IN VIVO BVA

home > Brand & Mix product > Pre-selection and product line validation tests

Pre-selection and product line validation tests

For truly predictive results

Optimizing the structure of your product line

You want to:
• Evaluating whether it is worth adding new products to your line
• Evaluating what impact removing a product from the line would have on overall performance
• Identifying the best new product of a group of possible products
•Determining whether or not you should substitute a new product for an existing product

All in all, you want to optimize your product line’s performance by identifying the structure (number of products, type of products) that maximizes consumer demand and profitability.

Our Findings

Conventional TURF-type methods to optimize product lines are too narrowly focused on products' intrinsic interest and their theoretical similarities.

They don't take enough consideration for two key elements in a consumer goods line's performance:

• exactly how visible each product in the range is within its competitive context,
• how well the product can instantly convey its specific advantages to shoppers making decisions in the store.

Two approaches

That account for everything that contributes to a product line's performance