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Partitioning Present (and Potential) Products into a hierarchical market arrangement to display relationships among product classes, product forms, and.

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Presentation on theme: "Partitioning Present (and Potential) Products into a hierarchical market arrangement to display relationships among product classes, product forms, and."— Presentation transcript:

1 Partitioning Present (and Potential) Products into a hierarchical market arrangement to display relationships among product classes, product forms, and brand assists in assessing opportunities. The concept is called… PRODUCT-MARKET STRUCTURE ANALYSIS

2 PRODUCT – MARKET STRUCTURE FOR HOME LAUNDRY PRODUCTS Total Laundry Products AdditivesDetergents BleachSoftenersPre-Soak LiquidPowder ChlorineNon- Chlorine WasherDryer Hot WaterCold Water

3  Product-market structure also provides a framework for assessing “market or category” size or potential using different variations of the CHAIN RATIO METHOD …..Which involves multiplying a base number by several adjusting factors that are believed to influence market or sales potential


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