4. Product and Portfolio Management

Introduction

Key concepts 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 Utilties

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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