Question

You are in the marketing department of the first company to see Howard Moskowitz’s analysis of spaghetti sauce preferences and you are intending to introduce a new variety to complement your standard sauce. Based on his discussion on pasta sauces, construct a positioning map that shows the position of your standard sauce, competitors’ sauces, and the position of your new variety. (Hint: Your X- and Y-axes will not be the same as the ones in the lesson. Rather, both axes will represent physical food attributes.) Put dots on the graph that represent what Howard Moskowitz’s data would look like on your graph (Hint: go to the 7th and 8th (actually 8th and 9th!) minutes).

What marketing eras would the notion of a “Platonic ideal tomato sauce” fit into?

What kind of segmentation strategy does Gladwell suggest is best for coffee marketers?

Answer 1

The positioning map shown below based on attributes like authenticity and taste.

Platonic ideal to mato sauce fits into positioning space of marketing era.

Gladwell suggests that segementation should be drill down approach into multiple clusters and subclusters so to identify customers preference and thus increase satisfaction scores as each customer within subclusters shall have variation in preferences