Developing a knowledge-based system for product position advertising strategy formulation

The progress is reported of a research project designed to explore an answer to the question `Can knowledge-based systems (KBS) assist in product advertising decisions?´ For this study a user-developed KBS prototype, the Product Position Strategy Advisor, was developed to advise market planners about the optimum advertising for a product. The recommendation is based on two major factors: the purchase behavior of the target market and the product´s points of differences (i.e. the consumers´ perceptions of the product´s and the company´s strengths and weaknesses). The prototype, which is still evolving, is described. It is limited to positioning consumer products which are new to the firm and sold primarily in supermarkets