FCB Grid and Your Next Product Development

Trust that the FCB Grid is known to many of us, it was developed by Richard Vaughn. a Senior Vice President of Foote, Cone and Belding Advertising and started to use since 1980. It helps direct both our creative strategy and our media strategy as it clarifies how consumers approach the buying process for different products.

In addition, it can help us to determine how to position our next new product, especially when we want to transform a product's position into a "quadrant" in order to penetrate new market/client type. For instance, if a detergent product will move from Q2 to Q3, the manufacturer cannot simply re-formula its detergent but to transform its perception from (Habitual) into (Affective) type.

How about your product? Which Quadrant are you in now and do you want to make transformation?

Source: FCB Grid:Geske, www.public.iastate.edu/~geske/FCB.html