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Suppose you are a brand manager for a cereal producer. You know that brand like Life. Product 19,and Special K compete for sales to people that want nutritional benefits from cereal. Nonetheless, our earlier discussion highlights the value of looking, it .1 more complete picture of how competing brands like Life, Product 19. And Special K Alvin may experience competition from other ways of meeting needs. For example, a person may decide to eat a Kellogg's Notre-Grain cereal bar instead of a bowl of Cereal and the consumer may want to vary the type of cereal, eating a natural or regular type of Cereal. Because of the different product types and variants competing for the same needs and wants, the cereal brand manager will find it useful to develop a picture of the product-market structure*within which her/his brand is positioned, exhibit! ; 3 is an example of the product-market structure for cereals. It can be expanded to policy the structure of other relevant product types (e.g.. breakfast bars in the generic product-market.
The strategic marketing process
Journal of Strategic Marketing
SMART is a custom marketing research
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