CHP 6

Competitive Analysis

• Competitive Attributes: Evaluating brands based on specific attributes.

• Companies Considered:

  • Company A: Excellent service and product quality.

  • Company B: General analytical attributes.

  • Company C: Prompt response.

Analytical Attribute Techniques

• Definition: Techniques that assess products based on attributes to guide future improvements.

• Types of Attributes:

  • Features: Physical or tangible aspects of a product.

  • Functions: What the product does or how it operates.

  • Benefits: The value or advantage provided to the consumer.

• Sequence: Features allow for functions, which in turn deliver benefits.

Determinant Gap Maps

Crunchiness Determinant Gap Map

• Attributes Assessed: Crunchiness and Nutritional Value.

• **Products in Consideration: **

  • High Crunchiness: Pretzels, raw vegetables, corn curls, potato chips.

  • Medium Crunchiness: Fritos, nachos, granola bars, popcorn.

  • Low Crunchiness: Cookies, candy bars, soft products like yogurt and ice cream.

Comparing Snacks

• Items like: Beef jerky, soda crackers, fruit juice, with varying levels of crunchiness and health considerations.

Tablet Comparison - Gap Map

• Weight Capacity Analysis:

  • Lightweight Tablets: Nvidia Shield Tablet K1, Samsung Galaxy Tab S2.

  • Heavy Weight: iPad Pro.

  • Comparative Attributes: Storage (GB) vs. Weight (oz).

Customer Perception Ratings

• Rating Scale: 1 (Disagree) to 5 (Agree) on various design and functional attributes.

  • Attributes Assessed:

    1. Attractive design

    2. Stylish

    3. Comfortable to wear

    4. Fashionable

    5. Ideal for swimming

    6. Looks like a designer label.

Snake Plot of Perceptions

• Three Brands Comparison: Aqualine, Islands, Sunflare.

• Attributes Rated on scales 1-5 for consumer perceptions.

Perceptual Gap Maps - Beverages

• Coke vs. Pepsi: Similarity among cola brands; Dr. Pepper stands out distinctly.

• Soft Drinks Analysis: Includes high and low sugar options; identifies gaps in consumer perception.

Products That Satisfy Thirst

Cold and Hot Beverages

• Cold: Ice-cream, soda drinks, sports drinks, water.

• Hot: Coffee, tea, and alcohol.

OS Perpetual Gap Map for Tablets

• Analysis Between:

  • Apple iPad Pro: Unique OS, larger size.

  • Compact Tablets: Nvidia Shield Tablet K1 and Samsung Galaxy Tab S2.

Data Reduction Techniques

• Multivariate Analysis Techniques:

  • Factor Analysis: Reduces attributes to factors that correlate.

  • Cluster Analysis: Groups respondents based on similar attribute preferences.

Phantom Problem**

• Marketing Dilemma: Difficulty in verbalizing attributes leads to challenges in product development.

• Approach: Testing multiple product types with consumers to identify key attributes.

AR Perceptual Map

• Brand Mapping: Evaluates comfort vs. fashion across brands like Aqualine, Islands, and Sunflare.

Dissimilarity Matrix

• Brand Comparisons: Ratings based on consumer perceptions across various categories.

Factor Loading Matrix

• Attributes and Their Factors: Evaluates how strongly products are associated with specific attributes like "Fashion" and "Comfort."

Failures of Gap Analysis

• Challenges:

  • Misinterpretation of brand attributes.

  • Complexity in analysis can lead to discrepancies in consumer expectations.

  • Data may become outdated quickly.

Filling the GAP - Examples

• Cleaning Products Innovation: Clorox's introduction of disinfectant wipes combining paper towels and disinfectant sprays.

• Water Transport Innovation: The Bobble brand merging the functionalities of a water bottle and filter.

• Product Features Analysis: New Brita on the go water bottle.