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Context Mapping / Template
CCContextMapping
Perspective
Questions
Perspective
Questions
Category
How are relevant categories defined today by a) manufacturers, b) consumers and c) retailers?x
Category
What are the most important metrics in your business—and why?
Category
What are/were our competition’s shares in these categories?
Category
What are/were our shares in these categories?
Category
What are the key trends in these categories?
Category
How big are these categories—penetration, units, sales, margins? Are they growing/declining?
Category
Which categories does/could this product play in?
Category
Which trends are going to help or hinder your success?campaign?
Channels
How is the product sold?
Channels
How is the product sold?
Channels
How might the product be positioned and thus shelved in store?
Channels
What do these channels think of your brand and product?
Channels
Where is the product sold?
Company
How many units do you need to sell? In what time frame?
Company
What are the sources of business?
Company
What other products does your client own that could be related to this campaign?
Company
What is the price? What is the profit margin?
Company
What is the budget to market this? How do you know when your brand is succeeding?
Company
Are there any specific uplifts desired for other products in the portfolio?
Company
What assets, news or events is your client able to leverage in this campaign?
Company
What are your specific acquisition/usage goals?
Company
How do you know when your brand is failing?
Competition
Are there any new competitors whom we need to defend against?
Competition
Why do people buy our competitors?
Competition
What are/were the competitors’ prices?
Competition
How big were/are their media budgets?
Competition
Who are indirect competitors
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