Competitive Modelling with VCBC
Transcription
Competitive Modelling with VCBC
Competitive Modelling with VCBC Volumetric Choice Based Conjoint (VCBC) modelling provides a quick, simple and inexpensive understanding of changes to your market share, volume and brand value based on a number of what if scenarios ‘What if?’ scenarios include: Price Packaging Promotions Range Product claims Our model identifies all value and volume output changes indexed for any new potential scenario against your current position to indicate potential uplift or highlight the risk of downshift against: Influence of price: Your price changes or your competitors’ price changes to determine an optimal price point Packaging: Changes to your pack size, design or brand name changes Promotional strategies: Your promotional activity (with and/or without a response from your competitors) or your competitors promotional activity (and how you could respond) Range: Introduction of new SKU’s Product claims: Change to an on pack claim on a current product Or any interaction of the above variables UK | FRANCE | GERMANY | ITALY Please contact Andrew Tharme, Managing Director Products for more information: Tel: +44 (0) 1865 336 400 Email: [email protected] Website: www.spafuturethinking.com Competitive Modelling with VCBC Some of the Questions VCBC Answers What can I raise my price to without affecting the value of my brand? Will I increase volume if the pack design was different or bigger? I could promote aggressively but what happens if my main competitor then does the same? We can add a new sku, but will it just cannibalise the current range? If I reduce the price of the larger pack will our customers trade up? But, how will that then affect value? Outputs and Deliverables A full range of outputs are provided giving a thorough commercial overview of the impact on your brand and your competitors: Volume changes Value changes Market share changes Source of new volume / lost volume Market share changes Source of volume Optimal range Competitor reaction Cannibalisation Competitor reaction Optimal range developed in competitive priced context Impact and ranking of importance of promotions UK | FRANCE | GERMANY | ITALY Please contact Andrew Tharme, Managing Director Products for more information: Tel: +44 (0) 1865 336 400 Email: [email protected] Website: www.spafuturethinking.com