FMCG launch – What price, packaging, promotion and placement will maximise market share?
SCENARIO:
Pasta Sauce Corporation wants to launch a new brand and product. They want F&S to tell them how best to capture market share, while minimising cannibalisation of their existing brands. They want to go to market quickly, and have a limited research budget.
F&S Approach
We will do all fieldwork online. First we will conduct a DCM experiment using existing products. We then use scanner data to rescale the model we have produced- i.e. calibrate it to the real market. Then we rerun the experiment, introducing the new brand and products.
Plan & Deliverables
Gather data on the brands, products and prices that exist in the market and their current shares.
Workshop with client Product Managers. Here we ascertain product and brand attributes – existing and proposed.
Conduct a DCM experiment mirroring the existing market, varying price. Create a model.
Rescale the model to reproduce current market shares at current prices
Conduct a second DCM experiment, introducing variants of the new entrant’s brand, pricing, packaging, etc.
Produce and rescale (similar to step 4) a Choice Model.
Deliver a Choice Model, in the form of an easy to interrogate, interactive DSS (Decision Support System).
