1. Product Mapping
Product Development

2. Recall: the Marketing Concept
No product development decisions should ever be made without considering the consumer and the competition
Product Mapping involves using the consumer to evaluate the competition

3. Product Mapping
Definition: organizing or sorting products/services into groupings with similarities
Used to: find gaps in what is currently being offered to consumers so that new products can be developed
Example:
Snack Foods: Potato chips, tortilla chips, rice chips, rice cakes, corn chips, pretzels, etc

4. Product Mapping
“Salty”
“Crispy”
“Greasy”
“Healthy”
“Crunchy”
“Light”
Pretzels Potato Chips Tortilla Chips
Rice Chips Rice Cakes Corn Chips
Place the following products in any “group(s)” that applies
Where do gaps exist?

5. Product Mapping
Set up a 6 x 5 grid with the following group categories:
Messy
Boring
Expensive
Inexpensive
Healthy
Easy to Eat

6. Product Mapping
Fill in the grid by placing the following products where you feel they fit
Ice Cream Sandwich
Ice Cream Bar
Popsicle
Frozen Yogurt Cone
Packaged Ice Cream Cone (“Drumstick”)
Freeze

7. Product Mapping
Spectrum Mapping: place products or services along a spectrum of 2 criteria
Expensive
In-Expensive
Popsicle Ice Cream Bar Ice Cream Sandwich
Frozen Yogurt Frozen juice bar DQ Ice Cream Cake

8. Product Mapping Map the following products on the spectrum
Shreddies Rice Crispies Frosted Flakes
Raisin Bran Fruit Loops Corn Pops
Whole Grain Cheerios Frosted Mini Wheats
Healthy
UnHealthy

9. Marketing Opportunity Analysis
MOA : Defines the various opportunities or market situations for a specific brand and is composed of 3 distinct parts
Overall Market – includes all products belonging to a specific category
Indirect Competition – includes all products that compete indirectly with a specific product
Direct Competition – includes all brands that compete for a share of the same market

10. Market Potential MP = N x P x Q N – number of possible buyers
P – average selling price
Q – average number of the item purchased in a year

11. Quick Question:
Determine the MP for the category “Movies seen in theatres” if 19 million Canadians see an average of 5 movies a year in theatres. The average price of a ticket is $10.
You must calculate an MP for your final project and show/explain calculations!