1. Label the dimensions.

2. Group the products into clusters visually and describe the different clusters. What are the positioning implications?

3. What other information would you collect, and how would you use it in the analysis?

Nester’s Foods is evaluating a group of concepts for new diet products. To evaluate the positioning of these new products, an MDS study was conducted. The respondents, women who were on a diet, were asked to group 38 food products, including 10 of the new diet concepts. The output of the MDS, based on these similarity ratings, is shown in Figure 21.10. “L.C.” stands for low calorie, and “M/S” stands for meal substitute.

Transcribed Image Text:

Candy bar Almonds• • Cookies Dry-roasted peanuts • Pudding Gum M/S candy bar Ice cream Milkshake Potato chips • L.C. snacks L.C. chips L.C. cookies • M/S pudding M/S hotdog L.C. milkshake •Gelatine Weightwatchers diet Coffee and Danish M/S 3 • M/S 4 •L.C. hot soup Metrecal Cigarettes Sucaryl Milk Sandwich• Bacon •Yogurt Coffee Apple • Fruit salad • Celery Hotdog• Soup • Codfish • Steak • Grapefruit FIGURE 21.10