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Design/Methodology:
Special Analyses
of retail data, which looks at the length of time from periods
t (t=1 to n) (eg past 12, 11, 10 quarters, etc) that new products
last in the market. (Products can be new brands, SKUs, etc,
depending on topic).
Marketing
Issues Addressed:
Competitiveness
of category, allocation of effort for NPD - ie is it worth
investing in a lot of NPD in categories that have high failure
rates due to strength of existing brands, for whatever reason?
Especially if the category is not growing.
Analyses
Delivered:
Survival rates of
new brands, first year % survival, second year % survival,
etc. Cross analyse with category growth rate for opportunity
analysis (eg new brand success rate vs category growth).
Works With:
As an introduction
to RMS/CPS presentations to show activity (and thus likely
marketing and NPD spend). As an introduction to product test
and BASES presentations.
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