requires finding the major advantages people look for in a product class, the kinds of people who look for each positive aspect of a product, and the major brands that deliver it.

This process can be broken down into three main steps:

1. Identifying Major Advantages: This involves conducting market research to understand what features or benefits are most important to consumers when they are considering products within a specific class. This could be anything from price, quality, brand reputation, specific functionalities, etc. Surveys, focus groups, and studying market trends can help in this step.

2. Understanding the Target Audience: Once you know what advantages consumers are looking for, the next step is to understand who these consumers are. This involves creating buyer personas or demographic profiles of the people who are most likely to be interested in the advantages identified in step one. This could be based on age, gender, income level, lifestyle, etc. Again, market research and data analysis are key in this step.

3. Identifying Major Brands: The final step is to identify which brands within the product class are delivering the advantages consumers are looking for. This involves studying the market share, reputation, and product offerings of different brands within the product class. This can be done through competitive analysis, consumer reviews, and brand comparison studies.

By following these steps, you can gain a comprehensive understanding of what consumers are looking for in a product class, who these consumers are, and which brands are meeting their needs.