DEFINE CHANCE OF SUCCESS FOR THE INTRODUCTION OF A NEW ASSORTMENT.
• How can a brand successfully introduce a new solution within a routine driven category?
• Gain insight into the potential of a new breakfast solution in a European country, by evaluating the basic rotation and mapping the expectations and needs of the consumer. Specific interest in determining the potential of a second placement in the store.
Multidisciplinary kick-off session with project team to align objectives and formalize hypotheses.
Combined in-store market assessment (quality & quantity) during three weeks.
Field work in 10 shops (mix of different types of stores / retailers).
Product portfolio (total of 4 new products) placed in primary shelf and 2nd placement.
Close cooperation between Global and OpCo.
Quantity: 60 * data points in the primary shelf and 9 in the 2nd placement (1 data point = 1-week rotation figures of 1 store).
Quality: respondents chosen based on their actual shopping and purchasing behavior. N = 274 ** completed shop interviews.
* Note: To get solid business assumptions the minimum requirement is at least 60 datapoints. The amount of datapoints can vary per project and depends on the depth of the study.
** Note: each project has a guaranteed N. The total N depends on the depth of the study and the research objectives.
RESULTS LEADING FOR BUSINESS CASE. INTRODUCTION VALIDATED.
Validation of hypotheses: confirmed or rejected.
We determined the most optimal location in the store and were able to make recommendations on the ideal assortment per customer type.
Clear conclusions per KPI and for KPIs that performed below target, which allowed us to add concrete recommendations for optimization based on consumer feedback.
Identification of next steps to introduction.
The results were key in the pitch to retail to get a permanent place on the shelf.