managing categories as strategic business unitcategories are distinct groups that customers see as related or substitutable e.g. tinned veg
based on analysis of consumer data, EPOS, market research
PRODUCT TESTING
the evaluation and development of products from a marketing perspective
Consider (MMTTS):
- Management information required - what do they need? Concern re mixture of colour & shape, or decision whether to invest more?
- Market which it will sell in
- Type of product being tested - how new, how easily accessed
- Time & cost
- Need for standardisation - experienced researchers & comparable results
- Sample size - weigh up cost and data reliability
- Type of people testing - current brand users, current product field users, current and potential users, cross-section of general population
- Type of test
- Monadic - one product to evaluate
- Comparative - two or more to compare (use for new product formulation)
- Sequential - one, wait, try second, then give opinion
- Conjoint - focuses on product features rather than identifying best
- Analysis techniques used on data will vary
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