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Dwight
Watson
Director
Marketing and Sales, Consumer Panel Services
ACNielsen
Asia Pacific
For manufacturers
considering a new launch, the stakes are high. The cost of
development, launch and the associated marketing support required
to gain consumer awareness and acceptance are coupled with
the fact that only a small proportion of new launches survive.
Take Hong Kong as
an example. The last three years have seen the highest category
value growth come through beverage categories stimulated by
new product launches, but beverages in totality are relatively
stable - consumers switch between brands and categories due
to the new launch activities.
These challenges substantiate the need to assess how the new
product is received. How many consumers tried the product,
how many repeated their purchase and where did they come from
(ie which brand did they switch from)? Knowing this will enable
the manufacturer to make changes that better cater to consumers
and can greatly increase the possibility of the new product
being successful.
After a new launch, the optimal source of information on its
success is ACNielsen | Homescan or ACNielsen | Homepanel.
The ability to assess a continuous panel of consumers allows
fast decisions to be made to improve a new product’s
chances of survival. Below are two examples of analysis that
are available across all countries with ACNielsen consumer
panels:
ACNielsen | Homescan Trial and
Repeat
This analysis measures
the initial product attraction (trial) and ongoing acceptance
(repeat) and is benchmarked against other product launches.
In this example, 28% of trialists have repeat purchased Brand
Z in the 24th week after its launch. However, 78% have purchased
the category in the same period, identifying an opportunity
for Brand Z.
Looking into detail at these trialists can supply information
on their demographics (is the manufacturer achieving their
goal of attracting a specific target market?) or their usual
brand repertoire.
ACNielsen
| Homescan Sourcerer
Consumer Panel analysis of new launches has just been enhanced
with the introduction of ACNielsen | Homescan Sourcerer. Designed
by ACNielsen BASES, the world leader in simulated test marketing
for new product development, the Sourcerer model measures
the impact of a new product’s introduction into the
marketplace.
ACNielsen | Homescan Sourcerer is the market research industry’s
premier source of volume application for new products. ACNielsen
| Homescan Sourcerer measures volume sources in terms of:
- Draw - the percent of a new product’s volume coming
from products within the category
- Cannibalisation - the percent of a new product’s
volume coming from other parent items
- Category Growth - the percent of a new product’s
volume coming from new category buyers who enter the category
to purchase the new product
- Category Expansion - the percent of a new product’s
volume coming from increased category consumption among
current category buyers (the purchase of the new product
is incremental volume for the buyer).
Another aspect of
consumer information that can help in a new brand’s
success is an evaluation of a particular consumer group’s
media habits. ACNielsen has recently pioneered such research
by evaluating the television and magazine usage for their
1,350 households in Hong Kong. This type of information can
then be linked to your target consumers (or your competitors?)
and enables quick evaluation on whether expensive advertising
is reaching the desired audience.
These analyses are invaluable to marketers as well as media
planners - finally there is a quantifiable assessment of media
channels that enables advertising to be optimised.
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