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Gaining Insights From Mapping for Product Development

Gaining Insights From Mapping for Product Development. Crunchiness. Peanuts. High. Pretzels. Fritos. Raw vegetables. Nachos. $ ?. Granola bar. Potato chips. Apple. $ ?. Popcorn. Corn curls. Beef jerky. Soda crackers. Cookies. Raisins. Candy bar. Pizza. Nutritional Value. Low.

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Gaining Insights From Mapping for Product Development

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  1. Gaining Insights From Mapping forProduct Development

  2. Crunchiness • Peanuts High • Pretzels • Fritos • Raw vegetables • Nachos $ ? • Granola bar • Potato chips • Apple $ ? • Popcorn • Corn curls • Beef jerky • Soda crackers • Cookies • Raisins • Candy bar • Pizza Nutritional Value Low • Bagels High • Pie $ ? • Donut • Cake • Banana • Cheese • Ice cream • Yogurt $ ? • Soda pop • Fruit juice Low

  3. Different Types of Maps • Design Map: Dimensions of Design • Engineering Map: Effectiveness/Efficiency • Marketing Map: Perceptual, Value Maps

  4. RR XJ MB LX FF price’ FAIR VALUE LINE performance’ performance’ = perceived performance, price’ = perceived cost

  5. Perceptual Map of Beer Market Heavy Popular with Men Heavy Full Bodied Old Milwaukee Budweiser Beck’s Meister Brau Heineken Miller Special Occasions Blue Collar Dining Out Good Value Coors Premium Stroh’s Budget Premium Michelob Coors Light Miller Lite Pale Color Popular with Women On a Budget OldMilwaukee Light Light Less Filling Light

  6. Creating Maps Two approaches: Based upon market research and sophisticated statistical analysis Based on some interviews, secondary data and managerial judgment

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