The Transferred Demand suite is an category simulation tool that helps clients to command market share and category growth via marketing mix changes (including Pricing, Promotional, Distribution, Media, Product attributes& Assortment changes) in a fully competitive category context, and including consumer reaction.
It is:
- Based on explaining marketing effectiveness in the context of product switching and increased consumer penetration or usage.
- Based on attributes as the key component of consumer’s choice
- Simulation results to be the key (not only) deliverables of the solution
- Focused on marketing levers optimization, from Retailer and Manufacturer standpoints
Transferred Demand provides the ability to clearly communicate a win-win outcome for the retailer and manufacturer in proposed retail strategies. It helps manufacturers and retailers identify the most efficient and profitable SKU assortment, including optimal pricing and promotion, for their businesses.
Transferred Demand explains “switching” versus penetration AND usage combined which is defined as “category expansion“ It provides that wide-angle view by simultaneously evaluating the impact of the marketing options we provide consumers, i.e. product attributes, prices, or promotional triggers, for every SKU on every other SKU. It delivers insights into the incrementality of each SKU offered on the shelf. We can determine the optimal SKU count and assortment of products (some of which might not be in the current offering) for a given retail setting and business objective, i.e. maximize volume, market share, sales, profit, etc.
The global Transferable Demand solutions platform leverages store data. Reliance on store data produces a more flexible solution with a wider appeal of business issues, i.e. offering account specific or other disaggregate geography results, providing a European capability, leveraging non-IRI data resources or syndicated retail channels, etc. .
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