Chapter 4. Product and Portfolio Management
Introduction
Metrics covered in this chapter:
Trial, Repeat, Penetration, and Volume Projections
Growth: Percentage and CAGR
Cannibalization Rate and Fair Share Draw Rate
Brand Equity Metrics
Conjoint Utilities and Consumer Preference
Segmentation and Conjoint Utilities
Conjoint Utilities and Volume Projection
Effective marketing comes from customer knowledge and an understanding of how a product fits customers’ needs. In this chapter, we’ll describe metrics used in product strategy and planning. These metrics address the following questions: What volumes can marketers expect from a new product? How will sales of existing products be affected by the launch of a new offering? Is brand equity increasing ...
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