Market-Product Grid for Potato Chips

Phase 1: Data Collection

- introduce Lay's

Table 1 presents the market-product grid for the latest ***. The market-product grid focuses on the Lay's product lines and not on the individual flavours of potato chips available. The list of products were identified during a visit to the Crowfoot Crossing Safeway as well as a search of the Lay's website.

The market-product grid ***. 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. 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,