Use:
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1.
Judged Overall
brands
It is used to create geometric
concept better
Moist
Needs refrigeration
As a formal dessert Bakery cake Homemade cake Homemade pie Layer cake mix Takes along Cheese cake mix time to Bundt cake mix Frozen pie prepare Chocolate torte mix Frozen cake Boston crme pie Stirn Frost cake mix mix
Custard mix Pudding mix Tapioca Local mix pudding mix Jell-O Dzer ta
Canned pudding
Light Style cake Coffee cake mix mix Snackin Cake mix
Hostess cupcakes
Oatmeal cookies Pepperidge Farm Bakery cookies Pillsbury cookie dough cookies Between meal
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Asks customers to take large set of products and divide them into groups of items that can be substituted for one another.
3. Product Deletion:
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4. Substitution in Use:
List all the uses of a product List other products that provides the same uses
Example:
Target: Uses:
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