Assignment:
Product Category Feature Matrix
Your homework assignment is to visit a retail store and study the packaging on the brands within a single product category of your choice. List all of the brands (at least one from each manufacturer) as rows, and all of the various features you find on the products as columns. How many products share the same features? What are the popular features a brand has to include to be competitive? What features are a waste of time? What is the unique benefit that each brand offers? The example below is a fictional, partial analysis of the toothpaste category. Other examples of categories could be laundry detergents, mouthwash, yogurt, televisions, mobile phones, pantyhose--the list is endless. Email your completed assignment to me before class time September 09, or hand it in on paper at the beginning of class.
Toothpaste Category: Feature Matrix Example
|
Brand
|
Fluoride
|
Whitener
|
Xylitol
|
Unique Benefit
|
|
Crest Pro Health
|
1
|
1
|
|
Accepted by the American Dental Association in six categories
|
|
Aquafresh
|
1
|
|
|
Best price
|
|
Sensodyne
|
1
|
|
|
Blocks pain
|
|
Colgate
|
1
|
1
|
|
Kills germs
|
|
Supersmile
|
1
|
1
|
1
|
Best whitening
|
|
Total
|
5
|
3
|
1
|
|