Create a positioning plot based on different usage scenarios for 6-8 products and services you use. See figure 13-3 on pg. 503 for an example. Describe the process and results. What categories were used on the x- and y-axis? What products/services fall into which quadrants and why?

ations and products. An example is shown in Figure 13-3. Here, use situations that ranged from "private consumption at home" to "consumption away from home where there is a concern for other people's reaction to you" were scaled in terms of their similarity and rela- tionship to products appropriate for that situation. For use situation I, "to clean my mouth upon rising in the morning," toothpaste and mouthwash are viewed as most appropriate (see Figure 13-3). However, use situation II, "before an important business meeting late in the afternoon," involves both consumption away from home and a concern for the response from others. As a result, mint-flavored gums or candies are preferred. Where do you think a product like Listerine Oral Care Strips would be located on this map? Use Situations and Product Positioning Used away from home Concerned with personal response Fruit-flavored gum/candy Sodas . Mint-flavored candy/gum Dental aids || FIGURE 13-3 Concerned with response from others Fresh fruit Mouthwashes Toothpastes Home usage 1 = Use situation: "To clean my mouth upon rising in the morning." II = Use situation: "Before an important business meeting late in the afternoon