THE MARKETING ANALYSTS - www.themarketinganalysts.com - is a world leader in providing strategic product line consulting services. Our services provide companies with the information they need to make important SKU management and SKU rationalization decisions. While our process is research intensive, it relies heavily on the use of TURF Analysis and Shapley Value Analysis.
Our methodology combines survey research, transactional data and environmental factors to determine the best set of product combinations (ex: such as colors, flavors, scents, sizes, etc.) that minimize marketing risks (retail space limitations, stock-outs, poor visibility, etc.) and maximize the difference between items to avoid perceived similarity. These techniques provide manufacturers with answers before they invest in product development and marketing launch plans.
The following case studies illustrate the effectiveness of our services.
Case Study 2: SKU Rationalization & Product Line Management
A mid-sized manufacturer of HVAC equipment was experiencing flat sales and profitability. A small number of items in their product line contributed to the bulk of the company's unit sales and profitability. The slow movers contributed to manufacturing and supply chain inefficiencies.
Solution: THE MARKETING ANALYSTS conducted an analytical marketing research study designed for customer focused product line rationalization. The findings from the study identified a number SKU's where customers saw little product differentiation. As a result, the manufacturer was able to reduce the number of SKUs in the product line without upsetting their customer base. In addition to improving profitability, THE MARKETING ANALYSTS developed new product development and strategic product line management procedures that the company adopted to prevent future product proliferation.
Case Study 1: New Product Line Development
Smokey Forest Bratwurst is considering the introduction of a new line of low-fat bratwurst. Currently, their R&D kitchen and Marketing department are considering the recipes from 18 SKU’s to include in the new line. However, the Marketing department has a limited budget and needs to narrow the initial offering to the 3 to 5 SKU’s that offer the greatest uniqueness, highest potential for profitability and strongest consumer appeal over the entire product line.
Solution: Our research method uses a sophisticated analytical procedure that evaluates the economic utility of each item with all possible combinations of SKU’s being considered. By using mathematical game theory, we derive scores for each SKU being considered with respect to all possible SKU’s. Once the scores are ranked, the set of SKU’s offering the highest scores represents the priority for inclusion into your best product line.
In addition to providing the brand manager with strategic decisions at the R&D stage, our Strategic Product Line Research provides a roadmap for success for the future addition of SKUs.
For additional information about our Supply Chain Management, Product Line Management, SKU Rationalization and SKU Management solutions, please visit http://www.themarketinganalysts.com/
- - - - - - ABOUT THE MARKETING ANALYSTS:
THE MARKETING ANALYSTS is a seasoned team of respected Marketing Ph.D's, experienced Marketing Managers, Computer Scientists, Statisticians and Language Translators who have worked with leading consumer products companies and business-to-
Whether you are a startup, medium-sized or large company, THE MARKETING ANALYSTS will work with your budget to produce measurable results.
Our goal at THE MARKETING ANALYSTS is developing long-term relationships with our customers. By considering our customers’ needs and combining that with our groundbreaking approaches, we develop superior marketing solutions.
Our strategic mix of marketing-based services includes:
» Quantitative Services
* Analytical Marketing Research
* Predictive Marketing Models
* Advanced segmentation
* Predictive Data Mining and AI
» Web Design & Development
* Search Engine Optimization (SEO)
* Predictive Ad Response
* Content Management Systems (CMS)
» Language Translation Service
* Website Localization
* Technical Document Translation
A LEADING GLOBAL PROVIDER OF HYBRID CONJOINT ANALYSIS & SKU RATIONALIZATION SOLUTIONS
