The market segment section presents four general categories of potential consumers (health conscious, diversity conscious, image conscious and financially conscious) and subcategories based on age demographics (children, teenager, adult and parents). The product section of the grid lists the product lines offered by Lay's
The "P" and "S" in Table 1 represent the primary market and secondary market, respectively... displayed 300 characters
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The product section of the grid lists the product lines offered by Lay's
The "P" and "S" in Table 1 represent the primary market and secondary market, respectively. The primary and secondary values in the table were selected based on ***.
Health Conscious Consumers
· the primary *** in *** was based on
· the secondary *** in *** were based on
Diversity Conscious Consumers
· the primary *** in *** was based on
· the secondary *** in *** were based on
Image Conscious Consumers
· the primary *** in *** was based on
· the secondary *** in *** were based on
Financial Conscious Consumers
· the primary *** in *** was based on
· the secondary *** in *** were based on
Table 1 Market-Product Grid for Lay's Potato Chips
Market Segments Products
General Group with Need Lay's Potato Chips Lay's STAX Potato Chips Lay's Wavy Potato Chips Lay's Kettle Cooked Potato Chips Lay's Natural Potato Chips Lay's Light Potato Chips Baked! Lay's Potato Chips
Health Conscious Consumers Children
Teenagers S
Adults P P P
Parents P P P
Diversity Conscious Consumers Children
Teenagers P P P
Adults P P P
Parents
Image Conscious Consumers Children
Teenagers P P
Adults
Parents
Financially Conscious Consumers Children S
Teenagers S
Adults P
Parents P
Notes:
Children ? 1 to 12 years, Teenager ? 13 to 20 years, Adult ? 20 years +, Parents ? adults with children
P = Primary market
S = Secondary market
Phase 2: Data Analysis
- environmental factors
Social
Economic
Technological
Competitive
Regulatory
Summary
Phase 3: Self-Evaluation
I believe the market-product grid I have developed for Lay's potato chips is likely much more simplistic than an actual marker-product grid the company would use... displayed 300 characters
