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Design/Methodology:
Developed via BASES
experts to evaluate pre and post new launch sales to assess
actual fluctuations caused by the new launch. Attributes changes
over and above what a non-buyer would have expected.
Marketing
Issues Addressed:
KPIs on expected
consumer movement due to a brand launch or line extension.
Enables understanding of underlining success & failures.
Analyses
Delivered:
Compares new category
buyer volume to a normative expectation of the category. Calculates
the increase/decrease consumption and contrasts that rate
change to other items in the category.
Works With:
New launch evaluation
module within consumer panels. Winning Brands for new launches.
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