Evaluate launching [ProposedProduct] by mapping its hypothesised position against incumbents [Incumbents] in [NewCategory]. Define axes based on decision drivers (e.g., “Switching Friction” vs “Perceived Superiority”). Place the concept using evidence from concept tests or expert heuristics; estimate likely displacement effects. Recommend the optimal entry position, brand architecture approach (branded house/sub-brand/endorsement), and messaging pillars.
Output format:
Axis rationale and buyer decision logic.
Markdown table: Brand/Concept | X | Y | Evidence | Confidence (Low/Med/High).
Displacement matrix (incumbent at risk vs % at risk).
Entry strategy: price, channel, first-message, trial mechanic.
Governance: approval flow with [Role1], [Role2]; launch criteria for [Timeframe].