How can we best manage & price our portfolio with existing products and innovations in the pipeline?

Our framework

Portfolio planning using Conjoint to test both messaging as well as response to prices, including existing brands, new variants and competition.

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What was new/different: 

Incorporating pack messaging brought it closer to the real-life scenario where consumers rely on on-pack information. 

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Why was it actionable:

• An understanding of the overall portfolio gave quantifiable impacts of introducing new variants and price changes.
• Simulators helped client run internal workshops testing out several different scenarios to take informed decisions.

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Impact

Client developed new creatively unique positioning spaces, yet non-existent were developed and tested.

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