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Optimizing New Product Introduction: A Manufacturing Case Study

The Company

An international category leader with over $2 billion in annual retail sales

The Challenge

This diversified manufacturer wanted to minimize a new product’s potential damage to the success of its existing product line. The company wanted to determine which marketing methods were most likely to deliver the greatest gross margin profit across its portfolio. It also wanted to quantify the new product’s performance.

The Solution

The manufacturer chose APT’s Test & Learn™ software to lead it through the new product’s launch. Putting the manufacturer’s Big Data to work, Test & Learn™ quantified the potential impact of the new product’s full rollout, taking into account both the cannibalization and halo effects of existing products. APT’s predictive analytics then customized promotion strategies for optimal sales performance.

The Results

Test & Learn™ helped the manufacturer design a sophisticated rollout strategy that optimized both in-store promotion decisions and multi-channel marketing techniques. These improvements of the rollout plan created over $1MM in incremental sales.
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