step 7: marketing mix development

What is the optimal line up?

• Which variants should you include?
• Which flavours?
• Which fragrances?
• Which colours?

How we can help

Our TURF analysis provides clear direction for range optimisation, taking into account both penetration and frequency of purchase to ensure that the most viable options are recommended.

Is your product good enough for the price you expect consumers to pay?

• Is the price right for your product?
• What is the value for money?
• How expensive is the product?

How we can help

Cambridge MR offers pricing optimisation research either as a standalone project or as part of a more comprehensive project, where we make use of a number of techniques.

How about the pack?

• Is the packaging clearly visible?
• Is it functional?
• Is the pack the right size for your consumers’ needs?

How we can help

CMR’s pack testing technique takes into account both standout and pack communication. Standout is measured in a competitive context, with respondents being exposed to a shop shelf layout. This is followed by a depth analysis of the proposed pack to provide strategic advice on pack acceptance and improvement.

The depth analysis includes both pack communication and functionality to ensure optimal consumer acceptance. The quantitative assessment can be supplemented by a detailed qualitative diagnostic view to provide deep drill down into individual pack elements and their contribution to communication of key brand or product messages.