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ATAR Model for NPD Sales Forecasting

Utilize the ATAR Model, based on Diffusion of Innovation Theory, for sales forecasting in all stages of New Product Development (NPD) process. Assess Awareness, Trial, Availability, and Repeat rate to maximize market reach and profitability.

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ATAR Model for NPD Sales Forecasting

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  1. ATAR MODEL: NPD SALES FORECASTING • AWARNESS * TRIAL* AVAILABILITY * REPEAT • MULTIPLICATIVE MODEL BASED ON DIFFUSION OF INNOVATION THEORY • USEFUL IN ALL STAGES OF NPD • USEFUL IN SCREENING PROCESS

  2. ATAR MODEL (cont.) • AWARENESS – % OF TARGET MARKET AWARE OF PRODUCT • TRIAL - % OF THOSE AWARE WILLING TO TRY PRODUCT • AVAILABILITY – MEASURE OF DISTRIBUTION INTENSITY • REPEAT – PERCENT OF REPEAT BUYERS

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