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7171
Exhibit 1
Traditional
Specialty/ready to drink
Brand X
Brand Y
Latte
Instant
Brand W
Cappuccino
Ground
Private label
Refrigerated
coffee drinks
All others
Coffee
Specialty/ready to drink
Instant
Ground
Latte
Dark
Premium
Cappuccino
Light
Value
Refrigerated
coffee drinks
Implications
Caffeinated
72
Exhibit 2
How to win
Armed with a precise definition of its
competitive set, the next logical step for
a company is to determine how to win in
these spaces. Through Market Map analysis,
companies can isolate the most important
situational drivers behind consumption
decisions (Exhibit 2).
239
229
Need: healthy
153
Need: inspiration
152
139
Consumer's age
120
108
Type of occasion
98
Household size
88
85
Day of week
81
Consumers gender
80
Snacking frequency
78
Guests present
76
74
72
Medical conditions
67
Kids present
64
1The
Needs (health,
inspiration,
convenience)
146
Time
constraints
48
index is derived through CHAID (or Chi-squared Automatic Interaction Detection) analysis, hierarchical partitioning,
and other analytic techniques applied to data from a consumer usage diary.
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73