Ingredient-Brand Map – Growth

Smart Structuring Methode Ingredient-Brand Map
Category Growth
Short overview The Ingredient Brand Map is for companies that are B2b providers and provide special functions for carrier companies that offer products or services on the market. As an “ingredient”, the communication of the ingredient brand is reduced, as often not more than a “sticker”-like message remains to the end user. The examples Gore-tex, Intel, Teflon or Dolby are certainly present. Even if the message is very to the point, the 9 ingredient map allows a holistic picture by involving the carrier company. The map distinguishes three areas: left column end user, middle column carrier company, which uses the ingredient brand function and right column the ingredient brand view.
Developed by Uwe Greunke
Online Reference Smart-Structuring.de
Book /
Key words Growth, Business model, Ingredient-Brand
Insights For the processing it needs a good market and internal view. If the information for the areas is already available, this can be done at short notice. Otherwise, the end user column in particular will require some research on your part.

  • Process1/9 Problem/Option [End user column]
    What is the end user problem that is solved by the combination of the third-party product/service and the ingredient brand? What options are open to the user?
  • 2/9 Target group [End user column]
    Which target group(s) can be described? Which preposition does the target group know, ideally in connection with a trend (see 3/9)?
  • 3/9 Market trends [End-user column]
    Whether macro or micro trend – no map without knowing the drivers in the market. Some companies create their own trends, but 99% have to be content with knowing existing trends and surfing on them.
  • 4/9 Differentiation [carrier company column]
    What is the overriding differentiation for the third-party company?
  • 5/9 Advantages [sponsoring undertaking column]
    Derived from the overall differentiation, what concrete advantages does the third-party company have to offer the potential end user? Ideally combined with documented results.
  • 6/9 Complications in the market [carrier company column].
    The consideration of the market environment for the third party company. The main complications of the market in that it operates and has to assert itself economically.
  • 7/9 Message [Ingredient-Brand column]
    Short. Shorter. One word. One-word constructs have the best chance of being useful. Teflon. Non-stick.
  • 8/9 Mission [Ingredient Brand Column]
    What is the mission of the Ingredient Brand? Why does it exist? A phrase that supports the message.
  • 9/9 Reasons to believe [Ingredient Brand column]
    The argumentative pillars for the mission and ideally 1-word message. Here, too, the harmonic third or fifth, i.e. 3 or 5 reasons, is of great help. Sound. To the point. Maximum 2 sentences.
Best usage for… Ingredient Brands to understand the entire chain from your own company through the carrier company to the end user.
Weak result when… Market trends, target groups and the insights (problems/options) are not or only insufficiently available.
Template Simple documentation in Excel or Word 9-field matrix.
Needed time span Preparation time depending on situation and context requires 1-2 days; discussion in the group from 1-2 hours
Type of presentation
  1. Table calculation program
  2. Text program with 9-field matrix
Size of group Can be developed by one person or small team, exchange with a larger group very well feasible.

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