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What are the issues?
In a fiercely competitive and cluttered marketplace, managing a portfolio of brands with finite resources is a real challenge. You cannot afford to get it wrong. There are always dangers that a new product could 'cannibalise' an existing range or that extending a well-established product or service's life could be at the expense of the NPD team's plans. And all of this needs to be managed in a global marketplace taking into account local differences.
How can Optima help?
Optima is a sophisticated and validated mathematical model. It builds a complete picture of your market by analysing the proven relationship between brand perceptions and preferences as well as your customers' buying behaviour for both your brand and your competitors.
Optima is an ideal tool for identifying new market opportunities so you can tell which consumers to target; what messages to use in your communications and what impact any new product may have on an existing range.
In addition, it can predict the sales take up and market share of new products by using a ranking scale that 'trades off' each product's position in pre-and post-trial to provide measures of penetration and repeat purchase. Since we know the relationship between market share and rank, this immediately gives you a measure of potential share for any new product.
Optima can also be used to test product concepts by understanding the potential brand share and positioning of each concept so you can secure the best possible success with new customers.
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