A)   IF YES,

            -  Does it do so better than any other product?

            -  Is it consumer noticeable/verifiable performance versus need?

      B)   IF NO,

            -  Can it be improved to meet the need, or

            -  What need can it meet? (Said another way:  What should the right positioning for this product be?)

 II.   CAN IT BE IMPROVED?

     A)   WHAT ARE THE ATTRIBUTES CONSUMERS USE TO EVALUATE THE PRODUCT/COMPETITORS?

      B)      Consider performance and aesthetics.

      C)   How do consumers rate the product versus competition?

      D)   Overall and by key attribute:  better, same, poorer?

      E)   What attributes can be improved?

      F)   Should they be improved -- increased cost versus increased revenue?

III.   CAN ITS COST BE CUT?

      A)   What's in it now?

      B)   What does each ingredient do?

      C)   What are the alternative ingredients?

      D)   What impact on the product performance do lower cost alternative ingredients have?

      E)   Can the formula/recipe be changed, i.e. is it technically feasible from chemical, regulatory, manufacturing, product stability, etc. considerations?

      F)   Can the manufacturing process be made more cost effective?

      G)   Check overhead allocations.

 IV. STEP OUT OF THE BOX

      A)   Look at both the consumer need(s) and the products' strengths/weaknesses.

      B)   Can the consumer need(s) be better met by dramatic product change, e.g.:

            -  New form:  solid, paste, liquid, powder, foam?

            -  New strength:  concentrated, ready-to-use, etc.?

           -  New delivery/applications:  pads versus towels versus towelettes, etc.?

            -   Convenience:  premeasured dose, easier application, easier follow-up,  pre-shredded cheese, ziplock package, etc.?

            -   Approaching the product use at a different point in the need cycle, e.g. washer-added softener versus dryer-added softener versus detergent with built-in softener.

            -  New methods of action:

                *      Chemical versus mechanical - Lime Away versus Comet

               *      Chemical/mechanical versus mechanical - Scrubbing Bubble foam versus Comet

            -  Look for any innovation in any and all aspects of the product.

      C)   Can the product better meet other, more significant consumer needs?

            -   Expanded, alternate, additional uses, e.g. Glass-Plus versus Windex, baking soda in refrigerators

            -  Is it better to lead from a narrow focus on a highly visible need, e.g. "Ring Around The Collar" signals overall good cleaning?

            -      Review all incoming consumer mail to identify current alternative usages.

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