|
|
|
New Product Planning, Evaluation and Forecasting
Panel data remains a critical resource for the analysis and
interpretation of new product marketing success or failure. MSA
analyzes new product introductions so that remedial action can be
taken, if necessary, at an early stage of the launch. Both share
and sales forecasting methods are utilized, and typically encountered
issues, such as adjustments for promotional effect and the evaluation
of the success of individual items in a product line, are incorporated
as appropriate. In order to maximize the profitability of new product
introductions and line extensions, we have developed a series of
integrated diagnostic and monitoring tools for use after the first
year of introduction. New product evaluation considerations include:
- establish STM norms and monitor product roll-out;
- measure line extension attraction of new buyers;
- evaluate success in reaching year 1 & year 2 targets; and
- measure loyalty/equity development by comparing loyalty
over increasing time frames.
|
|
