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Can the Bunny Hop? Nutrine Mint & Gum Line Extension
Perceptual mapping and ideal-product analysis on whether Nutrine or Mahalacto should extend into mints, gum, or both. Includes segment-level positioning recommendations.
Course
Marketing Analytics
Type
Quantitative analysis
Methods
Perceptual maps, segmentation
Categories
Mints & Gum
Reading the perceptual map
Perceptual data, Mints
Where Nutrine sits in the mint category.
- Nutrine's highest score is chewiness at 7.6 and is similar to Mint-O-Fresh at 8.
- The consumers perceive an ideal mint with Cooling Effect at 8.4, Long Lasting at 7.0, and Flavours at 7.0. These are the main areas where Nutrine lacks.
Perceptual data, Gum
Where Nutrine sits in the gum category.
- Nutrine's highest score is flavours at 7.3 and is closest to Mahalacto at 6.8.
- The consumers perceive an ideal gum closer to Boomer gum than to Nutrine. All of the attributes of Nutrine are lower than Boomer.
- Nutrine's gum is shown to be a mid-tier gum rather than the ideal.
Recommendations, Mints
Nutrine should not extend into mints. Mahalacto could.
Nutrine into Mints
- Though Nutrine is good in chewiness and hardness, it lacks in cooling, long lasting, freshness, and flavours.
- Many of the attributes are extremely low and do not align correctly with the ideal mint expectations from consumers.
- A Nutrine mint would struggle in the mint market.
Mahalacto into Mints
- Mahalacto is good in exciting, hardness, long lasting, and flavours, but it lacks in cooling, chewiness, and freshness.
- Some of the attributes are not ideal and may not align with the consumer's ideal product.
- A Mahalacto mint may have success in the mint market since some attributes are ideal.
Recommendations, Gum
Nutrine should extend into gum. Mahalacto should not.
Nutrine into Gum
- The attributes of Nutrine are a little under the ideal gum, but it could be an average product in the market.
- A Nutrine gum may struggle slightly in the market but none of the attributes are significantly less than the average perception of all brands.
Mahalacto into Gum
- All of the attributes of Mahalacto gum are not ideal and fall very far from the average.
- A Mahalacto gum would not succeed in the market.
Ideal Mint segments
Two segments in mints.
Looking at the data for ideal mint, there may be more than one segment.
| Attribute | Population | Segment 1 | Segment 2 |
|---|---|---|---|
| Exciting | 8.14 | 8.12 | 8.16 |
| Cooling Effect | 8.38 | 9.18 | 7.59 |
| Chewy | 7.17 | 8.21 | 6.13 |
| Hard | 7.64 | 6.34 | 8.94 |
| Long Lasting | 6.95 | 7.22 | 6.68 |
| Fresh | 8.01 | 9.71 | 6.31 |
| Flavours | 6.96 | 7.35 | 6.57 |
- Segment 1: Focus on Cooling, Chewy, Long lasting, Fresh, and many flavours. These mints would be a cooling and chewy mint to compete with Mint-O-Fresh.
- Segment 2: Focus on Hardness, long lasting, and many flavours. A fruity, hard, and long lasting mint to compete with Mentos.
Ideal Gum segments
Three segments in gum.
| Attribute | Population | Segment 1 | Segment 2 | Segment 3 |
|---|---|---|---|---|
| Flavours | 9.07 | 8.78 | 9.38 | 8.76 |
| Bubble | 8.56 | 8.73 | 8.83 | 7.85 |
| Fun | 8.54 | 8.78 | 8.18 | 8.94 |
| Center Filled | 7.18 | 6.62 | 7.55 | 7.09 |
| Soft | 9.03 | 8.19 | 9.18 | 9.65 |
| Colours | 8.79 | 8.51 | 9.09 | 8.53 |
- Segment 1: The average consumer where none of the attributes stand out, but are ideal for the average consumer. This segment of gum will be flavourful, fun, and bubbly to compete with Boomer gum.
- Segment 2: Children's segment of bubble gum, with strong flavours, soft, colourful, and bubbly.
- Segment 3: Different types of gum such as nicotine gum, where colours, flavours, and bubbles are less important.
Strengths and weaknesses of perceptual mapping
When this method helps and where it falls short.
Strengths
- You can see exactly how a brand compares to competitors. For example, you can see how Nutrine competes with Mentos on specific attributes.
- You can see the specific needs of each consumer and find potential gaps in the market. Brands may not be focusing on fresh and chewy, and you can target those needs.
- You can identify target audiences and segment the consumers accordingly.
Weaknesses
- Based on consumer needs, but may not match actual product performances.
- Since the model uses a limited number of attributes, you never know the true perception of the brand, and the model ignores price and brand loyalty.
- Consumer preferences change over time, and tastes may change as people age.
- Consumers may be biased when rating brands. Mentos is a more popular brand so consumers may rate it higher due to familiarity.