"A few years ago, most peanut butters were sold on the basis of their perceived quality (well known brands vs. store brands), and crunchiness. There wasn't a lot of difference among the competitors. Then, Skippy (the CPC competitor) hits the market, claiming to be healthier than other brands because it uses less salt. They didn't even position themselves on the "traditional" attributes in their market. How does your gap map account for that?"