A unique know-how in marketing modeling

General positioning.

We want a model that can be used both:

• As a “light” concept test whose objective is to forecast a likely volume for a new product idea through realistic assumptions
• As an SMT (Simulated Market Test) when the product is available to be tested under real conditions (estimation of sales volume). Manufacturers today know how to make “good” products, so repeat purchase has become less important (it was essential at the time the major models like Bases were created in the 1970s).
  However, sales of packaged goods are mostly re-purchase sales, so the likelihood of re-purchase remains a central element to be determined.

The issue of “sources of volume” is related to the launch of a new product within a category of competing products. Two fundamental questions arise immediately:

1. What other products in the category will yield volumes to this new product when it begins to build its sales? We can clearly see that sources of volume are a highly competitive issue.
2. Will there be any “new buyers” for this new product, that is to say consumers who until now didn’t buy products in the category? If so, these new buyers are largely behind the growth of the category.