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Maximizing Volume for New Concept: TSVC Case Study 9

"Learn how to optimize your new product volume potential using TSVC tools and strategies. Get rapid insights into successful innovations for increased volume and market growth. Solve all your innovation questions with TSVC."

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Maximizing Volume for New Concept: TSVC Case Study 9

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  1. Which buttons should I push to get even more volume from the new concept? TSVC | rapid insights into successful innovations Case Study 9 TSVC I Measure - Optimize - Launch!

  2. Which buttons should I push to get even more volume from the new concept? (1) All other Questions • Problem statement • Our customer, a medium sized player in the drinkable dairy category, has developed a new product line. • Three design routes are made and the physical product is known. Our customer would like to understand the volume potential of the three new concepts in the Netherlands, in the 5 Nielsen regions, and if there are any possibilities for this volume to grow. • By using our validated AIDA-S penetration and volume-potential tool in combination with our unique Battle-N choice tool, we have given our customer insight into: • Attractiveness of the concept • Determining the product-concept fit • Evaluation of product acceptance per flavor versus competitors • The top 4 flavors to introduce • The Base% penetration and volume of the new concept at 4 prices • The concept and product growth opportunities in volume and how they can be realized • The source of business for this new concept TSVC I Measure - Optimize - Launch!

  3. Which buttons should I push to get even more volume from the new concept? (2) Vinden ze ons in het schap? Worden we overwogen of zelfs gekozen? (2) All other Questions Our approach Simultaneously, an online and an on-location consumer survey were conducted in 1 cell with an N = 250. First, all respondents, using the AIDA-S method, assess the concept and all competitors. Then, the location respondents test the products as the next step in the AIDA-S method. This resulted in a Concept Power score, a Trial% score, a Product Experience score, a Base% score at 3 prices and a Volume expectation at 3 prices. Volume expectation at 3 prices. At € 3.69 a volume index of index 73 versus the competitor is obtained 3 Hills Dairy will be bought regularly by 21% of the category buyers at € 3.69. However, a volume index of only 73% compared to the competitor. What can be improved? TSVC I Measure - Optimize - Launch!

  4. Which buttons should I push to get even more volume from the new concept? (3) Vinden ze ons in het schap? Worden we overwogen of zelfs gekozen? (2) All other Questions AIDA-S Growth Chances: The AIDA-S model shows growth opportunities for the Concept and Product. These can increase the penetration rate by 12% 2 3 1 Growth opportunities by improving the concept and product based on the "success-factors" model Penetration growth opportunities from AIDA-S model? Total 12% Implementing these growth opportunities leads to a volume index of 114 instead of 73! Implementation of growth opportunities results in a volume index of 114 instead of 73, compared to the competitor TSVC I Measure - Optimize - Launch!

  5. Which buttons should I push to get even more volume from the new concept? (4) • Learning • Our customer's concept did not achieve long-term goal (index 73) • By looking intothe AIDA-S model to respondents who deviate only on 1 aspect, we could see which improvement points could lead to growth • By implementing these adjustments, it became possible to achieve a higher penetration and volume. A penetration growth of 12% and a volume index of 114 vs 73. • Based on these results, we advised our customer to introduce the product for € 3.39 • Recalculation led to an index of 96. After 1 year the predicted volume was 96% of reality. TSVC I Measure - Optimize - Launch!

  6. Evaluate your innovations in today's market? With the unique TSVC Tools you can! You can rely us! Nothing is as difficult as developing a successful product. There are many choices to make in the innovation process. So how do you know these are the right choices that deliver the most success? TSVC provides unique and reliable insights which will help you make your innovations as successful as possible. TSVC TSVC I Measure - Optimize - Launch!

  7. Innovation Selector Sohowcan we help you? Which combination of facts does the best concept? What product characteristics are really important in the concept selection? • Are we sure we have developed the best concept?Second opinion Concept Optimizer • What new proposition has the biggest market potential and why? How do I convince our internal organization with hard facts? Who is my main competitor in this introduction? Marketing Mix Maximizer • How much volume will we do and how do I convince the retailer? • Does the product meet the promise of the concept • Which buttons do I have to turn for more volume? Decision Supporter Do they find us in the shelter? Are we considered? or even chosen? At what price do we achieve our sales goal? • Is the new nozzle € 0.30 or even € 0.50 worth more? TSVC TSVC I Measure - Optimize - Launch!

  8. Do you want to know more? Go to www.tsvc.nl/en and download other useful content! BestMix All other Questions BestConcepts BestIdeas Marketing Mix Maximizer DecisionSupporter ConceptOptimizer Innovation Selector www.tsvc.nl – Hoofdstraat 250 – 3972 LK Driebergen – tel: + 31343 538 835 – mob: + 316 206 186 11 – gdenhertog@tsvc.nl

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